• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2026 > Volume 14 Number 3 (2026) >
JOEBM 2026 Vol.14(3): 266-268
DOI: 10.18178/joebm.2026.14.3.953

A Strategic Analysis of Chaheetea (Bawang Chaji): A SWOT Perspective

Tianhui Zheng
Tianhui Zheng
Monash Business School, Monash University, Melbourne, Australia
Email: 3183451733@qq.com

Manuscript received May 5, 2026; accepted July 22, 2026; published September 18, 2026.

Abstract—China’s new-style tea beverage market has shifted from rapid expansion to mature stock competition, where brand differentiation and operational refinement are critical for success. This paper selects Chaheetea (Bawang Chaji, hereinafter CHAGEE), a fast-growing Chinese tea brand, as the research subject. Using the SWOT framework, the study systematically evaluates CHAGEE’s internal strengths and weaknesses against external opportunities and threats. The investigation utilizes brand marketing theory, industry reports, and public data. Principal strengths are a distinct quality-oriented product offering and robust cultural branding anchored in the “Guochao” look. Weaknesses involve high structural costs and limited interactive marketing depth. Opportunities lie in geographic expansion and digital retail, while threats include intense multi-level competition and regulatory risks. Based on this assessment, strategic recommendations are proposed to strengthen CHAGEE’s market position.

Keywords—new-style tea beverage, Chaheetea (Bawang Chaji), brand marketing, strategic management, SWOT analysis, competitive strategy

Cite: Tianhui Zheng, "A Strategic Analysis of Chaheetea (Bawang Chaji): A SWOT Perspective," Journal of Economics, Business and Management, vol. 14, no. 3, pp. 266-268, 2026.

Copyright © 2026 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).


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