$MIXUE GROUP(02097)$ $POP MART(09992)$
Mixue hitting new highs is a painful reminder of how I underestimated the power of low prices and high foot traffic.
Insane Scalability: Their model is simple but genius—cheap, fast, and addictive. The franchise system allowed them to scale across China and into Southeast Asia like wildfire.
Brand Power on a Budget: While others burn cash on marketing, Mixue lets memes and word-of-mouth do the heavy lifting. Their cost control and viral presence? Chef’s kiss.
Missed the Signs: The queues, the TikTok buzz, the copycats… It was all there. I just didn’t believe a budget bubble tea brand could become a legit stock market darling.
If I could go back, I’d load up right after their first few international openings. Lesson learned: never ignore a “cheap and cheerful” business with cult-like following.
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