几乎同一时间，远在加州的贾跃亭宣布法拉第未来（FF）战略大转向，放弃"全美国产"造车梦，转而采 用"中国零部件+美国组装"模式推进新车量产。 哈喽，大家好，今天小睿这篇国际商业观察，主要来聊聊蜜雪冰城1.19美元冰淇淋横扫好莱坞的赚钱逻 辑。 2025年末，美国洛杉矶好莱坞星光大道上演了一幕"中国商业奇观"，蜜雪冰城美洲首店在"中国剧院"正 对面正式开业，1.19美元的冰淇淋让美国消费者排起长队。 一个卖奶茶，一个造汽车，看似风马牛不相及的两个领域，却在海外市场摆出了高度相似的打法。 通过强制绑定耗材采购，蜜雪冰城构建了"门店越多-耗材销量越大-单位成本越低-加盟门槛越低"的扩张 飞轮。 蜜雪冰城的"低价奇迹" 在好莱坞核心商圈开店，意味着要承担高昂的租金和人力成本，但蜜雪冰城却敢将核心产品定价压至 1.19-4.99美元，远低于Chatime、Kung Fu Tea等本地品牌5-8美元的均价。 这种"反常识"操作的底气，来自其深度掌控的中国供应链体系。 据环球网报道，蜜雪冰城已在海外布局约4700家门店，覆盖13个国家，而支撑这一庞大版图的，是位于 河南焦作的自有工厂。 从制冰机、封口机等核心设备到吸管、纸 ...

因力挺客户西贝而陷入风波的华与华，又给另一位客户引来了新的争议。 12月27日，华与华创始人华杉发布了两条微博，一条是宣传华与华操盘的蜜雪冰城旗舰店案例，另一条则是回应了华与华设计被指"low"的观点。 图源华杉个人微博 华杉的这个回应不算友好，他将用户对华与华设计的争议均归咎于颜色使用上，并指责认为红色"LOW"，是一种思想的绝症，还引用了孔子的话来证实 自己的观点。 其实，不是华杉的回应，原本并没有多少人讨论蜜雪冰城Low不Low，更多人的注意力聚焦在蜜雪冰城杭州旗舰店上，该旗舰店排队人数众多，场面十分 火爆。 而华杉就在社交平台的用户们津津乐道着杭州旗舰店中产品之全、排队人数之多时，教育起了用户的审美。再加上此前老罗与西贝的骂战中，华杉一些引 发争议的回应本就没给消费者留下好印象，此番其言辞，反而又引来了不少质疑的声音。 实际上，蜜雪冰城的爆火，华与华确实帮了忙。 那首"你爱我，我爱你，蜜雪冰城甜蜜蜜"的洗脑神曲，在当年是蜜雪冰城从一个大众品牌跃升为全民品牌的关键因素。 只不过，一家品牌能够出圈，广告起到的往往是锦上添花的作用，蜜雪冰城能接得住"泼天的富贵"，意味着其不管是在策略、管理还是产品的品质上， ...

「Going Global 出海周报」 是创业邦推出的出海系列栏目，旨在为出海领域的创业者和投资人精选 出海大事件、海外大公司、投融资消息， 本篇 为栏目第 313 篇报道。 整理丨 Lucus 本周（ 1 2 月 15 日至 1 2 月 21 日）出海大事件包括： Temu 跃居英国电商访问量第三 ； 小米、 TCL 、海信等集体加入速 卖通 ； 周受资内部信曝 TikTok 美国方案 ； "蚂蚁阿福"冲上苹果应用总榜第三 ； 蜜雪冰城美国首店正式开业，招牌冰淇淋售 价 1.19 美元 ； 全球首家 AGI 上市公司即将诞生！ MiniMax 通过港交所聆讯； 小米 "天才少女"罗福莉首秀；马斯克身家破 7000 亿美元再刷纪录； 博主曝苹果折叠屏明年 9 月上市 ； SpaceX 被曝通知员工进入 IPO 前静默期； OpenAI 洽谈从亚马 逊融资至少 100 亿美元。 出海四小龙 Temu 跃居英国电商访问量第三 ， 一年间净增 800 万新用户 12 月 21 日消息， Ofcom 近日发布的报告显示，英国访问量最高的十大零售网站排名出现显著变化。 亚马逊 和 eBay 继续稳居前两位的同时， Te ...

