What is the secret of Pinduoduo in the tea industry, with tens of thousands of stores, earning 6.5 billion yuan a year?

The category of milk tea has always been a very competitive "battlefield", with many brands, many product segments and many customers ... All these factors make a milk tea shop a promising and tangled business. In China, there is a brand of milk tea, but it has quietly grown and become a brand that must exist in every commercial street. It is Mi Xue Bing Cheng.

As early as May 23rd, the official of Mixue Ice City announced that the 95th store had been signed. Since then, Mixue Ice City has been called the first brand to break through 1, stores.

Some time ago, a store in Mi Xue Bing Cheng in Zhengzhou hung a banner saying "Congratulations to Mi Xue Bing Cheng for breaking through 1, global stores, and give as many as you buy". The TV screen has also been completely replaced with the striking design of "Honey Snow Ice City has exceeded 1, global stores" with yellow characters on the blue background and black edges.

This activity is the simultaneous launch of Mi Xue Bing Cheng in stores all over the country, which lasts for * * * three days. Many coupons were issued during the event, and no expiration date was set. Although the official micro and WeChat of Mi Xue Ice City have not officially released the news, judging from the store activities, the birth of the first brand of new tea is already a matter of stone hammer.

At the end of 219, it was just announced that the number of stores exceeded 7,. Although it experienced a cruel epidemic, it still achieved the goal of 1, stores at an average speed of 2 stores a day. On the 23rd anniversary of the establishment of Mi Xue Ice City, it earned 6.5 billion in 219. Entering the market with a cup of 3 yuan's honey snow ice city has become a veritable unicorn of milk tea.

Why can Mi Xue Ice City be so strong?

In fact, it is not difficult to find that the strength of Mi Xue Ice City in the market is its price, earning 6.5 billion yuan a year, and only one cup is sold in 3 yuan. This is far from the pricing of other milk teas in the new tea market.

I once saw a question on the Zhihu. A shopkeeper asked, "My shop is opposite the Mi Xue Ice City. Does anyone have a good way to deal with Mi Xue Ice City? Netizens readily replied "surrender". Some netizens even left a message "If you can't beat it, join it".

Is there no other way? Objectively speaking, there is. Either it is more favorable than Mi Xue Iceland, or it is better than Mi Xue Iceland. However, it doesn't seem to have much effect, because the price and taste alone have established a solid moat. Not only is it the best in the same price, but it is also the cheapest in the near taste. It is with this skill that Mi Xue Ice City has opened up the situation and opened up the market in the milk tea industry.

How cheap is the price of Honey Snow Ice City? For 23 years, Mixue Ice City has been famous for its high quality and low price. Compared with other brands of milk tea, it has a full advantage in price.

For example, if you buy a cup, you can buy 3 cups of honey snow ice city. And buying a cup of hi tea can buy 6 cups of honey snow ice city.

2 yuan's ice cream, a large glass of lemonade and a glass of 3-4 yuan can sell for 15 million cups a year. Fruit tea and milk tea are basically between 4 and 6 yuan. 2 yuan is enough to buy all the categories of Mi Xue Ice City.

It seems that the price is average, but it is a great weapon for its popularity in the market.

In the market, this price is just like Pinduoduo's 9.9 package. Compared with the first-line brands such as Xicha, which cost twenty or thirty yuan a cup of tea, many students who have no income for the time being can afford it. The positioning of Mi Xue Ice City is also to take the road of parity and become the Coca-Cola of China. In fact, in a sense, it has been done, and young people who have drunk it are not stingy with the praise of Mi Xue Bing Cheng.

it is bound to maximize the advantage of low price. You can often see huge banners with big discounts on them at the door of Mi Xue Ice City, and you can't wait to put up leaflets with full discounts on every place in the store, and you should also put an audio loop at the door to brainwash and play discount information.

This style seems vulgar. Just like the oppo and vivo mobile phone stores in the third-and fourth-tier cities, it's the same as opening the Pinduoduo app and being caught off guard by fancy advertisements covering the whole screen. There is no sense of beauty, just to successfully catch people's attention.

This method is still very useful. At least in small target markets in second-and third-tier cities, young people's hearts can still be completely captured, because what they value is not style, but enough discounts and discounts. These can bring a lot of sales, just like Pinduoduo, which uses small profits but quick turnover to keep consumers' hearts.

Then some people may wonder, What is the relationship between Mi Xue Bing Cheng and Pinduoduo?

Except that the price strategy is similar to that of Pinduoduo, it mainly refers to a series of store expansion in Mixue Ice City.

