得中原者得天下：千亿豫企狂奔丨消费变局

Core Insights - Henan province is emerging as a significant influence on China's consumer market, with companies like Mixue Ice City exemplifying this trend [2][27] - The establishment of Mixue's headquarters near Zhengzhou East Station highlights the strategic importance of location in its growth [3][4] Company Overview - Mixue Ice City, a tea beverage brand originating from Henan, has expanded rapidly since its inception in 1999, with a focus on affordable products [8][11] - The company reported a revenue increase of 39.3% year-on-year to 14.87 billion yuan and a net profit increase of 42.9% to 2.69 billion yuan in the first half of 2025 [13] Strategic Importance of Henan - The headquarters of Mixue in Zhengdong New District serves as a hub for franchisees and industry stakeholders, indicating a strong local ecosystem [4][15] - Mixue's production base in Henan has an annual capacity of approximately 1.21 million tons, with plans for expansion to increase ice cream production [17] Market Dynamics - The consumer demand in Henan is characterized by a preference for cost-effective products, which aligns with Mixue's pricing strategy of 2 to 8 yuan for core offerings [21] - The presence of other successful local brands, such as Bang Dong Lai and Ba Nu, indicates a diverse and competitive market landscape in Henan [25][26] Talent and Workforce - Mixue is actively recruiting local talent, with many employees returning from larger cities, which enhances its understanding of the local market [22][23] Conclusion - Overall, Henan is becoming a new high ground for China's consumer market, making it a critical area for investment and research [27]