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Erschienen in:
2023 | OriginalPaper | Buchkapitel
The Blue Ocean Strategy of Mixue Ice Cream and Tea During Market Saturation Crisis in the Milk Tea Industry
verfasst von : Ningqi Hu, Xin Liu, Ke Mu, Yi Shen, Mingya Zhang
Erschienen in: Proceedings of the 6th International Conference on Economic Management and Green Development
Verlag: Springer Nature Singapore
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Abstract
In recent years, China's milk tea market has developed at a rapid speed and well-known milk tea brands such as HEYTEA, NAYUKI and CHABAIDAO have seized market share quickly. The phenomenon of dense store distribution appears in the milk tea industry with the serious homogenization, fierce competition and so on. China's milk tea industry is facing a serious market saturation crisis, which makes it the red ocean. To survive this crisis, Mixue Ice Cream and Tea has adopted the blue ocean strategy and made a big success. This paper takes Mixue Ice Cream and Tea as a case, analyzing how the brand uses strategy canvas and ERRC model to develop blue ocean strategy, as well as the aspects that can be further improved. Accordingly, this work wants to research the suitable blue ocean strategy for the whole milk tea industry to deal with the market saturation crisis.