2 Snow Ice City （ Blackened ）

source ： The hedgehog commune （ID：ciweigongshe） author ： Shi Xin Shi can edit ： Shi can  

Honey snow ice city has been searched again .

2022 year 6 month 19 Japan ,# Dark Snow Ice City # The related topics ranked first on the microblog hot search list , There are also attached “ detonation ” word , This popular online brand has once again aroused widespread discussion . As of press time , The number of topic readings exceeds 5.1 Billion , The number of discussions reached 7.4 ten thousand , Every few minutes, netizens post real-time discussions on related topics .

Black Snow King   The picture is from the official account of snow city

“ Blackening ” It is often used to describe the character change of film and television characters , However , Honey snow ice city this time “ Blackening ” In the physical sense “ Blackening ”. Go through the takeout App, All the ice city stores of honey snow logo The image of the Snow King on the turned black , There are also Black Snow King figures in its offline stores , The name of Michelle ice city is attached to the name of the official social media “（ Blackened ）”.

This is another big marketing event .2021 In the summer , With the magic theme song, Michelle ice city became popular on the Internet , Become a domestic “ Top current ” One of the tea brands , A year later , The blackening of Snow King makes this brand top the microblog headlines again , It has attracted numerous heated discussions . Under the successful marketing plan again and again , Michelle ice city has gradually established its own brand image , It can be called one of the new tea brands in China “ King of marketing ”.

What kind of marketing is this ？ Why can Michelle ice city go out of the circle repeatedly by virtue of marketing ？ For the whole new tea industry , What enlightenment can the snow city bring ？

Snow King blackens , Honey Snow Ice City wins ？

Snow King's “ Blackening ”, It was discovered by the people .

2022 year 6 month 19 Japan , Many microbloggers posted that , Found on takeout software , The store of snow city logo Something is wrong , The avatar originally “ Pure white ” The brand image of Snow King has become black , and “ Blackening ” Very thorough ： Besides the ice cream Scepter held by Snow King , All the white on the snow king turned into black , It was so dark that I could hardly see my face .

These microblogs quickly aroused heated discussion , Many netizens also found that the honey snow ice city in their area was also synchronized “ Blackening ”, Take out software , Snow King “ black ” Become a piece of .

The picture of the ice city store on meituan take out Hedgehog commune mapping

Soon ,# Dark Snow Ice City # Quickly climb up the topic list ,19 Japan 11 Top the list at around , The news of the blackening of the snow city spread all over the microblog , There are four discussions at a time . Some netizens launched a survey on “ Blackening ” To speculate about the cause of , Some netizens joked that this is the night mode of snow city , Some people think it is because the weather is too hot to be tanned , More people who eat melons are “ Blackening ” Confuse , Enter the topic in the question , And then shocked “ Blackening ” Simple and crude .

The official microblog of snow ice city also came to an end quickly , Not only with “ Continuous high temperature ？ Snow King new skin ？” The two rhetorical questions are “ Blackening incident ” Earn enough suspense , They also started a quiz , It has aroused heated discussion among netizens .

meanwhile , More relevant content is being produced , Some netizens found that not only the online avatar of snow city “ Blackening ”, We also found the same blackened figure and classic Snow King at the door of its offline stores “ Strike violently ”. besides , Taobao store in snow city 、 Wechat official account and many official social media avatars have blackened , Even the Snow King surrounding water cup in the online flagship store of snow city has also launched a blackened version of the picture , Snow Ice City “ After dark ”.

The blackening incident of snow city is still in Tiktok 、 Continuous fermentation on platforms such as xiaohongshu . Search Tiktok for relevant content about snow city ,“ Blackening ” Become a hot discussion , user @Heize Publish content “ Snow King began to live again ”, It is also equipped with a dialogue between the user and Michelle ice city on the takeout software , One content likes more than 34.5 ten thousand , Comments reached 6.7 ten thousand .19 In the afternoon ,# Is the Snow King in the snow city tanned The topic also topped the list of Tiktok , The sound volume is further improved .

