Marketing Strategy and the U.S. Market Based on the Performances of Existing Chinese Milk Tea Brands

Jiaying Zhao

doi:10.54097/hbem.v2i.2375

Authors

Jiaying Zhao

DOI:

https://doi.org/10.54097/hbem.v2i.2375

Keywords:

Mixue, Data Analysis, Case Study, Milk Tea, Marketing Strategy.

Abstract

This study aims to discuss and find solutions for Mixue Ice Cream & Tea, a milk tea brand known for its social media presence and low price in China, regarding its emerging hindrance in the domestic milk tea market. The hindrance is the increasingly saturated market and heating up competition among all the brands, which is also a ubiquitous problem for all these brands. By examining the situation and finding the solutions, Mixue and similar brands can be benefited and seek further development overseas. This study used data analysis to elucidate the current status of Mixue and probed a precedent brand with similar problems as a case study to estimate the efficiency and practicability of certain strategies. The conclusion is drawn after scrutinizing the data and facts collected: to adapt to the overseas market, Mixue will have to reinforce the management of the franchisees, expand supplier chains, and adjust brand culture and brand image accordingly to the local environment.

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