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传统甜品遭新茶饮夹击,30岁满记甜品再出发
3 6 Ke· 2025-04-29 02:11
Core Insights - The article discusses the 30th anniversary of the Hong Kong dessert brand, 满记甜品 (Mango Dessert), highlighting its recovery from a challenging period and its plans for future growth [1][3]. Financial Performance - In 2024, the traditional store business achieved a total net income of 478 million yuan, a year-on-year increase of 5%, with a corresponding GMV of 635 million yuan, up 14% [1]. - The number of offline stores grew from 193 at the end of 2023 to 243 by the end of 2024, representing a 27% increase [1]. - The new retail business generated a GMV of 240 million yuan and a net income of 99 million yuan, marking a significant year-on-year growth of 395% [3]. Strategic Goals - The CMO of 满记甜品, Duncan, stated that the company aims to focus on consumer satisfaction over the next 3 to 5 years, with plans to expand to 500 direct stores and achieve 1 billion yuan in net revenue from both direct and retail businesses [3]. - The company also plans to have over 2,000 franchise stores, targeting 1 billion yuan in franchise revenue while continuing to penetrate lower-tier markets [3]. Historical Context - 满记甜品 was founded in 1995 and quickly gained popularity in mainland China, reaching a peak of over 500 stores and 1 billion yuan in overall performance by 2018 [4][6]. - The brand's initial success was attributed to its unique hand-crafted fruit desserts, which differentiated it from competitors [4][6]. Market Challenges - The dessert market has become increasingly competitive, with brands like 许留山 and 鲜芋仙 also facing declines due to the rise of tea and coffee brands [11][12]. - The shift in consumer preferences towards convenience and takeaway options has posed challenges for traditional dessert brands, which historically focused on dine-in experiences [12][13]. Recent Developments - Following a period of negative publicity and store closures, 满记甜品 secured new strategic investments to enhance its new retail business and franchise operations [18][20]. - The company has initiated a comprehensive transformation, including management changes, product innovation, and a focus on takeaway and delivery services [20][21][22]. Future Outlook - The dessert market in China is projected to grow from 1,120 billion yuan in 2019 to 1,715 billion yuan in 2024, with tea-infused desserts capturing a significant market share [28][31]. - 满记甜品 is adapting its product offerings to include portable options and expanding into new retail channels, aiming to regain market share and appeal to younger consumers [32].
从门店到零售:满记甜品30年的“守正创新”
华尔街见闻· 2025-03-03 11:37
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].