Analysis of Marketing Strategy of Mixue Ice Cream & Tea on Social Media Platforms

Abstract

With the improvement of people's quality of life, in addition to focusing on food, people are also fonder of various drinks. Since its establishment in 1997, Mixue Ice Cream & Tea has been continuously developing and growing. By 2023, the number of Chinese stores in Mixue Ice Cream & Tea has exceeded 10000, covering 31 provinces (cities, autonomous regions), and is actively exploring overseas markets, with a large number of loyal consumers nationwide. The brand expanded rapidly in the sinking market with the business model of low price and franchising and became the fastest dark horse in the tea industry. This study provides a brief overview of the market development status of Mixue Ice Cream & Tea and studies its marketing strategies based on the 4P theory. It analyzes the products, prices, place, promotion strategies, and the reasons for their effectiveness in Mixue Ice Cream & Tea, and proposes suggestions for future sustainable development. This study found that the marketing strategy of Mixue Ice Cream & Tea is effective, attracting a large number of consumers for Mixue Ice Cream & Tea. Its marketing strategy can be summarized as follows: positioning the brand with genuine materials and high quality and affordable prices, and using a combination of online and offline marketing strategies to meet the consumer needs of the target market with safe and reassuring products.