文|红餐网

风向变了，鄙视链反转？

zaicanyinzheigejianghuqixinonghoudeshijieli，gezhongshilihuafenqingxi，youruwuxiaxiaoshuozhongdemenpailinli，gehuaijueji，queyoubicishenshi，xingchengleyitiaotiaoweimiaodebishilian。

jianghuzhong，wulundaoguangjianyingdewulin，haishiyanhuoliaoraodecanzhuo，sihujienanyimiansu，yulungegaodi。

zhiyingzhezhiyijiamengmoshi，shiqijiehezuozhimingxingliancaizhishi；laozihaoqingshixinjinwanghong，yinqigenjiweiwen、mingshengxufu；tangshizhenanrongwaimai，renweihouzhexishengfengwei、yiweituoxie；

gaokedanjiapinpaibuxieyudikedanjiatongxing，renweiqijinmanzukoufuzhiyu，nandengdayazhitang；zhuanzhujiyizhefanganguoduyingxiao，youlvqizhongxingshiqingneihan，pianlipengrenbenzhi。

zaizheicuozongfuzadebishilianwangluozhong，zuiweixingmuqiezhenglunbuxiude，dangshuzhiyingyujiamengzhizheng，tamenyouruliangdazhenying，suitongchucanyinjianghu，quechangchangjianbanuzhang，gezhiyiduan。

cengjing，zaimouyixianchengshideyichangcanyinquanfanjushang，zuoyongshubaijiajiamengdiandepinpaizhangmen，jianghudiweishangbujizhangguanshijiazhiyingdiandechuangshiren，buguangzuoweicixuxianshilezunbeizhifen，gongchoujiaocuozhong，yenengkuijianchuqitatongzhuoshikedetaidu。yexuzheiyimuzhengshibishicanyinjianghuduizhiyingmoshidetuichongjiduijiamengmoshideqianzaibiandi。

danzuijinliangnian，xingyefengxiangtubian。xirijianshouzhiyingdebiaoganpinpaimenjingfenfenzhuanxiangjiameng。

zai2023nianqianhou，congchayinsaidaoqi，xianshixicha、naixueyizhi，jierhefulaomian、lekaisapisagenghuanqitou。

jinnianfenggengshen，2yue，jiumaojiujituanxuanbukaifangjiamengyewu，zhengshijiarujiamengdajun；3yue，haidilaozaiguanwangguachushenqingjiamengerweima，gongkaizhaomujiamengshang。

海底捞加盟要求丨图源：海底捞官网

haidilaokaifangjiamengjiujingyiweizheshenme？zheiweijianchizhiying30niandexingyelaodage，cengjingzaiduoshaochanghezhixiayanzhengshengming：“bujieshourenhexingshidejiameng、hezuo、texujingyingdengshenqing，qingguangdaxiaofeizhehetouzizhemingjian”。

erjinqitoubianhuan，gejiacaicepoduo。

kaifangjiamengdaodishizhiyingpinpaipoyuyalidewunaizhiju？haishizhiyingbuguoshipinpaidechujifazhanjieduan，pinpaidejintouzhiyoujiameng？

zheixieshuofaduima？huoxuwomencongzheijinianzhongguocanyinjiamengxingyefashengdeyixiebianhuadedaodaan？

连锁化率显著提升，加盟模式功不可没

genjuhongcanwang《zhongguocanyinfazhanbaogao2023》xianshi，zhongguocanyinshichangliansuohualvcong2018niande12%dao2020niande15%，zaidao2022niande19%，zaidaoquniande21%，jiamengpinpaizaiciguochengzhongfahuileguanjianzuoyong。zhongguocanyinliansuobaiqiangpinpaizhong，jiamengzhenyingzhanjuyadaoxingxiwei，zuyizhengmingjiamengmoshizaituidongxingyeguimohuafazhanzhongdehexindiwei。

qizhong，chayinsaidaozuiweimingxian，chayinmuqianyi49%deliansuohualvzhangepinleizhishou，zhongduopinpaidoushijiezhujiamengmoshixunsukuozhangchongciwandianguimo。

