Core Viewpoint - Mixue Ice City is venturing into the breakfast market, starting trials in select cities with a focus on affordable dairy products priced at 5 yuan, reflecting a strategic shift in the beverage industry towards all-day, multi-category operations [2][3][7]. Group 1: Breakfast Initiative - Mixue Ice City has initiated a breakfast program, currently testing in cities like Dalian, Xi'an, Nanning, and Hangzhou, offering products such as breakfast coconut milk [2][5][7]. - The breakfast menu includes a variety of options, from traditional Chinese breakfast items to Western-style choices, indicating a comprehensive approach to consumer preferences [5][7]. - The pricing strategy aligns with Mixue's market positioning, maintaining a low price point of 5 yuan for its breakfast offerings [7][9]. Group 2: Industry Trends - Other beverage brands, such as Gu Ming and Kudi, are also entering the breakfast segment, indicating a broader trend in the industry to diversify product offerings and enhance customer engagement during breakfast hours [3][9][11]. - The shift towards breakfast products is seen as a response to increasing competition and market saturation in the beverage sector, where brands are seeking new growth avenues [11][12]. - Breakfast consumption is strategically valuable due to its high frequency and strong customer loyalty, which can help brands cultivate daily consumer habits [12]. Group 3: Supply Chain and Cost Efficiency - Mixue Ice City's choice to focus on dairy products for breakfast reflects its established supply chain capabilities, allowing for efficient market entry without starting from scratch [9][12]. - The approach of leveraging existing resources for breakfast offerings is viewed as a cost-effective strategy, minimizing initial investment and risk compared to launching dedicated breakfast outlets [12].