In 2026, BINGXUE celebrates its 12th anniversary. This year, we officially launched the Brand Upgrade 8.0 strategy - achieving a comprehensive leap from product quality to consumer experience while maintaining the original pricing system.
Twelve years ago, BINGXUE was founded in Jinan, with "global origin procurement" as its core. It ingeniously integrates fresh fruit tea, milk tea, high-quality ice cream, and freshly ground coffee, adhering to the research and development direction of good taste, small ingredients, and high aesthetics. Nowadays, we have grown into the second largest overseas catering brand in China, with stores covering 16 countries and regions worldwide, and over 4500 contracted stores worldwide. Every step of growth cannot be separated from the trust and companionship of consumers.
Brand upgrade 8.0 is a systematic evolution from the inside out. We take texture aesthetics as the strategic core and complete a comprehensive reconstruction from visual symbols to emotional values. This is no longer a traditional version iteration, but a concept of "drinking ice and snow, seeing the world", jumping from product logic to a deep connection between emotional resonance and lifestyle.
In visible changes, the BINGXUE reshapes the consumer experience in the name of art. The packaging material has been comprehensively upgraded, deeply integrating contemporary consumer aesthetic trends. Every drink, from the moment it is held in the palm of the hand, is a dual enjoyment of visual and taste. The brand new store image integrates modern aesthetics and comfortable texture, with a more spacious and transparent spatial layout, creating a new landmark for immersive tea drinking experience. From material craftsmanship to visual system, we have achieved systematic innovation - higher-level texture expression, and built a more recognizable brand system.
The more important changes are hidden in the depths that cannot be seen. When the industry shifts from traffic competition to value creation, BINGXUE chooses to use "drinking ice and snow, seeing the world" to penetrate homogeneous competition and build long-term value barriers with high appearance and high quality. We fuse product strength and emotional power into our brand genes, and open up our own incremental blue ocean in the competition of existing products.
Over the past twelve years, the evolution of a cup of tea has never stopped. The upgrade of BINGXUE brand 8.0 is a leap in quality from details to overall, and it is also a brand evolution journey that emphasizes both aesthetics and quality. We look forward to drinking ice and seeing the world with you.
