在线用户突破4亿_老虎社区_美港股上老虎 - 老虎社区

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iclass
11-13 18:37

在线用户突破4亿

盯上310亿客流，头部品牌“扎堆”开进地铁

来源丨餐企老板内参作者丨内参君图源丨Midjourney打工人福音！“牛马粮草站”涌进北京地铁周一早上九点，内参君来到位于1号线国贸地铁站C口的瑞幸咖啡门店。刚上扶梯，瑞幸咖啡醒目的蓝色品牌便映入眼帘。10月31日开业的这家瑞幸，是首家入驻北京地铁的咖啡店。

盯上310亿客流，头部品牌“扎堆”开进地铁

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system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr3i1pw87\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">来源丨餐企老板内参（ID：cylbnc）</span></span></strong></strong></span></p><p center=\"\" para=\"\"><span mpa-font-style=\"mhvr39qu15cb\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr3i1pta7\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">作者丨内参君</span></span></span></p><p center=\"\" para=\"\"><span mpa-font-style=\"mhvr39qu15cb\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr3i1pta7\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">图源丨Midjourney</span></span></span></p><p><span><span><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" justify=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/b270549beddf4ca394d1ee17d5db07b9\"/></p><p><strong mpa-font-style=\"mhvr39qu218i\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr3mrl1mx7\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">打工人福音！</span></span></strong></p><p><span mpa-font-style=\"mhvr39qu242\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr3mrl1v3q\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">“牛马粮草站”涌进北京地铁</span></span></span></p><p><span mpa-font-style=\"mhvr39quo81\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">周一早上九点，内参君来到位于1号线国贸地铁站C口的瑞幸咖啡门店。刚上扶梯，瑞幸咖啡醒目的蓝色品牌便映入眼帘。10月31日开业的这家瑞幸，是首家入驻北京地铁的咖啡店。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1mha\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">这家门店紧挨着通勤人流主通道，采用“快取店“的模式，面积大约20㎡，不设独立用餐区，顾客可以通过手机线上点单，到店窗口自取的方式完成购买。</span></p><p><span mpa-font-style=\"mhvr39qugev\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">内参君注意到，这家瑞幸咖啡的取餐窗口利用隔栏清晰划分站内与站外区域，无论是出站乘客，还是换乘人群，都能在不干扰通行的前提下购买和领取咖啡。</span></span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/e1faed4578cf421ca599928cf8f5c3c3\" width=\"2371\"/></span></p></span><p><span mpa-font-style=\"mhvr39qujit\"><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr45wvm9\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">摄图：内参君</span></span></p></span></p></span></span></p><p><span mpa-font-style=\"mhvr39quu9s\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">内参君亲测，在地铁上通过“瑞幸咖啡”小程序下单，出站后步行约三分钟到达门店，咖啡已经制作完成，到取餐窗口拎上打包好的咖啡就能直奔公司上班，丝毫不耽误通勤时间。</span></span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/749f4ddd02244025b733c67cd0973f07\" width=\"3848\"/></span></p></span><p><span mpa-font-style=\"mhvr39qu1fl7\"><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr4e4d2ev\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">摄图：内参君</span></span></p></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qurx4\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">据北京地铁相关负责人介绍，该门店利用地铁站内“碎片化”空间改造而成的，通过将原有售票设施升级为餐饮服务，在保障通行功能的前提下，无缝嵌入生活服务。</span></p><p><span mpa-font-style=\"mhvr39qu24yf\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">这一创新模式也在社交平台上引发热议，网友们亲切地将其称为“通勤牛马的粮草站”。</span></span></p><p><span mpa-font-style=\"mhvr39qu4hp\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">不止瑞幸，内参君发现肯德基近期也悄然进驻了地铁站。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu249z\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">每逢工作日的早晨，14号线望京站的换乘通道里，肯德基早餐车前总能看到排队的乘客。