文章來(lái)源：《經(jīng)濟(jì)學(xué)人》Apr 15th 2023 期 Asia 欄目 Bubble tea

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campus on the?outskirts?of Jakarta, motorbikes line the front of Ricky Salim's ice-cream and tea store.?One of thousands of Mixue franchise owners across Asia, Mr Salim says his business is so good he hopes to open more?outlets?this year.?Mixue, a Chinese firm which built its brand selling flavoured teas and soft-serve ice-cream in smaller Chinese cities with relatively modest average incomes, is exporting its model across South-East Asia. Its nearly 22,000 franchised stores worldwide, by early last year, made it the fifth-largest fast-food chain in the world by outlet, behind McDonald's, Subway, Starbucks and KFC.

在雅加達(dá)郊區(qū)一所大學(xué)校園對(duì)面，瑞奇.薩利姆的茶飲店前停滿了摩托車。薩利姆是亞洲數(shù)千家蜜雪冰城特許加盟店的店主之一，他說(shuō)他的生意非常好，他希望今年能開更多門店。蜜雪冰城是一家銷售調(diào)味茶和軟冰淇淋的中國(guó)公司，它在中國(guó)二三線小城市發(fā)家創(chuàng)品牌，目前正在開拓東南亞市場(chǎng)。截至去年年初，蜜雪冰城在全球約有2.2萬(wàn)家特許加盟店，使其成為全球第5大快餐連鎖店（按門店計(jì)算），僅次于麥當(dāng)勞、賽百味、星巴克和肯德基。

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Part of the reason for Mixue's success is that it sells rising Asia's favourite drink: bubble (or “boba”) tea, a milky tea containing?chewy?tapioca balls. In China, the market for these?newfangled, flavoured teas was twice that for coffee in 2021, with a $20bn turnover, according to Momentum Works, a research firm in Singapore. As growth has slowed in China, bubble-tea brands have set their sights on South-East Asia, where the market was worth $4bn.?Several other large, Chinese, ready-made tea brands, including HeyTea, Nayuki Tea, ChaGee and Happy Lemon, have also moved into the region.

蜜雪冰城成功的部分原因是銷售了亞洲最受歡迎的飲料：珍珠奶茶，一種含有耐嚼木薯球的奶茶。根據(jù)新加坡研究公司墨騰創(chuàng)投的數(shù)據(jù)，在2021年，這些新型口味茶在中國(guó)市場(chǎng)上的銷售額是咖啡銷售額的2倍，達(dá)到200億美元。隨著國(guó)內(nèi)增長(zhǎng)速度放緩，珍珠奶茶品牌已將目光投向了東南亞市場(chǎng)，該市場(chǎng)價(jià)值40億美元。其他幾個(gè)大型的中國(guó)現(xiàn)成茶品牌，包括喜茶、奈雪的茶、霸王茶姬和快樂(lè)檸檬，都紛紛進(jìn)入該地區(qū)。

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Yet no bubble-tea chain has spread faster than Mixue, which opened its first store in Vietnam in 2018. By March it had around 1,500 stores in Indonesia; the firm wants to double its presence there by the end of this year, says Andy Meitri Hartanto, Mixue Indonesia's franchise manager. The brand's bright red?signage?and snowman logo can already be found in malls, along dusty side streets and on shophouses across Indonesia.?Many branches stock board games, magazines, picture books and soft toys. On weekends Mr Salim's outlet fills with parents taking their children out for ice-cream, while during the week his main customers are students and office workers looking for an affordable, comfortable place to study or work. An ice-cream costs just 8,000 rupiah ($0.50).

然而，傳播速度最快的品牌是蜜雪冰城。它于2018年在越南開設(shè)了第一家門店。到3月份，在印度尼西亞約有1,500家門店；蜜雪冰城印度尼西亞特許加盟店經(jīng)理安迪·梅特里·哈坦托說(shuō)，該公司希望在今年年底之前將印尼業(yè)務(wù)規(guī)模擴(kuò)大一倍。該品牌鮮艷的紅色標(biāo)志和雪人標(biāo)志已經(jīng)在印度尼西亞各地的購(gòu)物中心、塵土飛揚(yáng)的小巷和店屋中隨處可見(jiàn)。許多分店都備有棋盤游戲、雜志、圖畫書和毛絨玩具。周末，薩利姆先生的門店里擠滿了帶孩子出去吃冰淇淋的家長(zhǎng)，而工作日他的主要客戶是尋找價(jià)格實(shí)惠、舒適的學(xué)習(xí)或工作場(chǎng)所的學(xué)生和上班族。一份冰淇淋只需8,000盧比（0.50美元）。

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Almost all Mixue branches are franchises. Around 95% of the firm's 10.3bn yuan ($1.5bn) in revenue in 2021 came from selling ingredients, packaging and equipment to franchise-holders. Huge factories and extensive supply chains let it keep down the store-price of ice-creams and teas, according to Zheshang Securities, a Chinese broker.?Around 90% of Mixue Indonesia's products are imported from China. But the company's Indonesia operation has grown to such an extent that it plans to start making ingredients locally, says Mr Hartanto. Mixue has also adapted to local conditions. The Indonesian Ulema Council, a religious body, declared Mixue?halal?in February. In a country with 230m?Muslims, “this decision was a big deal”, says Mr Salim.

