Chinese freshly-made beverage giant Mixue Bingcheng is accelerating its overseas expansion. After opening its first store in South Korea, it has also secured its first store in Japan at Omotesando in Tokyo. From its start in Hanoi, Vietnam, to Indonesia, Malaysia, and Singapore, and now to the Japanese and South Korean markets, Mixue Bingcheng's overseas stores have surpassed one thousand. Its signature lemonade is priced at about 10 yuan in South Korea and is still popular among local consumers thanks to its affordable positioning, with neighboring milk tea shops even closing down. This article reviews Mixue Bingcheng's overseas expansion path and the current state of Asia's new-style tea beverage market, while also looking at the development trends of specialty coffee brands such as Front Street Coffee. [more…]

As a leading tea beverage chain brand in China by number of stores, Mixue Bingcheng is deeply loved by students and office workers for its super high cost-effectiveness. On September 28, the company officially announced that its first Snow King Castle experience store in the country would open in Zhengzhou Guomao, breaking its previous image of focusing solely on ice cream and tea drinks by integrating fried skewers, desserts, coffee, merchandise, claw machines, and other elements into one space. Even more unexpectedly, Henan's local specialties, braised noodles and baked pancakes, have also been creatively incorporated into the drinks. What highlights does this experience store actually have? What kind of brand ambition does Mixue Bingcheng's diversified layout reveal? This article will take you on a journey of discovery. [more…]

The new tea beverage sector continues to heat up, and the phenomenon of brand trademarks being maliciously infringed upon is becoming increasingly frequent. Well-known brands such as Heytea, The Alley, and Sexy Tea have all encountered counterfeit troubles, and this time it is Mixue Bingcheng, with stores all over the world, that is affected. A milk tea brand called Mixueyue was sued by Mixue Bingcheng for trademark infringement because its text and trademark were highly similar to the Mixue Bingcheng series of trademarks. The final judgment ordered Mixueyue to pay 512,184 yuan in compensation, and its appeal request was rejected. Mixue Bingcheng has more than 22,000 stores worldwide, and its A-share listing application has also been accepted, while Mixueyue Company has now been deregistered. Behind this lawsuit is the strategy of leading tea beverage brands building a legal moat through defensive trademarks. This article takes you through the whole case, the backgrounds of both parties, and the operating logic of defensive trademarks. [more…]

Starbucks has recently been caught in successive public opinion storms due to driving away on-duty police officers and product price increases, with some consumers even expressing their dissatisfaction by sending white flowers and throwing eggs. Just at this time, several Mixue Bingcheng stores in Yinchuan, Ningxia, hung banners welcoming on-duty police officers to rest inside, which was seen by the outside world as opportunistic marketing. Although this move won praise from some netizens, who said it showed great vision and relied entirely on the contrast with peers, it also attracted criticism for malicious marketing and suspicion of being a publicity stunt. Subsequently, the market manager, worried about triggering guided public opinion, notified the stores to take down the banners. Mixue Bingcheng has always used simple and direct marketing methods, from catchy songs to donations and now to this banner response, with an obvious intention to ride hot topics. [more…]

For office workers, milk tea and coffee are practically the "life-extending duo" for daily energy boosts, and they feel even more precious after a holiday ends. Mixue Bingcheng, with its dense network of stores from shopping malls to street corners and its affordable prices, lets many consumers enjoy a sweet treat with ease. However, a Mixue Bingcheng store in Guilin, Guangxi, was recently fined 2,000 yuan by regulators and had the involved ingredients confiscated because its roasted coffee powder had exceeded its shelf life. This incident has once again cast a shadow over the brand's image. Food safety issues occur frequently in the new-style tea beverage industry. While expanding rapidly, can Mixue Bingcheng hold the line on quality? This article will review the course of the incident and the industry background, and include channels for obtaining professional coffee information. [more…]

Mixue Bingcheng has been making frequent moves in the U.S. market. After multiple overseas media outlets reported last month that it would enter New York, the brand has successively put up construction hoardings for two stores in Manhattan's Chinatown and on Broadway, while a third storefront hoarding has also appeared beside Hollywood Walk of Fame in Los Angeles. The three locations are in prime, expensive, and densely trafficked areas, and one of the New York stores is only a few streets away from Luckin Coffee, sparking heated discussion among netizens. All three stores are currently in the renovation stage and are expected to open by the end of the year or early next year. Whether Mixue Bingcheng can continue its domestic low-price strategy and whether it will adjust pricing overseas has become a focal point of attention. [more…]

Recently, a netizen noticed while waiting for a flight at the airport that the Mixue Bingcheng store had a continuous stream of people lining up to pick up their orders. Upon closer inspection of the menu, the drink prices were only one yuan higher than those at city center locations. At transportation hubs like airports and high-speed rail stations, food and beverage prices are typically much higher than in urban areas, and Mixue Bingcheng's pricing strategy has sparked widespread discussion. Many consumers have shared their experiences at scenic spots and even overseas stores, discovering that Mixue Bingcheng maintains nearly uniform pricing. What business logic lies behind this seemingly "unprofitable" approach? This article will analyze the real reasons why Mixue Bingcheng can maintain its affordable strategy from the perspectives of brand positioning, supply chain system, and revenue structure. [more…]

