从城中村刨冰摊到千亿茶饮帝国：蜜雪冰城创始人晋升河南新首富

Core Insights - The rise of Zhang Hongchao and Zhang Hongfu, founders of Mixue Ice City, as the "new richest" in Henan with a net worth of 117.9 billion yuan reflects a significant shift in China's consumer market, highlighting the potential for grassroots entrepreneurs to reshape the wealth landscape through "extreme cost performance" and "lower-tier market dividends" [2][11] Company Overview - Zhang Hongchao started with 3,000 yuan from his grandmother to set up a small ice stall in Zhengzhou, overcoming multiple relocations and failures before achieving success with a 1 yuan ice cream in 2005. His brother joined in 2007, with clear division of responsibilities: product development and supply chain management by Zhang Hongchao, and brand expansion by Zhang Hongfu [4] - Mixue Ice City has rapidly expanded from a local ice stall to the largest global beverage chain, driven by a core strategy of "low price + extreme supply chain," with key products like ice lemon water (4 yuan/cup) and ice cream (3 yuan/stick) dominating consumer preferences, selling a cumulative 9 billion cups by 2024 [5] Financial Performance - 99% of Mixue's revenue comes from selling raw materials and equipment to franchisees rather than franchise fees. In the first three quarters of 2024, the company reported revenue of 18.7 billion yuan, with 94.3% from product sales and a gross margin of 32.4%. Franchisees enjoy a gross margin of about 55% per cup, creating a "thin profit, high sales" cycle [7] - The company has established five production bases and 27 smart warehouses, achieving over 60% self-sufficiency in core raw materials, which allows it to maintain costs more than 20% lower than industry averages. The annual production capacity at its Henan base reached 500,000 tons in 2024, with the cost per cup of milk tea reduced to below 1 yuan [7][9] Market Context - The success of Mixue Ice City is closely tied to Henan's agricultural strengths, contributing significantly to the food industry, which has produced numerous wealthy individuals. The company benefits from lower raw material costs and a large consumer base in the lower-tier market of 100 million people [9] - The changing landscape of Henan's wealth, with Zhang brothers surpassing previous richest individuals, indicates the potential of the consumer sector in driving domestic demand. The New Fortune list shows that the daily consumer goods sector produced 53 billionaires, emphasizing the wealth creation opportunities in consumption upgrades and lower-tier markets [11] Brand and Cultural Impact - Mixue Ice City's branding, including its "Snow King" IP and catchy songs, has transcended commercial symbols to become a source of happiness for ordinary people, explaining its popularity among younger generations as a "national brand." The story of the Zhang brothers is set to be a significant chapter in Chinese business history, not just for their wealth but for making "sweetness" accessible to all [15]