必胜客、九毛九加码烧烤赛道 继海底捞之后，最近又有两个餐饮巨头盯上了烧烤赛道。 九毛九：用潮汕牛肉火锅的方式来做烧烤 九毛九切入了一个非常细分的赛道——潮汕牛肉烧烤，试水新品牌"潮那边·潮汕烧烤牛肉"，客单价在126元左右。内参君特地到广州番禺天河城探店了品 牌首店。 店门前的明厨档口，挂着一排排新鲜牛肉，两位师傅手起刀落刀功娴熟，旁边的牌子上写着牛肉到店时间。这个设置非常熟悉，借鉴了潮发、八合里等潮 汕牛肉店的明档现切模式，让新鲜、现切展示在最鲜明的位置。 店员告诉内参君，店内的牛肉供应链是与潮发合作，每日新鲜现到。门口的"透明菜单"中显示，32道菜都是新鲜食材，占比约76%。 ◎摄图：内参君 乍一看，给人一种"用潮汕牛肉火锅的方式来做烧烤"的体感。 门店的菜单中，除了潮汕牛肉，还出现了不少潮汕特色美食，如潮式古早冬瓜冰茶、潮汕卤水灼鲜西兰苔、潮汕手作卤肉饭等。 ◎摄图：内参君 该店采用"自助点单+店员代烤"的复合型服务模式，人力成本并不低。自助点餐引入了pad设备，内置智能机器人"笨蛋椰比Yebit"，可以传统点菜，也可以 对话互动，还有教授烤肉技巧的教程等。 此外，门店同步布局周边产品零售业务，店中使用 ...

Core Insights - The article discusses the strategic entry of Mixue Ice City into the breakfast market, targeting China's 1.35 trillion yuan breakfast sector with a new product line priced at 5 yuan [1][15][16] Group 1: Market Entry Strategy - Mixue Ice City has launched a breakfast series in several cities, including Hangzhou, Dalian, Xi'an, and Nanning, featuring four milk products priced uniformly at 5 yuan [1][14][15] - The company conducted a comprehensive breakfast survey through WeChat to gauge consumer preferences and price sensitivity before launching the breakfast products, indicating a cautious approach to market entry [2][16] - The breakfast initiative is currently in a testing phase, with no plans for large-scale promotion yet, reflecting a careful rollout strategy [2][16] Group 2: Operational Efficiency and Profitability - The introduction of breakfast items aims to optimize existing business models by utilizing idle morning hours in stores, thereby reducing fixed costs and enhancing overall profitability [3][18] - With over 53,000 stores, even a small increase in revenue from breakfast sales can lead to significant aggregated gains for the company [3][18] - The choice to offer dairy products for breakfast leverages existing supply chain capabilities, allowing for cost-effective product development and market testing [3][19] Group 3: Industry Trends and Competition - Mixue Ice City is part of a broader trend in the beverage industry, where brands like Gu Ming, Kudi, and Nayuki are also entering the breakfast market, indicating a shift towards all-day, multi-category operations [5][20][21] - The competitive landscape is characterized by increasing homogenization among tea brands, making it challenging to attract customers during limited afternoon tea hours [6][21] Group 4: Challenges in Localization and Standardization - The company faces significant challenges in catering to diverse regional breakfast preferences across China, which complicates the standardization of breakfast offerings [8][22][23] - Breakfast consumption behavior differs from tea consumption, emphasizing the need for quick service and efficient operations, which may require adjustments in store processes [9][24] - Balancing resource allocation between breakfast and core tea products poses an operational challenge for Mixue Ice City [9][24] Group 5: Supply Chain Considerations - Mixue Ice City's established supply chain, with five production bases and 29 warehouses, supports its distribution capabilities across over 300 cities [10][25][26] - The breakfast business will test the supply chain's adaptability, especially as many breakfast items require higher freshness and quicker turnaround than tea products [10][26] - The company's recent acquisition of a stake in a fresh beer brand indicates a strategy to diversify and create a full-day consumption experience [10][26]

Core Insights - JD Pinpin has quietly opened several stores in Beijing's Fangshan district, indicating a strategic expansion into community group buying, which remains a low-margin business [1][3] - The company aims to optimize supply chain costs by integrating resources from discount supermarkets and community group buying, with a target gross margin of around 20% [1][7] Group 1: Market Expansion - JD Pinpin has established multiple storefronts in Fangshan, with a shared space model alongside logistics partners like Zhongtong [3] - The stores offer a variety of essential goods, including fresh produce and daily necessities, and have begun operations since April 2023 [4][5] - Future expansion plans include targeting areas outside Beijing's Fifth Ring Road, such as Daxing and Miyun [4] Group 2: Supply Chain Integration - The integration of supply chain resources between JD Pinpin and JD's discount supermarket business is a key strategy to reduce costs and enhance product offerings [6][8] - The company has introduced its private labels, such as JD Seven Fresh and JD Fresh Workshop, to compete on price with rivals like Duoduo Maicai [4][8] Group 3: Business Model Challenges - Community group buying is characterized by low profitability, with logistics costs averaging around 10%, necessitating a careful balance of margins and operational costs [9][10] - The competitive landscape has shifted, with major players like Meituan scaling back, leaving Duoduo Maicai as a primary competitor [9] - JD Pinpin's strategy includes recruiting capable group leaders and providing them with training to enhance user engagement and retention [10]

Core Viewpoint - The current fresh coffee market in China is experiencing rapid growth, with a significant increase in consumer demand for fresh and professional coffee beverages. Companies like Guming are leveraging their strengths in the tea beverage sector to expand into the fresh coffee market, focusing on fresh ingredients and affordability as key competitive advantages [1][9]. Market Dynamics - The fresh coffee market is witnessing explosive growth in third and fourth-tier cities, with order volumes increasing by over 250%. This has led to intense price competition among brands, including international giants like Starbucks and local brands like Luckin and Kudi, all vying for the attention of young consumers in these areas [2][4]. - Guming has successfully differentiated itself by balancing quality and price, capturing the interest of young consumers in county towns. As of June 2025, Guming's fresh coffee products are available in over 7,600 stores nationwide, ranking among the top five in the country [2][4]. Product Strategy - Guming's coffee products are priced between 8.9 to 18 yuan, significantly lower than similar offerings from Starbucks, which can be three times more expensive. The company emphasizes high-quality ingredients, such as fresh milk and award-winning coffee beans, to ensure a superior taste experience [8][10]. - The company has achieved a high repurchase rate of 53% in lower-tier markets, well above the industry average of 30%, indicating strong consumer loyalty [8][9]. Supply Chain Efficiency - Guming has established a robust supply chain that allows for fresh ingredients to be delivered quickly, with a focus on maintaining the freshness of coffee beans within 30 days from roasting to store use. This is a significant improvement over the industry standard [9][11]. - The company operates 22 warehouses, including a large cold storage facility, and has a logistics network that enables efficient distribution, reducing delivery costs to 50% of the industry average [11][13]. Competitive Positioning - Guming's strategy includes targeting the "mid-price range" of 10 to 17 yuan, avoiding direct competition with lower-priced brands and high-end offerings. This positioning allows Guming to appeal to consumers seeking quality at a reasonable price [15][16]. - The company has also focused on product innovation, launching new coffee products frequently and adapting to regional preferences based on consumer data, which has helped convert tea drinkers into coffee customers [18][19]. Future Outlook - Guming aims to increase its coffee product sales to 10% of total sales by 2025, with expectations of significant revenue growth from its presence in lower-tier markets [14][15].