Mixue Ice Cream & Tea: Revolutionizing China´s Bubble Tea Game
In a world accustomed to paying more than Â¥25 for a cup of bubble tea, Mixue Ice Cream & Tea (Mixue) from Zhengzhou, China, boldly introduced a Â¥7 deal. The company´s founders did not just offer a lower price but reinvented the game. Their formula of high quality at an affordable price, combined with a sticky social media strategy, was an instant hit among younger generations. In March 2023, as Mixue continued to dominate the Chinese market, the founders faced a choice regarding their company´s future growth: should they continue to expand globally, or should they pivot to the coffee market and revolutionize yet another beverage industry?
Collection: Ivey Business School (Canada)
Ref: IVEY-W38735-E
Format: PDF
Number of pages: 13
Publication Date: Aug 27, 2024
Language: English
Description
In a world accustomed to paying more than Â¥25 for a cup of bubble tea, Mixue Ice Cream & Tea (Mixue) from Zhengzhou, China, boldly introduced a Â¥7 deal. The company´s founders did not just offer a lower price but reinvented the game. Their formula of high quality at an affordable price, combined with a sticky social media strategy, was an instant hit among younger generations. In March 2023, as Mixue continued to dominate the Chinese market, the founders faced a choice regarding their company´s future growth: should they continue to expand globally, or should they pivot to the coffee market and revolutionize yet another beverage industry?
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Year: 2023
Learning Objective
This case can be used in undergraduate- and graduate- level courses on marketing strategy and principles of marketing. After working through the case and assignment questions, students will be able to do the following: Assess Mixue´s marketing strategy and tactics. Examine Mixue´s disruptive processes within China´s new-style tea industry during the COVID-19 pandemic. Evaluate strategic options by formulating recommendations for Mixue´s future growth and expansion.
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"Mixue Ice Cream & Tea: Revolutionizing China´s Bubble Tea Game"
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