界面新闻记者 | 卢奕贝

界面新闻编辑 | 许悦

kaimaiyizhouhou，mixuebingchengde1yuanbingbeiyinfabuxiaozhengyi。

7yue3ri，mixuebingchengxuanbukaimai1yuan“xuewangbingbei”，fenwei“zhengchangbing（manbing）”he“shaobing（bingshuihunhe）”liangzhongleixing。biqibianlidianshoujia3-4yuandebingbei，mixuebingchengdebingbeixianrangengyouxingjiabi。jiashangmixuebingchengpangdaermijidemendianwangluozidaibianlixing，1yuanbingbeiyituichubianshouhuolerenmenfengyonggoumaidereqing。

raner，jinriyouduomingwangyouzaishejiaopingtaishangcheng，zaixiaochengxuxiadanmixuebingchengbingbeihou，daodiantihuoshizaoyudianyuantuidan。ciwaihaiyouwangyouchengqianwangmendiangoumaibingbeishi，dianyuanbiaoshibumaicichanpin。

duici，7yue11ri，mixuebingchengfabudaoqianshengming，biaoshiyinbufenshiduanxuqiuguoda，chuxianbingkuailinshigongyingbuzu，weigenghaodijianguqitachanpin，bufenmendiankenenghuiyincilinshixiajiahuozantingshoumai“xuewangbingbei”；daigongxuwendinghou，mendianjiangjishihuifushoumai；weilejiejuezheiyiwenti，gongsiyejianggenjushijiqingkuang，xiediaojiujinmendianhuoquyudiaoyunbingkuai，jinquanlibangzhumendianpinghengbingkuaichannenghexiaofeizhexuqiu。

xiangkafeichayinmendiangoumaihuoyaoqiuyibeibingkuaibingbushixinxianshi。

mixuebingchengciqianmeiyoushangjiaxiaoshoubingbeishi，xuduomendianzaigukezidairongqi、mendianbumangdeqingkuangxiahuimianfeitigongbingkuai，huoshouqu1-4yuandejichuwuliaofeiyong，gegediqumendiandingjiabuyi，er4yuanyeshimixuebingchengcaidanneizuidijiayinpinyibeiningmengshuidejiage。

ciwai，chabaidaoyeyoushoumai1yuanbingshuichanpin，mingmingwei“baiyueguang”，buguobaiyueguangzhijindoumeiyouchuxianzaicaidanshang，ershiyaoxianchangxiangdianyuandiandan，zheibeibingshuishanghaihuitieyou“tiexinfuwu”debiaoqian。

meiyoushangjiaxiaoshoushi，chayinpinpaimenmianfeitigonghuo1yuanshoumaibingshui、bingbeishiyizhongfuwuyuguanhuaidebiaoxian，renmenbuhuifengyongerzhihuoyicixinggoumaidaliangbingbeidunhuo。dandangzheichengweilexiaoshouxingwei，maodunyujiduichuxianle。

xiajichayindianyongbingxuqiuliangbenjiuhenda。yiweichayinxingyecongyezheduijiemianxinwenbiaoshi，shangyezhibingjibenshenhaoshijiaozhang，zaixiajichayinxiaoshouwangji，mendianzhijianbingkuaibuzulexiangfujinmendianjieyong，shenzhizhaoguanxihaodeyoushangjieyongdoushichangshi。

eryouyu1yuanbingbeixingjiabishizaitaigao，zaimixuebingchengtuichubingbeihou，bufenwangyouchuyutiqiangoumaixinbing、bimianmendianxiajiadexinlijinxingdunhuo。shejiaopingtaishangbufayoutiezishaichuqiyimaijiushi30bei，shenzhitianmanzhenggebingxiang。

“woyaobaozhengmendianyongbingzhengchang。”zaimixuebingchengguanfangzhanghaozaixiaohongshuguanxuan1yuanbingbeideshihou，jiuyoujiamengshangzaipinglunqubiaoshiyaoshimingxiajiagaichanpin，chenggaofengqidianlibingkuaibugouyongxuyaozaiwaihuafeidajishiyuanyigongjinqumai，“shuoshizaidebiqimaiwogengyuanyisong。qimadianlibugouyongle，wokeyibusong，erbushibumai，haiyinqiwuhui。”

jiamengshangdebuqingyuanhuoxuyechuyuchengbenkaolv。

“henduodianbuyuanyimai，buzhuanqian。”yiweimixuebingchengdianyuangaosujiemianxinwen，danshimendiandebeizi，yigedechengbenjiujiejin7maoqian，ciwaizhibingjideshuidiandouxuyaochengben。erciqianbingbeimeiyoushangjiaxiaoshoushi，qisuozaidemendianbiaojiasikuaiqianyibeibing。

