Love Intelligence (LQ) Strategies used by Mixue to Beat McDonald's to be World's Largest F&B Group

Love Intelligence (LQ) Strategies Used by Mixue

“People don’t buy from you because they understand you, they buy because they feel understood.”

1. Empathy with Everyday People

Mixue positioned itself as the people’s brand, not a luxury lifestyle.
Every store feels welcoming — no pressure, no pretense.

Love = Understanding the heart before offering the product.

2. Love in Leadership — Caring for Franchisees

Mixue’s franchise model includes:

Free training, logistics support, and low entry cost.
Shared success mindset — win-win partnership instead of exploitation.
This mirrors LQ Principle: Love empowers, not controls.

3. Joyful Brand Energy

Their cheerful snowman mascot, song “I Love You You Love Me Mixue Ice Cream and Tea,” and light-hearted marketing spread happiness.
Emotionally, Mixue built a community, not just a chain.

Love creates loyalty faster than marketing budgets.

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