Core Insights - New tea beverage brands are leveraging "receipt literature" as a marketing strategy to engage younger consumers, with brands like Mixue Ice City and Jasmine Milk White creating serialized stories on their receipts to enhance customer interaction and brand visibility [3][4][10] Group 1: Marketing Strategies - Mixue Ice City launched a serialized novel titled "The Snow King Sells Coffee in Ancient Times," which features a time-traveling narrative and has generated significant consumer interest and engagement on social media [4][5] - Jasmine Milk White's "White Moonlight" narrative employs a dramatic and engaging style, resonating with younger audiences and creating a strong brand identity [8][10] - Both brands incorporate interactive elements, inviting consumers to contribute to story endings, thus fostering community engagement and emotional connection with the brand [14][24] Group 2: Consumer Engagement - The trend of "receipt literature" reflects a shift in consumer preferences, with 67% of young consumers showing resistance to traditional advertising while over 80% are open to interactive and entertaining content [3] - Consumers are actively participating in the narrative by sharing and exchanging receipt stories, which enhances brand loyalty and encourages repeat purchases [4][14] - The marketing approach of using receipts as storytelling platforms allows brands to transform mundane transaction documents into engaging narratives, effectively capturing consumer attention [17][24] Group 3: Brand Positioning - Jasmine Milk White positions itself as a high-end, elegant brand, contrasting with the more playful and humorous tone of Mixue Ice City's marketing, which helps create memorable brand experiences [10][12] - The success of "receipt literature" varies among brands, with some like K22 and Tea Yan Yue Se receiving negative feedback for their less engaging narratives, highlighting the importance of aligning marketing strategies with consumer expectations [17][21] - The competitive landscape in the new tea beverage sector drives brands to innovate in their marketing tactics, with "receipt literature" serving as a novel approach to stand out in a crowded market [24]

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 Points - The article discusses a new marketing initiative by the company Mixue Ice City, which involves printing a serialized novel titled "The Snow King Sells Coffee in Ancient Times" on customer receipts, starting from September [2][28] - The initiative aims to enhance brand interaction and maintain customer engagement through storytelling, aligning with the brand's characteristics and consumer interests [2][28] - The novel consists of 20 chapters, with one chapter released daily from September 17 to October 6, and will enter a cyclical update phase to ensure customers can access the complete story [2][28] Group 1 - The initiative of printing novels on receipts began in September and is a company-wide effort [2] - Staff indicated that the inclusion of novel content on receipts may vary by store, depending on receipt paper availability [2] - The serialized novel is designed to create a fresh and engaging experience for customers, promoting the brand's narrative [2][28] Group 2 - The first update cycle of the novel ran from September 17 to October 6, with plans for continuous updates thereafter [2] - The company has also produced a short drama based on the novel, which was released on various video platforms [28] - The short drama consists of six episodes, each under six minutes, and was completed by July 10 [28]

Core Insights - The article highlights the strategic partnership between Mixue Ice City and Brazil, focusing on a procurement deal worth 4 billion RMB for coffee beans and other agricultural products over the next 3 to 5 years [1][4]. - Mixue Ice City plans to open its first store in Brazil this year and will also initiate the construction of a supply chain factory in the country [2][5]. Group 1: Strategic Developments - On May 12, Mixue Group's Vice President and CEO for the Americas, Sun Jiantao, signed a memorandum of understanding with Jorge Viana, President of ApexBrasil, marking a significant step in deepening economic cooperation between Mixue Ice City and Brazil [4]. - The memorandum aims to enhance the import share of Brazilian agricultural products in Mixue's supply chain, with ApexBrasil providing necessary support for business and retail market expansion in Brazil [4]. Group 2: Market Expansion - Mixue Ice City has established 4,895 stores outside mainland China, covering 11 countries and regions, and has become the largest fresh tea beverage brand in Southeast Asia [5]. - The company is actively seeking new growth opportunities, including the recent announcement of franchise openings in Japan [5]. Group 3: Coffee Market Strategy - Mixue Ice City has been entering the coffee market since 2017 with its brand "Lucky Coffee," which has expanded to 5,400 stores nationwide as of April this year [7]. - The company has launched new coffee products this year, including Grape Iced Americano and Longjing Latte, and is promoting its coffee offerings through various channels [8]. Group 4: Market Potential and Performance - The coffee market is experiencing faster growth compared to the tea beverage market, with projections indicating a market size of 1,177 billion RMB for coffee in 2024, growing at 15.4%, compared to 1,757 billion RMB for tea at 8.2% [10]. - Mixue Ice City is expected to leverage the coffee market's potential to diversify its product line and strengthen its position in the new tea beverage market, with projected revenue of 24.83 billion RMB and a net profit of 4.45 billion RMB in 2024, marking significant year-on-year growth [11].