Chinese tea chain Mixue opens its first Australia outlet
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Chinese tea chain Mixue has launched in Australia, opening its first store in Sydney’s World Square shopping centre.
Two more locations are imminent in Brisbane and Melbourne.
The Sydney store features floor-to-ceiling windows spanning an entire wall and red steel frames.
A marketing campaign by Mixue offering “1000 Sydney students to have a drink for free” was launched for the brand’s Sydney launch. Mixue said that although the pricing will be different to that in its home market, the quality will not change.
Founded by Zhang Hongchao in 1997, Mixue Ice Cream and Tea opened its first overseas store in Vietnam in 2018 and currently has 600 stores in 11 Asian countries and 21,000 stores in China.
With several milk tea companies expanding into the market during the past two years, Australia is a promising destination for the sector.
Global milk tea giant Gong Cha last year said it planned to add 17 new stores to its existing 118 locations in Australia and both Gotcha and Chatime recently said they planned to prioritise the market.
Questions & Answers
Q.What is the store count for Mixue in its home country, and how many international stores does it currently operate?
What is the store count for Mixue in its home country, and how many international stores does it currently operate?
Mixue currently has 21,000 stores in China. Globally, it operates 600 stores across 11 Asian countries, having opened its first overseas outlet in Vietnam in 2018.
Q.What marketing initiative did Mixue implement for its initial store opening in Sydney?
What marketing initiative did Mixue implement for its initial store opening in Sydney?
For its Sydney launch, Mixue ran a marketing campaign offering 1000 Sydney students a free drink. This was designed to promote the new brand in the Australian market.
Q.How will the product quality and pricing of Mixue's offerings in Australia compare to its home market?
How will the product quality and pricing of Mixue's offerings in Australia compare to its home market?
Mixue has stated that while its pricing in Australia will differ from its home market, the quality of its products will remain unchanged. This ensures consistency for customers.
Q.Which other milk tea brands are expanding in the Australian market, alongside Mixue?
Which other milk tea brands are expanding in the Australian market, alongside Mixue?
Global milk tea giant Gong Cha plans to add 17 new stores to its 118 existing locations. Both Gotcha and Chatime have also recently indicated they will prioritise the Australian market.
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