At the time of the whole network Carnival , The official finally answered “ Blackening ” Why ： Snow King went to the mulberry garden to pick mulberry and was tanned , stay “ Respond ” At the same time , It also announced the new mulberry fruit tea that is being launched in the store . The whole event became clear , This is a marketing campaign aimed at the new mulberry flavor products of snow city .

in fact , from 6 month 18 The day begins , Relevant stores of snow city have already appeared “ Blackening ” The phenomenon ,18 Sunday night , Some bloggers sent a document saying that they found that the snow city was blackened , The official microblog is even more active in throwing out topics to interact with netizens “ Guess why the snow king turned black ？” But the whole marketing event didn't really ferment until the next morning .

Interestingly , this “ Blackening ” The marketing event did not arouse the disgust of netizens , On the contrary, it has attracted many people to actively play with it ,“ Black thin ”“ Snow King becomes charcoal king ” And other interesting comments . Although there have been “ honest ” The customer service of the store said frankly that this is a marketing plan for new products , Netizens still accompany Michelle ice city to get this out “ Play ” The performance went on , Quite childlike .

Why is everyone so “ tolerance ”, Why can this marketing event break the circle ？

First , Honey snow ice city has been caught “ opportunity ”.“ mulberry ” Itself is 2022 Raw materials and tastes most concerned by new tea brands in , As early as spring , Many brands have released new products with mulberry flavor . And snow ice city will release new products in the summer , Combine the coolness of the new mulberry flavor with “ scorching summer sun ” binding .

and “ Blackening ” It is also related to the heat in summer , In the discussion of this marketing event , Many netizens mentioned the hot weather all over the country , Especially in the snow city “ Hometown ” Zhengzhou, Henan , Because of the highest 41 The high temperature of degrees Celsius has attracted much attention , Snow city explains blackening as “ Picking mulberry and tanning ”, Success has achieved a high degree of relevance to reality , Not only with the public's feelings about the high temperature , It also further enhances the interest of marketing .

For example, some store avatars do not “ Blackening ” The situation of , The official interpretation is “ Sun protection ”, Let the whole discussion “ lovely ” The concentration is greatly increased .

On the other hand , The high synchronization of the whole brand of Michelle ice city greatly improves the effect of the marketing event itself . It is different from many brands that regard marketing as a single link , Honey snow ice city “ Whole work ” It is the same height from top to bottom , Although most of its stores are franchised , But it can still set off a wave nationwide “ Blackening ” Trend . This blackening goes from online to offline , National consumers 、 Netizens are shocked by the scale effect , It is also further related to marketing “ deliberately ” Form a hedge , Make it more interesting .

Whether the timing is accurate or interesting , We can see the maturity of snow city in marketing , But study this carefully “ Blackening ” The success of the event , It is closely related to brand building and marketing strategy . that , Only belong to the snow city “ Marketing ”, How it was built ？

Snow Ice City , The God of marketing

With the arrival of the hot summer , Various new tea manufacturers have started to introduce new products , Marketing activities are also emerging in endlessly , Why can the snow city become “ The strongest ”？

For the first time, Michelle ice city made a network wide circle , Just a year ago .2021 In the summer , Michelle ice city uploads its brand theme song to B standing , Easy to learn melody matching “ You love me , I love you! , Honey snow ice city sweet honey ” The magic lyrics of , Quickly set off a wave in the platform “ Honey Snow Ice City fever ”.

Under the melody of brainwashing , Netizens further spread the theme song to the whole network platform , Many people have also carried out second innovation activities , Soon , In addition to the official Chinese English bilingual theme song of snow city , There are also local dialects and multilingual versions , From many “ dimension ” Impact the cognition of netizens , stay “ Earthy and simple ” Under the attack of the theme song , The whole network remembered that classic melody .

The phenomenon level breaking circle of the theme song of snow city , No doubt it is the whole 2021 One of the most successful marketing cases in , It has further promoted the rapid development of the snow city . And behind this song , I have to mention a marketing consulting company ： Hua and Hua .

