During the Spring Festival in 2024, Mr. Milk Tea will usher in a big explosion of customer flow, with the sales of a number of popular products being hot, and the sales volume of stores nationwide will increase by 43% year-on-year9%。At the same time, Mr. Milk Tea opened more than 400 stores during the Spring Festival, and the turnover of many franchised stores during the Spring Festival holiday increased by more than 300% year-on-year.
Mr. Milk Tea's record is closely related to his layout during the Spring Festival. For a long time, the Spring Festival has been a battleground for consumer brand marketing. Especially in the tea industry, banquets, tourism, movies and other scenes during the Spring Festival are bound to set off a wave of tea consumption. At this critical juncture, Mr. Milk Tea, the leading brand of tea beverage track in Central China, has strengthened the planning and layout of the sinking market through precise attacks, and has occupied a favorable position in the Spring Festival marketing war.
Rooted in the needs of users, Mr. Milk Tea started the first battle of Spring Festival marketing with a new brand positioning slogan "Milk is good, milk is good, it tastes so good" and a communication strategy covering the whole consumption scene. In offline channels alone, Mr. Milk Tea covers multiple scenes such as high-speed rail stations, buses, core business districts, cinemas, and streets. For example, at the high-speed rail station, Mr. Milk Tea gave 3,000 cups of free hot milk tea to his hometown, including returnees from key cities such as Shenzhen, Shanghai, Hefei, Wuhan, and Nanjing, so that they could feel the warmth from their hometowns.
This time, Mr. Milk Tea has completely subverted the New Year marketing channels, realized multi-channel screen domination and drainage, and brought consumers a super New Year's atmosphere experience. Mr. Milk Tea's bus advertisements cover 17 stations in potential energy areas, including business districts, transportation hubs and other areas with a large volume, with more than 6,750,000 times; 120 taxi advertisements flow in the whole city of potential energy for 30 days, with an average of 10,000 times a day, achieving all-round and multi-channel.
At the same time, a large number of excellent films such as "Hot and Hot", "Flying Life 2", "Bear Infested: Reversing Time and Space", and "Article 20" landed on the Spring Festival file. As the main venue for Spring Festival entertainment in the sinking market, the theater is the main marketing position for Mr. Milk Tea to build brand momentum. On the basis of expanding the volume of communication, Mr. Milk Tea dominated 1,800 theaters through 8 major theaters in 6 major cities to complete an accurate dialogue with target consumers. The ** advertisement of only 15 seconds not only highlights the brand positioning of Mr. Milk Tea as "milk expert for milk tea", constantly strengthens the brand slogan of "milk is good, milk is good, it tastes so good", and shows the health attributes of the brand "0 non-dairy creamer, 0 hydrogenated vegetable oil, 0 trans fatty acids", which is strong and eye-catching, and stands out.
Not only that, Mr. Milk Tea also has insight into the fact that "sending red envelopes" is a high-frequency action during the Spring Festival, which can bring new marketing scenarios to the brand. To this end, Mr. Milk Tea customized an exclusive WeChat red envelope cover limited to the Year of the Dragon, which not only enhances the user's sense of belonging, but also enhances the brand communication value. The overall elements of Mr. Milk Tea's red envelope cover are closely related to the brand characteristics and the brand is highly recognizable. The main visual of the red packet cover is a dragon image composed of ripples and irregular graphics, and a beam of light in the upper left corner lights the dragon with golden light, concealing the meaning of lighting up the Year of the Dragon.
Mr. Milk Tea not only attracted the attention of the target group with the help of multi-dimensional advertising layout, but also won the praise and favor of many consumers with its new and upgraded products. Keen on the potential demand for the health of tea drinks, Mr. Milk Tea has built a product label with "good milk" as the core in an all-round way, selected high-quality milk from all over the world as the core raw material, and achieved "0 non-dairy creamer, 0 trans fatty acids, and 0 hydrogenated vegetable oil", providing consumers with healthier and better quality products.
On the occasion of the Chinese New Year, Mr. Milk Tea seized the cultural hotspot of the "Year of the Dragon" and used the product to have an in-depth dialogue with consumers. Combined with the meaning of good luck in the Year of the Dragon, Mr. Milk Tea launched the "Good Luck Long Dragon Scratch Card" to stimulate users' interactive consumption with surprise red envelopes, which effectively drove the growth of brand store traffic. At the same time, Mr. Milk Tea also customized the "Spring Festival Stickers for the Year of the Dragon" through the consumption of the brand, using the form of "Little Spring Festival Couplets" to allow users to please a good fortune in the Year of the Dragon, and quickly shorten the distance between the brand and users.
Due to the reunion of relatives and friends during the Chinese New Year, consumers often choose to place orders for multiple cups. Therefore, Mr. Milk Tea has increased the portfolio matrix of multiple products, and the pricing is fair so that consumers can get the maximum discount. At the same time, catering to the Year of the Dragon and consumption customs, Mr. Milk Tea also launched the "Year of the Dragon auspicious"**family portrait** and "put the hu"** to meet the needs of major consumer groups.
From advertising covering the whole consumption scene to increasing the form of product portfolio, to innovating the peripheral benefits of products, Mr. Milk Tea uses a three-dimensional marketing matrix to let the industry see the strength and wisdom of this ace player in Central China, and at the same time, it also allows the market and consumers to open up a new understanding of Mr. Milk Tea.