蜜雪冰城回应“卖早餐”

Core Viewpoint - The article discusses the recent initiatives by Mixue Ice City to introduce a breakfast series, highlighting consumer engagement through surveys and the launch of new breakfast products at a competitive price point [1][5][8]. Group 1: Breakfast Series Launch - Mixue Ice City has introduced a "Breakfast Series" featuring products like Five Red Milk, Five Black Milk, Corn Milk, and Coconut Milk, all priced at 5 yuan [5][8]. - The breakfast initiative is currently being tested in select cities including Dalian, Xi'an, Nanning, and Hangzhou, with no plans for widespread rollout at this time [8]. Group 2: Consumer Engagement - A survey was conducted by Snow King to gather consumer preferences on breakfast choices, including options like soy milk, fried dough sticks, and sandwiches, along with demographic information [1][8]. - The survey aims to understand consumer spending habits and preferences for breakfast formats and flavors [1]. Group 3: Financial Performance - For the first half of 2025, Mixue Ice City reported a revenue of 14.87 billion yuan, a year-on-year increase of 39.3%, with a gross profit of 4.71 billion yuan, up 38.3% [8]. - The net profit for the same period reached 2.72 billion yuan, reflecting a growth of 44.1% compared to the previous year [8]. - As of June 30, 2025, the total number of Mixue Ice City stores globally reached 53,014, with an increase of 9,796 stores from the previous year [8].