Hongqi Chain(SZ:002697) 猿大侠·2025-05-23 04:05Core Viewpoint - The article discusses the emerging trend of individuals reselling "Mixue Ice City" lemon water in tourist areas, highlighting both the business opportunity and the legal and ethical discussions surrounding this practice [5][6]. Group 1: Business Opportunity - Individuals are capitalizing on the demand for "Mixue Ice City" lemon water by reselling it at tourist spots, with one case showing a profit of 254 yuan from selling 98 cups in 3.5 hours [3][6]. - The pricing strategy involves purchasing the lemon water at 4 yuan (costing 3.4 yuan) and reselling it for 6 yuan, which is still competitive compared to other high-priced beverages in the area [3][7]. - The trend has gained traction, with multiple reports of similar reselling activities at various events and locations, indicating a replicable business model [3][7]. Group 2: Consumer Perception and Brand Response - Despite previous controversies regarding the use of overnight lemon slices, consumer support for "Mixue Ice City" remains strong, with many appreciating its low-price strategy [7][8]. - The brand's pricing strategy positions it as a "price oasis" in a market where other beverages can cost significantly more, reinforcing its high cost-performance perception among consumers [7][8]. - The company has acknowledged the situation and is investigating whether the resellers are employees or independent sellers, reflecting a proactive approach to brand management [6][8]. Group 3: Legal and Ethical Considerations - Discussions have emerged regarding the legality of reselling products, with legal experts indicating that as long as the product's nature, packaging, and trademark remain unchanged, reselling does not typically constitute trademark infringement [8]. - The article notes that if "Mixue Ice City" attempts to restrict resale prices, it could potentially violate antitrust laws, highlighting the complexities of pricing strategies in the retail market [8]. - Concerns about unlicensed selling and potential administrative penalties for resellers are also mentioned, indicating the need for compliance with local regulations [8].