Research on the Impact of Scenario-based Design of New Tea-drinking Spaces on Brand Value

In recent years, the new-style tea-drinking market has expanded rapidly. With the upgrading of consumer demands and the younger generation becoming the primary consumer group, the space experience centered around the “third space” has become a crucial strategy for brands to differentiate themselves. This research focuses on the impact mechanism of spatial scenario design on the brand value of tea-drinking brands, aiming to explore the internal relationships among the key elements of spatial design, brand perception, consumers’ emotional connection, and consumption willingness, providing theoretical support and practical references for scenario-based design in the industry. Through a combination of literature research and case-analysis methods, this study systematically reviews relevant domestic and international research on scenario-based design and brand value over the past five years. It selects representative brands as cases, deeply analyzes their spatial design strategies, user feedback, and market performance, and summarizes both successful experiences and existing problems. Scenario-based design is an important means to enhance the brand value of tea-drinking brands, but it needs to follow the four-in-one design principle of “brand consistency, functional diversity, experience coherence, and cost controllability.” In the future, brands should focus on the in-depth exploration and innovative expression of cultural elements, strengthen the multi-functional attributes of spaces, and achieve seamless integration of online and offline scenarios through digital means. In addition, it is recommended to adopt modular design to reduce scenario-updating costs and increase the return on investment. This research provides a theoretical basis and practical path for the optimization of the spatial design of tea-drinking brands, and has important reference value for promoting the high-quality development of the industry.