7毛一个杯子是加盟店向总部进货的成本，如果根据蜜雪冰城2022年的招股书披露的信息，当时蜜雪冰城每个杯子、吸管、包装袋的成本分别为0.3元、0.11元、0.09元。如今众所周知的一个事实是，蜜雪冰城赚钱的大头不是加盟费，而是卖原料。我们曾测算过，单是吸管，2021年蜜雪冰城就能获得3.06亿元的收入。

jiamengshangyuzongbuhuoxubingbushiwanquandeliyigongtongti。

mixuebingchengzijikenengyemeiyouxiangdao，1yuanbingbeihuiyinfarucizhengyi。yongjizhidijiadechanpinyinliu，zheishimixuebingchengguoqu27nianconghenanzhengzhoudaxuechengliyilumopagundachulaideshangyejingyan，neixie2yuanyizhidexuegao、4yuanyibeideningmengshuiduonianbucengzhangjia，zhengshiyouyutamenyouzhejijiadeyinliuxiaoguo，daidongzhemixuebingcheng5-10yuanlirunlvgenggaodechanpinxiaoshou。

danbingbeihuoxuyu2yuanxuegaoyouzhebenzhishangdebutong。

bingbeishidianxingdehubushangpin，keyiherenheyinliaodapei，cujinqitadanpinxiaoshou。kafei、guozhi、qipaoshui、pijiu、jiweijiu……jihuninengxiangdaodeyiqieyinliaodounengyibingbeidemoshichengxianchuduocaiduozidexingtai，renheyinliaojiarubingbeizhongdouhaowuweihegan。

erduimixuebingchengdejiamengshanglaishuo，muqiangoumaibingbeiderenqungengkenengzizhiyinpin，erbushizaimaiyibeidianneidechanpin。shejiaopingtaishangyoudaliangtiezishaichujiaocheng，renmenkeyizidaikafeinongsuoyehuozaibianlidiangoumaiguozhiqishuijiarumixuebingchengbingbei。

danzheiyeyiweizhezheihuibufenfenbomixuebingchengyuanbendeshengyi。

蜜雪冰城选择开卖冰杯或许也因为，这个夏天冰杯突然火了。

shijishang，bingbeizaiquanjia、luosendengbianlidianqudaozaoyouchushou，qixiaoliangyeyizaijinxienianyoudafuduzengzhang。quanjiafangmianxiangjiemianxinwenbiaoshi，quanjiadebingbeicongjinniandexiaoshouqingkuanglaikanyizhiweichizhe50%yishangdezengzhang，xiaoshouyesuiqiwendetishengerqiexianzhubushangshengdequshi。gaofengshishangyejiedianpukeyimaidao30beiyishang。

《2023jishilingshoubingpinbingyinxiaofeiqushibaipishu》xianshi，2023nian7yuedizhi8yuechu，meituanwaimaishangquanguobingkuaixiaoliangbi2022niantongqizengzhang182%，shoumai“shiyongbing”shangjiashuliangtongbi2022nianzengzhangjin90%。

yezhengshizaishangshuxuqiuqudongxia，bingbeiyekaishibiandexifen，zhujianyou“gaoduanhua”qushi，jiageyichuxianyidingzougao。

jiemianxinwenzhuyidao，muqianshimianshangchushoudebingbei，chulechangguishiyongbingkuaiwai，zaiquanjia、711dengbianlidianqudaohaichuxianlebingqiu、fangbingdengxifenxingtai，jiuxiangzhuanyejiubaneisuonengjiandaodeneiyang。ciwai，bingkuaizhongkaishibeijiarugengduokouwei，liruhemachushoudekafeiwei、putaoweiyubaixiangguoweidebingkuai。erxiangyingdi，“bingqiu”、“fangbing”dejiageyuezai9yuanyige，fengweibingbeidejiagezeyuezai6.9yuan。

zheihuoxuyeshimixuebingchengshexiangdejihuidian，dizhi1yuandebingkuaihaiyoubeizi，biran“juan”qineixiebingkuai“cike”。zhishicongmuqiandexianzhuangkan，mixuebingchengxuyaojixumosuozheimenshengyidekechixuxing。