# Brand Cannibalization

The Parent Trap: Why Mixue Bingcheng is Cannibalizing Its Own Coffee Empire

Tea giant Mixue Bingcheng is increasingly encroaching on the market of its own sub-brand, Lucky Cup, by upgrading its coffee technology and offering lower prices. This internal rivalry suggests that Lucky Cup's mission to become the 'coffee version of Mixue' is being undermined by the parent brand's own expansion.