I just want to sell products, but you're forcing me to perform talents.

Chapter 387 The Ice and Snow Honey City is now open!

After a long hour's wait, Zhou Feng and Lin Ke'er finally got to be first in line. They eagerly glanced at the price and were stunned.

One ice cream costs 2 yuan.

A glass of lemonade costs 4 yuan.

A cup of bubble tea costs 6 yuan.

……

This price is so affordable!

After a slight hesitation, the two ordered one of each of the signature milk tea, lemonade, and ice cream, which only cost them 12 yuan in total.

This price wouldn't even buy a cup of milk tea at other milk tea shops.

Holding the 2-yuan ice cream in her hand, Lin Ke'er couldn't wait to take a lick: "Wow, it tastes pretty good, not bad at all, not bad at KFC."

Zhou Feng also took a lick; indeed, it was sweet but not cloying.

The lemonade was opened, and the two of them each took a sip. Lin Ke'er frowned and said, "It's a little too sweet!"

Zhou Feng took a sip, smacked his lips, and said, "It's not bad. I thought it would taste awful, but who knew a 4-yuan lemonade could be so delicious!"

Lin Ke'er finally opened the milk tea, took a small sip, and her furrowed brows immediately relaxed: "This is the taste of milk tea!"

So, the two happily shared the ice cream, and then Zhou Feng drank lemonade while Lin Ke'er drank milk tea, both of them experiencing double the happiness.

"No wonder there's such a long line!"

Lin Ke'er sipped her milk tea while checking her phone. She had been so engrossed in reading a novel that she hadn't noticed anything from Xian Ge.

Opening the Super Weibo, I found that someone I followed had a new post. I quickly clicked on it and saw that Ye Xian's Super Weibo had posted a new message: "My self-created milk tea brand 'Bingxue Micheng' has launched in 100 small and medium-sized cities in the Tang Dynasty today. For the first three days of opening, the store manager will randomly give away my concert poster when you buy milk tea. Everyone come and try it!"

"Ahhhhh—"

Lin Ke'er screamed and turned to sprint towards Bingxue Micheng. Zhou Feng, thinking she had eaten something bad, quickly followed, only to see Lin Ke'er run to the milk tea shop and rush to the cashier: "Where's Brother Xian's poster? Why didn't you give me Brother Xian's poster?"

The shop assistant smiled slightly. This wasn't the first time he'd encountered such a late-night snack, so he pointed to Lin Ke'er's cup in the shop and said with a smile, "The 'Brother Xian' poster is a hidden lottery. Every hour, our group leader, Sun Li, will notify all the shop managers in our group chat, drawing lots to see which customer's last four digits will win the poster!"

"Aaaaah! How could you do this! Brother Xian is so mean!"

Lin Ke'er walked back in a huff, with Zhou Feng following behind, completely bewildered. After a few steps, Lin Ke'er suddenly turned in a different direction and found herself back at the end of the line for Ice and Snow Honey City.

"Why are we still queuing?"

Zhou Feng was dumbfounded.

"Can't I have ice cream?"

Lin Ke'er looked resentful.

"Didn't we just eat there?"

Zhou Feng looked at the ice cream wrapper in his hand; he hadn't found a trash can yet and hadn't thrown it away.

"Can't I eat this again? Isn't it tastier than your cream puffs?"

Zhou Feng was immediately struck by a devastating blow. Seeing the strange looks he was getting from the young men and women in front of him, Zhou Feng felt so embarrassed he wanted to disappear into the ground.

……

The same scene unfolded in 100 small and medium-sized cities during the Tang Dynasty.

On July 28th, in 100 small and medium-sized cities across the Tang Dynasty, a milk tea shop called "Bingxue Micheng" opened simultaneously in the busiest commercial districts.

The shops are small, usually between 5 and 10 square meters, but as soon as they opened, they immediately attracted the attention of surrounding businesses.

Because this store completed the "queue" registration in the shortest possible time.

If a store opens with long queues, it will immediately become popular among young people. Ye Xian chose small and medium-sized cities, where news spreads much faster than in big cities.

"Brother Xian opened a milk tea shop on our pedestrian street? And they even have a lucky draw for posters? Let's go, let's get our electric scooters ready!"

