How to Beat McDonald's with Yijing 6 Concepts

Mixue Success due to Yijing?

As of today (Nov 2025), in terms of store count, Mixue has 45,000 worldwide, exceeding 43,000 of McDonald's. Mixue is a public-listed company in Hong Kong (not listed in China). It's financials shows that it is a profitable business with 12% net profit margin.

Yijing 6 Concepts that Mixue uses:

1. Oneness: Joy. Their song, adapted from 'Oh Susana', gives people joy outside the store. "I love you, you love me, Mixue Ice Cream and Tea"

2. Yin Yang balance: Keep prices low (yang) but consistent quality (yin) through tight control of the supply chain. Prices range from S$1.50 to S$3.50, whereas in China it is RMB2 to RMB10.

3. Bagua or 8 Trigrams: Qian Kun Kan Li Xun Zhen Gen Dui. Mixue has all the Bagua elements of leadership, easy-going, flexible, passion, consistency, fast expansion, stick to values and giving us joy.

4. The hexagram that Mixue uses the most is number 1 Qian. This hexagram says Do not go out until you are ready. Mixue started in China in 1997, but only went overseas after 25 years.

5. Five Movement Elements or Wu Xing. Fire, Earth, Metal, Water, Wood. These 5 moving elements are present in all Mixue products, which has only ice cream and tea.

6. Energy or Qi. Yes, the energy you can feel is contagious; that's why their business attracts franchisees easily

Yijing Explained is available at https://asiatrainers.org/yjbook

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