Analysis of the Status Quo of New-style Tea Beverages on the Market—Taking Nayuki as an Example

DOI

10.2991/aebmr.k.220307.157How to use a DOI?

Keywords

Nayuki; New-style tea drink; 4P theory; listed company

Abstract

With the improvement of people’s living standard, people have more and more needs for leisure and entertainment, and then the industry of new-style tea beverages has emerged. It has become a way of life for modern young people in China to have a good conversation with friends, while having a good cup of tea. This paper takes Nayuki, which was listed in the market in the middle of this year, as an example. Through consulting its prospectus, white paper on new-style tea drinks, official website and relevant literature, it uses 4P marketing theory to analyze the reasons for the success of new-style tea drinks, and explores the existing problems in this industry. This paper finds that high-end pricing, unique design for target groups, cross-border joint marketing strategies, the establishment of different types of stores, digital upgrades, and even the expansion of overseas markets have all become the boosters of Nayuki’s rapid development. However, its shortcomings with poor profitability also lead to its unsatisfactory share price on the first day of listing. To innovate and expand on the premise of ensuring the efficient operation of the management system is what Nayuki has to do now. This article can also be a reference for other brands in the industry of new-style tea drink.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Nan Jiang
PY  - 2022
DA  - 2022/03/26
TI  - Analysis of the Status Quo of New-style Tea Beverages on the Market—Taking Nayuki as an Example
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 956
EP  - 960
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.157
DO  - 10.2991/aebmr.k.220307.157
ID  - Jiang2022
ER  -