Original Source: BCC Global
Date: January 15, 2025, 09:30
Introduction
Mixue Bingcheng has drawn significant attention with its recent IPO application. With its large number of stores, Mixue Bingcheng has solidified its position as a frontrunner in the industry. In our previous research, we explored its expansion and profit model through franchisees in the article “Breaking Down the Franchise Model of Mixue Bingcheng”. Beyond that, the brand has made notable efforts in branding and IP development. What makes Mixue Bingcheng’s branding unique? What stages has its IP development gone through? How does the company measure the effectiveness of its marketing strategies?
Brand Differentiation
Mixue Bingcheng centers its brand image on “freshness, health, and deliciousness,” emphasizing high quality at affordable prices. Through innovative products, services, and marketing strategies, it creates competitive differentiation, boosting market share.
- High Cost-Effectiveness
Mixue Bingcheng positions itself as a highly cost-effective brand, contrasting sharply with premium tea brands. Its products are notably affordable, such as the RMB 1 ice cream (approx. USD 0.14) and RMB 3 lemon water (approx. USD 0.41). This low-price strategy successfully attracts price-sensitive consumers, particularly students and low-income groups. This positioning not only fulfills consumers’ price needs but also helps Mixue Bingcheng secure a stronghold in third- and fourth-tier cities as well as areas around universities. - Unique Product Categories
Mixue Bingcheng has adopted a category positioning that combines ice cream and tea, creating a distinctive consumption experience. This unique positioning sets it apart from other brands, such as HeyTea’s “cheese-infused teas” or Nayuki’s “tea and soft Euro bread.” By offering this novel combination, Mixue Bingcheng meets consumer demand for diverse beverages while carving out a unique market image. - Down-Market Strategy
Mixue Bingcheng employs a “rural-to-urban” strategy for market expansion, prioritizing third- and fourth-tier cities and areas around universities. These regions have relatively low rent and limited competition. By opening stores densely in these areas, the brand quickly captures market share. This down-market strategy enables Mixue Bingcheng to more precisely reach its target audience and lays the foundation for rapid expansion.
IP Marketing and Emotional Connection
Mixue Bingcheng successfully fosters emotional connections with consumers through the development of its “Snow King” IP. The Snow King character appears in stores and on product packaging and is promoted through theme songs, animations, and other multimedia content, enhancing brand recognition and affinity.
In 2018, Mixue Bingcheng upgraded its brand image in collaboration with Huayu Hua marketing agency. Inspired by the reasons consumers choose the brand and rooted in cultural symbolism, the Snow King design incorporated a snowman with a crown, scepter, and red cape in a minimalist style. The red and white brand colors reinforced its memorability, quickly making the Snow King synonymous with Mixue Bingcheng.
Through social media platforms such as Weibo, WeChat, and Douyin (TikTok in China), the brand has extensively promoted the Snow King IP. By sharing creative content, participating in trending topics, and hosting online interactive events, Mixue Bingcheng maintains close consumer engagement, building loyalty and stickiness.
- Social Media Marketing
Starting in 2019, Mixue Bingcheng released Snow King-themed emoji packs on platforms like Weibo and WeChat. The adorable and humorous emojis quickly gained popularity among younger users. In 2020, the brand expanded the Snow King’s presence on short video platforms such as Douyin and Kuaishou by posting videos featuring daily life moments of the Snow King and staff interactions with the character, further amplifying its IP influence. - Offline Activities
Mixue Bingcheng frequently organizes “Snow King” parades and encourages customers to take photos and participate in in-store activities, fostering a closer relationship with consumers. In 2022, it held an “Ice Cream Music Festival,” featuring the Snow King as its logo and central visual theme. By bringing the Snow King IP from online to offline channels, the brand creates direct interactions with consumers, enhancing its immersive brand experience. - Video Content
In 2023, Mixue Bingcheng launched the animated series The Snow King Arrives on the Bilibili platform. The series garnered over 17 million views and received a rating of 9.9/10. The animation showcased entertaining stories of the Snow King in various scenarios, enriching the character’s narrative and attracting a significant fanbase. In 2024, the second season, Snow King and the Enchanted Oasis, debuted with 11 episodes released to date, further solidifying the IP’s storytelling and continuity.
Consistent and Effective Channel Operations
- Integrated Multichannel Marketing
Mixue Bingcheng has strategically deployed itself across platforms such as WeChat, Douyin, Kuaishou, Xiaohongshu, Weibo, and Bilibili to form a comprehensive marketing matrix. It creates diverse content, such as product updates, promotional offers, and entertaining short videos, tailored to different user demographics. For instance, on Douyin, Mixue Bingcheng publishes creative videos and participates in trending challenges to attract user engagement.
In June 2022, the brand launched the “Snow King Goes Dark” campaign both online and offline, transforming the Snow King character into a black variant to promote a new mulberry product line. This campaign led to approximately 22 million cups sold in its first month.
- Social Media Interaction and Fan Management
Mixue Bingcheng actively engages with fans on social media, fostering strong relationships. It regularly posts interactive topics, hosts online events, and responds to user comments to boost engagement. For example, it frequently initiates discussions tied to holidays or trending events on Weibo, inviting fans to share their stories and experiences. The brand also uses fan polls and prize giveaways to involve consumers in its decision-making, strengthening loyalty.
Additionally, Mixue Bingcheng invites consumers to visit its manufacturing facility in Henan Province, designated as a national 4A industrial tourism site. This transparent and hands-on experience helps build trust and emotional connections with customers. By September 30, 2024, the brand had registered approximately 315 million members.
- Data-Driven Precision Marketing
Leveraging big data analytics, Mixue Bingcheng analyzes user behavior to achieve precision marketing. By tracking metrics like browsing, likes, and comments across platforms, the brand identifies consumer preferences and tailors its marketing strategies. For example, younger audiences are targeted with fashionable product promotions, while families are presented with healthier options.
To evaluate marketing effectiveness, the brand uses a variety of tools and metrics. In addition to monitoring brand growth via third-party platforms, it examines publicly available data like Baidu Index and WeChat Index, as well as product-related searches and mentions on various platforms. These insights enable the brand to refine its marketing strategies.
Conclusion
As market dynamics evolve and consumer demands change, Mixue Bingcheng continues to innovate its product offerings and upgrade existing ones. The brand is gradually transitioning from a low-price strategy to developing high-value products while maintaining affordability through various promotions. These strategies allow Mixue Bingcheng to attract substantial short-term traffic while ensuring long-term competitiveness through ongoing product innovation and adaptable marketing approaches.
Disclaimer: The above content represents an analysis of related events and does not constitute investment advice. Information sources include publicly available materials, expert opinions, and BCC research. The publisher assumes no responsibility for losses incurred based on this content. Investments carry risks; proceed with caution.