Behind the Curtain of Mixue Success Strategy


Here is the key behind Mixue's success in expanding the market in the country.


  1. Competitive prices with premium quality and taste

Mixue places their priority on Sundae, Smoothies, and Boba products with a fairly affordable price range from 8,000 to 24,000 placing Mixue(s) in the right place for consumers' pockets. This certainly makes the market segment of Mixue easily accessible to many people, including young people.


  1. Digital Marketing Success

Mixue managed to take advantage of the booming opportunity for Tiktok and other social media since the COVID-19 pandemic occurred in 2020. Marketing done by Mixue made them succeed in increasing the intensity of word of mouth of their products. With creative and interactive content for its audience, Mixue has managed to attract the interest and attention of Gen-Z and Millennials. In addition, Mixue also attracts influencers to review the superior products from Mixue.


  1. Fast outlet expansion

Within 2 years of the pandemic, Mixue managed to open 300 outlets in various cities in Indonesia such as Jakarta, Bandung, Depok, Tangerang, Surabaya, Sidoarjo and other cities. With consistent business development, Mixue can still expand to other areas.



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