中经记者 索寒雪 哈尔滨报道 2026年春节期间，《中国经营报》记者来到位于黑龙江省齐齐哈尔市的扎龙丹顶鹤保护区。与一年前春 节相比，保护区新增了多项服务项目——东北热炕头、饺子，以及更多可与游客近距离互动的野生丹顶 鹤，游客体验明显提升。 黑龙江扎龙国家级自然保护区是我国以鹤类等大型水禽为主的珍稀水禽分布区，也是世界上最大的丹顶 鹤繁殖地，野生丹顶鹤种群稳定在300只左右。 鹤舞雪原 来到观鹤点，道路两侧新建了几处仿照东北传统民居建造的茅草房，外墙采用黄色黄泥材质，不少游客 正在屋内休息。与此同时，不时有身穿花袄的工作人员穿梭其间，为游客送上刚煮好的热气腾腾的饺 子，这也成为一项全新的服务体验。 美式、生椰和烤地瓜 放飞后的丹顶鹤不再像以往那样立刻返回笼舍，而是停留在户外与游客互动。它们时而展翅，时而起 舞，姿态优美，宛如仙子。丹顶鹤在古代也常被称作"仙鹤"。 工作人员告诉记者，春节前后是观赏丹顶鹤的好时节，而每年3月至5月的丹顶鹤繁殖季，同样会有大批 游客慕名前来。 观赏完放飞表演后，游客可前往旁边的休闲小屋。屋内温暖舒适，提供各类食品。与去年相比，这里新 增了拿铁、冰美式、奶茶等饮品，同时还有烤地瓜、烤 ...

Core Viewpoint - The stock price of Mixue Ice City has experienced a dramatic decline, losing HKD 500 billion in market value within three months, raising concerns about its sustainable growth and management issues [1][3][5]. Financial Performance - For the first half of 2025, Mixue Ice City reported revenue of RMB 14.87 billion, a year-on-year increase of 39.3%, with gross profit of RMB 4.71 billion, up 38.3%, and net profit of RMB 2.72 billion, reflecting a growth of 44.1% [4][5]. - The company's earnings per share increased by 38.2% to RMB 7.23 compared to the previous year [4]. Market Dynamics - The surge in sales was initially supported by high subsidies from food delivery platforms, which have since begun to taper off, leading to a slowdown in growth [5][6]. - The management acknowledged that reliance on external subsidies for growth is unsustainable, indicating a need for strategic transformation [5][11]. Management Challenges - The rapid expansion to over 53,000 stores has introduced significant management challenges, particularly concerning food safety and quality control [7][9]. - Recent food safety incidents have raised consumer complaints, highlighting the need for a robust management system to ensure compliance and quality across all franchises [9][10]. Strategic Shift - The company must transition from a focus on scale to prioritizing quality, emphasizing product innovation and supply chain efficiency to maintain competitiveness [11][13]. - Proposed strategies include enhancing supply chain capabilities, reducing costs through centralized purchasing, and implementing stricter franchise management practices to ensure food safety [14][15]. Consumer Trust - Rebuilding consumer trust is critical, necessitating a rapid response mechanism for complaints and transparent communication regarding corrective actions [15][16]. - The long-term success of Mixue Ice City will depend on its ability to address current growth anxieties and management vulnerabilities while maintaining a commitment to quality [16].