古茗狂飙突进：年营收破200亿，揭秘其成功上市背后的供应链与下沉市场战略

Core Insights - Gu Ming has successfully transformed from an unknown brand to an industry leader in the competitive new tea beverage market, achieving significant growth and recently listing on the Hong Kong Stock Exchange [1] Group 1: Supply Chain and Logistics - Gu Ming has invested heavily in building its own cold chain logistics system, currently operating approximately 330 cold chain delivery vehicles, ensuring fresh fruit delivery to over 97% of its stores within two days [1] - The company has established 21 warehousing bases across the country, with a total area exceeding 200,000 square meters, including over 40,000 square meters of cold storage, facilitating frequent deliveries to lower-tier city stores [3] Group 2: Market Strategy - Gu Ming focuses on lower-tier markets, with 79% of its over 9,000 stores located in second-tier cities and below, and 38% in rural areas, effectively avoiding direct competition with brands in first-tier cities [3] - The company has demonstrated exceptional execution in rapid store openings, with 41.2% of its stores located in rural areas, significantly higher than other mass-market tea brands [3] Group 3: Product Innovation - Gu Ming has been proactive in product innovation, launching an average of 9.5 new products per month in the first nine months of 2024, which is well above the industry average [4] - The company has invested 50 million yuan to establish a high-standard research and development facility, employing a team of over 100 people dedicated to creating unique and competitive products [4] Group 4: Digitalization and Management - Gu Ming is at the forefront of digital management in the industry, utilizing a data platform to automate order generation and optimize sales plans based on various factors [6] - The company has built a private domain matrix through multiple digital channels, achieving 135 million registered members on its mini-program, with over 43 million active members quarterly [4] Group 5: Challenges and Industry Impact - Despite its success, Gu Ming faces challenges such as food safety risks, profitability issues in lower-tier markets, and the need for differentiated operations in first and second-tier cities [6] - Gu Ming's successful strategies provide valuable lessons for the industry, setting a benchmark for other companies in terms of franchise management, product quality, and digital transformation [9]