Move over, Big Macs and Frappuccinos—there’s a new global fast-food giant in town. Mixue Bingcheng, the Chinese ice cream and bubble tea brand, has quietly taken over the world, outpacing McDonald’s and Starbucks in store count. With over 45,000 locations worldwide, this budget-friendly, snowman-loving brand has become a go-to for sweet treats across Asia and beyond.

But Mixue’s meteoric rise isn’t just luck—it’s a masterclass in smart business strategy. From keeping prices low to making its adorable mascot instantly recognizable, Mixue proves that simple, effective branding and a clear focus can turn a small business into a global empire.

So, what can we learn from Mixue’s success? Here are three key takeaways every franchisor (and aspiring business mogul) should know.

1. Know Your Market: Affordability as a Growth Catalyst

Understanding and catering to the target market’s needs has been central to Mixue’s strategy. By offering products priced between 2 to 8 yuan (approximately 30 cents to $1.20), Mixue has attracted a diverse customer base, particularly in China’s lower-tier cities and among cost-conscious consumers. This focus on affordability has fuelled growth even during economic downturns, as consumers seek quality products at reasonable prices. In an industry where price can be a major barrier, Mixue has mastered the art of making indulgence accessible to all.

2. Branding is Everything: The Power of the Snow King Mascot

Mixue’s branding strategy centres around its instantly recognizable “Snow King” mascot. This cute snowman figure has become emblematic of the brand, much like the golden arches of McDonald’s or the iconic image of Colonel Sanders for KFC. The Snow King not only enhances brand recognition but also conveys a sense of consistency and reliability, assuring customers of the quality and experience they can expect. By making its brand immediately identifiable, Mixue has built trust and familiarity with customers worldwide—often without needing a single word.

3. Staying True to Your Core Offering: Consistency in Products

Despite its rapid expansion, Mixue has remained steadfast in its core offerings of ice cream and tea-based beverages. This focus has allowed the company to maintain product quality and operational efficiency, ensuring that customers receive the same experience across all locations. By not diversifying too broadly, Mixue has built a strong brand identity centered around its signature products. Many businesses fall into the trap of trying to be everything to everyone, but Mixue proves that success comes from doing what you do best—and doing it really, really well.

The Takeaway

Mixue Bingcheng’s epic growth underscores the importance of understanding your market, effective branding, and maintaining a clear focus on core offerings. These strategies have collectively propelled Mixue to its current position as the world’s largest fast-food chain by store count. Whether you’re a new franchisor or an established brand looking to scale, there’s plenty to learn from the little snowman that took over the world. In Australia, Mixue is offered via Helix, and we have seen some slow and steady growth in major cities, with no doubt more to come. At Magnolia Legal, we definitely think this is a brand to watch!

So, next time you’re sipping on a bubble tea, think about this: What simple, powerful strategies could you apply to your own business to fuel unstoppable growth?

Picture copyright City of Melbourne