幾乎所有蜜雪冰城分店都是特許加盟店。2021年，該公司103億元人民幣（15億美元）收入中約95%來(lái)自向特許經(jīng)營(yíng)者銷售原料、包裝和設(shè)備。據(jù)中國(guó)券商浙商證券稱，巨大的工廠和龐大的供應(yīng)鏈?zhǔn)蛊淠軌驂旱捅苛芎筒栾嫷膬r(jià)格。印度尼西亞的蜜雪冰城分店約有90%的產(chǎn)品都是從中國(guó)進(jìn)口的。但是，該公司在印度尼西亞的業(yè)務(wù)已經(jīng)發(fā)展如此迅速，以至于它計(jì)劃開始在當(dāng)?shù)厣a(chǎn)原料，哈坦托說(shuō)。蜜雪冰城也因地制宜。印度尼西亞宗教團(tuán)體烏萊瑪理事會(huì)于2月份宣布蜜雪冰城是伊斯蘭教律法的合法食物。薩利姆說(shuō)，在一個(gè)擁有2.3億穆斯林的國(guó)家，“這個(gè)決定意義重大”。

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Mixue dates from 1997, when its founder, Zhang Hongchao, started selling shaved ice and drinks at a roadside stall in the central Chinese province of Henan. Yet it wasn't until videos of its mascot, a?chubby?snowman, singing the Mixue theme song went viral on Chinese social media a few years ago that the brand became a household name. Short videos on Mixue, which means “honey snow”?in Mandarin, have been viewed more than 17bn times on Douyin, TikTok's Chinese sister app.

蜜雪冰城成立于1997年，創(chuàng)始人張紅超在中國(guó)河南省的路邊開始銷售刨冰和冷飲。然而，直到前幾年，它的吉祥物--一個(gè)胖乎乎的雪人--唱著蜜雪冰城主題曲的視頻在中國(guó)社交媒體上瘋傳，這個(gè)品牌才成為家喻戶曉的名字。蜜雪冰城在短視頻抖 音平臺(tái)上的瀏覽量已超過(guò) 170 億次。

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Unlike fancier bubble-tea brands, Mixue markets itself as cheap and cheerful, rather than trendy, both in China and South-East Asia. Its viral song has been translated into 20 languages and is often played relentlessly in its franchises. “What it took our China team ten or 20 years to figure out, we've been able to perfect in just one year by learning from their experiences,”?says Mr Hartanto.

與更高檔的珍珠奶茶品牌不同，蜜雪冰城在中國(guó)和東南亞市場(chǎng)上將自己定位為實(shí)惠且歡快的品牌，而不是時(shí)尚品牌。其病毒式瘋傳的歌曲已被翻譯成20種語(yǔ)言，也經(jīng)常在蜜雪冰城特許加盟店里不斷播放。哈坦托說(shuō)：“我們中國(guó)團(tuán)隊(duì)花了10-20年才弄清楚的事情，我們通過(guò)學(xué)習(xí)他們的經(jīng)驗(yàn)，在1年內(nèi)就能完美地掌握。”

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Mixue's biggest ambitions for growth are in countries with rapidly growing economies and many young people, such as Indonesia, the Philippines, Thailand and Vietnam. Yet over the past year Mixue stores have also opened in Australia, Japan, Singapore and South Korea, and the firm has registered its trademark in markets from Europe and America to Kyrgyzstan and Uzbekistan. It has announced plans for an initial public offering on the Shenzhen Stock Exchange. The singing snowman is coming your way.

蜜雪冰城最大的增長(zhǎng)愿望是在經(jīng)濟(jì)快速增長(zhǎng)、年輕人眾多的國(guó)家，例如印度尼西亞、菲律賓、泰國(guó)和越南。然而，在過(guò)去一年里，蜜雪冰城也已在澳大利亞、日本、新加坡和韓國(guó)開設(shè)門店，該公司還在歐美國(guó)家、吉爾吉斯斯坦和烏茲別克斯坦等市場(chǎng)注冊(cè)了自己的商標(biāo)。蜜雪冰城擬在深交所上市。唱歌的雪人向你走來(lái)。