</span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39quwqm\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">据店员透露，早餐车的供应时间为早上7:30-10:00，提供帕尼尼、吐司、咖啡豆浆等多款套餐。所有餐食都放在可以加热的保温箱里，乘客手机扫码点单，店员从保温箱里拿出准备好的餐品，一分钟之内即可取到热腾腾的餐食，刚拿到手的热美式甚至还烫手。</span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1bny\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">如果时间充裕，消费者还可以在早餐车后设置的小桌子旁稍作停留，吃完再走。</span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/a1dd3796bc1746a5866aca766e50288d\" width=\"6144\"/></span></p></span><p><span mpa-font-style=\"mhvr39qucrl\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">今年9月以来，北京地铁的多个站点还出现</span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">了“<a href=\"https://laohu8.com/S/MPNGY\">美团</a>食光机”的身影。</span></span></p><p><span mpa-font-style=\"mhvr39qupvx\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">内参君发现，“<a href=\"https://laohu8.com/S/03690\">美团</a>食光机”以餐车和自提柜两种形态嵌入地铁站，消费者可以通过小程序提前预约，到站凭码自取，也可以现场扫码即时购买，取餐时间为8点至9点半。餐品均来自宏状元、田老师、<a href=\"https://laohu8.com/S/605020\">永和</a>大王等品牌，涵盖油条蛋饼、包子、豆浆、粥品等，为偏爱传统口味的上班族提供了新的选择。</span></span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/f1f364cedca44e0b9497943961ca4336\" width=\"1055\"/></span></p></span><p><span mpa-font-style=\"mhvr39qutis\"><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr4oht1p9f\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">图源：大上海商业地产俱乐部</span></span></p></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" justify=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/beabf3d805d6489b991d410db43e3935\"/></p><p><strong mpa-font-style=\"mhvr39qu1hyp\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr4tvu1gpk\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">头部品牌“下沉”新阵地</span></span></strong></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1wr8\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">不光是在北京，近年来全国多个城市的地铁站内，陆续涌入头部餐饮品牌的身影。</span></p><p><span mpa-font-style=\"mhvr39qu1f8a\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">在咖啡与茶饮领域，各品牌都在加速拓展地铁空间。</span></span></p><p><span mpa-font-style=\"mhvr39qu1rrs\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">今年9月，瑞幸咖啡在广州地铁陈家祠站开设了广州地铁首店，之后陆续进驻了广州地铁10号线、12号线的多个站点。此外，深圳、济南、天津等城市的地铁站也陆续出现了瑞幸的身影。今年6月以来，蜜雪冰城先后进驻贵阳地、郑州、济南等多个城市的核心地铁站点。</span></span></p><p><span mpa-font-style=\"mhvr39qu9cr\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">更早之前，Tims天好咖啡联合旗下炸鸡汉堡品牌Popeyes，在上海地铁14号线沿线站台内开设门店，并规划开设多家门店，为周边上班族提供“咖啡+暖食”的便捷选择。</span></span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/13f273be72a14b008cca7a6fa886e222\" width=\"1920\"/></span></p></span><p><span mpa-font-style=\"mhvr39qu1zd1\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">快餐巨头则瞄准通勤人群的便捷性需求，以智能化、无人化的形式切入地铁场景。</span></span></p><p><span mpa-font-style=\"mhvr39qud8u\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">2023年起，肯德基、<a href=\"https://laohu8.com/S/MCD\">麦当劳</a>等快餐品牌陆续将无人餐车开进地铁站，覆盖全时段消费需求。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qugmw\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">顾客可以通过扫描车身二维码选择套餐并支付，支付完成后自助取餐。部分车型还配备透明窗口，可实时查看套餐剩余情况。 ‌</span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/de7d37b2337d43e2a171cb12fc58cc9b\" width=\"2956\"/></span></p></span><p><span mpa-font-style=\"mhvr39qu9bi\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">除此之外，零售与便利店品牌也在加速抢占地铁商业场景，为打工人提供早餐选择。</span></span></p><p><span mpa-font-style=\"mhvr39qu1gfm\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">2024年4月，罗森便利店在北京地铁雍和宫站、平安里站等6个站点同步开店；今年起又接连在12号线、3号线开出15家门店。