The Marketing Strategy on MIXUE Milk Tea on Social Media Platforms

Abstract

Recently, the milk tea industry is increasingly popular in China, and the competition in the market is fierce. In 2019, a company called Mixue, which specializes in providing low-cost milk tea, become well-known in China within only a month. Mixue’s success in rapidly gaining a lot of customers relies on the brand’s marketing on social media platforms. This study analyzes how Mixue increases its brand’s popularity and attracts many customers through social media. The goal is to reveal the key factors that make social media a catalyst in the brand marketing of the milk tea industry. The approach is a combination of case study and literature analysis. The conclusion is that social media is a powerful medium for milk tea companies to do advertising and marketing. The key factors that make social media effective are the overlap of the age distribution between milk tea consumers and social network users, the multimedia content in a familiar topic, and the rapid dissemination of controversial information. Moreover, advice on applying social media to further improve customer services in the milk tea industry is also stated in the research.