The marketing road of snow city can go to today , Hua and Hua Gong are indispensable . As a well-known company in the marketing industry , Hua and Hua Yi every year 600 ten thousand 、 Since three years “ The most expensive marketing company ” Known for its , It is not only the consulting company of snow city , He is also the marketing consultant of xibeixiao noodle village, a well-known catering brand . Throughout the marketing cycle , Hua and Hua except “ your ”, Its “ Simple and direct + simple ” The way of marketing is more impressive .

1998 year , Michelle ice city was founded in Zhengzhou, Henan Province by its founder zhanghongchao , And in 2000 In, it was officially determined that “ Snow Ice City ” Brand name of . Started by selling ice cream , In the next ten years , Snow city relies on parity 、 Grounding gas and other characteristics as well as franchise mode , With the rise of the new tea industry , It has gradually grown into the most representative new tea brand in Henan ,2016 year , With the opening of Chengdu Branch , Honey snow ice city is also deployed nationwide , And actively expand the overseas market .

if 2018 Years ago, the snow city was still “ Silence makes a fortune ”, Then Hua and Hua's joining , Then the snow city really became “ Marketing experts ”. The first is the establishment of brand image ,2018 year , China and Huawei have designed a brand-new brand image “ Snow King ” And the new symbology . It is different from those with low recognition in the past “ love ”logo, Although the Snow King is simple, it has more characteristics ： A man holding an ice cream Scepter 、 A snowman with a crown .

But the determination of Snow King is not plain sailing .2021 year 6 month , Hua Shan, chairman of Hua and Hua, posted a microblog , It tells the birth process of Snow King , It is said that the earliest image of Snow King has met with great opposition from the inside of snow city , Think of this image “ too LOW”. This is the characteristic of Hua and Hua , Different from other marketing companies, they pay more attention to the sense of design 、 Fashion sense and other trend content , Hua and Hua emphasize simple and direct symbolic impact , Its marketing plan is also too “ simple ”.

Compared with other new tea brands, it is flat 、 Simple brand image , Snow King is no doubt not exquisite , Too cartoon 、 Childish image also lacks fashion sense , But that's exactly what happened “ simple ”, But with honey snow ice city “ Grounding gas ” It fits perfectly , At the same time, the distinctive design is also very conducive to the establishment and dissemination of the brand of snow city .

Just like its marketing strategy “ Super symbol is super creativity ” equally , Hua and Hua attach great importance to “ Symbol ” Importance , For them , So that everyone can understand 、 Remember , Than the so-called fashion 、 High end is much more important . With this strategy , The magic theme song of snow city was also created .2019 year , Hua and Hua submitted the theme song scheme to snow city , They put classic ballads 《Oh,Suanna》 Adapted , It retains a strong sense of rhythm 、 A simple and repeated melody , It is also equipped with what can be called “ Simple and crude ” The lyrics of .

Although it took nearly two years before the whole network really exploded , But behind it “ Symbolic logic ” There is still great persuasion ： In marketing , Whether the content is deep or not , The most important thing is to let consumers remember the brand through simple symbols .

stay 2021 year 6 On that microblog in June , Huashan also expressed her confidence in her marketing strategy ：“ I said this , Is to remind those bosses who have rejected my plan , You don't know what you missed . You say I LOW, I do not know! LOW It's your own brain .”

Michelle ice city has also faithfully followed this marketing strategy , Besides the theme song of brainwashing and MV Outside , Honey snow ice city is still “ Snow King ” The image of the spread of hard work , Not only vigorously promote peripheral products , They often use Snow King figures offline “ Whole work ”, This time “ Blackening ” Marketing is the embodiment of this almost cute “ Rough ” And grounding gas . In the hearts of netizens , The image of Snow King has gradually taken root in the hearts of the people , It shows “ character ”、 What we have done has deepened the brand story , Combined with the brand's own parity strategy and public welfare trend , Continue to deepen the goodwill of consumers .

therefore , You can see the netizens' surprise about the snow city “ tolerance ”.

