Core Viewpoint - The article emphasizes the success of Mixue Ice City, highlighting its ability to maintain stable pricing and operational efficiency amidst rising costs in the food and beverage industry. The brand's focus on simplicity and reliability resonates with consumers, making it a preferred choice for many. Group 1: Consumer Behavior and Market Trends - During the National Day holiday, Mixue Ice City's flagship store in Chongqing generated over 2 million yuan in sales, with a peak daily revenue exceeding 600,000 yuan, showcasing its popularity and consistent demand [5][8]. - The article notes that consumers are increasingly discerning, preferring straightforward pricing and quick service over elaborate marketing and emotional branding [16][21]. Group 2: Business Model and Operational Strategy - Mixue Ice City operates with a simplified menu and transparent pricing, allowing customers to quickly make decisions without feeling pressured, which reduces hesitation and error costs [9][21]. - The brand focuses on controlling costs across the supply chain, from raw materials to logistics, ensuring stable pricing and operational efficiency [12][17]. - Unlike competitors that invest heavily in advertising and celebrity endorsements, Mixue prioritizes warehouse investments and supplier relationships to maintain low prices [12][19]. Group 3: Competitive Advantage - The brand's success is attributed to its ability to combine essential needs with reliability, appealing to a broad demographic, including students, workers, and families [17][19]. - Mixue Ice City is positioned as a "common people's milk tea," catering to a diverse customer base without the need for extravagant marketing or premium pricing [17][21]. - The article concludes that as long as there is a demand for affordable and reliable beverage options, Mixue's business model will continue to thrive despite market fluctuations [21].