"You love me, I love you, Honey Snow Ice City Sweet Honey." With 13 simple words, accompanied by simple rhythmic music, plus the image of "Snow King", this divine comedy from Mi Xue Ice City "bloodbathed" b station in June.
As of June 30, the "Honey Snow Ice City Theme Song mv Bilingual Version" uploaded on Station B on June 5 has been played more than 14.2 million times. Not only that, but it also caused fancy adaptations by up owners, promoting the formation of today's overwhelming communication effect.
In general, "What is a Happy Planet", the theme song of Michelle Ice City's "greasy and oily" is also brainwashing and head-scratching. Or in the eyes of many people, the reason why these two songs are popular on the Internet is difficult to figure out. However, it is an indisputable fact that Mi Xue Ice City relies on this out of the circle.
Relying on the simple combination of "13 words + snow king + magic melody", consumers have completely remembered The Ice City. It is worth mentioning that from the decoration of the storefront, Mi xue ice city can not be with the tea of Xi Tea and Nai Xue, and its main route is the sinking market "Pinduoduo" route.
But even so, at the beginning of this year, Michelle Ice City was rumored to have completed a financing of 2 billion yuan, with a valuation of 20 billion yuan, and there are plans to list on A-shares. But then, both the financing and the listing were denied by Michelle Ice City.
In addition, when there was an imbalance in low prices and food safety, Michelle Ice City was exposed to the use of black materials such as expired ingredients in May this year.
1+1+1>3！ A divine comedy made "Snow King" popular
The roadside ice cream and tea chain, Michelle Ice City, contributed to the first explosion in the marketing world in 2021. And in the mv that detonated the network, only one sentence was repeatedly said, that is, "You love me, I love you, Honey Snow Ice City Sweet Honey." ”
And the song has also been adapted into Cantonese version, electronic version, Peking opera version, Andcong version by many up masters of the b station... "13 words + snow king image + magic melody" combination, and washed the brains of the majority of netizens under a very high degree of singing.
This wave of marketing in Mi Xue Bingcheng has properly won widespread attention, and behind this has to mention a company called "Shanghai Hua & Hua Marketing Consulting Co., Ltd." (hereinafter referred to as Hua & Hua), the boss is "China's most expensive marketing gangster" Hua Shan, Hua Nan brothers.
Under the planning of "Shuanghua", advertising slogans such as "tired, sleepy, drink Dongpeng special drink" and "Little Sunflower Mother Class has started" are well known to consumers, such as Haidilao, Xibei Shinomian Village, and Delicious Duck Neck... Have promoted their ideas.
But for the explosion of the Honey Snow Ice City Divine Comedy, Hua Shan did not dare to take this credit, saying on Weibo, "The work is done by people, the effect is given by heaven, only ask the cultivation, do not ask the harvest." If you believe in Hua and Hua, the consulting fee is also recognized, you come. ”
However, the image of the "Snow King" with the ice cream scepter and the crown on the head of The Ice City was actually created by Hua and Hua in 2018. At that time, this image was also met with a huge wave of opposition. But in the end, it was accepted by the founder of Mi Xue Ice City.
Tea drinking industry "Pinduoduo": 8 yuan milk tea, 3 yuan ice cream...
Unlike Xi Tea and Nai Xue's tea, which occupy large shopping malls and CBDs, Michelle Ice City chose the shop on the side of the road. The fancy decoration of the shop gives consumers a cheap feeling. In other words, Honey Snow Ice City takes the low-end, grassroots route.
Compared with the tea shops that frequently consume more than 25 yuan in the tea shops of Xi Tea and Nai Xue, Michelle Ice City sells 8 yuan of milk tea and 3 yuan of ice cream. In other words, the price of Michelle Ice City's products is more affordable.
At present, the stores of Michelle Ice City have more than 10,000 stores nationwide. Nesher's tea, which has been successfully listed on the Hong Kong Stock Exchange, will only reach 556 stores in 2020.
From the perspective of the franchise model, the joining fee of The provincial capital, prefecture-level city and county-level city are 11,000 yuan, 9,000 yuan and 7,000 yuan per year, respectively, plus the deposit, equipment, raw materials, materials, etc., a total of 350,000 yuan is required.
If you open a milk tea brand "a little" franchise store in the provincial capital city /municipality directly under the central government, the total cost is 507,000 yuan a year, and the cost in the prefecture-level city is 381,000 yuan. (The cost is an estimate, the specific situation shall prevail)
Judging from the above comparison, Honey Snow Ice City has no intention of getting more dividends from joining this piece. However, for the low-cost route of Michelle Ice City products, many people wonder "What do you rely on to make money?" ”
For this, Michelle Ice City responded on its official website. Specifically, it has its own supply chain, self-built factories to make core tea raw materials, no middlemen to earn the difference, and supply to franchisees at cost prices.
In addition, Michelle Ice City said that more than 10,000 stores have bargaining advantages in the procurement of upstream milk, tea, fruit, coffee and sugar, and can purchase high-quality ingredients at a cost. And the logistics cost is borne by the headquarters of Michelle Ice City.
It can be said that the strategy of small profits and high sales of Michelle Ice City has upgraded the consumption level from supermarket bottled drinks to freshly blended milk tea. Its low-cost approach absorbs a wider audience than Xicha and Naixue's tea.
However, it should be pointed out that as far as the franchise model is concerned, Michelle Ice City focuses on joining and weakening management, resulting in food safety accidents and the brand image is affected.
The month before the Divine Comedy exploded: Honey Snow is deeply in a food safety crisis
On May 14 this year, some media exposed that there were food safety problems such as the Yong'an Street store in Zhengzhou, the Daguanyuan store in Jinan, and the Mahu Commercial Street store in Wuhan that tampered with the validity period of Kaifeng ingredients and used semi-finished products of overnight tea soup milk syrup.
On the second day, Michelle Ice City issued an apology statement on the matter, saying that it would cooperate with the supervision and inspection of governments at all levels, and set up a special handling team led by the general manager to investigate and rectify the serious violations in the store, and ordered the stores involved to close for rectification.
From May 15 to 16, the Zhengzhou Municipal Supervision Institute at all levels conducted a "carpet" supervision and inspection of the stores under the City's Mi xue Bingcheng.
The regulatory authorities found that many stores had problems such as imperfect ledger records, the use of expired ingredients, and chaotic warehouse management, and ordered 35 stores to rectify within a time limit, 3 stores immediately closed for rectification, and issued administrative punishment decisions to 9 stores on the spot.
On the morning of May 17, the Zhengzhou Municipal Bureau of Market Supervision held an administrative meeting on this issue. After the interview, the Zhengzhou municipal market supervision system deployed a one-month special rectification action against Mi xue ice city, involving the rectification of stores and other aspects.