Mixue Bingcheng has won the favor of consumers because of its low price, what are the hidden worries

Honey Snow Ice City. The most attractive thing for customers is that the pricing is very low. In the face of other drinks, other cups of milk tea or fruit tea can buy two cups of Mixue Bingcheng, so Mixue Bingcheng is also loved by many consumers because of its low price.

It was after the explosion of Mixue Ice City that the hidden dangers behind it were also revealed.

Mixue Bingcheng has opened many stores, but now it has encountered a situation where no one buys it and has fallen into a business crisis. After several failed attempts by the founder of Mixue Bingcheng, with his strong ability, he also let Mixue Bingcheng develop. It also created the popular ice cream of Honey Snow Ice City.

Mixue Bingcheng also opened the franchise mode after it became popular, but there were also many problems.

What often attracts attention is the environment of Honey Snow Ice City, because many people have encountered drinking a lot of things in Honey Snow Ice City. Therefore, there are many health problems in Mixue Bingcheng, which is one of the things that consumers are most concerned about. Because the hygiene and standards of Mixue Bingcheng are not in line with the standards, although some franchise stores say that the business is very good, there are often unhygienic phenomena.

Although the founders dealt with this situation, the problem still existed. What's more important is that there are frequent food safety problems, and there are many hot searches on Weibo.

It was because some of the ingredients in Mixue Bingcheng expired that he was fined.

Although the price of Honey Snow Ice City is low, there will be many people who buy it, but it is a total calculation. The annual franchise fee is a lot of money, and the cost is also very high. Including rent, utilities and some materials, the purchase cost is very high, even if you can sell a lot every day, but you may not be able to make money.

Because the money earned is invested in the purchase, and there are many places that do not allow Mixue Bingcheng to open stores. So Mixue Bingcheng also encountered a financial crisis.

This is a very bad thing for Michelle Ice City.

There are many franchise stores in Mixue Bingcheng. As the company's external cooperation body, the franchised stores may be inconsistent with the company's requirements in terms of implementing and implementing the company's management system and operation standards. If the franchised stores do not operate in accordance with the company's unified norms and standards, and there are violations such as non-standard operation of store staff and unqualified store hygiene, which will lead to product quality disputes or food safety accidents, which will have an adverse impact on the company's brand reputation and business performance.

This is that it is possible to increase the number of stores, and then compete with yourself, which is also not good.

First of all, their hygiene cannot be guaranteed, because everyone will think that you get what you pay for, ** so low, is there some conspiracy?

I think Mixue Bingcheng still has a big market.

Analysis of the advantages of Mixue Bingcheng: In the dormitory building, the source of customers is relatively stable, even if it is a weekday, the amount of ** is quite good, and the consumers covered by these ** are very good in terms of consumption power. The price of the Honey Snow Ice City is reasonable, and it is especially attractive to the student group.

Although the price of the product is not enough, it does not prevent the product from being superior. The waiters at the Mixue Bingcheng franchise store have a good service attitude and treat customers very sincerely and intimately. There are often preferential activities to benefit consumers.

Through these activities, we have attracted new customers and brought the hearts of old customers together.

Opportunity Analysis: Mixue Bingcheng has a huge consumer base to help it. Good taste, good service attitude, high level of professionalism.

Although the business area is limited, the store is highly recognizable and brightly lit. The product takes the road of green health, and modern people advocate this kind of product.

Mixue Bingcheng brand concept:

Mixue Bingcheng is committed to allowing everyone in the world to enjoy high-quality and affordable deliciousness, and has always adhered to the principle of "those who are near are happy, and those who are far are coming; Striver-oriented, customer-centric", with high-quality raw materials to create products, with high-quality team service customers.

In order to do a good job in every ice cream and every cup of tea, the Mixue Bingcheng brand is jointly cooperated by three major industrial chains (R&D and production, warehousing and logistics, and operation management), so that Mixue Bingcheng has grown steadily in the domestic beverage industry, and is committed to promoting the better and faster development of the global ice cream and tea industry. Click here to learn more about the franchise program.

