Research on the 4P Strategy of Mixue Ice Cream & Tea Entering the High-End Market

Abstract

As competition in the new-style tea beverage market intensifies, Mixue Ice Cream & Tea, a leading brand that rose to prominence with a low-price strategy, faces multiple challenges including rising costs, market saturation, and consumption upgrading. Using the 4P marketing theory as an analytical framework, this paper systematically examines the strengths and weaknesses of Mixue Ice Cream & Tea across the four dimensions of product, price, place, and promotion, and explores feasible strategiess for its entry into the high-end market. The study finds that Mixue Ice Cream & Tea possesses a solid foundation in areas such as supply chain integration, economies of scale, outlet density, and IP marketing, yet still shows deficiencies in product innovation, pricing flexibility, store experience, and depth of brand culture. Based on these findings, this paper proposes optimization strategies  including differentiated product innovation, flexible pricing strategies, contextual channel restructuring, and IP value enhancement, providing strategic references for Mixue Ice Cream & Tea to achieve upward brand breakthroughs.