1. Reject involution, low price is king

3 yuan for an ice cream, 4 yuan for a glass of lemonade, for "slum girls", there is Mixuebing The city is equal to having half the joy of summer.

Mixue Bingcheng’s price advantage comes from its complete supply chain system. Cooperate with fruit producing areas and tea producing areas to build factories in the producing areas, skipping intermediate links and saving costs; the raw materials are almost all processed semi-finished products such as milk tea powder, ice cream powder, coffee powder, fruit concentrate, etc., which greatly improves efficiency; self-built Warehousing and logistics center ensures delivery in the fastest possible time.

While other tea brands are constantly using high-end materials, Mixue Bingcheng has won the favor of many users with its ultimate cost-effectiveness and has also given itself an absolute advantage. In 2021, the number of Mixue Bingcheng stores has exceeded 20,000, making it one of the tea drink chain brands with the largest store scale in China. The small but eye-catching stores are densely distributed and often crowded. 2. Strengthen the "Snow King" IP and create a super symbol

Because the theme song is so deeply rooted in the hearts of the people, the protagonist "Snow King" in the MV has attracted a lot of fans' attention. After repeatedly being out of the circle, Mixuebing Chengshun announced that "Snow King" is the brand's "sole lifetime spokesperson in the world" and successfully shaped "Snow King" into a ubiquitous brand IP symbol.

“Snow King” is the brand image of Mixue Bingcheng officially launched in 2018. After the birth of “Snow King”, Mixue Bingcheng has focused on the image of Snow King from store decoration to product packaging. Completely upgraded. In order to form a strong brand memory in the minds of consumers, Mixue Bingcheng has also launched various IP peripherals, such as mugs, mobile phone holders, canvas bags, etc. Even the lucky cat in the store has been changed to look like the Snow King.

Mixue Bingcheng attaches great importance to the creation of the "Snow King" IP and always presents it to the public with a unified image and stable painting style. Not only does he frequently go out to interact with passers-by offline, but he also creates animated mini theaters, various brainwashing songs, ghost videos, emoticons, etc. online. He can always play with users and deepen their understanding with a unified image and stable style of painting. Impression of brand IP. 3. Topic marketing harvests popularity

Mixue Bingcheng has always been good at topic marketing. Not long ago, in order to promote the new mulberry series, Mixue Bingcheng cleverly took advantage of the high temperature properties of summer to directly "blacken" Snow King into "Charcoal King". By interacting with netizens and making jokes, they earned topic traffic and detonated the Internet. heat.

When Starbucks became the target of public criticism for driving away police officers, Mixue Bingcheng put up a banner "Minghan" in the store: Mixue Bingcheng welcomes police officers on duty to enter the store for a rest, which not only gained popularity but also won a lot of attention. Wave favorability.