【正文】 g Kongbased, largescale enterprise that focuses its business on the production and sales of specialized beverages. In 1995, the Group launched the first redcanned “Wong Lo Kat”. In 1999, the Group set up its production base as a foreign capital enterprise in Chang An Town of Dongguan City, which is located in the Guangdong Province of China. In order to tie in with the Chinese nationwide market development strategy, the Group also set up individual production plants in Beijing, Zhejiang, Fujian and Guangzhou. Various beverage products are produced by the JDB Group, such as the redcanned “Wong Lo Kat” and other tea drinks. “Wong Lo Kat” has more than 170 years of history, and is the one of most traditional and distinguished brands in Chinese history. Within the herbal tea industry, the redcanned “Wong Lo Kat” is also the number one brand, being made from pure Chinese herbs with their unique and effective functions of clearing heat and reducing excessive fire from the body. The JDB Group39。s distribution work covers more than 30 provinces, cities and autonomous regions in China, with the products are also exported to Southeast Asia, Europe and America. The JDB Group has expanded rapidly in 1999, and the Group set up “Guangdong JDB Beverage Company Limited” in Chang An Town of Dongguan City, Guangdong Province. In late 2020, the Group invested in the Beijing economic development zone and established “JDB Beverage Company Limited”. In 2020, “Zhejiang JDB Beverage Company Limited” was established in Shaoxing of the Zhejiang Province. In mid2020, the Group established “Fujian JDB Beverage Company Limited” in Shishi City of Fujian Province. [1] The data (2020) from AC. Nielsen shows that Wong Lo Kat had the top one sales revenues of all beverages in China, larger than Coco Coca and Pepsi Coca. Wong Lo Kat(王老吉 ) is one of the most popular traditional herbal teabrands in China。s consistent preference and/or purchase of the same brand in a specific product or service category”.[3] What is advertising? Advertising is defined as “paid nonpersonal munication from an identified sponsor using mass media to persuade or influence an audience. Advertising is a widely used marketing technigue in which a marketer claims product superiority for its brand over one or more explicitly named or implicitly identified petitors, either on an overall basis or on selected product attributes. Advertising is useful for reinforcing brand loyalty, for target market selection and strategies”.[4] Marketers are usually interested in attracting not just brand users, but more importantly, those who will consistently purchase the pany39。s pelling message (feedback). [2] But how to anize or plan a good advertisement? There are many steps to do it, but doing research is the basic foundation. Consumer motivation and behaviour can be understood through research. From the research, marketers and analysists will identify the target market and consumer segmentation. After that, the advertisement can aim at the target consumers precisely. A firm39。 for example, the popular Earl Grey tea is black tea with bergamot, jasmine tea is Chinese tea with jasmine flowers, and genmaicha is a Japanese green tea with toasted rice. Before the 1990s, Wong Lo Kat was set as a kind of function beverage in Guangdong Province, but in northern of China, Wong Lo Kat was set as a kind of mon beverage, like Pepsi Cola, or Sprite. In the 1990s, the advertising campaign of Wong Lo Kat focused on the product itself as a mon beverage , but did not focus on the concept related to the Chinese traditional. The advertising campaigns targeted the old generation customers at that time, because only the old generation could understand the concept or insight of function beverage and heatiness. The marketers of Wong Lo Kat at that time attempted to sell Wong Lo Kat as a brand which has long history. Consumer behaviour in China Today, the marketers of Wong Lo Kat have devised a marketing strategy to reposition the traditional herbal tea as a beverage to promote healthiness, as well as to prevent the condition of heatiness. According the homepage of Wong Lo Kat, heatiness is a general term in Chinese medical theory for all diseases that are hot and masculine in nature. Marketers and researchers today note that consumers not only prefer the good taste of drinks, but also prefer than to be healthy. On the marketing pretest, there are five Chinese eating habits can be easily to infected heatiness. They are: eating hotpot, watching TV for a long periods with evening, eating fried food, barbecue, and sunbathinging. Also, the data of marketing pretest from the electronic cite quotation present that there are two best ways to reach the target customers of Wong Lo Kat: ① Broadcast media ② Outdoor advertising. Brand repositioning and campaign planning Based on this research, Wong Lo Kat created a new advertising campaign and planed its media strategy. The first step in Wong Lo Kat39。s body, the person would have a fever, stomachache, canker sore, toothache, etc. As a healthy functional drink, Wong Lo Kat tries to promote that this herbal tea can cure the heatiness. In an advertising campaign, a brand to be pos