蜜雪冰城论文参考文献
浅析蜜雪冰城营运能力及其发展前景
浅析蜜雪冰城营运能力及其发展前景作者：***来源：《商场现代化》2023年第22期摘要：“蜜雪冰城”是茶飲品牌中一直主打下沉市场且加盟店数量远远领先于同行业其他品牌的独特品牌。
为了深入调查研究其营运能力和发展前景，文章将根据蜜雪冰城股份有限公司公布的招股书内容为理论研究基础，分析应收账款、存货、流动资产、固定资产和总资产这五个指标的周转情况，以发现其营运中存在的问题，提出针对性的解决措施，并展望企业今后的发展前景。
关键词：蜜雪冰城；营运能力；分析；发展随着经济的发展，时代的变迁，企业在发展的过程中面临着诸多挑战。
而营运能力作为企业生存的关键，影响着企业盈利和偿债的能力，自然受到了越来越多的关注。
分析企业的营运能力，有利于企业管理者根据实际问题调整管理方针，有利于投资者提高投资效率，还有利于债权人进行适当合理的信贷决策。
一、企业概况“蜜雪冰城”是1997年在郑州成立的一家以冰激凌食品与休闲茶饮为主打特色的茶饮品牌，经过20余年的发展，尤其在最近几年迅速壮大，其全国门店数量突破了2.2万家，覆盖31个省（自治区、直辖市）的349座城市。
此外，蜜雪冰城积极开拓了东南亚、韩国、日本和澳大利亚等海外市场，截至2022年6月，“蜜雪冰城”在海外的门店数量已突破1000家。
据有关资料显示，“蜜雪冰城”的门店总数占中国现制茶饮市场整体比重的5.13%，终端销售额占中国现制茶饮市场份额比重达到7.15%，具备一定的行业影响力。
2022年9月22日，蜜雪冰城股份有限公司提交的A股上市申请已经被受理，结合其公示的招股书信息可知，“蜜雪冰城”自述现已成为当前国内门店数量最多、规模最大、品牌影响力最强的现制饮品连锁企业之一。
2019—2021年营收分别为25.66亿元、46.8亿元、103.51亿元，它是继海底捞之后中国第二家百亿收入的餐饮品牌。
二、营运能力相关指标分析本文根据招股书2019—2021年财务数据进行计算分析。
品牌IP化视角下茶饮品牌的传播策略研究——以“蜜雪冰城”为例
品牌IP化视角下茶饮品牌的传播策略研究——以“蜜雪冰城”为例近年来，茶饮行业发展迅猛，竞争也愈发激烈。
在这个竞争激烈的市场中，如何打造独特的品牌形象，提高品牌知名度和美誉度，成为茶饮品牌发展的重要课题。
本文将以茶饮品牌“蜜雪冰城”为例，从品牌IP化视角出发，探讨茶饮品牌的传播策略研究。
一、品牌IP化的意义品牌IP化是指将品牌打造成一个具有独立形象和故事情节的虚拟形象，在市场中具有较高辨识度和感染力的品牌。
品牌IP化不仅有利于形成品牌个性，提高品牌认知度，还能够增强品牌的竞争力，吸引消费者的关注和喜爱。
对于茶饮品牌来说，品牌IP化可以帮助打造独特的品牌形象，以区别于众多竞争对手。
此外，品牌IP化可以激发消费者的情感共鸣，增加品牌的忠诚度。
茶饮店的消费者通常是年轻人，与年轻人喜爱的文化、音乐等元素结合，通过品牌IP的营销手法，能够更好地吸引他们的眼球，刺激他们的购买欲望。
二、蜜雪冰城的品牌IP分析蜜雪冰城是中国知名的茶饮品牌，拥有广泛的消费群体和强大的消费市场。
蜜雪冰城通过品牌IP化打造了自己独特的品牌形象，为消费者提供了与众不同的消费体验。
1. 视觉形象：蜜雪冰城采用粉色系的主题色调，用可爱和温馨的形象设计，营造出浓厚的少女心氛围。
甜美的外观设计，吸引了大量女性消费者的目光。
2. 口碑传播：蜜雪冰城注重顾客的口碑传播，用户在社交媒体上分享蜜雪冰城的产品图片和使用体验，通过社交媒体的传播影响更多的潜在消费者。
3. 联名合作：蜜雪冰城与明星、动漫形象等进行联名合作，将粉丝经济与茶饮品牌相结合，既吸引了明星或动漫形象的粉丝，也为品牌赢得了更多的口碑。
三、茶饮品牌的传播策略以蜜雪冰城为例，探讨茶饮品牌的传播策略，可以总结为以下几点：1. 创造有吸引力的品牌形象：茶饮品牌需要与众不同，通过独特的品牌形象来吸引消费者的目光。
可以借鉴蜜雪冰城的做法，用色彩搭配和外观设计来打造具有个性特色的品牌形象，引起消费者共鸣。
蜜雪冰城奶茶英语作文
In the bustling streets of modern cities, one can often find a haven for those seeking a moment of respite amidst the daily grind. For many, this sanctuary comes in the form of a cozy café or a bustling tea shop, where the aroma of freshly brewed beverages fills the air. Among these, the rise of a particular brand has captured the hearts of many, especially the younger generation. That brand is Mixue Bingcheng, or Milk Tea Ice City, a name that has become synonymous with a delightful escape from the mundane.The story of Milk Tea Ice City begins with a simple yet profound idea: to provide a refreshing and enjoyable beverage experience that caters to the diverse tastes of its customers. Founded in 2007 in Zhengzhou, China, the brand has since expanded rapidly, with its presence now felt in numerous cities across the country and beyond. The secret to its success lies in its commitment to quality, innovation, and customer satisfaction.One of the most appealing aspects of Milk Tea Ice City is its extensive menu, which offers a wide variety of options to suit different preferences. From the classic milk tea with tapioca pearls to the more adventurous fruit teas and smoothies, there is something for everyone. The brands signature item, however, is undoubtedly its milk tea. Made with a blend of premium tea leaves and fresh milk, each cup is a testament to the care and