Analysis Based on ISMAS Theory on New-style Tea Beverages in China: A Case Study of HEYTEA

Abstract

This study examines HEYTEA, a leading new-style tea beverage brand, using the ISMAS model (Interest-Search-Mouth-Action-Share) and PEST analysis (Policy-Economy-Society-Technology) to evaluate its marketing status quo and optimization strategy. Rooted in the backdrop of China's consumption upgrade, the booming new-style tea market and a stage of stock competition in the new-style tea industry, this research highlights HEYTEA's success in five dimensions: Interest, Search, Mouth, Action, and Share, leveraging limited editions, mini-programs, KOL collaborations, omnichannel marketing, and Instagrammable designs to engage digitally savvy consumers. However, it also identifies critical challenges such as product homogenization, unmet health-conscious demands, and limited penetration in lower-tier markets. This study proposes multiple approaches including innovating products, validating precise marketing, expanding healthy drink offerings, expanding into lower-tier markets and multi-channel distribution, and optimizing business strategies. To sum up, this study analyzes HEYTEA's marketing via ISMAS/PEST, noting success in engagement but challenges like homogenization, health trends, and lower-tier market gaps, suggesting innovation and expansion strategies.