In the global food and beverage industry, McDonald’s and Starbucks are undoubtedly two giants, renowned for their vast networks of stores and powerful brand influence. However, you might not know that a Chinese homegrown brand has quietly surpassed them to become the restaurant chain with the most stores worldwide. That brand is MiXue BingCheng.

MiXue BingCheng: From a Small Street Shop to a Global Beverage Giant

The story of MiXue BingCheng began in 1997 when founder Zhang Hongchao opened a small ice cream shop in Zhengzhou, Henan Province. Little did anyone know that this humble store would grow into one of the largest beverage chains in the world just two decades later. As of 2023, MiXue BingCheng has over 20,000 stores globally, far surpassing the number of McDonald’s and Starbucks locations in China.

Affordability is King: The Secret to MiXue BingCheng’s Success

The success of MiXue BingCheng lies in its commitment to affordability. In an increasingly competitive beverage market, MiXue BingCheng has consistently maintained a low-price strategy, with most of its drinks priced under 10 RMB (about $1.50 USD)—often half the price of its competitors. This pricing strategy has not only attracted a large number of students and young consumers but has also allowed MiXue BingCheng to dominate in smaller cities and rural areas.

Despite its low prices, MiXue BingCheng does not compromise on quality. By building its own supply chain and scaling production, the company has successfully controlled costs. From tea leaves and creamer to packaging materials, MiXue BingCheng sources and produces its own ingredients, ensuring product consistency while significantly reducing operational expenses.

Store Expansion: From China to the World

The number of MiXue BingCheng stores is one of its most impressive achievements. With over 20,000 stores globally, it has far surpassed McDonald’s store count in China. This rapid expansion is largely due to its unique franchise model.

MiXue BingCheng operates on a “direct-owned + franchise” model, with a focus on franchising. By offering low franchise fees and high returns, the brand has attracted a large number of entrepreneurs. Additionally, MiXue BingCheng provides comprehensive support to franchisees, including site selection, store design, training, and supply chain management, ensuring that each store can quickly open and turn a profit.

Beyond its deep roots in the Chinese market, MiXue BingCheng has actively expanded overseas. From Vietnam and Indonesia in Southeast Asia to Japan and South Korea in East Asia, MiXue BingCheng stores can now be found in multiple countries and regions. Its low-price strategy and localized operations have helped it achieve remarkable success in international markets.

Product Innovation: From Milk Tea to Diversification

MiXue BingCheng’s product lineup is not limited to milk tea. From classic pearl milk tea and ice cream to fruit tea, cheese tea, and coffee, the brand continuously enriches its offerings to meet diverse consumer demands.

One standout product is its ice cream. The signature “MoTian Crispy Ice Cream” has become a viral hit due to its ultra-low price and unique texture, driving significant growth in the ice cream category.

Digitalization and Brand Marketing

MiXue BingCheng’s success is also attributed to its innovations in digitalization and brand marketing. By leveraging big data, the company can accurately understand consumer preferences and optimize product development and store operations. Additionally, MiXue BingCheng actively engages with social media platforms like Douyin (TikTok) and Xiaohongshu (Little Red Book) to interact with young consumers, creating a relatable and down-to-earth brand image.

In 2021, MiXue BingCheng released a catchy theme song titled “You Love Me, I Love You, MiXue BingCheng So Sweet”, which quickly went viral online. The song became a cultural phenomenon, further boosting the brand’s popularity and appeal.

Challenges and the Future

Despite its tremendous success, MiXue BingCheng faces several challenges as it looks to the future. First, with the beverage market becoming increasingly saturated, the brand needs to find new growth opportunities. Second, maintaining product quality and brand image while rapidly expanding is a critical issue that must be addressed.

Moreover, MiXue BingCheng’s low-price strategy may face challenges in overseas markets due to cultural differences and varying consumer habits. Successfully localizing its operations in different markets will be key to its global strategy.

Conclusion

The rise of MiXue BingCheng is a testament to the potential of Chinese homegrown brands on the global stage. From a small street shop to a global beverage giant, MiXue BingCheng has written a business legend through affordability, innovation, and efficient operations. Whether it can sustain its rapid growth and capture a larger share of the global market remains to be seen.

Regardless, MiXue BingCheng’s story proves that a brand can rise above fierce competition and even surpass international giants through extreme cost-effectiveness and strong execution. This is not just a victory for MiXue BingCheng but also a reflection of the power of Chinese business.