High energy ahead, Mixue Ice City reaches the top of Mount Tai!

"You love me, I love you, Mixue Ice City is so sweet" This magical melody was popular in the streets two years ago, which expanded the brand awareness of Mixue Ice City and greatly increased the sales of beverages. This article starts with the new move of Mixue Ice City to enter Taishan, and analyzes the reasons for the success of Mixue Ice City's marketing strategy in an easy-to-understand way. I hope it will be helpful to those who want to understand brand marketing.

In ancient times, the emperor offered sacrifices to the gods at Mount Tai, and now the Snow King has opened a shop at Mount Tai.

When it comes to live entertainment, Mixue Bingcheng will never disappoint.

▲Photo source: Mixue Ice City

01

I will climb to the top of the mountain and look down on all the other mountains.

More than a thousand years ago, the "Poet Sage" Du Fu climbed Mount Tai and uttered such praise.

As the "First of the Five Great Mountains", Mount Tai has always been the goal of mountaineering enthusiasts to conquer since ancient times.

But only those who have climbed Mount Tai know that it was not me who conquered Mount Tai, but Mount Tai that tamed me.

So, when I saw that Mixue Bingcheng opened a store on the top of Mount Tai, I was as shocked as Ang Lee.

Hundreds of thousands of netizens were equally shocked. Currently, Mixue Bingcheng’s video declaring “Taishan, the king is coming” has received more than 300,000 likes.

▲Image source: Snow King Diary

Although there were no loud gongs and drums or firecrackers, the scene with red flags flying and huge crowds of people was already quite spectacular. The lively Snow King was even more majestic and proud.

▲Image source: Snow King Diary

The question that netizens are concerned about is that climbing Mount Tai with light luggage almost cost half of your life. How can Mixue Ice City carry the raw materials to open a store?

▲Image source: Netizens’ comments

Some people also feel sorry for the employees working in the Taishan store. It can be said that they are treated as "exile". They don't know whether they can lose weight, but their daily WeChat step count must be No. 1 in their circle of friends.

▲Image source: Netizens’ comments

Seeing netizens discussing this so heatedly, I feel relieved.

Snow King is still the marketing expert who is good at social networking and creating topics.

02

Speaking of Mixue Bingcheng opening a store in Taishan, while I was shocked, I also felt that although this was unexpected, it was also reasonable.

Because, in the past two years, the Snow King has been like a gay who hangs out everywhere, and he has mastered his temperament to perfection.

Do you remember the scene of a group of Snow Kings dancing in a shopping mall?

As the video went viral on the Internet, Mixue Bingcheng found the password to its traffic and began to frantically increase its presence offline.

▲Image source: Internet

What's amazing is that Snow King not only danced in his own home, but also arrogantly challenged old rivals such as Cha Baidao, Shanghai Auntie, and Gu Ming in front of their stores, and was not afraid of being beaten at all.

▲Image source: Internet

Not only do they dance against each other, they also battle with puppets like Frog Mama on the streets without any fear.

▲Image source: Internet

Once the headgear is on, no one likes it. Snow King is so socially adept that even social phobics envy him.

As his popularity grew, Snow King's ambitions grew, and he longed for a bigger stage.

So, the Snow King walked out of the street, rode a three-wheeled motorcycle to Harbin, and had a close interaction with the giant snowman. Netizens joked that this was like meeting a relative.

▲Image source: Internet

Snow King will also promote newcomers and bring the mascot "Old Man" of its sub-brand Lucky Coffee to the Spring Tide Music Festival to dance and have fun with the audience.

▲Image source: B station @幸运咖 official account

As Mixue Ice City expands overseas, Snow King also steps out of the country with proud strides.

Going clubbing in Japan, visiting night markets in Thailand, dancing on the streets of Indonesia, and running around in Australia, he became a hot topic on foreign social media and was extremely arrogant.

▲Image source: Internet

As more and more videos of Snow King dancing leaked out, Mixue Ice City established the following brand recognition:

Wherever there are people, there is Mixue Ice City, and you can see the figure of the Snow King.

