The effective use of brand marketing in the Chinese plant-based milk market

Abstract

Today's Chinese consumer market is seeing an increase in the number of vegetarians, including those who choose not to consume animal products for religious, environmental, or health reasons, as people become more concerned about healthy eating. More and more people are choosing plant- based milk as an alternative to dairy products. Plant-based milk generally contains less fat and cholesterol than cow's milk, and modern technology and techniques have made it increasingly popular with more and more consumers as the quality and taste of plant-based milk is becoming closer to, or even surpasses, that of cow's milk. This has led to the rapid growth of the plant- based milk market. At the same time, with the development of brand marketing, more and more plant-based milk brands have emerged, making the market increasingly competitive. In this highly competitive market, the effective use of brand marketing has become one of the key factors for the success of plant- based milk brands in the Chinese market.

The purpose of this thesis is to explore the effective application of brand marketing in the Chinese plant-based milk market. Firstly, this thesis will introduce the background and current development of the plant-based milk market, as well as the definition and importance of brand marketing. Secondly, the thesis will analyze the current competitive situation and brand marketing strategies of plant-based milk brands in the Chinese market. Finally, the thesis will combine case and data analysis to make recommendations for the development of plant-based milk brands.