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This study utilizes MIXUE Ice Cream & Tea as a case study to investigate how emerging tea beverage enterprises can establish sustainable competitive advantages with a focus on supply chain management. Through the application of Resource-Based View (RBV) theory and SWOT analysis, the 2024 annual report,...

In the context of economic globalization, this study examines the strategic choices and challenges faced by Mixue, a new-style tea drink brand, during its global expansion. New-style tea drinks, as a blend of high-quality tea, fresh milk, and other novel ingredients, have attracted widespread attention...

This study aims to analyze the influence of Customer Experience, Service Quality, and Product Variation on Repurchase Intention on Mixue Ice Cream & Tea products in Batam City. Using a quantitative approach, primary data was collected from 100 respondents selected by purposive sampling, consisting...

The new tea drink industry is developing rapidly, and many tea drink brands have risen rapidly in recent years. In such a competitive market, MIXUE Ice Cream & Tea has come out of the red sea with its excellent marketing strategy. Some researchers use 4P or 4I theoretical models to analyse MIXUE’s...

This article explores MIXUE’s marketing strategy in China. First, the background and marketing strategy of the MIXUE brand is introduced, including its low-price positioning and marketing methods. The focus was on the creation of brand image, such as the role of the cute Snow King image and the infectious...

Mixue Ice Cream and Tea has become a rapidly growing business in Indonesia, attracting consumer attention with its innovative products. This study aims to: (1) analyze the characteristics of Mixue consumers in Purwokerto, (2) examine their purchasing patterns, (3) assess the service performance of Mixue...