Mixue Ice Cream and Tea: The Abandoned Shop Seeker

Last year, the public was shocked by the emergence of a business phenomenon in cyberspace. There is a Food and Beverage company originating from China expanding its business in Indonesia and has attracted public attention quickly. This phenomenon reminds the writer of an episode of the Spongebob series which tells about the emergence of green drink outlets in every corner of Bikini Bottom City in a short time. In that episode, this drink immediately changed the behavior of bikini bottom residents who first liked Krabby-Patty to become connoisseurs of this green drink. The research object is Mixue Ice Cream and Tea, using a case study with a descriptive approach and secondary data, such as journals, books, internet scientific articles and other sources related to the topic. Overall, Mixue Ice Cream and Tea has disrupted its business strategy by innovating its business operating system (supply-chain). Based on this, Mixue Ice Cream and Tea can make low-cost products but with quality on par with its competitors. There, Mixue Ice Cream and Tea can sell its products at low prices and can enter most market segments and are in great demand from customers.