{"id":181052,"date":"2023-01-05T14:47:06","date_gmt":"2023-01-05T07:47:06","guid":{"rendered":"https:\/\/unair.ac.id\/unair-marketing-strategy-expert-view-on-mixue-rapid-expansion-in-indonesia\/"},"modified":"2023-01-06T15:55:20","modified_gmt":"2023-01-06T08:55:20","slug":"unair-marketing-strategy-expert-view-on-mixue-rapid-expansion-in-indonesia","status":"publish","type":"post","link":"https:\/\/unair.ac.id\/en\/unair-marketing-strategy-expert-view-on-mixue-rapid-expansion-in-indonesia\/","title":{"rendered":"UNAIR Marketing Strategy expert view on Mixue rapid expansion in Indonesia"},"content":{"rendered":"\n<p><strong>UNAIR NEWS<\/strong> \u2013 The rapid expansion of ice cream and tea store Mixue in Indonesia received public attention. The netizens even nicknamed Snow King, the snowman logo of Mixue Chinese company, as \u201cAngel of Vacant Store\u201d for its fast expansion across the cities.<\/p>\n\n<p>Marketing Strategy lecturer of <a href=\"http:\/\/unair.ac.id\/en\">51动漫<\/a>, Prof Dr. Sri Hartini SE MSi, shared her views on the matter. She commended the \u201cMixue-zation\u201d as an interesting phenomenon, and the company\u2019s marketing strategy runs well.<\/p>\n\n<h5 class=\"wp-block-heading\"><strong>Four marketing tools done right<\/strong><\/h5>\n\n<p>Companies mostly used four marketing strategy tools: price, product, place, and promotion. Mixue managed to use those four tools well.<\/p>\n\n<p>First, the price. Prof Hartini believed that one of Mixue\u2019s strengths lies in its low-price product. In marketing strategy, the concept is known as penetration pricing.<\/p>\n\n<p>\u201cMixue purposely grabs the existing ice cream markets with its low prices. We don\u2019t know if Mixue\u2019s penetration pricing does offer the cheapest price or will it raise the price once the competitors are gone,\u201d she said.<\/p>\n\n<p>Besides penetration price, hundreds of Mixue\u2019s branches impact the selling price as the company had to prepare a huge supply of production. It causes Mixue to reach the economic scale so that it sells well and lowers production costs.<\/p>\n\n<p>\u201cFor instance, we want to buy the package. If we only produce hundreds instead thousands, the latter will be cheaper. Its main strengths lie in the cheap pricing, low cost, and franchise system. Everything is taken care of by each branch,\u201d Prof Hartini said.<\/p>\n\n<p>Second, the product. Mixue\u2019s product tastes as good as its competitors. Mixue has successfully made a good and competitive product at a low price.<\/p>\n\n<p>Third, the place. The company distribution of Mixue has succeeded in relying on the strength of partnerships so that a good place with the high-priced cost is no longer necessary.<\/p>\n\n<p>Fourth, the promotion. Mixue uses social media marketing to promote the product and go viral through Instagram, TikTok, and many more.<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/QBG3FtPGNA-aRpqWT4WaVRl0WkHKgZ0rrZNduJRwIsd8dL6vlINl5fpyxqnXKlBIUMjivaKfuGJgLKD8hk8mqp5TNCxthKEY8eSei2Z-2DtJk65tsJVqOcnEyJrFgu82rk5PUnZ4b6FOFnK3ii8qse7MKKTYMDMa9BR5PG23s8QuB5Nr7FWYX6IY6_-3\" alt=\"\"\/><\/figure>\n\n<p>Marketing Strategy Expert Prof Dr. Sri Hartini SE MSi (Courtesy of Agus Irwanto PKIP)<\/p>\n\n<h5 class=\"wp-block-heading\"><strong>Different from McDonaldization<\/strong><\/h5>\n\n<p>The Faculty of Economics and Business professor stated that \u201cMixue-zation\u201d is different from McDonaldization despite being franchises. Mixue expands more massively than McDonald\u2019s due to the low price, making it easier for people to open a booth.<\/p>\n\n<p>\u201cBesides, in McDonald\u2019s case, we weren\u2019t really used to eating bread and fries for regular consumption. In this case, ice cream is not a new thing. The way the franchises got in are the same, but it\u2019s different,\u201d she said.<\/p>\n\n<p>In the end, Prof Hartini believed Mixue would impact other ice cream and beverage booths in Indonesia, though every product has different markets. However, if the markets are not maintained, they may switch to Mixue.<\/p>\n\n<p>\u201cEspecially nowadays, when everything can go viral and monetary crisis, everyone has a high price sensitivity. So, the local companies must improve, creating new products and innovating,\u201d she said.<\/p>\n\n<p>Author: Rafli Noer Khairam\u00a0<\/p>\n\n<p>Editor: Binti Q. Masruroh<\/p>\n","protected":false},"excerpt":{"rendered":"<p>UNAIR NEWS \u2013 The rapid expansion of ice cream and tea store Mixue in Indonesia received public attention. The netizens even nicknamed Snow King, the snowman logo of Mixue Chinese company, as \u201cAngel of Vacant Store\u201d for its fast expansion across the cities. Marketing Strategy lecturer of 51动漫, Prof Dr. Sri Hartini SE MSi, [&hellip;]<\/p>\n","protected":false},"author":79,"featured_media":180891,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[48,50,4554,88],"tags":[],"class_list":["post-181052","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experts","category-news-en-2","category-news","category-news-feb-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>UNAIR Marketing Strategy expert view on Mixue rapid expansion in Indonesia - 51动漫 Official Website<\/title>\n<meta name=\"description\" content=\"The rapid expansion of ice cream and tea booth Mixue in Indonesia received public attention.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/unair.ac.id\/en\/unair-marketing-strategy-expert-view-on-mixue-rapid-expansion-in-indonesia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UNAIR Marketing Strategy expert view on Mixue rapid expansion in Indonesia - 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