蜜雪冰城投10亿元升级现磨咖啡：试点门店日销近170杯，茶咖融合提速Meixue Ice City invests 1 billion yuan to upgrade freshly ground coffee: pilot stores sell nearly 170 cups per day, accelerating the integration of tea and coffee

近期，蜜雪冰城启动咖啡产品线系统性升级，引发市场关注。这家以平价茶饮著称的万店品牌，正试图通过现磨咖啡撬动门店增长新曲线。

据悉，蜜雪冰城此次升级的核心，是将传统滴滤咖啡替换为现磨咖啡。为此，公司拿出10亿元专项资金补贴加盟商，用于引入全自动咖啡机。设备由蜜雪冰城与咖博士合作定制，搭载智慧研磨萃取系统，采用欧洲进口刀磨和双锅炉系统，以确保高峰期连续稳定出品。

产品原料同步升级。咖啡豆更换为30天短保鲜烘豆，牛奶升级为冷链鲜奶，椰乳升级为冷链生椰乳。菜单上，除经典美式（5元）、鲜奶拿铁（12元）、生椰拿铁（10元）外，近期新增风味果咖系列，采用真实水果切片与冷链果汁，整体价格仍维持平价定位。

据蜜雪冰城披露，郑州多家测试门店反馈，咖啡产品线升级后杯量显著提升，有门店日销量达到近170杯。近一个月内，试点门店日店均咖啡销量较常规门店提升约90%，日店均咖啡营业额提升约120%。

为配合此次升级，蜜雪冰城近期通过官方渠道发放多轮优惠券，包括2元无门槛券、8.9元生椰拿铁券、2.9元美式券等，以降低尝新门槛、拉动复购。

从行业背景看，中国人均年咖啡消费杯数从2016年的9杯增长至2025年的25杯，与欧美日韩成熟市场仍差距悬殊，增长空间广阔。同时，消费者对咖啡的需求正从“提神”向“品质”转变。

对蜜雪冰城而言，全国超4.4万家门店网络是其咖啡品类扩张的最大基础设施。现磨咖啡的引入，不仅优化了门店产品结构，也可能在一定程度上提升门店整体营业额和单店模型效率。

与此同时，现制茶饮品牌加码咖啡赛道已成趋势。蜜雪冰城之外，多家头部茶饮品牌亦在推出口味丰富、品质升级的咖啡新品。行业普遍认为，茶咖融合将加快现磨咖啡大众化进程，但也意味着竞争将愈发激烈。

此次咖啡升级能否成为蜜雪冰城门店增长的新引擎，仍有待更大范围的门店数据验证。不过，从10亿补贴到设备定制，从原料升级到价格让利，蜜雪冰城对这一品类的投入力度与战略决心已清晰可辨。

Recently, Meixue Ice City has launched a systematic upgrade of its coffee product line, which has attracted market attention. This Wandian brand, known for its affordable tea drinks, is trying to leverage a new growth curve for its stores through freshly ground coffee.

It is reported that the core of the upgrade of Meixue Ice City is to replace traditional drip coffee with freshly ground coffee. To this end, the company has allocated a special fund of 1 billion yuan to subsidize franchisees for the introduction of fully automatic coffee machines. The equipment is customized by Meixue Ice City in collaboration with Dr. Ka, equipped with a smart grinding and extraction system, using European imported knife grinding and dual boiler systems to ensure continuous and stable production during peak periods.

Synchronized upgrade of product raw materials. Replace coffee beans with 30 day short preservation roasted beans, upgrade milk to cold chain fresh milk, and upgrade coconut milk to cold chain raw coconut milk. On the menu, in addition to the classic American style (5 yuan), fresh milk latte (12 yuan), and coconut latte (10 yuan), a new flavor fruit coffee series has been added recently, using real fruit slices and cold chain juice, and the overall price remains at an affordable level.

According to Meixue Ice City, multiple test stores in Zhengzhou have reported a significant increase in cup volume after upgrading their coffee product line, with some stores selling nearly 170 cups per day. In the past month, the average daily coffee sales of pilot stores have increased by about 90% compared to regular stores, and the average daily coffee revenue has increased by about 120%.

To support this upgrade, Meixue Ice City has recently issued multiple rounds of coupons through official channels, including a 2-yuan no threshold coupon, an 8.9 yuan coconut latte coupon, a 2.9 yuan American coupon, etc., to lower the threshold for trying new things and drive repeat purchases.

From the perspective of industry background, the average annual coffee consumption per capita in China has increased from 9 cups in 2016 to 25 cups in 2025, which is still far behind mature markets in Europe, America, Japan, and South Korea, with vast growth potential. At the same time, consumers' demand for coffee is shifting from "refreshing" to "quality".

For Meixue Ice City, its nationwide network of over 44000 stores is the biggest infrastructure for expanding its coffee category. The introduction of freshly ground coffee not only optimizes the product structure of stores, but may also to some extent improve the overall revenue and efficiency of individual store models.

At the same time, it has become a trend for freshly made tea beverage brands to increase their presence in the coffee market. Outside of Meixue Ice City, several top tea beverage brands are also launching new coffee products with rich flavors and upgraded quality. The industry generally believes that the integration of tea and coffee will accelerate the popularization of freshly ground coffee, but it also means that competition will become increasingly fierce.

Whether this coffee upgrade can become a new engine for the growth of Meixue Ice City stores still needs to be verified by a larger range of store data. However, from 1 billion yuan subsidies to equipment customization, from raw material upgrades to price concessions, the investment and strategic determination of Meixue Ice City in this category are clearly visible.