截至2025年2月，北京地铁站内的罗森门店总数已超过50家，店内商品涵盖饭团、便当、寿司、粥品等。</span></span></p><p><span mpa-font-style=\"mhvr39qu16kv\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">7-Eleven近年来也在持续拓展地铁布局，陆续进驻成都、上海、深圳、北京等城市的多个地铁站点。年初，7-Eleven还与苏州轨道交通集团签署合作协议，计划今年在苏州地铁新开20家门店。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" justify=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/4fe07a18e09f4babb4c7d4d60998dc76\"/></p><p><strong mpa-font-style=\"mhvr39qurc\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr54ha1fge\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">超310亿人次客流</span></span></strong></p><p><span mpa-font-style=\"mhvr39qu27j\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr54hamlw\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">品牌盯上了这块“肥肉”</span></span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1ew1\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">从连锁餐饮巨头到本土小店，品牌正集体将门店“嵌入”地铁通道，说到底还是因为盯上了地铁背后的庞大消费潜力。</span></p><p><span mpa-font-style=\"mhvr39qu16ws\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">作为“基建大国”，中国地铁覆盖越来越广。据中国经济网报道，截至2024年底，中国内地（不含港澳台）共有58个地级市及以上城市，开通了361条城市轨道交通运营线路，运营总里程达12160.77公里，其中地铁9306.09公里，占总里程的76.53%。</span></span></p><p><span mpa-font-style=\"mhvr39qu16a6\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">交通运输部速报数据显示，全国城市轨道交通2024年完成客运量322.57亿人次，</span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">其中地铁客运量达到310.42亿人次，北京、上海、广州、深圳等城市的年客流量均突破30亿人次。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu4t4\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">如此庞大的通勤人群构成了稳定且高频的消费客群，这为品牌提供了天然的流量池。</span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/bcb349e82d14428b8822ca48ebd4db43\" width=\"3000\"/></span></p></span><p><span mpa-font-style=\"mhvr39qun40\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">这股地铁开店热潮的背后，也离不开一系列政策的推动。</span></span></p><p><span mpa-font-style=\"mhvr39qu1c15\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">2024年12月1日起，我国《城市公共交通条例》正式实施，《条例》进一步明确了城市公共交通优先发展战略。</span></span></p><p><span mpa-font-style=\"mhvr39qu249v\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">在此基础上，北京市对有条件的地铁站进行开发，设置了便利店、文创店、快餐车、面包店等便民设施，在丰富地铁商业生态的同时，进一步提升市民出行体验。</span></span></p><p><span mpa-font-style=\"mhvr39qu169u\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">今年8月，天津市商务局出台《天津市消费空间提质方案》，明确支持利用地铁车站空间开展便民商业，导入便利店、市集、社区食堂、烘焙、茶咖等业态。</span></span></p><p><span mpa-font-style=\"mhvr39qu1ri2\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">2025年9月18日，青岛地铁集团有限公司与香港铁路有限公司签订战略合作协议，双方将在轨道交通商业、轨道交通站点TOD开发等领域展开深度合作，这也标志着青岛轨道交通客流资源利用和商业消费场景开发迈入新的阶段。</span></span></p><p><span mpa-font-style=\"mhvr39quu38\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">一系列政策红利的释放，加速推动头部品牌地铁店从“零星试点”到“规模化扩张”。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" justify=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/4e1bd849fa5944558a18a8cdd782acd6\"/></p><p><strong mpa-font-style=\"mhvr39qu110a\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr5c5z197g\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">传统选址卷不动了</span></span></strong></p><p><span mpa-font-style=\"mhvr39qu10fm\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr5c5z1wzd\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">餐饮品牌开始“毛细血管式”场景渗透</span></span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu16n2\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">在传统选址竞争饱和、租金对不起流量等等背景下，越来越多像地铁这样的新场景涌现。