蜜雪冰城创始人张红超晋升河南新首富，低价策略如何成就百亿身家

Core Insights - The article highlights the remarkable growth of the brand "Mixue Ice City," which started from a tricycle selling ice cream in 2007 to becoming a major player with 46,000 stores, surpassing Starbucks in scale [1][8] - The founders, Zhang Hongchao and Zhang Hongfu, have amassed a fortune of 117.9 billion yuan, making them the richest individuals in Henan province by capitalizing on affordable beverages [1][8] Company Overview - Mixue Ice City began with a focus on affordable products, selling ice cream for 2 yuan, which resonated with consumers, particularly students [1][3] - The company has developed a robust supply chain, including 27 warehouses and a self-owned cold chain delivery system, achieving 97% of stores receiving deliveries within 12 hours [6][9] - The brand's strategy includes a low-cost model, with a focus on rural markets, where 57.2% of its stores are located in third-tier cities and below [6][8] Financial Performance - The company has a production capacity of 1.65 million tons annually, with a cost structure that allows for a 30% lower cost per drink compared to industry averages [6][9] - Despite its rapid expansion, the company faced challenges in 2024, including the closure of 1,600 stores and a decline in average daily sales per store [9][11] Market Strategy - Mixue Ice City employs a "direct supply" model, which allows it to reduce procurement costs by over 20% compared to competitors [5][6] - The brand's philosophy emphasizes accessibility, aiming to be a "national milk tea" that everyone can afford, which has contributed to its market penetration [8][12] Employment Impact - The company has created 785,000 jobs and increased income for 167,000 farmers, demonstrating its significant impact on local economies [8][9] - The logistics operations have also improved the livelihoods of delivery drivers, showcasing the brand's broader economic influence [9][12] Future Challenges - The company is addressing the "scale trap" by slowing down its expansion and focusing on niche markets such as campuses and hospitals [11] - There is a need for brand upgrading to appeal to younger consumers while maintaining its core values of affordability and accessibility [11][12]