A Study On The Competitive Strategy Of New Tea House In China

Tea industry in China is basically "slow pin" industry.The sales of traditional tea than tea beverage sales.And in the sales channels,the past&present original retail tea as the main way,online sales is complementary,the teahouse,tea and other experience shop sales of less than 1%.Facing the huge market demand in China,more than thinking to break the Chinese tea merchants bureau,foreign merchants also bullish on this hope to be able to get the world's largest tea market.TB is based on the Teavana tea brand.Teavana has been listed in the U.S.and buyout by Starbucks in 2012,the original Starbucks plans to open more than 1000 TB teahouse is focused on the expansion of Starbucks coffee shop business,because Starbucks and shelved the plan,instead will Teavana tea products into Starbucks product line way into China.Were introduced in this paper,the author in the study of Starbucks,trying to use the Starbucks cafe open work experience,and Starbucks' TB new teahouse in the cause of the failure of America and the study of Chinese tea market,TB new teahouses in China business competition strategy research.Has standardized the core advantage of TB,but are missing the best development opportunity in China,and Chinese tea brand is gradually rise,this paper USES five models of competitive strategy and related research tools,doing business in China for TB design competition strategic direction,implementation and guarantee.This paper argues that TB must be quick to enter the Chinese market and distribution in China purchasing center,through online marketing activities to strengthen international brand advantage,preferred teahouses in mind to grab the consumers' mind.Using the theory of 4 p marketing,human resources,the six modules,such as scientific research theory,according to the results of starbucks coffee shop open experience,of TB in China business strategy implementation.The use of humanistic care for customers,for employees,through building consumption environment and marketing of high quality experience to form consumer spending habits,and through the online marketing activities to strengthen TB new tea brand value.