</span></p><p><span mpa-font-style=\"mhvr39qu11al\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">曾经被誉为“流量入口”的核心商圈与购物中心，如今也已<a href=\"https://laohu8.com/S/301100\">风光</a>不再。今年以来，大量餐饮品牌接连撤出商场。据《2025中国商业地产白皮书》显示，截至2025年，全国重点城市购物中心空置率已攀升至14.2%，三线城市部分项目空置率突破22%。其背后，是商场数量激增、租金持续上涨与客流显著下滑等多方因素相互作用的结果。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1cpa\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">因此，头部餐饮品牌不再局限于商圈、社区等固定场景，而是围绕消费者的多元生活轨迹，挖掘碎片化场景中的消费需求，以 “毛细血管式” 的渗透，开辟新增长空间。</span></p><p><span mpa-font-style=\"mhvr39qu181y\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">景区店，成了连锁餐饮品牌 “立形象” 的重要阵地。如，今年以来，<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>通过挖掘不同城市的文化内涵，先后在张掖、敦煌、九寨沟、武当山、玉龙雪山等热门旅游目的地开设特色门店。</span></span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/82a2871e2fae4d67993d3485117aba98\" width=\"3284\"/></span></p></span><p><span mpa-font-style=\"mhvr39qu1985\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">有些品牌甚至直接将店开进了“田间地头”。今年麦收时节，蜜雪冰城在河南商丘、周口等地的乡镇门店推出“麦田配送”服务，农忙期间免费将饮品送至田间地头，最远覆盖10公里，真正将柠檬水送到了“田间地头”，增强了品牌与下沉市场用户之间的链接。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu14y0\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">无论是地铁、高铁、机场等交通枢纽选址的进一步渗透，还是校园、医院、景区等场景的加速覆盖，餐饮品牌们正集体跳出 “商圈依赖” 的舒适圈。</span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu64w\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">这种“毛细血管式”的渗透，本质是从“等客来”到“找客去”的经营逻辑转变。在餐饮存量市场下，谁越靠近消费者，越能满足消费者的碎片化需求，谁就有机会突破增长瓶颈，找到新的增长曲线。</span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1chd\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">地铁场景天然拥有的高流量、便捷性等特色，势必吸引更多茶咖、快餐等轻量化的餐饮品类涌入。未来，随着消费需求的进一步细分，更细分的餐饮消费场景渗透或将成为常态。</span></p><p><span><p><span><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/1c0c6dda85024ca1959f1f53105193a5\"/></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/96d00b7c234e4c77a7b4ad25a9e26001\" type=\"block\"/></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/0fda10a5048d480fbc1c222cb6d827d8\" type=\"block\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/a3db5c8bcd804f22a31cca4a5db2cd22\"/></span><span leaf=\"\"></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/c57c8b80678f48778a097653dc2adc37\"/></span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/1a8a4a4dfb504b3f886c0dd953b3601f\" type=\"block\"/></p></span></p></span></p></div></body></html>","source":"weixin_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>盯上310亿客流，头部品牌“扎堆”开进地铁</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; 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height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n盯上310亿客流，头部品牌“扎堆”开进地铁\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1034061404\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/39fa1eaed1f845a885c9e811a7ff05c2);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">创业邦 </p>\n<p class=\"h-time\">2025-11-13 08:06</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><div><p><span><img src=\"https://static.tigerbbs.com/e71e147808c8402f887ea05966109e69\"/></span></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/aaa7b89d5d5940c1add9a22310d5ddaa\" type=\"block\"/></p><p><span mpa-font-style=\"mhvr39qu3he\"><strong><strong arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" para=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr3i1pw87\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">来源丨餐企老板内参（ID：cylbnc）</span></span></strong></strong></span></p><p center=\"\" para=\"\"><span