304am永利-竞争白热化，便利店如何借势联名实现引流？

第39届国际玩具和潮玩（深圳）博览会

2027年3月31-4月2日 深圳国际会展中央（宝安区）

最近几年，便当店的竞争压力愈来愈年夜。一方面是门店数不停增长——中国连锁谋划协会发布的《2026年中国便当店TOP100》显示，2025年，中国排名前100的便当店品牌门店数合计20.8万家，比上年净增约1.1万家，增幅为5.6%。一方面是来自其他近似渠道的打击愈加激烈，如量贩零食店、零食扣头店等门店数目激增，多开于阛阓、小区、黉舍等周边地域，发卖品类笼罩日用百货，价格极具上风，对于便当店影响较年夜。

为应答竞争，多家品牌便当店不约而同地将眼光聚焦到联名授权范畴，经由过程与知名IP、品牌互助打造联名款的方式吸引更多消费者到店；还有会将品牌联名周边引入门店，推出“买指定产物增周边”等勾当，以此获取更多主顾。

美宜佳×猪猪侠

6月尾，美宜佳于29周年店庆之际，官宣了与国产动画知名IP“猪猪侠”的联名互助。本次勾当以“猪猪侠陪你过盛夏”为主题，自7月1日正式最先，为期1个月。

针对于本次联名勾当，美宜佳推出了猪猪侠爽爽变冷杯、贴纸、清冷伞、呼呼扇、手办等周边产物，重要以满赠、抽奖等情势发放，如消费者到店消费满15元便可领取联名贴纸，同时可经由过程美宜佳小步伐抽取联名周边；到店消费还有享受同品第二件半价的优惠。

思量到此刻年青消费者更偏向外卖或者直播购物，美宜佳还有推出外卖勾当，即下单满额可领取贴纸；于品牌直播间还有可抽取联名周边，和年夜额满减券等。部门区域的美宜佳店还有推出个性化勾当，好比存眷湖北美宜佳小红书账号，留言互动抽闲调电扇等。

▲美宜佳联袂“猪猪侠”开展联名勾当

“猪猪侠”官方小红书账号亦共同这次联名，推出“我的美颜参数是…”主题打卡勾当，鼓动勉励消费者拍下于美宜佳门店发明的“猪猪侠”身影，带指定话题、图片发布条记，并存眷IP、品牌方账号，即有时机得到神秘礼品——此举有助在扩展联名勾当声量、加强IP与粉丝的互动交流。

罗森×如鸢

7月13日，罗森与国产年夜热沉浸式剧情卡牌手游《如鸢》联名勾当正式开启。两边这次联名勾当内容富厚，涵盖联动周边、满赠、集点兑换、合影记念打卡、主题门店限时勾当等等，将连续到8月9日。

这次联名的联动周边商品涵盖食玩类，如燕麦脆巧克力内含巧克力与限制保藏卡、袋装茶礼盒内含茶包与专属人物亚克力杯垫、造型山查棒包括山查棒与联动贴纸；谷子周边类，如摇摇金属徽章、磁吸毛绒挂件；用品类，如蒸汽眼罩（含随机亚克力转转挂件）、手持电扇。

▲罗森与“如鸢”联动周边商品

满赠勾当可经由过程线上线下渠道介入，赠品为“如鸢×罗森联动合影透卡”，共5款。于罗森IP购小步伐、京东自营旗舰店、天猫旗舰店，以和25家联名主题店、部门地域罗森便当店，消费者采办周边商品单笔定单每一满68元可随机得到1款透卡。留意，每一款周边产物均设置单笔定单限购数目。

集点兑换勾当于天下地域罗森业务门店开展。消费者于门店采办集点商品，结账时扫描罗森点点APP/小步伐会员码得到对于应点数；集满指定点数后可点击“集点兑换”按钮，兑换1个“如鸢×罗森联动石膏阔喷鼻石”（共5款）。

▲罗森与“如鸢”联动勾当赠品/限制品

此外，还有有联动娃娃机勾当，即于设有抓娃机的罗森门店推出限制毛绒挂件，消费者可之前往门店介入，单次抓取价格为10元；相框合影记念勾当是与JUST.FOTO互助开展，可经由过程JUST.FOTO年夜头贴小步伐找到四周装备，选择“如鸢罗森联动系列”相框举行合影；主题门店的“绣衣祈愿·拘束抽奖”“夏季鸢语·互动集章”等限时勾当。