attention that goes into crafting the perfect beverage.The process of making a cup of Milk Tea Ice Citys milk tea is an art in itself. The tea is first brewed to perfection, ensuring that the flavors are rich and wellbalanced. The milk is then added, creating a velvety texture thatcomplements the teas natural notes. The final touch comes in the form of toppings, such as the chewy tapioca pearls or the sweet red beans, which add an extra layer of depth to the drink.What sets Milk Tea Ice City apart from its competitors is its focus on innovation. The brand is constantly exploring new flavors and ingredients, ensuring that its menu remains fresh and exciting. This commitment to creativity has led to the introduction of unique items such as the cheese foam tea, which features a creamy layer of cheese foam on top of the tea, offering a delightful contrast of textures and flavors.The ambiance of a Milk Tea Ice City store is another factor that contributes to its appeal. With its warm lighting, comfortable seating, and invitingdécor, the stores provide a welcoming environment where customers can relax and enjoy their beverages. The staff is friendly and attentive, always ready to offer recommendations or answer any questions about the menu.The popularity of Milk Tea Ice City has not gone unnoticed. Social media is often filled with posts from satisfied customers sharing their experiences and raving about their favorite drinks. This online buzz has helped to further spread the brands reputation and attract even more patrons to its stores.However, the success of Milk Tea Ice City is not without its challenges. As with any rapidly growing brand, maintaining the quality and consistency of its products is crucial. The brand must also continue to adapt to the everchanging preferences of its customers and stay ahead of thecompetition.Despite these challenges, the future looks bright for Milk Tea Ice City. With its commitment to quality, innovation, and customer satisfaction, the brand is wellpositioned to continue its growth and become a staple in the lives of tea lovers around the world.In conclusion, Milk Tea Ice City has captured the hearts of many with its delicious beverages, innovative menu, and inviting atmosphere. It has become more than just a place to enjoy a cup of tea it is a place where people can come together, share experiences, and create lasting memories. As the brand continues to evolve and expand, it will undoubtedly remain a beloved destination for those seeking a moment of respite in their busy lives.。
蜜雪冰城：饮品店的草根逆袭
LAND OF MILK TEAAND HONEYHow a budget brand rose to become China’s biggest milk tea franchiseTEXT BY SAM DAVIES, PHOTOGRAPHY BY YUKAI PENG ADDITIONAL PHOTOGRAPHS FROM VCG 蜜雪冰城为什么这么惹人爱？