Strategi dan Inovasi MIXUE Kuasai Pasar Es Krim Dunia

Summary

The video explores the rapid growth of Mixue, an ice cream and milk tea brand from China, which has quickly expanded its franchise across various countries, including Indonesia. The success stems from affordable pricing, efficient supply chain management, and a strategic focus on middle to lower-income consumers. The brand's popularity is bolstered by social media trends and the Fear of Missing Out (FOMO) effect. However, concerns about sustainability arise as trends shift and market saturation looms. Mixue's future depends on continuous innovation and adapting to market changes.

Takeaways

• 🍦 Mixue has rapidly expanded in Indonesia, becoming a familiar sight due to its affordable ice cream and milk tea offerings.
• 🛠 The business started in China in 1997 by Hong Chao with a modest budget, focusing initially on shaved ice and later expanding to milk tea and ice cream.
• 💡 Mixue's growth was fueled by its ability to create affordable products, like offering ice cream at a significantly lower price compared to competitors.
• 🏭 A key factor in Mixue's success is its control over the supply chain. It has centralized production facilities, reducing costs and enabling cheaper prices for customers.
• 🌍 Mixue has expanded beyond China to countries like Vietnam, Singapore, Malaysia, and Indonesia, becoming one of the largest bubble tea brands globally.
• 💸 Mixue’s business model targets the lower-income market by offering inexpensive ice cream and drinks, a market less focused on by other brands.
• 📉 Despite its success, some experts warn that Mixue’s popularity may not be sustainable, as ice cream is a trend-driven product, unlike staple foods like fried chicken.
• 🔗 The franchise model has helped Mixue expand quickly, with low entry requirements for partners and no royalty fees, which boosts accessibility for franchisees.
• 🎯 Mixue’s marketing strategy leverages social media and the fear of missing out (FOMO) to attract customers, making it trendy among younger audiences.
• 📋 One challenge Mixue faces in Indonesia is related to the halal certification of its products, which is still under process, causing some customer concern.

Q & A

What is the origin story of Mixue Ice Cream & Tea?

Mixue Ice Cream & Tea was started by Hong Chao, who began his business in 1997 with just 4000 Yuan, after working part-time at a shaved ice store in Henan, China. Despite early struggles, Hong Chao's persistence led to the growth of the business, with the company becoming a major brand by 2008.

What was the turning point in Mixue's success?

The turning point for Mixue came in 2008 during the Beijing Olympics, when a popular Japanese ice cream shaped like a torch inspired Hong Chao to create a more affordable version, pricing it at just 2 Yuan, while competitors charged as much as 10 Yuan.

How does Mixue manage to offer its products at such low prices?

Mixue controls its supply chain by centralizing production and logistics. In 2012, it built its own factories, and in 2014, it established a logistics hub in Henan, allowing the company to ship materials to all franchises for free, significantly reducing costs.

What strategy does Mixue use to maintain its competitive edge?

Mixue’s strategy focuses on offering high-quality products at low prices, targeting lower-income consumers. It uses centralized production, free logistics, and large franchise networks to keep costs down while maintaining control over quality.

Why has Mixue been so successful in Indonesia?

Mixue capitalized on Indonesia's large market for affordable beverages like bubble tea. Its ability to sell ice cream cones for as low as 8,000 IDR and bubble tea for 10,000 to 22,000 IDR has made it popular, especially among middle- and lower-income consumers.

What challenges does Mixue face regarding its halal certification in Indonesia?

Mixue has not yet obtained official halal certification from Indonesia’s MUI, leading to concerns among consumers. However, the company has confirmed that it is currently in the process of applying for halal certification.

What is the Fear of Missing Out (FOMO) marketing strategy used by Mixue?

Mixue leverages FOMO by encouraging influencers to promote its products on social media. This creates a trend where consumers feel the need to participate, driving demand for the brand's products even when they aren't necessities.

What is a potential future challenge for Mixue?

A major challenge Mixue may face is market saturation, as its rapid expansion could lead to consumer fatigue. Additionally, as more franchises open, competition within the brand itself might intensify, lowering profitability for individual franchisees.

How does Mixue's franchise model contribute to its rapid growth?

Mixue’s franchise model requires no royalty fees or profit-sharing, allowing franchisees to keep all profits. This, combined with low franchise costs and logistical support, makes it an attractive option for potential business owners, contributing to its fast expansion.

What could hinder Mixue's sustainability in the long term?

Mixue's heavy reliance on trends, especially for non-essential products like ice cream, may lead to market saturation and declining consumer interest. Additionally, managing its large number of franchises across multiple countries could become increasingly difficult.