{"id":1921,"date":"2025-01-15T13:24:40","date_gmt":"2025-01-15T05:24:40","guid":{"rendered":"https:\/\/bccmedianews.com\/?p=1921"},"modified":"2025-02-18T13:44:17","modified_gmt":"2025-02-18T05:44:17","slug":"marketing-strategies-of-mixue-bingcheng","status":"publish","type":"post","link":"https:\/\/bccmedianews.com\/?p=1921","title":{"rendered":"Marketing Strategies of Mixue Bingcheng"},"content":{"rendered":"\n

Original Source: BCC Global<\/em>
Date: January 15, 2025, 09:30<\/em><\/p>\n\n\n\n

Introduction<\/strong><\/p>\n\n\n\n

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 \u201cBreaking Down the Franchise Model of Mixue Bingcheng\u201d<\/em>. Beyond that, the brand has made notable efforts in branding and IP development. What makes Mixue Bingcheng\u2019s branding unique? What stages has its IP development gone through? How does the company measure the effectiveness of its marketing strategies?<\/p>\n\n\n\n

Brand Differentiation<\/strong><\/p>\n\n\n\n

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.<\/p>\n\n\n\n

    \n
  1. High Cost-Effectiveness<\/strong>
    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\u2019 price needs but also helps Mixue Bingcheng secure a stronghold in third- and fourth-tier cities as well as areas around universities.<\/li>\n\n\n\n
  2. Unique Product Categories<\/strong>
    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\u2019s “cheese-infused teas” or Nayuki\u2019s “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.<\/li>\n\n\n\n
  3. Down-Market Strategy<\/strong>
    Mixue Bingcheng employs a \u201crural-to-urban\u201d 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.<\/li>\n<\/ol>\n\n\n\n

    IP Marketing and Emotional Connection<\/strong><\/p>\n\n\n\n

    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.<\/p>\n\n\n\n

    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.<\/p>\n\n\n\n

    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.<\/p>\n\n\n\n

      \n
    1. Social Media Marketing<\/strong>
      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\u2019s 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.<\/li>\n\n\n\n
    2. Offline Activities<\/strong>
      Mixue Bingcheng frequently organizes \u201cSnow King\u201d 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.<\/li>\n\n\n\n
    3. Video Content<\/strong>
      In 2023, Mixue Bingcheng launched the animated series The Snow King Arrives<\/em> 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\u2019s narrative and attracting a significant fanbase. In 2024, the second season, Snow King and the Enchanted Oasis<\/em>, debuted with 11 episodes released to date, further solidifying the IP’s storytelling and continuity.<\/li>\n<\/ol>\n\n\n\n

      Consistent and Effective Channel Operations<\/strong><\/p>\n\n\n\n

        \n
      1. Integrated Multichannel Marketing<\/strong>
        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.<\/li>\n<\/ol>\n\n\n\n

        In June 2022, the brand launched the \u201cSnow King Goes Dark\u201d 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.<\/p>\n\n\n\n

          \n
        1. Social Media Interaction and Fan Management<\/strong>
          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.<\/li>\n<\/ol>\n\n\n\n

          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.<\/p>\n\n\n\n

            \n
          1. Data-Driven Precision Marketing<\/strong>
            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.<\/li>\n<\/ol>\n\n\n\n

            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.<\/p>\n\n\n\n

            Conclusion<\/strong><\/p>\n\n\n\n

            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.<\/p>\n\n\n\n

            \"\"<\/figure>\n\n\n\n

            Disclaimer<\/strong>: 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.<\/p>\n","protected":false},"excerpt":{"rendered":"

            Original Source: BCC GlobalDate: January 15, 2025, 09:3 […]<\/p>\n","protected":false},"author":256241814,"featured_media":1924,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[132842,132876,132862,132846,132848,132882],"tags":[],"class_list":["post-1921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-economy","category-china-focus","category-corporate-insights","category-global-markets","category-consumer-lifestyle","category-retail-fb"],"jetpack_publicize_connections":[],"jetpack_likes_enabled":true,"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pg46U3-uZ","jetpack-related-posts":[{"id":2498,"url":"https:\/\/bccmedianews.com\/?p=2498","url_meta":{"origin":1921,"position":0},"title":"The Duality of Mixue Bingcheng: Surging Stock Prices and Food Safety Controversy","author":"revieweditor","date":"2025\u5e7403\u670821\u65e5","format":false,"excerpt":"Just over ten days after its debut in the capital \u2026","rel":"","context":"\u5728\u201cBusiness\u201d\u4e2d","block_context":{"text":"Business","link":"https:\/\/bccmedianews.com\/?cat=132842"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/03\/f41118c1-1eb5-4dcb-81ea-c49c86896e82.png?fit=1180%2C664&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/03\/f41118c1-1eb5-4dcb-81ea-c49c86896e82.png?fit=1180%2C664&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/03\/f41118c1-1eb5-4dcb-81ea-c49c86896e82.png?fit=1180%2C664&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/03\/f41118c1-1eb5-4dcb-81ea-c49c86896e82.png?fit=1180%2C664&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/03\/f41118c1-1eb5-4dcb-81ea-c49c86896e82.png?fit=1180%2C664&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3201,"url":"https:\/\/bccmedianews.com\/?p=3201","url_meta":{"origin":1921,"position":1},"title":"The Midfield Battle Behind Chagee(\u9738\u738b\u8336\u59ec)\u2019s 3.39 Billion CNY Revenue: Deconstructing the Growth Myth and Industry Shift in New-Style Tea","author":"revieweditor","date":"2025\u5e7406\u670804\u65e5","format":false,"excerpt":"Introduction:On May 30, 2025, \u201cthe first new-style\u2026","rel":"","context":"\u5728\u201cBusiness\u201d\u4e2d","block_context":{"text":"Business","link":"https:\/\/bccmedianews.com\/?cat=132842"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/06\/Chagee-e1749012554659.jpg?fit=1176%2C662&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/06\/Chagee-e1749012554659.jpg?fit=1176%2C662&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/06\/Chagee-e1749012554659.jpg?fit=1176%2C662&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/06\/Chagee-e1749012554659.jpg?fit=1176%2C662&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/06\/Chagee-e1749012554659.jpg?fit=1176%2C662&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3108,"url":"https:\/\/bccmedianews.com\/?p=3108","url_meta":{"origin":1921,"position":2},"title":"Is Starbucks China Selling Itself to Survive? 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