Research on the Marketing Strategy of Sexy Tea

Abstract

With the development of Chinese society and the improvement of the national consumption level, the new-style tea-drinking industry has gradually risen. Among all the new-style tea-drinking brands, Changsha brand The Modern China Tea Shop or Sexy Tea is one of the most famous ones. It was founded in 2013, and in the past 10 years, the brand has gradually developed. In recent years, it has become internet-famous among the vast number of consumers in the country. By consulting previous literature and searching the related cases and examples, this paper focuses on the three strategies of Sexy Tea, namely its brand marketing strategy, hunger marketing strategy, and marketing segmentation strategy. The present situation of the application of these three strategies of Sexy Tea is analysed, and it is concluded that Sexy Tea applies these three suitable strategies to obtain success, but these strategies may not be widely useful for other brands in the market.