*Best Case in International Management Atlas-AFMI 2024

Inviting franchises since 2015, Tianlala is a Chinese new style tea drink brand that mainly produces, develops and sells fresh ice cream, tea and coffee. So far, it has covered 28 provinces, 105 cities and 3 municipalities from north to south, opened more than 100 directly-operated stores, more than 5,000 franchised stores nationwide, served more than 200 million customers, and sold an average of 1.5 million cups of milk tea everyday.

Facing strong competitors, how can an emerging brand start from being unknown to being accepted and appreciated by consumers, especially the young ones? Through this case, we hope to provide inspiration for new brands positioning to brand marketing.