With the support of China Post, Snow King’s “recruitment” has become a hot topic!

Mixue Ice City recently collaborated with China Post, sparking heated discussions again. This article combs through Mixue Ice City's cross-border marketing cases and analyzes its three "killer skills" for success. If you are interested in brand marketing, this is a recommended read.

Mixue Bingcheng is very adept at attracting users' attention. Its screen-sweeping operations can be found everywhere, but the most impressive one is probably the brainwashing song "You love me, I love you, Mixue Bingcheng is so sweet..." that has become popular all over the Internet.

Yesterday, #中国邮是了解奶茶名著# became the No.1 trending search. Upon closer inspection, we found out that it was a collaboration between Mixue Bingcheng and China Post, which triggered heated comments from the public.

1. Mixue Ice City was included in the list, and netizens went crazy

Mixue Bingcheng has once again become popular, and also brought this brand collaboration with China Post to launch a post office theme store in Xi'an to the public. The store design in postal green is elegant and unique, looking fresh and natural.

Suddenly, netizens were commenting on the post. Someone helped the brand to prepare a copy to announce it to the world, mentioning seven new tea brands at once, which was extremely lively.

Some people also linked this collaboration with the popular dopamine in the market. Red, yellow, green, blue... In Snow King's event, users not only participated, but also innovated. This generation of consumers is really smart.

Some people also smelled the scent of love in the collaboration between Mixue Bingcheng and China Post. A group of comments about brands "changing their clothes" for love were really exciting.

Some netizens also noticed that Mixue Bingcheng's profile picture turned black, so the Snow King's darkening became an opportunity for the public to think divergently and stir up trouble. One moment, the Snow King was transformed into a hardworking employee who got tanned while picking mulberries; the next moment, the Snow King became a student who got tanned while enjoying a happy summer vacation; the next moment, the Snow King became a "film and TV drama" character who turned black. If you don't understand, just ask. The speculation about the Snow King's darkening and its connection with the joint name staged a real excitement.

In the notes of Mixue Ice City on Xiaohongshu, China Post also interacted with consumers and said: We held hands with the "Snow King"! Is the Snow King the honorary director of our post office?

As soon as the news came out, the news that Snow King was recruited immediately became popular on social networks. Mixue Bingxue's "coming ashore" was unexpected, and netizens joked that the end of the universe is the establishment, and the Internet meme came from here.

By joining hands with China Post, Mixue Bingcheng successfully entered the establishment circle, and netizens sighed: The Snow King really hangs out in all kinds of circles.

2. Layout different circles and reach user groups in different ways

The reason why netizens have such an exclamation is not groundless, but there are so many cases of Mixue Bingcheng crossing over into other circles, and almost every time it is amazing enough.

1. Enter the music industry and host the Ice Cream Music Festival to explore a new brand ecology

When music festivals become a way for young people to release their emotions and niche culture begins to enter the public eye, Mixue Ice City, which has always been at the forefront of marketing, invited Wang Sulong, Chen Chusheng and others to launch a diversified, trendy and youthful ice cream music festival, exploring a new marketing ecosystem of brand + popular hot spots + music festival by creating brand IP activities.

Mixue Ice City uses music festivals as a vehicle to communicate with consumers, and embeds its brand IP "Snow King" into the passionate atmosphere of the music festival, highlighting the brand's youthful and trendy qualities. In addition, the products are displayed in pop-up stores, allowing consumers to enjoy multiple experiences of taste, vision and hearing, which enhances the interaction and participation of young people with the brand.

In this way, Mixue Ice City has achieved the promotion and deepening of the Snow King IP. Coupled with the launch of the Ice Cream Music Festival products, Mixue Ice City has expanded new consumption scenarios and marketing methods for its brand IP.

2. The Snow King who disrupts the fan circle is cute and eye-catching

The arrangement of music festivals is Mixue Bingcheng's exploration of trendy culture, while disrupting the fan circle means that Mixue Bingcheng wants to use celebrities as a medium to pursue the brand's young consumers, and also let the things in the fan circle play a miraculous role in the promotion of the Snow King IP.

Mixue Bingcheng has gathered almost all the popular young actors together, and wants to draw the attention of consumers who call themselves XX wives to the brand stores, inviting them to drink milk tea, thereby achieving further connection between the brand and consumers.

