Hongqi Chain(SZ:002697) Shang Hai Zheng Quan Bao·2025-12-20 14:21Core Viewpoint - The opening of Mixue Ice City's first store in Hollywood, Los Angeles, marks a significant step in the company's global expansion strategy, offering affordable products and localized menus to attract local consumers [2][3]. Group 1: Store Opening and Product Offering - Mixue Ice City's Hollywood store features a menu that includes ice cream, pure tea, fruit tea, milk tea, and freshly brewed coffee, catering to American consumer preferences with various options for toppings and sweetness levels [3]. - The pricing strategy is competitive, with signature ice cream priced at $1.19, lemon water at $1.99, latte at $2.99, and pearl milk tea starting at $3.99, significantly lower than local competitors [3]. Group 2: Global Expansion - Mixue Ice City has expanded its overseas presence to 13 countries, with approximately 4,700 stores globally, having opened its first international store in Hanoi, Vietnam, in 2018 [4]. - The company has been actively pursuing its global strategy, entering new markets such as Japan, Kazakhstan, and Brazil, with significant procurement agreements to enhance its international footprint [4][5]. Group 3: Market Potential and Positioning - The U.S. tea beverage market is experiencing rapid growth, with a high interest in "Chinese milk tea" on social media platforms like TikTok, indicating a promising opportunity for brands [6]. - Mixue Ice City, leveraging its established supply chain and "high quality at low prices" positioning, aims to enhance the quality supply of ready-to-drink tea beverages in the local market [6]. - The company ranks first in the global ready-to-drink beverage industry with over 53,000 stores and was recognized in TIME's list of the "100 Most Influential Companies" [6].