Recently, Mixue Bingcheng’s newly opened flagship store in Shanghai sparked online debate after some netizens criticized its interior design as ‘low-end.’ In response, Hua Shan, co-founder of the brand, clarified that Mixue adheres to its core philosophy of ‘high quality at affordable prices.’ He emphasized that the store’s design prioritizes practicality, accessibility, and strong brand recognition over luxury aesthetics or social media appeal. Hua explained that Mixue targets everyday consumers, and its down-to-earth store style aligns with this positioning—authenticity and approachability are key strengths of the brand. He added that the company focuses more on product quality, supply chain efficiency, and genuine customer experience rather than superficial appearances. This statement not only addressed public misconceptions but also reaffirmed Mixue’s long-standing values: avoiding excessive packaging and staying committed to delivering great value to the mass market. Mixue’s rapid expansion stems precisely from its clear understanding of its target audience and consistent brand identity.
近日，蜜雪冰城在上海开设的旗舰店因其装修风格被部分网友质疑“low”（低端），引发热议。对此，品牌联合创始人华杉作出回应，强调品牌坚持‘高质平价’的核心理念，并指出门店设计以实用、亲民和品牌识别度为优先，而非追求奢华或网红打卡属性。他表示，蜜雪冰城的目标用户是广大普通消费者，门店风格应与其消费定位一致，‘接地气’正是品牌亲和力的体现。华杉还提到，公司更关注产品品质、供应链效率和消费者真实体验，而非表面形式。这一回应既澄清了公众误解，也重申了品牌长期坚持的价值观：不做过度包装，专注为大众提供高性价比的饮品。蜜雪冰城凭借低价策略和高效运营迅速扩张，其成功恰恰源于对目标市场的精准把握和对品牌调性的坚守。
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