With over 25,000 stores worldwide and over 100 million members, how does Mixue Bingcheng plan and operate its private domain?

"You love me, I love you, Mixue Ice City is sweet", while Mixue Ice City is rapidly expanding its stores, the number of members on the entire platform has now exceeded 100 million . This article discusses how Mixue Ice City operates and deploys private domains through scientific analysis of layout channels, promotion from offline stores to mini programs, etc. The following is a detailed analysis for you.

The new tea beverage industry is in a stage of sustained growth. Not long ago, the China Chain Store Association released the "2022 New Tea Drink Research Report". Data shows that by the end of 2022, there will be 486,000 new tea beverage stores opened across the country, an increase of 28% over 2020.

Among them, Mixue Ice City has the largest number of stores, and is the only new tea brand with 10,000 stores . Even if we look at the world, Mixue Ice City's number of stores can still be selected as the top five catering brands, second only to McDonald's, Subway, Starbucks and KFC.

While rapidly expanding its stores, Mixue Ice City is also actively laying out channels, from offline stores to the promotion of mini programs, and subtly attracting consumers' attention through IP creation and private domain operations. Now the number of members on the entire platform has exceeded 100 million. How does Mixue Ice City operate and lay out its private domain? The following is a detailed analysis for you.

1. Case Background

1. Brand Introduction

Mixue Ice City is an ice cream and tea brand founded by Zhang Hongchao in Zhengzhou in 1997. It is mainly engaged in the research and development, production, sales and brand operation management of freshly made beverages, freshly made ice cream and their core ingredients. In 2022, the revenue exceeded 6 billion yuan. At present, there are nearly 3,000 overseas stores and a total of more than 25,000 stores worldwide.

2. Market size

Data shows that the market size of new-style tea drinks will be 279.59 billion yuan in 2021. At present, the acceptance of new-style tea drink consumers is gradually increasing, and with the continuous innovation and expansion of product categories, consumers' enthusiasm for new-style tea drinks continues to rise. It is estimated that the market size of new-style tea drinks will reach 374.93 billion yuan in 2025.

3. User portrait

Mixue Ice City pursues high quality and low price in its products. In the consumer portrait , more than 70% are young people aged 18 to 30 , basically distributed in Henan, Shandong, Sichuan and other places, mainly in third- and fourth-tier cities.

2. Traffic Channel Analysis

1. Offline stores

Offline stores are the main places for users to consume, and are also an important channel to attract users from offline to online. Mixue Ice City has more than 20,000 offline stores. By understanding the user consumption scenarios, it has laid out multiple private domain diversion entrances in the three links of entering the store, placing an order, and drinking . 1) Welfare poster

Welfare posters are posted in obvious locations such as the store door and the outer glass wall. For example, the gimmick of "join the group to get a 1 yuan discount coupon for spending 6 yuan or more" is used to attract users who have not entered the store to shop in the store; on the other hand, it attracts users to scan the code directly to join the group, and guide offline traffic to online unified operation.

2) Package Card

Mixue Bingcheng’s package cards use sign-in draws, Wednesday membership day, and coupon redemption within the group as benefits to attract users to scan the code and join the group.

3) Vouchers

The benefit point is obvious on the front, with the words "1 yuan" enlarged to attract users. The back introduces the detailed usage rules of the voucher and guides users to scan the code to the WeChat mini program.

4) Product packaging

According to user habits, the flavor label is the side where users stay most frequently and for the longest time. Mixue Ice City prints a QR code on this side, using the gimmick of "Scan to know about new products in advance" to attract users to scan the code and jump to the official account page.

2. Private Domain Platform

1) Official Account

After following the "Mi Xue Bing Cheng" official account, the automatic welcome message and menu bar in the official account will be set up with links to the official website, APP, mini-programs, members, etc., and users will automatically jump to the corresponding page after clicking.

2) Mini Programs

The homepage is designed with multiple traffic-generating touchpoints. By displaying membership levels, Snow King coins, coupons, etc., users are attracted to learn about the membership system. With the "10 yuan coupon package" as the interest point, users are attracted to click to add the corporate WeChat.

3. Public Domain Platform

1) Tik Tok

Mixue Ice City is very popular among young people, and its main target group is also young people. Therefore, the content on Douyin is more youthful, and it will release new product promotion, hot topics, daily life of the Snow King, daily life of employees, etc. The account currently has more than 3 million fans, and the topic collection #雪王日记 has 230 million views. The homepage sets the official phone number and fan group's drainage touchpoints, and you can jump to the relevant page by clicking.

In addition, users can directly enter the keyword "Mixue Bingcheng" in the Douyin search bar to reach the brand zone. Users can directly see the flash sales activities of the nearest store, thereby guiding users to convert.

2) Xiaohongshu

The Mixue Ice City account has 408,000 followers and 165,600 likes and favorites. The account mainly promotes new products, activities, Snow King Diary, etc. There is a group chat entrance on the homepage, and you can apply to join the community by clicking it.

3) Weibo

Mixue Bingcheng has 1.46 million fans on Weibo, and 304.3 million likes and comments. Weibo mainly displays brand cooperation, new product promotion, event promotion and other content. Through lucky draws, gift packages and other benefits, it attracts users to follow or forward, and increases the exposure of the Weibo account. The homepage sets the touchpoint of the fan group , and you can apply to enter after following the account.

3. Disassembly of Private Domain IP

Companies create IPs in the hope that they can create memories and emotions in the minds of users through brand IP, thereby building trust and communication.

