After the rapid expansion, Mixue Bingcheng suffered from the sequelae of low prices, why can t it ta

Mixue Bingcheng is a cheap and delicious milk tea shop, which is the reason why it is liked by everyone, and it can't take the high-end route, mainly because it is more suitable for the general public.

On September 9th, according to the relevant information, it can be found that Mixue Bingcheng and its own situation is not disclosed, and on August 30th, the capital investment project raised by Mixue Bingcheng is being recorded, and the scheme design and environmental impact assessment have been completed. This kind of milk tea is a high-end status in the tea industry, because the influence in the market outlet is relatively large, has been to create a brand in a small profit and quick turnover, when the market is sinking, there is also its own development, because the time is relatively short, within four or five years, the number of more than 20,000 stores such a feat is enviable, and now the super-scale is based on the foundation, and there is a marketing strategy out of the circle, so that the brand and raw materials have skyrocketed.

Although the tea industry is increasingly saturated, many bubble tea shops do not match the scale and capacity. The main reason is that the profits of some franchise stores continue to decline, and now the growth rate of Muxue Bingcheng's stores is slow, and on the other hand, it is also because of the lack of management experience in food safety problems, the market competitiveness is becoming more and more intense, and the marketing costs are high, and Mixue Bingcheng has its own new development route, choosing to take the civilian route.

In 2006, there was one yuan of ice cream in Mixue Bingcheng, which can break through in the same restaurants, and in 2022, the ice cream of Mixue Bingcheng is three yuan a lemonade, and a cup of bubble milk tea for 4 yuan is also 6 yuan a cup, which has also become the main choice for many slum boys and girls, and the cost is relatively low, but it can be good and cheap, and it is also related to reducing costs. It is also able to guarantee quality.

The main reason why they can't take the high-end route is that they took the low-end route when they first started to develop, which led to the dissatisfaction of many consumers once the price was raised in the follow-up process, so in the face of this situation, there was no way for Mixue Bingcheng to take the high-end route.

The management is not very good, which leads to frequent food safety problems, fierce market competition, and the profits of franchise stores continue to decline.

The main reason is that the management is not very in place, which leads to frequent food safety problems and fierce competition.

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We are glad to answer your questions about the development strategy of Mixue Bingcheng, kiss <> Hello, Mixue Bingcheng development strategy suggestion 1, quality priority strategy: Mixue Bingcheng store has repeat customers, consumers value quality, is the quality and taste of milk tea, Mixue Bingcheng franchise continues the traditional beverage flavor, integrates traditional Chinese handmade technology, and develops a drink that is more suitable for the taste of modern people after repeated trials and corrections. 2. **Fit the crowd strategy:

The analysis of the marketing strategy of Mixue Bingcheng is very important, keep this in mind, when the new opening or new product listing of the Mixue Bingcheng store, the positioning of the first is very important, which can affect the promotion effect, consumers prefer high-quality and inexpensive products, and the average person in Mixue Bingcheng can drink a cup of delicious drinks as long as 4 yuan, which is favored by consumers. 3. Strategies to improve efficiency: Looking at the slow production process of employees, many consumers will lose patience and become impatient, which will give them an unsatisfactory consumer experience, so the specifications of Mixue Bingcheng require employees not to make customers wait too long when making milk tea, and Liang Di will improve efficiency while ensuring quality.

4. Brand promotion strategy: If the brand image and reputation are improved, you will still worry about not being a scumbag, so try to create a good consumer experience for consumers when serving, and pay attention to the feelings of consumers on some takeaway platforms, put the details in place, give them a satisfactory experience, and also receive good returns from them. 5. Terminal packaging strategy:

According to the taste and characteristics of Mixue Bingcheng, various forms of publicity are carried out in stores and other places that directly contact customers. 6. Dynamic marketing strategy: It is necessary to constantly adjust marketing thinking according to the changes of various elements in the market.

Hello, the main model of Mixue Bingcheng is to attract franchisees to open stores. More than 90% of the revenue of Mixue Bingcheng is to sell goods to franchise stores, including ingredients, equipment, packaging materials, etc. The more open the franchise stores, the more profitable the Mixue Bingcheng becomes, with more than 13,000 net franchise stores opened in 2020 and 2019.

The franchisees of Mixue Bingcheng have a large investment in the early stage and are responsible for their own profits and losses, while the drinks are low-cost, the gross profit margin of single products is low, and the new tea drink is seriously involuted, and it is more and more difficult for the franchise store to make money. The large-scale expansion of Mixue Bingcheng and the high density of regional services have led to serious competition among franchise stores. Under the pressure of operation, some franchisees are prone to ignore food safety issues.

Mixue Bingcheng is a catering brand that mainly provides drinks and desserts, and its marketing status is as follows:1Expand and promote your brand image on social**.

Mixue Bingcheng continues to launch new products on social platforms such as Weibo, Douyin, and WeChat, sharing preferential information to attract more consumers' attention and participation. 2.Carry out online and offline marketing activities.

From time to time, Mixue Bingcheng launches online preferential activities, such as full reductions, discounts, etc., to attract customers to place orders. At the same time, Mixue Bingcheng will also launch corresponding offline activities during specific festivals and activity times, such as Spring Festival and Christmas, to increase the brand's popularity. 3.

Promote brand synergy and product cooperation. Mixue Bingcheng has cooperated with other well-known brands to launch co-branded products, such as Coca-Cola, and jointly launched co-branded crisp iced tea, etc., so that the two sides can jointly expand the market and enhance brand competitiveness. 4.

Expand market share through store layout. Mixue Bingcheng has set up liquid dispensing stores in major business districts and shopping malls, covering a wide range of areas, allowing more customers to contact the brand and improve brand awareness. The marketing strategy of Mixue Bingcheng is more diversified and flexible, and it can adjust the strategy in time according to market changes to enhance the influence and competitiveness of the brand.

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!