Core Viewpoint - The article discusses the marketing success and public perception of the brand Mixue Ice City, highlighting its ability to leverage social media trends and consumer engagement while facing ongoing food safety issues [5][10][21]. Group 1: Marketing and Brand Image - Mixue Ice City has successfully integrated its brand image with the "Snow King" IP, which has become a cultural symbol beyond just beverages, emphasizing the importance of brand influence [12][14]. - The brand's social media strategy focuses on making the Snow King character relatable and engaging, resulting in high interaction rates on platforms like Xiaohongshu, where posts related to the Snow King receive significantly more engagement than those related to the brand itself [14][15]. - Mixue Ice City capitalizes on trending topics and user-generated content, such as the "first cup of milk tea in autumn" campaign, which led to a significant sales boost for new products [17][19]. Group 2: Food Safety Concerns - Despite its marketing success, Mixue Ice City faces serious food safety challenges, with a high volume of complaints reported on platforms like Black Cat Complaints, indicating operational difficulties and safety pressures that exceed those of competitors [22][27]. - The brand has experienced multiple food safety incidents in 2023, yet its conservative response strategy has not significantly damaged its overall public image, as many consumers continue to support the brand [21][23]. - The perception of Mixue Ice City as a low-cost option has led to a degree of consumer leniency regarding its food safety issues, but this tolerance may be waning as more incidents occur [26][39]. Group 3: Business Strategy and Expansion - As of December 31, 2024, Mixue Ice City has expanded to 46,479 stores globally, surpassing Starbucks, but faces challenges in maintaining quality control across its vast franchise network [29][35]. - The company has announced a strategic slowdown in new store openings to focus on improving existing store operations and ensuring standardized practices to mitigate food safety risks [35][37]. - The brand's identity is closely tied to its low-price strategy, which has been a double-edged sword; while it attracts a large customer base, it also limits the brand's ability to innovate and upgrade its product offerings [38][39].