From “Sprouting out of the Circle” to “Full of Profits”: Research on the Marketing Strategy of the Snow King IP of Mixue Ice Cream & Tea

在新消费浪潮的推动下，中国新式茶饮行业呈现爆发式增长，竞争愈发激烈。品牌IP作为一种新兴营销战略，成为茶饮品牌实现差异化竞争的关键。文章以蜜雪冰城推出的雪王IP为研究对象，深入探讨其从“萌出圈”到“利满仓”的营销策略。研究发现，雪王IP不仅通过“反差萌”形象建立了与消费群体的情感共鸣，依托多渠道内容传播进行破圈层的扩散，还借助跨界联动实现了商业价值的拓展。蜜雪冰城的成功经验启示其他茶饮品牌需将IP形象从单纯的品牌符号升级为用户的情感载体，构建一体化的营销体系，从而提升核心竞争力并实现可持续发展。Driven by the new wave of consumption, China’s new tea industry has shown explosive growth, and the competition has become more and more fierce. As an emerging marketing strategy, brand IP has become the key for tea brands to achieve differentiated competition. This article takes the Snow King IP launched by Mixue Ice Cream & Tea as the research object, and deeply discusses its marketing strategy from “sprouting out of the circle” to “full of profits”. The study found that Snow King IP not only established emotional resonance with consumer groups through the image of “contrasting cuteness”, relied on multi-channel content communication to break the circle of diffusion, but also realized the expansion of commercial value with the help of cross-border linkage. The successful experience of Snow King has inspired other tea brands to upgrade their IP image from a simple brand symbol to an emotional carrier for users, and build an integrated marketing system to enhance their core competitiveness and achieve sustainable development.