Hongqi Chain(SZ:002697) 3 6 Ke·2025-12-12 10:38Core Viewpoint - The company Mixue Ice City is testing a breakfast business model by launching a survey to gather consumer preferences and has introduced a breakfast combo in select cities, aiming to expand its operational hours and revenue potential [1][4][6]. Group 1: Survey and Consumer Feedback - A survey was shared on social media asking consumers about their favorite breakfast options, including various traditional and modern choices [1]. - The survey also collected demographic information such as gender, age, occupation, and spending habits on breakfast [1]. Group 2: Breakfast Business Launch - Mixue Ice City has piloted a breakfast combo of "breakfast milk + bread" priced at 7.9 yuan in cities like Hangzhou, Xi'an, Dalian, and Nanning [4]. - The breakfast milk comes in four flavors, and the bread options include three types, reflecting a diverse offering [4]. Group 3: Market Reactions and Pricing Concerns - The introduction of the breakfast menu has sparked discussions on social media, with some consumers expressing excitement while others criticize the pricing as too high compared to traditional breakfast options [6]. - A comparison highlighted that traditional breakfast costs around 3.5 yuan, making the 7.9 yuan combo seem expensive [6]. Group 4: Strategic Implications - This move is part of Mixue Ice City's strategy to explore revenue opportunities during non-peak hours, particularly in the morning [6]. - The company aims to leverage its supply chain and store network advantages in the breakfast market, although it faces challenges in balancing cost and consumer expectations [6].