What can brand builders learn from Mixue’s sweet success?

Mixue, a Chinese F&B brand selling ice cream and bubble tea, now has more outlets globally than Starbucks and McDonald's. Let that sink in.

And no, it’s not a case of branding-first, product-later. This is a brand that grew with price, product, and distribution working in tight formation.

Here’s the Mixue playbook, decoded for brand builders:

· Product is king (but local) Think creamy mango boba and brown sugar milk tea for under RM5. Products are region-friendly, wallet-friendly, and TikTok-ready.

· Price as a growth lever It’s not a race to the bottom. It’s a strategy. They win early loyalty with prices low enough to become daily habits.

· Distribution is branding You don’t need a billboard when there’s a Mixue on every street. Visibility becomes equity when outlets are everywhere.

· Franchising as a force multiplier Nearly all outlets are franchised. It’s fast, scalable, and allows rapid localization without compromising system control.

· Speed over polish While Western brands court local partners and plan long-term, Chinese F&B brands act fast. “They are much more impatient,” says Momentum Works. In branding, that’s called first-mover advantage.

As brand builders, we often think in terms of emotional storytelling and aesthetic elevation. Mixue reminds us that brand love can start with price, convenience, and a cold drink on a hot day. The question is:

Can you scale without losing your soul?

Let us help. Call us now at +60378901079 or visit us at roar-point.com