BRAND MANUAL

10,000
Stores Mark a
Global Brand.
BRAND INTRODUCTION
In 1997, Mr. Zhang Hongchao started up his sweet career in Zhengzhou--
Mixue, a brand dedicated to creating fresh ice cream and tea for young people.
After more than 20 years of development, Mixue has opened more than 13,000
stores in China covering 31 provinces (municipalities and autonomous regions),
and is actively exploring the overseas market.
Mixue aims to make everyone around the world enjoy the high quality and
affordable delicacies. It always adheres to the principle of “those who are near
are pleased, and those who are far away are attracted. Always struggle first and
be customer-oriented”, with the best raw materials to make products and the
best team to service customers.
In order to make every ice cream and every cup of tea taste well, Mixue is
now served by three companies: MIXUEBINGCHENG Co., Ltd takes charge of
management and operation; Henan D.Co Drinks Co., Ltd takes charge of R&D
and production; SHANGDAO Wisdom Logistics Co., Ltd provides warehousing lo-
gistics services. The three companies work together to form a complete industri-
al chain to guarantee the rapid growth of Mixue in Chinese beverage industry
and to promote the better and faster development of the global ice cream and
tea industries.
 2019-2021
BRAND HISTORY
The brand image was upgraded comprehensively.

2016
Stores were widely opened in the first-tier cities.
The number of franchised stores were over 10,000.
The brand was based on China, but moving towards

2014
the world.
Set up Chengdu branch

2010
company of Mixue.

2018
Open offices in Xi'an
Set up a warehousing and logistics center.
and Jinan.
Implement the freight-free logistics policy.
One of the first to pass the registra-

2006 2017
Form a complete industrial chain of R&D,
tion of the Ministry of Commerce.
production, warehousing and logistics,
Open a chain of franchises. The Liang'an Group (Hong Kong)

1997
and operation and management.
Set up Direct Business Division. Investment Management Co., Ltd
The first fresh ice Start the market model of “direct was registered in Hong Kong.
The 20th Anniversary Celebra-
cream of Mixue was sales plus franchise ”. The Guangzhou branch company
tion& the Annual Meeting of

2015
Zhang Hongchao, the made. of MXBC was set up.
Entrepreneurs by Mixue was
founder of Mixue, started The first store of Mixue in Vietnam
held in Zhengzhou Interna-
was officially opened in Hanoi.

2012
his own business. tional Convention and Exhibi-
150 mu warehousing and logistics

2007
tion Center.
The headquarter settled in factory was newly built in Wenxian.

2000
The rock singer Xu Wei gave a
Hanhai-Beijing Fashion
performance on the spot.
Establish the Henan D.Co Business Center, a new
The informatization construc-
Drinks Co., Ltd. landmark in North Ring of
The franchised outlets tion ERP system was officially
The first store was es- Set up the central factory. Zhangzhou City.
were officially opened. launched.
tablished, and the Realize the self-production of
The number of franchised
brand name “Mixue” core raw materials.
stores was over 4,000.
was officially launched.
 Hundred Hundred Hundred
million million million

The company's estimated The stores' estimated The cups of the drink sold in
revenue in 2021(100 million) revenue in 2021(100 million) stores around the world

BRAND
More than 14,000 stores are opened around the world and more stores are coming.

OUTLOOK
The company's estimated revenue in 2021 is 9.2 billion and the store's revenue is over
30 billion. More than 18,000 stored will be opened around the world with more than 5
billion cups of drink sold in the stores in 2021.
 The Brand
Globalization
with Special
Layout.
 Globalization with Special Layout
More than 200 stores are opened in Southeast Asia such as Vietnam, Indonesia and Laos,
including over 180 stores opened in Vietnam.
In 2021, the original target number of stores opened overseas is 1000 and due to the
COVID-19, we lowered the number to 500.

