More than ten years ago, Mi Xue Ice City did something of far-reaching significance for later development: self-built supply chain. The core problem behind the closure of many franchisees in the past two decades is the supply chain. The catering enterprises that laid a solid foundation in the supply chain in advance became the final winners.
Solved the supply of goods and logistics. Many of the raw materials of the Honey Snow Ice City are made in Japan, in order to better control the timeliness and cost. In 20 14, Mixue Ice City built a warehousing and logistics center in wen county, Jiaozuo, Henan Province, and the national logistics implemented a free freight policy.
So far, Mixue Ice City has completed all-round construction including brand, products, supply chain, logistics and franchise system. After everything was ready, the national investment promotion was started. By June 22, 2020, the number of stores in Mixue Ice City has exceeded 10000, and it has truly become a national tea brand that has entered thousands of households.
Marketing strategy of sinking market;
The population size of low-tier cities, counties and towns in China has exceeded 600 million, and mobile network users account for more than half of the total number of netizens in China. With the continuous improvement of its living consumption level, its demand for consumption upgrading has become increasingly prominent, becoming the backbone of a new round of consumption upgrading.
"Sinking" has become an important source for major enterprises to gain traffic increment and seek new market opportunities. Leading enterprises, represented by Internet giants, have laid out different strategies to meet the needs of different levels in the sinking market.
The sinking market has broad prospects and a huge long-tail customer base. Commercial banks should also seize this opportunity of blue ocean development and actively use digital means to provide customers with financial and non-financial products and services that meet their own needs in the sinking market.