Mixue’s 1-Billion-Yuan Subsidy Upgrades Freshly Ground Coffee, Driving Store Growth

At a Glance (China Coffee Network): (By reporter Li Jing) Recently, Mixue Bingcheng Co., Ltd. (hereinafter “Mixue”) comprehensively upgraded its coffee product line, drawing attention in the freshly made beverage sector. The reporter has learned that Mixue has launched a special subsidy of one billion yuan for franchisees, fully advancing the iteration of coffee equipment and quality upgrades at stores nationwide. At present, pilot stores in Zhengzhou have shown remarkable results, with single-store daily coffee sales approaching 170 cups; both coffee sales volume and revenue have achieved substantial dual growth, and the competitiveness of the brand’s affordable freshly ground coffee has continued to rise.

(By reporter Li Jing) Recently, Mixue Bingcheng Co., Ltd. (hereinafter “Mixue”) comprehensively upgraded its coffee product line, drawing attention in the freshly made beverage sector. The reporter has learned that Mixue has launched a special subsidy of one billion yuan for franchisees, fully advancing the iteration of coffee equipment and quality upgrades at stores nationwide. At present, pilot stores in Zhengzhou have shown remarkable results, with single-store daily coffee sales approaching 170 cups; both coffee sales volume and revenue have achieved substantial dual growth, and the competitiveness of the brand’s affordable freshly ground coffee has continued to rise.

Coffee is a mature category that Mixue has long cultivated, with a solid consumer base. Data show that in the first half of 2025, coffee sales at Mixue stores nationwide surpassed 200 million cups, demonstrating strong market recognition of the brand’s affordable coffee. To improve quality and tap incremental growth for the category, in March this year Mixue launched a freshly ground coffee pilot in Zhengzhou, phasing out the traditional drip-brewing process and switching fully to the freshly ground model, championing the product concept of “freshly ground, fresher taste.”

The reporter learned that this coffee upgrade by Mixue has refreshed the entire chain of raw materials, equipment, and the product matrix. On the raw-material side, a comprehensive freshness-lock upgrade was made: the brand uses freshly roasted beans with a short 30-day shelf life to firmly preserve coffee’s native flavor; the latte series switched to cold-chain low-temperature fresh milk, with a simultaneous upgrade of cold-chain coconut milk, improving the taste and freshness of the drinks from the source.

On the product side, the category range kept expanding: on top of classic items such as the Americano and latte, a summer fruit-coffee series was added, made with real fresh fruit and cold-chain fruit juice to suit diverse consumer needs. After the upgrade, Mixue still holds to its affordable positioning—an Americano at 5 yuan, a coconut latte at 10 yuan, and a fresh-milk latte at 12 yuan—with a clear advantage in value for money. Many consumers said the upgraded coffee tastes full-bodied with a rich milky aroma, continuing the friendly, affordable experience.

To ensure standardized, high-quality output at stores nationwide, Mixue partnered with Dr. Coffee to customize a brand-new fully automatic coffee machine. The device is equipped with an imported grinding system and smart extraction technology, allowing precise control of grind particle size to fully release the aroma of the coffee beans; a dual-boiler system supports continuous output during peak hours, keeping the flavor, temperature, and pressure of every cup stable and consistent. At the same time, the machine is smart and simple with a low operating threshold, effectively reducing store operating costs and human error.

The product and equipment upgrades have effectively driven store performance growth. According to data from pilot stores in Zhengzhou, coffee sales at upgraded stores rose significantly, with top stores selling nearly 170 cups a day. Overall, average daily coffee sales at pilot stores were 90% higher than at ordinary stores, and average daily coffee revenue was 120% higher, showing strong growth momentum.

To accelerate the rollout of the nationwide store upgrade, Mixue has implemented the one-billion-yuan special subsidy for franchisees’ coffee-machine upgrades, paired with concessionary policies such as a 10% discount on coffee beans, lowering terminal upgrade costs and boosting franchisees’ willingness to upgrade. At the same time, the brand keeps offering benefits to consumers: on June 15 it issued ten thousand no-minimum-spend coffee coupons, the mini-program offers a daily coconut-latte discount, and these stack with earlier low-price freshly ground coffee promotions, continuously stimulating market consumption vitality.

At present, tea-and-coffee fusion in the new tea-drink sector is accelerating, and the industry has formally entered an era of competition over value for money. Relying on the advantage of more than 44,000 offline stores, Mixue uses a combined approach of equipment innovation, raw-material upgrades, and affordable inclusiveness to keep pushing the popularization of freshly ground coffee. The visible freshly grinding process has also further strengthened the brand’s professional coffee image and filled gaps in in-store consumption scenarios.

Industry insiders predict that, backed by impressive pilot data, ample franchisee support policies, and the advantage of high value-for-money products, Mixue’s freshly ground coffee business will enter a phase of accelerated large-scale development, and the coffee category will become a brand-new core growth curve for the brand’s stores.

(Edited by Bao Pengyu and Guo Zhichen)