Mixue Bingcheng Ice Cream

AI Gourmet Analysis

Overview of Mixue Bingcheng's Ice Cream

Mixue Bingcheng (蜜雪冰城, Mixue Bingcheng) is a major Chinese franchise chain founded in 1997 in Zhengzhou, Henan Province, China. It primarily offers reasonably priced ice cream, milk tea, and various beverages. The founder, Zhang Hongchao, started the business from a small shop and achieved rapid growth by providing high-quality products at affordable prices. By the 2020s, Mixue Bingcheng had developed into a major global brand with more than 20,000 stores domestically and abroad.
Among its products, ice cream (mainly soft serve, locally referred to as "冰淇淋" or "Bingqilin") is one of its most iconic items. It is widely available not only in urban centers and tourist destinations but also in small and medium-sized cities in rural areas.

Characteristics and Background

Mixue Bingcheng's ice cream is characterized by its simple yet refined flavor. The base has a distinct milky taste while being designed to hold back on excessive sweetness, making it appealing across a wide range of ages and preferences. Additionally, the cone is mixed with sesame, the aroma of which enhances the flavor of the milk.
Another key point is its very affordable pricing—one ice cream costs just a few yuan (equivalent to a few dozen yen), drawing many consumers. Even in the Chinese market, where rising prices and higher raw material costs are a concern, the company maintains these low prices through cost management and the establishment of mass production and supply systems.

Asian Iced Dessert Culture and Ice Cream

The culture of enjoying iced desserts has long been rooted in East Asia, including China. Although ice cream became more widely popularized in China after the Reform and Opening Up era, the rise of Mixue Bingcheng led to its spread as a familiar snack not only among urban youth but also among rural residents. This momentum is expanding to various regions in Southeast Asia, the Middle East, and parts of Central Asia, with overseas expansion increasing year by year.

Quality Control and Corporate Efforts

Mixue Bingcheng has established a nationwide integrated production and supply chain, achieving high quality while implementing a low-price strategy by thoroughly managing ingredients and hygiene standards. The balance of dairy ingredients and the flavor and texture of the cone are consistently maintained, earning a reputation for reliability compared to other low-cost chains. Furthermore, the snowman mascot depicted in the logo is also symbolic and contributes to its appeal and marketing, particularly among younger consumers.

Positioning and Scenes of Use in Beijing

In major cities such as Beijing and popular tourist destinations, Mixue Bingcheng is especially popular among students, families, and tourists. Many of its outlets are in a stand-style format that allows for easy visits, with streamlined operations from ordering to pickup, enabling customers to receive their products smoothly even in busy locations. Particularly during the peak heat of summer, many stores sell several hundred cups a day, demonstrating their exceptional operational capacity.

Social and Cultural Impact

The rapid growth of Mixue Bingcheng symbolizes changes in consumer culture in China and the spread of rational price awareness. At the same time, it has promoted greater awareness of food safety and franchise management in local communities, intensifying competition with other emerging brands and established chains. Furthermore, through Chinese social media, user feedback highlighting "good cost performance" and the "coexistence of nostalgia and novelty" has spread, making Mixue Bingcheng a deeply rooted presence in local culture.