Very expensive coffee trend: Mixue 1-yuan ice cup pulled from stores

Mixue Bingcheng launched a 1-yuan Snow King Ice Cup nationwide, then stores in multiple locations pulled it the next day. Customers reported that the price charged did not match the promotion, the ice had melted to water by pickup, and staff were unfamiliar with product standards, while franchisees said margins were thin or negative.

The episode points to weak communication between brand and stores and flawed cost accounting. It also reflects pressure across the ice cup category, where plain cups sell for around 3 yuan and flavored versions can top 10 yuan, and where convenience stores, Hema and beverage brands keep adding new entrants and raising competitive tension.

In the scorching summer heat, ice cups have become a new favorite for cooling off. Mixue Bingcheng seized the moment to launch the 1-yuan "Snow King Ice Cup," intending to shake up the market with a low price, only to see it urgently pulled from stores in multiple locations the very next day. Consumers found that the actual price did not match the promotion, the ice cups had already melted into water by the time they got them, and staff knew nothing about the product standards, while franchisees complained of meager profits or even losses. Behind this seemingly lively marketing campaign, problems such as insufficient communication between the brand and its stores and imbalanced cost accounting have been exposed, also reflecting the operational concerns amid intensifying competition in the ice cup sector.

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This summer, if one were to pick the hottest cooling tool, the "ice cup" would be without a doubt the top choice.

An ice cup is simply a cup of ice cubes that can be eaten directly. After buying one from a convenience store or elsewhere, consumers can take it home and add soda, juice, or coffee to easily make a delightful refreshing drink.

Because it saves the hassle of making ice cubes at home, the ice cup quickly became a bestseller in convenience stores and supermarkets, and many brands sensed a business opportunity. In addition to chain convenience stores, Hema, Ele.me, Nongfu Spring, and others have also entered the ice cup market.

As competition intensified, the once-simple ice cup spawned flavors such as strawberry and lemon under brands' creative efforts, and some products even added green kumquat and orange slices, with prices rising accordingly. It is said that the current price of a plain ice cup is about 3 yuan, while other flavors are more expensive, with some even exceeding 10 yuan, prompting many netizens to complain.

So Mixue Bingcheng, which also had its sights on the ice cup market, launched the 1-yuan "Snow King Ice Cup" nationwide yesterday amid fans' calls.

According to the official poster, the Snow King Ice Cup uses the store's 600ml packaging cup, offering a generous portion at a low price, which made fans exclaim that "Mixue Bingcheng is cleaning up the ice cup market," and they rushed to place orders, wanting to buy several cups to take home and enjoy making their own drinks.

However, at offline stores, problems kept emerging: some employees had no idea the store had launched a new product and did not know the ice cup's production standards; some discovered after paying that the actual price did not match the promotion, with one cup actually costing 2 yuan; some had just placed an order when the store manager immediately delisted and stopped selling the ice cup; and some, when receiving the ice cup delivered via takeout, found the ice had completely melted into water...

For a time, consumers across the country posted about their experiences buying the ice cup, and complaints about the Snow King Ice Cup on the platform grew by the day, with voices rising one after another, such as "Snow King Ice Cup, if you don't want to sell it, don't promote it," "What happened to the promised 1-yuan Snow King Ice Cup?", "Snow King, why is my ice cup all water?", and "Mixue Bingcheng, you stabbed me in the back."

At a time when ice cups are all the rage, Mixue Bingcheng's launch of the ice cup both met market demand and successfully won consumers' favor with a low price. But according to employees, the official launch this time was not announced in advance, and it seemed there was also insufficient communication with franchisees, which led to the various problems at offline stores.

Franchisees did the math: the cost of the Snow King Ice Cup includes not only the visible packaging materials, but also the water and electricity consumption for making ice, time costs, and so on. After calculating it all, little profit was left for merchants per ice cup, and it might even require stores to lose money.

Moreover, once a store starts selling ice cups, the ice machine may be "unable to meet demand," which in turn affects the production of other drinks. In addition, many merchants also worry that with this new product, consumers will all buy ice cups and make their own drinks at home, thereby hurting the store's beverage sales and turnover.

Therefore, starting last night, many offline stores have delisted the Snow King Ice Cup from various platforms, while a small number of stores have reduced losses by raising the price of the ice cup.

In response to the situations reported by netizens in various places, Mixue Bingcheng customer service responded that the ice cup has just been launched, and the price and portion at many stores are still being adjusted. If customers encounter a situation that does not match what they purchased, they can provide feedback and file a complaint.

Image source: Internet

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The above content is compiled by CoffeeHunters, a coffee news website.