MIXUE's brain-washing brought opportunities for image building

Do you love tea drinks? Actually, I am a big fan of tea drinks, fruit tea, milk tea... 

Recent years, I love tea drinks more, flavor is no longer the only reason as the products tend to be very similar, however, the promotions and the communication with the groundswell of diverse brands can be more likely to influence me.

When we talk about tea drinks, MIXUE won the most attention in 2021. The brand has over 20,000 stores in China and is always the first choice for young tea drink lovers because of the low price. MIXUE has left an brand image of "cheap" in the market, however, the popularity of the brand on social media was not as high as now. So, what happened to make MIXUE become an "online celebrity"?

On June 3rd, 2021, MIXUE post an MV on Bilibili, the catchy song suddenly got in our head and stayed there, with the tune of "Oh! Susanna" and one repeated sentence. In several days, diverse version of adapted versions for different languages, tunes, and styles were spread all over the platform. Finally, MIXUE participated in the adapting, made a MV in 20 languages, even including the voice of cats and create related topics and discussion on social media to interact with the groundswell. In the voice of "brand-washing" "low-cost" and "out of style" for the MV, MIXUE gained high popularity in the groundswell, and the song has been spread widely.

During the spread of the song, MIXUE post a video to explain the story behind the MV - Customers love MIXUE's lemon tea, that leads to a steady sales and MIXUE can keep purchase lemon from Sichuan, which causes the increasing fruit farmer income. The three snowmen represent MIXUE likes both partners and customer. And the partners include the employees and the famers. This video rebuilt a responsible brand image for MIXUE in the groundswell, the labels of MIXUE contain not only "cheap", but also "warm" and "positive".

Unluckily, in July, a flood happened in Henan, where the place MIXUE's head office located in. MIXUE donated over 22 million yuan in spite of facing the disaster. At the same time, the company took measures to protect the employees and donated water and milk. 

The action was approved by a large number of consumers, and related videos were posted on diverse platforms. MIXUE created a wave in the groundswell again, which firmed the image of "social responsibility" and won the trust of consumers. Most people would like to say "I am drinking MIXUE and wearing ERKE". (ERKE was another brand who donated a lot during the disaster although it was facing a financial crisis.)

Now we know what the brand did in these few months. So, how can MIXUE be so popular in the groundswell?

Here are the reasons:

Initially, the brain-washing song started the opportunity of the image building as it won a high attention rate on social media. It was wise of MIXUE to catch this opportunity and interactive with the groundswell to increase the influence. 

During the interactive, I would like to say MIXUE kept listening to the groundswell, through which MIXUE realized the well-known position and the label of "low cost" of the MV. Then, MIXUE chose to make some change on the base of the popularity of the song, telling brand story to improve the images, leaving a warm impression in the society.

And the disaster in Henan gave MIXUE a chance to be consistent with what was showed on social media. It was a time to prove the brand's responsibility. Knowing that they were noticed on social media, MIXUE continued posting donating and measures related information on social media and won approvals from the groundswell.

In summary, MIXUE got a deep insight of the groundswell, and know the importance of embracing the groundswell. As a result, when opportunity existed, MIXUE could catch it exactly.

What do you think is the main reason of MIXUE's high popularity? Tell me in the comment area.