yuji4yue23riganggushangshidechabaidao，jiezhi2023niandi，qimendianzongshuyichaoguo7800jia，dangnianxinkaidianjin1500jia，99%yishangweijiamengdian。tongyangfazhanqiangshidegumingyeyijiamengweizhudao，mendianshuyitupo9000jiadaguan，yinianneixinzengmendian2300yujia，tongyangshixianle99%degaojiamengbili。

zhideguanzhudeshi，muqiandezhiyingbiaoganpinpaizhuanxiangjiameng，yeweixingyezhurulegengduohuoli。

xichayu2022niandikaifangjiameng，duanduanyinianjian，mendianshuliangcong800duojiajizengzhi3200duojia，tongbizengzhanggaoda280%，chenggongkaituolequanguo210duogexinchengshi。naixuedechajinsuiqihou，yu2023nian7yueqidongjiamengyewu，jiezhi2024nian2yuediyichenggongkaishe200jiajiamengdian。

jiamengpinpaidekuaisujueqi，rangbishiliandehuayuquanfashengsongdong。

canyinpinpaijiandebishilianwangwangchengxianzhezishangerxiadetaishi，ruozheyangzhangqiangyuzijidetongshiyouhuibishiburuzijide。danmianduixianzaijiamengpinpaizailiansuohuayushichangjingzhenglifangmiandetuchubiaoxian，sheiyouganqingshineixieshizhanlvkuaisuzengzhangdejiamengpinpaini？

品牌方与加盟商的双向升级

mouzhongyiyishang，jiamengshichangdecaijihuzhuoyijingjieshu，weilainengliuxialaidezhinengshizhuanyexuanshou。

jingguozheixieniangeleiyulonghunzadekuaizhaopinpaishichangjiaoyu，chuangyezhedezhenbienengliyijingzhubutisheng，jiazhiyixieexingjiamengshijiandepuguang，yulundeyaliyeposhijianguanlidubuduanshengji。

haiyoushichangjingzhengjiaju，xingyeneijuandaobipinpaishengji，ruguoniquguanglezheiliangniandejiamengzhan，nijiuhuimingxianfaxian，jiamengpinpaidezhiliangyijingyuelaiyuegaole。

tongshi，jiamengshangquntibenshenyeyoumingxianshengji，xiaobaichuangyezheyaomejinhuaweizhiyejiamengshang，yaomecandanlichang。eryigerenkaiduojiamendiandechaojijiamengshangquntiriyizhuangda，zheixiezhiyejiamengshangyounengyuyouzhijiamengpinpaixingchengliangxinghudong。pingjiegaoxiaozhixinglituidongpinpaikuaisufazhan，xiangjile1987nianchukendejijinruzhongguoshidailaidejiamengshichangfanrong。

yifangmian，zhiyejiamengshangzhujianchengweipinpaituozhandezhongjianliliang。yigumingjiamengshangweili，jingyingliangnianyishangdepingjunmeirenyongyou3.1jiamendian，75%chenggongyunyingliangjiajiyishangjiamengdian。tamenyiguimohua、biaozhunhuadefangshizhupinpaikuaisubuju，zhanxianqiangdadeshangyeyunyingshili。

古茗经营数据丨图源：古茗招股书

lingyifangmian，zhiyejiamengshangzaiyupinpaigongtongchengzhangguochengzhong，yeshouhuofenghouhuibao。genjugumingzhaogushuxianshi，gumingjiamengshang2023nianjingyinglirundadao37.6wanyuan，zishenjiamengshangpingjunyunying3jiayishangmendian，nianyinglikeda60wanzhi70wanyuan，shixiancaifuwenbujilei。

zheizhonggunxueqiushidechenggongmoshi，cuishengleyipi“chaojijiamengshang”，tamenzhangkongduojiapinpaimendian，shenzhikuapinpaijingying。zheileiquntiwangwangshenangepinpaijingzhengcelve，zuoyongfengfudedifangziyuanyuguangfandewuyeyoushi，yirenhuixiashushijianaizhishangbaijiabutongpinpaidejiamengmendianyifeiqiwen，ershixianshizhongdeshangyejiaocai。

dangran，zaicibeijingxia，jiamengshichangchengxianchugengweiyanjindeshuangxiangxuanzejizhi。zhimingpinpaifenfentaigaojiamengmenjian，gaobiedanchunyizijinlunyingxiongdecufangshidai。yihaidilaoweili，chulekaifangjiamengshisheding1000wanzijinmenjian，jiamengduixiangxiandingzaijigoutouzizheheyoujingyingjingyandeqiye，erbuzhenduiputongtouzizhehuozhegerentouzizhe。

