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2024年前九个月蜜雪电商渠道收入为2.087亿元,
2024年前九个月蜜雪电商渠道收入为2.087亿元,
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所属报告:
蜜雪集团(2097.HK)-港股公司首次覆盖报告:高效平价“甜蜜流”+IP引力加速“链”接全球-250719(59页).pdf
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商业模式切换 “生态型增长”,通过零食、电商追求 IP流量多元变现。借助集团供应链基础和 IP 变现能力,公司商业版图向周边文创及低价零食赛道延伸,2022年初蜜雪推出周边产品—雪王跳舞公仔该公仔,在二手市场一度被炒到 530 元。据每经报道,“雪王魔法铺”自创立以来,所有门店、线上运营的各大主流电商平台累计销售产品超过 9000万件,2024年双十一蜜雪冰城的咸蛋黄糯米锅巴当月有 1万+人付款,2024Q1-Q3 蜜雪电商渠道收入为 2.087 亿元。根据招股书,蜜雪约 12%募集资金专项(约 3.6亿人民币)投入 IP 建设,形成“饮品+IP 周边”双收入模型,实现从单一饮品品牌向“IP生态型消费巨头”转型。
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当前图表所属:
蜜雪集团(2097.HK)-港股公司首次覆盖报告:高效平价“甜蜜流”+IP引力加速“链”接全球-250719(59页).pdf
多个茶饮品牌出海美国、欧洲、中东等地区
2023年蜜雪集团在中国饮料行业的市场份额已达到3.1%,排名第五
截至2024年9月30日,蜜雪集团共拥有海外门店约4800家,其中4762家位
蜜雪冰城产品采取大单品策略,前五大产品销量占比41.2%
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