The Competitive Analysis of Mixue Ice Cream & Tea

초록

In recent years, China's new-style tea beverage industry has witnessed rapid expansion and intensifying competition. Amid this landscape, Mixue Ice Cream & Tea has risen to prominence by leveraging a unique 'high-quality, affordable' positioning and a franchise-driven model supported by deep supply chain integration. This paper is designed to conduct a systematic competitive analysis of Mixue, identifying its core strengths and potential risks to propose strategic pathways for its sustainable development. We employ Michael Porter's Five Forces Model to assess the external competitive environment and a SWOT analysis to evaluate its internal strategic position. Our research reveals that Mixue's primary advantages lie in its highly integrated supply chain and formidable low-price strategy, which have enabled its global expansion to over 53,000 stores. However, the analysis also identifies significant challenges, including constraints from its low-cost brand image, insufficient product innovation, and management pressures from its extensive franchise network. We conclude that to ensure long-term growth, Mixue should capitalize on its strengths by deepening its international footprint and digital transformation, while simultaneously addressing its weaknesses through product diversification and a carefully managed brand upgrade.

키워드