Top-tier "Snow King" fans-attracting gameplay

Mixue Bingcheng is a well-known brand, but how did it jump from an unknown milk tea shop to a national chain brand store? Let’s read this article to find out.

Recently, Mixue Bingcheng has been pushed to the forefront again because some netizens discovered that the prices of some products in its stores had increased by 1 yuan, which made many workers feel uncomfortable.

As more and more consumers paid attention to this incident, Mixue Bingcheng responded to the price increase issue and stated: The price increase is true, but it is currently only being piloted in some areas of Shanghai and has not yet been promoted nationwide.

The chain milk tea shop Mixue Ice City has always been the choice of many young people with its cost-effective products, cheap cones, excellent product quality and continuous product innovation. Although the brand has increased its price, the milk tea at 7 or 8 yuan is still a cost-effective product among milk tea drinks.

Price increases or price cuts are normal business practices, so why did Mixue Ice City's price increase cause such a stir? How did Mixue Ice City gain fans with the Snow King IP?

1. Mixue Ice City successfully controlled user emotions by “raising prices”

Behind the fact that product price increases have attracted users' attention, consumers are actually speculating whether the brand is going to break its high cost-effectiveness. After all, for working people, their emotional release needs to be placed on low-priced items.

For a long time, Mixue Bingcheng has achieved effective control over product costs by optimizing supply chain management, improving production efficiency, and reducing raw material costs. Coupled with reliable product quality, its products, which are priced lower than competitors, have become the common choice of many consumers, and high cost performance has become the brand's core competitiveness.

Coupled with the promotion of brand discounts and membership benefits, on the one hand, it has increased consumers' willingness to buy, and on the other hand, it has further consolidated Mixue Bingcheng's high cost-effective position in the minds of consumers.

This move also promoted the formation of the brand's high cost-effectiveness perception. Originally, the high cost-effectiveness perception was tied to the price. Now that the brand is trying to increase the price, the public's attention has been drawn to the price of the product. Mixue Bingcheng, which mainly adopts a low-price strategy, makes a fuss about the price, which can easily attract the attention of price-sensitive consumers and form a topic of discussion.

At the same time, the price increase of 1 yuan is not a large increase and will not affect the brand's long-established label of high cost performance. The brand has also achieved the deepening and promotion of its brand characteristics through moderate price increases.

In addition to its high cost-effectiveness, Mixue Bingcheng's Snow King IP also plays a vital role in enhancing brand influence and affinity, as it is able to accurately grasp user emotions and continue to be popular.

2. Top IP "Snow King" fans-attracting gameplay

So, in addition to creating the ultimate cost-effectiveness, how does the top IP "Snow King" attract fans through marketing?

1. The theme song MV of Mixue Bingcheng established the lively and healing image of the Snow King IP

Judging from the design of the Snow King IP alone, the Snow King IP, wearing a crown, holding an ice cream scepter, and being chubby and cute, has become the focus of public attention. The appearance of this image has broken the lofty image that the new tea brand has always established, and has made the IP image that is friendly, smart and cute deeply rooted in the hearts of the people.

The lovable Snow King IP has become an important element for the brand to sweep the Internet and form a new memory point and recognition. Especially after the launch of the MV of the theme song of Mixue Ice City, "Mi Xue Bing Cheng Tian Mi Mi", the phrase "You love me, I love you, Mixue Ice City Tian Mi Mi" pushed the round and lovely Snow King IP to more users. The fun, interesting, magical and brainwashing marketing content opened up the secondary creation of Snow King fans, and the Snow King IP also attracted a lot of attention in this wave of communication.

Also because of the popularity of this theme song MV, the Snow King IP has appeared more and more frequently, and its marketing methods and image have become more and more bold.

2. The ever-changing personalities attract consumers from different circles

If you want to have the ability to continuously leverage traffic, you also need to continuously build a content world that is exclusive to the IP. Snow King has also transformed people from different circles into loyal users of the brand with his ever-changing personalities.

For example, Snow King, who became famous with his MV, also has amazing achievements in the field of music. At the music festival, Snow King became a drummer and led users to have fun together, which was eye-opening.

In the health craze, the Snow King transformed himself into an athlete, climbed to the top, and became one of the tourists who conquered Mount Tai.

When the city of Beijing is booming, the Snow King becomes the city's spokesperson, cleaning the snow, singing and dancing, and welcoming visitors from all directions.

Also in the cultural tourism boom, Mixue Bingcheng wore Hanfu and walked on the streets. Its elegant temperament, coupled with the support of Luoyang's history and culture, made its marketing very popular.

In addition, Snow King also makes a fuss about its external image according to the changes in product color, changing from black to green, providing users with a lot of fun. There are certain reasons why Mixue Ice City has become the favorite of working people. The marketing method of cleverly creating a friendly working person image and restoring the scenes of people traveling on business, shopping, and tourists taking photos and checking in is very pleasing, which highlights the changeable image of Snow King.

Snow King is an IP with an independent personality, and also has his own CP, Snow Sister. #Snow King and Snow Sister’s Daily Life# makes people smell the scent of love, and Snow King has also transformed into the best boyfriend, with an overwhelming sweetness, adding a lot of dramatic colors to the Snow King IP.

At the same time, the Snow King is also a very good travel partner and walkcity partner... There is no image or role that the Snow King cannot achieve, except what people can't think of.

The brainwashing song "Mi Xue Bing Cheng Tian Mi" has become a new breakthrough point for the Snow King IP. At the same time, the cute image of the worker, good boyfriend, adventurous, and athlete has been active in different circles, making the brand famous. At the same time, the Snow King IP has also worked hard on cultural communication and creation.

3. Deeply cultivate the cultural field, aiming to create users' collective memory

Brand marketing is often a process of deepening culture and highlighting brand characteristics. In this regard, Snow King IP has a further brand plan, trying to conduct in-depth exploration and shaping of the cultural nature of IP.

In the process of IP management, the brand is well aware of the importance of culture and actively undertakes the mission of spreading traditional culture. It cleverly integrates the familiar elements of solar term culture, tea culture, festival culture, etc. into content creation, interprets culture in a more cute and interesting way, reproduces the profoundness of Chinese culture, and gives people a refreshing feeling.

At the same time, the brand has also put a lot of effort into capturing future consumers. After gaining insight into the preferences and needs of young consumers, it launched its first animated work "Here Comes the Snow King", which showcased the unique charm of the Snow King IP in a creative and imaginative way, aiming to implant a more vivid and flexible image into the minds of users. It was deeply loved by users and also brought the brand's attention to a new level.

In this way, Snow King not only undertakes the mission of spreading tea culture, but also penetrates into the user group and creates the collective memory of a new generation of consumers. With the continuous dissemination of "The Snow King Arrives", it will affect the favorability of more people and generate more sharing, which will inevitably form a strong word-of-mouth effect.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"