Recently, Mixue Bingcheng was once again included in the Henan provincial government work report, drawing widespread attention. Originating from Zhengzhou, Henan, Mixue Bingcheng has grown into one of the world’s largest freshly prepared beverage chains by store count, thanks to its high cost-performance ratio, standardized operations, and global expansion strategy. Its inclusion in the government report not only reflects local authorities’ strong recognition of this homegrown private enterprise but also highlights its significant contributions to job creation, consumer stimulation, and rural revitalization.The report specifically stated the need to ‘support homegrown brands like Mixue Bingcheng in scaling up and becoming internationally recognized symbols of Henan.’ This indicates that Mixue is no longer just a commercial success story but also a key driver of the province’s high-quality economic development. In recent years, the company has built its own supply chain, sourced agricultural products locally, and created numerous entry-level jobs, effectively supporting regional economic growth. Moreover, its overseas expansion has accelerated, with thousands of stores now operating across Southeast Asia, Japan, South Korea, Australia, and beyond—making it a leading example of Chinese brand globalization.Mixue Bingcheng’s repeated mention in the government work report affirms its business model and sets a benchmark for other Henan-based enterprises, encouraging more local brands to go global.
近日，蜜雪冰城再次被写入河南省政府工作报告，引发广泛关注。作为从河南郑州起步的本土茶饮品牌，蜜雪冰城凭借高性价比、标准化运营和全球化布局，已发展成为全球门店数量最多的现制饮品企业之一。此次被写入政府工作报告，不仅体现了地方政府对本土优质民营企业的高度认可，也彰显了其在推动就业、促进消费、助力乡村振兴等方面的积极贡献。报告中提到，要‘支持蜜雪冰城等本土品牌做大做强，打造具有国际影响力的河南名片’。这表明蜜雪冰城已不仅是商业成功案例，更被视为区域经济高质量发展的重要载体。近年来，蜜雪冰城通过自建供应链体系、带动农产品采购、吸纳大量基层就业，有效服务了地方经济发展。同时，其海外扩张步伐加快，已在东南亚、日韩、澳大利亚等地开设数千家门店，成为中国品牌出海的代表之一。蜜雪冰城的再次‘入报’，既是对其发展模式的肯定，也为更多河南企业树立了标杆，激励本土品牌走出国门、走向世界。
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