The Operation Logic of Traditional Culture Enabling Tea Brand Marketing: Take CHAGEE as an Example

The research background of this paper is to focus on the globalization and diversification of the market, and many brands intend to integrate culture into their products for marketing. At the same time, by the end of 2023, the stores of new tea brands can reach up to 5 billion. Currently, China’s milk tea industry has entered China and entered the era of new tea drinks. This paper to the overlord CHAGEE the brand as a research entrance, the traditional culture can assign tea brand marketing logic study the subject, the research method is used to the process tracking method and 4P theory, through the two methods to the operation of traditional culture risks and the analysis, found that the brand using traditional culture can assign brand marketing method, and at the end to the brand in the use of traditional culture marketing to provide relevant Suggestions. This study has guiding significance for the future development of the related milk tea beverage industry.