mpa-font-style=\"mhvr39qu15cb\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr3i1pta7\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">作者丨内参君</span></span></span></p><p center=\"\" para=\"\"><span mpa-font-style=\"mhvr39qu15cb\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr3i1pta7\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">图源丨Midjourney</span></span></span></p><p><span><span><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" justify=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/b270549beddf4ca394d1ee17d5db07b9\"/></p><p><strong mpa-font-style=\"mhvr39qu218i\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr3mrl1mx7\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">打工人福音！</span></span></strong></p><p><span mpa-font-style=\"mhvr39qu242\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr3mrl1v3q\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">“牛马粮草站”涌进北京地铁</span></span></span></p><p><span mpa-font-style=\"mhvr39quo81\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">周一早上九点，内参君来到位于1号线国贸地铁站C口的瑞幸咖啡门店。刚上扶梯，瑞幸咖啡醒目的蓝色品牌便映入眼帘。10月31日开业的这家瑞幸，是首家入驻北京地铁的咖啡店。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1mha\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">这家门店紧挨着通勤人流主通道，采用“快取店“的模式，面积大约20㎡，不设独立用餐区，顾客可以通过手机线上点单，到店窗口自取的方式完成购买。</span></p><p><span mpa-font-style=\"mhvr39qugev\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">内参君注意到，这家瑞幸咖啡的取餐窗口利用隔栏清晰划分站内与站外区域，无论是出站乘客，还是换乘人群，都能在不干扰通行的前提下购买和领取咖啡。</span></span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/e1faed4578cf421ca599928cf8f5c3c3\" width=\"2371\"/></span></p></span><p><span mpa-font-style=\"mhvr39qujit\"><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr45wvm9\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">摄图：内参君</span></span></p></span></p></span></span></p><p><span mpa-font-style=\"mhvr39quu9s\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">内参君亲测，在地铁上通过“瑞幸咖啡”小程序下单，出站后步行约三分钟到达门店，咖啡已经制作完成，到取餐窗口拎上打包好的咖啡就能直奔公司上班，丝毫不耽误通勤时间。</span></span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/749f4ddd02244025b733c67cd0973f07\" width=\"3848\"/></span></p></span><p><span mpa-font-style=\"mhvr39qu1fl7\"><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr4e4d2ev\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">摄图：内参君</span></span></p></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qurx4\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">据北京地铁相关负责人介绍，该门店利用地铁站内“碎片化”空间改造而成的，通过将原有售票设施升级为餐饮服务，在保障通行功能的前提下，无缝嵌入生活服务。</span></p><p><span mpa-font-style=\"mhvr39qu24yf\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">这一创新模式也在社交平台上引发热议，网友们亲切地将其称为“通勤牛马的粮草站”。</span></span></p><p><span mpa-font-style=\"mhvr39qu4hp\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">不止瑞幸，内参君发现肯德基近期也悄然进驻了地铁站。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu249z\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">每逢工作日的早晨，14号线望京站的换乘通道里，肯德基早餐车前总能看到排队的乘客。</span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39quwqm\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">据店员透露，早餐车的供应时间为早上7:30-10:00，提供帕尼尼、吐司、咖啡豆浆等多款套餐。所有餐食都放在可以加热的保温箱里，乘客手机扫码点单，店员从保温箱里拿出准备好的餐品，一分钟之内即可取到热腾腾的餐食，刚拿到手的热美式甚至还烫手。</span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1bny\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">如果时间充裕，消费者还可以在早餐车后设置的小桌子旁稍作停留，吃完再走。