Analyzing the five classic advertisements of the creative marketing giant "Mixue Ice City"

Mixue Ice City, a ready-made beverage company that originated from a small street shop in Henan Province, has now become the No. 1 ready-made beverage company in China and the No. 2 in the world. This article will analyze Mixue Ice City's innovative measures in brand marketing, from the magical theme song to the Snow King IP, revealing the marketing strategy and brand building behind its success.

In January this year, Mixue Ice City submitted an application for listing to the Hong Kong Stock Exchange. In the prospectus, Mixue Ice City stated that judging from the cup volume data, Mixue Ice City is already the first in China and the second in the world in the ready-made beverage company, which shows its ambition.

From a small street shop in Henan to a ready-made beverage company with more than 30,000 stores today, brand marketing has brought Mixue Bingcheng step by step into the public eye, narrowing the distance with consumers through strong interaction and converting cross-circle traffic into consumer recognition and loyalty to the brand.

1. The magical theme song of 2021

"You love me, I love you, Mixue Bingcheng is sweet~" In June 2021, the "magical" melody of "Mixue Bingcheng Theme Song MV" swept the Internet. Because the lyrics and melody are earthy and brainwashing, and it was released just at the time of the college entrance examination, it was jokingly called "the banned song for the college entrance examination" by netizens.

Image source: Mixue Bingcheng video account

2. Donations for Henan Flood in 2021

In July 2021, Henan suffered a severe rainstorm disaster that was rare in history. Mixue Ice City immediately released a video to report the situation, donated 22 million yuan and delivered disaster relief supplies. Through this video, many people learned for the first time that Mixue Ice City is a local Henan company headquartered in Zhengzhou.

Image source: Mixue Bingcheng video account

3. 2022 Summer Snow King Tanning

The high temperature in the summer of 2022 hit a record high. At the same time, the avatar of the Snow King of Mixue Ice City on the food delivery platform also turned black. The topic #Mixue Ice City Snow King is tanned# quickly became the number one hot search on Weibo. The official seized the opportunity to release a video response, which was actually to launch a new mulberry product.

Image source: Mixue Bingcheng video account

4. Entering the scenic area in 2023

As the number of Mixue Ice City stores continues to expand, consumers can gradually see Snow King in various places, even in scenic spots. Major scenic spots have been criticized for their outrageous prices. Mixue Ice City, which insists on a low-price strategy, is like a cool breeze blowing into scenic spots such as Mount Tai and the Great Wall.

Mixue Ice City started with the topic of prices in scenic spots, which is a topic with strong social emotions, and announced that the drinks are "only one dollar more expensive", which not only stimulated active discussion and dissemination among netizens, but also gained the support of the majority of consumers for the brand.

Image source: Mixue Bingcheng video account

5. 2023 "Snow Girl" official announcement

On May 20, 2023, which is a day that sounds like "I love you", Mixue Bingcheng officially announced the Snow King's "girlfriend" Xue Mei, which brought a sweet (dog food) blow to consumers and made the Snow King's "personality image" more three-dimensional.

In fact, starting from 2020, Mixue Ice City has launched an activity every May 20th where you can get a couple certificate by buying drinks. Although the format looks a bit rustic, by taking advantage of the holiday popularity, Mixue Ice City has successfully integrated with young users in this highly participatory way.

Image source: Mixue Bingcheng video account

VI. Conclusion

Starting from the brainwashing melody of the theme song, the image of the Snow King has accompanied the entire process of Mixue Ice City's expansion, playing an important role both online and offline. The Snow King not only appears at important time nodes and social events for topic marketing, but also brushes its presence and opens new columns on a daily basis, all of which are centered around the IP image of the Snow King. The animation "The Snow King Arrives" launched by Mixue Ice City in 2023 further demonstrates the brand's infinite imagination of the Snow King's "IP Universe".

Analyzing the success of a brand and its listing requires comprehensive consideration from multiple aspects. Mixue Ice City's business model, supply chain, and franchisee management are all solid internal strengths of the brand, but how to capture the brand's eye-catching highlights and successfully promote it to consumers, advertising has played an indispensable role in the process of brand building. The Mixue Ice City brand has a strong "online sense", so many works that have gone viral are informal and even somewhat rough. This online sense is based on a consistent low-price strategy and sincerity to consumers, so it can effectively increase user favorability and form a unique fan asset for the brand.

Author: TOP Jun

Source: WeChat public account "TopMarketing"