Marketing Strategies of Mixue Bingcheng in Lower-tier Markets

Abstract

With the rapid development of the new-style tea beverage market, Mixue Ice Cream & Tea has achieved remarkable success in lower-tier markets through its unique marketing strategies. However, in the face of increasingly fierce market competition and the diversification of consumer demands, Mixue's marketing strategies in these lower-tier markets are encountering numerous challenges. Through methods such as literature review, this paper conducts an in-depth analysis of the current situation, existing problems, and underlying causes of Mixue’s marketing strategies in lower-tier markets. Furthermore, targeted optimization suggestions are proposed, aiming to provide theoretical support and practical guidance for the sustainable development of Mixue and similar tea beverage brands in lower-tier markets.