Group 1 - The core idea of the news is that Mixue Ice City has launched a creative marketing initiative by incorporating a serialized novel titled "The Snow King Sells Coffee in Ancient Times" on their purchase receipts, which has garnered significant consumer engagement on social media [2] - The novel consists of 20 chapters, with a new chapter released daily from September 17 to October 6, aimed at enhancing brand interaction and consumer interest [2] - Following the initial release period, the novel will enter a cyclical update phase to ensure customers can access the complete story [2] Group 2 - On August 27, Mixue Group reported a 39.3% year-on-year increase in revenue for the first half of 2025, reaching 14.87 billion yuan, driven by strengthened supply chain capabilities, brand IP development, and improved store operations [5] - The company's gross profit for the same period was 4.71 billion yuan, reflecting a 38.3% increase, while net profit rose by 44.1% to 2.72 billion yuan [5]
在买单小票上连载小说《雪王在古代卖咖啡》？蜜雪冰城回应！已在官方账号发布全20章