Mixue's business strategy in China's competitive ready-made tea market is analyzed using SWOT, based on their 2024 reports, academic literature, and market research. The study examines internal strengths/weaknesses and external opportunities/threats. Key findings reveal Mixue's core strengths lie in its highly integrated, low-cost supply chain (evidenced by rising gross margins to 31.6% and 248.29 billion revenue in 2024) and the mighty "Snow King" IP driving global brand recognition. Major weaknesses include significant seasonal sales fluctuations and entrenched low-end brand perception, limiting premiumization. Untapped prospects in secondary markets and improved consumer sentiment through community engagement represent key findings. Critical threats encompass heightened competition from premium brands expanding downwards, rising consumer health consciousness impacting sugary drinks, and escalating operational costs. Mixue's cost leadership and IP are key, but brand image, seasonality, and cost management are crucial for sustained success, alongside leveraging market reach and loyalty.
Yang-Ju Chen (Wed,) studied this question.