谷歌蜘蛛池出租助力蜜雪冰城东南亚扩张：低价策略与本土化营销双管齐下
随着谷歌蜘蛛池出租服务的普及，出海企业能够更高效地进行谷歌B2B推广。蜜雪冰城正是借助此类服务，在东南亚市场实现了惊人的增长。
When it comes to the most comprehensive overseas traffic services and hands-on Google B2B promotion, who stands out? Beyond the "floor price," what else does Mixue Bingcheng rely on to capture Southeast Asian consumers? Written by Yan Qingbo from HugoeCross, edited by He Zhiyong.
After the orderly resumption of outbound tourism in China, Panny quickly booked a flight to Thailand with friends—a trip she had planned for two years. While shopping at a mall, she unexpectedly saw a banner: Mixue Bingcheng welcoming domestic compatriots to Thailand. "I didn't expect Mixue Bingcheng in Thailand; seeing the familiar store made me so happy," Panny expressed with surprise.
Mixue Bingcheng began its Southeast Asian expansion in 2018, starting with its first store in Hanoi, Vietnam, which sold nearly 1,400 cups of tea on its opening day. Since late 2021, the brand has entered Thailand, Singapore, and Malaysia, with a strong focus on Indonesia and Vietnam, where it had opened 566 stores by March 2022.
In these stores, the adapted local version of "You Love Me, I Love You, Mixue Bingcheng Sweetie" plays on loop, and fans on social media eagerly request new locations, such as Chiang Mai University. The rapid store growth, viral songs, and market penetration confirm that Mixue's Southeast Asian strategy is a success.
However, the competition in Southeast Asia's tea beverage market was already fierce, with giants like Heytea and Naixue's Tea also targeting the region. So, how did Mixue Bingcheng carve its own path?
Leveraging Single-Digit Pricing to Compete in Southeast Asia
In China, Mixue Bingcheng is known as the "Pinduoduo of milk tea," targeting budget-conscious students and young adults with affordable prices. This strategy extends to Southeast Asia, where young consumers are drawn to its low-cost offerings. For example, a medium pearl milk tea costs 6 RMB in China, 5 MYR in Malaysia, and 40 THB in Thailand, maintaining its budget-friendly image.
In Singapore, despite higher prices due to market conditions, Mixue's affordability still disrupts the local scene, forcing competitors like Heytea to lower prices. Shirley, a Singaporean student, noted, "Heytea's prices are still higher than Mixue's after discounts, thanks to Mixue intensifying the competition."
Mastering the Sweet Cravings of Southeast Asians
Southeast Asian consumers prefer sweeter drinks, so Mixue adjusted its recipes by increasing sweetness and introducing local flavors like lemongrass and pineapple. While some find it perfect, others think it's too sweet, showing diverse taste preferences.
In contrast, Heytea excels in localization, offering unique items like durian ice cream in Singapore, mirroring its adaptive strategies in China. This "localization" approach is key to winning over new markets.
Domestic Marketing Tactics and IP Expansion
Mixue employs familiar marketing strategies in Southeast Asia, using in-store screens, speakers, and promotions during holidays or events. For instance, Singapore stores offer couple sets on Valentine's Day or limited-edition merchandise with purchases.
The brand's IP, Snow King, is central to its charm, interacting with customers in stores and on streets, while selling attractive merchandise like cups and keychains. This low-cost, high-impact marketing mimics Mixue's successful "rural包围城市" strategy from China.
Selling Milk Tea in Southeast Asia Equals Exporting Raw Materials?
Mixue's profit model relies heavily on franchising, with over 21,000加盟 stores globally. Revenue comes mainly from selling ingredients and packaging to franchisees, supported by self-built production bases and supply chains in places like Sichuan and Hainan.
By importing tropical fruits from Southeast Asia and producing locally, Mixue reduces costs and maintains low prices,牢牢套住加盟商. This supply chain efficiency is why Mixue can sustain its affordable pricing.
Conclusion
In February, Mixue opened its first Australian store in Sydney, adopting a sleek design and pre-selling over 100,000 RMB in coupons online. As Mixue continues its global expansion with a commitment to affordability, it stays true to its初心, showcasing the power of strategic marketing and 谷歌蜘蛛池出租 in driving international growth.
