Mixue Bingcheng, a Chinese milk tea brand, has expanded overseas with more than 1000 stores in five years, becoming a model for brand internationalization. This article analyzes its market development strategies and success factors in Japan and Indonesia.

Japanese Market Strategy:

Location Strategy: The first store was chosen in the luxury goods area of Tokyo to create a contrast that attracts attention; the second store is in the Chinese community to quickly accumulate customers and expand influence through word of mouth.
Platform Utilization: Spread through Xiaohongshu, established the official account MIXUE.JAPAN, interacted with customers, and enhanced brand recognition.
Indonesian Market Strategy:

Promotion of Festival Activities: Such as Valentine’s Day promotions to attract consumers and expand influence through social media sharing.
IP Operation: Using the image of the Snow King, attracting the audience with rhythmic movements, and replicating the Snow King image to close the distance between the brand and consumers.
Influencer Collaboration: Cooperating with local bloggers to enhance brand exposure and attract potential consumers.
Cross-industry Cooperation: Cooperating with digital artists, combining religious elements, to achieve brand promotion.
Summary:
The overseas success of Mixue Bingcheng is attributed to flexible marketing strategies and an emphasis on localized operations. The Japanese market completed a cold start through location and platform utilization; the Indonesian market achieved breakthroughs and in-depth cultivation through festival activities, IP operation, and influencer collaboration. Future experiences can be drawn upon to expand global influence with flexible marketing strategies and in-depth localization.

The Mixue Bingcheng case demonstrates how a brand can successfully enter overseas markets through innovation and adaptation to local culture. The flexibility of its strategy and deep understanding of local consumer needs provide valuable internationalization experience for other brands.