Bingxue

What Bingxue does

Bingxue, legally operated by Jinan Baodao Enterprise Management Consulting Co., Ltd. and headquartered in Jinan, Shandong Province, China, is a privately held new tea beverage, ice cream, coffee, and egg waffle chain brand founded in 2014 in Taian. The company sells milk tea, soft-serve ice cream, fresh fruit tea, freshly ground coffee, and egg waffles through a franchise/licensed-store model, targeting young mass-market consumers with products positioned at approximately 10 yuan per milk tea cup—roughly half the price of premium peers such as CHAGEE—while still using real fresh milk in place of creamer (vegetable fat powder).

The brand's underlying technology and supply chain infrastructure centers on a vertically integrated system anchored by the BINGXUE Food Industry Park in Qihe, Shandong (162 million yuan invested, approximately 70,000 sqm, up to 80,000 tons annual output), achieving 85% self-production of core raw materials spanning tea leaves, dairy, fruits, toppings, and packaging. Capabilities include proprietary soft-serve ice cream technique refined over 11+ years, standardized intelligent manufacturing across central factories, intelligent warehousing, cold chain logistics, and a digital system launched in 2019 for procurement, warehousing, logistics, and franchisee management. Signature products include the world's No.1-selling matcha ice cream (certified by Sumpu Consulting Group in February 2026), Brown Sugar Bubble Milk Tea, Supreme Milk Tea, Mulberry Berry Tea, and seasonal series such as Cherry, Sweet Potato, and Taro Paste lines.

Bingxue's go-to-market is exclusively franchise-driven, with contracted store owners paying franchise fees and purchasing raw materials from the brand's centralized supply chain. As of 2026 the network exceeds 4,500 contracted stores across 14-16 countries, with over 3,000 in mainland China and over 1,500 internationally (Southeast Asia, Central Asia, US, Netherlands), ranking Bingxue as the second-largest overseas catering brand originating from China. Revenue model combines franchise/licensing fees with recurring supply chain (raw material) sales to the franchisee base; in China, distribution is supplemented by an Ele.me delivery partnership. Franchisees are onboarded via a 15-day closed training program at BINGXUE Business School, which has trained over 10,000 franchisees since 2024 (over 2,000 from overseas), embedding operational standardization and brand identity (e.g., the BoBo Bear IP) across the network.

Name

Bingxue

Legal name

Jinan Baodao Enterprise Management Consulting Co., Ltd.

Website

https://bingxueglobal.com

Company type

Private

Founded year

2014

Operating status

Operating

Short description

Bingxue is a privately held Chinese new tea beverage, soft-serve ice cream, coffee, and egg waffle chain brand headquartered in Jinan, Shandong, founded in 2014 and operating over 4,500 franchised stores across 14-16 countries, serving young mass-market consumers at approximately 10 yuan per cup.

Ownership category

akta.pro rank

Product category

Bubble Tea & Tea Beverages

NAICS

Beverage Manufacturing (3121), Soft Drink Manufacturing (312111)

SIC

Beverages (2080), Ice Cream & Frozen Desserts (2024), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Bubble Tea (Boba) Shops (THAFAKAC)

akta.pro secondary industries

Coffee Chains & Franchise Cafes (THAFADAB), Milk Tea & Flavored Tea Beverage Shops (Non-Boba) (THAFAKAI), Coffee, Tea & Cocoa Beverage Wholesale (AFAIAGAD), Espresso Bars & Coffee Bars (THAFADAD)

Keywords

• Bubble tea franchise
• Milk tea chain
• Soft serve ice cream
• Fresh fruit tea
• Tea beverage brand

