Investment Rating - The report maintains a "Recommend" rating for the consumer services industry, highlighting optimism about service consumption potential [1]. Core Viewpoints - The Central Economic Work Conference emphasized the importance of domestic demand and plans to implement measures to boost consumption, including a focus on enhancing the supply of quality goods and services [4]. - The report suggests that service consumption is expected to be a key driver for domestic demand in 2026, with potential growth in holiday policy optimization and consumption voucher issuance [4]. - Key investment targets include hotels, human resources services, duty-free sectors, gaming companies, internet platforms, integrated tea dining, innovative tourism sites, and the sports sector [4]. Industry Basic Data - The consumer services industry comprises 55 listed companies with a total market capitalization of 498.804 billion yuan and a circulating market capitalization of 457.081 billion yuan [1]. Relative Index Performance - The consumer services sector experienced a decline of 0.76% this week, while the overall A-share market rose by 0.27% and the CSI 300 index fell by 0.08% [7]. - The sector's performance over the past month shows a relative underperformance compared to the CSI 300 index [2][7]. Weekly Industry Insights - The report notes that the social services sector's stock performance was mixed, with notable gains in companies like China High-Tech and China Oriental Education, while others like Haidilao and Wanda Hotel Development faced declines [4][19]. - The report also highlights significant announcements from various companies, including share buybacks and management changes [34]. Upcoming Shareholder Meetings - Several companies in the consumer services sector have scheduled shareholder meetings in the coming month, including Long White Mountain and Chongqing Department Store [35].

Core Viewpoint - The breakfast scene has become a new battleground for tea drinks, chain coffee, and light meal brands, with companies like Mixue Ice City exploring various breakfast options to leverage their extensive store network and supply chain advantages [1][4]. Group 1: Market Dynamics - The competition for "breakfast scene definition" has begun, revealing strategic blind spots in the baking industry [1][3]. - Cross-industry players are entering the breakfast market with different business logic, creating innovative scenarios [3]. - The breakfast market is characterized by high frequency, necessity, and low customer spending, with consumers typically willing to spend under 10 yuan for breakfast [16][19]. Group 2: Company Strategies - Mixue Ice City's breakfast strategy focuses on utilizing its large store scale and supply chain to create low marginal cost incremental business, offering pre-packaged breakfasts delivered from a central factory [4][19]. - Starbucks and M Stand are pursuing an "experience upgrade" strategy, extending their coffee offerings to include breakfast, thus increasing customer spending [6][8]. - M Stand's combination of beef pancakes and salty coffee demonstrates that breakfast can be a high-margin market rather than a low-margin one [8]. Group 3: Challenges for Bakeries - Many bakeries do not primarily focus on breakfast as a consumption scene, which is contrary to the perception that they are naturally suited for it [10][18]. - There is a clear mental separation among consumers between breakfast and bakery scenes, with breakfast associated with quick, cheap options and bakeries linked to leisurely consumption [12][13]. - The cost and pricing challenges in the breakfast market create a "trilemma" for bakeries, making it difficult to cover operational costs while maintaining brand integrity [15][16]. Group 4: Recommendations for Bakeries - Bakeries need to reconstruct their business logic to compete in the breakfast market, focusing on local, quick-to-prepare options that can be served efficiently during peak hours [20][22]. - Regional chains should develop a standardized breakfast matrix that combines universal items with local specialties to appeal to consumers [23][24]. - Boutique bakeries should create signature breakfast items that enhance brand recognition and customer loyalty, transforming breakfast into a brand entry point [28][30]. Group 5: Operational Insights - The success of breakfast offerings relies more on operational rhythm than on new product development, with precise timing and efficiency being crucial [30][31]. - Implementing a structured approach to breakfast service can help bakeries manage peak demand and reduce waste, while a dual pricing strategy can attract a broader customer base [31][34].

头部品牌已完成了跑马圈地的市场收割，中小品牌也失去了与头部品牌进行效率竞争的资格。 过去几年间，茶饮咖啡赛道发展迅猛，目前已有六家品牌登陆资本市场，未上市的多个品牌也坐拥数千 家门店，展开了激烈竞逐。 下半场竞争中，行业在经历市场红利减缓与竞争压力升级的双重考验下，正迎来消费需求提升与产品业 态创新的双重机遇。 新玩法 2025年对茶饮咖啡赛道来说，是特别的一年，在龙头企业初步完成市场下沉、出海后，行业里已涌现出 6家上市公司。头部品牌已完成了跑马圈地的市场收割，中小品牌也失去了与头部品牌进行效率竞争的 资格。 近日，在上海举办的咖门2026万有饮力大会上，创始人路文兵谈了谈自己对茶饮、咖啡行业的观 点："接下来茶饮将进入价值竞争，而咖啡将进入规模竞争。对茶饮而言，行业必须要从同质化竞争的 扩张中走出来，转向以差异化定位、品牌溢价能力和单店运营效率为核心竞争力的深耕阶段；中国咖啡 机会很大，但行业机会更倾向有限的头部玩家。" 那么，具体何为"价值竞争"？品牌又将如何深耕？ 第一财经记者注意到，当下，不少茶饮咖啡品牌已经摒弃了过去"硬卷"的玩法——快速跑马圈地扩张门 店、打价格战、频繁上新跟热点，而是在有限的时 ...

