数说Social Research：2025年口香糖行业社媒趋势数据分析

Investment Rating - The report does not explicitly provide an investment rating for the chewing gum industry. Core Insights - The chewing gum industry in China is experiencing significant differentiation in social media platform engagement, with Douyin leading in interaction volume, especially peaking at nearly 39 million interactions in September 2025. Weibo remains the primary channel for content dissemination, highlighting the distinct roles of different platforms in brand communication [3][4][8]. - Marketing innovation is driving industry heat, with top brands like Green Arrow, Stride, and Extra employing unique strategies to engage consumers. Green Arrow's "cigarette box" packaging sparked social discussions, while Stride collaborated with popular gaming IPs to reach younger audiences, and Extra launched diverse cross-industry collaborations [3][4][15]. - Consumer focus has diversified, shifting from mere flavor preferences to a comprehensive consideration of functionality and health attributes. Key terms like "fresh breath," "sugar-free," and "xylitol" are gaining traction, alongside emotional and functional needs such as "stress relief" and "alertness" [3][4][23]. Summary by Sections Section 1: Industry Social Media Heat and Trend Analysis - The chewing gum industry exhibited significant fluctuations in social media engagement throughout 2025, with two notable peaks in interaction volume, the highest being 647,000 posts in April [6][8]. - Douyin dominated the interaction landscape, achieving an impressive 38.88 million interactions in September, far surpassing other platforms [8][10]. Section 2: Top Brand Marketing Strategies and Performance - Green Arrow, Stride, and Extra emerged as the top brands in social media engagement, with Green Arrow and Stride leading significantly [15][18]. - Green Arrow's marketing strategy focused on "topic innovation" and "scene penetration," notably through its cigarette box-like packaging, which generated substantial social media buzz [17][18]. - Stride's strategy revolved around "community penetration" and "value resonance," leveraging collaborations with popular esports to connect with the Z generation [19][20]. - Extra's approach emphasized "diverse cross-industry" and "scene segmentation," successfully engaging consumers through various collaborations and innovative product launches [21][22]. Section 3: Consumer Purchase Considerations for Chewing Gum - Key decision factors for consumers include core functionality, brand marketing, and product attributes, with "fresh breath" and "stress relief" being the most frequently mentioned [23][24]. - Health considerations are increasingly important, with "sugar-free" and "xylitol" being significant factors for consumers concerned about dental health [29][30].