Core Insights - The recent popularity of "small ticket serialized novels" by Mixue Ice City has sparked consumer engagement, leading to a trend of "plot swapping" and continuous purchases to follow the story [1][5][6] Marketing Strategy - The initiative involves the brand's original IP story "The Snow King Selling Coffee in Ancient Times," divided into 20 chapters printed randomly on receipts, encouraging customers to collect them by purchasing drinks [3][5] - The first update cycle ran from September 17 to October 6, with plans for ongoing updates [3][6] Consumer Engagement - The appeal of wanting to know the story's direction has transformed receipts from disposable items into sought-after "story cards," prompting some consumers to visit stores for a week straight [5][6] - Social media platforms have seen users forming "chapter exchange stations" to swap duplicate or missing chapters, indicating a strong community engagement [5] Brand Interaction - Mixue Ice City has stated that the serialized novel is a fun interactive activity aligned with the brand's identity, with daily chapter updates rolled out in stores since September [6] - Other brands like Jasmine Milk White, Shanghai Auntie, and CoCo都可 have also adopted similar strategies, indicating a broader trend in the tea beverage industry [9] New Marketing Trends - The resurgence of small ticket marketing can be attributed to two main factors: the low cost of integrating creative content into existing receipts and the strong situational advantage that encourages spontaneous sharing on social media [11] - Brands are increasingly focusing on interactive storytelling, with some allowing consumers to write story endings, enhancing engagement and brand reach [11][12] Emotional Connection - Brands are using receipts to convey relatable messages and emotional support, resonating with younger consumers [16][18] - The approach of using low-cost, creative content for marketing demonstrates that effective engagement does not always require significant investment [19][21]

Core Viewpoint - Wuyishan City prioritizes ecological protection while integrating culture, technology, and industry to promote the coordinated development of the tea industry, achieving significant economic growth and rural revitalization through the tea sector [2][4][18]. Group 1: Tea Industry Development - The tea industry in Wuyishan faced significant challenges, including low standards in tea garden area, production, market share, and product quality, which limited its economic impact [2]. - By 2024, the tea garden area expanded to 148,000 acres, with the number of workers increasing over tenfold, and the total industry output value surpassing 15 billion yuan, contributing to nearly half of rural residents' income [3]. Group 2: Cultural Empowerment - Wuyishan emphasizes the "living heritage" of tea culture, integrating ecological and historical values to drive high-quality regional development, showcasing the transformation from "green mountains and clear waters" to "golden mountains and silver mountains" [6]. - The city has established a comprehensive cultural communication strategy, including digital content and brand activities, to promote the ecological and cultural values of Wuyishan tea [6]. Group 3: Technological Empowerment - Wuyishan leverages technological innovation to reconstruct the tea industry's ecological value chain, enhancing quality and value through a full-chain technological upgrade [8]. - Collaborations with research institutions have led to the establishment of a provincial tea tree germplasm resource nursery, preserving and cultivating various tea varieties to enhance competitiveness [9][12]. Group 4: Industry Strengthening - The city promotes the development of large-scale and clustered tea enterprises, with 38 regulated tea companies by 2024, including three national leading enterprises, enhancing ecological value and sustainability [14][15]. - Wuyishan is building a traceable green production quality control system and a digital twin platform for the tea industry, achieving a 99.6% compliance rate in product inspections [15]. Group 5: Institutional Innovation - Wuyishan implements various ecological tea garden technologies and promotes a unified approach to ecological protection and economic development, ensuring mutual benefits for both [17][18]. - The establishment of a leadership group for high-quality tea industry development facilitates cross-departmental collaboration, enhancing policy formulation and industry planning [17].

Group 1 - The sixth "920 I Love You" Cross-Strait E-commerce Technology and Culture Festival emphasizes the integration of technology, culture, and e-commerce, aiming to lead cross-strait e-commerce into a new direction [2][3] - Since its inception in 2019, the "920 I Love You" event has evolved from a shopping platform to a comprehensive platform that integrates scene consumption, industrial collaboration, and cultural dissemination [2][3] - The event has shown significant growth in sales, with the first event achieving over 1 billion yuan in sales, and the fifth event's live broadcast attracting over 1.33 million viewers and generating sales exceeding 23.36 million yuan [3][4] Group 2 - The current economic structure and consumer market transformation in mainland China have shifted cross-strait economic and trade development from traditional investment to market expansion [3] - New e-commerce formats such as live-streaming e-commerce are thriving, showcasing strong advantages in time efficiency, shopping experience, and content interaction [3][4] - The "920 I Love You" event aims to empower technology to create a "digital bridge" connecting high-quality Taiwanese products with the mainland consumer market [3][4] Group 3 - The event runs from August 20 to the end of December, featuring themed live broadcasts and opportunities for Taiwanese entrepreneurs to share their stories and products [4][5] - The initiative fosters bilateral cooperation and cultural exchange, allowing Taiwanese youth to find new development opportunities in mainland China [5][6] - The name "920" symbolizes cultural recognition and emotional connection between the two sides, integrating Chinese cultural elements into the e-commerce experience [5][6]