Mixue Ice City is well aware of this and has created a brand image that suits the preferences of brand fans. This is mainly reflected in three aspects: self-owned IP, co-branded IP, and employee IP.

1. Own IP

With the brainwashing song "You love me, I love you, Mixue Ice City is sweet", the IP image of the Snow King began to be known to the public.

At the same time, Snow King creates lively, cute and devilish characters through "singing and dancing" and "group street show". This characteristic of not sticking to tradition and pursuing individuality has attracted a large number of young people.

In addition, all the materials of Mixue Bingcheng are also extended around the IP, allowing consumers to have a deep impression of the image of the "Snow King".

2. Joint IP

In addition to its own IP, Mixue Ice City will also actively seek cooperation with co-branded IPs to bring a new wave of consumer groups and popularity. At present, Mixue Ice City has cooperated with many well-known brands and IPs such as Panda Mini, Qia Qia, and Meituan, achieving a win-win situation between brands.

3. Employee IP

1) Personal positioning

Nickname : Snowball

Avatar : Snow King with decorations

Role positioning : Brand welfare officer

WeChat business card : In each WeChat business card, you can see Mixue Bingcheng’s video account, position, and the link to “Want a Drink” (Mini Program), which can be used to attract traffic in multiple dimensions.

2) Automatic welcome message

After adding the enterprise WeChat, the enterprise WeChat will automatically reply with a welcome message. First, introduce the account positioning of the enterprise WeChat, which is an exclusive welfare officer, sharing coupons and other benefits every month. Then guide users to click on the link to receive the coupon, and then generate conversions.

3) Moments content

Content frequency : Publish 1-2 Moments of Friends content per day

Release time : usually posted once every 2 days

Moments content : main IP operations, event promotions, interactive topics, welfare introductions, etc.

4. Analysis of Community Operation

The community is an important scenario for retaining users and promoting repeat purchases in the private domain. Mixue Ice City connects users through the community to increase product exposure and conversion. The following is a detailed analysis of the community I joined.

1. Community positioning

Group nickname : Mixue Ice City Fans Welfare Group Group positioning : Welfare group Community value : mainly synchronized welfare activities, the latest product recommendations and other content. The operation of the community is mainly to encourage users to convert, while increasing users' understanding and trust in the brand, and creating more loyal users.

2. Welcome message for joining the community

After a user joins the group, an automatic welcome message will be triggered immediately, introducing the community rules. If the user @雪王 and sends a keyword, the community assistant will automatically reply with the corresponding content. On the one hand, it guides users to receive coupons and participate in community sign-in activities; on the other hand, it saves employees' operation and maintenance time.

3. Community Content

The content of Mixue Ice City's community operations is relatively simple, mainly publishing community benefits and new product recommendations , and the publishing time is concentrated at 9 am and 18 pm. These two time periods are usually breakfast and dinner time for users, which are easy to generate consumption demand.

5. Membership System Analysis

Mixue Ice City has more than 100 million members across all platforms. It has set up membership systems in WeChat mini-programs, Alipay, e-commerce platforms and other channels . Through the super user system, it cultivates more users with strong spending power and loyalty, and extends the user life cycle. The following is a detailed analysis using the mini-program as an example:

1. Growing membership

Growth members are divided into 4 levels, with specific requirements and benefits as follows:

1. Weixuehua (sweetness value 0-20): benefits include novice gift packs, birthday benefits, gift redemption, and daily lucky draws;
2. Little Snowball (sweetness value 21-100): benefits include novice gift packs, birthday benefits, gift redemption, daily lucky draws, upgrade gift packs, and exclusive membership days;
3. Snowman (sweetness value 101-1000): Benefits include novice gift pack, birthday benefits, gift exchange, daily lottery, upgrade gift pack, off-time discount, coin accumulation acceleration, and member day exclusive;
4. Snow King (sweetness value above 1000): Benefits include novice gift pack, birthday benefits, gift exchange, daily lottery, upgrade gift pack, off-time discount, coin accumulation acceleration, member day exclusive, and exclusive exchange;

2. Points system (Snow King Coins)

Mixue Ice City's Snow King Coins can be obtained through consumption, signing in, inviting friends, completing tasks, etc. Points can be used to redeem no-threshold coupons, flash sale products, participate in point games, etc.

6. Analysis of the fission gameplay

At present, the fission of Mixue Ice City is mainly displayed in the APP. An "Invite Reward" entrance is set up on the homepage of the APP, and users can get rewards by attracting new users to register and place orders.

Specific rules: Users who invite new users to register for the app can get a 10-yuan coupon package. New users who complete their first order can get a 5-yuan coupon and 100 Snow King Coins. Invited new users can get a 23-yuan coupon package.

VII. Summary

Finally, let’s summarize the highlights and shortcomings of Mixue Ice City’s private domain operations:

1. IP operation authenticity

Qiwei's event product content and IP operation content are reasonably planned, which will not give users a sense of rejection due to the large number of advertisements, nor will it let users miss out on welfare activities, and it is closer to users emotionally.

2. Scenario-based design of traffic-driving touchpoints

By setting up membership systems with different levels, we can uniformly maintain and manage member data, improve member labels, conduct customer segmentation, "differentiate" in marketing, accurately reach out, and efficiently operate and gain insights into members.

3. Single social gameplay

There are relatively few ways to play with community content, and the frequency of content recommendations is relatively low, which will lead to insufficient brand presence and the product's value points will not easily attract users.

Author: Yan Tao Sanshou