Core Insights - The article discusses the resurgence of "receipt literature" in the tea and coffee industry, highlighting how brands like Mixue Ice City have creatively engaged consumers through serialized storytelling on receipts, leading to increased customer interaction and brand loyalty [4][5][19]. Group 1: Marketing Strategies - Mixue Ice City launched a serialized novel titled "The Snow King Sells Coffee in Ancient Times," printed in 20 chapters on receipts, which has captivated consumers and sparked a trend of exchanging chapters among customers [9][11]. - Other brands such as Jasmine Milk White and CoCo都可 have also adopted similar strategies, enhancing consumer engagement through creative content on receipts [18][19]. - The trend of "receipt marketing" has gained traction again this year due to its cost-effectiveness and ability to transform a standard receipt into a marketing tool without additional material costs [21][23]. Group 2: Consumer Engagement - The interactive nature of these marketing strategies has led to consumers actively participating in the storytelling process, with some visiting stores multiple times to collect all chapters [12][24]. - Brands are encouraging user-generated content by leaving open-ended storylines on receipts, prompting consumers to contribute their own endings, which enhances brand engagement and social media sharing [25][27]. - The emotional resonance of the content, such as motivational quotes and poetry, has also struck a chord with younger consumers, making the receipts a medium for connection and reflection [32][35]. Group 3: Broader Implications - The success of "receipt literature" illustrates that effective marketing does not always require significant investment; rather, it can stem from innovative ideas that leverage everyday consumer experiences [37][42]. - Other brands are exploring low-cost interactive methods, such as creative designs on cups and engaging games during wait times, to enhance customer experience and brand perception [40][41].

Core Viewpoint - The recent shortage of lemon water at Mixue Ice City highlights significant industry risks, primarily due to rising lemon prices and supply chain vulnerabilities [1][2]. Group 1: Supply Chain and Pricing Issues - Multiple Mixue Ice City stores have reported a lack of lemon water, with staff indicating that the product is out of stock and expected to remain unavailable for several days [1]. - The average wholesale price of lemons in China has nearly doubled compared to the same period last year, reaching 15 RMB per kilogram as of September 17, 2025 [1]. - Mixue Ice City has a strong supply chain presence, controlling over 50% of high-quality fresh fruit resources in key lemon-producing areas, but this concentration poses risks when facing climate disasters or global supply chain disruptions [4][5]. Group 2: Market Dynamics and Competitor Strategies - The lemon crisis is exacerbated by climate issues affecting major production areas, with droughts in Sichuan and other regions leading to a projected 50%-60% reduction in yields [4]. - Other tea brands have avoided similar crises by diversifying their sourcing strategies, such as using different lemon varieties or establishing global procurement models [7][8]. - Mixue Ice City's low-price strategy has pressured its supply chain, making it difficult to pass on rising costs to consumers, which has contributed to the current supply issues [5][8]. Group 3: Financial Implications and Market Position - Mixue Ice City's lemon water is a significant revenue driver, with annual sales exceeding 1 billion cups, translating to approximately 4 billion RMB in sales, accounting for 13% of the company's total revenue in the first half of 2025 [3][4]. - The company's reliance on a single source for over 70% of its lemon supply has created vulnerabilities that are not present in more diversified competitors [5][6]. - The current crisis reflects a broader tension between capital concentration and diverse consumer demands, indicating a need for more resilient supply chain strategies in the tea beverage industry [8].