Business Model & Growth Strategy - Mixue's average transaction value is less than 8 yuan, but annual revenue exceeds 10 billion yuan [1] - Mixue has 36,000 chain stores globally, ranking fourth worldwide, surpassing many established brands [2][17] - The company focuses on the market below 10 yuan, establishing a unique presence through affordability [3] - Mixue achieved rapid growth by building its own warehousing and logistics center, offering free transportation to franchisees [15][16] - By the end of 2020, the number of stores exceeded 10,000, and by the end of 2021, it exceeded 20,000 [16] Supply Chain Management - Mixue was one of the first in the milk tea industry to build its own central factory in 2012 [12] - The company reduces costs by building factories in the place of origin, such as Snow King Agriculture in Anyue County, Sichuan, for Eureka lemons [13][14] - Upstream ingredients cover 35 countries, including milk from New Zealand, cocoa from Ghana, and cheese from Denmark [16] - 98% of Mixue's revenue in the first three quarters of 2023 (over 15 billion yuan) comes from sales of goods and equipment to franchisees [18] Brand Building & IP Strategy - Mixue created the Snow King IP to build brand perception, avoiding celebrity endorsements [24] - In 2019, they designed a theme song for Snow King, which became popular with over 30,000 stores playing it [25] - Mixue launched an animation called Snow King Arrives, with views exceeding 200 million and a rating of 9.9% on Bilibili [25] - The company established Snow King Loves Animation to further develop its IP through movies, performances, and cultural communication [27][33] Market Position & Future Challenges - Mixue is the largest ready-made tea drink in the Southeast Asian market [17] - The company's cooperation model with franchisees, selling products without sharing profits, may need to be adjusted for long-term development [20][21] - Challenges include expanding into developed countries and maintaining its leading position in the competitive milk tea industry [35]
全球最大奶茶公司的秘密
小Lin说·2025-01-04 12:00