古茗“万店计划”进入冲刺期，携手美团外卖开展全面战略合作

鞭牛士2023-05-26

鞭牛士报道伴随着今年上半年国内消费市场的快速回暖，各大茶饮品牌纷纷重启开店模式，大力扩充全国门店布局，冲刺万店目标。其中，茶饮连锁头部品牌古茗在5月25日携手美团外卖，共同启动了“万店加速项目”。基于美团“BETTER外卖经营体系”，双方将在AI选址、品牌营销和广告投放三个关键领域展开深度合作，以助力古茗在门店扩张和业绩增长上取得新突破。▲现场启动仪式摄影：李锋中国连锁经营协会发布的《2022...

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摄影：李锋中国连锁经营协会发布的《2022新茶饮研究报告》显示，截至2022年底，全国茶饮门店总数已达48.6万家，其中古茗以6778家门店占据第二位，展现出其规模优势。2月，古茗发布了2023年战略目标，计划新增门店超过3000家，总门店数突破1万家，同时聚焦山东、广西、贵州、安徽四个省区的市场开拓。上线美团外卖以来，古茗在该平台上的业务保持高速增长，年复合增长率达59%。古茗CEO王云安表示，在消费提振的大趋势下，茶饮赛道表现亮眼，“在这个过程中外卖平台不仅是重要的销售及推广渠道，更能助力我们积累客群资产，实现品效合一。古茗将全力投入资源，携手美团共创新高度，加速万店目标的实现。”据悉，在双方合作框架下，美团外卖将为古茗提供个性化的AI选址服务，基于古茗的历史数据，通过评估各候选点的客流、竞对、需求量、市场饱和度等多维度因素，定制专属选址打分模型，以确保最佳选址。此外，美团外卖还将提供一站式的品牌经营和人群洞察数据工具，以助力古茗深度洞察用户需求、挖掘市场机会，并在营销方面提供针对不同用户生命周期人群的广告投放服务。▲古茗联合美团外卖推出袋鼠耳朵联名款图源：美团外卖美团高级副总裁、到家事业群总裁王莆中在2023年外卖产业大会上曾表示，今年餐饮万店品牌数量有望翻番。美团外卖推出的以人群洞察为核心的BETTER外卖经营体系，让商户有方法、有工具地实现可持续增长和客群资产沉淀，享受平台运营的“复利”。中国连锁经营协会常务副秘书长王洪涛认为，作为茶饮连锁企业，拥抱即时零售的万亿赛道，持续探索与外卖平台的多元合作，将成为提质增效的重要路径。据悉，此次与古茗的战略合作是“BETTER外卖经营体系”推出后的首批品牌战略合作。美团外卖全国KA业务部负责人范天阳表示：“BETTER体系是美团外卖从‘门店’视角升级为‘用户’视角的系统化总结，可以帮助商家识别不同阶段的用户经营状态，提升用户消费体验，我们期待与古茗一起满足年轻一代消费者的需求。”","kind":null,"is_publish_news":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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