What can the china coffee market learn from Mixue's floral merch?

Mixue Ice Cream & Tea has launched a Northeast floral cotton-padded jacket fridge magnet series and crispy fries merchandise for winter. The magnet line has four designs themed on floral jackets, bath towels, washbasins, and cotton quilts, and customers receive them randomly with drink purchases.

Unlike last year's nationwide campaign, participation this year is limited to certain regions, which drew complaints from southern consumers, and merchandise shortages affected some orders. The episode is being tracked across the china coffee industry as a case study in how regional exclusivity and limited stock shape promotional results in the china coffee market.

In the cold winter season, Mixue Bingcheng once again became the center of attention with its "Northeast Big Floral" elements. The brand launched a floral cotton-padded jacket fridge magnet series and crispy fries merchandise, attracting consumers with rich Northeast style. However, unlike last year's nationwide campaign, this year only certain regions can participate, causing dissatisfaction among southern consumers. At the same time, merchandise shortages also affected some customers' experience. This article reviews the details of Mixue Bingcheng's marketing campaign, the cultural background of Northeast Big Floral, and the current situation and hidden concerns of merchandise promotions in the new tea beverage industry.

As the cold winter approaches, amid the ice and snow, it seems only the colorful "Northeast Big Floral" can match the scene, bringing both a touch of everyday warmth and a strong sense of coziness. As a brand known for being affordable in the new tea beverage sector, Mixue Bingcheng has once again ridden the momentum of "Northeast Big Floral" to become a focal point of attention.

Recently, Mixue Bingcheng's official account announced the launch of "floral cotton-padded jacket" merchandise. After purchasing drinks, consumers could randomly receive floral cotton-padded jacket fridge magnet series and crispy fries. In the teaser posters, the rich winter style of the Northeast leaps off the page. This fridge magnet series has four designs, themed around floral cotton-padded jackets, floral bath towels, floral washbasins, and floral cotton quilts, making many netizens say they want to place orders immediately and embrace this warmth from "Northeast Big Floral."

As is well known, the Northeast big floral cotton-padded jacket is a traditional garment, mainly popular in northern China. It is brightly colored, usually with red and green as the main tones, and very eye-catching.

Over the past decades, it has been almost an indispensable warm garment for northern women and children through the cold winter. In recent years, whether on social media or in Northeast winter tourism, many internet celebrities, offline restaurants, and scenic spots have given the traditional Northeast floral jacket new twists, lending it a unique charm.

The most sensational example was several years ago when actress Zhang Xinyu appeared on the Cannes red carpet in a "Northeast floral cotton-padded jacket." At the time, some commented that the Northeast floral cotton-padded jacket had already stepped onto the international stage and gone global.

This is not the first time Mixue Bingcheng has carried out "big floral cotton-padded jacket marketing" in winter. As early as last November, a video of Snow King wearing a floral cotton-padded jacket and doing the yangge dance went viral online. In the video, Snow King, dressed in an oversized Northeast-style big floral jacket, wrapped in a red scarf, and holding a bright pink fan, happily performed the yangge dance in the ice and snow, and the joy could be felt through the screen. It is said that the video's views on social media have exceeded 60 million.

While releasing the video of the big floral Snow King doing the yangge dance and generating a traffic frenzy, last winter Snow King also launched a supporting merchandise campaign — consumers could get a free "floral cotton-padded jacket" cup sleeve with any drink purchase, prompting netizens to say, "Even milk tea is dressed warmer than me," and attracting many consumers to try and place orders.

This winter, Snow King, well versed in consumer psychology, returned again in a Northeast big floral jacket. However, unlike last year when stores nationwide generally participated, the scope of this campaign has been reduced, limited only to Heilongjiang, Jilin, Liaoning, Beijing, Tianjin, and Hebei, making southern friends say they felt shortchanged, and some even wanted to treat northern netizens to free milk tea to help collect the merchandise.

However, even in the three Northeast provinces, some consumers reported that the floral cotton-padded jacket merchandise series was not easy to collect completely. A Shenyang netizen said that from the moment they saw the collaboration news, they had been thinking about it. When the event day finally arrived, they excitedly went to get the big floral jacket fridge magnet, only to find that three nearby stores were all out of stock. After ordering a drink, they could only envy other people's merchandise online.

In recent years, buying drinks and getting merchandise has become a common promotional method in the new tea beverage industry. Many merchandise enthusiasts will place orders for campaign cup sleeves, fridge magnets, canvas bags, and other items, thereby driving drink sales. But at the same time, consumer complaints about merchandise shortages and items not matching the advertisements are also common. While brands value marketing, they should also pay attention to the distribution of materials, so that the campaign's effectiveness is not greatly reduced and consumers do not question the brand's operational capabilities.

Image source: Internet

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