Author(s)

Ge Jin, Zhilin Li and Chenchen Shi

Corresponding Author

Ge Jin

ABSTRACT

Founded in 2012, HEYTEA is now the leader in China's New-style Tea drinking. However, with more and more competitors entering the market, the advan+tages that HEYTEA used to had no longer unique. Moreover, offline slump caused by the epidemic has also created many new problems for HEYTEA. In this research, we will use methods such as literature analysis and case studies to analyze the reorientation strategy of HEYTEA in the post-epidemic era. The analysis will include the current situation, consumer analysis, and strategy analysis, and then making recommendations in an attempt to shed light on the future development of HEYTEA and the industry as a whole.

KEYWORDS

HEYTEA, marketing strategy, brand reorientation, SWOT analysis, 4P's analysis