Mixue Ice Cream & Tea "Gilds" the Snow King?! Marketing Tactics of Chain Milk Tea Shops

The Trend of Brand Logo Changes

Have you noticed that launching new products, running promotions, and changing logos all seem to have become a new trend? Whenever brands change their logos on social media, there is inevitably a new announcement waiting.

Recently, many netizens noticed that the tea giant Mixue Ice Cream & Tea had changed its chubby Snow King avatar on various social platforms to a golden version. At first glance it suddenly looks far more luxurious. The move sparked plenty of interest, with comments like "It has completely transformed after just a few days? You really know how to gild yourself," "It is even stretching its neck straight up, giving off a sense of developed confidence," and some asking, "Is it going abroad to get gilded?"

Mixue's International Expansion

Indeed, that is not far from the truth. During this period Mixue has been expanding into both South Korea and Japan. After building rich marketing experience at home, its ambitions have gradually grown abroad. Not long after opening its first store in Japan, Mixue's official account for its Japanese flagship store announced again in the early hours of today that the long-awaited Mixue Japan 2nd store had arrived.

Golden Logo Promotion Campaign

The main purpose of the golden logo change, however, is not international expansion; it is to promote the company's "Drink Mixue, Get a Golden Snow King Necklace" campaign. According to reports, the gold necklace in this promotion contains a full 25 grams of gold. A quick check shows domestic gold pricing at approximately 402 yuan per gram, making 25 grams worth 10,050 yuan. I used to think Mixue was "poor," but it turns out I was the fool.

Creative Marketing Through Logo Variations

This is not the first time the brand has used "skins" for marketing. This summer, when many regions experienced high temperatures, the "Black Snow King" appeared online to ride the news cycle and mainly to promote a new product. Netizens joked that the Snow King had been "darkened," while the official explanation was that he got tanned picking mulberries. Combined with the product launch, the approach worked brilliantly: the "darkened" gimmick trended on social media and quickly and effectively promoted the new mulberry fruit tea. Here is what the darkened Snow King looks like.

Some time ago, when the weather started cooling, the Snow King put on winter clothes ahead of time, wearing a thick cotton padded jacket while holding a thermos. It is unclear whether it was the thermos or the cold, but the Snow King looked quite unhappy. Later, many netizens discovered that the Snow King in Northeast China differed from other regions, wearing a floral jacket and holding milk tea with a beaming smile, a thoroughly Northeastern-style image.

The Marketing Genius of Mixue

It must be said that Mixue is extremely skilled at event marketing. Beyond its theme song and brand image, it has consistently kept exposure high through various strategies. Using logos and store avatars as advertising space, any controversial change generates plenty of buzz and discussion.

Avatar Changes as an Industry Trend

Avatar skin changes are not unique to Mixue. Changing avatars is a common marketing strategy for many brands. HEYTEA, McDonald's, and KFC, for example, all temporarily change their avatars during new campaigns to create freshness and generate buzz, drawing attention and participation from young consumers.

HEYTEA in particular has repeatedly succeeded with avatar "modifications" during collaborations. When working with FARMER BOB, the boy avatar transformed into an older man; when partnering with the fashion godfather Hiroshi Fujiwara, they created an afro hairstyle...

Quality Matters Most

These operations not only combine the characteristics of both parties but also create freshness for the brand, further promoting the event. For long-term success and greater consumer recognition, however, it is essential to focus more on the quality of the products themselves.

Image source: Internet

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