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Research on the Operation Mode and Corporate Strategy of MIXUE Ice Cream & Tea
- 1 Chengdu Tianfu school, Chengdu, China
* Author to whom correspondence should be addressed.
Abstract
As a leading brand of tea drink chain in China, in recent years, MIXUE Ice Cream Tea (MIXUE Bingcheng) has completed its industrial layout by rapidly expanding its stores by virtue of its advantages in the market. In the process of brand operation also based on price, supply chain management, franchise mode, and brand IP quickly become one of the important brands in China's milk tea beverage industry. Therefore, this paper analyzes MIXUE Ice Cream and Tea's strategic decisions (including price, supply chain, franchise model, and IP management) to find out the unique business model of MIXUE Ice Cream and tea and discusses the key factors that make it stand out in the fierce market competition. The analysis shows that MIXUE Ice Cream & Tea 's low price and efficient supply chain play an important role in its rapid expansion and market share growth, while effectively reducing operational risks and costs.
Keywords
franchise model, price advantage, supply chain, brand IP, risk resistance
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Cite this article
Zhang,Q. (2025). Research on the Operation Mode and Corporate Strategy of MIXUE Ice Cream & Tea. Journal of Fintech and Business Analysis,2(1),70-74.
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Journal：Journal of Fintech and Business Analysis
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