Group 1 - The market experienced fluctuations on December 2, with all three major indices closing lower. The Tianhong Food and Beverage ETF (159736) saw a trading volume exceeding 150 million yuan, with several constituent stocks such as Xiwang Food, Babi Food, and Yanjing Beer rising [1] - The Tianhong Food and Beverage ETF tracks the CSI Food and Beverage Index, focusing on leading stocks in the high-end and sub-high-end liquor sectors, while also covering leading stocks in beverages, dairy, condiments, and beer. The top ten weighted stocks include Moutai, Wuliangye, and Yili [1] - Fujian Province has recently formulated policies to support cross-strait integration development, including measures to assist Taiwanese residents in opening Shaxian snack stores [1] Group 2 - In November, the food and beverage index continued to recover, achieving excess returns compared to the broader market, driven by a shift in market style and a positive CPI growth rate. Within the sector, pre-processed foods, baked goods, and dairy products saw the highest increases [2] - Looking ahead to 2026, the core view is that new consumption will remain sustainable but will experience internal rotation, while traditional consumption is expected to see bottom improvement [2] - Since early 2025, the food and beverage sector has significantly underperformed the broader market due to changes in the consumption environment and market style. However, the sector's fundamentals are at a low point, and the valuation has declined, indicating no need for pessimism. The expectation for 2026 is a recovery in the food and beverage industry, with hopes for resilient consumer spending and increased business activity [2]

Core Insights - The entry of the chain restaurant brand into the breakfast market indicates that it is not yet saturated, as evidenced by the recent testing of breakfast items in various cities [1][10] - The breakfast offerings include a combination of drinks and staple foods, with prices set at competitive levels compared to other market players [5][8] Company Strategy - The company is conducting a broad survey and small-scale trials to assess consumer interest in breakfast items, indicating a formal launch of its breakfast plan [1][10] - The breakfast menu features a mix of familiar items, such as drinks priced at 5 yuan and staple foods at 2.9 yuan each, aiming to attract a wide customer base [5][6] Market Positioning - The breakfast products are designed to fill a market gap, providing a cleaner and more affordable option compared to street vendors while being cheaper than premium coffee shops [8][9] - The company aims to extend operational hours to maximize store utilization and maintain a presence in the high-frequency morning consumption period [9][10] Competitive Landscape - The breakfast segment is highly competitive, with established brands like KFC and McDonald's also expanding their breakfast offerings, highlighting the importance of this market [11] - The company’s strategy may involve testing the overall viability of breakfast sales to enhance store efficiency and stimulate sales, rather than focusing solely on specific product performance [10][12] Future Considerations - The success of the breakfast initiative will depend on the ability to provide suitable services in appropriate locations, as not all stores may be ideal for breakfast sales [11][12] - The company is exploring ways to increase sales volume and improve store efficiency, which is critical in a market where breakfast is often a low-margin business [12]

新京报记者阎侠校对赵琳 近日，有报道称，蜜雪冰城在布局早餐业务。 11月28日，新京报贝壳财经记者自一位接近蜜雪冰城的人士处获悉，目前蜜雪冰城的"早餐计划"仅在大 连、西安、南宁、杭州等城市进行部分试新，上线产品包括早餐椰椰奶等四款乳品，售价均为5元。 同时，蜜雪冰城暂时没有大面积推广计划。 ...

Group 1 - The core point of the article highlights the significant growth of the company, with its global store count reaching 53,014 by June 30, 2025, and its coffee brand, Luckin Coffee, surpassing 10,000 stores globally [1] - The beverage industry, particularly coffee and tea companies, is showing a strong interest in "all-day consumption," with many brands exploring breakfast offerings [1] - Notable brands such as Heytea, Nayuki, and Gu Ming have launched breakfast products, while Starbucks and Luckin Coffee have introduced breakfast combo meals [1] Group 2 - Recently, the company launched breakfast products, including four dairy items like coconut milk, priced at 5 yuan each [3] - The breakfast initiative is currently being tested in select cities such as Dalian, Xi'an, Nanning, and Hangzhou, with no plans for widespread rollout at this time [3] - The company previously sought to hire for breakfast-related procurement roles, indicating a strategic focus on expanding its breakfast offerings [3]

