FORMATION AND IMPLEMENTATION OF AN INTERNATIONAL PRODUCT STRATEGY AS A FACTOR FOR ENSURING THE COMPETITIVENESS OF CHINESE TEA BRANDS IN UKRAINE.

Abstract

The article comprehensively examines the theoretical and applied foundations for the formation and implementation of the international product strategy of Chinese tea brands in Ukraine as a key factor in strengthening their competitiveness. The relevance of the transition from a raw material export model to systematic brand equity management in the Premium and Super-Premium segments is determined.

It is substantiated that in the context of Ukraine's European integration, strategic differentiation is achieved through complex product greening, compliance with HACCP and EU Organic standards, as well as the implementation of sustainable development principles and the Zero Waste concept. Particular attention is paid to the digital transformation of marketing channels: the use of omnichannel communication models and the integration of QR technologies to ensure raw material traceability, which is critically important for the modern consumer.

A comparative analysis of raw material and premium export models was conducted, confirming that the adaptive premiumization model is based on the synergy of cultural authenticity, digital transparency, and corporate environmental responsibility. It is proved that the strategy of status pricing combined with educational marketing tools (tea ceremonies, tastings, webinars) allows for minimizing the risks of direct price competition and creating high added value. The conclusions emphasize that the adaptation of the Chinese cultural code to the needs of the Ukrainian market is the foundation for the successful expansion of brands and the formation of consumer loyalty.