Brand Marketing Strategy Analysis of the Tea Beverage Industry Taking Mixue Ice Cream & Tea as an Example

Under the new consumer era, the traditional marketing strategy of product communication is gradually weakening, and the importance of product branding is becoming increasingly prominent, becoming an essential part of the competitiveness of enterprises. The majority of tea beverage brands make brands deeply remembered by consumers to get a place in the fierce competition in the market. This paper takes Mixue Ice Cream & Tea (also named Mixue) as an example and elucidates the brand optimization strategies from perspectives such as brand IP image design, festival marketing, and music marketing combined with new media. The study provides inspiration and references for tea products.