川菜困局：一片餐饮沃土，为何长出品牌的“盐碱地”？

Core Insights - The article discusses the challenges faced by Sichuan cuisine brands in achieving long-term brand value due to a reliance on a franchise model that prioritizes short-term cash flow over sustainable growth [1][17]. Group 1: Model Dependency - Sichuan cuisine is complex, leading 80% of restaurateurs to prefer simpler, more replicable business models like hot pot and snacks [4][5]. - The unique flavors and ingredients of Sichuan cuisine create a diverse culinary landscape, but this also complicates standardization and consistency in restaurant offerings [4][5]. Group 2: Resource Dependency - The abundance of culinary resources in Sichuan has led to a "resource curse," where the ease of creating popular dishes diverts focus from building unique Sichuan cuisine brands [6][8]. - Many entrepreneurs are drawn to quick success through single-item brands rather than investing in the long-term development of Sichuan cuisine [8]. Group 3: Marketing Dependency - A strong marketing culture in Chengdu has led to rapid brand creation and a focus on short-term gains, often at the expense of long-term brand value [9][12]. - Many new brands rely heavily on marketing to create buzz and quickly expand through franchising, which can lead to unsustainable business practices [12][18]. Group 4: Competitive Challenges - The high density of restaurants in Chengdu creates intense competition, where successful concepts are quickly imitated, leading to a cycle of rapid brand turnover [13][15]. - The prevalence of imitation and aggressive competition makes it increasingly difficult for brands to establish a lasting presence in the market [15][16]. Group 5: Conclusion - The challenges faced by Sichuan cuisine brands reflect a broader issue within the local restaurant ecosystem, where quick returns overshadow the pursuit of long-term brand value [17][18].