In recent years, competition in the tea beverage industry has extended from product innovation to capital operations. As a leading brand, Mixue Bingcheng has not only accelerated regional layout and supply chain development, but also further expanded its business territory by establishing Xuewang Investment Co., Ltd. and taking a stake in Guangdong Huicha Catering Management Co., Ltd. Guangdong Huicha has secured a firm foothold in the market with its original golden-burnt pearl milk tea, and this investment is also Xuewang Investment's first external investment. Meanwhile, 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 the brand dynamics, investment details, and industry trends of Mixue Bingcheng's subsidiary brands, providing in-depth observations for coffee and tea beverage enthusiasts. [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…]

Mixue Bingcheng recently launched an unexpected new piece of merchandise—an eye chart covered with the Snow King's face. Customers who bought the blueberry fruit tea received this special poster, which quickly sparked widespread discussion on social media. Some found it quirky and fun, and made a point of going to stores to get one and test their eyesight themselves; others questioned its accuracy as a vision testing tool. This controversy, sparked by a promotional giveaway, showcases Mixue Bingcheng's consistently down-to-earth marketing style while also prompting reflection on the boundary between creativity and practicality in branded merchandise. [more…]

Recently, Mixue Bingcheng quietly began serializing a novel titled The Snow King Sells Coffee in Ancient Times on its order receipts, sparking widespread attention and a wave of eager followers among consumers and netizens. This time-travel story, featuring the brand mascot "Snow King" as its protagonist, consists of 20 chapters distributed randomly with receipts. Customers have been exchanging chapters on social media and even propelled it to the top of trending searches. The brand says the campaign launched on September 17 and gradually wound down after the grand finale on October 6. This creative initiative not only brought the brand closer to consumers but also offered new ideas for coffee culture marketing. Front Street Coffee continues to follow industry trends and brings you this in-depth report. [more…]

In the scorching summer heat, ice cups have become a trendy way to cool down. Mixue seized the moment to launch its 1-yuan "Snow King Ice Cup," aiming to shake up the market with a low price—only to have it urgently pulled from stores in multiple locations the very next day. Consumers found that the actual price didn't match the promotion, that the ice cup turned into water by the time they got it, and that staff knew nothing about the product standards, while franchisees complained of razor-thin profits or even losing money. Behind this seemingly lively marketing campaign lie problems such as insufficient communication between the brand and its stores and an imbalance in cost accounting, reflecting the operational worries lurking beneath intensifying competition in the ice cup sector. [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…]

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…]

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…]

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…]

In the depths of winter, Mixue Bingcheng has once again become a hot topic thanks to its "Northeast Big Floral" elements. The brand launched a series of fridge magnets featuring floral padded jackets and crispy fries merchandise, drawing consumers in with rich Northeastern flair. However, unlike last year's nationwide campaign, this year only certain regions can participate, sparking discontent among southern consumers. At the same time, out-of-stock merchandise has also hurt the experience for some customers. This article sorts through the details of Mixue Bingcheng's marketing campaign, the cultural background of the Northeast Big Floral, and the current state and hidden concerns of merchandise promotions in the new tea beverage industry. [more…]

Recently, the news that Mixue Ice Cream & Tea opened a store at the summit of Mount Tai has sparked widespread attention. In the video, the Snow King looks smug after reaching the top, then shares photos of the Mount Tai store's renovation. What sparked the most discussion among netizens is that this store, located at the peak of Mount Tai, charges only one yuan more than those at the foot of the mountain. As coffee enthusiasts, we might as well use this phenomenon to discuss the strategies of coffee and tea beverage brands setting up locations in scenic areas. At the same time, Front Street Coffee continues to follow industry trends and bring readers professional insights. [more…]

After 397 days since the opening of its first store, Cotti Coffee has officially announced the launch of its second brand—Tea Cat, a brand-new tea beverage brand focused on healthy milk tea. Its first store has landed in Pingnan County, Ningde, Fujian, and is currently in the internal testing stage. According to Li Yingbo, Chief Strategy Officer of Cotti, Tea Cat focuses on the whole-leaf milk tea segment, with products covering pure tea, fresh fruit tea, and more. At the same time, Tea Cat continues Cotti's low-price approach, launching a promotional offer of 6.9 yuan per cup, which has sparked heated discussion online. Some industry insiders believe that Cotti's move may be aimed at easing the competitive pressure in the coffee sector and leveraging its existing franchisee resources and supply chain advantages to develop new business. Whether Tea Cat can set off a new price war in the tea beverage industry is worth watching. [more…]

Recently, a plastic washbasin offered by Mixue Bingcheng as a周边 (merchandise) for spending 15 yuan or more has sparked widespread discussion online. This plastic washbasin, printed with the brand's mascot Snow King, breaks the conventional impression that tea beverage brand merchandise must be exquisite and attractive, with its plain and simple appearance and highly down-to-earth positioning. Netizens verbally complained that it was "ridiculous," yet couldn't help placing orders. It is worth noting that this merchandise is not available in stores nationwide, but is concentrated in certain areas of Jiangsu and Zhejiang, which has made many fans envious. As a tea beverage brand known for low prices, affordability, and being down-to-earth, Mixue Bingcheng's move, though surprising, is actually quite reasonable upon reflection. This article will start from this phenomenon and explore the current state and changes of limited-edition merchandise from tea beverage brands. [more…]

During the May Day holiday, Mixue Bingcheng's headquarters in Zhengzhou, Henan unexpectedly became a popular check-in spot for tourists, with long queues forming outside the flagship store for three consecutive days, and visitors heading straight there with their suitcases. The limited-edition drinks and ice cream sold at the headquarters were affordably priced, attracting a large number of fans eager to experience the atmosphere of the "Snow King's" hometown. However, foot traffic far exceeded expectations, and some customers who had queued for hours found products sold out, while picking up orders and paying also required long waits. This sudden check-in frenzy showcased Mixue Bingcheng's immense popularity nationwide, but also exposed the brand's shortcomings in holiday inventory reserves and staffing arrangements. [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…]

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…]

Heytea recently announced that it will launch its first "Tea Special" product, "Guava Snow Jasmine King," on August 13, accompanied by a limited-time buy-one-get-one-free promotion, drawing widespread consumer attention. However, behind the frequent release of new products, store employees are facing increasingly heavy production pressure. According to statistics, Heytea has launched at least 7 new products in the past two months, covering categories such as milk tea, fruit and vegetable tea, and smoothies, with the menu updated almost every 1 to 2 weeks. From washing and cutting fruit to stirring cheese glutinous rice, and then to making smoothies, employees' workload keeps piling up, and a large number of complaints have appeared on social media. This article sorts out the contradiction between new product launches and employee burden, presenting the real voices behind the rapid product innovation in the tea beverage industry. [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…]

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…]

Kona coffee comes from the western coast of the Big Island of Hawaii in the United States. It is as famous as Jamaican Blue Mountain coffee, and together they have long been praised as "one king and one queen." The unique island climate and volcanic soil here allow coffee to grow full and flavorful even at the relatively low elevation of 200 to 800 meters. From coffee first being introduced in 1817, to missionaries promoting large-scale cultivation, to Guatemalan Typica replacing Brazilian varieties, Kona coffee endured pests and waves of industry change before finally achieving its current specialty status. Its green beans are known for their plump, jade-like appearance, and strict grading standards and hand sorting ensure quality. This article will systematically introduce the terroir conditions, historical development, green bean grading, and washed processing method of the Kona producing region, and share Front Street Coffee's roasting and brewing suggestions, giving you a comprehensive understanding of this world-class specialty coffee. [more…]