Core Viewpoint - The article discusses the trend of food and beverage brands diversifying their product offerings by entering new categories, such as breakfast and coffee, to enhance customer engagement and drive sales growth in a competitive market [1][5][9]. Group 1: New Product Launches - Recently, many consumers reported receiving a breakfast survey from Mixue Ice City, indicating a potential launch of breakfast products, including various milk options priced at 5 yuan each [1][3]. - Other brands, such as Xueji Fried Goods, have also begun to expand their product lines by introducing fried snacks, with items like fried chicken legs priced at 10 yuan each [3][5]. - Currently, Mixue Ice City's breakfast offerings are only being tested in select cities like Dalian and Xi'an, with no plans for widespread rollout yet [3][5]. Group 2: Industry Trends - The food and beverage industry is shifting from expansion to deepening existing market share, leading brands to explore new consumption scenarios to differentiate themselves and increase customer frequency [5][9]. - The "fast food economy" has become a key focus, with brands like M Stand and Tims introducing breakfast and lunch options that combine traditional items with coffee [5][7]. - The introduction of coffee into various food brands has become a common strategy, with many brands reporting significant sales growth from breakfast offerings [7][9]. Group 3: Consumer Insights - Consumer feedback on cross-category innovations has been generally positive, with many expressing excitement about the new offerings, although some caution against prioritizing novelty over quality [7][9]. - The cross-category attempts have helped brands attract younger consumers, expanding their customer base beyond traditional demographics [9][10]. Group 4: Operational Challenges - Despite the potential benefits, brands face challenges in maintaining product quality and operational efficiency when entering new markets, such as breakfast and coffee [9][10]. - Effective cross-category strategies require brands to optimize their operations, control costs, and ensure product quality to sustain competitive advantages [10].