On the evening of March 14th, Hubei Jing Shi's "3.15 Special Report" exposed food safety issues at Mixue Ice City's Yichang store, revealing that the brand stored fruit slices at room temperature overnight, which allegedly violates food hygiene regulations. However, unlike other companies exposed during previous "3.15" reports, Mixue Ice City did not experience the expected widespread negative backlash. Instead, some consumers defended the brand.

These consumers argued that, due to Mixue Ice City's long-standing low-price strategy, they prioritize cost-effectiveness and are more tolerant of product quality issues, believing that such occurrences can be somewhat acceptable.

Notably, this consumer attitude did not negatively impact the stock market. On the contrary, Mixue Ice City's stock price showed an upward trend. As of now, the stock price has slightly increased to HKD 407.2, up by 0.1%, with a total market capitalization of HKD 153.5 billion. During early trading, the stock price briefly surged by 3%. This price increase reflects consumers' higher tolerance for quality issues under the attraction of low prices, indicating that the brand's negative publicity did not have a significant impact on its stock price.

To purchase Mixue Ice City on uSMART

First, log into the uSMART HK app and tap the 'Search' option in the top-right corner of the page. Enter the stock code, such as '02097.HK,' to access the detail page where you can view trading details and historical trends. Next, tap the 'Trade' button in the bottom-right corner and select the 'Buy/Sell' option. Finally, fill in your trading conditions and submit the order.

(Image source: uSMART HK)