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Mixue Bingcheng takes page from Labubu with Snow King merch
Mixue’s large store in Guangzhou is part of its efforts to differentiate itself from competitors.
2 mins read
Mixue Bingcheng
Luckin’s latest acquisition and Mixue’s coffee trials point to a widening split in strategy.
Early signs of strain are emerging as the company approaches 60,000 locations.
Closures in Indonesia and Vietnam mark growing pains, but domestic scale, coffee, and new supply hubs give the group fresh momentum.
China’s largest made-to-order beverage company (and the second largest globally) is set to go public in Hong Kong amid an ambitious global expansion initiative.
Chinese tea brands are surging into Southeast Asia in large numbers, but persistent supply chain issues could pose challenges in the long run.
Mixue Bingcheng is earning good money in China, but the perennial challenge of managing franchise stores en masse remains an ongoing struggle.
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The story of how the Zhang brothers transformed a humble ice shop into a franchising empire with over 18,000 stores worldwide.