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From a Street Stall in China to 53,000 Stores: the Story Behind Mixue
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The Chinese ice cream chain, Mixue, known as the “King of the Snows”, opened its first branch in Mexico among long rows of customers seeking to taste its ice cream, taro drinks and American coffee at prices that challenge competition. Behind the viral phenomenon and its accessible pricing strategy there is a business story that began almost three decades ago on the streets of China and that today turned Mixue into the largest fast food chain in …
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