十亿元补贴升级现磨咖啡 蜜雪冰城开辟门店新增量One billion yuan subsidy upgrade for freshly ground coffee, honey snow ice city, opening new store increments

本报讯 （记者李静）近日，蜜雪冰城股份有限公司（以下简称“蜜雪冰城”）全面升级咖啡产品线，在现制饮品赛道引发关注。记者获悉，蜜雪冰城推出十亿元加盟商专项补贴，全力推进全国门店咖啡设备迭代与品质升级。目前郑州试点门店成效凸显，单店单日咖啡销量近170杯，咖啡销量、营收实现大幅双增长，品牌平价现磨咖啡竞争力持续提升。

咖啡是蜜雪冰城长期布局的成熟品类，消费基础扎实。数据显示，2025年上半年，蜜雪冰城全国门店咖啡销量突破2亿杯，彰显市场对品牌平价咖啡的高度认可。为提质升级、挖掘品类增量，今年3月，蜜雪冰城于郑州启动现磨咖啡试点，淘汰传统滴滤工艺，全面切换现磨模式，主打“现磨更新鲜”的产品理念。

记者了解到，蜜雪冰城此次咖啡升级实现原料、设备、产品矩阵全链条焕新。原料端全面锁鲜升级，品牌采用30天短保鲜烘豆，牢牢锁住咖啡原生风味；拿铁系列更换冷链低温鲜奶，同步升级冷链生椰乳，从源头提升饮品口感与新鲜度。

产品端持续丰富品类，在经典美式、拿铁等单品基础上，新增夏日风味果咖系列，采用真实鲜果与冷链果汁制作，适配多元消费需求。升级后蜜雪冰城仍坚守平价定位，5元美式、10元生椰拿铁、12元鲜奶拿铁，质价比优势显著。不少消费者表示，升级后的咖啡口感醇厚、奶香浓郁，延续了亲民的平价体验。

为保障全国门店标准化高品质出品，蜜雪冰城携手咖博士定制全新全自动咖啡机。该设备搭载进口研磨系统与智慧萃取技术，可精准调控研磨颗粒，充分释放咖啡豆香气；双锅炉系统可支撑高峰时段连续出品，保证每杯咖啡风味、温度、压力稳定统一。同时设备智能简易、操作门槛低，有效降低门店运营成本与人工误差。

产品与设备升级有效拉动门店业绩增长。据郑州试点门店数据，升级后门店咖啡销量显著上涨，头部门店日销近170杯。整体来看，试点门店日均咖啡销量较普通门店提升90%，日均咖啡营业额提升120%，增长势头强劲。

为加速全国门店升级落地，蜜雪冰城落实十亿元专项补贴，用于加盟商咖啡机升级，并配套咖啡豆九折等让利政策，降低终端升级成本、提振加盟商升级意愿。同时品牌持续面向消费者让利，6月15日发放万张咖啡无门槛券，小程序每日可领取生椰拿铁优惠，叠加此前多款低价现磨咖啡活动，持续激活市场消费活力。

目前新茶饮赛道茶咖融合加速，行业正式进入质价比竞争时代。依托超4.4万家线下门店优势，蜜雪冰城以设备革新、原料升级、平价普惠的组合打法，持续推动现磨咖啡大众化普及。可视化现磨流程，也进一步强化了品牌咖啡专业形象，补齐门店消费场景短板。

业内人士预判，凭借亮眼的试点数据、充足的加盟商扶持政策与高质价比产品优势，蜜雪冰城现磨咖啡业务将迎来规模化提速发展，咖啡品类将成为品牌门店全新的核心增长曲线。

（编辑 鲍鹏宇 郭之宸）

Recently, Honey Snow Ice City Co., Ltd. (hereinafter referred to as "Honey Snow Ice City") has comprehensively upgraded its coffee product line, attracting attention in the field of freshly made beverages. The reporter learned that Meixue Ice City has launched a special subsidy of one billion yuan for franchisees, fully promoting the iteration and quality upgrade of coffee equipment in stores nationwide. At present, the pilot stores in Zhengzhou have shown remarkable results, with a single store selling nearly 170 cups of coffee per day. Coffee sales and revenue have achieved significant growth, and the competitiveness of affordable freshly ground coffee brands continues to improve.

