餐饮行业IP联名风正盛。5月12日，呷哺集团旗下高端火锅品牌湊湊宣布与国际IP米菲MIFFY开启为期 三个月的深度联名合作。据了解，本次活动湊湊将在全国门店推出联名套餐、周边产品，并设置主题门 店。 事实上，近年来，餐饮行业的IP联名十分频繁。餐饮品牌跟著名IP联名，一方面能够借助IP的强大粉丝 基础和知名度，迅速破圈，为品牌带来显著的流量增长。另一方面，通过与IP在产品、服务、环境等多 方面的深度融合，给消费者带来独特的沉浸式体验，强化品牌记忆点，实现差异化竞争。 尤其在饮品领域，通过跟热门IP联名，推出特色包装、周边，以及联名饮品等，门店排起长队的情景时 有发生，社交平台上相关话题热度也居高不下。 本报记者 许礼清 北京报道 对于联名米菲给门店销售带来的拉动作用，湊湊相关负责人表示，此次联名活动的核心目标并非单纯追 求销售增长，而是希望通过与米菲IP的融合，进一步强化品牌特色。在业绩层面，公司期望活动期间营 收较平日实现倍数级增长，假日翻台率目标为6次以上，同时带动门店客流提升25%。 如何避免"昙花一现"的营销效应？对此，湊湊相关负责人认为，真正的IP联名应是品牌精神的乘法效 应，而非流量加减法。除常规 ...

Core Viewpoint - The collaboration between the high-end hotpot brand "湊湊" and the international IP "米菲" aims to enhance brand differentiation through customized packages and member benefits, amidst a challenging market environment characterized by intensified competition and brand homogenization [1][3]. Group 1: Collaboration Details - The partnership is a three-month phase, with plans for dynamic evaluation based on consumer feedback, and additional IP collaborations are being considered [3]. - The collaboration includes special packages for different group sizes and a children's menu featuring 米菲-themed products, alongside an upgraded membership system offering exclusive merchandise [3]. - The primary goal of the collaboration is not just sales growth but to deepen the integration with the 米菲 IP to strengthen brand identity, targeting a revenue increase during the collaboration period and a 25% boost in store traffic [3][4]. Group 2: Market Challenges - 湊湊 has faced significant challenges, including the closure of 73 stores within a year, resulting in a net reduction of 60 stores, leaving only 197 operational locations [6]. - The financial performance of the parent company, 呷哺集团, has shown a continuous increase in net losses over the past four years, totaling nearly 1.2 billion HKD, with 湊湊 accounting for a substantial portion of these losses [6]. - The brand's table turnover rate has declined from 2 times per day to 1.6 times, indicating ongoing market performance issues [6][7]. Group 3: Industry Trends - The trend of IP collaborations in the restaurant industry has surged, with over 20 such activities reported in the first quarter, indicating a growing strategy to leverage popular IPs for customer engagement [8]. - Successful IP collaborations can significantly enhance brand visibility and customer experience, but brands must avoid superficial partnerships that do not align with their core values to ensure long-term impact [9]. - The key challenge for brands is to convert the temporary traffic generated by IP collaborations into lasting customer loyalty, emphasizing the importance of integrating these initiatives into broader brand strategies [9].