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].

近日，有网友在社交平台发帖称，"蜜雪竟然也开始写小说了！"其在购买蜜雪冰城时发现小票上印有连 载小说，篇名为《雪王在古代卖咖啡》，讲述了"雪王"与伙伴小柠檬穿越至古代经营咖啡店的故事。 网友发布的信息显示，小说第一章名为《陷入时空漩涡》，篇幅不长，大约三四百字。有网友称"想看 接下来的章节"，帖子一经发出迅速引发关注，评论区成了"章节交换站"，不少网友晒出自己拍到的其 他章节。 10月9日，据大皖新闻，记者从蜜雪冰城工作人员方面了解到，此次《雪王在古代卖咖啡》小票小说连 载，是结合品牌特性与消费者趣味性打造的品牌互动活动。该小说目前共设置20个章节，采用每天更新 一章的节奏进行，首个更新周期为9月17日——10月6日，为顾客持续讲述一个雪王穿越古今卖咖啡的趣 味故事。首个连载周期完成后会进入循环更新阶段，以保证顾客可以看到完整的故事内容。 智通财经查阅蜜雪冰城官方微博发现，其在官方账号也贴了该小说全20章。 8月27日，蜜雪集团（02097.HK）公布了2025年中期业绩。得益于供应链能力、品牌IP建设和门店运营 不断强化，上半年蜜雪集团实现收入148.7亿元，同比增长39.3%；毛利47.1亿元，同比增长3 ...

Group 1: Honey Snow Ice City - Honey Snow Ice City has launched a serialized novel titled "The Snow King Sells Coffee in Ancient Times," which is printed on purchase receipts, creating an interactive experience for consumers [1][4] - The novel consists of 20 chapters and was released in a daily update format from September 17 to October 6, with plans for a cyclical update to ensure all customers can read the complete story [4] - A short drama based on the novel has been produced and is available on platforms like Douyin and Bilibili, with future content updates planned based on consumer feedback [5] Group 2: Bawang Tea Princess - Tennis player Zheng Qinwen has been appointed as the first global brand ambassador for Bawang Tea Princess, previously serving as the global health ambassador [6] - The brand aims to strengthen its connection with the health and sports sector, having previously partnered with major tennis events [6] Group 3: Nayuki Tea - Nayuki Tea has opened its first store in the U.S. in Flushing, New York, generating nearly $87,000 (approximately 620,000 RMB) in sales within the first three days, setting a record for the brand [7] - The company plans to open a second store in Long Island and is expanding its presence in Southeast Asia while maintaining growth in the domestic market [7] Group 4: Tianrun Dairy - Tianrun Dairy is set to complete a new 200,000-ton factory by the end of 2025, focusing on long-term dairy products for markets outside Xinjiang [8] - The company is enhancing its e-commerce strategy, including partnerships with major platforms and leveraging social media for brand exposure [8] Group 5: Bawang Tea Princess - Golden Week Performance - During the recent Golden Week, Bawang Tea Princess experienced a surge in customer traffic, particularly in transportation hubs and popular tourist areas [9] - The product "Light Cause: Bo Ya Absolute String," which features reduced caffeine, saw a significant increase in sales, highlighting consumer preferences for lower caffeine options [9] Group 6: Cha Baidao - Cha Baidao opened its first store in France in late September, achieving over 1 million RMB in sales by the National Day holiday [10] - The brand is benefiting from increased foreign tourist interest in Chinese tea drinks, with significant sales growth reported during the holiday period [10]