蜜雪冰城调整加盟政策，空白乡镇市场只招本地人

Core Viewpoint - The company has implemented a new franchise policy aimed at enhancing site selection and operational efficiency, particularly focusing on local franchisees in untapped rural markets [2][4][30]. Group 1: Franchise Policy Changes - The new franchise policy prioritizes local residents for opening stores in blank rural markets [4][30]. - The policy encourages franchisees to select high-traffic locations such as tourist attractions, transportation hubs, and service areas along highways [3][26]. - This adjustment aims to address quality control issues arising from remote management by requiring local franchisees [8][30]. Group 2: Market Context and Strategy - The evolution of the franchise policy is closely linked to the industry's cyclical nature, transitioning from rapid expansion to a focus on quality and efficiency [12][20]. - From 2018 to 2023, the company adopted a strategy of "extreme cost performance + rapid market penetration," leading to a surge in store openings in lower-tier cities and rural areas [13][14]. - As market penetration reaches saturation, the company faces a "stock competition" phase, necessitating a shift from quantity to quality in operations [18][20]. Group 3: Performance Metrics - As of December 31, 2024, the company reported over 46,000 global stores, surpassing Starbucks to become the largest beverage chain by store count [21][22]. - More than 37,000 of these stores are located in cities below the second tier, indicating a strong presence in less saturated markets [23][22]. Group 4: Future Outlook - The recent policy change is seen as a proactive measure to combat intensified market competition, optimizing regional layout and reducing operational pressure on franchisees [30][32]. - The company aims to explore new growth opportunities through innovation in site selection, operational efficiency, and supply chain upgrades in a saturated market [35].