Mixue Ice Cream & Tea: Revolutionizing China’s Bubble Tea Game

Name: Mixue Ice Cream & Tea: Revolutionizing China’s Bubble Tea Game (English version)
SKU: W38735

Kirk Kristofferson, Guanjie Huang

Product #:W38735

Supplier:Ivey

Discipline:General Management, Marketing

Setting:China, 2023

Details:Case (PDF) • 13 pages • 2024-08-27

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In a world accustomed to paying more than ¥25 for a cup of bubble tea, Mixue Ice Cream & Tea (Mixue) from Zhengzhou, China, boldly introduced a ¥7 deal. The company’s founders did not just offer a lower price but reinvented the game. Their formula of high quality at an affordable price, combined with a sticky social media strategy, was an instant hit among younger generations. In March 2023, as Mixue continued to dominate the Chinese market, the founders faced a choice regarding their company’s future growth: should they continue to expand globally, or should they pivot to the coffee market and revolutionize yet another beverage industry?

Learning Objectives

This case can be used in undergraduate- and graduate- level courses on marketing strategy and principles of marketing. After working through the case and assignment questions, students will be able to do the following:

Assess Mixue’s marketing strategy and tactics.
Examine Mixue’s disruptive processes within China’s new-style tea industry during the COVID-19 pandemic.
Evaluate strategic options by formulating recommendations for Mixue’s future growth and expansion.

Mixue Ice Cream & Tea: Revolutionizing China’s Bubble Tea Game

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Learning Objectives