Core Insights - The article highlights the success of Mixue Group in the competitive new tea beverage market, achieving over 1.1 billion cups sold in the past year and a market capitalization exceeding HKD 200 billion [1] - The company has built a robust supply chain system that supports its "high quality and low price" strategy, which is crucial for its rapid expansion [1][2] Supply Chain Development - Mixue Group operates a large supply chain factory, Daka International Food Co., Ltd., which provides stable and high-quality raw materials for over 46,000 stores [2] - The factory spans approximately 342,000 square meters with an annual production capacity of 1.21 million tons, supporting both Mixue and its subsidiary brand, Lucky Coffee [2] - The company has implemented a self-production model to control product quality and reduce costs, achieving a 49% reduction in procurement costs through strategic changes in packaging production [3][4] Raw Material Sourcing - Mixue Group has optimized its procurement and production processes, with over 60% of beverage ingredients sourced in-house and 100% of core ingredients produced internally [4] - The company employs a direct sourcing model, establishing close relationships with farmers to ensure stable income and high-quality raw materials [6][7] - As the largest lemon purchaser in China, Mixue's procurement costs for lemons are 20% lower than the industry average [7] Global Expansion - Mixue Group has rapidly expanded its overseas presence, with approximately 4,900 international stores by the end of 2024, focusing on Southeast Asia and entering markets like Japan and Australia [8] - The company utilizes a localized procurement and centralized distribution model to enhance logistics efficiency and responsiveness to local markets [8] - Plans are in place to establish a multifunctional supply chain center in Southeast Asia to optimize cost management and improve ingredient delivery to its store network [8][9]

Core Insights - The article highlights the remarkable growth of the brand "Mixue Ice City," which started from a tricycle selling ice cream in 2007 to becoming a major player with 46,000 stores, surpassing Starbucks in scale [1][8] - The founders, Zhang Hongchao and Zhang Hongfu, have amassed a fortune of 117.9 billion yuan, making them the richest individuals in Henan province by capitalizing on affordable beverages [1][8] Company Overview - Mixue Ice City began with a focus on affordable products, selling ice cream for 2 yuan, which resonated with consumers, particularly students [1][3] - The company has developed a robust supply chain, including 27 warehouses and a self-owned cold chain delivery system, achieving 97% of stores receiving deliveries within 12 hours [6][9] - The brand's strategy includes a low-cost model, with a focus on rural markets, where 57.2% of its stores are located in third-tier cities and below [6][8] Financial Performance - The company has a production capacity of 1.65 million tons annually, with a cost structure that allows for a 30% lower cost per drink compared to industry averages [6][9] - Despite its rapid expansion, the company faced challenges in 2024, including the closure of 1,600 stores and a decline in average daily sales per store [9][11] Market Strategy - Mixue Ice City employs a "direct supply" model, which allows it to reduce procurement costs by over 20% compared to competitors [5][6] - The brand's philosophy emphasizes accessibility, aiming to be a "national milk tea" that everyone can afford, which has contributed to its market penetration [8][12] Employment Impact - The company has created 785,000 jobs and increased income for 167,000 farmers, demonstrating its significant impact on local economies [8][9] - The logistics operations have also improved the livelihoods of delivery drivers, showcasing the brand's broader economic influence [9][12] Future Challenges - The company is addressing the "scale trap" by slowing down its expansion and focusing on niche markets such as campuses and hospitals [11] - There is a need for brand upgrading to appeal to younger consumers while maintaining its core values of affordability and accessibility [11][12]

Group 1: Tobacco Industry - The town of De Xin has explored various planting models for tobacco, including conventional and ecological planting, to ensure sufficient yield and quality [1] - In 2024, there were 44 tobacco farmers with a contracted area of 1,703 acres, generating a value of 6.65 million yuan [1] - By early 2025, the tobacco planting area exceeded 1,800 acres with 52 farmers, and the expected output value increased to 7.12 million yuan [3] Group 2: Ginger Industry - The Guizhou High-altitude Ginger Cooperative was established in October 2024, focusing on an "enterprise + farmer + base" model, cultivating ginger on 300 acres and influencing 180 acres of local farmers [3] - The cooperative's order-based agriculture model ensures stable raw material supply and reduces planting risks, benefiting both the cooperative and farmers [3] - The cooperative has engaged 405 farmers, with an estimated income increase of 1 million yuan from ginger sales [5] Group 3: Medicinal Herb Industry - The area for medicinal herb cultivation has reached 1,300 acres, with an average output value of 18,000 yuan per acre, employing nearly 10,000 workers annually [5] - The production of Tianma and He Shou Wu is ongoing, with expected yields of over 120,000 pounds for Tianma [5][7] Group 4: Prickly Pear Industry - The town has expanded its prickly pear cultivation, with over 3,000 acres planted in Xiaofeng Village, projecting a fresh fruit yield of 160 tons and a value of approximately 650,000 yuan [7] Group 5: Peach Industry - The Huang Tao project in Fengshou Village, initiated in 2021, has involved an investment of 675,400 yuan, benefiting 210 registered poor households [7][8] - The introduction of water and fertilizer integration technology aims to enhance soil structure and ecological systems, with a planned output of 150,000 pounds by 2025 [8]