MIXUE was founded in 1997, headquartered in China, Henan Province, and is a nationwide chain brand that focuses on fresh ice cream and tea drinks. For 25 years, it has always adhered to the business mission of "letting everyone in the world enjoy high-quality and affordable deliciousness", successfully creating two hit products: fresh ice cream for 2 Yuan and ice-cold lemon water for 4 Yuan, and expanding from regional to national through chain franchising.
In 2018, MIXUE reached a strategic cooperation with Hua & Hua when the brand had 4,500 stores. In four years, it became the scaling champion in tea related beverage industry, with the number of stores exceeding 10,000, and went abroad to develop overseas markets.
MIXUE is the benchmark case of Hua & Hua. We found the global Cultural Matrix "snowman" that everyone in the world knows, and extracted the elements to return to the culture; later, through the ice cream sceptre and crown, it achieved privatization and made the snow king itself a culture; through store promotion and customer communication, it strengthened the culture.Brand Slogan
MIXUE's brand slogan grafts the "you love me" and "I love you" expressions of love expressed by all human beings. By combining the phrases "you love me", "I love you" and "Ice Cream and Tea" forming a sound and rhythm, and empowering these cultural forces to the brand name "MIXUE", the brand slogan is clear and easy to spread.
Promotion and Communication
In 2019, based on the brand slogan, Hua & Hua created a brand song and dance for MIXUE, adapted from the American folk song "Oh Susanna", which was played in all stores nationwide. In 2021, this viral song became popular all over the Internet, with 60 billion plays, and was praised by the industry as "the hottest marketing event in China in 2021."
In four years, the Snow King sign system covered MIXUE's meta-media comprehensively, from store signs to packaging materials, from materials to videos, covering all contact points with customers.
Continuous improvement is Hua & Hua's third core technique, and the key action for MIXUE stores' continuous improvement is "enterprise treasure hunting". By finding the tricks for selling goods in MIXUE's development history, and combining Hua & Hua's "three purchases": reasons for purchasing, purchasing guide, and purchasing instructions, the material conversion efficiency was improved. In 2018, MIXUE promoted the continuous improvement system to all stores nationwide, with an average annual revenue growth of 30%.
Product Development and Promotion
Insight into the reasons for purchasing each product, creative design for product naming, product advertising, and product posters to promote best-selling products. Fully utilizing the effective sales space in MIXUE stores, the development of retail products such as "tea bags" laid the foundation for the "Snow King Magic Shop".
Set the spring, summer, autumn, and winter promotion themes according to seasonal attributes, forming a promotion rhythm for MIXUE products and perfecting the product marketing calendar.
In January of each year, "MIXUE Lucky Bag Festival, bring luck home"; in May of each year, "This year's 520, go to MIXUE to get a couple's card"; in November of each year, "Multifaced Snow King Creative Award". Through the marketing calendar, a fixed marketing rhythm and theme were formed to continuously accumulate brand equity.