Overseas Market Entry Strategies of New-Style Tea Drink Companies: A Case of Mixue Company

Abstract

In recent years, China’s new-style tea drink industry has developed rapidly. As competition in the domestic industry continues to intensify, many new- style tea drink companies, including Mixue, have begun to explore effective strategies for entering overseas markets. Mixue has been going overseas for four years, and the number of overseas stores has exceeded 1000, which can bring important inspiration to new-style tea drink companies in similar situa- tions. This article takes Mixue Company as an example, comprehensively considers the entry mode and influencing factors of the international market, and uses literature research, SWOT analysis and PEST analysis to sort out the history of Mixue’s overseas expansion and analyze its strategies and measures to enter the overseas market, analyze and explore the macro environment, industry competition characteristics and the advantages and disadvantages of companies from different angles, provide feasible suggestions for entering overseas markets from the government and company levels through the case analysis, and help Chinese new-style tea drink companies to gain a better foothold and develop overseas.