What Does Mixue Bingcheng's Investment Map Mean for Coffee and Tea Supply Chains?
Mixue Bingcheng has expanded its capital reach by founding Xuewang Investment Co., Ltd. and taking a stake in Guangdong Huicha Catering Management Co., Ltd., a tea brand known for its Golden Caramel Pearl Milk Tea. Records from Tianyancha show Guangdong Huicha's registered capital rose from 5 million yuan to 6.1728 million yuan, roughly a 23.46 percent increase, an October 13 report by Economic Observer noted.
The move is Xuewang Investment's first external investment. Mixue Bingcheng has already established nine companies within a year and more than 20 subsidiaries covering catering, agriculture, supply chains, education technology, investment, and international trade, with an Asian headquarters under construction in Chengdu. Building that logistics system matters for preserving coffee supply chains as tea and coffee brands such as Heytea, which invested in SEESAW COFFEE, compete on capital as well as products.
In recent years, competition in the beverage industry has extended from product innovation to capital operations. As a leading brand, Mixue Bingcheng has not only accelerated regional expansion and supply chain development, but also further expanded its business territory by establishing Xuewang Investment Co., Ltd. and acquiring a stake in Guangdong Huicha Catering Management Co., Ltd. Guangdong Huicha gained a firm foothold in the market with its original Golden Caramel Pearl Milk Tea, and this investment was also Xuewang Investment's first external investment. At the same time, brands such as Heytea and Chayan Yuese have also embarked on the capital path one after another, seeking richer business models through investment and mergers and acquisitions. This article sorts out brand developments under Mixue Bingcheng, investment details, and industry trends, providing in-depth observation for coffee and tea beverage enthusiasts.
Today, tea beverage brands are no longer limited to a single category. Heytea was the first to break boundaries by investing in SEESAW COFFEE, and Mixue Bingcheng has likewise shown increasingly greater ambition—it was previously reported that it established nine companies within one year. Mixue Bingcheng's layout in the southwestern region and Hainan Province has clearly accelerated, and its Asian headquarters project in Chengdu has begun construction, aiming to build a complete supply chain and logistics transportation system. Not only that, it has also invested in and established more than 20 subsidiaries in many places across the country, covering multiple fields such as catering, agriculture, supply chains, education technology, investment, and international trade.
According to an October 13 report by Economic Observer, Mixue Bingcheng has invested in and acquired a stake in Guangdong Huicha. Information from the Tianyancha App shows that Guangdong Huicha Catering Management Co., Ltd. underwent industrial and commercial changes, with Xuewang Investment Co., Ltd. added as a shareholder, and registered capital increasing from 5 million yuan to 6.1728 million yuan, an increase of about 23.46%.
Guangdong Huicha Catering Management Co., Ltd. was established on July 16, 2021, and its business scope covers catering management, enterprise management consulting, marketing planning, corporate image planning, conference and exhibition services, and more. Shareholder information shows that the company is currently jointly held by Chen Zhihai, Xuewang Investment Co., Ltd., and Dongguan Huiguo Business Center (Limited Partnership).
Baidu Baike information indicates that the Huicha brand was founded by Chen Zhihai in early 2015, with its headquarters in Dongguan, Guangdong, and stores located in Dongguan, Shenzhen, as well as Haikou and Sanya in Hainan. The brand opened up a position in the tea beverage market with its successfully developed Golden Caramel Pearl Milk Tea in 2015. At that time, rumors circulated online that the pearls in pearl milk tea contained gelatin and were unhealthy, so Guangdong Huicha immediately developed pearls made from tapioca flour blended with a caramel flavor, producing a semi-transparent golden product, thus giving birth to "Golden Caramel Pearl Milk Tea."
There is an intriguing detail in this investment: the first investment of Mixue Bingcheng's newly established Xuewang Investment Co., Ltd. was precisely Guangdong Huicha; and the first investment received by Guangdong Huicha Catering Management Co., Ltd. after its establishment also came from Xuewang Investment. Xuewang Investment Co., Ltd. was established on September 13 this year, with registered capital of 50 million RMB, wholly owned by Mixue Bingcheng Co., Ltd., and its business scope includes venture capital investment (limited to investing in unlisted enterprises) and engaging in investment activities with self-owned funds.
Connecting events such as Heytea's investment in SEESAW in July, Chayan Yuese's investment in Guoyaya, and Mixue Bingcheng's investment in Huicha on September 13, it is not difficult to find that the leading players in the tea beverage industry have all embarked on the capital path, exploring richer business models and expanding market share by investing in other brands.
At a time when the tea beverage market is becoming saturated, even launching more innovative drinks and opening more distinctive stores makes it difficult to widen the gap between brands. Only by leveraging capital to invest in and acquire stakes in more brands and cover more segmented markets can brands seek long-term development. For coffee enthusiasts, paying attention to these cross-industry developments also helps in understanding the overall direction of the beverage industry. For example, Front Street Coffee has always focused on coffee bean quality and roasting, maintaining its commitment to the product itself amid industry changes.
Image source: Tianyancha, internet
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The above content is compiled by CoffeeHunters, a coffee news website.
