从门店到零售：满记甜品30年的“守正创新”

Core Viewpoint - The article highlights the transformation and growth of Manji Dessert, a traditional dessert brand in Hong Kong, as it adapts to changing consumer preferences and expands its business model into new retail channels, achieving significant revenue growth and market presence [3][5][21]. Group 1: Business Transformation and Growth - Manji Dessert has actively increased its delivery business and expanded its menu to include traditional nourishing products and baked goods, responding to consumer demand [1][2]. - The company reported impressive GMV growth from 4.74 billion CNY in 2022 to 8.77 billion CNY in 2024, with corresponding net revenue increasing from 3.92 billion CNY to 5.78 billion CNY during the same period [3][12]. - The new retail business has shown remarkable growth, achieving a GMV of 2.4 billion CNY and net income of 0.99 billion CNY in 2024, marking a 395% year-on-year increase and accounting for 17% of total net revenue [4][21]. Group 2: Strategic Initiatives - The company has restructured its operations by consolidating its central kitchens and standardizing its menu across regions, enhancing operational efficiency [9]. - Manji Dessert has implemented a frequent menu update strategy, introducing new products monthly to cater to diverse consumer needs and avoid market saturation [10][11]. - The brand has engaged in collaborations with popular IPs to attract younger consumers, enhancing brand visibility and customer engagement [11][19]. Group 3: Market Expansion and Future Outlook - The company is expanding its retail presence, with over 12,000 new retail terminals established by the end of 2024, including partnerships with major supermarkets and convenience stores [19][21]. - Manji Dessert aims to find a "super flagship product" to drive its retail business, with plans to expand into various product categories while maintaining a focus on quality and consumer preferences [23][24]. - The management anticipates significant growth in both direct and franchise operations, targeting 500 direct stores and over 2,000 franchise locations by 2025, with a projected net revenue of 10 billion CNY from new retail operations [41].