Regulatory Updates - The National Development and Reform Commission, the State Administration for Market Regulation, and the National Internet Information Office have established rules to regulate pricing behavior on internet platforms, aiming to protect consumer rights and promote healthy development of the platform economy [1] Company Performance - ByteDance is reported to potentially achieve a net profit of approximately $500 million for the year after accumulating about $400 million in the first three quarters of 2025, although insiders claim these figures are inaccurate [3] - Xiaomi has distributed over 100 million yuan in subsidies to national car dealers, with conditions for new store constructions in 2024 and 2025, indicating a strategic move to support its automotive business [3] Market Developments - Meituan's drone delivery service has completed 740,000 commercial orders, highlighting the competitive landscape in instant retail and the expected market growth in low-altitude delivery services [10] - The launch of the first store of Mixue Ice Cream in Los Angeles, with prices significantly lower than local competitors, marks the brand's entry into the American market [10] Technological Innovations - Apple is reportedly working on its first foldable iPhone, aiming for a "visual no crease" design, with a potential launch in September 2024 [12] - The release of the first AI laptop by Moore Threads, featuring a 2D digital human, showcases advancements in AI integration within consumer electronics [18][19] Financial Milestones - Elon Musk's net worth surged to $749 billion following the reinstatement of a previously canceled $139 billion Tesla stock option plan by the Delaware Supreme Court, making him the first person to exceed $700 billion in wealth [9][15]

Core Insights - The article discusses the rising popularity of Chinese street food, particularly spicy hot pot (麻辣烫), in Japan, highlighting how these foods have transformed from local staples to trendy, high-end dining experiences for young Japanese consumers [1][3][21] Group 1: Popularity of Chinese Street Food in Japan - Spicy hot pot has become a new social currency in Japan, with an average price of 2000 yen (approximately 95 RMB) for 500 grams, making it a premium choice compared to traditional Japanese meals [3][9] - The experience of queuing for hot pot has turned into a social media event, with young people eagerly sharing their experiences online [3][5] - The selection process for ingredients is likened to shopping for cosmetics, enhancing the overall dining experience [5][11] Group 2: Cultural Adaptation and Innovation - Chinese dishes have been localized in Japan, with unique adaptations such as ice cream-filled fried dough sticks and strawberry-flavored mapo tofu, appealing to local tastes [13][18] - The core recipes of these dishes remain unchanged, but their presentation and marketing have been revamped to create a sense of luxury and exclusivity [12][20] Group 3: Global Expansion of Chinese Cuisine - The article emphasizes that Chinese cuisine is gaining traction globally, with examples like Din Tai Fung in Dubai and Liu Yishou hot pot in New York, showcasing the versatility and appeal of Chinese flavors [23][25] - The supply chain advantages from Chinese pre-made food companies ensure consistent quality and lower costs, facilitating the global expansion of these once-local street foods [21][25]

Core Insights - The acquisition of the craft beer brand "Xianpi Fulu Jia" by Mixue Group for approximately 297 million RMB aims to expand its business boundaries and enhance supply chain efficiency [2][11] - This move marks Mixue Group's entry into the fresh beer market, indicating a strategic shift from its core beverage business [3][11] - The acquisition is seen as a proactive positioning in a growing market, with the potential for significant synergies between the two brands [2][10] Company Overview - Mixue Group has over 53,000 stores and has established itself as a leader in the beverage market, initially gaining traction with its ice cream products [2][3] - "Xianpi Fulu Jia," founded in July 2021, operates around 1,200 stores across 28 provinces in China, focusing on fresh craft beer through community-based sales [4][5] Market Dynamics - The fresh beer segment is experiencing growth despite a general decline in the beer industry, driven by changing consumer preferences for quality over quantity [5][11] - The acquisition aligns with the trend of consumers seeking higher-quality beer options, with 88.9% prioritizing taste in their purchasing decisions [5] Financial Considerations - The transaction includes a capital increase and equity transfer, with a pre-acquisition valuation of "Xianpi Fulu Jia" at approximately 274.4 million RMB [6][7] - The valuation process involved multiple assessments, confirming that the acquisition price falls within a reasonable range compared to industry peers [7][9] Strategic Rationale - The acquisition allows Mixue Group to leverage its existing supply chain capabilities and operational efficiencies to support "Xianpi Fulu Jia" [11][13] - The business model of "Xianpi Fulu Jia" aligns closely with Mixue's strategy of offering high-quality, affordable products, enhancing its market positioning [12][13] - The partnership is expected to accelerate the standardization and quality improvement of the fresh beer industry, potentially setting a benchmark for future developments [13]

