"Snow King" Counterattack: Mixue Ice Cream & Tea Brand Marketing Upgrade Strategy

Abstract

According to relevant research, by 2023, the annual sales of China's milk tea market will exceed 300 billion yuan, showing the huge potential of the milk tea industry. With the expansion of the scale of the milk tea market, the competition is becoming increasingly fierce. Well-known brands such as Hey Tea, Nai Xue's tea have occupied an important share in the market. Faced with the challenge of new tea brands, Mixue Ice Cream & Tea has made a variety of attempts to rejuvenate brands from three aspects: brand positioning, brand symbol and brand communication, and explored the direction of national tea brand construction in the Internet era. The theme of this research is how Mixue Ice Cream & Tea has successfully gone from an old brand that no one knows to a new milk tea brand sales champion. The research results show that the experience marketing of Mixue Ice Cream & Tea is inseparable from the brand's customer choice. The brand can only win the possibility of sustainable development if it grasps the heart of the new consumer force Generation Z. This report takes Mixue Ice Cream & Tea as the research object and uses case analysis to discuss its specific performance in positioning and communication to win the favor of consumers. So it can provide some inspiration and reference for the marketing and communication of similar brands.