Honey Snow Ice City will be listed, with an annual income of 6.5 billion after opening the store 10000. What made this tea shop?

Recently, the honey snow ice city is on fire again!

The reason comes from a heavy news, that is, Mixue Ice City will complete the last round of financing before IPO, and the valuation after financing is about 20 billion RMB.

Although the official response said that it has not received relevant news for the time being, it has been confirmed by many insiders that there is no smoke without fire, and the listing of Honey Snow Ice City seems to be a high probability event. Registration Form of Intention to Join Mixue Ice City

Speaking of Honey Snow Ice City, its reputation among online celebrities is not as good as that of Hi Tea and Naixue Tea, but you ask which tea shop in China has the largest number, and Honey Snow Ice City is undoubtedly the first. In June this year, Mixue Ice City announced that its stores had exceeded 10,000, and it was called "Pinduoduo of milk tea industry", with revenue of 6.5 billion in 20 19.

Moreover, the brand influence of Mixue Ice City is also very strong, ranking third in the "20 19 China Top Ten Tea Brands List", second only to Xicha and Naixue Tea.

Why can this cheapest tea shop blossom everywhere? In the tea industry where "old brands are killing each other and new brands are emerging one after another", can we create a 22-year unbeaten myth?

Dislocation competition

Focus on sinking the market and occupy the circle by positioning at a low price.

Under the big wave of "consumption upgrade", new consumer brands such as Xicha, Milk Snow Tea and Three Squirrels began to compete to lay out the emerging market of "middle class", and through more meticulous service and careful design of product packaging, they brought consumers a better experience and stood out from many brands.

The market competition is fierce, and it is obviously not easy for new brands to occupy a place. The founder of Honey City Ice City, who is still in college, initially aimed at sinking the market, thus making his own world.

How did Honey City Ice City capture the sinking market?

1. low price strategy, the product achieves the ultimate cost performance.

There are many factors for the success of Mi Xue Ice City, but it can open a huge sinking market. The key is that it really achieves the ultimate cost performance at a low price.

Anyone who has drunk tea that loves tea and snow knows that any ordinary cup of milk tea costs more than a dozen pieces, while the price of milk tea in Mixue Ice City is below 10 yuan. Among them, 2 yuan's ice cream is the most popular, and the most important thing is that it tastes and tastes good. Cheap and delicious milk tea is obviously very tempting for cities in the third, fourth and fifth tiers.

Moreover, in the series products of Mi Xue Bing Cheng, although the price is cheap, there is no cutting corners on raw materials. Is its ice cream milk source from New Zealand, or is it made of 100% pure natural ingredients? It can be said that the products of Mixue Ice City have achieved real "good quality and low price".

Why can you achieve the ultimate cost performance at a low price?

First of all, the raw material cost of milk tea and ice cream itself is relatively low. Honey Snow Ice City only follows the pricing principle of product cost, that is, it does not earn more brand premium. This pricing principle, as well as the accurate accounting and control of costs, later became the brand gene of Mixue Ice City.

It is also very important that Michelle Ice City is working hard at the source.

It comes down to deep cooperation with tea farmers, and obtaining low prices with stable large-scale procurement as a bargaining chip; It has a complete closed-loop industrial chain, its own factory, its own warehousing and logistics, and raw materials can be directly transported to franchise stores, greatly reducing the cost of the supply chain.

In addition, the intensive and large-scale opening of stores greatly reduces the operating cost, because the distance between stores is relatively short, which improves the management efficiency.

2. Shop decoration in local style, catching people's eyes in another way.

Students who used to pay attention to Honey Snow Ice City should know that their early shop decoration belongs to the decoration style of Fengmian Store, a hypermarket, which is very grounded.

Compared with many shops around us that pursue Leng Yan, individuality and simple style, Honey Snow Ice City can still keep "Ah!" In the last century. In addition, compared with brands of the same category, such as Hi Tea, Naixue Tea and Modern China Tea Shop, the decoration of Mi Xue Ice City Store is rustic, giving people a different tonality.

The simple decoration of Honey Snow Ice City is also reflected in the advertisements in front of the store. Every place in the store is covered with leaflets with full reduction, and there is a stereo at the door to brainwash and play discount information. This style is to attract the attention of passers-by, and the large amount of sales brought by these advertisements is the profit source of Mi Xue Ice City.

3. The annual income joining strategy is convenient for large-scale replication.

As we all know, the new China teas, represented by Hi Tea, Naixue Tea and Lele Tea, are directly operated stores. The profits and losses of hundreds of stores and the salaries of tens of thousands of employees are borne by brands.

The Mi Xue Ice City adopts the store joining mode, and the joining fee is charged annually. By joining stores, they attract funds. In addition to making money by milk tea, their real income is the franchise fee of the store.