Group 1 - The article highlights the rise of Henan as a significant player in China's consumer market, exemplified by brands like Mixue Ice City and Muyuan Foods [1][6][27] - Mixue Ice City, founded in Henan, has expanded rapidly, with a reported revenue growth of 39.3% to 14.87 billion yuan and a net profit increase of 42.9% to 2.69 billion yuan in the first half of 2025 [11] - The company operates 53,014 stores, with 48,281 in mainland China and 4,733 outside, showcasing its extensive market penetration [11] Group 2 - The headquarters of Mixue Ice City is strategically located near major transportation hubs, enhancing its operational efficiency and brand visibility [2][3] - The company has invested significantly in its production base in Henan, which spans approximately 342,000 square meters and has an annual production capacity of 1.21 million tons [16] - Mixue Ice City has established a comprehensive operational ecosystem in Henan, including a training school to develop local talent and enhance its service capabilities [17][21] Group 3 - The consumer landscape in Henan is characterized by a demand for affordable products, which Mixue has capitalized on by offering competitive pricing for its core products [20] - The article notes that Henan's economic environment supports both budget-friendly brands like Mixue and premium brands like Bang Dong Lai, indicating a diverse market [25] - The success of Mixue and other local brands is attributed to their understanding of local consumer needs and effective strategies tailored to the regional market [23][26]

Core Insights - Henan province is emerging as a significant influence on China's consumer market, with companies like Mixue Ice City exemplifying this trend [2][27] - The establishment of Mixue's headquarters near Zhengzhou East Station highlights the strategic importance of location in its growth [3][4] Company Overview - Mixue Ice City, a tea beverage brand originating from Henan, has expanded rapidly since its inception in 1999, with a focus on affordable products [8][11] - The company reported a revenue increase of 39.3% year-on-year to 14.87 billion yuan and a net profit increase of 42.9% to 2.69 billion yuan in the first half of 2025 [13] Strategic Importance of Henan - The headquarters of Mixue in Zhengdong New District serves as a hub for franchisees and industry stakeholders, indicating a strong local ecosystem [4][15] - Mixue's production base in Henan has an annual capacity of approximately 1.21 million tons, with plans for expansion to increase ice cream production [17] Market Dynamics - The consumer demand in Henan is characterized by a preference for cost-effective products, which aligns with Mixue's pricing strategy of 2 to 8 yuan for core offerings [21] - The presence of other successful local brands, such as Bang Dong Lai and Ba Nu, indicates a diverse and competitive market landscape in Henan [25][26] Talent and Workforce - Mixue is actively recruiting local talent, with many employees returning from larger cities, which enhances its understanding of the local market [22][23] Conclusion - Overall, Henan is becoming a new high ground for China's consumer market, making it a critical area for investment and research [27]

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].

Core Viewpoint - The article discusses the recent controversy surrounding the rapid melting of ice cream from the brand Mixue Ice Cream, highlighting consumer concerns about product quality and safety, while also examining the brand's marketing strategy and public perception in the context of low pricing and social media trends [4][5][39]. Group 1: Consumer Reactions and Brand Response - The rapid melting of Mixue Ice Cream has sparked significant discussion on social media, with many consumers sharing their negative experiences [5][6]. - Mixue's customer service responded by stating that the recipe has not changed and attributed the melting to high summer temperatures, suggesting consumers eat the ice cream quickly [10][11]. - Despite the controversy, the brand's reputation appears to remain intact, as the public continues to support Mixue [11][39]. Group 2: Comparison with Competitors - The article draws parallels between Mixue's situation and that of another ice cream brand, Zhong Xue Gao, which faced backlash for its products melting slowly, leading to questions about quality and ultimately a decline in sales [18][19][39]. - The logic that faster melting indicates better quality is challenged, as consumers may not easily accept that Mixue's ice cream is of higher quality simply because it melts quickly [19][39]. Group 3: Product Characteristics and Production Factors - The melting speed of ice cream is influenced by several factors, including the use of additives to enhance melting resistance, the air content, and the production process [29][31]. - Mixue's ice cream is categorized as "soft ice cream," produced at higher temperatures than pre-packaged hard ice cream, contributing to its quicker melting [30][31]. - The product's formulation includes a high water content (70%-80%) and low fat and protein levels, which further affects its melting characteristics [31][32]. Group 4: Pricing Strategy and Market Position - Mixue Ice Cream is priced at 2 yuan, making it an attractive option for consumers, but this low price point raises concerns about profitability and sustainability for the brand [20][40]. - The brand's pricing strategy serves as a marketing tool, drawing in customers and creating a social media presence, despite potential risks associated with low-cost products [40][49]. - The article notes that the brand's low pricing has become a form of "social currency," enhancing its visibility and consumer engagement [49][50].