Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 43 , 10 November 2023


Open Access | Article

Analysis on the Marketing of MIXUE Ice Cream & Tea

Jie Ji * 1
1 University of York

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 43, 151-155
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Jie Ji. Analysis on the Marketing of MIXUE Ice Cream & Tea. AEMPS (2023) Vol. 43: 151-155. DOI: 10.54254/2754-1169/43/20232148.

Abstract

In recent years, Chinese tea brands have emerged one after another, and the market has gradually become saturated. This paper explores how MIXUE Ice Cream & Tea has become a leading brand in the low-end tea-drinking industry in China. By applying several basic models, such as Strengths, Weaknesses, Opportunities, Threats (SWOT), Segmentation, Targeting, Positioning (STP), Political, Economic, Social, Technical (PEST), and Porter's Five Forces, the author explores the success of MIXUE Ice Cream & Tea and draws a conclusion that MIXUE Ice Cream & Tea attracts a large number of consumers by utilizing its price advantage and multimedia platforms. Meanwhile, the brand can better understand the needs and preferences of the target market, which helps it achieve an improvement in brand awareness and promote the launch of suitable products. Additionally, MIXUE Ice Cream & Tea’s success is also closely associated with a conducive economic environment, policy support, and technology development. However, risks in market competition, franchise business, inherent brand impression, substitutes, etc. exist as well, and MIXUE Ice Cream & Tea still needs to overcome these difficulties in the future.

Keywords

MIXUE Ice Cream & Tea, SWOT, STP, PEST, Porter's Five Forces analysis

References

1. MIXUE Ice Cream & Tea. Successful route to join the MIXUE Ice Cream & Tea start. Accessed June 23, 2023 from https://www.mxbc.com.

2. Teoli, D., Sanvictores, T. and An, J. (2019). SWOT Analysis. Europepmc.org. Available at https://europepmc.org/article/med/30725987.

3. Benzaghta, M. A., Elwalda, A., Mousa, M., Erkan, I. and Rahman, M. (2021). SWOT Analysis applications: an Integrative Literature Review. Journal of Global Business Insights, 6(1), 54–72.

4. Wu, J. T. (2023). Insight 2023: The competition pattern and market share of China's new tea industry (with market concentration, enterprise competitiveness evaluation, etc.). Foresight Industry Research Institute.

5. He, X. (2023). Hard to break the “spell” of the food safety issue: The IPO of MIXUE Ice Cream & Tea might be canceled. China Economic Net. Accessed from http://finance.ce.cn/stock/gsgdbd/202303/16/t20230316_38447370.shtml.

6. Han, W., Fu, J., Zhang, G. and Xiao, J. (2012). STP marketing strategies of new energy vehicles in China. World Automation Congress 2012, Puerto Vallarta, Mexico, 1-4.

7. Yingfa, S. and Hong, Y. (2010). The Risk Study of E-Governance Based on PEST Analysis Model. 2010 International Conference on E-Business and E-Government, Guangzhou, China, 2010, 563-566.

8. zc.mnbkw.com. (2023). Analysis on the National preferential policies in the milk tea industry (policy support in the milk tea industry). Accessed from http://zc.mnbkw.com/news/73374.html.

9. SOHU. (2022). China has set off a digital boom, and the milk tea industry opens an era of intelligence. Accessed from https://www.sohu.com/a/578893963_100244692.

10. Hu, Y. L. and Yang, S. (2016). The competition situation analysis of environmental service industry in China: Based on Porter’s Five Forces Model. 2016 13th International Conference on Service Systems and Service Management (ICSSSM), Kunming, 1-5.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-107-0
ISBN (Online)
978-1-83558-108-7
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/43/20232148
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated