Study on the Communication Strategy of Neo-Chinese-Styled Tea Drink Brand CHAGEE on Douyin under the Perspective of Ritual View

Abstract

In recent years, China's economic growth and rising international status have fueled a surge in consumer confidence and identification with local culture, leading to the emergence of Neo-Chinese-Styled tea drinks. CHAGEE, a representative brand founded in 2017, has rapidly expanded globally with over 4,500 shops, demonstrating the potential of this new tea drink category. This study focuses on the communication strategy of CHAGEE on the short video platform Douyin, examining how the brand leverages the platform's capabilities and adopts a ritual view of communication to engage consumers and promote its Neo-Chinese-Styled tea drinks. Adopting a qualitative research approach, this study utilizes content analysis to examine 189 works released by CHAGEE's official Douyin account. It analyzes how the brand employs brand symbols, cultural images, and interactive content to shape a ritualized brand experience and foster brand loyalty. This study demonstrates that CHAGEE's successful communication strategy on Douyin stems from its effective integration of the ritual view of communication, cultural narrative, and consumer engagement. It provides valuable insights for Neo-Chinese-Styled drink brands seeking to leverage new media platforms for effective brand communication and sustainable growth.