Research on Current Development and Social Media Marketing Strategies of MIXUE Ice Cream&Tea’s

Abstract

As one of the hottest milk tea stores, MIXUE frequently appears on social media. This paper analyzes the current state of MIXUE’s social media marketing and identifies problems in MIXUE’s social media marketing decisions. MIXUE does not appropriately market its products; all its efforts are directed at promoting the MIXUE brand itself. In addition, MIXUE’s short video content was not impressive and did not leave a good impression of the brand. On top of that, MIXUE did not choose to hire a KOC or KOL to be the brand spokesperson. And the store planning was not reasonable, which led to stores of the same brand competing with each other. In order to solve these problems, MIXUE should improve the content of its products in the promotion and try to improve the quality of short videos. In addition, MIXUE should hire the right KOC or KOF to promote their products and brands and reasonably plan the stores to reduce the competition. This article can provide new ideas and information for milk tea companies when exploring social media marketing strategies.