Research Overview on How Enterprises Can Breakthrough Amidst The Background of Consumption Downgrading: A Case Study of Mixue Ice Cream
DOI:
https://doi.org/10.62051/wz761279Keywords:
Consumption Downgrading; Mixue Ice Cream; Cost Leadership Strategy; Differentiation Strategy; Digital Transformation.Abstract
On the macro trend of consumption downgrading, consumers pay increasing attention to overall cost-effectiveness, preferring cost-performance ratio-higher products. Tea beverage enterprises face both opportunities and challenges. Based on the analysis of the famous tea beverage brand, Mixue Ice Cream, this paper, through the SWOT model, explains its strategic adaptation to the consumption downgrading phenomenon, comparing it to Naìsnow. Findings are that Mixue Ice Cream, through the cost leadership advantage, strict supply chain control, and iron discipline regarding digital transformation, has realized scalable growth as well as extensive market penetration. Naìsnow, on the other hand, has realized improvement in core competitiveness based on differentiation strategy, product innovation, as well as improvement in brand experience. These strategies have their own strengths and are consistent with the current consumption downgrading trend. This paper also recommends that enterprises need to strategically shift their goal of development based on their specific resource endowment, taking full advantage of digitalized tools so that market demand changes are quickly captured and responded to. Findings of the research offer valuable theoretical guidance as well as very pragmatic reference to enterprises of the same industry as they make strategic facing the rising landscape of consumer demand.
Downloads
References
[1] Jia F, Yang Z, Ji L, et al. “Boss ceiling effect”: brand downgrading consumption of workplace employees[J]. Asia Pacific Journal of Marketing and Logistics, 2020, 32(7): 1589-1609.
[2] Sugiura S, Sugiura A. Perspective of Using Analytic Hierarchy Process in the Procedure of Conjoint Analysis[J]. International Journal of Affective Engineering, 2024, 23(2): 87-93.
[3] Chen R, Li T, Li Y. Analyzing the impact of COVID-19 on consumption behaviors through recession and recovery patterns[J]. Scientific Reports, 2024, 14(1): 1678.
[4] MahmoumGonbadi A, Genovese A, Sgalambro A. An optimisation tool for strategic planning of multiple downgraded market levels in circular supply chain management[J]. Annals of Operations Research, 2025: 1-33.
[5] Lin L, Guo Z, Zhou C. Failure to maintain customers: antecedents and consequences of service downgrades[J]. Journal of Service Theory and Practice, 2023, 33(3): 387-411.
[6] Moreira C A. Digital monitoring of heavy equipment: advancing cost optimization and operational efficiency[J]. Brazilian Journal of Development, 2025, 11(2): e77294-e77294.
[7] Greeven M J, **n K, Yip G S. How Chinese companies are reinventing management[J]. Harvard Business Review, 2023, 101(2): 104-111.
[8] Shi M. An Analysis of IPO Motivation and Effects of New Chinese Tea Brands: Taking Naìsnow as an Example[C]//SHS Web of Conferences. EDP Sciences, 2024, 188: 01025.
[9] Wang X. Profit model analysis of new tea industry from the perspective of supply chain[C]//SHS Web of Conferences. EDP Sciences, 2024, 208: 02008.
[10] Mammadova R, Aghayeva T, Alieva Z. Improving Quality and Functional Propertiesof Tea-Based Drinks[J]. Proceedings of Azerbaijan High Technical Educational Institutions, 2024, 2(148): 639-645.
[11] Jiang Y. Study on the Communication Strategy of Neo-Chinese-Styled Tea Drink Brand CHAGEE on Douyin under the Perspective of Ritual View[C]//SHS Web of Conferences. EDP Sciences, 2024, 199: 03021.
[12] Farrag M E, Elessamy D. Investigating the Effect of Perceived Healthcare Products Quality and Brand Image on Brand Usage Moderated by Brand Trust[J]. Journal of Advances in Economics and Business Studies (JAEBS), 2025, 2(1).
[13] Sörries T. Remaining Traditional with the Core While Implementing Digital Solutions: A Multiple Case Study of Fast-Moving Consumer Goods Companies About Digitalization and Business Model Innovation[D]. Universidade Catolica Portuguesa (Portugal), 2023.
[14] Hu N, Liu X, Mu K, et al. The blue ocean strategy of Mixue Ice Cream and Tea during market saturation crisis in the milk tea industry[C]//Proceedings of the 6th International Conference on Economic Management and Green Development. Singapore: Springer Nature Singapore, 2023: 1117-1127.
[15] Wu Z, Guo F. Strategic Interactions in Franchising Systems When Anticipating Innovation: How to Develop Operational Strategies and Cooperative Alliance Models?[J]. IEEE Access, 2024, 12: 37231-37246.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Transactions on Economics, Business and Management Research
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
