Core Insights - The collaboration between the high-end hotpot brand "湊湊" and the international IP "米菲MIFFY" aims to enhance brand perception through an immersive themed experience [1][2] - The initiative is part of 湊湊's strategy to leverage IP partnerships to drive consumer engagement and brand loyalty [2][3] Group 1: Collaboration Details - 湊湊 will launch themed packages and merchandise across its nationwide stores, including special meals featuring 米菲-shaped products [1] - The collaboration is expected to significantly boost revenue during the campaign, with a target of achieving a table turnover rate of over 6 times during holidays and increasing store traffic by 25% [1] Group 2: Strategic Goals - The partnership is seen as the starting point for 湊湊's IP collaboration strategy, with plans to evaluate 2-3 additional IPs for future partnerships [2] - The company aims to enhance its digital marketing efforts and improve brand penetration among its existing 40 million members [2] Group 3: Industry Context - The collaboration reflects a broader trend in the restaurant industry towards innovative partnerships, enhancing brand value and consumer experience [2][3] - Other brands, such as 瑞幸咖啡 and 星巴克, have also engaged in similar collaborations, indicating a growing trend in the market [2] Group 4: Operational Strategy - 湊湊 plans to open 6 new or renovated stores this year, with over 10 additional projects in negotiation, focusing on quality over quantity in prime commercial locations [3] - The company has established a supply chain to ensure food quality, with a processing capacity of 4,000 sheep daily and an annual output of 15,000 tons [3] - Cost optimization efforts are projected to reduce the proportion of raw material costs from 37.4% to 35.2% by 2024 [3]