新茶饮赛道的狂奔者：浅论蜜雪冰城营销战略
The Runner of the New Tea Drink Track: A Brief Discussion on the Marketing Strategy of Michelle City

近年来，新消费理念不断出新，新式茶饮产品倍受人们欢迎，随之越来越多的创业者和投资人也将目光投入到茶饮业，期望分一块蛋糕，现新式茶饮市场占比逐渐逼近饱和状态，竞争已然进入白热化阶段。然其蜜雪冰城的扩店速度却越来越快，成为国内最先突破万店的茶饮品牌，面对持续增长的困境，蜜雪冰城是如何在维持现状的情况下还不断向前发展的，文章试图从其营销战略出发研究其思维策略，阐释蜜雪冰城的营销方式并对之进行分析，以期为其他餐饮品牌的营销提供新的思路。
In recent years, new consumption concepts have emerged continuously, and new tea beverage products have become increasingly popular. As a result, more and more entrepreneurs and investors have turned their attention to the tea beverage industry, hoping to share a cake. The market share of new tea beverages is gradually approaching saturation, and competition has entered a white hot stage. However, the expansion speed of its Honey Snow Ice City is getting faster and faster, becoming the first tea beverage brand in China to break through 10000 stores. Faced with the di-lemma of continuous growth, how does Honey Snow Ice City continue to develop while maintaining its current situation? This article attempts to study its thinking strategy from its marketing strategy, explain its marketing methods, and analyze them, in order to provide new ideas for the marketing of other catering brands.