| Mixue: The Race to Stay Ahead in the Asian Tea Industry |
| 作者姓名：Paul W. Beamish, Julia Hou, Ann Kamau |
| 商品類型：Case (Field) | 商品編號：W34032 |
| 出版日期：2023/10/23 | 內容長度：10 頁 |
Founded in 2006, Mi Xue Bing Cheng (Mixue) had become widely popular in the Chinese market by June 2021. Mixue achieved very high levels of growth by using a low-price high-volume strategy, a clever marketing campaign, and an unconventional geographic expansion strategy that emphasized secondary markets. However, the domestic market was becoming too saturated. Seeing Mixue gain recognition, new competitors started imitating its business model and .....more
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| Mixue: The Asian Tea Industry's Wolf in Sheep's Clothing - Teaching Note |
| 作者姓名：Paul W. Beamish, Julia Hou, Ann Kamau |
| 商品類型： | 商品編號：W34033 |
| 出版日期：2023/10/23 | 內容長度：8 頁 |
Teaching note for product W34032.
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