MIXUE ยอดขายกว่า 7 หมื่นล้าน เพราะเน้นขายขาดทุน

Summary

The video script tells the story of the meteoric rise of a frozen dessert brand in Thailand, which expanded globally to 20,000 branches, becoming one of the world's most widespread franchises, second only to KFC and Starbucks. The founder's journey from a small ice drink stall to a global phenomenon is explored, highlighting the strategic decision-making and business acumen that led to the brand's success. The narrative also delves into the importance of planning and strategy in business growth, using the brand's case study to illustrate the power of innovative marketing and supply chain management in achieving a competitive edge.

Takeaways

• 🌟 A popular frozen dessert brand from Thailand has expanded globally, with 20,000 branches, making it one of the top 5 franchise brands in the world.
• 📈 The brand's success is rivaled only by giants like KFC and Starbucks, highlighting the rapid growth and market penetration achieved by the Thai brand.
• 💡 The founder's initial business venture was not the sweet shop brand but a small capital investment in a drink stall, showing a humble start to a successful business.
• 🏢 The brand's growth strategy involved a unique approach to franchising, which allowed for rapid expansion and global recognition.
• 💰 A key business tactic was selling a popular product, ice cream soft serve, at a loss-leading price to attract customers and create a buzz for the brand.
• 🚀 The decision to franchise in 2007 was a pivotal moment, leading to an influx of capital and the ability to negotiate better prices with suppliers, enhancing the brand's supply chain.
• 🛒 The brand's economic strategy of 'selling products with no profit' was a calculated move to gain market share and establish a strong consumer base.
• 📊 The case study illustrates the importance of strategic planning and adaptability in business, emphasizing that success is not achieved by mere hard work but by smart decision-making.
• 💼 The discussion encourages aspiring entrepreneurs to think critically about business models, market opportunities, and the potential impact of their decisions, mirroring real-world business school case discussions.
• 🌐 The brand's international success serves as an inspiration for other businesses, demonstrating that with the right strategy, even a small local business can achieve global acclaim.

Q & A

What is the Thai brand that has expanded globally with over 20,000 branches?

The Thai brand mentioned is Miia, which has grown to become one of the top five brands with the most branches in the world, second only to KFC and Starbucks.

Who is the founder of the brand Miia and what was his initial business?

The founder of Miia is a man named Zhang Hong, who started his business by borrowing money from his family to open his first stall selling cold drinks by the roadside.

What was the initial challenge faced by Zhang Hong's first business?

Zhang Hong's first business faced the challenge of intense competition and lack of a unique selling proposition, which led to his business struggling and eventually closing down three times within a year.

How did Miia differentiate itself in the market when it was reestablished in 1999?

Miia differentiated itself by focusing on selling soft-serve ice cream, which was a product that was easy to produce and had a fast turnover, and by setting up a brand that offered a unique product not available elsewhere.

What was the strategy behind Miia's soft-serve ice cream pricing that helped it gain popularity?

Miia adopted a loss-leader strategy by pricing its soft-serve ice cream at a very low cost, around 2 yuan, which was significantly lower than the market price, to attract customers and create a buzz around the brand.

How did Miia leverage the popularity of its soft-serve ice cream to expand its business?

Miia capitalized on the popularity of its soft-serve ice cream by opening franchises, which allowed rapid expansion and the generation of significant revenue, leading to over 20,000 branches worldwide.

What is the significance of the franchising model in Miia's global expansion?

The franchising model was crucial for Miia's global expansion as it allowed the brand to grow rapidly by enlisting investors and entrepreneurs to open branches under the Miia brand, while also generating the capital needed to optimize its supply chain.

How did Miia manage to control its supply chain and reduce costs after expanding through franchising?

After expanding through franchising, Miia was able to leverage its large demand to negotiate better prices with suppliers, achieve economies of scale, and optimize its logistics, resulting in lower costs and consistent quality across all branches.

What is the importance of having a clear business strategy and plan for future growth as illustrated by Miia's case?

Miia's case highlights the importance of having a clear business strategy and plan for future growth. The brand's strategic decisions, such as pricing strategy and franchising model, were carefully planned to achieve long-term success and global expansion.

What lessons can entrepreneurs learn from Miia's success story regarding business expansion and market strategy?

Entrepreneurs can learn the importance of innovation, strategic pricing, leveraging popularity through franchising, optimizing supply chain management, and the need for a clear vision and plan for sustainable business growth from Miia's success story.