加盟模式的多样化给双方更多选择

zaicanyinjiamengshichangdeyanjinlichengzhong，jiamengmoshiyejinglileduocichuangxinyuxifen，rujincanyinjiamengshichangyixingchengyitaofengfuduoyuandetixi，hangaineibuhehuo、lianying、dandianjiameng、quyujiameng、duodianxing、tuoguandengduozhonghezuomoshi。zheizhongduoyangxingbujinweipinpaifangtigonglelinghuodezhanlvebushugongju，yeweijiamengshangchuangzaolegengguangkuodexuanzekongjian，shixianshuangfanggongying。

guoqu，pinpaifangduijiamengmoshidegulvzhuyaoyuanyuduipinpaixingxiang、fuwuzhiliang、biaozhunhualiuchengdengfangmiandedanyou。rujin，pinpaifangyishidaokeyitongguodingzhihuajiamengcelve，linghuoxuanzehuozuhebutongdejiamengmoshi，yishixianzishenfazhanmubiao。

yihaidilaoweili，qikaifangjiamengdehezuogengleisituoguanmoshi，shijishangshipinpaifangshendujierumendianyunyingdeyizhongxingshi。haidilaofuzejiamengdianderichangyunying、jixiaokaohe、renshizhaopin、huiyuanguanli、gongyingliandenggongzuo，quebaoguketiyan、fuwubiaozhun、yunyingguanlidenghexinyaosuyuzhiyingdianbaochiyizhi。zheizhongmoshixia，jiamengshangchutouruzijinwai，gengguanjiandeshitamenweipinpaitigongleduidangdishichangdeshenrurenzhiyuziyuanwangluo，jiangdilepinpaizaixinshichangdexinxihuoquchengbenyufengxian。

海底捞加盟支持丨图源：海底捞官网

xichazaifeiyixianchengshituixingdeshiyehehuomoshi，zeshiyizhongqiangdiaojiamengshangshenducanyu、gongtongchengzhangdehezuomoshi。xichaduizijinshili、xuelibeijing、congyejingli、shichangdongchanenglidengtiaojianjinxingyangeshaixuan，bingyaoqiuhehuorenjieshouweiqisangeyuedequanzhipeixunyukaohe，quebaoqijubeiyunyingxindiansuoxudezhuanyezhishiyujineng。zheizhongmoshigulijiamengshangbujinshizibendetigongzhe，gengshipinpaidegongjianzhe，tongguoquanfangweidecanyuyupeixun，tigaoxinkaimendiandeyunyingzhilianghechenggonglv。

喜茶多样化的加盟组合方案丨图源：喜茶小程序

jiamengmoshideduoyanghua，shidejiamengshangzaixuanzehezuofangshishiyoulegengdadelinghuoxing。tamenkeyigenjuzishendezijinzhuangkuang、guanlijingyan、diyuyoushiyijiduicanyududeqiwang，xuanzezuishihezijidejiamengmoshi。wulunshixuanzetuoguanmoshi，jiezhupinpaidezhuanyeyunyingnenglishixianzibendegaoxiaoliyong，haishitoushenshiyehehuo，shenducanyupinpaijiansheyumendianyunying，douweijiamengshangtigongleshixianshangyebaofudebutonglujing。

结语

shangyemoshibingmeiyougaodiguijianzhifen，suoweidebishilianyebuguoshiquanneizhangjiuyilaixingchengdejiazhipinggutixian，tasuishichanghuanjingyuxingyerenzhidebianhuaerbian。

zhiyingpinpaikaifangjiamengjishiduixinshangyemoshidetansuo，yeshiyingduishichangxuqiudediaozheng，zhidesuoyoucanyinrendegulihezanshang。weilai，jiamengmoshiyewuyijixubanyanzhongguocanyinxingyeliansuohualvtishengdeguanjianjiaosebansuizhexingyedefazhan。