Core Viewpoint - Xibei has denied rumors about launching a new pre-packaged food business, clarifying that the newly registered company is primarily for restaurant operations and does not indicate a shift towards pre-made dishes [1][4][5]. Group 1: Company Operations - Xibei registered a new company named Shenzhen Yuhua Meihao on September 30, with a registered capital of 1 million yuan, focusing on restaurant services and pre-packaged food sales [1]. - The founder, Jia Guolong, reported significant declines in daily sales, estimating a drop of 1 million yuan on September 10 and 11, and a potential drop of 200,000 to 300,000 yuan on September 12 [1][3]. Group 2: Recovery Efforts - In response to the operational challenges, Xibei implemented several changes starting from mid-September, including switching to non-GMO soybean oil and introducing fresh ingredients in various dishes [2]. - Promotional efforts included issuing 100 yuan vouchers and reducing prices on certain menu items, which led to increased customer traffic during the National Day holiday [2]. Group 3: Industry Context - The overall restaurant industry is facing difficulties, with many national brands experiencing declines in revenue and profit, as noted by multiple industry leaders [3].

Core Insights - The ice cup market is experiencing intense competition with numerous brands entering the space, including Yuanqi Forest, Yili, Mengniu, and others, all of which have found success in this segment [2] - The price of ice cups has increased significantly, with some products priced at nearly three times the cost of the water used to make them, indicating a shift in consumer willingness to pay for convenience and novelty [2] - Consumer habits are evolving, with ice cups becoming a popular choice for refreshing drinks during summer, leading brands to capitalize on this trend by enhancing their ice cup offerings [3] Market Dynamics - The ice cup market has seen a dramatic increase in sales, with a reported growth rate exceeding 300% over the past two years, particularly in first-tier cities where the average annual consumption is 48 cups per person [3] - The future growth of ice products in instant retail channels is projected to reach 39% over the next three years, significantly outpacing the overall channel growth of 8% [3] - Despite the current dominance of plain water ice cups, there is potential for flavor diversification, which could become a key competitive factor in the market [3] Consumer Behavior - Ice cups are increasingly viewed as a solution for consumers seeking convenience, especially in scenarios where traditional ice acquisition is difficult, thus enhancing the appeal of these products [3] - The emotional value and experiential aspect of ice cups are driving consumer interest, as they cater to modern consumers' desires for personalized and immediate consumption experiences [4] - The seasonal nature of ice cups presents challenges, with potential sales peaks followed by periods of low demand, indicating a need for brands to innovate and maintain consumer engagement year-round [3][4]