</span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/a1dd3796bc1746a5866aca766e50288d\" width=\"6144\"/></span></p></span><p><span mpa-font-style=\"mhvr39qucrl\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">今年9月以来，北京地铁的多个站点还出现</span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">了“<a href=\"https://laohu8.com/S/MPNGY\">美团</a>食光机”的身影。</span></span></p><p><span mpa-font-style=\"mhvr39qupvx\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">内参君发现，“<a href=\"https://laohu8.com/S/03690\">美团</a>食光机”以餐车和自提柜两种形态嵌入地铁站，消费者可以通过小程序提前预约，到站凭码自取，也可以现场扫码即时购买，取餐时间为8点至9点半。餐品均来自宏状元、田老师、<a href=\"https://laohu8.com/S/605020\">永和</a>大王等品牌，涵盖油条蛋饼、包子、豆浆、粥品等，为偏爱传统口味的上班族提供了新的选择。</span></span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/f1f364cedca44e0b9497943961ca4336\" width=\"1055\"/></span></p></span><p><span mpa-font-style=\"mhvr39qutis\"><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr4oht1p9f\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">图源：大上海商业地产俱乐部</span></span></p></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" justify=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/beabf3d805d6489b991d410db43e3935\"/></p><p><strong mpa-font-style=\"mhvr39qu1hyp\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr4tvu1gpk\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">头部品牌“下沉”新阵地</span></span></strong></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1wr8\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">不光是在北京，近年来全国多个城市的地铁站内，陆续涌入头部餐饮品牌的身影。</span></p><p><span mpa-font-style=\"mhvr39qu1f8a\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">在咖啡与茶饮领域，各品牌都在加速拓展地铁空间。</span></span></p><p><span mpa-font-style=\"mhvr39qu1rrs\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">今年9月，瑞幸咖啡在广州地铁陈家祠站开设了广州地铁首店，之后陆续进驻了广州地铁10号线、12号线的多个站点。此外，深圳、济南、天津等城市的地铁站也陆续出现了瑞幸的身影。今年6月以来，蜜雪冰城先后进驻贵阳地、郑州、济南等多个城市的核心地铁站点。</span></span></p><p><span mpa-font-style=\"mhvr39qu9cr\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">更早之前，Tims天好咖啡联合旗下炸鸡汉堡品牌Popeyes，在上海地铁14号线沿线站台内开设门店，并规划开设多家门店，为周边上班族提供“咖啡+暖食”的便捷选择。</span></span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/13f273be72a14b008cca7a6fa886e222\" width=\"1920\"/></span></p></span><p><span mpa-font-style=\"mhvr39qu1zd1\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">快餐巨头则瞄准通勤人群的便捷性需求，以智能化、无人化的形式切入地铁场景。</span></span></p><p><span mpa-font-style=\"mhvr39qud8u\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">2023年起，肯德基、<a href=\"https://laohu8.com/S/MCD\">麦当劳</a>等快餐品牌陆续将无人餐车开进地铁站，覆盖全时段消费需求。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qugmw\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">顾客可以通过扫描车身二维码选择套餐并支付，支付完成后自助取餐。部分车型还配备透明窗口，可实时查看套餐剩余情况。 ‌</span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/de7d37b2337d43e2a171cb12fc58cc9b\" width=\"2956\"/></span></p></span><p><span mpa-font-style=\"mhvr39qu9bi\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">除此之外，零售与便利店品牌也在加速抢占地铁商业场景，为打工人提供早餐选择。</span></span></p><p><span mpa-font-style=\"mhvr39qu1gfm\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">2024年4月，罗森便利店在北京地铁雍和宫站、平安里站等6个站点同步开店；今年起又接连在12号线、3号线开出15家门店。截至2025年2月，北京地铁站内的罗森门店总数已超过50家，店内商品涵盖饭团、便当、寿司、粥品等。</span></span></p><p><span mpa-font-style=\"mhvr39qu16kv\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">7-Eleven近年来也在持续拓展地铁布局，陆续进驻成都、上海、深圳、北京等城市的多个地铁站点。年初，7-Eleven还与苏州轨道交通集团签署合作协议，计划今年在苏州地铁新开20家门店。