单日狂卖68万，下沉市场成达美乐的“印钞机”

Core Insights - Domino's Pizza has experienced significant success in lower-tier cities in China, breaking sales records with new store openings, while struggling in first-tier cities [2][5][9] - The company reported a remarkable increase in revenue, with a net profit of 65.92 million yuan in the first half of 2025, marking a year-on-year growth of 504.42% [9][11] - The shift in consumer preference towards Domino's in lower-tier markets is attributed to its competitive pricing and appealing menu options [12][14] Sales Performance - The opening day sales of Domino's first store in Shenyang reached 520,000 yuan, and within 198 days, it generated over 31 million yuan in revenue, setting a global annual sales record [2][9] - Subsequent openings in cities like Handan and Xuzhou also broke sales records, with daily sales exceeding 540,000 yuan and 680,000 yuan respectively [2][9] - In the first half of 2025, Domino's generated 2.593 billion yuan in revenue, with 659.24 million yuan in net profit, indicating a strong recovery from previous losses [9][11] Market Dynamics - Domino's has expanded aggressively into lower-tier cities, opening 275 new stores in 2023, primarily in non-first-tier markets, which contributed to a 46.6% increase in sales compared to the previous year [11][12] - The company has seen a significant increase in customer engagement, with over 14 million new members added in the past year [29] - The competitive landscape in the pizza market is intensifying, with brands like Pizza Hut and local players also targeting lower-tier cities with aggressive pricing strategies [22][28] Consumer Behavior - The appeal of Domino's in lower-tier cities is driven by its unique menu offerings and promotional activities, which resonate well with younger consumers [12][14] - Consumers in these markets are drawn to the novelty of the brand and the perceived value, often sharing positive experiences on social media [14][29] - However, there are concerns about sustaining customer loyalty as the novelty wears off, and the brand faces challenges in maintaining sales momentum [15][29]