CHAGEE’s Market Breakthrough: A Study of Marketing Strategies in China’s Highly Competitive Tea Beverage Industry

Zihan Yu

2025

Abstract

China’s new-style tea beverage market has witnessed rapid expansion, growing from RMB 42.2 billion in 2017 to RMB 100.3 billion in 2021, with a CAGR of over 20%. Amid this highly competitive environment, CHAGEE has emerged as a standout brand by leveraging a distinct brand identity and strategic marketing execution. This study analyzes the core drivers behind CHAGEE’s success, including its emphasis on cultural positioning, product innovation centered on original-leaf milk tea, immersive offline experiences, and integrated multi-channel distribution. Findings suggest that CHAGEE’s ability to blend traditional Chinese tea culture with modern consumer expectations has enabled it to build strong brand resonance. Its success demonstrates the power of cultural differentiation and consistent branding in capturing both domestic and global market opportunities in the new-style tea industry.

Paper Citation

in Harvard Style

Yu Z. (2025). CHAGEE’s Market Breakthrough: A Study of Marketing Strategies in China’s Highly Competitive Tea Beverage Industry. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 407-413. DOI: 10.5220/0013992400004916

in Bibtex Style

@conference{prmc25,
author={Zihan Yu},
title={CHAGEE’s Market Breakthrough: A Study of Marketing Strategies in China’s Highly Competitive Tea Beverage Industry},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={407-413},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013992400004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - CHAGEE’s Market Breakthrough: A Study of Marketing Strategies in China’s Highly Competitive Tea Beverage Industry
SN - 978-989-758-778-8
AU - Yu Z.
PY - 2025
SP - 407
EP - 413
DO - 10.5220/0013992400004916
PB - SciTePress