1, low-priced pop-ups, the main sinking market

2 yuan ice cream pop-ups, the launch of the honey snow ice city to bring the flow of traffic, and quickly promote the brand out of the circle. After that, "lemonade" pop-up again, but also to promote its sales rose sharply. With a kind of "low price" to attract consumers, to create the feeling that other products in the store is also very cheap.

Honey Ice City will be more long-term vision, it is the use of low-priced models, brand awareness, to drive the future of a broader overall product sales, and not simply the pursuit of product profits.

Over the years, Honey Snow Ice City's goal is to hit the sinking market, unlike many other milk tea brands, the choice of opening a store is limited to the first tier of big cities.

The center of gravity of the opening of Honey Snow Ice City is more in the second and third tier cities, and even the fourth tier and the following areas, it will have the need to drink milk tea, but the economic level of a part of the consumers (such as small-town youth, students, etc.) are all included in the net, which is the other brands can not be satisfied, the Honey Snow Ice City monopoly on the big market.

2, new updates, marketing campaigns

In addition to the temptation of low prices, Honey Snow Ice City has not forgotten to update the study of new products, only constant change and innovation in order to adapt to the needs of young consumers, in order to develop and grow more.

Perhaps the taste of Honey Snow Ice City and tea, Nexue tea and other net red brand has a certain gap, but in the uniqueness of the product and taste research and development, Honey Snow Ice City also strive to do their own maximum limit, to meet the needs of consumers the most basic.

In addition, Honey Ice City has been launching a variety of special marketing activities. For example, "1 dollar coupon", "music festival", "co-branded activities", "cooperation movie", "10 yuan to send a lucky bag" and so on, and constantly stimulate consumers with preferential treatment, prompting them to quickly make a consumer decision, greatly enhancing the rate of customer repurchase.

3, cost control, closed-loop industry chain construction

After the number of offline stores in the honey snow Ice City is increasing, it also realized that in order to support their own characteristics of the "low-priced pop-ups," it is necessary to control the cost of raw materials, transportation and operating costs. Raw material costs, transportation and operating costs and other aspects. So how to do in front of the low price of honey snow ice city can still maintain profitability, which can not be reproduced with its closed-loop industrial chain is closely related.

Early years, Honey Snow Ice City has established an independent research and development center, central factory to achieve the core raw material assets, and since then it is in Foshan, Chengdu, Zhengzhou, Jiaozuo and other places to set up warehousing and logistics warehouses, radiating across the country. Supported by the national offline stores of raw materials and distribution imports, effectively reducing operating costs.

This independent research and development system is not only conducive to the strict control of product quality at the source, but also conducive to the reduction of logistics costs, is simply a double guarantee of quality and transportation. That's why Honey Ice City can reap good profits even with low pricing. This is also why after the epidemic, the tea, Nexue's tea and other brands have to increase prices, while the snow ice city also dare to promise "no price increase" reason.

4, to create a classic IP, enhance brand identity

Now especially in the milk tea industry, visual design is a very important part. Young consumers pay more and more attention to brand image, product packaging, etc. It can be said that whoever can catch the eyes of young people will be able to establish close contact with consumers faster.

Previously, brand marketing is basically brand-centered, product-centered, in the image of this piece is obviously missing. And honey snow ice city to create a characteristic IP image, lively and lovely snowman design, quickly brought closer to the distance of consumers, so that people feel friendly, but also to make the brand become more warm, which is conducive to solidify more loyal fans.