180+ 200+ 500+

Store Store Store

The current number The current number The target number of stores
of Mixue stores of Mixuestores in opened overseas by the
in Vietnam. Southeast Asia. end of the year.
 Laos
ເເຣແກດ

Vietnam Singapore
Việt Nam Singapore

Indonesia
Indonesia
MIXUE Smiles Around the World
Store in the Store in the
business district shopping mall
Store in the
The business district with The shopping mall has sufficient

pedestrian street Store in the school

dense customers, rich promo- space and comprehensive
tion resources and brand op- brands to attract customers to
eration experience enable Young people are the main con- the greatest extent, especially
MXBC to have better and The MXBC store is settled in the popu- sumers of MXBC stores in the the customers of drinks can be
faster development and fully lar commercial street, in which there school, with a large number of attracted with the “flow” of
enhance the brand value. are food shops, squares and shopping people, concentrated consump- shopping mall. The beverage
centers with large flow of people. tion time and space and strong stores are placed cooperatively

STORE TYPE
consumption power. MXBC with cinemas, skating rinks,
meets the needs of students for bookstores and other stores to
fresh and fashionable products accelerate the consumption.
so it can create benefits and
wealth faster.
To better fit in the atmosphere of leisure drinks overseas, the store
THE STORE IMAGE
OF MIXUE 7.0
image of MXBC 7.0 is upgraded.
We make special designs according to local conditions for
large and flagship stores.
 There are hot
products every
year and new
products every
quarter.
 New Online
Celebrity MIXUE
Milkshake
MIXUE NO.1
Great Popularity
MIXUE Milkshake is a new product in-

Ice Cream
spring,2019. It has been popular inDouyin and

Fresh-Squeezed
Weibo since it was launchedand has triggered
the
“MIXUE Milk-shake phenomenon".

Lemonade
MIXUE NO.1 Ice Cream is
thelasting influencer products
forMXBC. It's a sign of freshness-
with New Zealand importedmil- The fresh-squeezed lemonade isthe
kand is always freshlymade.It's best fruit tea sold in MXBC. Ituses
well sold every day. freshly cut lemon toachieve really
high quality withlow price and sup-
port the reputa-tion of Mixue.
SPRING IS FORTHE
ICE CREAM. THE FRUIT TEA
WITH ICE SAVES
YOUR SUMMER.

THE FRUIT TEA

WVITH ICE SAVES
YOUR SUMMIER.
 The R&D center of Mixue has developed several series products such as ice cream & tea
series, milk tea & special drinks series, milk top tea & original leaf tea series and authentic

60+ fruit tea series.We have 60+ independent-developed products now and it's still developing.
The spring and summer menu is focused on cold drinks and ice cream. The autumn and
winter menu is focused on hot drinks and ice cream. The selling products vary in different
60+ independent-developed
regions, seasons and stores to make sure that there are hot products every year and new
products now
products every quarter.

Ice Cream & Tea Series

Milk Tea & Special

Drinks Series

Milk Top Tea & Original

Leaf Tea Series

Authentic Fruit
Tea Series
 The products of
Mixue are made
of high-quality raw
materials around
the world.
Use great materials around the world;
Drink Nice Tea in MIXUE
Selecting high-quality raw materials of tea around the world.
Getting the materials directly from the source or cooperating with great brands to make the tea
drink high-quality and affordable.
 MILK
Mixue is cooperated with Fonterra Co-op-era-

TEA
tive Group,a world-renowned dairysupplier.
Bangli Tea has the high-quality alpine our products have passed thecertification of
teaplantation production base, with a Halal.Our milk is from NewZealand natural
variety ofhigh-quality Ceylon black tea golden milk source beltarea of 40°south lati-
Temperate Abundant
climate rainfal
includingNuwara Eliya, Kandy and tude. The milk is pure,nutritious and delicious.

Temperate Abundant
Uva.MIXUE onlyuses original leaf tea to
climate rainfai
be brewed freshly inthe store.
LEMON
The unique geographical environment ofSouth Africa
creates the thin peel,fresh fra-grance and strong taste
of its lemon, whichguarantees the quality of the

