Core Viewpoint - The article discusses the performance and challenges of Mixue Ice City, highlighting its significant revenue growth and expansion while addressing concerns about profitability and food safety issues [6][19]. Financial Performance - In the first half of 2025, Mixue Ice City achieved revenue of 14.875 billion yuan, a year-on-year increase of 39.3%, and a profit of 2.718 billion yuan, up 44.1% [6][8]. - The company opened nearly 10,000 new stores within a year, bringing the total to over 53,000 globally, with a daily average of about 27 new stores [6][8]. Market Position and Strategy - Mixue Ice City primarily targets lower-tier cities, with 57.6% of its stores located in third-tier and below cities, indicating significant growth potential in first-tier cities [9]. - The brand's marketing expenses are relatively low, with sales and distribution costs increasing by 40.2% to 913.7 million yuan, representing 6.1% of total revenue [9][10]. Brand and Consumer Engagement - The "Snow King" brand image has become deeply ingrained in consumer consciousness, contributing to its strong market presence and effective consumer engagement strategies [9][10]. - The brand has leveraged social media, with over 54.2 billion views on Douyin, and has engaged in promotional activities to enhance consumer interaction [10]. Challenges and Risks - Despite growth, Mixue Ice City faces challenges such as declining single-store profitability and food safety incidents, which have raised concerns about brand management [15][18]. - The number of store closures has increased, with 1,187 closures reported in the first half of 2025, up 48.6% from the previous year [16][17]. Expansion and Future Outlook - Mixue Ice City is pursuing international expansion, although its overseas store count has decreased from 4,895 to 4,733, focusing on optimizing existing operations [12][16]. - The company is also developing a second growth curve through its sub-brand Lucky Coffee, which aims to penetrate the coffee market with low pricing strategies [12][13].
5万家店赚27亿，蜜雪冰城还能跑多快？
投中网·2025-09-02 06:33