The 2 Yuan Ice Cream That Killed a $10 Billion Industry
Mixue Bingcheng’s 2 yuan ice cream cone has destroyed the mid-tier retail ice cream market in China. By offering a better product at a fraction of the price, it creates a ‘dead zone’ for 5-15 yuan bars, leaving convenience stores unable to cover electricity costs. This isn’t a seasonal slump — it’s a structural disruption that is reshaping consumer expectations and killing legacy business models.