From a Small Shop to a Beverage Giant, Mixue is Now Flooding Indonesia
Hear the inspiring story of Mixue, which started from a simple small stall and transformed into a beverage giant that has flooded Indonesia.
With an affordable pricing strategy, contemporary menu innovation, and strong branding, Mixue has succeeded in attracting the attention of millions of customers. This article reviews the secrets of success, the expansion journey, and the factors that made Mixue.
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The Development of Mixue Ice Cream and Tea
Mixue is a Chinese ice cream and beverage brand that is now rapidly expanding in various countries, including Indonesia. Founded in 1997, the company initially sold simple shaved ice at affordable prices. Over time, its business concept evolved into a modern beverage outlet targeting a wide range of consumers.
Mixue’s successful expansion is inseparable from its budget-friendly pricing strategy. Amidst competition from contemporary beverages that tend to be expensive, Mixue offers affordable prices without sacrificing taste. This has led to rapid market acceptance and easy availability in shopping centers and on the streets.
In addition to competitive prices, Mixue consistently presents a menu that caters to local tastes. In Indonesia, for example, the beverage variants offered cater to the public’s preference for sweet and refreshing flavors. This combination of pricing, quality, and market adaptability is what has led to its continued growth.
Variety of Popular Drink Menus
One of Mixue’s main attractions is its diverse beverage menu. From classic milk teas and refreshing fruit teas to ice cream-based drinks, all are designed with consistent flavors. Variants like brown sugar milk tea and lemon tea are favorites due to their balanced sweet and sour flavors.
Furthermore, the fruit tea menu offers a refreshing sensation perfect for hot weather. Real fruit pieces combined with selected tea create a light yet refreshing taste. Many customers choose this variant as a less heavy alternative to sweet drinks.
Furthermore, the signature ice cream menu is often paired with other drinks. The combination of soft ice cream and refreshing tea or juice creates a unique flavor combination. Continuously evolving menu innovations keep customers engaged and always eager to try new variants.
Also Read: Star Fruit: A Beautiful Star-Shaped Fruit with Surprising Benefits!
Branding Strategy and Visual Appeal
Mixue is known for its strong and recognizable visual identity. The adorable snowman mascot logo is the brand’s main symbol. The store’s predominantly red and white color scheme also makes it striking and memorable for consumers.
A consistent branding strategy helps create a fun and friendly image. The theme song, often played in front of the store, has even gone viral on social media.
Furthermore, the store’s minimalist yet bright concept makes customers feel comfortable. The simple layout makes ordering and receiving drinks easy.
Why Mixue is Popular in Indonesia
One of the main reasons Mixue quickly gained popularity in Indonesia is its affordability. Amidst the abundance of premium-priced beverage brands, Mixue offers a more affordable option without compromising on taste. This makes it accessible to students, college students, and even workers.
Strategic locations also contribute to its success. Mixue outlets are often located in high-traffic areas such as near schools, campuses, and shopping centers.
Furthermore, the trend for sweet and refreshing drinks is currently popular. Mixue has been able to capitalize on this momentum by presenting products tailored to market tastes.
Image Source:
- First Image from yoursay.suara.com
- Second Image from gofood.co.id
