蜜雪冰城上市后首份中报：坐拥5.3万家门店，日赚1488万元

Core Viewpoint - The company, Mixue Group, reported strong financial performance in its first half of the year, with significant revenue and profit growth driven by an expanding store network and increased marketing efforts [2][4]. Financial Performance - In the first half of the year, Mixue Group achieved revenue of 14.875 billion yuan, a year-on-year increase of 39.3%, and a net profit attributable to shareholders of 2.693 billion yuan, up 42.9% [2]. - The company earned an average of 14.88 million yuan per day over the 181 days of the first half [2]. Store Network Expansion - As of the end of June, Mixue Group had over 53,000 stores globally, with approximately 48,300 located in mainland China, marking an increase of nearly 10,000 stores compared to the same period last year [3][4]. - The number of stores in third-tier and lower cities reached 27,800, representing 57.6% of the total, while first-tier cities accounted for 2,356 stores, increasing their share to 4.9% [2]. Franchise Model - Out of the 53,000 stores, only 21 are company-owned, with the majority being franchise stores [3]. - The franchise count at the beginning of the year was 46,462, with 7,721 new openings and 1,187 closures in the first half, resulting in a closure rate of 2.55%, which is still relatively low compared to other new tea beverage companies [3][4]. Marketing and Competition - The company increased its marketing expenditure to 914 million yuan, a rise of 50.24% year-on-year, in response to intense competition in the domestic new tea beverage market [4]. International Expansion - Mixue Group has the largest overseas presence among new tea beverage brands, with 4,733 stores outside mainland China as of mid-year [4]. - The company is focusing on Southeast Asia for expansion, with adjustments made in Indonesia and Vietnam to optimize existing stores, while also entering the Central Asian market with a new store in Kazakhstan [4]. - The coffee brand, Lucky Coffee, has also begun its international expansion, opening its first overseas store in Malaysia and planning to establish four more [4][5]. Lucky Coffee Growth - Lucky Coffee has accelerated its expansion, increasing its store count from 4,800 to 5,700 in just three months, and reaching over 7,800 stores by August 22, with a target of 10,000 stores for the year [6].