蜜雪冰城要卖早餐了

Core Insights - The article discusses the recent initiatives by Mixue Ice Cream, including a breakfast survey and the introduction of a new breakfast product line [2][3][5] - The company is expanding its product offerings beyond beverages to include fresh beer through a recent acquisition [7] - Financial performance shows significant growth in revenue and profit for the first half of 2025 [7] Group 1: Breakfast Initiative - Mixue Ice Cream has launched a breakfast survey to gather consumer preferences regarding breakfast types and spending [2][3] - The company has introduced a new "breakfast series" in its app, featuring products like Five Red Milk and Five Black Milk, all priced at 5 yuan [5][7] - The breakfast initiative is currently being tested in select cities including Dalian, Xi'an, Nanning, and Hangzhou, with no plans for widespread rollout yet [7] Group 2: Acquisition and Product Expansion - On October 1, Mixue Group announced a 297 million yuan acquisition of a 53% stake in Fulu Family to enter the fresh beer market [7] - Fulu Family, established in 2021, operates around 1,200 stores offering fresh beer products [7] - This acquisition allows Mixue Group to diversify its product range from beverages to include fresh beer [7] Group 3: Financial Performance - For the first half of 2025, Mixue Group reported a revenue of 14.87 billion yuan, a year-on-year increase of 39.3% [7] - Gross profit reached 4.71 billion yuan, reflecting a growth of 38.3% compared to the previous year [7] - Net profit for the same period was 2.72 billion yuan, with a remarkable year-on-year growth of 44.1% [7] Group 4: Store Expansion - As of June 30, 2025, Mixue Group's global store count reached 53,014, an increase of 9,796 stores from the previous year [8] - The company's store network now covers all provincial-level administrative regions in China and extends to 12 overseas countries and regions [8]