Can China’s budget brands crack developed markets? Mixue shows it won’t be easy
Chinese ice cream giant Mixue is struggling to gain traction in developed markets like Japan and Hong Kong. Analysts suggest that the company's low-price strategy is insufficient in mature markets where local competition and higher operating costs are significant barriers.
Why it matters
This highlights the challenges Chinese consumer brands face when attempting to replicate domestic success in international markets.
Three months after moving from China to Japan, Alisa Lin has yet to buy a single drink from Mixue – the Chinese ice cream and tea giant – despite being a frequent customer back home, where a cup costs under five yuan (73 US cents) during promotions.
The article provides a balanced business analysis of market expansion challenges.
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