一杯饮品里的下沉市场变革：古茗的“价值共生”实践

Core Insights - The article highlights the success of Guming Tea, which has transformed the tea industry by creating a value-sharing ecosystem that benefits consumers, franchisees, and the supply chain [1][6]. Group 1: Market Presence and Expansion - As of mid-2025, Guming has reached a total of 11,179 stores, marking a year-on-year growth of 17.5%, with 81% of these stores located in tier-2 and lower cities, indicating a deep penetration into rural markets [2][3]. - The expansion strategy is not merely focused on numbers but is supported by a robust system that emphasizes product quality and consumer satisfaction [3]. Group 2: Product Development and Innovation - In the first half of 2025, Guming launched 52 new products, backed by a strong R&D framework focused on food science, showcasing its ability to adapt to consumer trends [3]. - The company has made significant strides in the coffee segment, with over 8,000 stores equipped with coffee machines and the introduction of 16 new coffee beverages, reflecting its evolving product matrix [3]. Group 3: Franchise Model and Collaboration - Guming operates primarily through a franchise model, viewing franchisees as strategic partners rather than mere licensees, which fosters a collaborative environment [3]. - The establishment of a franchisee committee is a unique approach in the industry, allowing for input in major business decisions, thereby building trust and cooperation [3]. Group 4: Supply Chain and Logistics - Guming has developed a comprehensive cold chain logistics network, consisting of 22 warehouses, over 230,000 square meters of space, 61,000 cubic meters of cold storage capacity, and 362 owned vehicles, ensuring product freshness and stability [4][5]. - The company employs digital and refined management techniques to optimize logistics, ensuring efficiency and cost-effectiveness while maintaining product quality [5]. Group 5: Value Creation and Industry Impact - The recognition as the "Annual Industry Influential Brand" signifies Guming's ability to create a solid value-sharing ecosystem, which is essential for sustainable growth in a competitive market [6][7]. - Guming's approach emphasizes collaboration with consumers, franchisees, and the supply chain, aiming to enhance the overall consumer experience and activate domestic demand in rural areas [7].