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中信股份收购麦当劳中国业务 到2022年底内地麦当劳餐厅将增至4500家
之所以山寨品牌在三四线城市拥有一席之地,说明这些区域还存在市场空白,对此,新麦当劳中国首席执行官张家茵表示预计到2022年底,中国内地麦当劳餐厅将从2500家增加至4500家,开设新餐厅的速度将从2017年每年约250家逐步提升至2022年每年约500家。届时,约45%的麦当劳餐厅将位于三四线城市,超过75%的餐厅将提供外送服务。
但是要想把门店铺下去可绝对不是那么简单,本土化的资源是必不可少的重要因素。金融业内人士向记者表示麦当劳与中信的牵手正源自于中信银行背后庞大的资源库,毕竟中信作为一家全国性的综合业务公司,在三四线城市拥有许多银行网点,随着整体金融下沉趋势日益明显,当地银行对市场的深入了解,可以与麦当劳进行资源共享。“预计在中信接手后,麦当劳中国业务将迎来更快的再次扩张。首先,中信的地产和金融资源将帮助麦当劳更快、更高效地扩张;其次,中信的地产资源也将在一定程度上降低麦当劳原先的租地成本,提升毛利率;再次,中信的政府背景会让麦当劳在中国地区的业务拓展有多方面受益。”
的确,当麦当劳寻求更多的市场空间时,对于中信而言,这一次收购也绝对不是一个赔本的买卖。张懿宸表示,中信是中国改革开放的窗口公司,从初期主要注重于基建、重工业,后来转换到金融、房地产,中信本身的资产结构和国家经济结构非常类似,我国的经济在从投资转向消费,中信在集团的五年计划中也提出要向这个方向转换,麦当劳机会的出现是中信进入消费领域一个非常好的切入点。
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