According to the investment expense table, the fixed fee charged by Mixue Ice City to a single franchisee every year includes joining fee, management fee and consulting fee, which is about 20,000 yuan. Only the joining fee, its annual revenue is 65.438+0.4 billion.

The annual income joining model not only did not bring pressure to the brand, but also brought a lot of income. Therefore, there is no economic pressure for large-scale copying and opening stores, which is also the reason why Mi Xue Bing Cheng can blossom everywhere in third-and fourth-tier cities.

Marketing convention

Traffic thinking and careful machine behind low price

1. The outbreak of cabbage prices has driven the overall sales.

Such high-quality ice cream only costs two yuan. In fact, 2 yuan ice cream introduced by Mi Xue Ice City is more for drainage. This kind of gameplay is a typical Internet traffic thinking.

Tea shops are so profitable, but many shops close every year. Why? The root cause is that there is no traffic. In this era of attention economy, only by doing a good job of traffic first can we have a chance to think about the profit problem behind, otherwise there will be no chance of survival.

Honey Snow Ice City mainly focuses on the sinking market, but there is no competition with snow-loving tea. There are other competitors in the sinking market. It was the introduction of 2 yuan ice cream that made a real breakthrough in Mi Xue Ice City.

Facts have proved that the ultra-low price ice cream in 2 yuan has caused consumers to queue up to buy, which has successfully brought traffic to the brand and won the attention of users.

On the basis of low-cost explosion flow, Mi Xue Ice City has increased the profits of other products. With such a long queue, consumers can't just buy ice cream from 2 yuan in the end, but will definitely use it to buy more products. After all, other products are not expensive. In this way, Honey Snow Ice City has driven the overall sales with low-priced explosive products.

2. Always play new product marketing to enhance user stickiness.

Monthly new products and marketing activities, novel product experience and marketing gameplay keep it topical and active among young people.

First of all, flashy activity posters, such as posters and floor stickers with the words "4 yuan only" and "Lottery price exceeding 10 yuan", can be seen everywhere, appearing repeatedly in front of users, releasing huge stimulus signals to users, easily attracting users' attention and even placing orders.

Secondly, pay attention to the "buy one get one free" policy. For example, a few days ago, Mi Xue Ice City held a "buy one get one free" activity, giving away not products, but vouchers equivalent to products, which greatly improved the repurchase rate of users.

3. Be careful with the menu to reduce the decision-making time of users.

The product classification of Mi Xue Bing Cheng is particularly clear on the menu, such as fruit tea, ice cream and tea, cheese milk tea and milk tea special drink.

In addition, they will make the main products into pictures, instantly catch consumers' eyes and let them make decisions in the shortest time.

"snowman" IP symbol

Brand concretization, strengthening differentiation signs

Brands with IP thinking are rare in the milk tea industry. Starbucks is considered to have IP thinking. When it comes to Starbucks, the IP that people first think of must be Mermaid logo, which allows users to pay for other peripheral products with any attributes of Starbucks.

In my opinion, Michelle Ice City is also one.

In order to further deepen users' brand impression of high quality and low price, Mi Xue Ice City created the brand super symbol IP in 20 19, namely 1 snowman with ice cream, and named it "Snow King".

This is not a simple snowman, but a snow king with a crown, an ice cream scepter and a red cloak. The image is simple and concrete, which is easy for users to form a memory mind, and is in line with the brand tonality of Mi Xue Bing Cheng, so that users can think of the snow scene when drinking tea.

In order to win the popularity of this IP, Mi Xue Ice City has made great efforts!

After the establishment of the image of Snow King IP, the whole store system can see Snow King IP from the rolling gate to the door head, especially the white of Snow King above the rolling gate forms a contrast color with the red of the door, which further impacts the user's memory. The comprehensive IP transformation of the store has enabled users to establish a strong connection between Snow King and Honey Snow Ice City, forming a strong brand memory in their minds.

Moreover, through the product differentiation innovation of "milk tea +IP", it brings users a fresh consumption experience. At the same time, use this IP to build peripheral products, such as mugs and mobile phone stands. , as well as WeChat Yan Wen, constantly strengthen the image of Snow King to users in life scenes. Registration Form of Intention to Join Mixue Ice City

In addition, Mi Xue Ice City also invested heavily in holding the "Ice Cream Music Festival", where IP was implanted with various decorations. At the same time, combine entertainment marketing with brand marketing to arouse more young people to understand the value proposition of brand big IP.

According to public information, the income of Mi Xue Ice City in 20 19 increased from 3.5 billion in 20 18 to 6.5 billion. From this point of view, the effect of creating the Snow King IP symbol is obvious.