Investment Rating - The report assigns a "Buy" rating for the company, Mijue Group (2097.HK), marking its first coverage [4]. Core Insights - Mijue Group is positioned as the world's largest ready-to-drink beverage company, leveraging an end-to-end supply chain system and a network of 53,000 stores to establish a leading position in the ready-to-drink tea market. Revenue projections for 2025, 2026, and 2027 are estimated at RMB 335.5 billion, RMB 403.0 billion, and RMB 443.9 billion, respectively, with corresponding net profits of RMB 60.0 billion, RMB 74.0 billion, and RMB 84.1 billion, reflecting year-on-year growth rates of 35.1%, 20.1%, and 10.1% [4][6]. Company and Industry Analysis - The ready-to-drink beverage industry in China is experiencing rapid growth, with the ready-to-drink tea market size reaching approximately RMB 258.5 billion in 2023. The company focuses on the research, production, and sales of ready-to-drink tea and freshly brewed coffee, operating under the brands Mijue Ice City and Lucky Coffee, which target price points of RMB 6-8 and RMB 5-10, respectively. The company operates on a franchise model, generating revenue primarily from selling equipment and providing franchise services [4][6]. - Mijue Group's supply chain advantages include a comprehensive procurement network across 38 countries, five production bases ensuring 100% self-sourcing of core ingredients, and a logistics system that allows for rapid delivery to 90% of domestic county-level administrative regions within 12 hours. This infrastructure supports consistent product quality and cost efficiency, reinforcing the company's market leadership with a market share of approximately 49.6% in the ready-to-drink tea sector [4][5][6]. Key Assumptions - The company anticipates steady expansion in store numbers, particularly in lower-tier markets, with projected revenue from product and equipment sales of RMB 326.8 billion, RMB 392.2 billion, and RMB 431.4 billion for 2025, 2026, and 2027, respectively. The gross margin is expected to improve gradually, reaching 31.5% by 2027 [4][6]. - Revenue from franchise fees and related services is projected to grow significantly, with estimates of RMB 8.7 billion, RMB 10.9 billion, and RMB 12.5 billion for the same years, reflecting a robust growth trajectory supported by an expanding store network [4][6]. Financial Data and Profitability Forecast - The company forecasts total revenue of RMB 20.3 billion in 2023, increasing to RMB 44.4 billion by 2027, with a compound annual growth rate (CAGR) of 49.6% from 2023 to 2024 and 10.1% from 2026 to 2027. Net profit is expected to rise from RMB 3.1 billion in 2023 to RMB 8.4 billion in 2027, with corresponding net profit growth rates of 57.1% and 13.7% [6][21]. - The report highlights a projected gross margin improvement from 29.5% in 2023 to 33.0% in 2027, alongside a net margin increase from 15.7% to 19.0% over the same period [6][21].

Core Insights - The article emphasizes the "high quality and affordable" product philosophy of Mixue Group, which operates two main brands: Mixue Ice City and Lucky Coffee, targeting the mass consumer market [1][2] - Mixue Group has established a strong supply chain system, with over 60% of beverage ingredients produced in-house, enabling significant scale expansion through a franchise model [1] - The company is experiencing robust financial metrics, including leading expense ratios, gross margins, and net margins in the industry, supported by stable cash flow [1] Industry Analysis - The global ready-to-drink beverage market shows significant regional growth, with China and Southeast Asia presenting substantial potential [1] - The tea beverage sector in China has developed a multi-tiered consumption pattern, with affordable and mass-market products driving industry growth [1] - The coffee market is also witnessing multiple growth opportunities, with increasing demand and a shift towards lower price points enhancing consumer frequency [1] Competitive Advantages - Mixue Ice City's "Snow King" IP creates a unique traffic barrier through self-operated management and significant exposure [2] - The industrial-grade supply chain system supports the high-quality and affordable strategy, ensuring a closed-loop from procurement to production and logistics [2] - The company's strong supply chain allows for cost optimization and product standardization, enhancing operational efficiency [2] Profitability Forecast - The company is expected to achieve net profits of 57.12 billion, 68.17 billion, and 76.51 billion yuan from 2025 to 2027 [2] - The investment recommendation is to "buy" based on the unique advantages of Mixue Ice City, strong supply chain control, and dual growth potential in domestic and international markets [2]

Core Viewpoint - The article highlights the impressive performance and global expansion strategy of Mixue Group, emphasizing its strong market position in the ready-to-drink beverage sector and its innovative approach to internationalization [5][6][10]. Group 1: Financial Performance - In the first half of the year, Mixue Group reported revenue of 14.87 billion yuan, a year-on-year increase of 39.3%, with a gross profit of 4.71 billion yuan, up 38.3%, and a net profit of 2.72 billion yuan, reflecting a growth of 44.1% [5]. - The company maintains a competitive pricing strategy, with products priced around 6 yuan, solidifying its position as the "king of affordable ready-to-drink beverages" in China [6]. Group 2: Market Position and Expansion - Mixue Group leads the domestic ready-to-drink beverage market and has successfully expanded into international markets, particularly in Southeast Asia, where it holds a market share of 19.5% in the ready-to-drink tea segment as of 2023 [7][8]. - By June 30, 2025, Mixue Group is expected to surpass Starbucks in total store count, with over 53,000 global stores, including 4,733 overseas locations [7][10]. Group 3: Globalization Strategy - The company has adopted a unique globalization strategy, focusing on strong supply chain management, the popular "Snow King" IP, and localized operations to enhance its international presence [12][21]. - Mixue Group has established a comprehensive supply chain that includes procurement, production, logistics, and quality control, allowing for cost advantages and product quality stability [13][14]. Group 4: Brand and Marketing - The "Snow King" IP has become a significant cultural symbol, contributing to brand recognition and customer loyalty, with over 54.2 billion views on Douyin [18][19]. - The company has effectively utilized its supply chain and IP to create a distinctive brand identity, which has been instrumental in its marketing efforts [19][33]. Group 5: Future Growth Potential - The ready-to-drink beverage market is projected to grow significantly, with an expected compound annual growth rate of 19.8% from 2023 to 2028 in Southeast Asia [8]. - Mixue Group's successful experience in the beverage sector has laid the groundwork for its coffee brand, "Lucky Coffee," which is also expanding internationally [29][31].