Core Insights - New tea beverage brands are leveraging "receipt literature" as a marketing strategy to engage younger consumers, with brands like Mixue Ice City and Jasmine Milk White creating serialized stories on their receipts to enhance customer interaction and brand visibility [3][4][10] Group 1: Marketing Strategies - Mixue Ice City launched a serialized novel titled "The Snow King Sells Coffee in Ancient Times," which features a time-traveling narrative and has generated significant consumer interest and engagement on social media [4][5] - Jasmine Milk White's "White Moonlight" narrative employs a dramatic and engaging style, resonating with younger audiences and creating a strong brand identity [8][10] - Both brands incorporate interactive elements, inviting consumers to contribute to story endings, thus fostering community engagement and emotional connection with the brand [14][24] Group 2: Consumer Engagement - The trend of "receipt literature" reflects a shift in consumer preferences, with 67% of young consumers showing resistance to traditional advertising while over 80% are open to interactive and entertaining content [3] - Consumers are actively participating in the narrative by sharing and exchanging receipt stories, which enhances brand loyalty and encourages repeat purchases [4][14] - The marketing approach of using receipts as storytelling platforms allows brands to transform mundane transaction documents into engaging narratives, effectively capturing consumer attention [17][24] Group 3: Brand Positioning - Jasmine Milk White positions itself as a high-end, elegant brand, contrasting with the more playful and humorous tone of Mixue Ice City's marketing, which helps create memorable brand experiences [10][12] - The success of "receipt literature" varies among brands, with some like K22 and Tea Yan Yue Se receiving negative feedback for their less engaging narratives, highlighting the importance of aligning marketing strategies with consumer expectations [17][21] - The competitive landscape in the new tea beverage sector drives brands to innovate in their marketing tactics, with "receipt literature" serving as a novel approach to stand out in a crowded market [24]

Core Viewpoint - The article discusses the innovative marketing strategy employed by tea brands, particularly focusing on the serialized novel "The Snow King Sells Coffee in Ancient Times" printed on receipts by the brand Mixue Ice City, which has sparked a trend in the beverage industry [6][12][46]. Group 1: Marketing Innovation - Mixue Ice City has creatively utilized its receipts to serialize a novel, engaging customers and generating buzz on social media [8][11]. - The serialized novel consists of 20 chapters, with daily updates from September 17 to October 6, 2023, and is a reworking of a previously released short drama [12][46]. - This approach has transformed the brand's mascot, the Snow King, into a cross-genre character, enhancing brand identity and customer engagement [11][12]. Group 2: Industry Trends - The trend of writing novels on receipts is not unique to Mixue Ice City; other brands like Jasmine Milk White have also adopted similar strategies, indicating a broader movement within the tea industry [16][18]. - The article highlights that the trend of "receipt literature" is becoming a new norm in the beverage sector, with brands using this medium for storytelling and customer interaction [20][27]. - The marketing strategy reflects a shift in consumer expectations, where customers seek surprise and resonance rather than traditional brand messaging [27][43]. Group 3: Consumer Engagement - The serialized storytelling on receipts has led to increased customer participation, with consumers actively seeking out the next chapters and sharing their experiences online [11][12]. - This phenomenon has created a community around the brands, where customers engage in discussions and share their own narratives related to the products [20][32]. - The article notes that the trend has resulted in a unique blend of consumption and entertainment, as customers enjoy their beverages while following the unfolding stories [24][45].