和府捞面的《双城记》困局

Core Viewpoint - The article discusses the struggles of HeFu LaoMian, a brand once considered a rising star in the Chinese noodle restaurant market, highlighting its challenges in maintaining a high-end positioning while facing operational and market pressures [3][4][14]. Company Summary - HeFu LaoMian has been penalized for violating advertising laws by claiming to be the "first brand of Chinese noodle restaurants," reflecting its current difficulties and the gap between its ambitious branding and operational reality [3][6]. - The brand's high-end positioning, characterized by premium ingredients and a grand narrative, has not translated into sustainable business success, leading to operational challenges and negative public perception [6][7]. - The company has attempted to diversify its offerings by launching nearly 10 sub-brands, but many of these have failed to gain traction, leading to internal competition for customer resources [8][9]. - As of early 2025, HeFu LaoMian had over 550 stores, but its expansion has been slow, with a significant reliance on high customer spending, which is above the industry average [11][12]. Industry Summary - The restaurant industry is experiencing intense competition, with a growing number of players entering the market, leading to increased pressure on existing brands to innovate and maintain relevance [4][15]. - The high-end dining segment faces challenges as consumer preferences shift, and brands like HeFu LaoMian struggle to balance premium positioning with the need for broader market appeal [7][16]. - The trend towards casual dining and lower price points has made it difficult for high-end brands to sustain growth, as evidenced by HeFu LaoMian's attempts to lower prices and open up to franchising, which has seen limited success [12][15].