Core Insights - The opening of MIXUE (蜜雪冰城) store on Hollywood Walk of Fame is generating significant interest among Chinese netizens in Los Angeles, with promotional activities including free drink giveaways [1][3] - The store has launched a limited-time pre-sale package priced at $3.99 (approximately 28 RMB), which includes a drink and ice cream, and offers discounts for new users [5] - MIXUE has expanded internationally since opening its first overseas store in Vietnam in 2018, now operating over 4,800 stores across 11 countries, including recent openings in Kazakhstan and upcoming stores in New York and Mexico [5][6] Company Performance - As of June 30, 2025, MIXUE has established a global network of over 53,000 stores, with 48,281 in mainland China and 4,733 overseas [6] - The company reported a revenue of 14.875 billion RMB for the first half of 2025, marking a year-on-year growth of 39.32%, and a net profit of 2.693 billion RMB, up 42.94% [6] - Other tea beverage companies, such as Bawang Chaji and Cha Baidao, are also accelerating their international expansion, with Bawang Chaji's overseas GMV reaching over 300 million RMB in Q3 2023, reflecting a year-on-year increase of 75.3% [6][8] Market Trends - The adaptation of MIXUE's products to cater to Western consumer preferences includes offering customized sugar levels, with options for 120%, 150%, and 200% sweetness [5] - The competitive landscape in the tea beverage sector is intensifying, with brands like Bawang Chaji and Cha Baidao also making significant strides in overseas markets, particularly in Southeast Asia [6][8]
糖度最高200% 蜜雪冰城开始做美国人的生意