新一波开设的线下大店，往往还承担了打破原有零售边界拓展品牌业务范畴、引领生活方式、提升用户社区粘性的价值。 大店，越来越多了 海内外游客今年到上海，必打卡目的地除了迪士尼、东方明珠，还多了一个地点——位于南京东路的Miniso Land。 超大的门头承包整整3层楼，面积近2000㎡，装修色彩鲜艳，进入店面宛如误入"潮玩迪士尼"，简直是一个小型的城市毛绒乐园。疯狂动物城、 Chiikawa、史迪仔、草莓熊、三丽鸥等当下最火的IP产品，"柳暗花明又一村"地陈列起来，让消费者非常有探索欲和沉浸感。 这正是名创优品从海外开店经验中总结出来新模式，大店一改原本以日用品为SKU核心的模式（Miniso Land近八成销售额由IP系列产品贡献），也彻底 改变了消费目的（从实用价值到情绪价值）。 上海首店开业一周年，销售额已经突破1.5亿元。 叶国富迅速将"大店"模式，复制到了更多城市，广州、北京、重庆、武汉、西安、泰国曼谷…… 甚至宣布要将名创已有的80%门店"腾笼换鸟"改成大店，公司整体的战略也因此转移。叶国富不甘心只做性价比、低客单的生意，要做高内容附加值的品 牌生意。 名创优品的大店战略最为激进，而它并不是孤例。 " ...

Core Viewpoint - The article discusses the contrasting performance of the tea beverage brand Mixue Ice City, highlighting its strong financial results amidst challenges posed by rising lemon prices and competitive pressures in the market [3][4][11]. Financial Performance - Mixue Ice City reported a revenue of 14.87 billion yuan and a net profit of 2.72 billion yuan for the first half of 2025, outperforming competitors like Bawang Tea and Guming [3]. - Forecasts suggest that Mixue's revenue could reach 29.7 billion yuan in 2025, reflecting a steady growth of 20% year-on-year [3]. Supply Chain and Raw Material Challenges - The brand's success is attributed to its robust supply chain and competitive pricing, particularly for its lemon-based products, which account for 15%-20% of its revenue [4][7]. - Extreme weather conditions have severely impacted lemon production, with some regions experiencing a yield reduction of 30%-60%, leading to a surge in wholesale lemon prices to 15 yuan per kilogram, nearly doubling year-on-year [7][9]. Competitive Landscape - Mixue Ice City faces significant pressure from competitors who primarily use a different variety of lemon (fragrant lemon), which has not seen the same price increases as the yellow lemon used by Mixue [9][10]. - The ongoing "takeout war" has eroded Mixue's price advantage, as competitors offer substantial discounts, making it challenging for Mixue to maintain its market position [12]. Strategic Responses - In response to the lemon crisis, Mixue has diversified its product offerings by incorporating fragrant lemons into new products, thereby alleviating some supply chain pressures [10][11]. - The brand is leveraging its IP, "Snow King," to enhance customer engagement and loyalty through innovative marketing strategies, including blind box promotions and emotional branding [13][15]. Expansion into New Markets - Mixue is expanding into new product categories, including coffee and fresh beer, to capture a broader consumer base and diversify its revenue streams [18][21]. - The launch of its coffee brand, "Lucky Coffee," has seen rapid expansion, with over 8,200 locations globally, and aims to penetrate first-tier cities [19][21]. Conclusion - The challenges posed by rising lemon prices and competitive dynamics have prompted Mixue Ice City to adapt its strategies, focusing on emotional branding, product diversification, and market expansion to sustain its growth trajectory [21].

Core Points - Zhengzhou East Station has evolved from a busy transportation hub to a significant commercial and cultural center, attracting a large number of travelers and visitors [1][4][12] - The station's connectivity has been enhanced with the opening of the Zhengji High-Speed Railway, allowing for rapid access to various regions within hours [1][12] - The popularity of local brands, such as Mixue Ice City, has turned the station area into a vibrant shopping destination for young travelers [6][9] Group 1: Transportation and Connectivity - Zhengzhou East Station is now the most connected high-speed railway station in China, with over 800 trains operating daily and a peak passenger flow of 235,000 people [1] - The station allows for travel to various provincial capitals and major cities within a few hours, significantly improving regional accessibility [1][12] Group 2: Commercial Development - The station has seen a surge in commercial activities, with Mixue Ice City establishing its global headquarters nearby, attracting many young customers [6][9] - Other notable brands, such as Fat East and Pop Mart, are also setting up shops in the vicinity, indicating a growing trend of commercial development around the station [9][10] Group 3: Cultural and Social Impact - The transformation of Zhengzhou East Station reflects a broader trend of urban revitalization, where transportation hubs become cultural and social hotspots [12] - The station's popularity on social media has contributed to its status as a new cultural landmark, encouraging visitors to explore the city beyond just transit [4][10]