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Beijing News (Reporter Qin Shengnan) A Beijing News reporter learned on July 31 that Meituan has reached a strategic cooperation with the restaurant chain brand Tai Er Pickled Fish, and will carry out more exploration in business segments such as home delivery and in-store delivery, and plans to open 50 brand satellite stores in 2024.

Guan Yihong, Chairman of Jiu Mao Jiu Catering Group, the company that owns Tai Er Pickled Cabbage Fish, Wang Puchong, CEO of Meituan's core local business, and the relevant business leaders of both parties jointly participated in the signing at Meituan's headquarters. According to the content of the cooperation, Tai Er Pickled Cabbage Fish will carry out new cooperation with Meituan in all scenarios of takeaway and in-store, including opening brand satellite stores and jointly exploring marketing model innovations such as "God Members".

Brand satellite stores and God Members are both innovative businesses of Meituan in the local business field. Xue Bing, general manager of Meituan Takeaway, said on the spot that he hopes to help catering companies achieve more efficient operations through the satellite store model. Previously, 120 chain catering brands such as Haidilao and Lao Xiangji have opened nearly 800 satellite stores, exploring ways to reduce rental costs while using takeaways to achieve efficient operations. "God Members" went online in early July, opening up multiple scenarios for takeaways and in-store consumption. Wei Wei, general manager of Meituan's in-store catering business department, said that they will explore membership operations on the platform with cooperating chain brands to help brands improve user stickiness, identity, and surprise from more levels.

The two parties said they plan to open 50 brand satellite stores in 2024. Meituan Waimai will provide one month's commission rebate for new Tai Er Pickled Fish brand satellite stores opened in 2024, and provide traffic support for new brand satellite stores to help stores generate more orders. In addition, it will also provide professional satellite store operation guidance and delivery services.

Editor: Zhu Fenglan

Proofread by Wang Xin