On February 2nd, the eye-catching "Snow King" sign lit up on the side of the BRT platform, west of the intersection of Huayuan Road and Nongye Road in Jinshui District, Zhengzhou.

This store, located right inside the bus stop, took less than two months to go from being under construction behind barriers to having its lights on today.

"This location is really special. You can grab a drink while waiting for the bus, and then sit on the second floor to enjoy the street view. It feels great," said a passerby, stopping to check out the soon-to-open new store.

The store is not in the platform's core waiting area, but in the outer edge of its east side. It is right next to the sidewalk and the entrance gate, making it highly visible. The platform itself is one of Zhengzhou's busiest bus stops, serving multiple BRT routes including Line B2 and Line B102. It sees huge passenger flow during morning and evening rush hours.

Amid the fierce competition in the current tea beverage market, expanding into new consumption scenarios has become the key to sustained brand growth. Reporters reveal that MIXUE Ice Cream & Tea has long made strategic arrangements for this, clearly focusing on developing "multi-scenario outlets" in high-traffic areas such as transportation hubs. This strategy was quickly put into practice — as early as June 2025, a MIXUE store opened inside Dongfeng Road Subway Station in Zhengzhou's core business district.

Turning attention to Zhengzhou's public bus system, the introduction of this well-known consumer brand MIXUE is the latest move in actively exploring the "transportation +" diversified development model in recent years. Over the past two years, Zhengzhou's public bus system has been continuously pursuing diversified exploration, launching cultural tourism special lines like "Shangduhao", "Caizhaihao" and "Huanghehao". Joining hands with SF Express, it has expanded logistics services by using idle transport capacity and terminal resources, actively attempting to transform traditional transportation stations into consumer service scenarios with greater potential.

In this year's Henan Provincial Government Work Report, MIXUE, along with Pangdonglai and Guoquan Food, was labeled as an "innovative enterprise".

Therefore, the small store in front of us is more like a meaningful handshake. On one hand, it holds the innovative vitality of MIXUE's "born for the new"; on the other hand, it connects Zhengzhou public bus system's solid exploration of "cross-border integration". And this seemingly small scenario innovation is injecting fresh consumer warmth into urban life. (Source: Henan Daily; Reporter: Kang Yafei; Translator: Zhao Huiting)

Web editors: Shen Jianqi, Zhang Rui