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Mixue: The Asian Tea Industry's Wolf in Sheep's Clothing - Teaching Note
Paul W. Beamish; Julia Hou; Ann KamauTeaching Note IVEY-W34033-EDecision Analysis, MarketingTeaching note for product W34032.Starting at €0.00
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Mixue: The Race to Stay Ahead in the Asian Tea Industry
Paul W. Beamish; Julia Hou; Ann KamauCase IVEY-W34032-EDecision Analysis, MarketingFounded in 2006, Mi Xue Bing Cheng (Mixue) had become widely popular in the Chinese market by June 2021. Mixue achieved very high levels of growth by using a low-price high-volume strategy, a clever marketing campaign, and an unconventional geographic expansion strategy that emphasized secondary markets. However, the domestic market was becoming too saturated. Seeing Mixue gain recognition, new competitors started imitating its business model and...Starting at €8.20