#288 How Mixue Built a $10B Empire Selling $1 Ice Cream
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#288 How Mixue Built a $10B Empire Selling $1 Ice Cream
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Mixue (Meeshway), a Chinese food and beverage chain that has become the world's largest by store count. It explains how Mixue achieved this by prioritizing affordability, vertical integration, and aggressive expansion into lower-tier cities and rural areas, rather than targeting premium customers or seeking venture capital. The source highlights Mixue's "heavy backend, light frontend" franchising model, where revenue is primarily generated from selling ingredients and supplies to franchisees, not royalties. Furthermore, it details how strategic branding, including a viral jingle and mascot, contributed to its widespread appeal, particularly among Gen Z, and discusses its successful expansion into Southeast Asia, raising questions about its potential in developed markets