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" justify=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/4fe07a18e09f4babb4c7d4d60998dc76\"/></p><p><strong mpa-font-style=\"mhvr39qurc\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr54ha1fge\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">超310亿人次客流</span></span></strong></p><p><span mpa-font-style=\"mhvr39qu27j\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr54hamlw\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">品牌盯上了这块“肥肉”</span></span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1ew1\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">从连锁餐饮巨头到本土小店，品牌正集体将门店“嵌入”地铁通道，说到底还是因为盯上了地铁背后的庞大消费潜力。</span></p><p><span mpa-font-style=\"mhvr39qu16ws\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">作为“基建大国”，中国地铁覆盖越来越广。据中国经济网报道，截至2024年底，中国内地（不含港澳台）共有58个地级市及以上城市，开通了361条城市轨道交通运营线路，运营总里程达12160.77公里，其中地铁9306.09公里，占总里程的76.53%。</span></span></p><p><span mpa-font-style=\"mhvr39qu16a6\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">交通运输部速报数据显示，全国城市轨道交通2024年完成客运量322.57亿人次，</span><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">其中地铁客运量达到310.42亿人次，北京、上海、广州、深圳等城市的年客流量均突破30亿人次。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu4t4\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">如此庞大的通勤人群构成了稳定且高频的消费客群，这为品牌提供了天然的流量池。</span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/bcb349e82d14428b8822ca48ebd4db43\" width=\"3000\"/></span></p></span><p><span mpa-font-style=\"mhvr39qun40\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">这股地铁开店热潮的背后，也离不开一系列政策的推动。</span></span></p><p><span mpa-font-style=\"mhvr39qu1c15\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">2024年12月1日起，我国《城市公共交通条例》正式实施，《条例》进一步明确了城市公共交通优先发展战略。</span></span></p><p><span mpa-font-style=\"mhvr39qu249v\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">在此基础上，北京市对有条件的地铁站进行开发，设置了便利店、文创店、快餐车、面包店等便民设施，在丰富地铁商业生态的同时，进一步提升市民出行体验。</span></span></p><p><span mpa-font-style=\"mhvr39qu169u\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">今年8月，天津市商务局出台《天津市消费空间提质方案》，明确支持利用地铁车站空间开展便民商业，导入便利店、市集、社区食堂、烘焙、茶咖等业态。</span></span></p><p><span mpa-font-style=\"mhvr39qu1ri2\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">2025年9月18日，青岛地铁集团有限公司与香港铁路有限公司签订战略合作协议，双方将在轨道交通商业、轨道交通站点TOD开发等领域展开深度合作，这也标志着青岛轨道交通客流资源利用和商业消费场景开发迈入新的阶段。</span></span></p><p><span mpa-font-style=\"mhvr39quu38\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">一系列政策红利的释放，加速推动头部品牌地铁店从“零星试点”到“规模化扩张”。</span></span></p><p arial=\"\" blinkmacsystemfont=\"\" gb=\"\" justify=\"\" neue=\"\" nodeleaf=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/4e1bd849fa5944558a18a8cdd782acd6\"/></p><p><strong mpa-font-style=\"mhvr39qu110a\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr5c5z197g\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">传统选址卷不动了</span></span></strong></p><p><span mpa-font-style=\"mhvr39qu10fm\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr5c5z1wzd\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><span textstyle=\"\">餐饮品牌开始“毛细血管式”场景渗透</span></span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu16n2\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">在传统选址竞争饱和、租金对不起流量等等背景下，越来越多像地铁这样的新场景涌现。</span></p><p><span mpa-font-style=\"mhvr39qu11al\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">曾经被誉为“流量入口”的核心商圈与购物中心，如今也已<a href=\"https://laohu8.com/S/301100\">风光</a>不再。今年以来，大量餐饮品牌接连撤出商场。据《2025中国商业地产白皮书》显示，截至2025年，全国重点城市购物中心空置率已攀升至14.2%，三线城市部分项目空置率突破22%。其背后，是商场数量激增、租金持续上涨与客流显著下滑等多方因素相互作用的结果。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1cpa\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">因此，头部餐饮品牌不再局限于商圈、社区等固定场景，而是围绕消费者的多元生活轨迹，挖掘碎片化场景中的消费需求，以 “毛细血管式” 的渗透，开辟新增长空间。