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

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The Trend of Brand Logo Changes

Have you noticed that launching new products, running promotions, and changing logos seems to have become a new trend? Whenever brands change their logos on social media platforms, there's inevitably a new announcement waiting for everyone.

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

Mixue's International Expansion

Indeed, that's not far from the truth. During this period, Mixue has been expanding into both South Korea and Japan. After accumulating rich marketing experience domestically, Mixue's ambitions have gradually expanded overseas. 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 has arrived.

Golden Logo Promotion Campaign

However, the main purpose of this golden logo change isn't for international expansion—it's to promote the "Drink Mixue, Get a Golden Snow King Necklace" campaign initiated by the company. According to reports, the gold necklace in this promotion contains a full 25 grams of gold. A quick check shows that domestic gold pricing is approximately 402 yuan per gram, making 25 grams worth 10,050 yuan. I previously thought Mixue was "poor," but it turns out I was the fool.

Creative Marketing Through Logo Variations

This isn't the first time the brand has used "skins" for marketing. This summer, when many regions across the country experienced high temperatures, to align with current events and mainly to promote their new products, the "Black Snow King" appeared online. It was jokingly referred to by netizens as the "darkened Snow King," while the official explanation was that he got tanned while picking mulberries. This marketing approach, combined with product launches, achieved excellent results. The "darkened" topic gimmick trended on social media, quickly and effectively promoting their new mulberry fruit tea. Here's what the darkened Snow King looks like 👇👇👇

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

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 maintained high exposure through various marketing strategies. Using logos and store avatars as advertising spaces, any controversial changes generate significant buzz and discussion.

Avatar Changes as Industry Trend

Avatar skin changes aren't unique to Mixue. Changing avatars is a common marketing strategy used by many brands. For example, brands like HEYTEA, McDonald's, and KFC all temporarily change their avatars during new campaigns to create freshness and generate buzz, thereby attracting attention and participation from young consumers.

HEYTEA, in particular, has repeatedly succeeded with avatar "modifications" during collaborations. When collaborating with FARMER BOB, the boy avatar transformed into an older man; when partnering with 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 a sense of freshness for the brand, further promoting the event. However, for long-term brand success and gaining more consumer recognition, it's essential to focus more on the quality of the products themselves.

Image source: Internet

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