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MIXUE

Share Sweetness & Spread Happiness

History

In June 1997, Zhang Hongchao, a student at Henan University of Finance and Economics, was on the hunt for a part-time gig at a cool drinks kiosk to lighten the load on his family’s finances. While working at the kiosk, he got inspired to start his own business.

With a loan from his grandma, he opened a shaved ice stall in his hometown of Zhengzhou, Henan, selling various types of shaved ice, ice cream, smoothies, and later adding pearl milk tea to the menu. However, his business journey wasn’t a walk in the park, and he faced plenty of obstacles, eventually leading him to close down his first shop.

Not one to give up on his dreams, in 1999, Zhang opened a second ice stall, which he named Mìxuě Bīngchéng (Hanzi: 蜜雪冰城), meaning “sweet snow palace.” He shifted his focus to ice cream products as soft-serve cone treats gained popularity in Zhengzhou since 2006 and ice cream prices soared.

To make his ice cream more affordable, Zhang reformulated the recipes, offering them at about 20 percent cheaper than similar products. His success in selling ice cream prompted him to venture into franchising in 2008.

Since the 2010s, Mixue has blossomed into its own company, expanding its franchise scheme to other regions throughout China. The company has research and development centers in other areas of Henan, as well as warehousing and logistics centers to streamline production costs.

In 2022, Mixue Bingcheng Co., Ltd. plans to go public on the Shenzhen Stock Exchange. Mixue’s ice cream business keeps growing and succeeding thanks to the dedication and hard work of Zhang Hongchao and his team.

Marketing

Even though it’s already a famous ice cream brand, many people still don’t know the true meaning behind the word Mixue. Turns out, Mixue has a deep and unique meaning inspired by Mandarin.

Mixue itself comes from the Mandarin words Mi and Xue. Mi means “honey,” taken from feng mi and tiang mi, which mean sweet, while Xue means “snow.” When combined, Mixue carries the meaning of “snow that’s sweet like honey.”

The unique meaning of the name Mixue isn’t just an interesting piece of knowledge for customers, but also an inspirational story for entrepreneurs. Drawing inspiration from its meaning, Mixue’s founder, Zhang Hongchao, developed various types of ice cream and refreshing beverages with a sweet and revitalizing taste.

But it doesn’t stop there – Mixue also creates a wide range of affordable ice cream products for the community. The success of Mixue in selling its ice cream inspired Zhang to expand the business through franchising in China.

Mixue is known not only for its delicious and affordable products but also for its creativity in marketing. They launched music videos and introduced a mascot named the “Snow King,” which became a souvenir in every store. This shows how Mixue continues to innovate and strive for growth in the ice cream industry.

All in all, Mixue is more than just a famous ice cream brand – it holds a deep meaning and serves as an inspiration for entrepreneurs to develop businesses with profound and unique significance.

Meaning of the word Mixue

Even though it has become a well-known ice cream brand, many people are still unaware of the true meaning behind the word Mixue. Interestingly, the name Mixue carries a deep and unique meaning inspired by the Mandarin language.

Mixue itself is derived from the Mandarin words Mi and Xue. Mi means “honey” taken from the words feng mi and tiang mi, which mean sweet, while Xue means “snow”. In combination, Mixue means “sweet snow like honey”.

The unique meaning behind the name Mixue not only serves as an interesting fact for customers but also becomes an inspirational story for entrepreneurs. Drawing inspiration from its meaning, Mixue’s founder, Zhang Hongchao, developed various types of ice cream and refreshing beverages with sweet and refreshing flavors.

Moreover, Mixue also focuses on creating a variety of ice cream products that are affordable for the community. Mixue’s success in selling ice cream inspired Zhang to expand the business through franchising in China.

Mixue is known not only for its delicious and affordable products but also for its creativity in marketing. Mixue has launched music videos and introduced a mascot named the “Snow King” that serves as a souvenir in every store. This demonstrates how Mixue continues to innovate and strive for growth in the ice cream industry.

Overall, Mixue is more than just a famous ice cream brand—it carries a deep meaning and serves as an inspiration for entrepreneurs to develop businesses with a deeper and unique significance.

Proper Pronunciation of Mixue Words

The proper pronunciation of “Mixue” in a casual and easy-to-read English style is “Mee-shoo-ay.” This brand of ice cream and tea has its own uniqueness and distinctiveness. One of the things that confuses people is the difficult pronunciation. In Indonesia, some people often mispronounce it as “Miksu,” “Misu,” or “Miksue.”

However, the correct pronunciation of Mixue is actually “Mishuwe.” Although it may sound a bit challenging, this is the correct pronunciation recommended by Mixue itself. By saying “Mishuwe,” we can experience a more authentic vibe that aligns with the Mandarin language, from which the name Mixue originates.

As an interesting piece of information, Mixue has a unique and captivating meaning. In Mandarin, “Mi” means “honey” derived from the words “feng mi” and “tiang mi,” which mean sweetness. On the other hand, “Xue” means “snow.” Therefore, Mixue can be interpreted as “sweet snow” or “snow that is sweet like honey.” Pretty unique and fascinating, isn’t it?

Mixue Franchise Price

The Mixue franchise is a highly successful franchise with over 21,582 outlets as of October 2022, surpassing other well-known brands such as Burger King and Domino’s Pizza.

The costs for opening a Mixue Ice Cream & Tea franchise are divided into two types: provincial capital and city/regency franchises.

Franchise Mixue in the Provincial Capital:
- Deposit: IDR 40 million
- Management Fee per Year: IDR 24 million
- Machinery and Equipment: Approximately IDR 183 million
- First Batch of Raw Materials: Approximately IDR 130 million
- Training Fee: IDR 3 million
Franchise Mixue in City/Regency:
- Deposit: IDR 40 million
- Management Fee per Year: IDR 18 million
- Machinery and Equipment: Approximately IDR 183 million
- First Batch of Raw Materials: Approximately IDR 130 million
- Training Fee: IDR 3 million

These costs include management fees, deposits, equipment costs, raw material costs, and training fees. Rent and employee salaries are not included.

To open a Mixue franchise, you need to fulfill certain requirements:

Best location with potential
Clean area of at least 25m² without obstructions
Minimum side width of 3.7m
Minimum ceiling height of 2.7m
Adequate water source
NPWP (tax identification number)
Power capacity of approximately 33,000 watts

The mentioned costs and requirements may vary, so it’s advisable to consult directly with Mixue Indonesia’s management for the most up-to-date information.

How to Register for a Mixue Franchise

To register for a Mixue franchise, follow these steps:

Consult via phone or WhatsApp at 0819-9360-6666.
Fill out the registration form.
The Mixue management will contact you for further evaluation.
If approved, a location feasibility survey will be conducted.
Sign a contract with Mixue.
Receive assistance from Mixue’s management in shop decoration.
Provide employee training on SOP and related matters.
Open your new Mixue outlet.

Halal Certification of Mixue in Indonesia

Mixue, a well-known brand in Indonesia, offers its flagship products of ice cream & tea. Mixue always prioritizes the halal certification of its products, which has been obtained from the Indonesian Council of Ulama’s Food, Drug, and Cosmetics Assessment Agency (LPPOM MUI).

The halal certification held by Mixue signifies that its products have undergone strict supervision and examination to ensure that the ingredients used and the manufacturing processes adhere to Islamic principles.

To obtain the halal certification from LPPOM MUI, Mixue must fulfill several requirements set by the organization. Some of the requirements include:

The raw materials used must come from halal sources and should not contain any forbidden substances such as pork or alcohol.
The production process must be carried out in a clean environment without any contamination of forbidden substances.
The entire production process must be closely monitored by trained personnel certified in halal practices.
All finished products must be labeled as halal and maintained in a clean and uncontaminated state.

Through its halal certification, Mixue is committed to providing high-quality and halal products to its consumers. This demonstrates that Mixue not only focuses on profitability but also considers the well-being and needs of its customers.

As discerning consumers, it is important for us to pay attention to the halal certification when choosing food and beverage products. By selecting products with halal certification, we can ensure that the products are safe and in accordance with our religious teachings.

Therefore, if you want to enjoy delicious and halal ice cream & tea, Mixue is the right choice. With its halal certification, Mixue guarantees the halal status of its products, providing confidence for consumers to enjoy its products peacefully and comfortably.