Core Viewpoint - The first "Snow King Indoor Paradise" project of Mixue Ice City is located in Zhengzhou, with various aspects of the project progressing steadily [1] Group 1: Project Overview - The indoor paradise is centered around the "Snow King" IP, creating a sweet and fantastical "Snow King" world [1] - The project includes multiple themed experience zones that integrate the global headquarters, flagship store, and theme park, forming a "play + shopping + experience" tripartite system [1] Group 2: Brand Development - The "Snow King" IP has become deeply ingrained in consumer consciousness since its debut in 2018, characterized by a snowman figure wearing a crown, red cape, and holding an ice cream scepter [1] - The popularity of the "Snow King" theme song and related content has significantly increased both online and offline influence, enhancing brand recognition [1] Group 3: Consumer Experience - The project aims to elevate consumer experiences from simply enjoying a drink to immersively exploring the "Snow King World" [1]

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].