Headquarters

HQ city

Jinan

HQ country

China

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Franchise Store Sales: BINGXUE generates revenue primarily through its franchise store network. The brand licenses its brand, products, supply chain, and operating system to franchisees who pay franchise fees and purchase raw materials from the brand's central supply chain. Franchisees generate retail revenue from end consumers purchasing beverages and food items. The model enables rapid geographic expansion with relatively low capital expenditure for BINGXUE.
2. Supply Chain / Raw Material Sales: BINGXUE produces and distributes core raw materials (85% self-produced) from its BINGXUE Food Industry Park to franchisee stores. This includes tea leaves, dairy, fruits, toppings, and packaging. Revenue is generated through these material sales to the franchisee network, creating a recurring supply-based revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Bingxue operates a tea beverage chain brand that designs, produces, and distributes freshly made milk tea, soft-serve ice cream, fresh fruit tea, freshly ground coffee, and egg waffles. The brand reaches consumers through a franchise/licensed store network of over 4,500 contracted stores across 16 countries, with operations supported by a vertically integrated supply chain achieving 85% self-produced core raw materials from its Food Industry Park in Qihe, Shandong.

Product overview

Bingxue is a nationally renowned tea beverage chain brand under Jinan Baodao Enterprise Management Consulting Co., Ltd., specializing in new tea drinks, ice cream, and freshly ground coffee. The company operates as a unified product portfolio centered on signature beverages and ice cream. The core offerings include BINGXUE Ice Cream (Original and Matcha), Milk Tea Series (Brown Sugar Bubble Milk Tea, Supreme Milk Tea, Jasmine Lite Milk Tea), Fresh Fruit Tea Series (Mulberry Berry Tea, Grape Juice Bucket), Matcha Series (Matcha Ice Cream, Matcha Latte Coffee, Matcha Ice Cream Egg Waffles), and seasonal limited products (Cherry Series, Sweet Potato Series, Taro Paste Series). All products adhere to the R&D principles of 'great taste, generous toppings, and high aesthetic appeal' with emphasis on high-quality fresh milk and affordability.

Differentiator

Problem solved

Functional benefit

Products and services

• BINGXUE Ice Cream (Original) Original flavor soft-serve ice cream, the brand's signature product since 2014, produced using a proprietary soft-serve technique refined over 11+ years.
• BINGXUE Ice Cream (Matcha) Matcha-flavored soft-serve ice cream made with premium matcha from Jiangsu and Zhejiang regions using low-temperature fine grinding, certified as the world's number one in matcha ice cream sales.
• Brown Sugar Bubble Milk Tea Popular milk tea variant featuring brown sugar syrup and tapioca bubble toppings, part of the signature milk tea lineup.
• Supreme Milk Tea Premium-tier milk tea offering positioned as a signature product made with real fresh milk (no creamer).
• Mulberry Berry Tea Berry-based tea beverage featuring mulberry flavors, part of the fresh fruit tea series.
• Grape Juice Bucket Large-format grape juice beverage featured as part of the brand's signature lineup.
• Coconut Latte Coconut-based latte beverage that bridges the freshly ground coffee and fruit beverage categories.
• Jasmine Lite Milk Tea Light milk tea with a jasmine tea base, part of the milk tea series.
• Matcha Latte Coffee Beverage combining matcha and coffee flavors within the Matcha Series.
• Matcha Ice Cream Egg Waffles Egg waffle product topped with matcha ice cream, part of the matcha and egg waffle series.
• Cherry Series (Cherry Ice Cream and Cherry Berry) Seasonal series launched in August 2024 featuring Chilean cherries, including Cherry Ice Cream blended with jasmine tea base and Cherry Berry combining cherries with strawberries.
• Sweet Potato Series Seasonal series launched in September 2024 with three products: Berry and Sweet Potato (spring tea base with strawberries, sweet potatoes, and light milk), Oke Crushed Sweet Potato (high mountain red jade tea with sweet potatoes, light milk, and crispy biscuit crumbs), and Nuo Ji Family Portrait (combination of rice, sesame, sweet potato paste, and taro balls).
• Taro Paste Series Hot Drinks Seasonal hot drink series launched in November 2024 featuring Taro Paste Taro Round Milk Green (five layered jasmine tea base with taro paste, chewy taro balls, and light milk) and Taro Paste Pearl Milk Tea (delicate taro paste with Q-pop pearls, light milk, and high mountain red jade tea soup).
• Healthy Fresh Milk Tea (10 Yuan Price Range Milk Base Upgrade) Milk base upgrade launched March 2026 across the entire milk tea line using real fresh milk instead of creamer (vegetable fat powder), positioning BINGXUE as the only new tea beverage brand globally to completely abandon creamer within the 10 yuan price range.
• Ice Cream Series Complete line of soft-serve ice cream products including original and matcha flavors, produced using BINGXUE's proprietary soft-serve technique.
• Milk Tea Series Range of milk tea beverages including brown sugar bubble milk tea, supreme milk tea, jasmine lite milk tea, and other freshly made variants.
• Fresh Fruit Tea Series Tea beverages featuring fresh fruits including mulberry berry tea and grape juice bucket.
• Freshly Ground Coffee Series Freshly ground coffee beverages produced at BINGXUE stores.
• Egg Waffle Series Egg waffle products including matcha ice cream egg waffles and the founding-era Ice Cream Cone Waffle.

