Core Viewpoint - A peculiar food delivery order has gone viral on social media, raising questions about its authenticity and pricing structure in the food delivery industry [1] Group 1: Order Details - A screenshot allegedly shows an order placed through JD's delivery platform for 1,750 drinks, weighing a total of 875 kilograms, with a delivery fee of only 76.13 yuan, and a delivery time of 1 hour and 10 minutes [2] - The order includes various drink types, such as "Berry Trio" and "Cheese Milk Cap," with quantities listed for each type [4] Group 2: Verification Issues - The store listed for the order, "Mixue Ice City (Xiang'an Store)," could not be found on major delivery platforms like Meituan and Ele.me, raising doubts about the order's legitimacy [5] - Staff from nearby Mixue Ice City locations expressed skepticism about the feasibility of selling 1,750 drinks for just 76 yuan, noting that the cheapest drink is priced at 4 yuan, making such a low total implausible [6] Group 3: Industry Context - The recent competitive landscape in the food delivery industry has seen platforms offering significant discounts, such as 0 yuan milk tea promotions, which may have led to the creation of this viral order as a rumor [6]

Core Point - A viral image of a food delivery order showing 1750 drinks from a "Mixue Ice City" store for only 76.13 yuan has raised suspicions, as the store does not appear on major delivery platforms [1][7]. Group 1: Order Details - The order reportedly includes 1750 drinks weighing a total of 875 kilograms [4][7]. - The drinks listed in the order include various flavors such as "Berry Trio," "Pineapple Passionfruit," and "Cheese Milk Cap" among others, with quantities for each type [4]. Group 2: Store Verification - The "Mixue Ice City (Xiang'an Store)" mentioned in the order does not exist on platforms like Meituan, Ele.me, or JD, and the address provided could not be found on mapping services [1][7]. - Staff from nearby Mixue stores expressed skepticism about the order's pricing, noting that the cheapest drink is 4 yuan, making the total price of 76.13 yuan for 1750 drinks implausible [7][8]. Group 3: Platform Responses - Meituan confirmed that the order did not originate from their platform, while JD has not yet responded to inquiries regarding the order [8].

Core Insights - The new tea beverage industry is experiencing a recovery in store openings as summer approaches, with a total of 1,857 new stores opened in April, representing a 25.05% increase from March, but a 34.22% decrease year-on-year [2][5] - The total number of existing stores reached 112,252, an increase of 1,569 from the previous month [2] Store Opening Trends - Among 26 tracked brands, 17 opened more stores in April compared to March, with Mixue Ice City leading with 784 new openings, followed by Hu Shang A Yi with 190, and Ye Ye Bu Pao Cha with 122 [5][6] - Despite the increase in openings compared to March, the year-on-year performance remains weak, with only three brands showing significant growth: Ye Ye Bu Pao Cha (+197.56%), Happy Sweet Potato (+94.12%), and Jasmine Milk White (+49.15%) [5][6] - Several brands, including Heytea and Nayuki, exhibited a cautious approach to store openings, with a reduction of approximately 90% year-on-year [5][6] Competitive Landscape - The competitive dynamics among the top five new tea beverage groups have shifted, with brands like Gu Ming, Cha Bai Dao, Hu Shang A Yi, Ba Wang Cha Ji, and Yi He Tang experiencing fluctuations in store numbers [5][6] - As of March 2025, Gu Ming has 9,702 stores, maintaining its second position, while Cha Bai Dao has 8,049 stores, showing a notable decline in store count [6] Product Development and Marketing Strategies - In April, the frequency of new product launches increased, with nearly 90 new SKUs introduced, a 45% rise from March [13] - Seasonal fruits, particularly Yangmei and lemon, dominated the new product offerings, with nine brands launching products featuring Yangmei [13][14] - The trend of co-branding has decreased, with only nine brands engaging in ten co-branding activities in April, focusing primarily on secondary IP collaborations [13][14] Industry Outlook - The new tea beverage market is entering a phase of internal competition, with brands adopting a more restrained approach to product launches and marketing strategies, focusing on quality and stability rather than rapid expansion [14]

Core Viewpoint - The article discusses the innovative transformation of the brand Mixue Ice City from a beverage company to a player in the culinary seasoning market, highlighting its unconventional use of tea and dessert ingredients in cooking [1][3][20]. Group 1: Brand Transformation - Mixue Ice City has ventured into the culinary seasoning sector, utilizing its products like fruit teas and ice cream in various recipes [5][7]. - The brand's ingredients are being creatively repurposed in cooking, such as using fruit tea as a flavor enhancer and ice cream as a substitute for cream in dishes [13][18]. - This shift reflects a broader trend of consumers seeking convenience and affordability in meal preparation, especially among those who prefer quick and easy cooking methods [26][44]. Group 2: Consumer Behavior - Consumers are increasingly using Mixue's products in home cooking, demonstrating a growing imagination in culinary applications [14][29]. - The rise of "hooligan cooking" (糊弄饭) emphasizes speed, simplicity, and low cost, aligning with Mixue's affordable offerings [22][23]. - The brand's entry into the culinary space has elevated the standards of quick cooking, making it more accessible and appealing to a wider audience [26][29]. Group 3: Market Implications - The integration of Mixue's products into everyday cooking reflects a shift in consumer preferences towards more versatile and convenient food options [44][52]. - The article suggests that Mixue's approach could redefine traditional cooking practices, merging convenience with culinary creativity [53][54]. - This trend may influence the broader food and beverage industry, encouraging other brands to explore similar innovative applications of their products [20][29].

这是新消费智库第 2 6 1 7 期文章 1. 卫岗牛奶上新 " 赴山海 " 轻乳茶 近日，卫岗牛奶官宣推出 " 赴山海 " 轻乳茶。该系列新品 0 反式脂肪酸、 0 植脂末，选用 100% 自由牧场奶源生牛乳，搭配核心 产地好茶， 21 天低温短保，锁住自然清香。（食业头条） 2. 蜜雪冰城新品上市 近 日，蜜雪冰城官微宣布上新香柠百香果、龙井轻乳，同时上新春日周边雪王春日奇遇系列水杯。 （ 小食代 ） 3. 三得利革新推出柠檬皮酸味低度酒新品 近 日，三得利宣布推出全新即饮酒（ RTD ）新品 THE PEEL ，主打 " 果皮 100% 、果汁 0%" 的独特配方，旨在吸引平日不饮 用即饮低度酒的用户。 （ Foodai l y 每日食品） 4. 李子园上新玉米汁 新消费导读 1. 卫岗牛奶上新 " 赴山海 " 轻乳茶 2. 蜜雪冰城新品上市 3. 三得利革新推出柠檬皮酸味低度酒新品 4. 李子园上新玉米汁 5. 果子熟了联合全家推新品 6. 保尔力在全国股转系统挂牌公开转让 7. Cel s ius Holdings 完成对 Alani Nutrition 收购 8. 北京华联或将出售 SKP 商场 ...