Core Insights - The recent popularity of "small ticket serialized novels" by Mixue Ice City has sparked consumer engagement, leading to a trend of "plot swapping" and continuous purchases to follow the story [1][5][6] Marketing Strategy - The initiative involves the brand's original IP story "The Snow King Selling Coffee in Ancient Times," divided into 20 chapters printed randomly on receipts, encouraging customers to collect them by purchasing drinks [3][5] - The first update cycle ran from September 17 to October 6, with plans for ongoing updates [3][6] Consumer Engagement - The appeal of wanting to know the story's direction has transformed receipts from disposable items into sought-after "story cards," prompting some consumers to visit stores for a week straight [5][6] - Social media platforms have seen users forming "chapter exchange stations" to swap duplicate or missing chapters, indicating a strong community engagement [5] Brand Interaction - Mixue Ice City has stated that the serialized novel is a fun interactive activity aligned with the brand's identity, with daily chapter updates rolled out in stores since September [6] - Other brands like Jasmine Milk White, Shanghai Auntie, and CoCo都可 have also adopted similar strategies, indicating a broader trend in the tea beverage industry [9] New Marketing Trends - The resurgence of small ticket marketing can be attributed to two main factors: the low cost of integrating creative content into existing receipts and the strong situational advantage that encourages spontaneous sharing on social media [11] - Brands are increasingly focusing on interactive storytelling, with some allowing consumers to write story endings, enhancing engagement and brand reach [11][12] Emotional Connection - Brands are using receipts to convey relatable messages and emotional support, resonating with younger consumers [16][18] - The approach of using low-cost, creative content for marketing demonstrates that effective engagement does not always require significant investment [19][21]
蜜雪冰城“连载小说”火上热搜，小票文学又翻红
3 6 Ke·2025-10-11 01:32