Analysis of the Marketing Strategy of Instagrammable Store in the New Media Environment

Taking HEYTEA as an Example

DOI

10.2991/assehr.k.211209.407How to use a DOI?

Keywords

Influencer economy; instagrammable store; marketing management; marketing strategy; new-style tea industry

Abstract

With the development of the Internet in China, the milk tea industry is thriving, and diversified marketing methods have been adopted and obtained good results. Under the influencer economy, the new media such as Weibo and Tiktok have been rising. This paper is concerned about the marketing strategy of the milk tea industry. This paper adopts the case study method, taking HEYTEA as the main case, to explore its marketing strategy and problems. Second-hand data collection is adopted to complete data collection and demonstration. This paper finds that HEYTEA is representative in price, product, promotion and channel in marketing strategy through reasoning, analysis and demonstration. It is concluded that the marketing ideas of the whole milk tea industry should adhere to the diversified marketing development ideas, adhere to the vertical marketing strategy, and adhere to the continuous improvement of products. By disassembling the brand and data of HEYTEA, we learned about its brand development, business model, management, and marketing methods. We dug deep into the success factors that a new tea brand needs to have to rise a new tea brand.

Copyright

© 2021 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  - Ziyan Zhu
AU  - Xuyun Zhou
PY  - 2021
DA  - 2021/12/15
TI  - Analysis of the Marketing Strategy of Instagrammable Store in the New Media Environment
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2505
EP  - 2512
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.407
DO  - 10.2991/assehr.k.211209.407
ID  - Zhu2021
ER  -