Hongqi Chain(SZ:002697) Xin Lang Cai Jing·2025-12-20 07:33Core Viewpoint - The opening of the first U.S. store of Mixue Ice Cream and Tea in Hollywood, Los Angeles, marks a significant step in the company's global expansion strategy, offering a menu tailored to American consumer preferences while maintaining its classic offerings [1][4]. Group 1: Store Opening Details - The Hollywood store is located directly across from the Chinese Theatre on the Walk of Fame [1][4]. - The menu includes ice cream, pure tea, fruit tea, milk tea, and freshly brewed coffee, with various toppings and sweetness options available to cater to local tastes [1][4]. Group 2: Pricing Strategy - Signature ice cream is priced at $1.19, lemonade at $1.99, latte at $2.99, and pearl milk tea starting at $3.99, with an overall price range of $1.19 to $4.99, significantly lower than local competitors [3][6]. - The competitive pricing strategy is expected to attract local consumers, as evidenced by the high foot traffic on the opening day [3][6]. Group 3: Global Expansion - Since opening its first overseas store in Hanoi, Vietnam in 2018, Mixue has expanded to approximately 4,700 stores across 13 countries [3][6]. - In 2023, the company has actively pursued global expansion, entering the Japanese market in March, Kazakhstan in April, and signing a procurement deal worth 4 billion yuan with Brazil in May [3][6]. - Additional stores in the U.S. and other countries in the Americas, such as Brazil and Mexico, are currently in preparation [3][6].