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探索餐饮IP合作新路径 呷哺集团旗下品牌湊湊联名国际知名IP米菲
Zheng Quan Ri Bao Wang· 2025-05-12 12:49
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]
湊湊火锅首次联名国际IP米菲,期望带动门店客流提升25%
Cai Jing Wang· 2025-05-12 08:12
Core Insights - The company, 湊湊, is actively expanding its physical presence by opening and renovating stores, signaling a positive growth trajectory. It has partnered with the international IP MIFFY to celebrate its 9th anniversary and MIFFY's 70th anniversary, marking its first international IP collaboration [1][4] - The primary goal of this collaboration is not merely to drive sales but to enhance brand identity and customer engagement through immersive experiences. The company aims for a significant increase in revenue during the collaboration period, targeting a table turnover rate of over 6 times during holidays and a 25% increase in customer traffic [2][3] Brand Strategy - 湊湊 emphasizes the importance of brand alignment in its collaborations, with a focus on creating a warm and inviting atmosphere that resonates with its target audience, particularly families. The partnership with MIFFY aligns with this strategy, as both brands celebrate their anniversaries together [2][3] - The company is moving away from short-term promotional tactics and instead focusing on creating "social currency" through customer-generated content on social media, which enhances brand visibility and engagement [3] Operational Developments - 湊湊 has signed contracts for 6 new or renovated stores, with plans to open more locations in high-quality commercial areas. The company is committed to a "quality over quantity" approach in its expansion strategy [4] - The company plans to innovate its menu by introducing approximately 10 unique broth options by 2025, catering to diverse consumer tastes. It aims to maintain high product quality while optimizing costs through digitalization, reducing raw material costs from 37.4% to 35.2% of revenue by 2024 [4]