Mixue fried skewers "monopolized" cross-border business, Zhengxin Chicken Steak was dumbfounded

Mixue Ice City started selling food such as grilled skewers, competing with Zhengxin Chicken Steak. Moreover, Mixue Ice City has tried many businesses before, such as coffee and fried skewers, showing a strong cross-border awareness. Therefore, this article conducts an in-depth analysis of Mixue Ice City's brand strategy, which is a rich and unique article. 

01

Let’s talk about Mixue Bingcheng today.

I believe everyone has heard of a long-standing legend, which is why there is always a Mixue Bingcheng restaurant next to every Zhengxin Chicken Steak restaurant?

Although they are two unrelated cross-industry brands, they are always inseparable and never leave each other. The distance between them is often no more than 50 meters, and they look like brothers with deep affection.

Today, this legend finally has an answer.

Because Mixue Bingcheng has also started selling grilled skewers.

▲Image source: Weibo

So the Snow King has been lurking around Zheng Xin Chicken Cutlets for so long just to learn their skills?

It not only sells grilled skewers, but also sells large chicken chops for only 9.9 yuan as its treasure, which rubs the Zhengxin chicken chops against the ground.

???

Zhengxin Chicken Steak is about to cry to death. I treated you as a brother, but in the end you stabbed me twice?

Destroy it quickly, I’m tired.

02

In fact, strictly speaking, cross-border skewers are not really a new attempt by Snow King.

After all, as early as 2021, when Snow King became popular, it built a "Snow King Castle Experience Store" in its hometown of Henan. If it dares to be called a "castle", then that thing must be indispensable.

In addition to the most common beverages, there are also coffee, baking, fried skewers and other business formats. As a native Henan brand, Xiaoxue also integrates stewed noodles and baked steamed buns to create a set of "coconut milk stewed noodles" and "baked steamed bun ice cream".

▲Image source: Weibo

Although I don't know how it tastes, I just want to say that the innovation is very good. Don't innovate next time...

If I continue at this rate, I’m afraid that one day a “Yangzhi Ganlu Hu La Tang” will come out and shock me for the whole year.

Today, the fried skewers that were initially tried out have begun to move beyond Henan and have been sold in many provinces across the country. Friends who have tasted the Snow King fried skewers are shocked again.

Does Mixue Bingcheng also have a fried skewers business?

The key is that it not only sells fried skewers, but also inherits the fine tradition of being "cheap".

Not to mention the store's signature large chicken chop for 9.9 yuan, 30 small chicken skewers are only 10 yuan, and 40 small duck intestine skewers for 10 yuan!

▲Image source: Douyin

You know, this is in Sanlitun, Beijing. Is it a beaver at this price? Is it a beaver?

It's very reasonable. After all, it's Xiaoxue. She has taken great pains to make it cheap for us to eat well. It really makes me cry.

I would like to respectfully call it the king of curls, "Snow Through the Intestines".

Just imagine the scene, drinking lemonade, eating fried skewers, and happily watching "The Snow King Returns". The Snow King has finally figured out how to cross over.

Kicking Xijie and punching Zhengxin, based on this trend, I have no doubt that Xiaoxue’s next goal will be to monopolize the entire snack street.

With an all-in-one service for eating, drinking, and having fun, Snow King has since become not only the leader in tea drinks, but also the leader in the entire snack street.

Really, don’t laugh, don’t laugh first. After all, Xiaoxue’s “monopolistic” cross-border business does have precedents.

03

For example, two months ago, Mixue Bingcheng opened its first "claw doll store" in Guanyinqiao, Chongqing, where you grab one doll for one coin. Compared with the doll stores on the market that charge two or three coins for one doll, this is really a good deal.

Add to that the package of 20 game coins for 9.9 yuan and 70 game coins for 49.9 yuan, and it only costs a few cents to catch a doll once.

I can only say that compared to other people, the Snow King has never been afraid of anyone.

▲Image source: TikTok

A sip of iced lemonade to whet your appetite, a handful of hot fried skewers to calm your stomach, and then a handful of claw machines to play with, I'm so happy that I can only say, Snow King, you are really good.

I hope that Xiaoxue claw machine shops will be popularized across the country soon, giving the claw machine world a little shock to the Snow King. After all, my Snow’s goal is not only the sea of ​​stars, but also to rule the world.

Another example is the "Lucky Coffee" launched by Mixue in the cross-border coffee industry. A cup of Americano costs 5 yuan and two cups of lattes cost 15.9 yuan. The company does not seek to make money but only to provide benefits.

While Luckin Coffee is still busy arguing with Snow King, Snow King has already overtaken the competition and occupied the lower-tier markets.

It is worthy of being called a "monopolistic" cross-border business.

I can only say that Xiaoxue’s ambition is extraordinary. Now I’m just waiting for it to enter the real estate industry.

When the time comes, I’ll buy a house for 199,000 yuan and make friends with them. If the building collapses, I can only blame myself for being too fat.

Live in Snow King real estate, drive a Xiaomi car, and enjoy a quality life.

04

In fact, to put it bluntly, whether it is Lucky Coffee, grabbing dolls or selling fried skewers today, for Mixue Bingcheng, this is naturally a kind of business, but more importantly, it is a deepening of the brand.

What is brand thickness?

To put it simply, how deep is the brand's heritage? How strong is its cohesion? How big is its base?

For Mixue Bingcheng, the name is its brand, and the image of the Snow King is the embodiment of the brand.

From the initial popularity of the theme song "You Love Me, I Love You, Mixue Ice City Sweetness" to the various marketing events that followed, the Snow King has actually been deepening its brand strength step by step.

Let me give you a classic example.

Wasn’t Snow King previously notified for food safety issues? Then netizens rushed to defend Xiaoxue, saying things like “It just made the same mistake that all brands would make”, “It’s not that Xiaoxue’s ingredients are expired, it’s clearly that I came too late”, etc., and a new wave of famous memes were born.

▲Image source: Weibo

In contrast, Luckin Coffee was mocked by the entire network for having too many ice cubes. Netizens used Mixue Ice City’s avatar to make all kinds of sarcastic comments in the comment section, which was the ultimate yin and yang.

To put it bluntly, the difference is in the brand depth between Mixue Bingcheng and Luckin Coffee.

Although Luckin Coffee is also very impressive, its brand is not strong enough, so when it faces some negative events, people will still criticize it; but it is different for Mixue Ice City, it is really too strong, so strong that everyone will take the initiative to defend it when something happens.

Compared with Xiaoxue in this respect, Luckin is just a younger brother.

Another point is brand breadth.

Just like brands like Master Kong and Uni-President, if they were just ordinary instant noodle brands, they would not have such a big reputation as they do today.

But in addition to instant noodles, they also have beverages, pastries and related supporting industries, and these industries are also very successful, so when all the industries are combined, the brand breadth is extremely deep.

The same is true for Mixue Bingcheng. If it was just a brand selling affordable tea drinks, then its audience and brand breadth would be limited to this. But it also has a well-known coffee brand "Lucky Coffee", sells skewers, and various snack products, so the brand depth suddenly becomes much broader.

Only by expanding and strengthening the brand’s depth and breadth can we find greater IP expansion power. This is the true way to make everyone in the world recognize you.

Author: Gu Xiaohui, WeChat public account: Internet Brand Official