Summary. Hello dear, make the following analysis of your situation: The pricing strategy of Mixue Bingcheng is low price and high sales.

The implementation of the "low price" strategy of Mixue Bingcheng benefits from its perfect first-chain system. Sinking market. Based on its low-price positioning, Mixue Bingcheng follows the sinking market strategy of "rural areas surrounding cities", and opens stores in fourth- and fifth-tier cities.

Since most of the consumer groups are students and young people, the location of the stores in Mixue Bingcheng is mostly in commercial streets and university campuses and other places with a large number of stores, which further increases the customer flow and thus increases the number of orders.

Hello dear, make the following analysis of your situation: The pricing strategy of Mixue Bingcheng is low price and high sales. The implementation of the strategy of "burying fingers at low prices" is due to its perfect chain system.

Sinking market. Based on its low-price positioning, Mixue Bingcheng follows the sinking market strategy of "rural areas surrounding cities", and opens stores in fourth- and fifth-tier cities. Since most of the consumer groups are student parties and young people, the location of the stores in Mixue Bingcheng is mostly located in places with a large number of products, such as commercial streets and university campuses, to further increase the customer flow and thus increase the number of orders.

The following is the relevant for you, I hope to help you: Honey Snow Bingcheng, the cost is reduced, and the benefits earned by the company through the franchise fee are gradually, and the brand liquid mu marketing. Mixue Bingcheng grasped the Internet marketing strategy of new consumer brands, and found another way to attract young people.

Summary. The homogenization of the Mixue Bingcheng category is serious, and the brand difference is not strong; Lack of brand culture; The main products are limited, and the product updates are slow; Low-price complications, Mixue Bingcheng will set the ** at a low level, and based on this in the sinking market to occupy an absolute advantage, and Wallace and other models are very similar, in the follow-up development, it still has great potential. However, the long-term low-price strategy has attracted a large number of consumer groups, but the resulting brand value is low and the consumer group will become lower.

Hello dear! For the question you asked, what are the marketing problems of Mixue Zhenmo Bingcheng, do the following answers: The marketing problems of Mixue Bingcheng are, the problems in terms of **, the brand awareness is not high, according to the results of the questionnaire, although most consumer groups understand the brand of Mixue Bingcheng, but the brand loyalty needs to be greatly improved, and there are few offline supermarket activities.

The homogenization of the Mixue Bingcheng category is serious, and the brand difference is not strong; Lack of brand culture; The main products are limited in air and rock, and the product update is slow; Low-price complications, Mixue Bingcheng will set the ** at a low level, and based on this in the sinking market to occupy an absolute advantage, and Wallace and other models are very similar, in the follow-up development, it still has great potential. However, the long-term low-price strategy has attracted a large number of consumer groups, but the resulting brand value is low and the consumer group will become lower.

Hello, dear. The reasons for the success of the marketing of Mixue Bingcheng: 1. The cost performance of Mixue Bingcheng is high.

** is always one of the most relevant factors for consumers, and Mixue Bingcheng has done the ultimate in this regard. According to statistics, the price of Mixue Bingcheng's products is the lowest among similar products, and a few pieces of cones, lemonade, and milk tea have captured the psychology of users at once, allowing consumers to enjoy the most high-end delicious drinks with the lowest **. 2. Multiple marketing methods help Mixue Bingcheng to improve its popularity.

No matter how good the product is, if there is no good operation, it will eventually go to zero. Mixue Bingcheng has adopted two modes of operation, online relying on takeaway platforms such as Meituan and Ele.me to expand its popularity; Offline by opening special franchise stores to impress consumers and attract consumers. Third, the cost of raw materials is low.

Mixue Bingcheng's profit method is very unique, not simply relying on franchise fees to earn huge profits, most of his profit methods rely on raw material fees, Mixue Bingcheng has its own factory and warehousing logistics, in addition to Henan General Warehouse, in the northwest, southwest, Northeast and South China also have their own sub-warehouses, there are no dealers and merchants. Raw materials can be directly transported to the franchise store, which greatly reduces the cost of the ** chain. Thank you for your consultation and I wish you a happy life!