Analysis of Mixue Bingcheng’s marketing plan!

Some time ago, the popularity of Mixue Bingcheng caused widespread discussion among people, and a theme song of Mixue Bingcheng was widely circulated online and offline. What kind of marketing or operational "routines" are contained in this?

"You love me, I love you, Mixue Ice City is sweet."

“I love you, you love me, Mixue ice cream and tea.”

Recently, the theme song of Mixue Bingcheng has become all the rage on the Internet. You can enjoy music brainwashing around the clock without having to go to any Mixue Bingcheng store. Open your phone, and you will see related content on Douyin, Bilibili, and official accounts. Even when shopping or working, you can hear people around you willing to act as free human players, singing wherever they go. In such an atmosphere, you slowly find yourself humming this song unconsciously.

Such a hot scene is the dream result of many operations and marketers. So as a marketing and operations practitioner, how can you not analyze it? Because marketing and operations have routines. If you want to learn more marketing and operations routines, please study the book "Winning with Fine-grained Operations".

1. What is viral marketing?

Viral marketing is to use the enthusiasm and interpersonal networks of users to spread and diffuse marketing information like a virus. Marketing information is quickly copied and transmitted to tens of thousands or millions of users. It can penetrate into the human brain like a virus, quickly replicate and spread, and transmit information to more audiences in a short period of time.

Viral formula

The above figure is the formula for virus transmission. The data reasoning will not be explained in this article. Interested readers can make their own inferences, but everyone must understand the meaning of this formula. The most critical indicator is the K value.

1. When K>1, there is the possibility of explosive spread (exponential growth);
2. When K<1, there is no possibility of explosive propagation (convergent growth).

Let's use an example to explain what K value is.

On a certain day, there were 10,000 new users, and 5,000 of these new users shared and recommended their products to their friends. The recommendations of these 5,000 users brought in 13,000 new users. The K value is equal to 1.3 (13000/10000), which means that each user can bring 1.3 new users.

To increase the number of new users, we need to start from two directions. The first is to increase the proportion of participating users. The user participation rate in the above case is 0.5 (5000/10000). The second is to increase the number of users brought by each participating user. In the above case, each participating user brings 2.6 users (13000/5000). However, this value cannot be controlled by operators, but it is related to the popularity of the entire event and the base of participating users.

In actual applications, we found that in the same marketing event, the K value is not constant, but increases with the expansion of the base of participating users. For example, the K value when 1 million people participate is significantly greater than the K value when 10,000 people participate. From this data analysis we can conclude that the base for generating viral marketing is that the user base affected must be large enough.

The most fundamental basis for the viral spread of Mixue Bingcheng is its large user base, as shown in the figure below:

In fact, a year ago, Mixue Bingcheng started playing the theme song in a loop in more than 10,000 offline stores, subtly implanting the information into the brains of thousands of users. Therefore, it already has a large number of potential users for dissemination, which also indicates that its dissemination K value is far greater than 1.

If we don’t have such a large offline store and such a long time, how can we acquire such a large user base? There are two ways to solve this problem. The first is to spend money, spend money, and spend money like crazy to quickly acquire users through a high-profile approach. The second is luck, luck, luck. Luck is also part of strength. Just do your best and leave the rest to fate.

The above content is the core logic of viral communication (marketing).

II. Concept Introduction - Three Elements of "Tipping Point"

As shown in the figure below, the three elements of the tipping point are introduced:

In the following content, we use the three elements of "Tipping Point" to explain how to plan an explosive marketing plan .

1. Adhesion Law - Marketing content that is suitable for the brand tone and has a strong recognition

The adhesion factor mainly refers to the value of the information itself. If the information being disseminated has nothing to do with the audience or cannot bring value to the audience, then no matter how charming the disseminator is, it will be difficult to cause a trend.

Shen Hesheng, a famous marketing scholar, once said: Page’s popularity tells us that in an era where content is king, valuable content is currently the most effective way to promote products. This value can be practical value or spiritual value. Provide users with valuable content, and then use this valuable content to establish connections with users. After that, promoting products to them becomes a natural and logical thing.

In other words, only when it can arouse users' desire to read or listen can it arouse users' desire to forward and spread.

