Mixue : using its supply chain to build its own "moat" /
Mixue is a chain of fresh ice cream and tea stores in China. In 1997, after several failed attempts at success, the brand established a low-price, high-quality development strategy that helped it expand its market into several cities. After years of fluctuating fortunes, Mixue set out to build its o...
| Main Authors: | , , , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications Ltd,
2024.
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| Series: | SAGE Business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Mixue is a chain of fresh ice cream and tea stores in China. In 1997, after several failed attempts at success, the brand established a low-price, high-quality development strategy that helped it expand its market into several cities. After years of fluctuating fortunes, Mixue set out to build its own supply chain system. Starting with Henan Daka Food Co., Ltd, Mixue focused on building a research and development center as well as a central factory. By 2023, Mixue was a self-sufficient company in core aspects, with a complete support system and supply chain defending its advantages like a "moat." In establishing this moat, Mixue was able to co-create value with farmers in its supply chain, thereby fulfilling its social responsibilities and helping farmers out of poverty. Mixue's supply chain strategy and decision-making process can be assessed to learn how companies can create protective supply chain systems that benefit both themselves and society. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071935057 1071935054 |