Research on the Strategy for Breaking through the Circle of Beverage Products under Social Media Marketing

A Case Study of Sauce-Aroma Latte and Coconut Cloud Latte

Abstract

With the continuous diversification of beverage products like milk tea and coffee alongside the rapid growth of social media, beverage innovation has gained significant momentum in the market, attracting increasing consumer attention. Xiaohongshu, a platform for content discovery and consumption scenarios, and Douyin, a major short-video dissemination platform, have become crucial platform for beverage brands to compete for publicity. Characterized by speed, resonant content, these dual platforms have emerged as vital arenas for beverage brands. This study examines the collaborative marketing campaigns of Luckin Coffee's "Sauce-Aroma Latte" and "Coconut Cloud Latte" with established Chinese brands. It systematically analyzes operational strategies on Xiaohongshu and Douyin through content analysis of posts/videos from official accounts, marketing channels, KOLs, and general users, along with metrics like likes and related comments. Findings reveal that Luckin achieved significant user engagement success through content matrix construction, diversified interactions, and differentiated product marketing. This provides practical insights for refined social media operations, supporting sustainable brand growth.