从一支冰淇淋、一杯冰鲜柠檬水，到火遍全网的主题曲、动画、文创、主题飞机等多元布局，蜜雪 冰城不断拓展品牌边界。如今，随着"雪王室内乐园"项目的稳步推进，消费者的消费体验也将从喝一杯 蜜雪，升级为沉浸式畅游"雪王世界"。 记者昨日获悉，蜜雪冰城全国首家"雪王室内乐园"项目选址郑州，目前各项工作正在稳步推进中。 据了解，乐园以"雪王"IP为核心，打造充满甜蜜与奇幻的"雪王"世界。规划多个室内主题体验区， 深度融合蜜雪冰城全球总部、全球旗舰店与主题乐园三大场景，打造"游玩+购物+体验"三位一体的体 验体系。 作为蜜雪冰城的终身代言人，"雪王"IP早已深入人心。2018年，"雪王"以头戴王冠、身披红披风、 手持冰淇淋权杖的雪人形象亮相。此后，蜜雪冰城主题曲刷屏全网，《雪王驾到》《雪王之奇幻沙州》 等内容持续出圈，"雪王"IP线上热度与线下影响力不断提升。 ...

Core Viewpoint - The collaboration between Mixue Ice City and jewelry brand Zhou Dasheng, featuring the virtual character Xue Wang, has exceeded expectations, showcasing the potential of brand virtual images in cross-industry partnerships [1][18]. Brand Virtual Image Development - Mixue Ice City has successfully transformed its virtual character Xue Wang into a cross-industry IP, leveraging long-term marketing strategies and a relatable persona, unlike many other brands that have struggled to maintain their virtual images [3][10]. - The rise of virtual brand images began around 2021, with various brands exploring this concept, but many failed to sustain interest due to a lack of innovation and emotional connection with consumers [6][9]. Successful Examples and Strategies - Successful virtual characters like Xue Wang and Duolingo's Duo have demonstrated the importance of relatability, humor, and emotional engagement in building a strong brand presence [10][12]. - Xue Wang's character has been developed through various marketing strategies, including viral videos and interactive content, which have helped establish a strong connection with the audience [11][16]. Cross-Industry Collaboration - The recent collaboration between Xue Wang and Zhou Dasheng has resulted in popular products like pendants and charms, indicating the effectiveness of virtual characters in expanding brand reach and appeal [18][21]. - Other brands, such as Peace Elite with its digital spokesperson Jili, have also successfully utilized virtual characters for cross-industry marketing, demonstrating the versatility and potential of this approach [18][19]. Long-term Brand Strategy - Building a successful virtual character requires a long-term commitment to character development and audience engagement, as seen with Mixue Ice City's ongoing efforts with Xue Wang since 2018 [16][21]. - The success of virtual images is closely tied to the brand's overall identity and market understanding, emphasizing the need for a well-thought-out marketing strategy [21].