Proceedings of the International Workshop on Navigating the Digital Business Frontier for Sustainable Financial Innovation (ICDEBA 2024)

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

Authors
Congrui Yang1, *
1Shenzhen College of International Education, Shenzhen, China, 518043
*Corresponding author. Email: s23338.Yang@stu.scie.com.cn
Corresponding Author
Congrui Yang
Available Online 24 February 2025.
DOI
10.2991/978-94-6463-652-9_73How to use a DOI?
Keywords
Global Expansion; Localization Strategies; Supply Chain Management; Brand Recognition
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Workshop on Navigating the Digital Business Frontier for Sustainable Financial Innovation (ICDEBA 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
24 February 2025
ISBN
978-94-6463-652-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-652-9_73How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Congrui Yang
PY  - 2025
DA  - 2025/02/24
TI  - Strategic Pathways and Challenges in Global Expansion: A Case Study of Mixue
BT  - Proceedings of the International Workshop on Navigating the Digital Business Frontier for Sustainable Financial Innovation (ICDEBA 2024)
PB  - Atlantis Press
SP  - 703
EP  - 709
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-652-9_73
DO  - 10.2991/978-94-6463-652-9_73
ID  - Yang2025
ER  -