How Mixue built a blizzard, not a brand?

Walk past any shoplot in Southeast Asia and odds are you’ll spot a red-and-white snowman smiling back at you.

That’s Mixue—China’s fastest-growing F&B chain and now the world’s largest by outlet count, overtaking Starbucks and McDonald’s. But this isn't just a story about scale. It's a lesson in distribution-led branding.

Here’s how Mixue cracked the code:

• Product: Ultra-focused, ultra-affordable. You’re not choosing from 100 drinks. You’re choosing between a handful of TikTok-famous combos, priced to move (RM2.20 for ice cream?).
• Price: Subsidized growth. Selling at low margins, betting on volume. Some offerings are 30% cheaper than rivals.
• Distribution: Franchising on steroids. 45,000 stores globally. About 40,000 of them in China. In Indonesia, there’s a joke that any empty shoplot turns into a Mixue. That’s not a meme. That’s market saturation.

All this, with very little “brand” in the traditional sense. No celebrity collabs. No heritage storytelling. Just relentless presence and affordability.

And maybe that’s the point.

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