Research on Brand Marketing Strategy of Internet Celebrity Milk Tea

Answer 1

The following are some common marketing strategies for popular milk tea brands:

** I. Visual Marketing and product packaging **
1. ** queuing effect **
- Waiting in line was a visual marketing method. People tended to have a herd mentality. When they saw a long line at the entrance of a milk tea shop, they would subconsciously think that the shop was very popular, thus attracting more attention from passers-by. Even if they had never tasted the milk tea in the shop, they would still think that this milk tea must be delicious. Waiting in line would bring a reputation effect to the store. For example, Haidilao's excellent service made many people willing to queue for two hours to eat. It was the same for milk tea shops.
- Waiting in line would also create a sense of scarcity. Although the supply of milk tea was theoretically unlimited, the long queue would make people feel that they might miss it if they didn't queue up to buy it. This sense of scarcity would encourage consumers to buy it. Moreover, the sense of scarcity would bring about a product premium. For example, some online celebrity milk tea shops sold milk tea at an original price of about 20 yuan. Due to the large number of people queuing up, the price was increased to 100 yuan per cup. The premium would make consumers ignore the price of the product and feel that buying it was a profit, which would help build a brand. It was like LV bags, although the cost was low, could be sold at a high price because of the brand premium.
- Some milk tea shops would also train the staff to slow down when there were few people and speed up when there were many people to control the queuing time, or arrange seats by the window to increase the time customers stayed in the shop, making the shop more popular and attracting more customers.
2. ** The visual aesthetics of the product **
- Some milk tea products were visually attractive, such as the iconic brown sugar dirty milk tea. The bottom of the cup was covered with brown sugar pearls and had beautiful layered tiger stripes. The white cake sauce had rotating patterns. These high-quality drinks not only satisfied the taste requirements, but were also suitable for taking photos and sharing them on social platforms such as WeChat Moments. They satisfied the needs of consumers for a sense of ceremony and attracted more consumers to buy.

** 2. New product upgrade **
- The key to breaking through the competition was to develop a taste that was more popular with consumers. For example, Light Food International's new product,"Flesh Grape", was an innovation on the basis of milk tea. It combined refreshing jasmine green tea with Giant Bee Grape, and with the decoration of Q-shaped Cold Sky Crystal Ball, it brought double enjoyment to the eyes and taste.

** 3. Personalized store design **
- The storefront design used internet celebrity elements to create a popular store. The decoration style might be bright, clean, European style, Victoria gilded style, etc. The use of floor-to-ceiling glass, green plants, exquisite lighting, geometric lines, bookshelves, or cool props would make the store look fashionable and exquisite, satisfy the needs of consumers for selfies and poses, and attract customers.

** 4. Marketing Mix Strategy **
1. ** Originality Match Set **
- To cater to the social consumption habits of the main consumer groups of milk tea (such as young people, women, etc.), a variety of creative packages were launched. For example, couples 'packages, girlfriends' packages, etc. These packages could not only increase the order consumption and increase sales, but also increase the customer's good impression of the store and the repeat purchase rate. They could also be combined with popular current affairs and hot news to carry out creative designs to meet the requirements of modern people's copywriting and feelings.
2. ** Using the delivery platform **
- In the internet era, the sales data and reviews of takeout platforms had a guiding effect on customers 'orders. Although in the past, good quality products could attract customers by word of mouth, word of mouth was more important now because the Internet had expanded the influence of word of mouth. Good sales data and reviews could attract more customers to place orders.

** 5. Brand Competition and Distinguished Marketing **
- In terms of brand competition, for example, the Overlord Tea Concubine had surpassed Starbucks. Compared to Chayan Yuese and Xi Tea, it had its own uniqueness. The Overlord Tea Concubine won in terms of speed and novelty. For example, the annual sales of her Boya Juexian drink exceeded 100 million cups. And the classic wedding tea, the best fleshy grapes, had sold 150 million cups in six years. Different brands attracted consumers by focusing on different specialty drinks. At the same time, the Overlord Tea Concubine's main focus was Oriental Confidence, which was different from the brand image of Xi Tea. Xi Tea had a Japanese-style logo, while the Overlord Tea Concubine built its brand image through high-profile marketing methods, such as Great Country Health's scientific sugar control activities. Chayan Yuese, on the other hand, had saturated penetration in Hunan with 80% of its stores. It had a deep mass base and took the route of building high walls and accumulating grain. Chaji was good at preemptive strikes, and various brands occupied a place in the competition through differentiated marketing.
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