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 Insights - The company has launched a novel titled "The Snow King Sells Coffee in Ancient Times" as part of a brand engagement initiative, which is serialized on purchase receipts [1][4] - The novel consists of 20 chapters, with a daily update schedule, aimed at enhancing customer interaction and brand experience [4] - The company also produced a short drama based on the novel, which was released on various platforms, further promoting its brand narrative [7] Financial Performance - For the first half of 2025, the company reported a revenue of 14.87 billion yuan, a year-on-year increase of 39.3% [7] - Gross profit reached 4.71 billion yuan, up 38.3% year-on-year, while net profit was 2.72 billion yuan, reflecting a 44.1% increase [7] - Revenue growth was primarily driven by increased sales of goods and equipment, as well as franchise and related service income [7] Operational Insights - The company has expanded its store network to 53,014 locations globally, adding 9,796 new stores compared to the previous year [8] - The summer competition among major delivery platforms has positively impacted the average revenue per store, although it has also led to some negative effects on service quality and customer experience [8] - The company anticipates that the growth rate of its delivery business will normalize following a surge in orders during the summer [8]

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]