Market Competition Strategy of New Tea Beverage Brands in the Guangdong–Hong Kong–Macao Greater Bay Area: A Case Study of HEYTEA

With the rapid upgrading of consumption structures in China, the new tea beverage industry has experienced sustained growth over the past decade. According to industry reports, the market size of China's new-style tea beverage sector exceeded RMB 290 billion in 2023, driven by urban lifestyle changes and young consumer demand. As a representative premium brand originating from the Guangdong–Hong Kong–Macao Greater Bay Area (GBA), HEYTEA has established strong brand influence through product innovation, digital marketing, and experiential retail strategies. This paper focuses on HEYTEA as a case study to analyze its market competition strategy within the GBA. On the basis of industry trends available in the public domain and industry literature, this study applies SWOT analysis and 4P concepts of marketing to scrutinize internally HEYTEA's strengths and weaknesses, as well as its threats and opportunities in the external environment. The proposed study will also attempt to unlock HEYTEA's secret to success and highlight the marketing challenges confronted by this company in a market that appears to be becoming saturating by the day.