An Analysis of the Reasons Behind the Rise in Mixue Bingcheng’s Stock Price After Being Exposed at the 315 Gala

School of Western Michigan, Guizhou University of Finance and Economics, Guiyang, Guizhou, China

^* Corresponding author: shiqi.guan@wmich.edu

Abstract

In the digital information era, negative public opinion about enterprises often leads to stock price declines. However, after Mixue Bingcheng was exposed for food safety issues at the 2025 315 Gala, its stock price rose instead. This paper uses case analysis, competitor comparison, and other methods to explore the reasons behind this stock price increase. The study finds that the low-price positioning has made consumers more tolerant, the non-traditional crisis response has transformed the crisis through memes and emotional connection, the shift of public focus and capital inflow have also contributed, and the resilience of its business model and industry expectation gap have enhanced market confidence. It can be seen that the impact of negative events on stock prices needs to be judged by combining the enterprise model and consumer mentality, and younger crisis public relations can explore “memetic responses”.