Mixue Bingcheng is going to make bottled water. On September 14, relevant personnel from Mixue Bingcheng Xuewang Ai Water Drinking Business told Beijing Business Daily reporters that they would go to the market to drink natural water.

Mixue Bingcheng is going to make bottled water. On September 14, relevant personnel from Mixue Bingcheng Xuewang Ai Water Drinking Business told Beijing Business Daily reporters that they would go to the market to drink natural water. Mixue Bingcheng seems to have long planned to layout bottled water. Before that, Mixue Bingcheng had obtained patents for appearances such as bottle design and bottle sticker design, which is also considered by the industry to prepare for entering the bottled water market. Industry insiders believe that for Mixue Bingcheng, which has just completed its listing tutoring, joining the bottled water track may be to expand its business territory before it goes public. At present, the scale of the bottled beverage market is still expanding, and Mixue Bingcheng hopes to enter bottled beverages to find another growth curve.

has started distribution consultation

Recently, the National Intellectual Property Office patent announcement showed that the "bottle body (Harry Snow King)" appearance patent applied for by Mixue Bingcheng Co., Ltd. was authorized. Previously, Mixue Bingcheng has obtained appearance patents such as "bottle (Snow King loves to drink water), "box (Snow King loves to drink water), and "bottle stickers (Baqi series)", and has also successfully applied for the "Snow King loves to drink water" trademark.

According to patent information, the above-mentioned appearance design includes the pattern of the brand image of Mixue Ice City "Snow King", "drinking pure water", "Snow King Baqi", "Peach Oolong Sparkling Water", and other text information, which also made the outside world speculate: Does Mixue Ice City want to produce pure water and sparkling water?

htmlOn September 14, a Beijing Business Daily reporter confirmed from the official office of Mixue Bingcheng that Xue Wang loves to drink water and has started agency and distribution consultation. In an interview with a Beijing Business Daily reporter, the relevant personnel of the Mixue Bingcheng Xuewang Ai Water Drinking Business said that the company will go public with drinking natural water products, rather than pure water that the outside world speculates, and there is currently no sparkling water business.

official website shows that Mixue Bingcheng is a national chain brand of ice cream and tea drinks founded in 1997, and Xuewang is a brand image launched in 2018. The Mixue Bingcheng brand is jointly served by three major companies, with Mixue Bingcheng Co., Ltd. leading the management and operation; Daka International Food Co., Ltd. leading the research and development and production; Shangdao Smart Supply Chain Co., Ltd. providing warehousing and logistics services, and jointly collaborating to form a complete industrial chain.

paves the way for listing?

tea drink brand is no longer new to release bottled beverages. Heytea , Naixue's Tea , etc. have launched sparkling water, juice tea, light milk tea and other products. This time Mixue Ice City's addition to the bottled water track is more regarded as an expansion of its territory before its launch.

Recently, according to the Henan Securities Regulatory Bureau, Mixue Bingcheng Co., Ltd. plans to list on IPO in A-share market. On August 30, the official website of GF Securities disclosed the "Report on the Initial Public Offering and Listing of Mixue Bingcheng Co., Ltd.", showing that Mixue Bingcheng has completed the listing guidance work. If it is successfully listed, Mixue Bingcheng will become the "second new tea drink stock" after Naixue's Tea. Before

was launched, it may be of some help to increase revenue and pave the way for Mixue Bingcheng to go public.

"Adding a new product line can expand greater growth expectations and help stimulate investors' imagination space." Shen Meng, chief strategist at Guangke Consulting, said.

Zhu Danpeng, vice president of the Guangdong Food Safety Promotion Association, believes that Mixue Bingcheng is practicing a strategic layout of multiple brands, multiple categories, multiple scenarios, multiple channels and multiple consumer groups. For Mixue Bingcheng, the brand has entered a dividend period of both the top brand effect and scale effect. From the perspective of consumer groups and the number of stores, the layout of bottled water will have a certain blessing to its revenue, profit and future valuation.

Is the bottled water market easy to enter

Mixue Bingcheng layout drinking natural water is the expanding market scale.

Data from China Research Institute of Technology shows that the scale of my country's bottled water market has increased from 123.7 billion yuan in 2014 to 199.9 billion yuan in 2019, and has exceeded 200 billion yuan in 2021. The size of the bottled water market will continue to grow at a rate of 8%-9% in the next few years, and is expected to exceed 300 billion yuan in 2025. According to the "2022 JD Supermarket Mineral Water Consumption Trend Report" released by JD on July 20, the current proportion of drinking natural water sales in China's bottled water market has reached 49%.Although the market size of

is showing a continuous expansion, there are many giants in the natural water industry, market concentration is high, and competition is very fierce. Guanyan Tianxia data shows that as of 2021, the market share of Nongfu Spring reached 26.5%, while China Resources Yibao’s market share was 21.3%; Master Kong, Wahaha , Baisuishan , and ice dew were 10.1%, 9.9%, 7.4%, and 5.3% respectively.

Facing with the fierce battle of hundreds of billions of bottled water market, is Mixue Ice City easy to make a breakthrough?

Shen Meng believes that the advantage of Mixue Bingcheng is that its brand is relatively well-known and its outlets are large, so there are obvious conveniences for the construction of sales terminals. It is less difficult than traditional beverage companies to build their own distribution channels. However, as a tea brand, Mixue Bingcheng, how to empower bottled water business in terms of overall industrial chain, R&D, positioning, etc. is an issue that Mixue Bingcheng needs to consider.

Beijing Business Daily reporter Guo Xiujuan Zhang Han