Strategic Pathways and Challenges in Global Expansion: A Case Study of Mixue

Congrui Yang ()
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Congrui Yang: Shenzhen College of International Education

A chapter in Proceedings of the International Workshop on Navigating the Digital Business Frontier for Sustainable Financial Innovation (ICDEBA 2024), 2025, pp 703-709 from Springer

Abstract: Abstract In the context of economic globalization, this study examines the strategic choices and challenges faced by Mixue, a new-style tea drink brand, during its global expansion. New-style tea drinks, as a blend of high-quality tea, fresh milk, and other novel ingredients, have attracted widespread attention in recent years. Mixue has been expanding in the Southeast Asian market since 2018, rapidly increasing its market share through low-cost ingredient sourcing and localized product adjustments. Despite the challenges of localization, supply chain management, and brand recognition during its global expansion, Mixue has successfully overcome these challenges through flexible product development, solid supply chain systems, aggressive marketing, and competitive pricing strategies. In addition, Mixue has achieved rapid market penetration by utilizing a franchise model and working with local partners. In the future, Mixue can learn from this experience and further enhance their competitiveness and sustainability in the international market by deepening localization and strategic cooperation.

Keywords: Global Expansion; Localization Strategies; Supply Chain Management; Brand Recognition (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-652-9_73

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DOI: 10.2991/978-94-6463-652-9_73

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