"I heard that the milk tea they sell is super cheap! And the lemonade too. One of my friends works there as a sales clerk, and she messaged me at noon saying that they sold 200 cups of lemonade that morning alone."

"I've heard about it too, and apparently this milk tea shop also sells Haima coconut milk and Hailaoji herbal tea. I also heard that they'll be launching Qiuye Selected snack gift packs in a few days! Is Brother Xian planning to open physical stores all over the country?"

……

Rumors spread rapidly, and soon voices appeared online.

[Silly Fairy: Hahaha, late-night snack lovers, look where I am! A new "Ice and Snow Honey City" restaurant by Xian Ge opened in my city, and I'm queuing up to buy the legendary super cheap lemonade and ice cream. Look at the line behind me, there are at least seventy or eighty people! It hasn't stopped all day!]

[Kindergarten-aged returnee: I'm so envious! Why did Brother Xian open his first stores in small and medium-sized cities instead of big cities? Are you making us people from first-tier cities less fashionable than people from small cities? Brother Xian, how can you treat us so differently?!]

[So cute it's incurable: Exactly, shouldn't they open flagship stores in big cities first, and then franchise stores in smaller cities? I feel like Brother Xian is doing the exact opposite!]

[He'll draw his sword at the drop of a hat and start shipping couples: Is it possible that Brother Xian has limited funds, so he chose a smaller city with lower rent and labor costs? And at this price, I feel like young people in big cities would find it too cheap?]

……

Everyone was speculating why Ye Xian suddenly announced his entry into the physical milk tea industry. Many news media outlets and marketing accounts wanted to interview Ye Xian, but all of them refused.

The next day, "Ice and Snow Honey City" opened in 20 more cities.

This time, everyone sensed that Ye Xian seemed to be coming on strong.

In the following period, almost 5-10 "Ice and Snow Honey City" stores opened every day.

An insider revealed that "Bingxue Micheng" achieved an average daily turnover of 1 yuan during its opening period, a figure that astonished everyone.

No one could have imagined that a cup of lemonade costing 4 yuan and an ice cream stick costing 2 yuan could generate such high sales.

Even though "Bingxue Micheng" also sells Haima coconut juice, Hailaoji herbal tea, and Qiuye Selected snack gift packs, this turnover still surprised many people.

The internet is flooded with news of the opening of "Bingxue Micheng" (Ice and Snow Honey City), and many netizens have even posted photos of "Bingxue Micheng" under renovation in their cities, looking forward to the opening of "Bingxue Micheng" in their own cities as soon as possible.

By August 1st, nearly 150 "Ice and Snow Honey City" stores had opened.

The scale effect and marketing methods involved have amazed many industry insiders, who are amazed by Ye Xian's extravagant spending!

Even in small and medium-sized cities, the investment required to open a "Snowy Honey City" shop, including rent and decoration, is no less than 35 yuan.

Ye Xian burned through more than 5000 million yuan in less than a month from the start of renovations to the opening of 150 stores.

According to insider information, a daily turnover of 1 yuan can basically recoup the costs in 2-3 months, because the profit margin of the water business is as high as 60%.

Ye Xian's pace of opening stores has not slowed down much, with about 5 "Bingxue Micheng" stores still opening every day.

On August 1st, Ye Xian was not idle; he once again dominated the trending topics.

……

Ps1: Today's Recap

Haizhou aged liquor inventory: 4777 bottles

……

Ps2:

The sales figures for Bingxue Micheng are not exaggerated; in fact, they are somewhat understated. Newly opened stores now typically have a sales volume of around 3000. This is because new stores face pressure not only from competitors but also from other franchisees, and their management still has some issues. In the early days, it was easy for new stores to achieve sales exceeding 10,000. I know several of the earliest franchisees, and this data comes from them.

When Bingxue Micheng first started its franchise boom—and I mean boom—it originated in a small city in central China. Even now, the training for store managers and staff at its national flagship stores still goes back to that small city. It was a pedestrian street store in that city that popularized Bingxue Micheng's franchise and store operation model. Many Bingxue Micheng owners come from that city. Back then, the franchise fee was 30,000 yuan. Now, with more people franchising, the franchise fee has increased tenfold. Many people don't understand what happened in the very beginning. The main point here is to emphasize that you shouldn't use the current turnover of 3000 yuan to represent the initial boom.

(End of this chapter)