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Core Insights - New tea beverage brands are leveraging "receipt literature" as a marketing strategy to engage younger consumers, with brands like Mixue Ice City and Jasmine Milk White creating serialized stories on their receipts to enhance customer interaction and brand visibility [3][4][10] Group 1: Marketing Strategies - Mixue Ice City launched a serialized novel titled "The Snow King Sells Coffee in Ancient Times," which features a time-traveling narrative and has generated significant consumer interest and engagement on social media [4][5] - Jasmine Milk White's "White Moonlight" narrative employs a dramatic and engaging style, resonating with younger audiences and creating a strong brand identity [8][10] - Both brands incorporate interactive elements, inviting consumers to contribute to story endings, thus fostering community engagement and emotional connection with the brand [14][24] Group 2: Consumer Engagement - The trend of "receipt literature" reflects a shift in consumer preferences, with 67% of young consumers showing resistance to traditional advertising while over 80% are open to interactive and entertaining content [3] - Consumers are actively participating in the narrative by sharing and exchanging receipt stories, which enhances brand loyalty and encourages repeat purchases [4][14] - The marketing approach of using receipts as storytelling platforms allows brands to transform mundane transaction documents into engaging narratives, effectively capturing consumer attention [17][24] Group 3: Brand Positioning - Jasmine Milk White positions itself as a high-end, elegant brand, contrasting with the more playful and humorous tone of Mixue Ice City's marketing, which helps create memorable brand experiences [10][12] - The success of "receipt literature" varies among brands, with some like K22 and Tea Yan Yue Se receiving negative feedback for their less engaging narratives, highlighting the importance of aligning marketing strategies with consumer expectations [17][21] - The competitive landscape in the new tea beverage sector drives brands to innovate in their marketing tactics, with "receipt literature" serving as a novel approach to stand out in a crowded market [24]