Author(s)

Yiwen Fan, Kexin Yan

Corresponding Author

Yiwen Fan

ABSTRACT

This study aims to introduce the increasing popularity of new-style tea drinking industry in recent years. The main purpose is to evaluate the status of milk tea industry, analyze the potential opportunities and uncertainties for milk tea companies. By focusing on both past development as well as its customer preferences and current situation, evidence shows that impact of social media will provide opportunities for marketing activity in milk tea industry, however, there are also some potential threats in present society. In addition, taking the Sexy Tea as a case, this study illustrates the development of new-style milk tea drinking industry in China, which are beneficial to understand the unique features as well as the dilemma of this industry in the current market.

KEYWORDS

Milk tea, evolution of industry, Sexy Tea case