First of all, IP marketing makes it a "snow king"
In the past, the brand slogan, brand representative color and store image were not unified, and the brand awareness was low, so the "Snow King" did not enter people's field of vision. However, on 202 1, with the brainwashing melody of "You love me, I love you, Mi Xue Bing Cheng is very sweet", Mi Xue Bing Cheng turned over and became the "Snow King".
The theme song of Michelle Ice City is based on the American country folk song "Oh! Susanna, as a basic tune and simple lyrics, made her theme song easily played hundreds of millions of times, successfully brought the IP of Snow King into people's field of vision, formed a brand symbol, and started the IP marketing of Honey Snow Ice City.
Second, the marketing method that is close to "template"
In such an "involution" market environment of mainland catering industry, the aroma of wine is afraid of deep alleys, and it is extremely impossible to get out of the circle only by the quality of wine. Therefore, more and more brands choose marketing to enhance their brand competitiveness.
Michelle Ice City is a successful example. No, just a few days after the joint store of Mi Xue Bing Cheng and the post office did not open first, Mi Xue Bing Cheng once again boarded the hot search of major social platforms with the news of new animation.
(1) price marketing
With the upgrading of consumption and the sinking of the market, the tea industry also has great room for development in second-and third-tier cities. In order to gain a broader market and capture the hearts of most audiences, it is necessary to maximize the cost performance. That's what Michelle Ice City did. Compared with the price of hot tea brands in 20 yuan in the same period, this so-called "milk tea money" can buy 3-4 cups in Mixue Ice City.
Not only in cities, but also in scenic spots, where prices are soaring, Honey Snow Ice City can also be "only one yuan expensive". The price is close to the people, and Michelle Ice City's marketing on the price makes it occupy a place in the "milk tea circle" and cannot be easily shaken.
No, even after the product quality problem was exposed, netizens not only did not condemn it, but also said, "He doesn't think I am poor. Why should I think he is poor?" This shows how popular Michelle Ice City is.
(2) Intellectual property marketing
In fact, in 20 18, Mi Xue Ice City realized the need for a clear brand image, so it created the image of "Snow King". Since the theme song of Honey Snow Ice City was broadcast and Snow King became popular, the marketing of the IP "Snow King" has never stopped. Whether it is the Snow King who often goes to other tea shops to "provoke":
Or the collective "expedition" of Snow King; Or "Snow King" who was tanned because of "picking mulberries": Marketing based on Snow King gradually formed a concrete and personalized image in consumers' minds, established an emotional bond between consumers and brands, enhanced users' stickiness, and even seized the most rare "road popularity".
(3) "touching porcelain" marketing
In addition to the above two methods called "marketing templates", there is another unique skill in Mi Xue Ice City, that is, touching porcelain marketing.
How to touch porcelain? Remember Luckin Coffee's hottest product "Raw Coconut Latte"? In this regard, Mi Xue Ice City said: "I also have coconuts" may not be an innovation, but the text and tone of this product introduction seem to make me think of the naughty appearance of Snow King. Netizen said: Well, why not touch porcelain?
In addition, I occasionally brush the video of netizens spitting out that there is too much ice in Ruixing's drink. When I opened it, I found that Mi Xue Ice City was "yin and yang". Netizen: This is the unpretentious commercial war in reality. Ha ha ha ha, this is not, but also "smashed" by Mi Xue Ice City.
Third, the most important thing is to capture the hearts of the audience.
In fact, after summing up so much, if we go back to the essential analysis of the brand marketing strategy of Mi Xue Bing Cheng, we will find that every action of Mi Xue Bing Cheng is carefully designed. Every action of "touching porcelain", "rubbing heat" and "provocation" not only captures the consumer psychology, but also captures the appropriate limit of the stalk-playing behavior, giving people a feeling of "base" and making people feel good about it.
Every step of the right choice can make Snow City successful now. This not only inspires the marketing of similar products, but also helps you who are engaged in or will be engaged in new media.
(1) marketing platform selection
According to its strategy of paying attention to cost performance and parity positioning, and the audience covered by this strategy, the corresponding social platform is chosen as the main battlefield of IP marketing, so it has achieved considerable success.
(2) the choice of marketing theme
For example, do you remember Starbucks driving away the staff on duty sitting in front of Starbucks on the grounds of "affecting the brand image"? Taking this opportunity, Mixue Ice City erected a banner at the door of the store: In addition, Mixue Ice City also welcomed sanitation workers into the store to have a rest: while rubbing the heat, it captured the hearts of this class of consumers according to the pricing strategy. It seems that marketing has been so successful that he deserves it.
(3) the choice of joint brands
Based on the target group, Snow Scene uses its IP to cross-border marketing with various brands, thus expanding the scope of target users, infiltrating into the main consumer groups of young people and enhancing its influence.
For example, choose the next popular and popular game egg party for joint signing: for example, choose a high-consumption music festival, integrate its own price advantage, hold an ice cream music festival based on Snow King's IP, establish a younger brand image, and attract the attention of young consumers.
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In a word, Mi Xue Bing Cheng not only established its own brand image in recent years, but also successfully became the "king of marketing" in the tea industry with a series of marketing methods. Behind every trip is a brand's accurate insight into the needs of consumer groups and its ability to remain highly sensitive to hot spots.