Mixue, a chain beverage company, opened a new store in SS15 on September 11th this year. It is on the ground floor of No 12-G. There was a promotional activity where customers could buy 2nd cup at 50% off from September 11th to 12th. It provides on-site dining and packaging services from 11 a.m. to 11 p.m.
Mixue was established by Zhang Hong in 1997. Its headquarters is in Zhengzhou, China. The main products include fresh ice cream, tea drinks, milkshakes, etc. Mixue has become popular because of its low price and adequate weight. The number of stores has exceeded 25000, covering 31 provinces, cities, and autonomous regions in China.
Mixue started its business in Malaysia last year. It opened its first store in Johor Bahru, which is at the same time as the opening of the first store in Singapore. After that, Mixue has continued to expand the business landscape until now. It established its first store in Kuala Lumpur on April 16th, 2022. It has owned 89 stores in Malaysia.
Three customers were interviewed about their experiences at Mixue in SS15. Corina, one of the Malaysian interviewees, thought it was hard to find the location of Mixue here compared to its stores in China. Other interviewees, Zhen Peng and Meng Meng disagreed with her. They agreed that the store is clean and tidy, and the style of decoration is simple and modern. There are enough tables and chairs. “I think it conforms to the public's aesthetic.” said by Zhen Peng.
Their preference is different. Zhen Peng had tasted pearl milk tea, lemon black tea, mango green tea, and poplar branch nectar. He generally prefers tea drinks. Corina liked lemonade, peach oolong, milk cover four seasons spring (A tea that combines the aroma of oolong tea and green tea. It can be consumed all year round.), and ice cream. When asked about the taste, Corina said, “They are all very good”. Zhen Peng said, “The taste is basically the same as it in China. But Mixue has adjusted the taste a little to satisfy local people. Generally speaking, it is more gentle, not so sweet.” “Worth the price.” said by Meng Meng.
As for food safety, Zhen Peng thought Mixue had taken measures to guarantee it. “They usually regularly inspect raw materials, clean equipment, and conduct hygiene training among employees.” Said by her. Corina and Meng Meng never found food safety problems at Mixue. Therefore, they believed that Food safety issues rarely occur there.
They all considered that the price was low. It is the core support for competitiveness. The variety of drinks is rich including ice cream, tea drinks, and juice. Meng Meng smiled and said, “Sometimes popular drinks are sold out”. The menu is usually updated every one to two months. Corina noted that many new drinks echo seasonal or regional characteristics.
The service is friendly and efficient in their opinions. Staff can complete the order fast and introduce drinks in detail.
Mixue plans to open more stores in Malaysia according to its official website. Interviewees believe it can be achieved. Zhen Peng said, “I think the future of Mixue is bright in Malaysia. Because it offers new and variable drinks, which are rare here. Besides, my Malaysian friends like the chain company. It is helpful for Mixue to develop.” “Malaysians’ salaries are not high generally. Chinese students here also need cheap drinks. But there are no cheap and delicious drinks. Mixue has filled the gap in the low-priced market. So it will become popular.” Said by Corina. Meng Meng adds that the brand awareness and fewer stores make it more attractive for both Malaysians and Chinese students in Malaysia. She smiled and said, “My classmates and I are all curious about the taste in Malaysia.”
Mixue might face some potential problems in Malaysia. In Zhen Peng’s view, keeping food safe in the long term will be challenging. Raw materials are prone to deterioration in the tropics. What is more, it is difficult to maintain a low price when costs are always increasing. If the price increases, Mixue will lose many customers. Corina thought it was uncertain for Mixue to keep the staff who have been training completely. Excessive employee turnover can affect the operation of the store.
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