TITLE:
Overseas Market Entry Strategies of New-Style Tea Drink Companies: A Case of Mixue Company
AUTHORS:
Suitao Mou
KEYWORDS:
International Market Strategy, Overseas Expansion, International Competitiveness, New Tea Drink
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.13 No.12,
December
29,
2023
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
situations. 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.