COFFEE
Mixue lemon tea.The orange is from China,Egypt and Mixue uses the coffee beans from
Yunnan, "the goldenbelt area for
large tempera- Latitude 30°
SouthAfrica. With abundant sunlight and large
turedifference coffee plantation in the world”.
betweenday tem-perature difference between day and night,they
and night
Theunique geographical environ-
are high in sugar, Vitamin Cand juice.
ment makes the coffeebean from
large tempera- High altitude
turedifference area Yunnan full and bright,deep-flavored
between
day and night butnot strong and rich in oil.MXBC
uses fresh Yunnancoffee beans and
make great coffee.
 Believe in
theower of
the brand.
Exclusively sponsored
by Mixue around
the world.
From May 24 to 29, 2019, the Ice Cream Festival, exclusively spon-
sored by Mixue around the world, was held in Zhengzhou,China.
In the Ice Cream Music Festival, many famous stars were invited to
bring wonderful performances for everyone.
 The trinity
industrial chain
helps standardize
the tea industry.
 INDUSTRIAL
Mixue has a complete industrial chain including brand operation, product research

CHAIN
and development, raw material production and logistics and transportation. From
material purchasing, research and development, processing and producing to
store selling, the whole process comes without barrier which can improve the effi-
ciency of production and supply and help standardize the tea industry.

OPERATION R & D AND WAREHOUSING

MANAGEMENT PRODUCTION AND LOGISTICS
MIXUEBINGCHENG Co., Ltd Henan D.Co Drinks Co., Ltd SHANGDAO Wisdom
Logistics Co., Ltd
 20000+ 550 50000+
square
stores mu industrial
park meters

Serving 20,000+ 550 mu intelligent 50,000+ square meters

stores around the world manufacturing of fully automated
industrial park. production workshop

Henan D.Co Drinks Co., Ltd

As the core of R&D and production of MXBC, it serves more than 10 brands in the global tea industry, provid-
ing 6 series and more than 40 products. The estimated sales revenue in 2020 is 2 billion yuan. As the largest
raw material supplier of Mixue, Henan D.Co Drinks Co., Ltd is also the beverage raw material supplier of
large and middle-sized chain food brands in China such as Luck Cafe, Miqi Food, Sangumaocai and Ruyi
Wonton, providing beverage raw materials for more than 20,000 food stores in the world. It now owns 550
mu intelligent manufacturing industrial park, more than 50,000 square meters of fully automated produc-
tion workshop, national intelligent warehousing and logistics center and provincial-level scientific research
platform. The whole industry chain has provided more than 2,000 jobs.
 Franchise Market supervisor
Risk control
consultant with guidance guidance

technical event
Welcome support support
to join Mixue

Store design
Online and
offline training

MIXUEBINGCHENG Co., Ltd

Mixue, operating and managing the brand core, is responsible for franchise consulting, contract signing, store's post-manage-
ment services, store operation planning and so on. Mixue has absorbed much experiences and cases to provide customers with
various services and support from store decoration, systematic operation training, new store opening guidance to brand market-
ing planning, digital systematic operation and other aspects.
Mixue Education Center.
Henan D.Co Drinks Co., Ltd
SHANGDAO Wisdom
Logistics Co., Ltd
The Asian Headquarters Base
of MXBCin Qingbaijiang District,
Chengdu, China
Hainan Global Input and Output
Duty-Free Industrial Park of Mixue
Guangxi Global Tea Supply
Base of Mixue
 Heart in the
Clouds，Feet on
the Ground.
 Driving more than 100
thousand people to work
MXBC has driven more than 10 thousand franchisees to start their own business.More than 10,000
stores of MXBC have indirectly driven 80 thousand employees to work in stores.
MXBC has indirectly driven over 20 thousand people to work in the upstream supply chain
manufacturing, logistics and transportation and planting.

10000+ 80000+ 20000+

franchisees store upstream
employees supply chain

More than 10 thousand About 80 thousand Indirectly driving over 20

franchisees starting employees working thousand people to work
their own business in stores in the upstream supply
chain manufacturing
 CORPORATE CULTURE
BUSINESS PHILOSOPHY
The near one pleases, the far one comes.Striver-o
riented, Customer-centered.

TALENT CONCEPT
Don’t comment on about hero’s origin.
Don’t miss any swift horse.

BEHAVIORAL PHILOSOPHY
Three-GEN Principle(Genba、Genbutsi、Genjitsu)
Unity of Knowledge and Action.
Serve as role models, Do the ordinary things thoroughly.
ADDRESS：
FRANCHISE HOTLINE：
OFFICIAL WEBSITE：
www.mxbc.com