Guochao Context: Omni-Channel Integrated Marketing Strategies and Commercial Value Analysis of Domestic Brands—A Case Study of Mixue Bingcheng

Abstract

China's economic growth and rising incomes have reshaped consumption patterns. Consumers now prioritize cultural meaning, emotional resonance, and social value in products—fueling the "Guochao" (China-chic) trend, a core driver of domestic brand growth. Guochao reflects cultural confidence translated into consumer behavior, pushing brands to fuse traditional Chinese elements with modern design and lifestyles. Meanwhile, internet technologies and mobile social media have overhauled brand-consumer communication, replacing outdated one-way marketing with user-centric, omnichannel strategies spanning online and offline spaces. This paper analyzes Mixue Bingcheng as a typical Guochao case, using STP and 4P frameworks to examine its omnichannel strategy across three dimensions: online-offline integration, social media content, and Guochao IP development ("Xue Wang"/Snow King). Results show that centering its entire value chain on this IP enabled Mixue to build a differentiated image of "affordable + cultural resonance," achieving leapfrog growth in brand awareness and store network expansion. Yet challenges remain: shallow cultural integration, repetitive content, and an underdeveloped IP cultural narrative. In response, this paper proposes optimization recommendations including deepening cultural connotation exploration, refining content stratification strategies, and building integrated experiential frameworks. This study may serve as a practical reference for Chinese catering brands engaging in Guochao marketing and enrich relevant theoretical research.