大河南“下沉市场” ，托起千亿“蜜雪冰城”

Core Viewpoint - Mixue Ice City, a tea beverage brand originating from Henan, has successfully expanded its market presence by leveraging its local roots and focusing on the lower-tier markets, achieving a market capitalization of 195.3 billion HKD as of July 11, 2025 [5][6]. Group 1: Company Background and Development - The founders of Mixue Ice City, Zhang Hongchao and Zhang Hongfu, are brothers from a rural background in Shangqiu, Henan, with Zhang Hongchao starting his entrepreneurial journey by selling shaved ice in 1997 [1][2]. - The brand officially launched in 1999 with its first physical store, initially offering shaved ice, Chinese, and Western cuisine, before focusing on ice cream in 2005, which became a hit product [3][4]. Group 2: Market Expansion and Strategy - Mixue Ice City has expanded significantly, with a notable presence in lower-tier cities, where over half of its 41,584 stores are located [26]. - The company’s headquarters in Zhengzhou serves as a strategic hub, benefiting from the city's transportation network and high foot traffic, with daily customer flow exceeding 350,000 at the nearby Zhengzhou East Station [12][19]. Group 3: Production and Infrastructure - The company has invested heavily in its production base in Henan, which spans approximately 342,000 square meters and has an annual production capacity of 1.21 million tons [13][14]. - Mixue Ice City is also developing a new training campus in Henan, which will enhance its operational capabilities and employee training [15][16]. Group 4: Market Position and Consumer Engagement - The brand's success is attributed to its focus on affordability and value, particularly in lower-income regions, where it has established a strong market presence [22][27]. - Mixue Ice City has effectively engaged local talent, with a significant percentage of potential employees expressing interest in working for the company, indicating a positive perception of job opportunities [26].