6R ight now ought to be a tough time to sell milk tea in China. Around three years into the Covid-19 pandemic, approximately 370,000 food and beverage outlets in the country have closed, nearly 22 percent of them milk tea shops, according to business news publication Late Post. Yet amid this industry-wide carnage, with consumers tightening their belts and rolling lockdowns suppressing street commerce, one budget milk tea brand with garish marketing, almost no fresh ingredients, a bizarre snowman (known as the “Snow King”) as its brand ambassador, and 2 yuan ice cream is expanding at around 6,000 new stores a year.Mixue Bingcheng, or Mixue Ice Cream and Tea, was founded in 1997 by brothers Zhang Hongchao and Zhang Hongfu from rural Henan province, as a small ice cream, drinks, and fast-food joint in a dusty part of the provincial capital, Zhengzhou. It has since developed into the largest and probably most profitable milk tea and ice cream empire in the country , with over 20,000 stores—mostly in less affluent provincial hubs, suburbs, student areas, and “lower-tier” cities. The company made 1.91 billion yuan in profits in 2021 (a year when it sold an estimated 3.5 billion drinks), has a viral social media presence, and has even gone international, with hundreds of stores mainly across Southeast Asia. It has boomed via a low-price strategy and low-cost business model which first targeted less affluent customers in smaller cities, and has even inspired higher-end brands to lower prices and follow its lead.For consumers, the price of Mixue is the main draw. “A large cup of lemon tea costs just 4 kuai ,” says 30-year-old Beijing resident Li Zhengyi, explaining that he buys it to feel “cool and refreshed.” Used to more expensive drinks priced around 20 yuan or higher, Li, who works in social media marketing for food products, first came across Mixue in a small city in Sichuan province, and initially “thought it was a copycat version of one of the more high-end milk tea shops.” With the country’s economy slowing, graduate unemployment high, and pandemic controls weighing on demand, some consumers have been drawn toward low-priced alternativesCopyright ©博看网. All Rights Reserved.to their favorite brands. In the milk tea industry, that has meant budget brands like Mixue are now expanding even into the largest cities like Beijing and Shanghai. Consumers increasingly want “relatively cheaper goods but with a similar experience,” says Hu Yuwan, vice president at Daxue Consulting, a marketing consultancy firm.For others, the brand’s unpretentious nature and low prices trigger nostalgia. “Their ice cream brings me close to my childhood memories,” Zhang Meng, a 29-year-old from Baotou, Inner Mongolia, tells TWOC, explaining Mixue reminds her ofthe stalls that used to sell ice cream outside her high school. “It’s notas good as ice cream from [high-end milk tea brand] HeyTea, butthe memory is wonderful,” Zhang reminisces.At Mixue, there’s iced lemon tea for 4 yuan, bubble milk tea for 6 yuan, Oreo sundae for 6 yuan, and—the jewel in the Snow King’s crownfor nearly 20 years—a soft serveice cream cone for 2 yuan. Other large brands price their milk tea from around 15 yuan and up, while premium joints such as HeyTea and Lelecha sell at around 30 yuan a drink. Mixue effectively has no major competitors in its price range.The low prices are suppressed via a franchise system where the company produces its own ingredients and then