In Henan, Hebei, Shandong, Shaanxi, Sichuan and other places, Honey Snow Ice City has become the main consumption drink for young people and students.

There are 44 stores in Fuyang, a prefecture-level city in Anhui, and 65 and 49 stores in Baoding and Handan, Hebei respectively. These stores are still clustered in the downtown shopping street near the school. If you miss a Mi Xue Bing Cheng store, it doesn't matter. You can also find many honey snow ice cities around.

Compared with other brands of milk tea, Mixue Ice City originated in second-tier cities, but because of the business philosophy of the founder of the enterprise, it adheres to the model of sinking the market.

Compared with first-and second-tier cities, the pressure in third-and fourth-tier cities has been reduced a lot. The cost of rent, labor and other expenses is relatively low. Therefore, it can reduce the cost of opening a store in Honey Snow Ice City. Marketing is also of little use in small cities, so the marketing cost is also saved. In this way, it can have an advantage in price and discount, which further consolidates its low price advantage.

After more than ten years of intensive cultivation in the sinking market, Honey Snow Ice City has made outstanding performance. Constantly starting from the sinking market and establishing its own brand will create a "rustic" temperament for consumers, but the style is not important to it. Not long ago, there was a heated debate in the industry about who can represent the future of Chinese tea by comparing Hi Tea with Honey Snow Ice City. But this is doomed to be fruitless. Because of the different positioning, the target group and the main attack market are different, which determines the different development trends of the two brands.

Don't compare any brand with Michelle Ice City for the time being, because Michelle Ice City has at least the scale of 1, stores, and it has a foundation for 23 years, so it is quite challenging for other brands to break it.

the only marketing method left for merchants is to join it. Honey Snow Ice City has positioned itself as the Coca-Cola of China. Obviously, it is also to open the Honey Snow Ice City everywhere.

In addition to the above points, the actual Honey Snow Ice City has many advantages, such as its high-quality industrial chain and its scene marketing.

1. High-quality industrial chain

In order to make money, the low-priced Honey Snow Ice City keeps reducing the value path from raw materials to products, and has built itself into a companion brand of the supply chain system.

Mi Xue Bing Cheng Central Factory

It is understood that some raw materials of milk tea in Mi Xue Bing Cheng are 2% lower than those of the same category. That is to say, if you have the same price as Mi Xue Bing Cheng, Mi Xue Bing Cheng will earn 2% more profit. Not only that, but it also creates an unbreakable moat for the low price of Mi Xue Bing Cheng brand.

The storage and logistics center of Mi Xue Bing Cheng

In addition, the cost is continuously reduced at the supply chain port, and its own R&D factory and free logistics center are established to realize self-production of raw materials. It also makes a phenomenon in the market, that is, the quality of the same price is not as good as that of Honey Snow Ice City, and the products of the same quality are more expensive than that of Honey Snow Ice City. In this way, it has become a natural thing that many small tea shops can't compete with Honey Snow Ice City.

2. Digital Marketing

Promotion seems to never stop, there will always be activities in the store, and the price advantage is fully displayed. The number of members registered in Mi Xue Ice City through small programs has reached 1.5 million, and 8, stores use WeChat small programs to place orders.

Not only that, during the epidemic period, in order to satisfy consumers, full reduction and various preferential activities were launched to further maintain user stickiness.

3. IP building

The success of Mi Xue Ice City is not only its super cost performance and self-breakthrough marketing strategy, but also its IP building.

It's a particularly interesting Snow King, with a crown on his head and an ice cream scepter. His visual impact is full and unforgettable.

This super IP corresponds to a series of marketing activities and exhibitions. Its door head is bright, the color matching is bright, standardized and reproducible.

steps, banners, three-dimensional exhibition stands, everything is media.

There are also semi-themed music festivals that are held at great expense to play with young people.

There are also many derivatives around the Mi Xue Ice City. CEO Zhang Hongfu is also the old father who is called Snow King by fans. Thanks to the IP of Snow King, the name Mi Xue Bing Cheng is gradually remembered by more people. People even joked that Frozen II is Mi Xue Bing Cheng 2, a big movie invested by Snow King, and so on.

The above advantages have enabled Michelle Ice City to successfully expand its brand, and I believe Michelle Ice City's ambition will not stop there. How will the future honey snow ice city develop? Will it March into first-and second-tier cities? Will you walk into Shangchao? I am also very optimistic about Honey Snow Ice City. I hope Honey Snow Ice City can always make tea in such a low-key way. Let's wait and see!