This case study examines the meteoric rise of Mixue, China’s largest freshly-made beverage chain. It compares Mixue with the business model of Starbucks. It highlights Mixue’s aggressive overseas expansion—particularly in Southeast Asia—by leveraging partnerships with smartphone distributors. Key challenges include sustaining growth amid domestic market saturation and adapting its low-cost model to diverse international markets. The study concludes with an exploration of various strategic questions.
To learn about:
- Consumer psychology and market positioning
- Cost leadership and competitive advantages
- Franchising and business model innovation
- International expansion and localization strategies
- Mass Market
- Freshly-made Beverage
- Supply Chain Management
- Globalization
- Low-end Market
- Franchise Model
- Expansion Strategy
- SDG9 Industry, Innovation and Infrastructure
- SDG12 Responsible Consumption and Production
- Q32025
