Group 1 - The core idea of the news is that Mixue Ice City has launched a creative marketing initiative by incorporating a serialized novel titled "The Snow King Sells Coffee in Ancient Times" on their purchase receipts, which has garnered significant consumer engagement on social media [2] - The novel consists of 20 chapters, with a new chapter released daily from September 17 to October 6, aimed at enhancing brand interaction and consumer interest [2] - Following the initial release period, the novel will enter a cyclical update phase to ensure customers can access the complete story [2] Group 2 - On August 27, Mixue Group reported a 39.3% year-on-year increase in revenue for the first half of 2025, reaching 14.87 billion yuan, driven by strengthened supply chain capabilities, brand IP development, and improved store operations [5] - The company's gross profit for the same period was 4.71 billion yuan, reflecting a 38.3% increase, while net profit rose by 44.1% to 2.72 billion yuan [5]

Core Viewpoint - The article discusses a unique marketing strategy employed by Mixue Ice City, where the company has integrated a serialized novel into its receipts, engaging customers in a creative way while promoting its brand [3][8]. Group 1: Marketing Strategy - The novel featured on the receipts is titled "The Snow King Sells Coffee in Ancient Times," specifically the final chapter, which invites readers to decide the story's conclusion [8]. - This initiative is designed to combine the brand's characteristics with consumer interests, creating an interactive experience for customers [8]. - The novel consists of 20 chapters, with a daily update schedule from September 17 to October 6, ensuring continuous engagement with the audience [9]. Group 2: Multimedia Expansion - In addition to the novel, Mixue Ice City has produced a short drama based on the same story, which is available on platforms like Douyin, Bilibili, and WeChat Video [9]. - The short drama has released six episodes on Douyin, further enhancing the brand's visibility and engagement with its audience [9]. Group 3: Trademark Applications - Mixue Ice City has applied for several trademarks related to the "Snow King" theme, including "Snow King Film," "Snow King Animation," and "Snow King Loves Animation," indicating a strategic move to expand its brand into various media [12].

Core Points - The article discusses a new marketing initiative by the company Mixue Ice City, which involves printing a serialized novel titled "The Snow King Sells Coffee in Ancient Times" on customer receipts, starting from September [2][28] - The initiative aims to enhance brand interaction and maintain customer engagement through storytelling, aligning with the brand's characteristics and consumer interests [2][28] - The novel consists of 20 chapters, with one chapter released daily from September 17 to October 6, and will enter a cyclical update phase to ensure customers can access the complete story [2][28] Group 1 - The initiative of printing novels on receipts began in September and is a company-wide effort [2] - Staff indicated that the inclusion of novel content on receipts may vary by store, depending on receipt paper availability [2] - The serialized novel is designed to create a fresh and engaging experience for customers, promoting the brand's narrative [2][28] Group 2 - The first update cycle of the novel ran from September 17 to October 6, with plans for continuous updates thereafter [2] - The company has also produced a short drama based on the novel, which was released on various video platforms [28] - The short drama consists of six episodes, each under six minutes, and was completed by July 10 [28]