Company Overview - Mixue, the world's largest restaurant chain, has opened its first store in the United States on Hollywood Boulevard, Los Angeles, on December 19, contributing to its global presence of over 53,000 stores [1] - The company primarily operates in China but has approximately 4,700 stores across 13 countries, including Australia, Japan, South Korea, Thailand, Malaysia, and Singapore [2] Competitive Positioning - Mixue differentiates itself with a "value-focused" pricing model, offering items priced between $1.99 and $4.99, including signature ice cream at $1.19, iced lemonades at $1.99, lattes at $2.99, and bubble teas starting at $3.99 [3] - The company aims to undercut competition by owning its supply chain, which is managed through a digital system for quality control from ingredient sourcing to distribution [6] Expansion Strategy - Mixue is actively pursuing a global strategy, with plans for further expansion in the U.S. market, starting with openings in New York and a broader presence across the Americas [4] - The beverage category is experiencing significant growth, outpacing the broader restaurant industry, which presents both opportunities and challenges for Mixue and other competitors [5] Operational Focus - The company plans to enhance its supply chain by expanding sourcing capabilities, improving logistics efficiency, and investing in production capacity and research and development to support sustainable growth while maintaining product quality and affordability [6]