遇见小面暖冬季圆满收官 以美食为媒传递公益温度

Core Insights - The core theme of the article revolves around the successful conclusion of the "Warm Winter Season" campaign by the Chinese restaurant chain, Yujian Xiaomian, which took place across over 500 stores in major cities, focusing on providing affordable and emotionally resonant dining experiences during winter [1][2]. Group 1: Consumer Demand and Product Strategy - Yujian Xiaomian emphasizes consumer needs, particularly during winter, where hot meals and high cost-performance options are crucial [2]. - The campaign featured a "small pot + warm soup" product combination, with operating hours extended from 10 AM to 10 PM, catering to various dining scenarios [2]. - Three limited-time meal sets were introduced, priced around 30 yuan, offering a balance of flavor and affordability, appealing to both group dining and individual customers [2]. Group 2: Social Media Engagement - The campaign sparked significant interaction on social media platforms, with the hashtag FillYourStomachWarmMyHeart generating over 20,000 user shares, and more than 90% of consumers providing positive feedback [4]. Group 3: Corporate Social Responsibility - The campaign included a philanthropic component, inspired by a consumer's initiative to support stray animals, aligning with the brand's commitment to social responsibility [5]. - Yujian Xiaomian partnered with WoWo to launch the "Small Plan to Spread Love," encouraging consumer participation in sharing stories about stray animal rescue, which attracted over 50,000 users and involved more than a thousand story shares [5][7]. - The brand has previously engaged in various charitable projects, demonstrating a consistent focus on integrating consumer emotions with social responsibility [7]. Group 4: Company Growth and Future Plans - Since its establishment in 2014, Yujian Xiaomian has expanded from a single store to over 500 locations and became publicly listed on the Hong Kong Stock Exchange in December 2025 [7]. - The "Warm Winter Season" campaign represents an innovative attempt post-IPO, combining effective product strategies with philanthropic efforts to enhance brand value [7]. - The company aims to continue innovating in product and service offerings while normalizing its philanthropic practices, expanding its global presence in the Chinese dining sector [7].