Mixue Bingcheng Exploits Starbucks Police Eviction Incident! Snow King Milk Tea Lucky Coffee Marketing Tactics Spark Online Skepticism!
Starbucks' PR Crisis and Mixue's Strategic Response
Recently, Starbucks' public relations team has been exceptionally busy. The incidents of "expelling police officers" followed by "price increases" occurred in quick succession, causing some Starbucks coffee consumers to instantly become disillusioned with the brand. Some even engaged in extreme behaviors such as "sending white flowers," "delivering river snail noodles," and "throwing eggs."
Just as the heat surrounding Starbucks' "police expulsion" incident began to subside, Mixue Ice Cream & Tea stepped in to deliver another blow. Recently, some Mixue stores in Yinchuan, Ningxia, actually hung banners reading "Welcome on-duty police officers to rest in our store." This undoubtedly reignited public memories of Starbucks' "police expulsion" incident.
Mixue's "Welcome on-duty police officers to rest in our store" initiative attracted attention from some netizens. With anger toward the Starbucks incident still fresh, some netizens left comments such as "All thanks to the competition for highlighting this" and "Mixue's Snow King has great class," expressing their approval and support for Mixue.
At the same time, it also drew some negative evaluations, with some netizens commenting that Mixue's behavior of "chasing trends" was "malicious marketing" and suspected of being a publicity stunt.
On February 17th, media reporters contacted several Mixue store managers in Yinchuan, Ningxia, to understand the situation regarding the banners. One manager stated in an interview that some stores in Yinchuan had indeed been displaying banners reading "Mixue welcomes on-duty police officers to rest in our store" in recent days. However, on the afternoon of February 16th, the regional market manager for Mixue, concerned that these banners might lead to misleading public opinion, instructed the stores to take them down.
Mixue's Marketing Strategy Analysis
Mixue's marketing approach can be described as both simple and bold. From their folksy jingle "I love you~ You love me~ Mixue is so sweet," to donating 22 million yuan during the Henan heavy rain disaster, to "ambushing" ChaBaiDao on the streets, and now responding to Starbucks' "police expulsion" incident with banners.
However, this time, the intention to capitalize on trending topics was obvious. After all, this is an era of "grab-and-go" quick consumption, where few people would choose to order a drink and stay in the store for an entire day; more people simply grab their drinks and leave to attend to their own business.
Image source: Internet
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