蜜雪冰城早餐“前哨战”：5元平价策略背后的全时段野心与供应链大考

Core Insights - The article discusses the strategic entry of Mixue Ice City into the breakfast market, targeting China's 1.35 trillion yuan breakfast sector with a new product line priced at 5 yuan [1][15][16] Group 1: Market Entry Strategy - Mixue Ice City has launched a breakfast series in several cities, including Hangzhou, Dalian, Xi'an, and Nanning, featuring four milk products priced uniformly at 5 yuan [1][14][15] - The company conducted a comprehensive breakfast survey through WeChat to gauge consumer preferences and price sensitivity before launching the breakfast products, indicating a cautious approach to market entry [2][16] - The breakfast initiative is currently in a testing phase, with no plans for large-scale promotion yet, reflecting a careful rollout strategy [2][16] Group 2: Operational Efficiency and Profitability - The introduction of breakfast items aims to optimize existing business models by utilizing idle morning hours in stores, thereby reducing fixed costs and enhancing overall profitability [3][18] - With over 53,000 stores, even a small increase in revenue from breakfast sales can lead to significant aggregated gains for the company [3][18] - The choice to offer dairy products for breakfast leverages existing supply chain capabilities, allowing for cost-effective product development and market testing [3][19] Group 3: Industry Trends and Competition - Mixue Ice City is part of a broader trend in the beverage industry, where brands like Gu Ming, Kudi, and Nayuki are also entering the breakfast market, indicating a shift towards all-day, multi-category operations [5][20][21] - The competitive landscape is characterized by increasing homogenization among tea brands, making it challenging to attract customers during limited afternoon tea hours [6][21] Group 4: Challenges in Localization and Standardization - The company faces significant challenges in catering to diverse regional breakfast preferences across China, which complicates the standardization of breakfast offerings [8][22][23] - Breakfast consumption behavior differs from tea consumption, emphasizing the need for quick service and efficient operations, which may require adjustments in store processes [9][24] - Balancing resource allocation between breakfast and core tea products poses an operational challenge for Mixue Ice City [9][24] Group 5: Supply Chain Considerations - Mixue Ice City's established supply chain, with five production bases and 29 warehouses, supports its distribution capabilities across over 300 cities [10][25][26] - The breakfast business will test the supply chain's adaptability, especially as many breakfast items require higher freshness and quicker turnaround than tea products [10][26] - The company's recent acquisition of a stake in a fresh beer brand indicates a strategy to diversify and create a full-day consumption experience [10][26]