Per edit: Cheng Peng
Recently, when it comes to Honey Snow Ice City, your mind has begun to emerge: "You love me, I love you, Honey Snow Ice City Sweet Honey ~"
This song, which does not even have a decent name (yes, it is called "Honey Snow Ice City Theme Song"), but with a simple and cheerful melody and repeated lyrics, it quickly broke the circle from the first foot of the milk tea industry. Not only that, but there are endless Cantonese versions, Russian versions, Huangmei opera versions, Peking opera versions, electronic music versions... The magical "Honey Snow Ice City Sweet Honey" has washed the brains of the majority of netizens in a very high degree of singing.
Image source: b station Mi Xue Ice City official station screenshot
It is worth mentioning that behind the brainwashing divine comedy of Mi Xue Ice City, it is inseparable from a marketing consulting company called "Hua and Hua", and it is Hua Shan and Hua Nan who are known as "China's most expensive marketing bigwigs" who operate "Hua and Hua".
"Tired, sleepy, drink Dongpeng special drink", "Little Sunflower Mother class started", "the elderly should wear shoes for the elderly, professional shoes for the elderly, look for foot strength" and so on, all from China and China.
Relying on the magic theme song to hit the whole network
Since June 3, the official number of the Michelle Ice City brand released the theme song on the b station, the Honey Snow Ice City has completely gone out of the circle by "viral marketing", frequently mentioned hot searches, and was also jokingly called "college entrance examination forbidden song" by netizens because of excessive magic.
In fact, the theme song of the magic brain comes from the folk song "Oh, Susanna", a country ballad written by Stephen Foster in 1847 and has been around for 174 years. In terms of music theory, as a five-tone song with a polka rhythm, its bright melody is easy to remember. The theme song of Michelle Ice City uses a section with strong sense of rhythm and simple melody, which is simply adapted and repeated, with a short 13 words, with the meme of "Snow King" of Honey Snow Ice City, to achieve rapid dissemination.
Currently, on Douyin, #蜜雪冰城主题曲 has gained 1.68 billion plays;
On the B station, the official mv playback reached 13.704 million.
Netizens also spontaneously created countless adapted versions, for a time, this theme song appeared in Sichuanese, Cantonese, Guangxi, Northeast and other dialect versions, and even English version, Russian version, Japanese version, Thai version and other different language versions, so that Mi Xue Ice City in advance to achieve the desire to "open a branch" in the world.
After the theme song was popular in the circle, it was also spread that the offline store of Mi Xue Ice City could sing the theme song and be exempt from a single, and many netizens went to the Mi Xue Ice City store to "punch in and sing", which became the "social death scene" of many young people.
The driving force behind The Ice City
According to The Red Star Capital Bureau, Mr. Xiang, the head of Chongqing Pincui Advertising and Media Company, said in an interview: "The most critical factor in the popularity and success of the theme song of Mi Xue Ice City lies in the speed of the production of derivative content, so that the public can quickly roll up the snowball around the theme song content. Indeed, only 13 words of lyrics, simple image of the Snow King, these short contents, can make the B station ghost animal area up masters on this basis quickly re-creation and dissemination, only to create an overwhelming communication effect.
Behind the brainwashing divine comedy of Mi Xue Ice City, it is inseparable from Hua & Hua Shanghai Marketing Planning Company (hereinafter referred to as "Hua & Hua"). And the traders of Hua and Hua are the two brothers Hua Shan and Hua Nan, who are known as "China's most expensive marketing bigwigs".
You may not have heard of Hua and Hua, nor have you heard the names of Hua Shan and Hua Nan, but you must have heard these familiar advertising words -
"Tired, sleepy, drink Dongpeng special drink"
"Little Sunflower Mom Class Has Started"
"The elderly should wear shoes for the elderly, professional shoes for the elderly, and look for foot strength."
In fact, in addition to the Honey Snow Ice City, Haidilao, Get, Xibei Shino noodles, Chenguang Stationery, Hanting Hotel, Qiaqia melon seeds, New Oriental, Delicious Duck Neck... Behind these well-known brands that cover consumers' food, clothing, housing and transportation, there are promotional ideas from China and China.
According to Red Star News, in the second half of 2018, Hua and Huawei Created a "Snow King" symbol holding an ice cream scepter and wearing a crown on their heads, while determining the main colors of red and white. Since then, From the brand image to the store design, from the materials to the surroundings, from the office system to the clerk, All of which are formulated around the Snow King symbol.
It can be said that Mi Xue Ice City uses the super symbol of "Snow King" to the extreme, and even after the store closes, the image of "Snow King" can be seen on the roller shutter.
Picture according to Reignwood's personal Weibo
From Huashan's Weibo, it can be seen that when Hua & Hua created the brand image of "Snow King" for Mi Xue Ice City, there were many voices of opposition and doubt from within the company to the dealers, believing that it violated the trend of flatness and simplicity.
But facts have proved that the brand image of "Snow King" has brought recognition to Mi Xue Ice City, and even Zhang Hongfu, CEO of Mi Xue Ice City, has sighed in the circle of friends: "Consumers are well identified, and it is simple not to forget." ”
Compared with Xi Tea, Nai Xue's tea, or a little, coco, The store of Honey Snow Ice City appears to be "fancy", but as long as you see the store of Honey Snow Ice City, a "super cheap" atmosphere comes to the face, and this is what Honey Snow Ice City, which aims at the sinking market, needs it most.
