Core Insights - The company "沪上阿姨" is significantly increasing its subsidies for franchise partners, particularly targeting those with experience in the tea and coffee industry, to attract high-quality partners and enhance its brand reputation and profitability [8][11][37] Group 1: Franchise Policy Changes - The new franchise policy includes a reduction of the franchise fee by 15,000 yuan for first-time store owners, along with additional subsidies for equipment, logistics, and decoration [3][4] - Experienced franchisees in the tea and coffee sector can receive up to 50,000 yuan in subsidies, a substantial increase from the previous policy [8][12] - New partners who authorize two stores within 30 days can receive a material subsidy of 20,000 yuan [10] Group 2: Store Expansion and Performance - As of the latest financial report, "沪上阿姨" operates 9,436 stores, with 905 new openings and 645 closures, indicating a slowdown in expansion [12][36] - The majority of the stores, 99.7%, are operated by franchisees, with plans for 1,164 new franchise stores to be opened by existing franchisees in 2024 [13][14] Group 3: Market Strategy and Seasonal Preparation - The company aims to leverage the off-peak season to prepare for the upcoming consumer peak during the holiday season, ensuring new stores are operational in time for increased demand [25][26] - The strategy includes attracting franchisees through subsidies to ensure timely openings, aligning with the holiday shopping surge [27] Group 4: Supply Chain and Financial Performance - "沪上阿姨" has established a comprehensive supply chain network, including 13 major warehouses and various cold chain facilities, which supports its operational efficiency and cost management [29][30] - Following its IPO, the company's stock price has dropped over 50%, indicating pressure on its market performance and the need for strategic adjustments [33][36]
开店最高补5万元！沪上阿姨为何重金砸加盟？