From a humble ice cream stall on the streets of Zhengzhou, China, to becoming one of the world’s largest fast-food chains, Mixue Ice Cream and Tea has traveled an extraordinary journey. When we think of global business giants, names like Apple or Microsoft often come to mind—but this time, the story belongs to a soft-serve cone and milk tea brand that has captured millions of customers worldwide. What makes this rise even more remarkable is the smart business strategies, intellectual property (IP) protection, and trademark positioning that fueled its success. To explore more about this fascinating business model, continue reading.
How Did Zhang Hongchao Turn Mixue into the World’s Largest Tea Chain?
Before understanding Mixue Ice Cream and Tea’s Success story, it’s important to look back at its humble beginnings. The brand’s story starts with Zhang Hongchao in 1997, when he was just a regular college student trying to support his family. To earn extra income, he worked at a small drinks kiosk, which gave him his first exposure to the beverage business. Inspired by this experience, Zhang decided to start his own venture. With a small loan from his grandmother, he opened a shaved ice stall in his hometown. Unfortunately, the business failed to attract enough customers. But Zhang did not give up. Learning from that setback, he tried again—this time with a new approach, focusing on soft-serve ice cream.
And this time, things finally clicked. By 1999, Zhang registered the brand “Mìxuě Bīngchéng”. The real turning point came in the early 2000s, when Mixue adopted a franchise model and built a central supply chain to keep prices low and quality consistent. What made it stand out was its unbelievably cheap menu—most items cost under $1, making it a hit with everyday people across China. Over time, the brand’s cheerful “Snow King” mascot and ridiculously catchy jingle turned into cultural icons.
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What Can Entrepreneurs Learn from Mixue Ice Cream and Tea’s Business Model?
Mixue’s success didn’t happen overnight—it was built on a series of smart moves and lessons learned along the way. Some of the key strategies and decisions that turned a small ice cream stall into a global brand:
- Keeping it cheap: Zhang made sure Mixue’s ice creams and teas stayed super affordable—cones sold for just a couple of RMB (under $1), making the brand a hit with students and families.
- Franchising to grow: Instead of opening every store himself, he let others join in through franchising. This move helped Mixue spread quickly across China and then overseas.
- Building his own supply chain: From ingredients to packaging, everything came from Mixue’s central system. This kept quality consistent and gave the company steady profits.
- Making the brand fun: The cheerful Snow King mascot and the famous jingle turned Mixue into a cultural icon you couldn’t ignore.
- Going where others didn’t: While big chains chased big cities, Mixue started in small towns and rural areas, winning over loyal fans before moving into larger markets.
What Trademark Strategies Helped Mixue Become a Global Brand?
Zhang was also smart about protecting the brand.
- Registering the brand early: In 1999, Zhang officially registered “Mìxuě Bīngchéng” (Sweet Snow, Ice Palace). This gave him legal protection and laid the foundation for future expansion.
- Protecting the mascot: The famous “Snow King” mascot wasn’t just cute—it was trademarked. This meant no one else could copy or misuse the character that became Mixue’s cultural symbol.
- Trademarking the jingle and branding elements: Mixue secured rights over its catchy theme song, logos, and packaging designs, ensuring competitors couldn’t imitate its marketing style.
- Expanding IP protection overseas: As Mixue entered new countries, the company filed international trademark to protect its name and mascot across borders—avoiding brand theft in growing markets.
- Building a unique brand identity: By consistently protecting its IP—logos, colors, characters, and even jingles—Mixue made its brand instantly recognizable and difficult to duplicate.
Conclusion
Mixue Ice Cream and Tea’s journey shows that success isn’t just about selling affordable products—it’s also about protecting the brand behind them. By combining smart business strategies with strong IPR and trademark protection, Zhang Hongchao turned a small ice cream stall into a global giant. For any business, the lesson is clear: growth comes from both innovation and safeguarding the identity that makes your brand unique.