Coffee is a mature category in the long-term layout of Meixue Ice City, with a solid consumer foundation. Data shows that in the first half of 2025, the sales volume of coffee in Meixue Bingcheng's nationwide stores exceeded 200 million cups, demonstrating the high recognition of the market for brand affordable coffee. In order to improve the quality and upgrade, and explore the increment of product categories, in March of this year, Meixue Bingcheng launched a trial of freshly ground coffee in Zhengzhou, eliminating traditional drip filtration technology and fully switching to freshly ground mode, with the product concept of "freshly ground fresher" as its main focus.

The reporter learned that the coffee upgrade of Meixue Ice City has achieved a complete chain renewal of raw materials, equipment, and product matrix. The raw material side is fully upgraded to lock freshness, and the brand uses 30 day short preservation roasted beans to firmly lock in the original flavor of coffee; The latte series replaces cold chain low-temperature fresh milk and simultaneously upgrades cold chain coconut milk to enhance the taste and freshness of beverages from the source.

The product line continues to enrich its categories, adding a summer flavored fruit and coffee series on top of classic American and latte products, using real fresh fruits and cold chain juices to meet diverse consumer needs. After the upgrade, Meixue Ice City still adheres to its affordable positioning, with a significant advantage in terms of quality and price, including a 5-yuan American style latte, a 10 yuan coconut latte, and a 12 yuan fresh milk latte. Many consumers have expressed that the upgraded coffee has a rich and creamy taste, continuing the affordable and affordable experience.

To ensure standardized and high-quality products in stores nationwide, Meixue Ice City has partnered with Dr. Coffee to customize a new fully automatic coffee machine. This device is equipped with an imported grinding system and intelligent extraction technology, which can accurately control the grinding particles and fully release the aroma of coffee beans; The dual boiler system can support continuous production during peak hours, ensuring stable and uniform flavor, temperature, and pressure for each cup of coffee. At the same time, the device is intelligent and easy to operate, with low operational barriers, effectively reducing store operating costs and manual errors.

Product and equipment upgrades effectively drive store performance growth. According to data from pilot stores in Zhengzhou, the sales of coffee in backdoor stores have significantly increased after upgrading, with top stores selling nearly 170 cups per day. Overall, the daily coffee sales of pilot stores have increased by 90% compared to ordinary stores, and the daily coffee revenue has increased by 120%, showing a strong growth momentum.

In order to accelerate the nationwide store upgrade and landing, Meixue Ice City has implemented a special subsidy of one billion yuan for franchisees to upgrade their coffee machines, and has also implemented policies such as a 10% discount on coffee beans to reduce terminal upgrade costs and boost franchisees' willingness to upgrade. At the same time, the brand continues to offer discounts to consumers. On June 15th, 10000 coffee vouchers without threshold were distributed, and daily discounts on coconut latte can be obtained through the mini program. Combined with previous low-priced freshly ground coffee activities, it continues to activate market consumption vitality.

At present, the integration of tea and coffee in the new tea beverage market is accelerating, and the industry has officially entered the era of quality price competition. Relying on the advantages of over 44000 offline stores, Meixue Ice City continues to promote the popularization of freshly ground coffee through a combination of equipment innovation, raw material upgrades, and affordable and inclusive strategies. The visualization of the grinding process has further strengthened the professional image of the brand coffee and filled the gaps in the store's consumption scene.

Industry insiders predict that with impressive pilot data, sufficient support policies for franchisees, and advantages in high-quality and cost-effective products, the freshly ground coffee business of Meixue Bingcheng will experience accelerated development on a large scale, and the coffee category will become a new core growth curve for brand stores.

(Edited by Bao Pengyu and Guo Zhichen)