Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 40 , 10 November 2023


Open Access | Article

A Case Study on the Operation Mode of Hey Tea

Yue Ma * 1
1 Furen International School

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 40, 41-45
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yue Ma. A Case Study on the Operation Mode of Hey Tea. AEMPS (2023) Vol. 40: 41-45. DOI: 10.54254/2754-1169/40/20231989.

Abstract

This case study mainly expounds the advertising and marketing strategy of Hey Tea through co-branding and building high-end Internet celebrity stores and the idea of mainly building well-known Internet celebrity stores before the epidemic to form an online and offline closed loop with the control and sale of small programs during the epidemic, and compare the marketing strategies of digital new media.

Keywords

HEYTEA, marketing, internet celebrity marketing, epidemic, digital media

References

1. heyteago.com. [J] .In 2012, HEYTEA originated in an alley by the river. In order to distinguish it from the endless copycat brands, it was fully upgraded to the registered brand HEYTEA.

2. A good article writer. [J].2022.12.27. Hey Tea’s Internet celebrity marketing strategy

3. Shine Hu. [N] 2020.05.26. Learn from HEYTEA: Leveraging the Power of Crossover Co-branding

4. Everyone is a product manager. [J]. 2023.03.05. Hi Tea, strong digital operation ability disassemble

5. 36Kr [N] 2020-02-24. Tea survival report during the epidemic: more optimistic than expected, 80% of stores can control the loss

6. 36Kr [N] 2020-02-24 photo1. Tea survival report during the epidemic: more optimistic than expected, 80% of stores can control the loss

7. KaMen [J] 2020.03.22. 96% of stores have resumed work. What are the countermeasures for Hey Tea during the epidemic?

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-101-8
ISBN (Online)
978-1-83558-102-5
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/40/20231989
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated