The difference between Mixue Bingcheng and high end stores, how many stores are there in the country

The positioning of Mixue Bingcheng is different from that of many high-end bubble tea shops, but takes the "people-friendly" route and chooses a large number of third- and fourth-tier cities. With 2 yuan of ice cream, Mixue Bingcheng became the most popular milk tea brand around the school, and soon conquered various university towns. You must know that you can't make money with 2 yuan a piece of ice cream.

In fact, the main purpose of ice cream is to attract traffic, increase brand awareness, successfully create a hit, and drive sales of other products at the same time. In 2016, Mixue Bingcheng officially became one of the hottest bubble tea shops in the country, with more than 1,000 stores. Not only is the ice cream cheap, but other products are also under 10 yuan, so it is loved by many college students.

Mixue Bingcheng can maintain such a low **, but also because it has a complete ** chain, from the procurement of raw materials to the distribution and other links are integrated. In addition, Mixue Bingcheng also has its own factory and logistics center, and raw materials can be directly transported to various stores, thus saving the cost of middlemen.

Honey Snow Ice City. Founded in 2007, it can grow into a national franchise branch model in less than 10 years, there must be its merits, so what is the difference between Michelle Bingcheng and other brands?

For a chain tea company like Michelle Bingcheng, it is particularly important to ensure that the drinks in each branch are of the same good quality. Mixue Bingcheng adopts a kind of centralization.

management mode.

In order to strictly control the operation of each branch across the country, Mixue Bingcheng will train the staff of each branch and provide sufficient incentive mechanisms to enhance the enthusiasm of employees. For stores that start in the form of a joint venture, Mixue Bingcheng will also send senior executives from the headquarters to the local joint venture company.

to participate in management.

For the understanding of the tea industry, Mixue Bingcheng always believes in one thing, "We will not sell to consumers what we dare not drink for our children." ”

In addition to the centralized management of Mixue Bingcheng, it is suitable for organizational management.

In addition, in terms of raw materials, it is also operated in the way of vertical integration of the first chain. From the upstream raw material production to the downstream logistics shipment, Mixue Bingcheng does not pretend to others.

In order to ensure the supply and demand of more than 2,000 stores across the country, Mixue Bingcheng has a special R&D department, which is responsible for developing 30% of new products every quarter. At the same time, Mixue Bingcheng also needs to maintain a large-scale purchase of agricultural products. Generally speaking, Mixue Bingcheng will purchase a certain raw material in the current season at one time.

In this way, it can not only reduce the cost of procurement, but also form a monopoly on a certain raw material in the market to a certain extent. "The raw materials that are usually selected by us are likely not to be bought by competitors in the market.

Even if there is a small amount of goods, its ** will be very high.

Mixue Bingcheng is the general consumption level. A high-end store is a place of high consumption.

There is a difference! Other aspects vary according to individual tastes and tastes.

More than 5,000.

At present, there are more than 5,000 stores in the country, covering 31 provinces, municipalities and autonomous regions. In just one year in 2018, nearly 100 new stores were added, realizing the leap from a regional to a national chain beverage brand. At present, Mixue Bingcheng has spread to many cities in China, and has also entered Vietnam.

Since its establishment, Mixue Bingcheng has had a lot of experience and has become a world-renowned brand, attracting people from all over the country to fall in love with milk tea here.

Moreover, in each store, subconsciously enjoy a very broad market prospect. All equipment and raw materials as well as production techniques, the headquarters provides training to improve the skills and capabilities of the store in production. Therefore, any store can get a good profit with the support of the headquarters and gain the trust of more people.

The headquarters of Mixue Bingcheng has many advantages.

The headquarters of Mixue Bingcheng has many advantages and support, providing store location protection for franchised store owners, assisting in site selection, better concentrating consumers who go there, and ensuring the profits of entrepreneurs. There will also be a regular successful commendation meeting, any questions in the process of operating the store, can also be provided to the headquarters in a timely manner, the head office is very intimate, and has been recognized by many investors. Click here to learn more about the franchise program.

The reason why Mixue Bingcheng is cheaper than others is that the product is simple to make, no pressure, firm low-price route, and strong raw material ** chain blessing.

1. The product is simple to make and no pressure

In fact, at that time, the lemonade of Michelle Bingcheng was so cheap, because the cost of these drinks was really very low. Actually, when I say this, everyone will think that this is too simple, but it is true. The things they sell are cheaper, and they will definitely attract a large number of consumers, so that they will only make money if they calculate it.

Because the crowd positioned by Mixue Bingcheng is students, the positioning of drinks is relatively low, and the main focus is on small profits and quick turnover, so the more people queuing up, the better the business of Mixue Bingcheng, and only when you make money, there will be more and more branches. For example, the cost of a cup of milk tea in Mixue Bingcheng is indeed not expensive, just like lemonade, which is actually one or two slices of lemon with water and sugar, so it is still very profitable.

2. Firm low-price route

In 1996, Zhang Hongchao, a native of Henan, discovered a business opportunity for shaved ice while he was in college. After a period of painstaking research, he took advantage of the summer vacation to set up a cold drink stall on the side of the road, specializing in shaved ice and other cold drinks, and named it "cold flow shaved ice". He rented a 20-square-meter shop on Wenhua Road in Zhengzhou and renamed it "Honey Snow Ice City".

From the beginning of the business, the low-price route has always been the unswerving route of Mixue Bingcheng. At that time, Mixue Bingcheng had a competitor, focusing on a high-value ice cream, but this ice cream had to be sold to kill this opponent, and Mixue Bingcheng was not much lower than others in terms of pricing, but it was based on cost.

3. Strong raw material chain blessing

When taking the low-price route, if there is no strong raw material ** chain blessing, it is tantamount to forcing yourself to a dead end. Nowadays, when you grab a large number of recipes and make drinks for free, an excellent chain system can itself increase the cost of admission to the products of the bubble tea shop, which is also reflected in the control of raw material resources.

Summary. <>

Hello, the channel selection of Mixue Bingcheng mainly has the following aspects:1Directly managed stores:

Mixue Bingcheng operates its own physical stores, selling ice products, beverages, etc. directly to consumers. 2.Franchise Stores:

We sell ice products and beverages to restaurants, supermarkets, retailers, etc. Generally speaking, Mixue Bingcheng mainly operates through direct stores and franchise stores, and also sells through multiple channels such as ** sales and wholesale sales. In this way, the products of Mixue Bingcheng can be more widely disseminated and sold, and at the same time, it can also meet the different needs and purchase scenarios of consumers.

What is the channel selection of Mixue Bingcheng?

Hello, the channel selection of Mixue Bingcheng mainly has the following aspects:1Directly managed stores:

Mixue Bingcheng operates its own physical stores, selling ice products, beverages, etc. directly to consumers. 2.Franchise Stores:

We sell ice products and beverages to restaurants, supermarkets, retailers, etc. Generally speaking, Mixue Bingcheng mainly operates through direct stores and franchise stores, and also sells through multiple channels such as ** sales and wholesale sales. In this way, the products of Mixue Bingcheng can be more widely disseminated and sold, and at the same time, it can also meet the different needs and purchase scenarios of consumers.

What are the channels of Mixue Bingcheng?

The channel operation of Mixue Bingcheng includes direct stores, franchise stores, online, social and cooperative activities, etc., forming diversified sales channels and publicity and marketing strategies