{"title":"2023年中国大型奶茶品牌的数字营销:内容分析","authors":"Lin Wang, Navoda Nirmani Liyana Pathirana, Florentine Martino, Jia Ying Wu, Mengshan Ren, Kathryn Backholer","doi":"10.1017/S1368980025101110","DOIUrl":null,"url":null,"abstract":"<p><strong>Objective: </strong>Bubble tea is known to have adverse health impacts due to its high sugar content. However, the influence of digital marketing on its consumption, especially among young people, remains unclear. This study aimed to describe the digital marketing strategies of Chinese bubble tea brands.</p><p><strong>Design: </strong>A content analysis of all marketing posts made by the top three Chinese bubble tea brands (by market share) - XIXUE, HEYTEA, and NAYUKI - on Bilibili between 1st of January 2023 and 31st of December 2023.</p><p><strong>Setting: </strong>Bilibili, a popular social media platform among Chinese young people, in 2023.</p><p><strong>Participants: </strong>Not applicable.</p><p><strong>Results: </strong>Branding is central to the digital marketing strategies of bubble team brands, with the majority of posts using brand logos (99%), branded effects (80.1%), and branded characters (63%), including children's characters (19%). Marketing strategies promoting user interaction were also common, reflected in the frequent use of hashtag campaigns (63%), general engagement strategies (43%), and competitions (10%). Cultural elements that are integrated into the marketing message to resonate with the audience's cultural identity were present in 47% of posts.</p><p><strong>Conclusions: </strong>Bubble tea brands are using a range of digital marketing strategies to engage consumers and build brand presence in the competitive bubble tea market in China. Measures to protect young consumers from the exposure of such marketing should be considered as a way of improving population diets and reducing excess weight gain.</p>","PeriodicalId":20951,"journal":{"name":"Public Health Nutrition","volume":" ","pages":"1-20"},"PeriodicalIF":3.0000,"publicationDate":"2025-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The digital marketing by big bubble tea brand in China in 2023: A content analysis.\",\"authors\":\"Lin Wang, Navoda Nirmani Liyana Pathirana, Florentine Martino, Jia Ying Wu, Mengshan Ren, Kathryn Backholer\",\"doi\":\"10.1017/S1368980025101110\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p><strong>Objective: </strong>Bubble tea is known to have adverse health impacts due to its high sugar content. However, the influence of digital marketing on its consumption, especially among young people, remains unclear. This study aimed to describe the digital marketing strategies of Chinese bubble tea brands.</p><p><strong>Design: </strong>A content analysis of all marketing posts made by the top three Chinese bubble tea brands (by market share) - XIXUE, HEYTEA, and NAYUKI - on Bilibili between 1st of January 2023 and 31st of December 2023.</p><p><strong>Setting: </strong>Bilibili, a popular social media platform among Chinese young people, in 2023.</p><p><strong>Participants: </strong>Not applicable.</p><p><strong>Results: </strong>Branding is central to the digital marketing strategies of bubble team brands, with the majority of posts using brand logos (99%), branded effects (80.1%), and branded characters (63%), including children's characters (19%). Marketing strategies promoting user interaction were also common, reflected in the frequent use of hashtag campaigns (63%), general engagement strategies (43%), and competitions (10%). Cultural elements that are integrated into the marketing message to resonate with the audience's cultural identity were present in 47% of posts.</p><p><strong>Conclusions: </strong>Bubble tea brands are using a range of digital marketing strategies to engage consumers and build brand presence in the competitive bubble tea market in China. Measures to protect young consumers from the exposure of such marketing should be considered as a way of improving population diets and reducing excess weight gain.</p>\",\"PeriodicalId\":20951,\"journal\":{\"name\":\"Public Health Nutrition\",\"volume\":\" \",\"pages\":\"1-20\"},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2025-10-06\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Public Health Nutrition\",\"FirstCategoryId\":\"3\",\"ListUrlMain\":\"https://doi.org/10.1017/S1368980025101110\",\"RegionNum\":3,\"RegionCategory\":\"医学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"NUTRITION & DIETETICS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Public Health Nutrition","FirstCategoryId":"3","ListUrlMain":"https://doi.org/10.1017/S1368980025101110","RegionNum":3,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"NUTRITION & DIETETICS","Score":null,"Total":0}
The digital marketing by big bubble tea brand in China in 2023: A content analysis.
Objective: Bubble tea is known to have adverse health impacts due to its high sugar content. However, the influence of digital marketing on its consumption, especially among young people, remains unclear. This study aimed to describe the digital marketing strategies of Chinese bubble tea brands.
Design: A content analysis of all marketing posts made by the top three Chinese bubble tea brands (by market share) - XIXUE, HEYTEA, and NAYUKI - on Bilibili between 1st of January 2023 and 31st of December 2023.
Setting: Bilibili, a popular social media platform among Chinese young people, in 2023.
Participants: Not applicable.
Results: Branding is central to the digital marketing strategies of bubble team brands, with the majority of posts using brand logos (99%), branded effects (80.1%), and branded characters (63%), including children's characters (19%). Marketing strategies promoting user interaction were also common, reflected in the frequent use of hashtag campaigns (63%), general engagement strategies (43%), and competitions (10%). Cultural elements that are integrated into the marketing message to resonate with the audience's cultural identity were present in 47% of posts.
Conclusions: Bubble tea brands are using a range of digital marketing strategies to engage consumers and build brand presence in the competitive bubble tea market in China. Measures to protect young consumers from the exposure of such marketing should be considered as a way of improving population diets and reducing excess weight gain.
期刊介绍:
Public Health Nutrition provides an international peer-reviewed forum for the publication and dissemination of research and scholarship aimed at understanding the causes of, and approaches and solutions to nutrition-related public health achievements, situations and problems around the world. The journal publishes original and commissioned articles, commentaries and discussion papers for debate. The journal is of interest to epidemiologists and health promotion specialists interested in the role of nutrition in disease prevention; academics and those involved in fieldwork and the application of research to identify practical solutions to important public health problems.