古茗发布2026加盟新政，为何再次聚焦“在店管理”？

Core Viewpoint - Gu Ming has introduced a new franchise policy for 2026, focusing on "in-store management" to enhance quality control and filter out speculative investors while encouraging both new and existing franchisees to actively participate in store operations [2][3][10]. Group 1: New Franchise Policy - The new policy includes further reductions in franchise fees and offers renovation subsidies, building on the existing installment payment options for equipment and franchise fees [2][3]. - The aim is to encourage franchisees to prepare for the peak opening period after the Spring Festival, with a clear message welcoming those who wish to improve their lives through store operations [5][6]. - Gu Ming emphasizes the importance of "in-store management" as a strategic choice to balance rapid expansion with high-quality development, filtering out purely investment-driven franchisees [10][12]. Group 2: Management and Quality Control - "In-store management" is not a new requirement but is being highlighted to ensure that franchisees are actively involved in daily operations, which helps maintain quality standards and reduce closure rates [11][12][41]. - The policy aims to create a community of shared risks and rewards between the brand and franchisees, lowering the entry barriers for entrepreneurs while avoiding a one-time transaction model [17][19]. - Gu Ming plans to open approximately 3,000 new stores in 2026, with significant support measures including a reduction of 88,800 yuan in franchise fees and a renovation subsidy of 50,000 yuan per store [20][22]. Group 3: Business Performance and Market Strategy - Gu Ming has been expanding its product offerings, including a new coffee line and breakfast options, which have contributed to a revenue increase of 41.2% year-on-year, reaching 5.663 billion yuan in the first half of 2025 [31][32]. - The company operates 11,179 stores, with a focus on deepening its presence in lower-tier markets, indicating a robust growth strategy [32]. - The emphasis on "in-store management" aligns with the industry's shift towards quality service and consumer reputation, which are critical for the success of franchise brands [41][42].