全家×非人哉

本年，全家与“非人哉”的联名勾当延续时间较长，自6月1日正式开启，延续至7月还没有竣事，以联名仙人甘旨、集点兑换/买赠限制周边、主题店肆等情势为主。

6月，全家联手“非人哉”打造“全家夏季仙人搭子”主题勾当，于天下设立29家主题门店，供粉丝打卡；限制冰杯、限制包材，如购物袋、炸鸡盒、湃客咖啡杯等均改换为“非人哉”主题；采办指定食物/饮品可获赠联动包材，如采办姜黄燕麦拿铁随机赠予1款杯套（共7款）等。

全家与“非人哉”的联动周边更是富厚，包括纸巾袋（1款）、文件夹（2款）、好运挂件（7款）、斜挎手机绳（2款）。消费者购物满15元可集1点，集享会员、尊享会员可别离以差别集点兑换周边产物。还有有IP主题包装甘旨食物，如曲奇薄荷味冰冰包、芝士番茄肉酱意面、冰摇酸奶罐等。

进入7月，全家与“非人哉”互助开启第二弹，涵盖美食篇，重要是将IP形象融入包装袋、杯身；周边类，包括亚克力挂件（9款）、无纺布袋/编织袋、全棉毛巾、手机挂绳（小玉款/年夜圣款）等，均是经由过程集点兑换的情势获取。

▲全家与“非人哉”的联名周边

7-ELEVEN×风火轮

7月中旬，7-Eleven发售了与车模品牌风火轮的联名限制款车模，激发泛博车模喜好者的存眷与抢购。

7-Eleven官方账号发布信息显示，该联名款的原型车是2017 Nissan GT-R (R35)，经典日系跑车；属在风火轮银标（Silver Series）联名款；车身搭载7-Eleven主题定制涂装，涂装细节比基础合金车更富厚，兼具意见意义与保藏价值；配备7-Eleven专属包装，印有2026 Edition限制标识；单款车模零售价39元。

▲7-Eleven与风火轮联名限制款

除了了互助品牌推出联名限制款外，7-Eleven近期还有开展采办指定商品送周边勾当，如采办指定喜茶产物满19.9元赠予1件喜茶灵感帆布袋、采办指定维他产物满10件赠予1个维他PINGU冰霸杯、采办6件阳光茶系列产物赠予1个阳光茶线条小狗胖胖杯、采办指定百事产物满20元赠予1件百事奇奥斜挎包（迪士尼米奇联名）等等。

有用引漂泊地履行有争议

这些互助对于便当店的引流作用怎样？按照社交平台网友的分享，引流效果简直有，特别是热点IP/品牌、限制款产物吸引力更年夜，好比7-Eleven与维他的联动勾当吸引多量消费者前去门店，部门门店更是排起长队；“如鸢”的粉丝为买到周边产物持续跑多家罗森便当店；美宜佳限制的“猪猪侠赚1个亿”年夜娃手办遭到超多粉丝追捧等。

▲“猪猪侠赚1个亿”年夜娃手办

同时，消费者春联名勾当落地履行存于较年夜的定见，好比便当店已经经官宣了勾当内容、起止时间，但消费者到店却被奉告没有周边/赠品、联名款还没有到店等；同个品牌的差别门店勾当内容有差异，存于能打卡、有周边、不克不及抽奖，或者是有满赠勾当但无盖印、抽奖等环境。

致使这些问题呈现的重要缘故原由是便当店门店数目太多，且年夜大都是加盟店。一般来讲，经济较为发财地域的门店会是这种勾当的主力场，会较早做好勾当预备事情；年数较轻/网感较强的加盟商也能预判勾当的影响力，对于勾当器重水平较高。而非经济发财地域的门店、年数较年夜的加盟商则往往缺少相干意识，由此就呈现了网友分享的“店长是个年夜叔，彻底不知道周边”“我拿出图片给他看，他才找出来贴纸给我”等环境。

再者，便当店作为以满意消费者即时性、便当性需求为焦点的小型零售业态，主打业务时间长（常为24小时）、商品精选一样平常糊口所需品等特色。于自助售卖机、即时零售、零食扣头店等业态快速成长确当下，便当店的上风正于逐渐削弱。短期的联名授权当然能吸引主顾、促成发卖，但其实不能转变其面对的困境，怎样晋升自身的竞争力、顺应不停变化的消费市场是每一个便当店品牌都应思索的问题。

来历：深圳国际授权展 中外IP授权；作者：Aries

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