What is the marketing strategy of Mi Xue Ice City?

1, low-priced explosives, focusing on the sinking market.

The outbreak of ice cream in 2 yuan brought traffic to Mi Xue Ice City, and quickly pushed the brand out of the circle. Since then, the reappearance of "lemonade" explosive products has promoted its sales to rise sharply. Using "low price" to attract consumers gives people the feeling that other products in the store are also very cheap.

Mi Xue Bing Cheng takes a longer view. It uses the mode of low-cost explosion to build brand awareness and drive wider overall product sales in the future, rather than simply pursuing product profits.

For many years, the goal of Mi Xue Ice City has been to sink the market. Different from many other milk tea brands, the choice of opening stores is limited to first-tier cities.

On the contrary, the focus of opening a shop in Mi Xue Ice City is more in second-and third-tier cities, even in the fourth-tier and below areas. It will attract some consumers (such as young people in small towns, student parties, etc.) People who need milk tea but have low economic level, this is a big market that other brands can't meet, and it is monopolized by Mixue Ice City.

2, new product updates, marketing activities

In addition to the temptation of low prices, Mixue Ice City has never forgotten the research on new product updates. Only by constantly changing and innovating can it adapt to the needs of young consumers and grow stronger.

Perhaps there is a certain gap between the taste of Mi Xue Bing Cheng and online celebrity brands such as Hi Tea and Naixue Tea, but in terms of product uniqueness and taste research and development, Mi Xue Bing Cheng also strives to meet the most basic needs of consumers to the greatest extent.

In addition, Mixue Ice City has been launching various special marketing activities. Such as "1 yuan coupon", "music festival", "joint activities", "cooperative movies" and "giving a big gift package to full 10", etc., constantly stimulate consumers with discounts, prompt them to make consumption decisions quickly, and greatly improve the repurchase rate of customers.

3, cost control, closed-loop industrial chain construction

With the increase in the number of stores under the Mi Xue Bing Cheng line, the company also realized that to support its "low-priced explosive products", it is necessary to control the cost of raw materials, transportation and operation. So how can Honey Snow Ice City keep profit in the face of low prices, which is inseparable from its unrepeatable closed-loop industrial chain.

In the early days, Mixue Ice City established an independent R&D center and central factory to realize the core raw material assets. Since then, warehousing and logistics warehouses have been set up in Foshan, Chengdu, Zhengzhou, Jiaozuo and other places, radiating the whole country. It supports the import and distribution of raw materials in offline stores nationwide, effectively reducing operating costs.

This independent research and development system is not only conducive to strictly controlling product quality at the source, but also conducive to reducing logistics costs, which is simply a double guarantee of quality and transportation. Therefore, even if the price of Honey Snow Ice City is very low, you can make a good profit. This is also why after the epidemic, brands such as Xicha and Naixue's tea have to raise prices one after another, while Honey Snow Ice City dares to promise "no price increase".

4. Create a classic IP and enhance brand recognition.

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

Previously, brand marketing was basically brand-centric and product-centric, which was obviously lacking in image building. Mixue Ice City has created a distinctive IP image, and the lively and lovely snowman design has quickly narrowed the distance with consumers, making people feel cordial and making the brand warmer, thus helping to stabilize more loyal fans.