Whether it's a food safety incident , Or a marketing event similar to blackening , It is difficult for the audience to dislike it . It's all related to the snow city “ Daily accumulation ” Is closely related to the , In the snow city and Snow King “ Brush presence ” under , A simple brand event can form a huge amount of discussion , And achieve better results .

Hard power competition behind marketing events

By contrast , Xi tea has also darkened . Together with Fujiwara, the cultural leader of street trend, it launched “ black TEA” Limited Planning , packing bag 、 All plastic cups are black . This cup is a cool trend .

The joint names actually point to “ Cool BlackBerry mulberry ” and “ Cool blackberries ” Seasonal products . On social media platforms , It has aroused a kind of popularity among young people , among ,“ Cool BlackBerry mulberry ” More than one month after the listing, the sales exceeded 330 Ten thousand cups . The surrounding gifts are regarded as street youth culture of tea loving fans , From this, we can see that Xi Cha wants to be more deeply involved in people's lives , Become a way of life , Not simple consumer goods .

But in fact , Xicha relies on joint marketing , Have come out of their own tricks . from 2017 Statistics began in 2000 , It is close to 80 individual IP（ brand ） Have worked with . This is a form of CO branding marketing .

Most of the co names of Xi Cha will be accepted by users , Only with Durex 2019 year 4 month 19 On the linkage of , The text content with strong sexual implication overturns . This caused public opinion to dig deep into the joint marketing copy of Xi tea and other brands , There is also something indecent , such as ,“ Get into that secret corner tonight ”.

Some marketing is proactive , Some are passive . The user behavior of taking the high-speed railway from Changsha, Hunan Province to send a cup of tea Yan Yue se milk tea to Shanghai , It once became the social news that the new tea drinkers enjoyed talking about , Because it is no longer a simple consumer behavior , It contains people's obsession and exaggeration about an item . This is seen as a means of hunger marketing .

Behind the exaggeration is the product of fan culture , Compared with other new tea companies, the marketing of tea Yan Yue se , There is indeed another way to see .

It emphasizes Chinese culture marketing . From the company's Philosophy 、 Purpose 、 sense of worth 、 Brand personality and other aspects are rich in Chinese cultural characteristics .

Because the stores with pleasant tea color have been focusing on Changsha for a long time , Users' over passionate consumption behavior , This has led to a discussion on social media accusing it of promoting hunger marketing .6 month 15 Japan , Cha Yan Yuese announced that two stores will be opened in Nanjing, an important town in Jiangsu and Zhejiang regions , Cause heated discussion in the consumption circle .

New tea brands will also cooperate with each other . Tea Yan Yue Se and Xi Cha were jointly launched “ Tea loving version ” and “ Tea Yan Yue SE version ” Joint gift box , The gift box contains glasses 、 Key buckle 、 Broochs and other objects . This creates a cooperative relationship 、 The image of making the market cake bigger , Not a brutal competitive relationship .

Under the seemingly calm water , It's a competitive relationship , This does not change at all . New tea brands are seeking rapid growth in the competition , They are good at using new media to build brand image , At the same time, it relies on the standardized supply chain and production system , Create a large-scale effect .

Tea Yan Yuese, an offline store The picture comes from the official website of tea Yan Yuese

After companies like snow city enter the first online national fast lane , Marketing events for it , It is an important means to maintain a sense of existence and continue to activate user needs . We can also see from the marketing event of snow city , It is very seasonal .

Mulberry in every year 4~6 Harvest when the fruit is ripe , Ripe mulberry fruit is oily , Sour and sweet and tasty , It's big and thick . Honey snow ice city is based on its mulberry fruit tea , Use explosive thinking , Push new products . The way to open the market in the early days of Xi tea was to make explosive products , Let consumers quickly form memory points , Open up popularity , Then enrich the product line , Consolidate your brand reputation , Thus rolling expansion .

Seasonal consumption is crucial for tea companies , New speed 、 Product ability 、 The supply chain capability tests the comprehensive ability of the tea company . Marketing events are the external expression of these abilities .