Link

BRAND
CONTEXT
Currently, Mixue Bingcheng is one of the most In Vietnam, Mixue started to penetrate the
successful ice cream and milk tea brands in the world. market in 2018 and has continuously grown

2022
In the period 2016-2021, Mixue has reached 2,500,
strongly. Up to now, this brand has been
5,000, 10,000, and 15,000 stores respectively. As
present in 43 provinces and cities of Vietnam,
recorded at the end of March 2022, Mixue owns
21,582 stores and is in the top 5 food chain brands
with more than 600 stores. In which, in Hanoi
with the largest number of stores in the world. alone, Mixue has 137 stores.

I
TARGET
AUDIENCE
& OBJECTIVES
B2B
Expansion of franchise model
 WEAKNESSES
Make TA concern about the
STRENGTHS

- Hit correctly on TA
franchise problem of Mixue
- Captivating title
- Information content includes true
and specific data about the brand
ADVERTISING PR ARTICLE ROLE
Banner, TVC, Music Build more image of Mixue brand
Reach and attract close to the target customers
Increase brand value
SOCIAL MEDIA

Facebook, TikTok (including

franchised social media)

Articles with content related to the

market, market share, milk tea
PR

trends, franchise base, and success

of Mixue
SALES PROMOTION

advertising, promotion, voucher, gift