In the past month, when it comes to Michelle Ice City, has the lyrics of "You love me, I love you, Michelle Ice City sweet" appear in your mind?

  In just 13 words, with Michelle’s "Snow King" emoticon pack, in the first half of 2021, the most popular stalk in the marketing world was born.

Behind the Michelle Bing City’s brainwashing divine comedy, a marketing consulting company called "Hua Yu Hua" is inseparable. Nan brothers.

  "Tired, sleepy, drink Dongpeng special drink", "Little Sunflower Mom's class starts", "Old people should wear old-age shoes, professional old-age shoes, look for foot health", etc., are all from China and China.

The brand symbol created by Hua and Huawei Michelle Ice City does not require too complicated creativity and advertising slogans. "13 characters + Snow King" can make consumers remember Michelle Ice City.

Little sunflower, foot health...

All have promotion ideas from China and China

  Mr. Xiang, the person in charge of Chongqing Pincui Advertising and Media Company, said in an interview with Red Star Capital Bureau: "The most critical factor for the popularity and success of the Michelle Ice City theme song is the speed of derivative content production, so that the public can focus on the theme. The content of the song rolls the snowball up quickly.” Indeed, with only 13 words of lyrics and a simple image of the Snow King, these brief contents can enable the UP masters in the ghost animal area of ​​station B to quickly make a second creation on this basis. And spread it to create an overwhelming spread effect.

  Behind Michelle Ice City’s brainwashing divine comedy, China and China Shanghai Marketing Planning Company (hereinafter referred to as "China and China") is inseparable.

It is the two brothers Hua Shan and Hua Nan who are known as "China's most expensive marketing bosses" who deal with Hua and Hua.

  You may have never heard of Hua Yuhua, or the names of Hua Shan and Hua Nan, but you must have heard these familiar advertisements-"Tired, sleepy, drink Dongpeng special drink" "Little sunflower mother" Class starts." "The elderly should wear elderly shoes, professional elderly shoes, look for foot fitness."

  In fact, in addition to Michelle Bing City, Haidilao, Thompson, Xibei Shino Noodles, Chenguang Stationery, Hanting Hotel, Qiaqia Seed, New Oriental, Juewei Duck Neck... these familiar brands cover consumers' clothing, food, shelter, and transportation. All have promotion ideas from China and China.

  The Tianyancha APP shows that Huayu Hua was established in 2004 and mainly engaged in corporate image planning, marketing planning and other businesses.

Hua Shan is the actual controller of Hua Yu Hua and holds 53% of the company's shares. Hua Shan's younger brother, Hua Nan, holds 47% of the shares.

  Hua Shan and Hua Nan were born in a middle school teacher's family in Daozhen County, Zunyi City, Guizhou Province. In 2002, Hua Shan pulled his younger brother Hua Nan and founded Hua Yu Hua. Two years later, Hua Yu Hua moved from Guangzhou to Shanghai.

Hua Shan once reposted a picture on Weibo, in which the personal introduction of Hua Shan was very detailed, but for Hua Nan there were only five words-"Hua Shan's younger brother".

  But Hua Nan is more than just Hua Shan’s younger brother. After Hua Yu Hua was established in 2002, the two brothers had a clear division of labor: his brother Hua Shan was in charge of corporate and brand strategy, and his younger brother Hua Nan was in charge of advertising creativity.

  At the same time, Hua Nan founded Reader Culture in 2006 and became one of the largest private publishers in China.

On June 24, Reading Culture disclosed the prospectus, preparing to be listed on the Shenzhen Stock Exchange.

Create the "Snow King" symbol

Bring recognition to Michelle Ice City

  In the second half of 2018, Hua and Huawei Michelle Ice City created a "Snow King" symbol with an ice cream scepter and a crown on the head. At the same time, the main colors of red and white were determined.

Since then, Michelle Ice City has developed from the brand image to the store design, from the materials to the surroundings, from the office system to the sales staff, all based on the Snow King symbol.

  It can be said that Michelle Ice City has used the super symbol "Snow King" to the extreme, and even after the store is closed, the image of "Snow King" can be seen on the rolling shutters.

  It can be seen from Huashan’s Weibo that when Huayuhua created the "Snow King" brand image for Michelle Ice City, there were many voices of opposition and doubt from within Michelle to distributors. Believed to violate the trend of flatness and simplicity.

  But the facts have proved that the brand image of "Snow King" has brought recognition to Michelle Ice City. Even Michelle Ice City's CEO Zhang Hongfu sighed in the circle of friends: "Consumers are easy to recognize, and remembering is simple."

  Compared with Hey Tea, Nay Xue’s tea, or a little bit, COCO, Michelle Ice City’s stores look "flashy", but as soon as you see Michelle Ice City’s stores, a breath of "super cheap" comes to your face. This is exactly what Michelle Ice City, which is targeting the sinking market, needs most.

  However, the theme song of Michelle Ice City is very popular all over the Internet, and the effect is so good that even Hua Shan dare not take the credit.

When a netizen asked Michelle Ice City if the event "Sing the theme song at the store is free" is a marketing plan for Huayuhua, Huashan said on his Weibo, "All netizens are doing it, and the picture is ours." , "If you like it, just play by yourself. We don't rely on this to do business, and we don't want to take credit for this."

  Hua Shan once said in a public speech: "Will you read the entire content of an advertisement page? I think we basically only glance at it and see some fragments. Therefore, the core of our dissemination is to Solve the problem of loss in advertising.” Today, the theme song of Michelle Ice City also follows this principle. It does not require too complicated creativity and advertising words. “13 words + Snow King” can make consumers remember honey. Snow Ice City.

  Chengdu Commercial Daily-Red Star News Reporter Yu Yaoqiang Yaxian