Different brands use different marketing content:

• High-end brands should have a sense of sadness and compassion;
• Mid-range brands should be gentle, allowing the middle class to reconcile with the world;
• Low-end brands need to be joyful, so that the masses can enjoy them without thinking;
• Entry-level brands must be cool and angry enough to defy everything and everyone.

Obviously, Mixue Bingcheng is a low-end brand, so it needs to be joyful.

1) The soundtrack has a wide audience, a large user base, and is easy to understand

The soundtrack of Mixue Bingcheng was adapted from an American folk song from 1847, "Oh! Susanna", also known as "Oh! "Susanna" is a well-known song that many people have heard. In fact, it is a song in elementary school music class. As long as people have been to school, this song has remained in their subconscious, so when you hear it, it feels very familiar.

The background music of the “Bang Bang” song in the “Homework Help” advertisement is Mozart’s Serenade in G major for strings. Let’s try to sing it out: “Bang~Bang Bang~Homework help for online classes! Bang~Bang Bang~Someone will help you get good grades.”

2) The copywriting is easy to understand, simple and clear, repetitive brainwashing, ghostly and demonic, etc.

The slogan of Mixue Ice City is “ You love me, I love you, Mixue Ice Cream and Tea ”, and the English slogan is “I love you, you love me, Mixue ice cream and tea”.

The message of Melatonin is “I will not accept any gifts this year, and the only gift I will accept is Melatonin.”

3) Brand logo or image, easy to understand, simple and clear, borrowed and modified

The cartoon image of Mixue Ice City is an ice cream version of the Statue of Liberty. It has a large user base and is still simple and easy to understand.

4) Repeated brainwashing, evil and demonic

Master Ye Maozhong has a lot of experience in the magical advertisements of BOSS Direct Recruitment and Platinum Travel Photography. Students who are interested can read the "Conflict" theory. At the same time, users need to be given a highly recognizable symbol, which is Hua & Hua’s “Symbol” theory (Yang Guofu Malatang, etc.).

2. Key Person Rule - Find the key person or platform that can expand the spread, and use resources and luck to increase the spread base

For a message to become popular, it must be spread through the sociability, energy, enthusiasm and charm of certain special people: connectors, insiders and salesmen. Simply put, the most efficient way to spread information is to let users spread it spontaneously. With the rapid development of online marketing, these three identities can be combined into one.

The key communication node of Mixue Bingcheng should be investing a part of funds in promotion, but it should not be a way of throwing money around. After the incident became popular, various internet celebrities, KOLs, and media became amplifiers of Mixue Bingcheng in order to take advantage of the popularity, pushing the incident to a climax.

The "2027 Javier Time Travel" incident is actually a hot topic on TikTok abroad. Its popularity in China was caused by the explanation and reposting of the blogger "Nana's Longmenzhen". He was the key figure in making this event popular in the country, and as a result he gained millions of fans overnight.

3. The Law of the Power of Environment - When the wind blows, even pigs can fly. You must be good at taking advantage of the advantages and disadvantages of the environment. Current events also have their own advantages and disadvantages.

People are more sensitive to their surroundings than they let on. We need to understand the importance of the environment and understand that those specific, relatively small factors in the environment may become the trigger points for people's behavior.

Popular things, ideas, behaviors, etc. are not necessarily new. Some may have appeared or been popular before, but have become popular again in a new period of time. In such a phenomenon, the environment plays an absolutely crucial role. This is particularly evident in the fashion industry, where we often hear the phrase: fashion is a cycle. Today’s popular elements can always be found in old photos of our mothers’ generation; beautiful things will always continue.

Let’s take a look at the Baidu Index of the Mixue Bingcheng incident. It became popular in June. Why June? Because a large proportion of Mixue Bingcheng's users are students, June is right around the corner from summer vacation. At the same time, sales of beverages such as milk tea are slightly better in summer than in winter, as June is when the weather starts to get warmer. This is the power of the environment. As Lei Jun said, "When the wind comes, even pigs can fly."

As the Mixue Bingcheng incident continued to develop, the entire network environment was also quietly changing. For example, many internet celebrities danced in the Mixue Bingcheng store, and some people tried to see if dancing and singing could really make money. Cartoon characters were also DIYed by netizens, and amazing comments such as "You don't mind that I'm poor, and I don't mind that you're LOW" also appeared one after another.

Author: Bai Gaoliang

Source: White Sorghum