</span></p><p><span mpa-font-style=\"mhvr39qu181y\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">景区店，成了连锁餐饮品牌 “立形象” 的重要阵地。如，今年以来，<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>通过挖掘不同城市的文化内涵，先后在张掖、敦煌、九寨沟、武当山、玉龙雪山等热门旅游目的地开设特色门店。</span></span></p><span><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img height=\"auto\" src=\"https://static.tigerbbs.com/82a2871e2fae4d67993d3485117aba98\" width=\"3284\"/></span></p></span><p><span mpa-font-style=\"mhvr39qu1985\"><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">有些品牌甚至直接将店开进了“田间地头”。今年麦收时节，蜜雪冰城在河南商丘、周口等地的乡镇门店推出“麦田配送”服务，农忙期间免费将饮品送至田间地头，最远覆盖10公里，真正将柠檬水送到了“田间地头”，增强了品牌与下沉市场用户之间的链接。</span></span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu14y0\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">无论是地铁、高铁、机场等交通枢纽选址的进一步渗透，还是校园、医院、景区等场景的加速覆盖，餐饮品牌们正集体跳出 “商圈依赖” 的舒适圈。</span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu64w\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">这种“毛细血管式”的渗透，本质是从“等客来”到“找客去”的经营逻辑转变。在餐饮存量市场下，谁越靠近消费者，越能满足消费者的碎片化需求，谁就有机会突破增长瓶颈，找到新的增长曲线。</span></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" leaf=\"\" mpa-font-style=\"mhvr39qu1chd\" neue=\"\" normal=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\">地铁场景天然拥有的高流量、便捷性等特色，势必吸引更多茶咖、快餐等轻量化的餐饮品类涌入。未来，随着消费需求的进一步细分，更细分的餐饮消费场景渗透或将成为常态。</span></p><p><span><p><span><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/1c0c6dda85024ca1959f1f53105193a5\"/></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/96d00b7c234e4c77a7b4ad25a9e26001\" type=\"block\"/></p><p nodeleaf=\"\"><img src=\"https://static.tigerbbs.com/0fda10a5048d480fbc1c222cb6d827d8\" type=\"block\"/></p><p><span arial=\"\" blinkmacsystemfont=\"\" gb=\"\" neue=\"\" pingfang=\"\" sans=\"\" sans-serif=\"\" sc=\"\" system-ui=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/a3db5c8bcd804f22a31cca4a5db2cd22\"/></span><span leaf=\"\"></span></p><p><span 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‌除此之外，零售与便利店品牌也在加速抢占地铁商业场景，为打工人提供早餐选择。2024年4月，罗森便利店在北京地铁雍和宫站、平安里站等6个站点同步开店；今年起又接连在12号线、3号线开出15家门店。截至2025年2月，北京地铁站内的罗森门店总数已超过50家，店内商品涵盖饭团、便当、寿司、粥品等。7-Eleven近年来也在持续拓展地铁布局，陆续进驻成都、上海、深圳、北京等城市的多个地铁站点。年初，7-Eleven还与苏州轨道交通集团签署合作协议，计划今年在苏州地铁新开20家门店。超310亿人次客流品牌盯上了这块“肥肉”从连锁餐饮巨头到本土小店，品牌正集体将门店“嵌入”地铁通道，说到底还是因为盯上了地铁背后的庞大消费潜力。作为“基建大国”，中国地铁覆盖越来越广。据中国经济网报道，截至2024年底，中国内地（不含港澳台）共有58个地级市及以上城市，开通了361条城市轨道交通运营线路，运营总里程达12160.77公里，其中地铁9306.09公里，占总里程的76.53%。交通运输部速报数据显示，全国城市轨道交通2024年完成客运量322.57亿人次，其中地铁客运量达到310.42亿人次，北京、上海、广州、深圳等城市的年客流量均突破30亿人次。如此庞大的通勤人群构成了稳定且高频的消费客群，这为品牌提供了天然的流量池。这股地铁开店热潮的背后，也离不开一系列政策的推动。2024年12月1日起，我国《城市公共交通条例》正式实施，《条例》进一步明确了城市公共交通优先发展战略。在此基础上，北京市对有条件的地铁站进行开发，设置了便利店、文创店、快餐车、面包店等便民设施，在丰富地铁商业生态的同时，进一步提升市民出行体验。今年8月，天津市商务局出台《天津市消费空间提质方案》，明确支持利用地铁车站空间开展便民商业，导入便利店、市集、社区食堂、烘焙、茶咖等业态。2025年9月18日，青岛地铁集团有限公司与香港铁路有限公司签订战略合作协议，双方将在轨道交通商业、轨道交通站点TOD开发等领域展开深度合作，这也标志着青岛轨道交通客流资源利用和商业消费场景开发迈入新的阶段。一系列政策红利的释放，加速推动头部品牌地铁店从“零星试点”到“规模化扩张”。传统选址卷不动了餐饮品牌开始“毛细血管式”场景渗透在传统选址竞争饱和、租金对不起流量等等背景下，越来越多像地铁这样的新场景涌现。曾经被誉为“流量入口”的核心商圈与购物中心，如今也已风光不再。今年以来，大量餐饮品牌接连撤出商场。据《2025中国商业地产白皮书》显示，截至2025年，全国重点城市购物中心空置率已攀升至14.2%，三线城市部分项目空置率突破22%。其背后，是商场数量激增、租金持续上涨与客流显著下滑等多方因素相互作用的结果。因此，头部餐饮品牌不再局限于商圈、社区等固定场景，而是围绕消费者的多元生活轨迹，挖掘碎片化场景中的消费需求，以 “毛细血管式” 的渗透，开辟新增长空间。景区店，成了连锁餐饮品牌 “立形象” 的重要阵地。如，今年以来，星巴克通过挖掘不同城市的文化内涵，先后在张掖、敦煌、九寨沟、武当山、玉龙雪山等热门旅游目的地开设特色门店。有些品牌甚至直接将店开进了“田间地头”。今年麦收时节，蜜雪冰城在河南商丘、周口等地的乡镇门店推出“麦田配送”服务，农忙期间免费将饮品送至田间地头，最远覆盖10公里，真正将柠檬水送到了“田间地头”，增强了品牌与下沉市场用户之间的链接。无论是地铁、高铁、机场等交通枢纽选址的进一步渗透，还是校园、医院、景区等场景的加速覆盖，餐饮品牌们正集体跳出 “商圈依赖” 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