Core Insights - The article highlights the strategic partnership between Mixue Ice City and Brazil, focusing on a procurement deal worth 4 billion RMB for coffee beans and other agricultural products over the next 3 to 5 years [1][4]. - Mixue Ice City plans to open its first store in Brazil this year and will also initiate the construction of a supply chain factory in the country [2][5]. Group 1: Strategic Developments - On May 12, Mixue Group's Vice President and CEO for the Americas, Sun Jiantao, signed a memorandum of understanding with Jorge Viana, President of ApexBrasil, marking a significant step in deepening economic cooperation between Mixue Ice City and Brazil [4]. - The memorandum aims to enhance the import share of Brazilian agricultural products in Mixue's supply chain, with ApexBrasil providing necessary support for business and retail market expansion in Brazil [4]. Group 2: Market Expansion - Mixue Ice City has established 4,895 stores outside mainland China, covering 11 countries and regions, and has become the largest fresh tea beverage brand in Southeast Asia [5]. - The company is actively seeking new growth opportunities, including the recent announcement of franchise openings in Japan [5]. Group 3: Coffee Market Strategy - Mixue Ice City has been entering the coffee market since 2017 with its brand "Lucky Coffee," which has expanded to 5,400 stores nationwide as of April this year [7]. - The company has launched new coffee products this year, including Grape Iced Americano and Longjing Latte, and is promoting its coffee offerings through various channels [8]. Group 4: Market Potential and Performance - The coffee market is experiencing faster growth compared to the tea beverage market, with projections indicating a market size of 1,177 billion RMB for coffee in 2024, growing at 15.4%, compared to 1,757 billion RMB for tea at 8.2% [10]. - Mixue Ice City is expected to leverage the coffee market's potential to diversify its product line and strengthen its position in the new tea beverage market, with projected revenue of 24.83 billion RMB and a net profit of 4.45 billion RMB in 2024, marking significant year-on-year growth [11].