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Talk to an Expert| Category | Assignment | Subject | Economics |
|---|---|---|---|
| University | ____ | Module Title | ECO7014 Managerial Economic |
World’s largest beverage chain Mixue shuts 428 stores, many in Vietnam, Indonesia
China’s Mixue, the world’s largest food and beverage chain, saw the number of its overseas stores fall by 428 last year, with many closed in Indonesia and Vietnam, as it sought to improve operations and efficiency. The milk tea company did not disclose the number of stores it closed in the two countries but said in its latest financial report that it focused on “optimizing existing stores’ operations to support their long-term, sustainable and stable operations.”
But it expanded in several other countries like the U.S. and Kazakhstan and opened its first stores in Malaysia and Thailand, though under a different brand, Lucky Cup. Mixue had 59,823 stores globally at the end of last year, including 55,356 in mainland China. Indonesia and Vietnam are its two largest overseas markets. It had 1,304 stores in Vietnam as of September 2024, according to the prospectus filed for its Hong Kong IPO in early 2025.
In the country, it is accelerating the transition from a traditional small-store format to larger outlets. New locations feature expanded preparation counters, street-facing storefronts and larger floor areas than earlier, and the chain is also prioritizing prime locations. Mixue entered Vietnam in 2018, initially focused on Hanoi and northern provinces but has since expanded nationwide. Its key products include lemonade, ice cream, milk tea, and fruit tea, all priced at VND10,000–30,000.
It said it maintains low prices by controlling its supply chain, from raw material production and logistics to R&D and quality control. In a 2024 report store management platform iPOS said Mixue has been a major force in reshaping Vietnam’s milk tea market, playing a significant role in expanding the affordable beverage segment, and has an aggressive franchising strategy.
Mixue said it would continue to increase its presence in Southeast Asia, enhancing its franchisee network in the region. Last year its revenues shot up by 35% to RMB33.56 billion (US$4.9 billion), and net profits by 33% to RMB5.93 billion.
Source: Tat Dat, VN Express International (2026)
Analyse the contribution of Mixue to a country of your choice. Your analysis should focus on the company’s contribution the national income with the inclusion of the relevant statistics e.g. GDP, GNP etc.
(10 marks)
Evaluate how the entry of Mixue into the country of your choice, contributes to the national labour market.
(10 marks)
Determine the economic growth contributed by Mixue through its entry into the country of your choice.
(10 marks)
(TOTAL: 30 marks)
| Question 1 Analyse (10 marks) |
0 – 5 Not able to make decisions based on comparison and contrast between information, ideas and solutions even with assistance. |
6 – 11 Able to make decisions based on comparison and contrast between information, ideas and available solutions with some assistance. |
12 – 15 Able to make decisions based on comparison and contrast between information, ideas and available solutions. |
16 – 18 Able to make good decisions based on comparison and contrast between information, ideas and available solutions. |
19 – 20 Able to make excellent decisions based on comparison and contrast between information, identify problems and available solutions. |
| Question 2 Evaluate (10 marks) |
0 – 5 Not able to integrate existing ideas. |
6 – 11 Able to integrate existing ideas but unable to provide new solution |
12 – 15 Able to integrate existing ideas and provide new solutions with assistance. |
16 – 18 Able to integrate existing ideas and provide new solutions clearly. |
19 – 20 Able to integrate existing ideas and provide new solutions very clearly. |
| Question 3 Synthesis (10 marks) |
0 – 5 Not able to think and generate new ideas for improvement. |
6 – 11 Able to think and produce some new ideas for improvement but with substantial assistance. |
12 – 15 Able to think and produce some new ideas for improvement but may not be practical. |
16 – 18 Able to think and produce new ideas for improvement that may be practical. |
19 – 20 Able to think independently and produce many new ideas for improvement that are very practical. |
The required textbook(s) which are available online are:
Main Reference:
1. Allocation, Distribution, and Policy: Notes, Problems, and Solutions in Microeconomics, Open Textbook Library (2025)
2. Better Together: How We Build Economic, Political, And Environmental Sustainability, Open Textbook Library (2025)
Additional References:
1. Quarterly Journal of Economics (Oxford University Press)
2. Journal of Economic Literature (American Economic Association)
3. Journal of Economics Growth (Springer)
4. Journal of Economic Perspectives (Elsevier)
5. American Economic Review (American Economic Association)
There are additional supplemental readings that will be posted according to weekly topics, and it is highly encouraged that you read these in addition to the required textbook readings. The teaching methods in this unit are much applied and interactive thus you are expected to participate in online forum discussions and case-based learning.
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