Quantifiable outcome

• World No.1 in matcha ice cream sales (certified by Sumpu/Shangpu Consulting Group, February 2026)
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Ele.mecoreChannel Partner/ Reseller/ Distributor · 1 January 2020In 2020, BINGXUE entered an in-depth cooperation with Ele.me, one of China's largest food delivery platforms. This partnership integrated BINGXUE stores with the Ele.me delivery ecosystem, supporting the brand's standardization strategy and enabling consumers to order BINGXUE products for home delivery. The collaboration extended the brand's reach beyond physical storefronts into the growing online food delivery market.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Gong Cha: Gong Cha is an established bubble tea franchise operating across Asia, North America, and other regions, directly competing with BINGXUE in the international bubble tea and milk tea segment.
• CoCo Bubble Tea: CoCo is a globally established bubble tea and milk tea franchise with stores in numerous international markets, competing with BINGXUE's overseas expansion in Southeast Asia, North America, and Europe.
• HEYTEA: HEYTEA pioneered the new tea beverage category in China and competes with BINGXUE in freshly made tea beverages targeting younger consumers. While HEYTEA sits at a premium price point, both brands focus on milk tea, fresh fruit tea, and similar product portfolios.
• Nayuki Holdings: Nayuki is a publicly listed Chinese tea chain operator with similar milk tea, fruit tea, and freshly made beverage offerings, competing for the same young consumer demographic. Comparable in product mix though differentiated in positioning and price tier.
• CHAGEE: CHAGEE is a premium Chinese tea beverage chain specifically referenced in BINGXUE's pricing comparison (BINGXUE prices at ~half of CHAGEE). Both target young consumers with freshly made tea beverages and compete on the quality-price frontier.
• Mixue: Mixue is China's largest value-positioned tea and ice cream chain with 30,000+ stores globally, competing directly with BINGXUE in the affordable milk tea and ice cream segment. Both brands emphasize affordability, franchise scale, and soft-serve ice cream.
• Guming: Guming is a major Chinese fresh-made tea beverage chain with similar store count scale and franchise-driven growth model. Both compete directly in freshly made milk tea and fruit tea for young consumers across China.
• Auntea Jenny: Auntea Jenny is a publicly listed Chinese fresh tea beverage chain with comparable scale, franchise-based store model, and milk tea / fruit tea product portfolio targeting young Chinese consumers.

Broad incumbents

• Starbucks China: Starbucks operates a massive specialty beverage retail footprint in China. While at a higher price point, it competes with BINGXUE for the same young urban consumer beverage occasions and third-place culture.
• Luckin Coffee: Luckin Coffee is the largest coffee chain in China with a similarly aggressive franchise/store expansion model and value-oriented pricing strategy. Both target young Chinese consumers with affordable freshly made beverages at high store density.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bingxue