Mixue is known as an affordable brand of ice cream and bubble tea. Starting at IDR 8,000, shoppers can get delicious ice cream cones. This is the journey of this Chinese ice cream brand.
Blend now so popular in Indonesia. These ice cream outlets are scattered across hundreds of locations. The color of the shop is red, white and it features the attention-grabbing snowman icon.
Many people love ice cream and bubble tea here. In addition to the various variants, the price is cheap. Ice cream cones, for example, are priced at Rp. 8,000.
So for Boba Sundae, various fruit teas and milk teas, only start from Rp. 16,000. Shoppers can also add toppings and adjust the level of ice and sugar in the drink.
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The variety of cool drinks at affordable prices is the mainstay of the Mixue menu. Photo: Instagram eatoutbdg via mixueindonesia
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Seeing the “crazy” expansion of Mixue in Indonesia, it turns out that in its country of origin, China, the facts are even more surprising! Quotes The next shark (23/10), Mixue stores have now reached more than 21,000 in China
His company, Mixue Bingcheng Co. Ltd. (MXBC) has even offered an Initial Public Offering (IPO) on the Shenzhen Stock Exchange. Last year, the Mixue brand earned up to $ 1.4 billion!
As for the story, Blend Zhang Hongchao was first founded in Zhengzhou, Henan Province, China, in 1997. His name at the time was Mixue Ice Cream & Tea. Unfortunately, Zhang’s business was closed due to product issues that were affected by the season.
Finally, in 1999, Zhang reopened an ice cream shop, but the name changed to Mixue Bingcheng (MXBC). This business did not immediately sell well.
The great success of Mixue came only in 2006, when they found the right product formulation and the right market, as cited by detikFinance (24/10). Mixue offers ice cream cone as a main menu. This type of ice cream was a hit in Zhengzhou in the 2008 Beijing Olympics series.
 Coffee Boba Sundae, a new ice cream variant proposed by Mixue Indonesia. Photo: Instagram mixueindonesia |
Mix the jelly watching the market. They cater to the low-end market with price-conscious student and employee shoppers. While other stores offer ice cream cones for 10 yuan (Rp 20,000), they only sell 2 yuan (Rp 4,000).
The mixture is growing rapidly. In 2007, Hongchao finally opened a franchise for anyone who wants to do business with Mixue. At its peak, Mixue is currently the best-selling ice cream and bubble tea brand in China.
By 2021, Mixue is expected to have a valuation of up to $ 2.8 billion, beating premium bubble tea brands like Nayuki’s Tea and Hey Tea. Revenue is also impressive, at $ 1.4 billion!
Mixue’s trick is to open its stores in smaller towns with lower income levels. Most of the purchases are also only take away (take away) so there are no large operating costs.
 Currently, the number of Mixue Indonesia stores is estimated to reach more than 300. Photo: Instagram mixueindonesia |
Currently, Blend expand abroad as well. In addition to Indonesia, this brand is also registered in approximately 30 markets, including Asia, the United States, Europe, Japan, Kyrgyzstan and Uzbekistan.
In Indonesia itself, the Mixue store was opened for the first time in 2020 in Cihampelas Walk, Bandung. Currently it is estimated that the outlets reach more than 300. Now the franchise is also still stepped up by Mixue.
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