sells them to stores in vast quantities. While most other milk tea brands operate their own stores, just 47 of Mixue’s 20,000 outlets are directly operated by the company. The rest are franchisees who pay a management fee typically between 7,000 and 11,000 yuan a year, depending on the shop’s location.Management fees bring in about 2 percent of Mixue’s annual revenue, while ingredients rake in 72 percent, and equipment like cups and bagsmake up 20 percent. In 2021, thecompany made over 300 million yuanjust from selling straws. It might bemore accurate to call Mixue a foodproduction and logistics company,rather than a milk tea outlet, sincenearly all of its revenue comes fromselling ingredients to stores that bear itslogo and brand.The company established its ownsupply chain in 2012 to producenearly all its own ingredients, few ofwhich are fresh. Most of their drinksare made from powders, which alsoreduces cold-chain transportation andstorage costs. Using powdered milkinstead of fresh, for example, reducesthe cost of producing a cup of milk teaby 1.5 yuan, and that’s without the costof the cold logistics chain required totransport fresh milk.It’s a business model that has provedimmensely successful in the last fewyears. Mixue went from 36 stores in2007, the year it began to operate viathe franchise model, to over 1,000 in2014, 7,225 stores in 2017, and thenover 20,000 today. The next largestmilk tea brand, Shuyi, has around6,000 shops, while premium brandHeyTea has fewer than 1,000. Thecompany’s revenue quadrupled from2019 to 2022. It may soon float on theHong Kong Stock Exchange.But the market is still fiercelycompetitive, and becoming saturated.On a street in Tongzhou district, anouter suburb of Beijing, there are fourdifferent milk tea brands operatingstores, in addition to two Mixueoutlets, within around 100 meters ofeach other. At one of the Mixue shops,located at the main entrance to BeijingWuzi University, 18-year-old Y u Nuoliworks 12-hour shifts for a base salaryof 4,900 yuan per month plus dormaccommodation.“If the shop sells a lot, I can makeup to 6,000 yuan [with sales-relatedbonuses],” she tells TWOC inbetween handling takeout orders andmaking drinks for a steady streamof customers. The shop can take inaround 7,000 yuan on a good day inthe summer, she says, though in thewinter business is slower, “then wemake maybe 3,000.”The store is cramped, around thesize of a shipping container, andY u is the only person on duty whenTWOC visits on a Thursday morning.When it gets busier later in the day ,As little as 300,000 yuan is all it takesto set up a Mixue storeCopyright©博看网. All Rights Reserved.7Issue 6 /2022she explains, two colleagues will work with her until closing time at midnight. The tiny size and low requirements for opening a Mixue franchise are another advantage for the brand in the cut-throat world of China’s milk tea market: Potential franchisees only need 20 square meters to qualify to open a Mixue outlet, and can operate with as few staff as they like. The short menu with easy-to-learn drinks took Y u about seven days to master.It allegedly