This paper takes the value chain and the five elements of profit model as the main analytical thread, focusing on Mixue Bingcheng, a representative enterprise in the new-style tea beverage sector, to systematically reveal its dual-wheel driving logic of "low price, scale, and supply chain integration" and "content dissemination and community ritualization." Upstream, the company reduces unit costs through raw material and production capacity organization; midstream, it enhances turnover efficiency via warehousing and distribution networks alongside information systems; downstream, it captures traffic through high-density stores, online mini-programs/delivery platforms, and private domain linkages, while depositing brand assets through symbolic dissemination such as theme songs and the "Snow King" IP, ultimately translating value chain advantages into stable profit sources and growth resilience. Meanwhile, the study points out that although intensive store opening and the elimination of regional protection facilitate scale expansion and brand spillover, attention must be paid to structural risks arising from single-store traffic diversion and difficulties in upward price positioning. The conclusions of this paper provide the industry with an operational pathway from "value chain to profit model" and propose policy and management recommendations regarding cost governance, channel pacing, community norms, and brand upgrading.
Research Article
Open Access