Mixue Ice Cream & Tea, founded in Henan in 1997, has rapidly grown into a global beverage giant, surpassing Starbucks with over 45,000 stores worldwide. Despite a tough market, Mixue’s strategy of offering affordable products, such as Pearl Milk Tea and Ice Fresh Lemonade, has fueled its success.
Mixue’s revenue comes primarily from selling goods and equipment to franchisees, which makes up over 95% of its earnings. The company’s unique model of self-producing 60% of its raw materials allows it to control costs and expand quickly, with the number of stores increasing from 20,000 to nearly 46,000 in just a few years.
Mixue’s aggressive expansion, low-cost products, and efficient operations have made it the “Snow King” of the global beverage market.
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