Research On The Development Strategic For Chanong New-style Tea Drink Limited Company

In recent years,with China’s rapid economy growth and rising living standards,many new-style tea drink brands have sprung up all over the country which creates a strong development trend on new-style tea drink industry.In 2021,China’s new-style tea drink market reached 143.1 billion RMB,and the number of stores exceeded 550,000.The 14 th Five-Year Plan clearly proposes to strengthen the internal circulation of China’s economy,which means that expanding domestic demand,enhancing the people’s consumption willingness and promoting the release of social consumption potential will be the strong driving force of China’s future economy growth.In addition,the rise of China-chic,Online Consumer and New Form of Consumption are also positive to the new-style tea drink industry.The potential market for the new-style tea drink industry is still vast,and it will become a burgeoning trend of consumption and a major economic growth point in the days ahead.Chanong New-style Tea Drink Limited Company was established in 2016 and located in Xi’an Shannxi Province.As of March 2023,Chanong New-style Tea Drink Limited Company opened 284 stores and the annual sales exceeded 10 million cups.With the rapid business development and the furious industry competition,some problems gradually emerged,such as the flawed organizational framework,the insufficiency of management level and etc.These factors directly make the slow progress of the company in achieving sustainable development and further expansion.In the fiercely competitive and homogeneous realm of new-style tea drink,it is essential to maximize utilization of resources,devise strategic objectives and planning judiciously,augment the company’s advantages and features,and implement multiple steps to compensate for its deficiencies and realize long-term development and advancement.Exploring the development strategy of Chanong New-style Tea Drink Limited Company,this paper takes the current and future evolution of the new-style tea drinks industry as its backdrop.The thesis provides a comprehensive overview of the development history and current situation of Chanong New-style Tea Drink Limited Company.Based on this,the internal capabilities and external business environment of the company are analyzed comprehensively,and the SWOT analysis model is applied to clarify the external opportunities and threats and internal strengths and weaknesses of the company,to study and formulate the development goals of the company,to accurately grasp the opportunities and challenges in the development of the company,and to propose strategic goals suitable for the development of Chanong New-style Tea Drink Limited Company.The development strategy chooses a growth-oriented development strategy,mainly through optimizing brand strategy,product strategy and sales strategy,conducting new product research and development,exploring diversified business,furthering core competitiveness with the service concept of quality first and customer second,and broadening the competitive advantage and brand influence of Tea Lounge in the new-style tea drink industry.In the new-style tea drink industry,safeguarding the development strategy entails improving the management system,innovating the organizational structure,investing in talents and emphasizing corporate culture construction all of which are key to gaining a competitive edge and brand influence.It is our wish that this article can serve as a source of motivation for other companies in the burgeoning tea drink industry,thereby furnishing references for the evolution and progress of this new-style beverage sector.