Exploring the Brand Strategy of CHAGEE

With the progress of society and the development of the times, the food industry presents a trend of diversification and personalisation, in which milk tea is a popular drink, and brand competition is particularly fierce. The success of Lemony Snacks not only reflects the growing consumer demand for healthy beverages but also the value and potential of traditional culture in modern business operations. In this paper, through the questionnaire survey method, the literature review method on the CHAGEE brand strategy was studied. The study found that young people choose the king of tea Ji reason is that it is considered to be real materials, as well as the brand itself, the characteristics of the national tide and co-branding with the major IP have an attractive, and can quickly capture the preferences of young people, and this is very beneficial to the milk tea marketing market law. In terms of marketing strategy, Lemony Snacks enhances the IP value as well as the memory point, shaping a new way of healthy life with milk tea. Through the above strategies, CHAGEE has successfully combined traditional Chinese culture with modern tea beverage brands to create unique brand characteristics and market competitiveness.