Proceedings of the 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021)

Research on the Brand Strategy of SexyTea

Authors
Yifan Hao
Corresponding Author
Yifan Hao
Available Online 8 April 2021.
DOI
https://doi.org/10.2991/assehr.k.210407.089How to use a DOI?
Keywords
Tea drink, Brand strategy, Digital marketing, Brand image
Abstract
Because of the low barriers for entering the tea drink, competition is fierce, thousands of regional tea brands flourish and then fall before they accomplished the expansion in a short period. The giants in the tea drink industry always keep a steady increase. It seems that the market of tea drink is saturated, but SexyTea broke the rule by using unique expansion strategies and clever digital marketing strategies. Comparing to other giants in the tea drink industry, SexyTea chose a completely different way to survive. Without taking market share of several metropolis in China, SexyTea focused on the quality of drinkings and started expansion in Changsha City. With the help of digital marketing and recommendation from KOIs, SexyTea has been considered as a representative of Changsha city and buying a SexyTea has become a trend for tourists. With special pricing and direct-sale store module, SexyTea maintained a good relationship with their customers and also attracted more potential customers by this unique service. Thus, SexyTea, a regional tea brand, only located in one city, became a well-known brand. After five years of preparation, SexyTea started to open a new branch outside Changsha. They chose the closest capital city, Wuhan, in 2020. The purpose of this paper is to add new ideas for the tea drink industry about promotion strategy and distribution by citing specific and featured activities.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Yifan Hao
PY  - 2021
DA  - 2021/04/08
TI  - Research on the Brand Strategy of SexyTea
BT  - Proceedings of the 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021)
PB  - Atlantis Press
SP  - 453
EP  - 457
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210407.089
DO  - https://doi.org/10.2991/assehr.k.210407.089
ID  - Hao2021
ER  -