The polarization of tea industry is very serious. The bigger the brand, the faster it develops. Old brands are tottering in the competition, while small brands are struggling. It is in this environment that Mi Xue Ice City developed. Honey Snow Ice City has a history of more than 20 years. It originated from a roadside stall in Taiwan Province Province. It started as an ice cream monopoly. Because the booth is clean and hygienic, it tastes good, and business has been very good. In this way, Mi Xue Ice City gradually became a fire with an ice cream from 2 yuan.
First, locate third-and fourth-tier cities.
At that time, many tea shops were mainly in first-tier cities, but Mi Xue Ice City did the opposite, choosing third-and fourth-tier cities, on the one hand because the rents in third-and fourth-tier cities were lower, and on the other hand because of the low competitive pressure. Later, Mi Xue Bing Cheng settled in the third-and fourth-tier cities and captured various university towns, which was one of the most famous "Four Campus" brands of that year.
Analyzing the distribution of Honey Snow Ice City, the original hidden marketing strategy is here.
Second, the honey snow ice city is densely distributed
If you look closely, you will find that the distance between milk tea shops in Mixue Ice City is not far, which is the intensive opening strategy of Mixue Ice City. The advantage of intensive store opening is that a large number of stores are aggressive and can maximize the efficiency of chain brands.
1. Maximize brand exposure and enhance brand awareness.
Opening stores intensively in a certain area can make consumers quickly impress the brand in a relatively small space, and it can deepen the brand impression, thus making customers realize that the image of Mi Xue Bing Cheng is different from other brands.
2. Save the cost of opening a store
Intensive store opening can reduce management costs, reduce raw material distribution costs and minimize advertising costs.
3. Improve brand penetration.
Intensive store opening has increased consumers' consumption frequency and new consumption demand, thus covering a wider range of people.
Third, low-cost marketing strategy.
Honey Snow Ice City has achieved the ultimate low price. Ordinary milk tea in tea shops in the market generally costs more than a dozen pieces, while the price of milk tea in Mi Xue Bing Cheng is below 10 yuan!
For the third, fourth and fifth tier cities, this price has won the hearts of consumers, aiming at the weak consumption power of college students, so it occupies a high position in the hearts of college students. Some people even say: Mi Xue Bing Cheng is milk tea for college students.
It can be seen that the marketing strategy of Mixue Ice City is excellent, which effectively innovates the market positioning and product positioning. If you want to start a business, it is a very good decision to join Michelle Ice City.