MIXUE Ice Cream & Tea :Unique marketing planning

MIXUE Ice Cream & Tea is a chain management brand of ice cream and fruit tea in China. Established in 1997, it features high cost performance. And stores throughout mainland China and has also established several stores overseas. At present, it is the largest chain of tea drink brands in China and the second largest in the world, ranking fifth in the number of global restaurant chain stores. MIXUE Ice Cream & Tea is committed to let everyone enjoy high-quality and affordable delicious,  struggle-oriented, customer-centered” to build products with high-quality raw materials.

Marketing planning

  1. music marketing

The milk tea market tends to be saturated, and MIXUE Ice Cream & Tea has chosen the form of sound transmission in order to increase the brand’s sales volume. With the American country folk song “Oh Susanna” as the background of the light rhythm, with a simple lyrics, catchy and very brainwashed, as soon as it was launched it became popular all over the internet. So far, the theme song of MIXUE Ice Cream & Tea has gained 6 billion+ broadcasts in China. Close to music creation, interesting content-based natural attributes, so that the topic related to the ice city of Honey Snow has been maintained hot. Moreover, the hot topic about the theme song stimulates people’s creative enthusiasm. Netizens spontaneously adapted the theme song version, including the English version, the Russian version, the Japanese version, the rap version, even, and the Peking Opera version……At the same time, MIXUE seized the heat, released the theme song in 14 countries and 20 languages, and launched Honey Snow peripheral products. This has led to a significant increase in brand awareness around the world, and has attracted a large number of young people to buy.

 Video: https://www.youtube.com/watch?v=XD2XJLWB1LA

2. Adhere to the low-cost strategy

  MIXUE with a low-cost, affordable brand image for publicity. Compared with other milk tea prices of about 30 yuan, Honey Snow Ice City with 5 yuan a cup of lemonade, 7 yuan a cup of milkshake, and 3 yuan a large portion of ice cream, showing brand advantages. Under the impact of the coronavirus in the past few years, the principle of price no increase in MIXUE has a competitive advantage over other brands. This has made more young people willing to buy MIXUE and successfully expand the market.

3. Launch brand image “Snow King”

  In 2019, MIXUE created the brand IP image of “Snow King”, which also formed a strong brand awareness in the hearts of the public. Wearing a crown, holding an ice cream scepter and wearing a red cloak, the snowman reveals a approachable lovely image. And accessible, low price, is the positioning of the ice city of MIXUE. This marketing is not only in line with the brand image, but also connect approachable with cute. so as to achieve the brand image publicity and upgrading. In addition, there are Snow King dolls, Snow King peripheral products and so on, so that the IP is more outstanding. There are also differentiated innovations online, Snow King topics, short videos, and even emoticons, which increase everyone’s brand awareness of Honey Snow Ice City and give people a more specific consumer experience.

4. Offline event marketing

  MIXUE’s user base is targeted at young people. In order to capture its own user base, Ice City has also launched interesting offline activities. In April 2021, the exclusive Ice Cream Music Festival was held in Hainan; in June, MIXUE invited to watch an e-sports competition together. Through this very hot activity among young people, entertainment and brand marketing are combined to attract more young people to understand the brand.

5. Multichannel Marketing

  MIXUE is very clear about its own user base for young people, so it promotes the product on many SNS platform that many young users like. Open the phone, all the entertainment software is related content.

  Since its foundation, MIXUE has gone from China to the world at a low price, and its marketing can be said to be very successful. Of course, marketing is also based on the quality assurance of their products, hope that in the future MIXUE will launch more good products and activities.