大河南下沉市场，托起千亿蜜雪丨消费新势力

Core Insights - The article highlights the growth and strategic significance of Mixue Ice City, a tea beverage brand originating from Henan, China, emphasizing its successful expansion and market positioning in lower-tier cities [5][23]. Company Background - Mixue Ice City was founded by brothers Zhang Hongchao and Zhang Hongfu, who started with a small shaved ice stall in 1997 before officially launching the brand in 1999 [1][2][3]. - The company gained popularity with its 1 yuan ice cream in 2005, leading to rapid expansion and the establishment of independent stores [3][4]. Strategic Importance of Henan - Henan serves as a crucial hub for Mixue, with its headquarters located in Zhengzhou, which is strategically positioned near major transportation routes [6][13]. - The company has invested significantly in its headquarters and production facilities in Henan, with a production base capable of producing 1.21 million tons of food materials annually [9][10][14]. Market Positioning - Mixue has successfully tapped into the lower-tier market, with over half of its 41,584 stores located in third-tier cities and below, reflecting its strategy of offering affordable products [22][23]. - The brand's growth is supported by a strong local workforce, with many employees returning from larger cities to work at Mixue, indicating its appeal as an employer in the region [21][22]. Financial Performance - In 2024, Mixue reported revenue of 24.829 billion yuan, marking a year-on-year growth of 22.3%, driven largely by its presence in lower-tier markets [22].