张亮麻辣烫没了“张亮” 创始人IP何以安放

Core Viewpoint - The recent change in the ownership structure of Zhang Liang Spicy Hot Pot, where founder Zhang Liang has shifted from direct to indirect control, signifies a strategic transition in the relationship between personal and corporate branding, marking a new phase in corporate governance [1] Group 1: Ownership Structure and Brand Strategy - The shift from direct shareholding to indirect control reduces personal risk's impact on the company, creating a firewall between personal and corporate brands [1] - This restructuring facilitates the separation of ownership and management, paving the way for a professional management team and clearing obstacles for future capital operations [1] - As the company expands to over 6,000 stores nationwide and operates in 30 cities across 18 countries, the separation of founder IP from corporate branding becomes a necessary choice [1] Group 2: Branding Dynamics in the Industry - The phenomenon of founder IP being synonymous with corporate branding is common in traditional brands, where personal reputation guarantees product quality, effectively reducing consumer choice costs [2] - The restaurant industry often adopts this branding model, with many establishments named after their owners, but this approach struggles to scale in modern market economies [2] - The need for companies to transition from "personal guarantees" to "system guarantees" is highlighted as they grow and face challenges related to personal reputation and standardization [2] Group 3: Case Studies of Branding Strategies - Li Auto's rebranding from "Che He Jia" to "Li Auto" exemplifies a strategic move to avoid over-reliance on founder Li Xiang's personal brand while enhancing brand positioning [3] - Gree Electric's strategy contrasts with others by leveraging founder Dong Mingzhu's personal brand to enhance corporate identity, despite the risks associated with her strong personal style [3][4] - The relationship between founder brands and corporate brands is not binary but requires a dynamic balance, evolving from personal influence to a systematic brand value framework as companies mature [4]