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Marketing concept refers to the guiding ideology and code of conduct in the organization and planning of business management practice activities, and is the embodiment of business philosophy and thinking methods. / Mixue uses a pricing strategy and determines the right price based on the uniqueness and quality of the product. In addition, it often launches various promotional activities, such as buy one get free, to attract more consumers. Mixue is a national chain ice cream and tea brand after more than 20 years of development, the number of global stores is large, and is actively exploring overseas markets.

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- “Take the struggler as the foundation and Customer-centric ”Mixue is committed to making everyone in the world can enjoy high-quality and inexpensive delicious food, and has been adhering to such a business and service concept.

-" Natural, healthy and delicious "product concept: Mixue pays attention to the choice and quality of food, ensuring that every dessert is carefully made.

-Product development focuses on innovation: mixue constantly innovates, allowing consumers to taste the freshest and most interesting desserts.

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Market positioning: to meet consumer demand Before entering the Southeast Asian market, MIXUE has conducted sufficient research and analysis of the target market. According to the consumption characteristics of different countries and regions, MIXUE has developed differentiated market strategies and strives to meet the needs of consumers. For example, for hot climates and consumer tastes, MIXUE has added tropical fruit flavors of ice cream and tea to its product line, which have been warmly welcomed by local consumers.