From User Segmentation to Brand Loyalty: HEYTEA's Path to Building Close Ties with Consumers

Abstract

Amid intensifying competition in the new tea beverage industry and the evolving health- and culture-related demands of consumers, establishing differentiated market positioning and sustaining customer loyalty constitutes a core challenge for major players in the sector. Using HEYTEA as a case study, this research focuses on user segmentation strategies and pathways to brand loyalty development, examining how the brand leverages health-oriented concepts, Eastern aesthetics, IP collaborations, and digital operations to address the functional and emotional needs of diverse user segments, thereby fostering a stronger sense of brand belonging and loyalty. Using HEYTEA as a case study, this research focuses on user segmentation strategies and pathways to brand loyalty development, examining how the brand leverages health-oriented concepts, Eastern aesthetics, IP collaborations, and digital operations to address the functional and emotional needs of diverse user segments, thereby fostering a stronger sense of brand belonging and loyalty. The conclusion of this paper can provide reference suggestions for brand positioning, user operation and long-term strategy of new tea industry.