The Research on M Milk Tea Brand: Market Positioning, Consumer Insights, and Future Strategic Outlook

Authors

  • Jinghua Xu
  • Khunanan Sukpasjaroen
  • Thitinan Chankoson

Abstract

In recent years, with the increase in per capita income of Chinese residents and the growth of urban population, the milk tea industry has achieved tremendous success in the Chinese market. This study comprehensively analyzes the market positioning, consumer characteristics, and marketing strategies of the M Milk Tea brand. Through in-depth analysis of age structure, gender distribution, and occupational characteristics, the researchers found that the M Milk Tea brand has a strong market appeal among young people, especially dominating the age groups under 18 and 18-24. There is a trend of more female consumers in gender distribution, but compared to the entire milk tea market, the M Milk Tea brand's gender characteristics are more inclusive. In terms of occupational characteristics, white-collar workers and students are the main consumer groups, with the M Milk Tea brand holding a larger proportion, especially among students. In addition, the researchers analyzed the choice of sales channels and found that the M Milk Tea brand primarily focuses on offline stores, with relatively lagging development in online sales channels. Regarding promotional strategies, the study revealed consumer preferences for traditional promotions such as "buy one, get one free" and "half-price for the second cup," but pointed out potential opportunities for promotional innovation and online channel expansion. By understanding the sources of consumer knowledge, the researchers found that personal consumption experience is the main source of information, and the utilization of new media and other marketing methods is relatively limited. Finally, from the perspective of integrating multiple studies, this research discusses the advantages and potential development opportunities of the M Milk Tea brand in market competition. Overall, the M Milk Tea brand shows good potential in terms of youthfulness, brand awareness, and market share, but there is still room for improvement in promotional innovation and online channel expansion. The research results provide profound market insights and reference for the future development strategies of the milk tea industry.

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Published

2024-02-02

How to Cite

Xu, J. ., Sukpasjaroen, K. ., & Chankoson, T. (2024). The Research on M Milk Tea Brand: Market Positioning, Consumer Insights, and Future Strategic Outlook . Migration Letters, 21(4), 277–293. Retrieved from https://migrationletters.com/index.php/ml/article/view/7289

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Articles