However, the theme song of Honey Snow Ice City is popular throughout the Network, and the effect is so good that even Huashan does not dare to take this credit. When netizens asked Michelle Ice City whether the activity of "singing the theme song in the store is free of orders" is the marketing plan of Hua and Hua, Hua Shan said on its Weibo, "All netizens are engaged, the picture is ours", "Everyone likes to play by themselves, we don't rely on this to do business, and we don't want to take this as a credit."
Huashan once said in a public speech: "Will you read the contents of an advertising leaflet in its entirety?" I think we're basically just going to glance at some fragments. Therefore, the core of our communication is to solve the problem of loss in advertising communication. Nowadays, the theme song of Michelle Ice City also follows this principle, without too complicated creative and advertising words, "13 words + Snow King" can let consumers remember Michelle Ice City.
Rely on the "volume type" of franchise rapid expansion
According to media reports, the honey snow ice city headquartered in Zhengzhou, which is frequently out of the circle by magic theme songs, has been established for more than ten years, and its products include milk tea, fruit tea, ice cream and other categories, including many chilled lemonade, ferris crisp ice cream, shake milkshake, full cup of passion fruit and other best-selling explosive products.
Different from high-end positioning tea brands such as Xi Tea and NaiXue's Tea, The Main Of Honey Snow Ice City has sunk the market, and the target users are young consumer groups represented by college students, and the average unit price is only about 6 yuan. The store mainly opens around the university, pedestrian street, shopping mall and so on.
According to Qixinbao data, Mi xue bingcheng Co., Ltd. was established in April 2008 with a registered capital of 360 million yuan and the legal representative is Zhang Hongfu. The top two shareholders of the company are Zhang Hongchao and Zhang Hongfu, who each hold 47.5% of the shares.
In 1998, Zhang Hongchao, the brother of Zhang Hongfu, one of the founders of Mixue Ice City, opened a "cold stream shaved ice" cold drink shop in Zhengzhou, Henan, which was also the predecessor of Mixue Ice City. At that time, Zhang Hongchao was still studying at Henan Institute of Finance and Economics (now Henan University of Economics and Law), and in order to reduce the burden on his family, he rented a small shop window and specialized in shaved ice and other cold drinks.
On the official website of Mi xue bingcheng, Zhang Hongchao's entrepreneurial history is told in the form of a comic. From 1999 to 2003, Zhang Hongchao's Michelle Ice City store has been relocated four times, in addition to selling cold drinks, Zhang Hongchao also sold apples and sugar gourds, and even opened the Honey Snow Ice City Western Restaurant and the Honey Snow Ice City Home-cooked Restaurant.
In 2006, Zhang Hongchao launched a 1 yuan fresh ice cream, which was very popular. Since then, Michelle Ice City has found a suitable development path for itself, and "low price" has become its brand gene, which continues to this day. In 2007, Michelle Ice City opened 26 franchise stores; in 2008, this number doubled nearly 7 times to more than 180; in June 2020, Michelle Ice City became the first tea brand in China with more than 10,000 stores.
The picture comes from the official website of Michelle Ice City
Of course, the scale of more than 10,000 stores is inseparable from the franchise business of Michelle Ice City. According to Red Star News, some insiders said that Michelle Ice City is more like a "volume-type" franchise, with low joining costs and rapid expansion of store scale.
On the official website of Michelle Ice City, the details of the franchise fee are public, and the franchise fees of provincial capitals, prefecture-level cities and county-level cities are 11,000 yuan / year, 9,000 yuan / year and 7,000 yuan / year, respectively. The franchise fee of the milk tea brand "Little Bit" in the three grade cities is 66,000 yuan, 46,000 yuan and 26,000 yuan. Coupled with daily management, store equipment, raw materials, decoration and rent, from 350,000 yuan can open a Michelle Ice City franchise store, and the investment of opening a "little" is about twice as much.
Today, Mi Xue Ice City occupies the surrounding areas of schools, traffic turnover points and street shops with large traffic, and "blossoms everywhere" in third- and fourth-tier cities.
The outside world has always been curious about Michelle Ice City, 3 yuan of ice cream, 4 yuan of lemonade, the average price of 8 yuan of milk tea, such a cheap product, can there be money to earn? Summarizing the business path of Michelle Ice City, it is inseparable from the four words of "small profits and quick sales", as well as the ultra-low cost sharing brought by the huge volume and the bargaining power of upstream raw material procurement.
According to Qixinbao data, at the beginning of this year, Michelle Ice City completed the first round of financing for 20 brands, and Dragon Ball Capital and Hillhouse Capital jointly led the investment. After the financing is completed, The valuation of Honey Snow City is about 20 billion yuan.
Editor| Cheng Peng, Xiao Yong, Du Bo
Proofread | duan lian
Cover image source: b station Honey Snow Ice City official station screenshot
Daily Economic News synthesized from Securities Times, Red Star News, Red Star Capital Bureau,
Qixinbao, public information
Daily economic news