So, I said that it is reasonable for Mixue Bingcheng to open a store in such a "high-end" place like Mount Tai.

Now, netizens have already thought of the next location for Mixue Ice City to open a store. Will it be Mount Everest? Or the space station? Snow King, you decide.

▲Image source: Netizens’ comments

03

In addition to opening a store in Mount Tai, Mixue Bingcheng also took an initiative that won praise from the entire Internet: all its products are only one yuan more expensive.

▲Image source: Snow King Diary

Haven’t tourists been suffering from high prices in scenic spots for a long time?

Four dishes in Beihai cost 1,500 yuan, six noodles in a Xi'an noodle shop cost 20 yuan... When there are more people than food, a moderate price increase in the scenic area is acceptable, but excessive price gouging is really unacceptable.

Especially when you reach a scenic spot that requires mountain climbing, you have to carry too much water and the mountain climbing is too tiring, so most tourists don’t even have enough water to drink. When you reach the top of the mountain and feel thirsty, water is the life-saving “hard currency”.

Some scenic spots have seized on this point and can sell a bottle of mineral water for 5 to 10 yuan. Even if tourists think it is expensive, they will still pay for it obediently, which is a big mistake.

However, Mixue Ice City has implemented the low-price strategy to the end in Taishan. The price has only increased by one yuan. Which tourist would not praise it as "sincere"?

Moreover, compared with the Shanghai auntie who also opened a store in Mount Tai, the price conscience of Mixue Bingcheng is more evident.

Some netizens said that at Shanghai Auntie’s Taishan store, a cup of milk tea is 10 yuan more expensive, and they can’t afford to buy it.

There is no harm without comparison. If your Shanghai Auntie is so expensive that it discourages consumers, I, Mixue Ice City, will lower the price.

▲Image source: Netizens’ comments

Some netizens also responded that Mixue Bingcheng, which has opened stores in some prime locations, did not take the opportunity to raise prices and insisted on selling at the original price.

▲Image source: Netizens’ comments

Recalling that in 2020, when Heytea was attacked by the entire Internet for raising its price by 2 yuan, Mixue Bingcheng replied to netizens, "We have made a difficult decision and will not raise prices." The despicable look on their face is still vivid in our minds.

▲Photo source: Mixue Ice City

Now three years have passed, and Mixue Bingcheng still enjoys great popularity thanks to its prices.

At this moment, I seemed to see the Snow King possessed by Jiang Wen, shouting to the customers:

I only do three things when opening a store: cheap, cheap, and damn cheap!

04

Two years ago, when people mentioned Mixue Bingcheng, many people were still brainwashed by the melody of "You love me, I love you, Mixue Bingcheng is so sweet."

Today, the melody still echoes in people's minds, but the public's memory of Mixue Bingcheng has become the image of the Snow King with his ever-changing styles, singing and dancing skills.

I don’t know when it started, but the marketing of Mixue Bingcheng has been opened up, and it has achieved an evolutionary upgrade from repetitive brainwashing to personality shaping, and the brand personality has become more and more full and three-dimensional.

In particular, the mascot Snow King, which has frequently appeared in the circle, can be said to be a concentrated embodiment of Mixue Ice City’s two major strategies of "low price" and "sinking market" in the marketing dimension.

Perhaps few people know that the Snow King is not only the IP image of Mixue Bingcheng, but also the chief quality control officer and the brand's lifelong spokesperson.

But in marketing, we see the Snow King as carefree and free.

Adhering to the principle of "I am rustic and I am right", it can be cute and silly, can be willful and overbearing, can laugh at itself for being tanned like a charcoal king, or can wear fashionable breast-revealing clothes...

▲Image source: Xiaohongshu

It is this kind of marketing that disregards the image that strengthens the public's perception of Mixue Bingcheng.

Because being down-to-earth is the true nature of the Snow King, which is also the background color of Mixue Ice City.

Tea drinks are cheap and delicious, and the marketing is interesting and addictive.

Family members typed “Mi Xue Bing Cheng is really fun” in the comment section.

Author: Su Ziqiu

Source: WeChat official account: "Internet Brand Officer (ID: szwanba)"