Store Unit Simulator
Tactile Inputs
Avg Retail Price / Cup
$0.95
Daily Volume (Cups)
850
Franchisee Gross Margin (%)
32.5%
Central Supply Procurement
88%
Global Store Count
60,000
Store Buildout Capex
$40,000
High-Velocity Flywheel Active: Zero franchise royalty with 88% captive supply margin creates strong franchisee payback (8.4 mos).
Global Outlet Footprint vs Retail Price Position
Source: Economist & Corporate Disclosures
Step 1: Upstream
Direct Agricultural Sourcing
Captive lemon orchards (Sichuan), tea plantations (Fujian), and citric acid processing.
Step 2: Manufacturing
Centralized Smart Factories
Dabaidao & Henan production lines churning syrups, milk powders, and plastic cups at cost.
Step 3: Logistics
Cold-Chain Warehousing
5 major logistics hubs delivering within 24h to 95% of domestic county-level stores.
Step 4: Franchisee
Zero-Royalty Storefront
HQ takes zero cut of cup sales; profits solely on bulk ingredient & equipment replenishment.
Why Western Competitors Struggle to Emulate:
Mixue functions as an agricultural food-processing conglomerate disguised as a beverage retailer. 98% of HQ revenue originates from supply chain sales to franchisees, allowing sub-$1 retail prices that outcompete local tea shops.
| P&L Line Item | Monthly (USD) | % of Revenue | Operational Role |
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