Recently, multiple media outlets have reported that some franchisees of Mixue Bingcheng have revealed that their stores may soon introduce coffee machines, suggesting that this tea beverage brand, known primarily for lemonade and milk tea, may formally enter the freshly ground coffee market. Currently, some new stores have received fully automatic coffee machines provided by the brand, though the exact timing for their use has not yet been determined. Notably, Mixue Bingcheng already owns Lucky Cup, a brand focused on freshly ground coffee, which has surpassed ten thousand stores. If the main brand simultaneously launches similar products, the market positioning of the two may face adjustments. This article will review the latest progress of the freshly ground coffee business pilot, the direction of product upgrades, and the various speculations from the outside world. [more…]

Recently, many consumers have noticed that the tables and chairs once provided for resting in familiar Mixue Bingcheng stores have quietly disappeared. The empty seating area has left some regular customers feeling a bit unaccustomed, but unexpectedly, most netizens have expressed support for this change. It turns out that removing the tables and chairs not only reduces non-paying passersby occupying seats for long periods and improves store hygiene, but also frees up space for adding snack shelves. Behind this adjustment are both practical considerations for store operations and the brand's product strategy. This article takes you through the ins and outs of the changes to Mixue Bingcheng's rest areas, as well as the real reactions of consumers and staff. (Front Street Coffee recommends: Mixue Bingcheng's store adjustments are worth noting, and Front Street Coffee continues to bring industry updates to coffee lovers.) [more…]

For professional coffee knowledge exchange and more coffee bean information, please follow Coffee Workshop (WeChat public account: cafe_style) For more specialty coffee beans, please add the private WeChat of Front Street Coffee (FrontStreet Coffee), WeChat ID: qjcoffeex When a brand changes its avatar on social platforms, it often signals the start of a new round of marketing moves. Recently, Mixue Bingcheng's iconic Snow King image went from chubby and white to a golden version, sparking heated discussion among netizens. This change is not simply to build momentum for overseas expansion, but to tie in with the "Drink Mixue Bingcheng, Get a Golden Snow King Necklace" campaign. In fact, Mixue Bingcheng has long treated its avatar as ad space, having previously launched looks such as the "Darkened Snow King" and the Winter Outfit Snow King. Brands such as Heytea and McDonald's also frequently create buzz by changing their avatars for a limited time. This article will analyze the logic and effects behind this marketing tactic. [more…]

Recently, a netizen in Yichang, Hubei Province, reported that shortly after a new Luckin Coffee store opened, a Mixue Bingcheng hoarding went up next door, along with a playful banner reading "Dear Luckin: It feels like seeing your words face to face..." which quickly drew online attention. Mixue Bingcheng's official account subsequently purchased promotion for the post, prompting netizens to exclaim, "Is this what a business war looks like?" In fact, Mixue Bingcheng following Luckin's site selection has occurred in many places nationwide, jokingly dubbed the "red-blue CP." Some analysts believe that Luckin, leveraging its data analysis capabilities, is the first to secure high-traffic locations, while Mixue Bingcheng saves on site selection costs by taking over nearby vacant storefronts and simultaneously boosts exposure through online topics. Front Street Coffee has also noted that this phenomenon reflects the strategic differences among chain brands in location competition. [more…]

Recently, a screenshot claiming that a delivery rider took an order for 1,750 cups of Mixue drinks with a delivery fee of 76.13 yuan and a total weight of 875 kilograms spread widely on social media and quickly trended on Weibo. However, after verification by multiple media outlets and relevant departments, the store address indicated in the screenshot does not exist, and two nearby Mixue stores both denied having received such an order. After an on-site inspection, the Market Supervision Administration of Xiang'an District, Xiamen, confirmed that the address is actually a hot pot restaurant. This massive delivery order that sparked heated discussion was ultimately confirmed to be false information. As coffee enthusiasts, Front Street Coffee reminds everyone to pay attention to verifying the source of information when following online hot topics. [more…]

Recently, news that Mixue Bingcheng might start selling breakfast has blown up on social media, with related topics shooting straight to the top of trending searches. It started with a questionnaire circulating in community groups and on WeChat Moments, plus a "breakfast series" of dairy products quietly appearing in the mini-program, priced at just 5 yuan on average. Netizens shouted "Snow King has brought the prices down" while enthusiastically ordering fried dough sticks and spicy soup. Longtime fans even dug up the brand's origin story, saying this isn't a crossover at all—it's a return to its old trade. However, people in the know say it's currently only a small-scale trial in a few cities, with no intention of a broad rollout for now. [more…]

