Digital Brand Strategy for Regional Coffee Growth: A Case Study of Kunming Coffee's Online Marketing Performance
Year: 2025
Type: article
Abstract: The global coffee market is intensely competitive, necessitating that regional producers adopt sophisticated digital branding strategies to achieve growth and distinction.This study investigates the digital brand strategy employed to promote Kunming coffee, a burgeoning regional coffee from Yunnan Province, China, analyzing its online marketing performance.Through a qualitative case study methodology, the research examines the integration of content marketing, social media engagement, and e-commerce tactics across platforms such as Douyin, WeChat, and Tmall.The findings reveal that a narrative strategy emphasizing terroir, ethnic minority culture, and sustainability effectively differentiates Kunming coffee in the digital landscape.However, challenges persist, including inconsistent brand messaging and intense competition from established international brands.The study concludes that a cohesive digital brand strategy, which leverages unique regional attributes while aligning with the sensibilities of modern Chinese consumers, is critical for the sustainable growth of regional coffee brands.This research contributes to the literature on regional agricultural branding and offers practical insights for stakeholders in the Yunnan coffee industry and similar regional agricultural sectors.
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
SDG: Zero hunger
Open Access status: bronze
OpenAlex ID: W4414424105
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