Construction of the Experience System for New Chinese-style Tea Drink Brands from the Perspective of Design Management: Taking Bawang Chaji as an Example

Central Academy of Fine Arts, Art and Design Management Department, Shanghai, China

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Abstract

With the development of the experience economy, new Chinese-style tea brands have gradually moved away from only releasing new products and started to build a system of experiences. In terms of the three-tier analysis system of “strategy - design - touchpoint”, this paper will explore how to build a complete brand experience system based on the cultural strategy of a certain brand. Bawang Chaji serves as the research case, and it has been found that the brand’s strategic direction is to pursue “modern oriental tea”, and through multi-dimensional translation at the level of design, precise execution at the touchpoint level, and experience coordination, the brand culture has been systematically constructed. Research has shown that the integrity of the experience system is a closed-loop system at three levels: Culturally empowered, it provides the direction for the brand; At the level of Design, Design dimensions such as space and service are used to translate cultural symbols; And at the touchpoint level, consistency and perceptibility are ensured for all senses and at various stages of consumption. Some theoretical and practical ideas for similar domestic trend brands to switch from “single-point marketing” to “systematic construction” will be put forward in this paper, and how to transform abstract cultural strategies into reproducible and scalable consumer value through design management to achieve continuous competitive advantage will be examined.