Mixue Group's H1 2025 Report: Steady Growth and All-Time High in Global Stores.

Mixue Group Reports Strong H1 2025 Results with 39.3% Revenue Growth.

Mixue Group (Stock Code: 2097.HK) announced strong financial results for the first half 2025. Thanks to its powerful supply chain, popular brand IP, and efficient store operations, the company achieved impressive growth:

Revenue: RMB 14.87 billion, up 39.3% year-on-year

Gross Profit: RMB 4.71 billion, up 38.3%

Net Profit: RMB 2.72 billion, up 44.1%

This strong performance shows Mixue’s continued focus on high-quality growth.

Rapid Global Store Expansion: Nearly 10,000 New Stores in One Year

Despite being in a competitive market, Mixue has continued to grow its global store network incredibly.

Total Global Stores: 53,014 (as of June 30, 2025)

Net New Stores: +9,796 in the past year

Market Reach: Stores now operate across mainland China and 12 overseas countries.

In China, the company is deeply focused on lower-tier cities, which are a major source of its growth. Over 57.6% of its domestic stores (27,804 locations) are in these cities.

Globally, Mixue is steadily expanding its presence in Southeast Asia and has entered new markets like Kazakhstan in April.

Its coffee chain, Lucky Cup Coffee, is also growing quickly and opened its first overseas store in Malaysia in August.

Smarter Stores for Better Efficiency and Safety

Mixue is investing in technology to make its stores more efficient and safe.

Smart Dispensers: Over 5,600 stores are now equipped with smart drink dispensers. These machines ensure accurate temperatures and portions, improving speed and consistency.

Food Safety: The company runs monthly safety training and quarterly "model store" awards, and it uses digital tools to maintain high hygiene standards across all locations.

Mixue’s quality control system covers every step from farm to cup, ensuring customers always get a high-quality product.

A Powerful Supply Chain That Supports Global Growth

Mixue built one of the largest supply chains in the industry to keep costs low and quality high.

Global Sourcing: Sources ingredients from 38 countries across six continents. In May, it signed an RMB 4 billion agreement to buy materials from Brazil.

In-House Production: 100% of its core drink ingredients are produced in its own five factories with over 70 smart production lines.

Free Logistics for Franchisees: Since 2014, Mixue has provided free shipping to its store owners. It now has 29 warehouses in China and localized logistics networks in 4 overseas countries, ensuring fast and reliable delivery everywhere.

Building a Beloved Brand with "Snow King"

The "Snow King” IP is at the heart of Mixue’s marketing and connects with fans of all ages.

Flagship Stores: Its large flagship store in Zhengzhou became a popular tourist spot, attracting over 240,000 visitors during the May holiday. A new flagship in Zibo had a single-day sales record of RMB 200,000.

Global IP Events: The brand hosts “Snow King” parades and exhibitions across the country.

Online Popularity: The hashtag #MixueBingCheng has over 54.2 billion views on Douyin (TikTok). The "Snow King" cartoon is now translated into multiple languages for global fans.

Popular Products and Innovation

Mixue continues to launch hit products that customers love.

Top Sellers: Fresh Lemon Water, Ice Cream, Jasmine Milk Green Tea, Bubble Tea, and Orange Juice.

New Success: A new Green Grape drink sold over 7 million cups in its first 3 days.

Lucky Cup Coffee’s Hit: Its new "Real Fruit Coffee" series, launched in May, achieved over RMB 100 million in sales in its first month.

Giving Back to the Community

Mixue is committed to social responsibility.

Supporting Farmers: Works with over 144,000 fruit farmers across 17 Chinese provinces, guaranteeing that they will buy their produce.

Disaster Relief: Donated RMB 10 million after an earthquake in Tibet and RMB 1 million after floods in Guizhou.

Children’s Charity: Has helped build 42 playgrounds for rural schools and supports a public bookshelf project in 85 of its stores.

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