took Mixue’s founders almost 20 years to strike the right balance between cost and volume that is now proving so effective. When Zhang Hongchao, who grew up in a village near Kaifeng and didn’t go into further education after middle-school, set up his first store in 1997 under the name Hanliu Shaved Ice, it sold cheap Western fast food like fries too.He changed the name to Mixue Bingcheng in 1999, and it became a diner selling shredded potatoes for1.5 yuan. In 2006, they brought outa product that would become their signature: an ice cream cone for 2 yuan, often with a 1 yuan discount. After brother Zhang Hongfu joined the company, Zhang Hongchao thought about changing the brand tobe more upmarket. Zhang Hongfueven allegedly worked at a nearbyDairy Queen outlet in Zhengzhou fora week as research, opening a gelatostore in 2009. It was a failure, closingin under three years, reportedlymaking the brothers just 6,500 yuanin that time.That convinced them for good thatlow prices, less affluent customers,and a franchise model were wherethe brand’s future lay. “Mixue is wellsuited to people living in lower tiercities…or the suburbs where rents andincomes are relatively lower comparedto people living in large city centers,”says Hu. Although the economy’soverall growth rate is slowing inChina, “in lower-tier cities, there isstill a lot of space for brands to grow,”she believes.Operating as a franchise business,however, brings quality controlproblems for head office. Since theshops operate independently andare run by different bosses, Mixue’sregional managers struggle tomaintain standards. Various outletshave been exposed for food safetyscandals, and “[The previous ownerof my shop] was often late paying ussalary,” says Yu, who started workingat her outlet around 18 months agoafter moving to Beijing from herhometown in Anhui province. Shetells TWOC she sometimes had toborrow money from friends andfamily to get by.The company’s rapid expansionfrom smaller cities into themainstream is also due in no smallpart to its theme song—which ZhangMeng describes as “catchy andbrainwashing.” The marketing jingleand music video, featuring crudelyanimated Snow Kings dancing onmulticolored backgrounds singing“I love you, you love me, MixueBingcheng super sweet,” to thetune of American folk song “Oh!Susanna,” made Mixue a viralsensation when they were releasedin June 2021.The brand clearly hasn’t lost itskitsch and grassroots character.While other milk tea chains seekcelebrity brand ambassadors, “theSnow King is [Mixue’s] sole brandrepresentative...and he is ubiquitouson all of their social media channelsand their storefronts,” says Eva Hsu,founder of Ripplr, a digital brandingcompany in Shanghai. “Theircontent speaks to people’s daily lives,daily struggles, and how a cup oftea can make the day better,” Hsuadds, referencing video posts on thecompany’s social media channelswhere Snow King meets everydaychallenges that he overcomes withtea-based solutions.While some argue the milk teamarket is becoming saturated, fornow the Snow King is sitting upon asweet empire. Mixue has even starteda coffee chain called Lucky Cup. Thebusiness strategy is simple: low cost,high volume, a franchise model, anda funky mascot—this time modelledafter the King in a deck of playingcards, named Grandpa K.Copyright©博看网. All Rights Reserved.8Copyright©博看网. All Rights Reserved. Issue 6 /2022。
