Understanding the Cost Behind Mixue's Pricing in Kenya

The recent discussion about Mixue Bingcheng's pricing in Nairobi highlights the broader challenges of expanding a food and beverage brand into new markets. A cup of bubble tea priced at 580 Kenyan shillings, roughly 32 yuan, seems high compared to China. However, local economic conditions, import costs, and operating expenses in Kenya contribute to this price. Netizens in Africa noted that similar drinks in Chinatowns cost even more, suggesting Mixue's pricing is competitive.

For entrepreneurs considering opening a coffee shop, whether in Africa or elsewhere, understanding these cost dynamics is crucial. Rent, ingredients, labor, and supply chain logistics vary widely by country. In many African nations, imported goods and specialty items carry higher price tags. This explains why a familiar brand like Mixue adjusts its menu prices abroad. completely, the debate reflects different perceptions of value and the realities of running a business across borders.

A cup of bubble tea costs just a few yuan to a dozen yuan in China, but at the Mixue Bingcheng store in Nairobi, Kenya, the menu price is as high as 580 Kenyan shillings, equivalent to about 32 yuan. A netizen in Africa photographed the price list and posted about it, sparking discussion among Chinese people everywhere. Some believe local prices are inherently high, so this pricing isn't outrageous; others, comparing it to places like Congo and Zimbabwe where a cup of milk tea often costs ten US dollars, exclaim that Mixue Bingcheng is "way too良心." This article will trace the origins of this pricing debate and explore the cost logic behind Chinese tea beverage brands expanding into Africa.

▲\n\nClick to follow | Daily specialty coffee culture magazine Coffee Workshop\n\nRecently, a netizen in Africa偶然 spotted the familiar Snow King signboard on a street in Nairobi, Kenya. Delighted, they walked into this Mixue Bingcheng, wanting to taste whether the milk tea in a foreign land still tasted like memory.\n\n

\n\nBut when this customer saw the drink price list posted in the store, their original excitement was instantly doused, and their mood suddenly cooled.\n\nFrom the photo taken by the customer, a cup of bubble tea is priced at 299 Kenyan shillings (about 17 yuan), and this is still the promotional price during the opening period. According to the store's regular menu, the same bubble tea actually sells for 580 Kenyan shillings (about 32 yuan).\n\n

\n\n(The upper image shows the discounted price, the lower image shows the menu price)\n\nFaced with this cup of milk tea that is much more expensive than in China, the netizen was quite emotional, pointing out that the average monthly income of local Kenyans is about 1,000 yuan, while most milk teas at Mixue Bingcheng here sell for around 30 yuan. Whether such pricing can be accepted by local consumers is truly doubtful. He couldn't help but joke that once Mixue Bingcheng reaches Africa, it probably shouldn't be called "Snow King" anymore, but rather "Blood King."\n\n

\n\nAfter the post was published, it attracted many netizens working and living in Africa to reply and discuss. In the eyes of some, Mixue Bingcheng's pricing is actually not exaggerated. They explained that in local Chinatowns in Kenya, milk tea generally sells for 800 or even 1,000 shillings, while the most expensive item on Mixue Bingcheng's menu is only 680 shillings. Compared side by side, "it's already cheap enough."\n\nNetizens from countries like the Democratic Republic of the Congo and Zimbabwe directly expressed envy, saying Mixue Bingcheng's prices are "way too良心," and shared local market conditions: "A cup of milk tea here is ten US dollars," "All milk tea and fruit tea here are 10 or 15 US dollars," "This price is fine, when I was in Uganda a cup was also this price."\n\n

\n\nThey said that many African countries are relatively short of supplies, and some production ingredients cannot be purchased locally and must be imported from other countries, which makes the overall prices in the local food and beverage industry high, and the prices of milk tea, Shaxian snacks, etc. clearly differ from those in China.\n\nAlthough Mixue Bingcheng has its own product supply chain, this chain has not yet covered Africa. Most materials need to be shipped across the ocean to local stores, and the logistics costs, tariffs, and cargo damage incurred along the way will undoubtedly push up raw material costs. Therefore, most people believe that to ensure store profitability, it is reasonable for the Kenya store's product pricing to be higher than in China.\n\n

\n\nAs for whether locals can accept such expensive milk tea, netizens said there is no need to worry. In their view, Mixue Bingcheng opening stores in Kenya is quite similar to when KFC and McDonald's first entered China. Although the pricing is on the high side, there will always be local consumers seeking novelty who are willing to pay and try it.\n\n

\n\nMoreover, besides local customers, Chinese people working and living in Africa also occasionally visit to buy a cup to satisfy their cravings. Some netizens working in Africa admitted that being able to drink a cup of milk tea from a Chinese brand in a foreign land is already very rare. Now seeing Mixue Bingcheng quietly enter the African market, while surprised, everyone also hopes to see the Snow King in more countries and hear that catchy song "I love you, you love me, Mixue Bingcheng sweet sweet."\n\nImage source: Xiaohongshu\n\nDisclaimer: Some images in this article are from the internet. For some content on the website, such as images, we will respect the original author's copyright and indicate the source. However, due to the large quantity, some images and texts may not have been credited in time. Please forgive us. If the original author has any disputes, they can contact the website for handling. Once verified, we will correct it immediately. Compiled and edited by "Coffee Workshop." Please indicate the source when reposting. If there is infringement, please inform us for deletion. Thank you~!\n\n

The above content is compiled by CoffeeHunters, a coffee news website.