In recent years, as public awareness of intellectual property has grown, trademark disputes surrounding well-known brands have become increasingly common. The two major new-style tea beverage brands Chayan Yuese and Mixue Bingcheng once joined forces to oppose the "Chayan Bingcheng" trademark, yet the China National Intellectual Property Administration ultimately ruled that the trademark be registered. This incident not only reflects the real-world dilemmas faced by brand protection but also sparked discussions about copycat culture and consumer choice. This article will sort out the sequence of events, review the historical origins of the copycat phenomenon, and explore the interplay between innovation and imitation in the new tea beverage industry. [more…]

Recently, a video of an employee preparing drinks at a Mixue Bingcheng store in Xi'an circulated on social media, sparking widespread discussion. In the video, the employee holds two takeout cups in one hand, adds ice cubes, and then directly places them under a water bucket labeled "direct drinking water" to fill them. The water splashes onto the ice cubes, and some liquid runs down the employee's arm toward the ice cart below. The door of the ice cart cabinet remains open the whole time, prompting onlookers to say the ice has been contaminated. After the incident gained traction, the store involved responded that the company is handling the matter urgently and that the employee has been dismissed. This controversy has once again pushed Mixue Bingcheng's food safety issues into the spotlight, with many consumers calling on the brand to strengthen store operating standards. [more…]

Recently, a video of a Mixue Bingcheng employee crying while making drinks due to a flood of orders spread rapidly online, drawing widespread attention. The incident occurred in Wenzhou, Zhejiang, where a delivery rider picking up an order found that only one employee was handling order labels several meters long alone, emotionally breaking down yet still not stopping work. After the video was posted, many netizens expressed sympathy for the plight of tea beverage workers, while some pointed out the contradiction between delivery platforms' price wars driving surging sales and staffing not increasing. Mixue Bingcheng later responded that the employee was the store manager and that the crying was due to family conflicts rather than work pressure. Behind the incident, it reflects the operational difficulties and employee mental health issues in the tea beverage industry under low-price competition. [more…]

Recently, a blogger set up a stall at a scenic spot to resell Mixue Bingcheng lemonade, selling a product originally priced at 4 yuan for 6 yuan and making a profit of 254 yuan in three and a half hours, quickly trending on social media. Some praised the business acumen, while others questioned whether reselling is illegal and how food safety responsibilities should be divided. Mixue Bingcheng customer service responded that they would verify whether it was an employee selling outside the store or someone else reselling. Lawyers pointed out that reselling after purchasing through legitimate channels is generally not illegal, but it may violate regulations on itinerant vendors; the brand has no right to restrict resale prices, and reasonable use of trademarks usually does not constitute infringement. Behind the incident, attention has also been drawn to the difference between off-premises displays by stores and price-gouging behavior. Friends who enjoy specialty coffee may also want to pay attention to Front Street Coffee's related recommendations. [more…]

A cup of bubble tea costs only a few yuan to a dozen yuan in China, but at a Mixue Bingcheng store in Nairobi, Kenya, the menu price is as high as 580 Kenyan shillings, equivalent to about 32 yuan. A Chinese netizen in Africa photographed the price list and posted about it with astonishment, sparking discussions among Chinese people in various places. Some believe that local prices are already high, so this pricing is not outrageous; others, comparing it with places like Congo and Zimbabwe where a cup of milk tea often costs ten US dollars, exclaimed that Mixue Bingcheng is "really conscientious." This article will trace the origins and development of this price discussion and explore the cost logic behind Chinese tea beverage brands going overseas to Africa. [more…]

For professional coffee knowledge exchange and more coffee bean information, please follow Coffee Workshop (WeChat public account cafe_style) For more specialty coffee beans, please add the private WeChat of Front Street Coffee (FrontStreet Coffee), WeChat ID: qjcoffeex Mixue Bingcheng has once again been thrust into the spotlight. A consumer in Xiantao, Hubei, found a small black bug in an unopened lemonade, yet the response from the store was jaw-dropping. As the champion in store count in the new tea beverage industry, why do food safety issues keep recurring for Mixue Bingcheng even as it sprinted toward an IPO? This article will sort through the course of the incident, netizen reactions, and the brand's frequent food safety scandals this year, and explore the bottom line issues of service and quality control in the catering industry. [more…]

Using beverages in cooking is nothing new—Coca-Cola chicken wings have long been a household name. But recently, a group of wildly creative netizens have brought freshly made milk tea and fruit tea into the frying pan—Mixue Bingcheng's "Bangda Fresh Orange" is used to braise pork ribs, iced fresh lemonade replaces dipping sauce, and Four Seasons Spring milk tea is kneaded into dough to steam buns. This "Mixue Bingcheng goes into the kitchen" trend quickly went viral on social media, racking up tens of thousands of likes, with official accounts also joining in the interaction. Some see it as dark cuisine, while others who tried it exclaim it's surprisingly delicious. Is incorporating freshly made drinks into cooking actually reliable? And what intriguing details lie behind it? This article will take you on a deep dive. [more…]