On October 27 Mixue Group signed a strategic partnership with the premium fresh-milk brand Yuexianhuo. The two sides will cooperate in depth on supply-chain coordination, joint brand marketing and the exploration of overseas business. It is a further upgrade of a relationship that began in December 2024, when the two companies set up the “Snow King Ranch” joint venture in Xinxiang, Henan.
From raising cattle together to a cup of milk tea: cooperation across the whole chain
The cooperation covers three main areas. On the supply side, Yuexianhuo will be the core supplier of the fresh-milk category for Mixue Group, and the two will jointly expand supply coverage, with Yuexianhuo given priority on volume and supply rights under equal conditions.
Product development is another focus. The two sides will carry out joint R&D on high-protein products, ice-cream ingredients, flavoured milk, milk caps and upgraded yoghurt ingredients. They will also align standards for milk sources, quality control, cold-chain transport and food safety, deepen the building of upstream milk-source bases and push forward full-chain traceability.
In addition, the two will combine their overseas footprints to explore overseas supply of dairy ingredients, localised R&D and cold-chain coordination, with Southeast Asia and other regions as priorities.
Premium fresh milk in value milk tea: nationwide store coverage under way
Yuexianhuo is the premium fresh-milk brand under Junlebao. It uses INF 0.09-second ultra-instant sterilisation technology and has been certified for top-grade raw milk under China’s Good Milk Project. A 19-day shelf life means every bottle needs cold-chain handling and fast turnover from plant to store, preserving as much of the active protein and natural sweetness as possible.
Today a consumer ordering a brown-sugar pearl fresh-milk drink for around 8 yuan on the Mixue mini-program is drinking about 200 ml of Yuexianhuo chilled fresh milk. Mixue Ice Cream & Tea and Lucky Cup already have about 15,000 stores serving chilled fresh milk across freshly ground coffee and milk tea, and nationwide coverage is expected by 2028.
The upgraded products are noticeably richer and cleaner on the palate. Store staff report that “customers say the latte tastes fuller with fresh milk”, and consumers on social platforms comment that “you can taste the fresh milk” and that it is “rich and silky”.
More than fresh milk: a systematic quality upgrade at Mixue
The fresh-milk upgrade is part of Mixue Group’s systematic drive to upgrade ingredients across all categories under its “real, fresh, pure” product philosophy.
In recent years Mixue has pushed through a series of ingredient upgrades: coffee moved from fresh-brewed to freshly ground, now rolled out in more than 10,000 stores; the signature “hand-smashed fresh orange” switched from ambient orange-and-pomelo jam to frozen compound orange juice and ranked third across all categories by volume in June; “full cup of passion fruit” moved from a single purple-skinned variety to a blend of golden and violet passion fruit; jasmine green tea gained extra scenting rounds and moved to refrigerated storage; coconut milk went from ambient to cold-chain; and short-shelf-life freshly roasted coffee beans are being introduced, with Lucky Cup completing the switch nationwide in July.
Doubling down on the supply chain: keeping good products affordable
Behind the product upgrades is long-term investment in the supply chain. Mixue has built six production bases in China and now self-produces 100 percent of its core ingredients. This round of production investment includes fresh-milk lines, HPP high-pressure processing lines and new capacity such as the Yunnan plant. Supporting links are moving in step: three-temperature warehousing on one site and three-temperature delivery in one vehicle, with store unloading upgraded from “handover at the tailgate” to “delivery into the store”, giving 19-day fresh milk and other short-shelf-life ingredients end-to-end cold-chain protection.
From ranch to plant, from cold chain to store, Mixue is bringing cold-chain fresh milk — once a “premium” consumption item — into more people’s daily lives at a friendlier price. Going forward Mixue Group and Yuexianhuo will keep exploring milk-source development, product R&D, quality control, brand coordination, the supply chain and overseas business, working together to bring freshly made drinks into the fresh-milk era with higher quality and better value.
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