介绍蜜雪冰城的作文
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嘿，小伙伴们！你们知道吗？在我们的城市里，有一个超棒的地方，那就是蜜雪冰城！它就像一个甜蜜的冰雪世界，让我们在炎热的夏天也能感受到一丝清凉。
基于4P营销理论的蜜雪冰城营销策略探析
3、有针对性的促销活动：蜜雪冰城定期开展多样化的促销活动，激发消费者 的购买欲望，提高品牌忠诚度。
4、创新的营销策略：蜜雪冰城在营销方面持续创新，通过新品推广策略、跨 界合作营销和社交媒体营销等方式，提高了品牌的影响力和知名度。
总之，蜜雪冰城的商业营销模式成功地为其品牌发展提供了强大的支持。通过 对该模式的探析，我们可以从中获得启示和借鉴，为更多的企业提供有益的参 考。
4、联合营销：蜜雪冰城积极与其他品牌进行合作，以提高自己的曝光率。例 如，蜜雪冰城曾与电影院、游戏厂商等合作，推出联名款冰品和优惠活动。通 过这些合作，蜜雪冰城成功地将品牌推广给了更多的消费者，实现了品牌的快 速增长。
总之，蜜雪冰城在新媒体营销策略中应用4I理论，实现了品牌的快速发展。通 过优化网站、社交媒体、内容营销和联合营销等手段，成功吸引了大量潜在客 户，提高了品牌知名度和销售额。未来，蜜雪冰城可以继续消费者需求的变化， 创新营销方式，以实现品牌的持续增长。蜜雪冰城还可以考虑拓展国际市场， 进一步提升品牌的影响力。
案例分析：以蜜雪冰城的新品 “黑糖珍珠奶茶”为例
为了迎合市场需求，蜜雪冰城推出了一款新品——黑糖珍珠奶茶。这款产品结 合了冰淇淋和奶茶的特点，为消费者带来了全新的味觉体验。
在产品方面，“黑糖珍珠奶茶”不仅口感丰富，还选用了高质量的珍珠和奶茶 粉。此外，为了确保产品的品质和安全性，蜜雪冰城对原材料进行了严格筛选 和控制。
四、案例分析
1、案例一：新品推广策略蜜雪冰城在产品创新方面一直保持着高度的敏锐度。 为了满足年轻消费者追求个性化的需求，蜜雪冰城推出了“定制冰淇淋”服务， 让消费者可以根据自己的喜好，选择不同的口味、颜色和形状的冰淇淋。这一 创新服务在市场上引起了热烈反响，为蜜雪冰城带来了可观的销售额和品牌曝 光度。
基于波特三种类型组织战略的研究和优化建议——以蜜雪冰城为例
基于波特三种类型组织战略的研究和优化建议——以蜜雪冰城为例基于波特三种类型组织战略的研究和优化建议——以蜜雪冰城为例引言：蜜雪冰城是一家知名的饮品连锁企业，提供各种美味的冰饮和甜品。
在竞争激烈的市场中，企业需要制定有效的组织战略来保持竞争优势。
本文将以波特三种类型组织战略为基础，对蜜雪冰城的战略进行研究，并提出优化建议。
一、成本领先战略成本领先战略是指企业通过降低成本、提高效率来获得竞争优势。
对于蜜雪冰城来说，降低成本是一个关键的挑战，因为原材料和劳动力成本对其经营利润的影响较大。
为了实施成本领先战略，蜜雪冰城可以采取以下措施：1. 优化供应链管理：与供应商建立长期稳定的合作关系，以获得更低的采购成本。
同时，进行供应链中的库存管理，控制库存水平，减少资金占用和仓储成本。
2. 提高生产效率：通过引入先进的生产技术和设备，优化生产流程，降低生产成本。
同时，加强员工培训，提高员工的生产技能和效率。
3. 控制运营成本：减少无效的开支，如能源消耗、物流费用等。
同时，进行定期的成本分析，找出潜在的降低成本的机会。
二、差异化战略差异化战略是指企业通过提供独特的产品或服务来获得竞争优势。
对于蜜雪冰城而言，差异化战略可以使其在激烈的市场竞争中脱颖而出。
以下是一些蜜雪冰城可以采取的差异化策略：1. 创新产品开发：不断推出新颖、独特的冰饮和甜品，以满足消费者不断变化的需求。
可以与厨师和研发团队合作，引入新的食材和制作工艺。
2. 提供个性化服务：了解消费者的喜好和需求，根据其个性化的要求定制特殊口味和配料。
可以通过手机应用程序或会员系统记录顾客的购买习惯，以提供个性化推荐。
3. 打造独特的品牌形象：通过创意的包装设计、店铺装修和宣传活动，塑造蜜雪冰城独特的品牌形象。
可以与设计师和市场推广团队合作，传达品牌的核心价值和理念。
三、专注战略专注战略是指企业在市场上选择一个特定的细分领域进行专注经营，从而获得竞争优势。
对于蜜雪冰城来说，可以选择在特定的地区或消费群体中实施专注战略。
创业计划书范文蜜雪冰城
创业计划书范文蜜雪冰城一、商业简介1.1 公司背景：蜜雪冰城是一家致力于提供高品质冰淇淋和饮品的连锁品牌。
我们秉承“新鲜、健康、美味”的理念，以创新的口味和高品质的原材料为消费者提供美味可口的冰淇淋和饮品。
公司成立于2008年，总部设在上海，已经在中国各大城市设立了多家分店，深受消费者的喜爱和认可。
1.2 产品与服务：蜜雪冰城主要经营冰淇淋、冰沙、奶茶等饮品，以及一系列小吃。
我们每天选用新鲜的食材，自家制作的原料，为消费者提供口感浓郁、健康美味的产品。
我们的产品种类丰富，口味独特，深受年轻人和家庭消费者的喜爱。
1.3 市场定位：蜜雪冰城主要面向年轻人和家庭消费者，产品口感好，价格适中，适合各个年龄段的消费者。
我们注重产品品质和服务体验，不断创新，满足消费者不断提升的需求。
二、市场分析2.1 市场需求：随着消费水平的提高和生活方式的改变，消费者对食品品质和口味的要求越来越高。
冰淇淋和饮品作为一种快餐消费方式，受到年轻人和家庭消费者的喜爱。
蜜雪冰城以其新鲜、健康、美味的产品和优质的服务，深受消费者喜爱。
2.2 竞争分析：目前，冰淇淋和饮品市场竞争激烈，各大品牌纷纷推出新品种和促销活动。
然而，蜜雪冰城凭借其独特的口味和品质，优质的服务，一直保持着一定的市场份额。
我们的竞争优势在于产品的口味独特和品质可靠，价格适中，服务质量优秀。
2.3 市场发展趋势：随着经济的发展和居民消费水平的提高，冰淇淋和饮品市场潜力巨大。
消费者对品质和口味的要求不断提高，对健康的关注度也在增加。
蜜雪冰城将继续保持创新，提高产品质量和服务水准，满足消费者不断提升的需求。
三、创业计划3.1 公司定位：蜜雪冰城将继续坚持“新鲜、健康、美味”的理念，不断创新，提供更多更好的产品和服务。
我们将加大市场推广力度，扩大市场份额，提高品牌知名度。
3.2 发展目标：短期目标：在未来一年内，扩大品牌知名度，增加营业额，提高产品质量和服务水准。
中期目标：在未来三年内，开设更多的分店，覆盖更大的市场，提高品牌忠诚度，实现品牌的可持续发展。
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蜜雪冰城论文参考文献
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