2 1 Shi Ji Jing Ji Bao Dao·2025-12-22 00:12Core Viewpoint - The opening of Mixue Ice City's first store in Los Angeles marks a significant step in its global expansion strategy, reflecting the growing acceptance of new tea beverage brands in the U.S. market [1][3]. Group 1: Company Expansion - Mixue Ice City has opened its first store in the U.S. located in Hollywood, Los Angeles, which is a mature consumer market [1]. - Other Chinese tea brands, such as Bawang Chaji and Heytea, have also entered the U.S. market this year, indicating a trend of increasing competition among tea beverage brands [3]. - Mixue Ice City has plans for multiple new stores in the U.S. and is also expanding into other American countries like Brazil and Mexico [5]. Group 2: Product Offering and Pricing - The menu at Mixue Ice City's U.S. store includes a variety of products such as ice cream, pure tea, fruit tea, milk tea, and freshly brewed coffee, tailored to local consumer preferences [4]. - Pricing for Mixue Ice City's products is positioned competitively, with items ranging from $1.19 to $4.99, which is lower than similar offerings from local brands [4]. - The store offers unique sugar options, including 120%, 150%, and 200% sweetness levels, catering to diverse consumer tastes [4]. Group 3: Market Potential - The U.S. tea beverage market is still in its early development stage, with significant growth potential as more consumers begin to accept these products [3]. - The popularity of "Chinese milk tea" is rising on social media platforms like TikTok, contributing to the market's expansion [4]. - Industry analysis suggests that the competitive landscape in the U.S. tea market is still evolving, indicating opportunities for new entrants [3]. Group 4: Industry Trends - The trend of Chinese food and beverage brands expanding internationally is gaining momentum, particularly in the tea segment [5]. - The domestic market in China is experiencing intense competition, prompting brands to seek growth opportunities abroad [5]. - The entry barriers in the U.S. market are higher due to supply chain costs and regulatory compliance challenges, but the potential rewards are significant [6].