Ivey Business School (Canada)
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Tianlala: Growth of A New-Style Tea Drink Brand
Yongfa Li, William Wei, Etayankara Muralidharan, Henyang Kong, Yufan Hou, Sichun Yang, Caleb ChenCase IVEY-W31838-EEntrepreneurship, MarketingTianlala is a Chinese new-style tea drink brand that has been developing, producing, and selling fresh ice cream, tea, and coffee since 2015. By 2021, the brand covered twenty-eight provinces, 105 cities, and three municipalities across China. It had opened more than one hundred directly operated stores and more than six thousand franchised stores nationwide, served more than two hundred million customers, and sold an average of 1.5 million cups ...Starting at €8.20