Hongqi Chain(SZ:002697) Qi Lu Wan Bao·2025-10-09 08:43Core Points - The article discusses a new marketing initiative by the company Mixue Ice City, which involves printing a serialized novel titled "The Snow King Sells Coffee in Ancient Times" on customer receipts, starting from September [2][28] - The initiative aims to enhance brand interaction and maintain customer engagement through storytelling, aligning with the brand's characteristics and consumer interests [2][28] - The novel consists of 20 chapters, with one chapter released daily from September 17 to October 6, and will enter a cyclical update phase to ensure customers can access the complete story [2][28] Group 1 - The initiative of printing novels on receipts began in September and is a company-wide effort [2] - Staff indicated that the inclusion of novel content on receipts may vary by store, depending on receipt paper availability [2] - The serialized novel is designed to create a fresh and engaging experience for customers, promoting the brand's narrative [2][28] Group 2 - The first update cycle of the novel ran from September 17 to October 6, with plans for continuous updates thereafter [2] - The company has also produced a short drama based on the novel, which was released on various video platforms [28] - The short drama consists of six episodes, each under six minutes, and was completed by July 10 [28]