In addition to being associated with the top fans, Snow King also attacked Internet celebrities. Facing the Internet celebrity frog and Harbin celebrity big snowman, Snow King transformed himself and became a member of the fan circle star-chasing, "dance" with the Internet celebrity frog, which was cute and eye-catching.

In the photo with Harbin’s famous big snowman, the Snow King turned into a cute and adorable child, which is simply too adorable.

3. Student Circle uses Snow King IP to participate in sports games and penetrate into the young user group

By also reaching out to users, Mixue Bingcheng has found countless ways to reach out to young people.

In a sports meeting at a university in Zhengzhou, Snow King participated in the grand opening ceremony and became the most beautiful scenery in the sports meeting. This may be the brand's way of grasping college students and an important strategy for the brand to further penetrate the young people's market.

In addition to simple brand placement and participation in sports games, Mixue Bingcheng also launched a "scholarship" for college students, allowing them to drink milk tea for free in order to capture the emerging consumer groups.

Similar to the effect of participating in the University Games, the brand took advantage of 520 to launch the hit event "520 Couple Certificate", allowing more young people to connect with the brand and stores, and realizing multi-mode communication between the brand and users.

4. The cultural and creative circle materializes the Snow King IP and expands the monetization channels

Music, sports, photography... These are all popular elements, and Mixue Ice City has not left out any of them. As for sales monetization, in addition to going deep into the user group and having close contact with consumers, the Snow King has also gone deep into the cultural and creative circle, launching dolls, blind boxes, etc., which not only help the brand to quickly realize monetization, but also realize the promotion of brand culture and symbols.

It has transformed Mixue Ice City into a cultural and creative expert that is good at playing with creativity and has helped the brand achieve curvilinear growth.

In addition, Snow King is better at fancy marketing of the logo, sometimes turning black, sometimes turning yellow, and sometimes changing expressions... This makes Mixue Bingcheng be crowned as a marketing expert by users.

It is obvious that Mixue Bingcheng has achieved screen-sweeping publicity through its one-off activities after another, which has also won the hearts of the people and continuously strengthened the users' awareness of the brand and the Snow King IP.

3. Snow King IP goes viral in various ways, with three “killer moves”

Every profession has its specialties. After seeing the phenomenon of brand marketing becoming extremely popular, marketers always want to explore the marketing logic and techniques behind brand screen domination.

01. The brand logo is pleasing and interesting, which penetrates the user's mind

Playing with logos has become a tool for brands to become trending topics and attract audiences. On the one hand, logo transformation can lead the trend of brand aesthetics. On the other hand, there is no creation without destruction. The new marketing methods of brands are more in line with the popular trends of the current era.

As a result, brands represented by Mixue Bingcheng have started to use Logo marketing, using various activities and extremely prominent visual effects to quickly attract attention, and then penetrate the minds of users through more eye-catching marketing.

02. The Snow King IP is honest and cute, and its soft and cute image is deeply rooted in people's hearts

In the marketing of Mixue Ice City, every appearance of the Snow King IP always creates a big buzz and wins people's hearts. In Mr. Bingfa's opinion, one reason is that its simple and honest image, soft and cute, is very healing. The other reason is that young people have no resistance to those cute things, and the Snow King IP just fits the public's aesthetic taste and wins the hearts of young people.

The logo is part of the brand culture, and the Snow King IP is also part of the brand culture. With its audience base and online popularity, it can naturally help the brand achieve a wider range of dissemination, making the Snow King IP more widely disseminated and more topical.

03. Cross-border cooperation among multiple circles to achieve both word-of-mouth and popularity

In addition to using the logo and Snow King IP to generate traffic, Mixue Bingcheng is also good at using cross-border methods to gain market popularity and user attention. By crossing over to the music circle, cultural and creative circle, fan circle, young people's circle, etc., it reaches user groups with different hobbies and personalities, helping to increase both quantity.

4. Final Thoughts

On the surface, Mixue Ice City is seeking traffic, but in essence, the brand wants to use a more vivid image to capture the hearts of consumers. Using a more deeply rooted approach can help the brand gain sustainable traffic.

Through younger and more trendy marketing, Mixue Bingcheng has deepened users' awareness of the brand, helped users develop the habit of buying its products, and achieved a leap in brand size through more interesting and fun marketing.

Author: Mr. Bingfa Source

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