穷鬼赛道，捧出了2个河南首富

Core Insights - The article highlights the rapid rise of Mixue Ice City, founded by Zhang Hongchao and Zhang Hongfu, who became the new richest individuals in Henan with a net worth of 117.9 billion yuan, surpassing previous wealth holders in the region [2][3] - Mixue Ice City has successfully positioned itself in the low-price beverage market, with a significant expansion to over 46,000 stores globally and a successful IPO in Hong Kong, where its stock price surged from 202.5 yuan to 494 yuan per share [2][3][42] - The brand's resilience is demonstrated by its ability to navigate challenges, including a food safety scandal, while maintaining strong public support and brand loyalty [3][5][7] Company Overview - Mixue Ice City was founded in 1997, initially as a shaved ice shop named "Hanliu Shaved Ice," and has evolved into a major player in the beverage industry, focusing on affordable products [18][21] - The company has maintained a consistent pricing strategy, with popular items like lemon water priced at 4 yuan and ice cream cones at 2 yuan, which has contributed to its appeal among cost-sensitive consumers [2][10][32] - The brand has built a strong marketing identity around its mascot, "Xue Wang," which has become a cultural symbol and has significantly boosted brand recognition and engagement [36][39] Market Position - Mixue Ice City has become the largest chain in the beverage sector, selling 9 billion cups of drinks in 2024 and achieving a total revenue of 24.8 billion yuan [43] - The company has strategically avoided high-end markets, focusing instead on the low-cost segment, which has proven to be a successful long-term strategy [30][32] - The competitive landscape for new tea beverages has intensified, with Mixue Ice City preparing for ongoing challenges while continuing to expand its product offerings and market presence [49][50] Future Outlook - Despite recent growth, the company faces potential challenges, including rising costs due to global lemon supply issues and increased competition in the beverage market [49][50] - The leadership dynamics between the founders, with Zhang Hongchao advocating for stability and Zhang Hongfu pushing for aggressive expansion, will be crucial in navigating future market conditions [50][51] - The brand's ability to adapt to changing consumer preferences and maintain its low-cost model will be key to sustaining its market leadership in the coming years [49][50]