As summer heats up, China’s delivery platforms are slashing prices on milk tea, turning the popular drink into a key weapon in a fierce subsidy battle.
Brands like Mixue and Auntea Jenny are offering iced milk teas for as low as 3.9 yuan, attracting millions of orders daily on platforms like JD.com and Taobao.
Thanks to their massive store networks—Mixue has over 46,000 locations—these milk tea giants can absorb heavy discounts better than smaller coffee chains. This scale helps build consumer trust while forcing prices down to nearly the cost of bottled water.
For delivery platforms, affordable milk tea isn’t just about drinks—it’s a strategic move to capture China’s growing instant retail market, encouraging consumers to order anytime, not just at mealtimes.
While shoppers enjoy the bargains, workers face intense pressure handling the order surge. Still, milk tea brands remain front and center in this delivery war, signaling a lasting shift in how China’s consumers satisfy their cravings.
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