Core Viewpoint - The article discusses the innovative transformation of the brand Mixue Ice City from a beverage company to a player in the culinary seasoning market, highlighting its unconventional use of tea and dessert ingredients in cooking [1][3][20]. Group 1: Brand Transformation - Mixue Ice City has ventured into the culinary seasoning sector, utilizing its products like fruit teas and ice cream in various recipes [5][7]. - The brand's ingredients are being creatively repurposed in cooking, such as using fruit tea as a flavor enhancer and ice cream as a substitute for cream in dishes [13][18]. - This shift reflects a broader trend of consumers seeking convenience and affordability in meal preparation, especially among those who prefer quick and easy cooking methods [26][44]. Group 2: Consumer Behavior - Consumers are increasingly using Mixue's products in home cooking, demonstrating a growing imagination in culinary applications [14][29]. - The rise of "hooligan cooking" (糊弄饭) emphasizes speed, simplicity, and low cost, aligning with Mixue's affordable offerings [22][23]. - The brand's entry into the culinary space has elevated the standards of quick cooking, making it more accessible and appealing to a wider audience [26][29]. Group 3: Market Implications - The integration of Mixue's products into everyday cooking reflects a shift in consumer preferences towards more versatile and convenient food options [44][52]. - The article suggests that Mixue's approach could redefine traditional cooking practices, merging convenience with culinary creativity [53][54]. - This trend may influence the broader food and beverage industry, encouraging other brands to explore similar innovative applications of their products [20][29].