Mixue has signed a large procurement deal worth 4 billion with Brazil for coffee beans and other items, and will open its first store in Brazil this year | The Latest Frontline

Author | Zhong Yixuan

Xuewang (the mascot of Mixue Bingcheng) is still on a rapid expansion overseas, and the next stop is Brazil.

On May 12th, Mixue Bingcheng and the Brazilian Trade and Investment Promotion Agency (ApexBrasil) signed a Memorandum of Understanding in Beijing. ApexBrasil is a federal government agency in Brazil responsible for promoting Brazilian exports and attracting foreign direct investment. According to the memorandum, Mixue Bingcheng plans to further increase the import share of Brazilian agricultural products in its supply chain, including but not limited to green coffee beans and fruit products, which are the advantageous agricultural products in Brazil. ApexBrasil will provide necessary assistance for Mixue Bingcheng's business entities and retail market expansion in Brazil.

According to the relevant person in charge of Mixue Bingcheng, the company plans to invest and purchase supplies worth no less than 4 billion RMB, including agricultural products such as coffee beans, in Brazil in the next 3 - 5 years. It is expected to provide 25,000 job opportunities in the future.

In addition, the person in charge also revealed that Mixue Bingcheng will open its first store in Brazil this year. Next, it will start the construction of a supply - chain factory in Brazil to achieve a closed - loop of local production and sales.

China is Brazil's largest trading partner and the largest export destination. As the world's largest coffee producer, coffee plays an important role in the trade between China and Brazil. In 2017, Mixue Bingcheng launched the freshly - brewed coffee brand "Lucky Coffee". As of the end of April this year, Lucky Coffee has 5,400 stores across the country. As one of the trending categories of freshly - made beverages, the consumption of freshly - brewed coffee in Mixue Bingcheng stores has increased rapidly in recent years.

In addition, the American market is one of the key international markets that Mixue Bingcheng will focus on developing next. As the largest economy in Latin America, Brazil has a total population of about 220 million, with a large number of young consumers and a high per - capita disposable income. There is high development potential for freshly - made beverages.

Currently, Mixue Bingcheng ranks first in the industry in terms of the global store scale, with a total of more than 46,000 stores worldwide. Since the opening of its first overseas store in Hanoi, Vietnam in 2018, Mixue Bingcheng's global store network now covers 12 overseas countries, with more than 5,000 overseas stores.