Core Insights - Mixue Ice City is diversifying its business model, with the "Snow King" IP being a significant focus for expansion and engagement [1][3][4] Group 1: Recruitment and Theme Park Development - Mixue Ice City has recently posted job openings related to a "Theme Park Project," indicating plans to develop a comprehensive experience around the "Snow King" IP [1] - The job roles include positions such as park performance coordinator, content writer, project manager, and product coordinator, with salaries ranging from 10,000 to 24,000 yuan per month [1] Group 2: Expansion and Flagship Stores - The company has been expanding its flagship stores across cities like Hangzhou, Jinan, and Guangzhou, featuring limited edition drinks and merchandise related to the "Snow King" [2] - The flagship store in Zhengzhou has shown strong customer attraction, with a peak daily footfall of 46,000 and a maximum daily revenue exceeding 350,000 yuan [2] Group 3: Brand and Marketing Efficiency - The "Snow King" IP has become a core competitive advantage for Mixue Ice City, significantly reducing marketing expenses, with brand promotion costs accounting for only 0.9% of revenue in the first three quarters of 2024 [3] - The operational costs associated with the "Snow King" IP are low, and its popularity has been driven by the company's extensive store network rather than heavy promotional spending [3] Group 4: Future Investments - Approximately 7% (2.3 billion HKD) of the funds raised will be allocated to further develop the brand IP and enhance consumer recognition of the "Snow King" [5] - The recruitment for the theme park project may be a strategic move to capitalize on the economic potential of the "Snow King" [6]

从相关岗位招聘需求来看，蜜雪冰城似乎将参与乐园整体设计，围绕"雪王"IP搭建完整的故事背景和核 心叙事线，把游乐项目、主题区域、互动环节串联成一条沉浸式体验链路。 事实上，抛开主题乐园的可能性，蜜雪冰城早就靠着雪王破圈了。 向全国扩张的蜜雪冰城旗舰店就是案例。近期，蜜雪冰城在杭州、济南、广州等多地齐开旗舰店。与普 通门店相比，旗舰店的特征是多了限定款饮品及雪王周边产品。 在郑州的蜜雪冰城总部旗舰店，雪王粉丝们像逛泡泡玛特一样陶醉在蜜雪冰城。据郑东新区官网，自 2025年1月15日蜜雪冰城总部旗舰店试运营以来，该店展现出强劲的客流吸引力。节假日期间，单日最 高客流量达4.6万人次，单日营业额峰值突破35万元。在清明节假期3天内，累计营业额更是突破100万 元。截至当年7月，该旗舰店单日营业额最高已突破60万元。 而主题乐园，显然是将雪王IP的再放大化。 背后是，雪王IP已成为蜜雪冰城的核心壁垒之一。譬如，省下了大量营销经费。据蜜雪集团招股书， 2024年前三季度，该公司品牌推广开支占收入的比例为 0.9%，远低于瑞幸咖啡、霸王茶姬、奈雪的茶 等品牌。 21世纪经济报道记者贺泓源、实习生徐鸿儒 蜜雪冰城正变得多元 ...

（文章来源：第一财经） 任天堂披露，第三季度营业利润为1552.1亿日元，低于预期；任天堂9个月SWITCH硬件销量325万台， 同比下降66%。 ...