蜜雪冰城试水早餐市场，5元“早餐奶”已在部分城市上线

Group 1 - The core point of the article is that the tea beverage chain brand Mixue Ice City is quietly entering the breakfast market, which has sparked widespread discussion in the industry [1][3] - Mixue Ice City has conducted a consumer survey regarding breakfast preferences through its corporate WeChat group, indicating a strategic move into the breakfast segment [1] - The breakfast initiative has already moved from survey to practice, with new breakfast options available in some cities through the official app, including products priced at 5 yuan [1] Group 2 - Prior to entering the breakfast market, Mixue Group has been actively diversifying, including a recent acquisition of 53% of "Fresh Beer Fu Lu Jia" for 297 million yuan, expanding into the fresh beer sector [3] - The company's diversification efforts are supported by strong financial performance, with a reported revenue of 14.87 billion yuan for the first half of 2025, a year-on-year increase of 39.3%, and a net profit of 2.72 billion yuan, up 44.1% [3] - As of June 30, 2025, Mixue Group has expanded its global store count to 53,014, with an increase of 9,796 stores compared to the same period last year, covering all provincial-level administrative regions in China and 12 overseas countries and regions [3]