IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6239-642-5_58.html

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

In: Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026)

Author

Listed:
  • Xueqian Jin

    (New Oriental Academy)

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.

Suggested Citation

  • Xueqian Jin, 2026. "The Impact of Mixue’s Brand Character on Its Corporate Growth," Advances in Economics, Business and Management Research, in: Xiongfeng Pan & Huaping Sun & Abdul Rauf & Md Rabiul Islam & Liew Chee Yoong (ed.), Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026), pages 596-605, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-642-5_58
    DOI: 10.2991/978-94-6239-642-5_58
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6239-642-5_58. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.