A Study on Consumer Behavior in the Context of Economic Downturn and the Analysis and Optimization of Marketing Strategies for “New Chinese” Milk Tea: A Case Study of CHAGEE

Abstract

CHAGEE opened over 3,500 stores in just six years, with more than 2,000 of them launched in 2023 alone. In contrast, Heytea took 12 years to surpass 3,000 stores. This rapid expansion leveraged consumer herd behavior and strategic marketing approaches during economic downturns. this studyemploys the AISAS marketing theory and Nash equilibrium to analyze product homogenization, added value, and how Ba Wang Cha Ji transitioned from being perceived as a “follower” or “copycat” to becoming a wildly popular Chinese-style milk tea brand. The study will also offer optimization and improvement strategies for Ba Wang Cha Ji’s marketing operations.