Business and Money Tips

How Mixue and  Chagee Each Used Yijing in Their Own Way People often ask me why both Mixue and Chagee can grow so fast, yet their styles are completely different. The truth is, both brands follow the principles of Yijing , but they apply them in two very different ways. When you understand this, you see why they both succeed without needing to fight each other. Everything begins with Oneness . Mixue positions itself as part of everyday life, almost like the air people breathe. Affordable, accessible, always there. Chagee, on the other hand, positions itself as part of a personal ritual, something people enjoy, appreciate and even show off. One becomes daily life, the other becomes lifestyle. Both are One with their audience, but in different layers of human living. Then comes Yin and Yang . Mixue represents extreme Yin: simple, cool, friendly, low price, low barrier. Chagee represents rising Yang: premium, warm, beautiful, expressive. Yin attracts the masses, Yang attracts tho...

How Chagee Used Yijing to Beat Starbucks Many people wonder how a young Asian brand like Chagee could rise so fast and become a serious challenger to Starbucks , the world’s coffee giant. The answer lies in the wisdom of Yijing , the study of change. First, Chagee understands Oneness . While Starbucks sees itself as a coffee company, Chagee sees itself as part of people’s lifestyle and emotional space. It unites the old and new, East and West, tea and trend. This sense of Oneness allows it to move with the times yet stay rooted in its essence. Second, Chagee mastered Yin and Yang . Where Starbucks represents strong, masculine, and global energy, Chagee brings soft, feminine, and local energy. Yin does not fight Yang. Instead, it balances and complements it. When coffee culture became too heavy and serious, Chagee came in with lightness, beauty, and flow. That is Yin winning through harmony. Third, Chagee moves with the Ba Gua , or the eight trigrams of life. Each outlet reflects a...

Chagee didn’t beat Starbucks by copying its coffee empire.  It changed the definition of victory:  from caffeine energy to mindful elegance, from Western dominance to Eastern pride. Through Sun Tzu’s strategic invisibility , Yijing’s timing and flow , and Love Intelligence’s emotional connection , Chagee created a new battlefield, one where Starbucks cannot fight without losing its identity. How Chagee Uses Art of War to Challenge Starbucks “He who knows himself and knows the enemy will not be imperiled in a hundred battles.” — Sun Tzu, Chapter III 1. “Know Yourself, Know the Enemy” — Deep Understanding Before Action “If you know the enemy and know yourself, you will not fear the result of a hundred battles.” Chagee’s Application Knew Starbucks’ strengths: lifestyle branding, consistency, coffee culture. Knew Starbucks’ weaknesses: high price, Western flavor, urban elitism. Knew its own identity: premium Chinese tea heritage blended with modern aesthetic...

Today let AndyTheCoach analyse for you how Zhang Junjie, founder and CEO of CHAGEE (茶姬), used the SuperME framework, Yijing, and Art of War, to start and succeed in his own business.  Who is Zhang Junjie? Zhang Junjie, 30 and now a billionaire, is the visionary CEO who transformed CHAGEE from a traditional tea brand into a regional lifestyle icon, known for premium Chinese tea culture served in modern formats. From 2017 to 2025, CHAGEE expanded rapidly across China, Singapore, Malaysia, and USA. It is listed in NASDAQ with a market capitalization of US$3 billion.  How Zhang Junjie Embodied SuperME Principles 1. Purpose (天命 Tianming) — Return to Roots with a Modern Vision He believed tea is not just a drink. It is a cultural identity, a daily ritual, and a way to feel proud of Chinese heritage. He didn’t enter F&B to chase trends — he entered to reclaim pride in Chinese tea. This strong Purpose energy helped him make bold, clear decisions that inspired both staff and custom...