March into New York, USA! Mixue Ice City is going to arm wrestle with Starbucks?!

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Recently, authoritative overseas media such as Time Out and Eater NY reported that Mixue Ice City is about to enter the New York market in the United States. The first store is located at "266 Canal Street" at the junction of Chinatown and TriBeCa neighborhoods in Manhattan, New York.

In terms of location, the first store of Mixue Ice City, rumored to be online, is located at the junction of Chinatown and SoHo. It not only radiates to the Chinese life circle in New York, but also is a popular area for tourists and locals to spend on weekends. The surrounding commercial ecology is dominated by cafes and restaurants, and ready-made tea brands are relatively scarce. Therefore, from the outside world, the arrival of Mixue Ice City may bring a certain market gap.

On the other hand, many U.S. IP netizens posted on social platforms that the store where Mixue Ice City is about to enter was formerly a well-known local Chinese restaurant called "Fuyao." According to Commercial Observer, the store has a large business area of approximately 195 square meters and has a lease contract period of up to 10 years.

It is worth mentioning that the store rent is US$165 (approximately RMB 1175) per square foot. The average annual rent of the store exceeds US$340,000 (approximately RMB 2.41 million) on an annual basis, making it a "golden berth" in the core area of Manhattan. If calculated at 4 yuan per glass of lemonade, Mixue Ice City, which settled here, needs to sell 300 cups a day to cover its one-square-foot rent.

Renting a store in the United States is not easy. Informed media revealed that the property will first evaluate the match between the brand and local businesses, and require the lessee and the brand to submit respective due diligence reports, which must be issued by different companies. After all the reviews are approved, the landlord will come forward to negotiate the rent and deposit. At present, the store leasing transaction of Mixue Ice City has been completed with the assistance of CBRE.

As soon as the news came out, netizens in New York went to visit the site in advance. However, judging from the photos taken on the scene, the store rented by Mixue in the report had not been fenced, and no signs of decoration construction were seen. Another netizen left a message saying that Mixue Ice City will open a store in Los Angeles in November, and the Prince Street store in Flushing, New York is also under preparation. However, Mixue Ice City has not responded to the opening of a store in the United States, nor has it disclosed the specific opening date.

For Mixue Ice City fans, the news that Snow King has entered the United States is really unexpected. However, a related report on Hongcan.com mentioned that the founder of a catering fund who had contact with Mixue Ice City revealed that Mixue Ice City has long planned to enter the United States, and the brand has great ambitions for the American market. Its goal is to fight against Starbucks.

However, Mixue's store opening strategy in China is not very suitable for the U.S. market. After a period of adjustment, relevant senior executives of the Mixue brand told him in an interview with "Snack Dai" that Mixue Ice City has entered the preparatory stage for the first store in the eastern and western regions of the United States. From this point of view, the day when "I love you, you love me, MIXUE Ice cream and tea" rings on the streets of New York, USA may not be far away.

However, although many netizens expect Snow King, who is stationed in New York, to reduce the price of local milk tea, some people are worried that after entering the United States, Mixue Ice City will not be able to withstand the pressure of operating costs, so they will have to "start the price" and pay 4 yuan a cup of lemonade overseas will transform into 4 dollars a cup. In this regard, it remains to be seen whether honey snow, which has always followed the route of parity, can maintain a consistent price level in the New York market.

Picture from: Internet

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