Mixue Bingcheng is playing with image marketing again, this time wearing "Hanfu"!

Mixue Ice City is out of the circle again! Why did Mixue Ice City go out of the circle again this time? If you want to understand or learn about Mixue Ice City’s marketing strategy, you can read this article. This article will analyze Mixue Ice City’s marketing strategy with a case study.

Mixue Ice City is really good at image marketing! After changing to black and green, it put on Hanfu this time, triggering a new round of national trend marketing.

This time, Mixue Bingcheng wore Hanfu and held a folding fan, transforming itself into a "fat official", showing its elegant temperament. With the help of Luoyang's history and culture, its marketing has become very popular.

It is obvious that the reason why Mixue Bingcheng became popular this time is, on the one hand, due to the changes in the IP image of Snow King, which fully demonstrated the brand's unique vision and creativity in image design and is deeply loved by young people.

On the other hand, Mixue Bingcheng’s marketing has achieved cross-border success. It has entered the circle that young people like by wearing Hanfu and has played together with fans of national trend culture.

At the same time, Snow King's Hanfu image and Hanfu enthusiasts formed a charming landscape, bringing a different visual experience to consumers.

The Snow King's Hanfu image also triggered interactions between netizens and the brand. Some found clothing of the same color in film and television dramas, some discovered that the Snow King IP was strikingly similar to the characters in classic anime, some joked that the Snow King IP image had no waist but wore a belt, and some praised the overall change in Snow King's temperament after the change of clothing.

It can be said that the Hanfu image design of Honey King is very pleasing. On the basis of the original cuteness and adorableness, it has added a naughty and dignified image, making the IP image of Snow King more charming and diversified. At the same time, the unique creativity of Mixue Ice City has further narrowed the distance between the audience and strengthened the emotional connection between the brand and consumers.

From the fact that Snow King wore Hanfu, we can easily see that young people now have a stronger sense of participation and pride in traditional culture and customs, and these trendy images/products with specific Chinese elements are also called national trends. National trends are not limited to marketing and products, but integrate traditional Chinese cultural elements and modern fashion design into marketing/products, so that the overall presentation of the brand retains the essence of traditional culture while also having a modern and fashionable aesthetic.

1. Why is Mixue Bingcheng still so popular this time?

In fact, there are many brands that incorporate national trend elements into their marketing, products or brand IP images, but not every brand's national trend marketing can go viral. Whatever Mixue Ice City does is popular? In Mr. Bingfa's opinion, the reason why Mixue Ice City's national trend can go viral is mainly due to the following aspects:

Bold and innovative marketing strategy: In most cases, Hanfu elements generally appear in film and television dramas or the marketing of clothing and footwear brands. As a new tea brand, in the national trend marketing, more elements related to tea culture are selected. Mixue Ice City has made bold innovations in marketing strategies, combining the Snow King IP with Hanfu culture to form a unique brand IP image. The innovative marketing strategy not only attracts the attention of young people, but also enhances the communication power of brand marketing.

Highly consistent with the brand image: At the same time, the Hanfu image of the Snow King IP can go viral, thanks to the fact that Mixue Ice City has renewed its image through Hanfu, maintaining the consistent temperament of the Snow King IP. All along, Mixue Ice City has appeared in front of consumers with a young, fashionable and naive brand image.

This time, the Snow King wore Hanfu and transformed into a "fat man" in the design. The cute image of the Snow King was retained. He stood together with the Hanfu girls and boys, forming a beautiful landscape and leaving consumers with a deeper impression of the brand.

Social media fueled the trend: The transformation of the IP image of the Snow King of Mixue Bingcheng attracted young people who like to share their lives, and generated extremely high attention, discussion and sharing. As more content about the Snow King IP wearing Hanfu appeared on social media, secondary dissemination was formed.

Extremely appropriate communication atmosphere: Another factor is that the location where the Snow King appeared is very appropriate. Yingtian Gate in Luoyang, Henan is an important historical site and a gathering place for Hanfu enthusiasts. The quaint city walls and rich historical and cultural atmosphere here add more mystery and historical sense to the Snow King's appearance in Hanfu, and also let young people appreciate the charm of the ancient capital Luoyang again. This is not only a tribute to the culture of the ancient capital, but also the inheritance and promotion of China's excellent traditional culture. It can be said that the cultural heritage, coupled with the appropriate marketing, helped Mixue Ice City's communication to explode again.

2. What are the characteristics of the national trends that young people like?

What are the distinctive features of the "national trend" elements that young people like? After sorting out the cases of brands going viral, Mr. Bingfa summarized three obvious characteristics:

1. Integrate traditional culture and have profound cultural heritage

The "national tide" that young people like is a trendy cultural product that combines traditional culture and modern fashion.

Guochao is rooted in traditional Chinese culture and has a profound cultural heritage and unique charm. The Guochao marketing that has gone viral often combines traditional cultural elements with modern design, which not only retains the essence of traditional culture but also gives it a more fashionable flavor. Guochao marketing is not just a gimmick, but also an in-depth understanding and inheritance of traditional culture.

2. Young people’s love and attention have amplified the spread of national trends

Guochao products not only have traditional cultural elements, but also represent a fashionable lifestyle. Just like the popular Mixue Ice City, the brand has released a popular IP image, which has attracted public attention in a way that is close to the lives of young people. In addition, the brand's pleasing image is integrated with traditional culture, which is more in line with the aesthetics and values ​​of young people, winning their love and further amplifying the dissemination of Guochao in the consumer market, allowing its interactivity, entertainment and dissemination to be highlighted.

At the same time, contemporary young people are not only the recipients of national trends, but also the creators and promoters of national trends. They spread national trend culture by wearing Hanfu, taking photos and posting them on WeChat Moments, further promoting the development of national trends.

3. Innovative ways of expression make national trends more socially valuable

From the pictures and discussions posted by netizens, it is not difficult to see that today's national trend products are not only consumer goods, but also have social value. They can be a way for young people to show their taste and cultural identity, and can also become a topic and medium for communication in social occasions. The national trend helps brands to renew their expressions, and has social value and entertainment.

In addition to the above three factors, the reason why the national tide can become popular is inseparable from the development of the Internet and the promotion of social media, which provide information channels for the dissemination of the national tide, making the national tide with profound cultural heritage, popular among young people and social value become a cultural phenomenon that attracts much attention in today's society.

Author: Mr. Bingfa

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