Brand Marketing
Behind Xiang Piao Piao's 'Money-Burning' Marketing Strategy
Industry insiders believe that Xiang Piao Piao's continued reliance on 'money-burning' advertising investment is likely to bring about unhealthy performance growth, and the high advertising costs may ultimately become a 'time bomb' eroding the company's net profit. Despite its success with cup milk tea, Xiang Piao Piao has been unable to enter the A-share market, and its recent attempt to become the 'first cup milk tea stock' faces challenges.
董亮 高萍