Analysis of the Marketing Strategy of HEYTEA

School of Sports Engineering, Beijing Sport University, Beijing, 100000, China

^* Corresponding author’s mail: 2020011046@bsu.edu.cn

Abstract

The aim of this paper is to study HEYTEA’s marketing strategies, exploring its path to success and its impact on the market. Through a detailed analysis of HEYTEA’s development history and marketing practices, the unique strategies and innovative initiatives of HEYTEA in market competition are investigated. The research adopts two methods, literature review and case analysis, combined with relevant data and information, to comprehensively analyze HEYTEA’s marketing strategies from multiple dimensions. The research findings indicate that the key to HEYTEA’s success lies in its strategic collaborations with other brands and co-branding activities. Through partnerships with well-known brands, HEYTEA has expanded its consumer base and enhanced its brand image. Additionally, the constant product innovation and introduction of new beverages have been crucial factors in attracting consumers. HEYTEA’s continuous adaptation to meet the demands of young consumers for personalized and trendy drinks has been instrumental in its success. The conclusion of the study is that HEYTEA’s marketing strategies have achieved success with predominantly positive effects. HEYTEA has gained consumer favor and obtained a competitive advantage in a highly competitive market through collaborations with other brands and product innovation. It is recommended that HEYTEA continues to focus on innovation, strengthen digital marketing, and expand its international market efforts to maintain its leading position and achieve sustainable development in the future.