The Impact of Mixue’s Brand Character on Its Corporate Growth

DOI

10.2991/978-94-6239-642-5_58How to use a DOI?

Keywords

Mixue Ice Cream & Tea; Intellectual peoperty theorem; Auntea Jenny; Nayuki

Abstract

The beverage business in China has faced a big negative economic shock after COVID-19, thus, many milk tea businesses had to close or even became insolvent. During the spring of COVID-19, they have become more sensitive to price competition, however, there are still some eminent businesses standing out from the others in the highly saturated market. For example, if one company launches a new product, the rest of the companies will follow it and almost simultaneously launch the same flavors. One of the most interesting ideas is to set up their personal character to strengthen themselves in the consumer’s mind. Using the “Snow King” image as its strategic core and through the continuous expansion of its peripheral product matrix, the brand has successfully built a far-reaching and highly influential IP ecosystem. Therefore, this essay is thoroughly drawing on literature research and comparative study to figure out the advantages and disadvantages of Mixue.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xueqian Jin
PY  - 2026
DA  - 2026/04/29
TI  - The Impact of Mixue’s Brand Character on Its Corporate Growth
BT  - Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026)
PB  - Atlantis Press
SP  - 596
EP  - 605
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-642-5_58
DO  - 10.2991/978-94-6239-642-5_58
ID  - Jin2026
ER  -