Abstract
Against the backdrop of the tea industry gradually going global, MIXUE has moved from China to the world and established offline stores in Australia in 2023, which have received popularity from locals. As a result, the purpose of this research was to examine MIXUE's SWOT analysis of the circumstances that Australian CBD stores are in. This research showed that for locals, product, price, place, and promotion have positive effects on the purchase intention of customers. In this study, MIXUE's location was chosen in the CBD, which provides a certain base of customers for MIXUE. MIXUE's beverages, which are completely lower than the market price, have attracted customers, especially young people. At the same time, the sales method of distributing coupons before opening has also played a good role in the 'warm-up' stage, laying the foundation for the number of customers after opening. In the beverage industry, Customers also attach great importance to product quality. This article has certain reference significance for brands planning to develop the tea industry in Australia in the future.
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