蜜雪冰城“连载小说”火上热搜！小票文学又翻红

Core Insights - The article discusses the resurgence of "receipt literature" in the tea and coffee industry, highlighting how brands like Mixue Ice City have creatively engaged consumers through serialized storytelling on receipts, leading to increased customer interaction and brand loyalty [4][5][19]. Group 1: Marketing Strategies - Mixue Ice City launched a serialized novel titled "The Snow King Sells Coffee in Ancient Times," printed in 20 chapters on receipts, which has captivated consumers and sparked a trend of exchanging chapters among customers [9][11]. - Other brands such as Jasmine Milk White and CoCo都可 have also adopted similar strategies, enhancing consumer engagement through creative content on receipts [18][19]. - The trend of "receipt marketing" has gained traction again this year due to its cost-effectiveness and ability to transform a standard receipt into a marketing tool without additional material costs [21][23]. Group 2: Consumer Engagement - The interactive nature of these marketing strategies has led to consumers actively participating in the storytelling process, with some visiting stores multiple times to collect all chapters [12][24]. - Brands are encouraging user-generated content by leaving open-ended storylines on receipts, prompting consumers to contribute their own endings, which enhances brand engagement and social media sharing [25][27]. - The emotional resonance of the content, such as motivational quotes and poetry, has also struck a chord with younger consumers, making the receipts a medium for connection and reflection [32][35]. Group 3: Broader Implications - The success of "receipt literature" illustrates that effective marketing does not always require significant investment; rather, it can stem from innovative ideas that leverage everyday consumer experiences [37][42]. - Other brands are exploring low-cost interactive methods, such as creative designs on cups and engaging games during wait times, to enhance customer experience and brand perception [40][41].