Mixue, China's largest made-to-order Ice Cream & Tea drinks brand, expanding in Malaysia
July 25, 2024
The story is that Zhang Hongchao, founder of Mixue, started a small ice shop selling bingcheng (freshly shaved ice dessert) in Zhengzhou, Henan province in 1997. It was a novel idea then and people liked it. His brother, Hongfu joined him a decade later. The Zhang brothers established centralised factories, warehouses and a global procurement network that supported their expansion of stores. They boast of the largest and most complete end-to-end supply chain system in China for the freshly made beverage sector. Expansion overseas began with the first store in Vietnam in 2018. Mixue is now in more than 11 countries.
| 200+ STORES HERE, MIXUE THRIVES ON QUALITY & VALUE FOR MONEY |  |
MIXUE, China's largest made-to-order ice cream & tea drinks brand ( more than 33,000 stores worldwide) is expanding fast in Malaysia and globally. It has filed for IPO in Hong Kong in January 2024. Mixue's top 3 bestsellers are its freshly squeezed iced lemonade (Rm3), ice cream (RM2) and pearl milk tea (Rm5). Its strategy of quality and affordability is quite a winning formula. There are over 200 outlets here and still growing.5 types of store / kiosk format available for franchise by the company. Possibly one of the lower franchise cost models ( mixuemalaysia.com).
The story is that Zhang Hongchao, founder of Mixue, started a small ice shop selling bingcheng (freshly shaved ice dessert) in Zhengzhou, Henan province in 1997. It was a novel idea then and people liked it. His brother, Hongfu joined him a decade later. The Zhang brothers established centralised factories, warehouses and a global procurement network that supported their expansion of stores. They boast of the largest and most complete end-to-end supply chain system in China for the freshly made beverage sector. Expansion overseas began with the first store in Vietnam in 2018. Mixue is now in more than 11 countries.
ACKNOWLEDGEMENTS
- Entrepreneur Campfire. Lu Wee Tang. https://entrepreneurcampfire.com/franchise-company/mixue/
- Mixue Malaysia. http://mixuemalaysia.com/menu
- China Daily.com. 27 March 2024. Zheng Yiran. https://global.chinadaily.com.cn/a/202403/27/WS66038f67a31082fc043bef17.html
- China Daily. 29 January 2024. Zheng Yiran. http://www.chinadaily.com.cn/a/202401/29/WS65b6fd88a3105f21a507ec5e.html
- Travel China Guide. https://www.travelchinaguide.com/intro/cuisine_drink/tea/
- Asia Food & Beverages. https://asiafoodbeverages.com/mixue-bingcheng-aims-for-us1-billion-ipo-with-ambitious-global-expansion/
- Lifestyle Asia. 21 Dec 2023. Elaine Yu. https://www.lifestyleasia.com/hk/dining/mixue-ice-cream-tea-store-opening-ipo-hong-kong-info/
- Inside Retail. 4 January 2024. Reuters. https://insideretail.asia/2024/01/04/chinese-tea-chains-mixue-and-guming-file-for-hong-kong-ipo/
- Caixin Global. 4 January 2024. Sun Yanran, Feng Yiming and Denise Jia. https://www.caixinglobal.com/2024-01-04/chinas-largest-milk-tea-seller-mixue-applies-for-hong-kong-ipo-102152719.html
