千亿蜜雪冰城们，凭啥冲出河南

Core Viewpoint - The article highlights the emergence of Henan as a significant player in China's consumer market, exemplified by the success of brands like Mixue Ice City and the rise of local enterprises [5][10][18]. Group 1: Mixue Ice City - Mixue Ice City, founded in Henan, has expanded rapidly, achieving a revenue growth of 39.3% year-on-year to 14.87 billion yuan in the first half of 2025, with a net profit increase of 42.9% to 2.69 billion yuan [11]. - The company operates 53,014 stores, with 48,281 in mainland China and 4,733 outside [11]. - The flagship store near its headquarters has seen peak daily foot traffic of 46,000 and daily sales exceeding 600,000 yuan [11][12]. Group 2: Economic Impact and Infrastructure - The headquarters of Mixue Ice City is located in Zhengdong New District, with a total investment of 1.38 billion yuan for the project [6]. - The production base in Henan covers 342,000 square meters, with an annual production capacity of 1.21 million tons, although its utilization rates have been below 60% in recent years [12]. - The company is expanding its production capabilities, planning to add facilities to increase ice cream powder production by approximately 80,000 tons annually [12]. Group 3: Consumer Behavior and Market Strategy - Henan's lower per capita GDP of 60,100 yuan compared to the national average of 89,400 yuan has led to a strong demand for affordable products, which Mixue has capitalized on with a pricing strategy of 2 to 8 yuan for core products [14][15]. - Mixue's strategy includes training employees in local market engagement techniques, such as promotional shouting in rural areas, which is less common among larger brands [15]. - The company is actively recruiting local talent, with many employees returning from larger cities, enhancing its understanding of the local market dynamics [15]. Group 4: Competitive Landscape - Other notable local brands include Pang Dong Lai, which reported sales exceeding 15.977 billion yuan in 2023, and Ba Nu Hot Pot, which has a higher average customer spend and is expanding rapidly in Henan [16][17]. - Ba Nu has achieved a profit margin of 26.2% in Henan, outperforming its performance in first-tier cities [17]. - The article suggests that Henan is becoming a new high ground for consumer markets in China, indicating a shift in economic dynamics [18].