Hongqi Chain(SZ:002697) 创业邦·2025-10-14 03:12Core Viewpoint - The article discusses the innovative marketing strategy employed by tea brands, particularly focusing on the serialized novel "The Snow King Sells Coffee in Ancient Times" printed on receipts by the brand Mixue Ice City, which has sparked a trend in the beverage industry [6][12][46]. Group 1: Marketing Innovation - Mixue Ice City has creatively utilized its receipts to serialize a novel, engaging customers and generating buzz on social media [8][11]. - The serialized novel consists of 20 chapters, with daily updates from September 17 to October 6, 2023, and is a reworking of a previously released short drama [12][46]. - This approach has transformed the brand's mascot, the Snow King, into a cross-genre character, enhancing brand identity and customer engagement [11][12]. Group 2: Industry Trends - The trend of writing novels on receipts is not unique to Mixue Ice City; other brands like Jasmine Milk White have also adopted similar strategies, indicating a broader movement within the tea industry [16][18]. - The article highlights that the trend of "receipt literature" is becoming a new norm in the beverage sector, with brands using this medium for storytelling and customer interaction [20][27]. - The marketing strategy reflects a shift in consumer expectations, where customers seek surprise and resonance rather than traditional brand messaging [27][43]. Group 3: Consumer Engagement - The serialized storytelling on receipts has led to increased customer participation, with consumers actively seeking out the next chapters and sharing their experiences online [11][12]. - This phenomenon has created a community around the brands, where customers engage in discussions and share their own narratives related to the products [20][32]. - The article notes that the trend has resulted in a unique blend of consumption and entertainment, as customers enjoy their beverages while following the unfolding stories [24][45].