Research on Brand Management and Market Expansion Strategy of CHAGEE

CHAGEE is a famous tea beverage brand in China. The success of the brand in the domestic market and the recognition of the majority of consumers are attributed to the company's scientific management of innovative brands and reasonable marketing methods, CHAGEE organically integrates traditional tea culture with modern consumer preferences. CHAGEE has successively landed in Shanghai, Dali and other cities in China, and has opened stores in Malaysia, Singapore and other countries. The core part of the paper focuses on the opportunities and challenges faced by the current enterprise, and how the company is scientifically expanded and operated. Through a detailed analysis of the product management mode and development status, as well as the specific situation of consumers, combined with the overall market pros and cons analysis, in the search for reasons while summarizing some successful experience, to provide theoretical support for related industries and other brands in the same industry.