Core Viewpoint - The secondary market is closely monitoring the movements of new tea beverage giants, with Mixue Group's stock closing at HKD 413 per share on November 27, resulting in a market capitalization of HKD 156.8 billion. This performance is attributed to the company's low-key testing of new business growth points, including a "breakfast plan" currently trialed in select cities [1][3]. Group 1: Breakfast Strategy - The company has initiated a low-price strategy targeting the breakfast consumption scene, with a recent survey on consumer preferences for breakfast items like soy milk and coffee. A "breakfast series" has been launched in certain areas, featuring products priced at RMB 5 [3]. - The breakfast product lineup includes four types of milk, such as "breakfast coconut milk," with no large-scale promotional plans currently in place. This is not the first attempt by the brand to expand into the morning consumption period, as previous tests included a "coffee + baking" combo sold at RMB 10 [3]. Group 2: Store Network and Financial Performance - The new business trials are supported by the company's extensive offline network and solid financial data, with a reported revenue of RMB 14.87 billion for the first half of 2025, a year-on-year increase of 39.3%, and a net profit of RMB 2.72 billion, up 44.1% [4]. - As of June 30, 2025, Mixue Group has expanded its global store count to 53,014, while its coffee business, Luckin Coffee, has surpassed 10,000 stores, positioning itself as a significant player in the domestic coffee chain market [4]. Group 3: Multi-Category Expansion and Operational Efficiency - In addition to breakfast and coffee, the company is extending its product range through acquisitions, having invested approximately RMB 297 million to acquire a 53% stake in Fresh Beer Fulu, thereby entering the fresh beer market [5]. - The company's profitability remains relatively strong within the industry, with a net profit margin of 18.27% for the first half of 2025, outperforming competitors like Tea Baidao and Bawang Tea Ji. The low-price breakfast initiative is seen as a strategy to leverage existing supply chain advantages and enhance single-store value [5].

据极目新闻报道，近日，蜜雪冰城发布了关于早餐的调查问卷，有相关人士对此表示，目前蜜雪冰城 的"早餐计划"仅在大连、西安、南宁、杭州等城市进行部分试新，上线产品包括早餐椰椰奶等四款乳 品，售价均为5元。同时，目前暂时没有大面积推广计划。不少网友纷纷表示支持蜜雪进军早餐行业， 将5元标准化低价早餐普及到日常生活中。 2.华东地区的早餐相关企业最多 企查查数据显示，截至11月28日，国内现存早餐相关企业28.48万家。存量方面，从经营时间来看，成 立年限在5-10年的早餐相关企业最多，占比42.83%。从地区分布来看，早餐相关企业主要分布在华东地 区、华中地区，分别占比29.90%、25.38%。从城市能级分布来看，早餐相关企业主要分布在三、四线 城市，分别占比29.01%、28.15%。注册量方面，2024年全年注册3.58万家早餐相关企业，截至目前，今 年已注册2.81万家。 1.现存早餐相关企业28.48万家 企查查数据显示，截至11月28日，国内现存早餐相关企业28.48万家。从经营时间来看，成立年限在5- 10年的早餐相关企业最多，占比42.83%。其次，成立年限在3-5年、1-3年的相关企业分别占比18 ...

Core Viewpoint - Mixue Ice City is venturing into the breakfast market, starting trials in select cities with a focus on affordable dairy products priced at 5 yuan, reflecting a strategic shift in the beverage industry towards all-day, multi-category operations [2][3][7]. Group 1: Breakfast Initiative - Mixue Ice City has initiated a breakfast program, currently testing in cities like Dalian, Xi'an, Nanning, and Hangzhou, offering products such as breakfast coconut milk [2][5][7]. - The breakfast menu includes a variety of options, from traditional Chinese breakfast items to Western-style choices, indicating a comprehensive approach to consumer preferences [5][7]. - The pricing strategy aligns with Mixue's market positioning, maintaining a low price point of 5 yuan for its breakfast offerings [7][9]. Group 2: Industry Trends - Other beverage brands, such as Gu Ming and Kudi, are also entering the breakfast segment, indicating a broader trend in the industry to diversify product offerings and enhance customer engagement during breakfast hours [3][9][11]. - The shift towards breakfast products is seen as a response to increasing competition and market saturation in the beverage sector, where brands are seeking new growth avenues [11][12]. - Breakfast consumption is strategically valuable due to its high frequency and strong customer loyalty, which can help brands cultivate daily consumer habits [12]. Group 3: Supply Chain and Cost Efficiency - Mixue Ice City's choice to focus on dairy products for breakfast reflects its established supply chain capabilities, allowing for efficient market entry without starting from scratch [9][12]. - The approach of leveraging existing resources for breakfast offerings is viewed as a cost-effective strategy, minimizing initial investment and risk compared to launching dedicated breakfast outlets [12].