AiXue, Indonesia's largest ice cream brand, was built by a team from China? Yes, that's correct. It is also the brand founded in 2015 by Mr. Wang Jiacheng and his team, who were special guests on the CCTV-2 talk show "Departure to Indonesia" aired in July. Today, Manager Wang will share the details with you.
First, in 2015, a startup team of over 10 people from China, most of whom had previously worked at Mengniu, started from scratch in Indonesia, beginning in a 15-square-meter underground garage, and founded AiXue Ice Cream Company. They achieved a remarkable 60-fold growth in just 7 years, becoming Indonesia's largest ice cream brand. The leader of this team is Mr. Wang Jiacheng. Recalling the early entrepreneurial journey, Mr. Wang spoke with deep emotion.
Second, why did AiXue ice cream achieve such a growth miracle? At the beginning, AiXue did not rush to enter modern channels with heavy foot traffic, which were dominated by European and American brands like Wall's. Instead, they adopted a "rural包围城市" (surround the cities from the countryside) strategy and targeted "blank" traditional channels. Traditional channels, similar to mom-and-pop shops, are numerous with huge potential consumer demand, but require one-on-one negotiations and face challenges such as delivery difficulties (narrow roads, motorcycle delivery), unstable electricity supply, and the need to cultivate consumer habits. None of these obstacles daunted the hardworking AiXue team. To cope with power shortages, the team came up with solutions like using quilts to keep freezers cold, distributing generators to deal with power outages, and even transporting ice cream to cold storage to help small shops solve operational problems.
Third, in 7 years, AiXue built three factories in Indonesia, with the East Java factory being the most advanced in the country and a designated industrial tourism site. Nearly a thousand people visit the factory daily and can even witness the modern production process of ice cream. The aesthetically pleasing factory and the opportunity to enjoy freshly made ice cream have become a new way for the brand to tell its story and a symbol of AiXue's integration into the local community.
The key to AiXue's success in Indonesia lies in the core team's deep roots in the country and their startup mindset from scratch, because a manager mentality simply wouldn't work in the Indonesian market. In addition, the team's product development capabilities, marketing and channel expertise, and supply chain operations have all contributed to AiXue's growth in Indonesia. Despite language barriers, cultural differences, and unfamiliar markets, they grew from zero to 60 times in 8 years, becoming the number one ice cream brand in Indonesia and a successful example of Chinese companies going global in Southeast Asia.
AiXue, Indonesia's largest ice cream brand, was built by a team from China? Yes, that's correct. It is also the brand founded in 2015 by Mr. Wang Jiacheng and his team, who were special guests on the CCTV-2 talk show "Departure to Indonesia" aired in July. Today, Manager Wang will share the details with you.
First, in 2015, a startup team of over 10 people from China, most of whom had previously worked at Mengniu, started from scratch in Indonesia, beginning in a 15-square-meter underground garage, and founded AiXue Ice Cream Company. They achieved a remarkable 60-fold growth in just 7 years, becoming Indonesia's largest ice cream brand. The leader of this team is Mr. Wang Jiacheng. Recalling the early entrepreneurial journey, Mr. Wang spoke with deep emotion.
Second, why did AiXue ice cream achieve such a growth miracle? At the beginning, AiXue did not rush to enter modern channels with heavy foot traffic, which were dominated by European and American brands like Wall's. Instead, they adopted a "rural包围城市" (surround the cities from the countryside) strategy and targeted "blank" traditional channels. Traditional channels, similar to mom-and-pop shops, are numerous with huge potential consumer demand, but require one-on-one negotiations and face challenges such as delivery difficulties (narrow roads, motorcycle delivery), unstable electricity supply, and the need to cultivate consumer habits. None of these obstacles daunted the hardworking AiXue team. To cope with power shortages, the team came up with solutions like using quilts to keep freezers cold, distributing generators to deal with power outages, and even transporting ice cream to cold storage to help small shops solve operational problems.
Third, in 7 years, AiXue built three factories in Indonesia, with the East Java factory being the most advanced in the country and a designated industrial tourism site. Nearly a thousand people visit the factory daily and can even witness the modern production process of ice cream. The aesthetically pleasing factory and the opportunity to enjoy freshly made ice cream have become a new way for the brand to tell its story and a symbol of AiXue's integration into the local community.
The key to AiXue's success in Indonesia lies in the core team's deep roots in the country and their startup mindset from scratch, because a manager mentality simply wouldn't work in the Indonesian market. In addition, the team's product development capabilities, marketing and channel expertise, and supply chain operations have all contributed to AiXue's growth in Indonesia. Despite language barriers, cultural differences, and unfamiliar markets, they grew from zero to 60 times in 8 years, becoming the number one ice cream brand in Indonesia and a successful example of Chinese companies going global in Southeast Asia.
