主业做大，副牌做小，海底捞们集体开启“第二战场”

Core Insights - Major restaurant chains are increasingly focusing on smaller business models, diversifying their offerings beyond traditional large-scale operations [1][3][5] - The trend of "miniaturization" in the restaurant industry is gaining momentum, with companies like Haidilao and MoMo exploring niche markets [1][19] Group 1: Industry Trends - Haidilao has launched several new brands targeting smaller segments, including "SHUA BAKERY" and "小嗨爱炸hiburger," indicating a strategic shift towards smaller business models [1][6][19] - Other companies, such as Xibei and MoMo, are also experimenting with smaller store formats and focused product offerings, reflecting a broader industry trend [3][10][14] - The traditional emphasis on large-scale operations is being challenged by more agile and precise "small" models, which are seen as a new competitive advantage [5][19] Group 2: Business Strategies - The "small business" approach allows for reduced operational costs and increased efficiency, as seen in Haidilao's "举高高自助小火锅," which has achieved high table turnover rates [23][24] - Companies are focusing on fewer products to strengthen brand identity and consumer recognition, exemplified by MoMo's "软虎虎" brand, which centers on a single product [25][27] - The branding strategy is shifting towards creating relatable and youthful identities, making it easier for consumers to connect with new sub-brands [29][31] Group 3: Competitive Landscape - The move towards smaller business models is not just a trend but a strategic necessity for companies to explore new markets and build competitive barriers [34][35] - Companies are transitioning from being "super brands" to creating a "brand fleet," allowing for diversified offerings and shared resources across different brands [36][38] - The ability to test new concepts with lower investment risks is a significant advantage, enabling companies to innovate while maintaining their core business [39][40]