小马宋 . 小马宋战略营销咨询公司创始人，罗辑思维首席营销顾问。咨询过的品牌有：元气森林，瑞幸，得到， 云耕物作，babycare，半天妖，爸爸糖，南城香，云海肴，古茗，熊猫不走，隅田川咖啡，食族人，甜 啦啦，遇见小面，一只酸奶牛，苏阁鲜茶等。 大家好，我是小马宋。 以下文章来源于小马宋 ，作者小马宋 每年的春暖花开的时候，我们都会在杭州召开小马宋的年度案例大会。 一个是给大家汇报我们过去一年的工作成果。还有就是聊一聊这一年，我自己的一些感受和思考。 今年，我们的主题，叫做拥抱变化。 图片来源：公众号@小马宋 这几年，我们确实很明确感受到了变化，尤其这一周，我们感受更加地深刻。 橡树资本的联合创始人马克斯在最近接受采访时说了一句话：这是我职业生涯中，见过最大的一次环境 转变。 其实我也很想说这句话，可惜他比我提前说了，我就只好引用他的说法了。（笑） 今天大家在现场，有400多人听了我们前面讲的7个案例：可能会有这样的一个感觉，就是今天的这些 营销案例，并没有一套固定的解题思路。 比如，我们在服务1949的时候，我们其实想的是让它做什么样的午餐？以及怎么做才能获得优势？ 我们在做挪客的时候，去调研，我们更多是去 ...

Core Viewpoint - The era of single-product restaurants is coming to an end, and businesses must adapt by diversifying their offerings to survive in a changing market environment [1][36]. Group 1: Brand and Product Strategy - The dilemma of whether to focus on a single product or diversify into multiple categories is a common concern among restaurant entrepreneurs [2][3]. - Successful examples exist for both single-brand single-product and multi-product strategies, indicating that there is no one-size-fits-all answer [4][9]. - The decision to expand product offerings should be based on operational advantages rather than merely brand considerations [10][11]. Group 2: Market Dynamics - The decline in foot traffic in shopping centers has significantly impacted restaurants that rely on a single product, such as water-boiled fish [26][30]. - As customer preferences shift and competition increases, restaurants must adapt by broadening their menu to attract a larger customer base [34][41]. - The changing landscape necessitates that restaurants evolve to maintain profitability, especially as consumer dining habits change [43][49]. Group 3: Operational Considerations - Restaurants have fixed locations and cannot easily relocate, making it crucial to optimize their offerings based on local customer demographics [13][20]. - Expanding product lines can help mitigate the effects of reduced foot traffic by appealing to a wider audience [34][62]. - Successful adaptation requires leveraging existing resources, such as staff and kitchen facilities, to minimize additional costs [60][61]. Group 4: Consumer Behavior - Certain food categories, like hot pot, have broader appeal and can sustain higher customer frequency compared to niche items like water-boiled fish [36][38]. - The ability to offer a variety of dishes increases the likelihood of repeat visits, as customers seek diverse dining experiences [34][41]. - Restaurants must also consider extending their operating hours and diversifying their service offerings to maximize revenue potential [55][57]. Group 5: Case Studies and Examples - Companies like 古茗 are exploring new business models, such as transitioning from a tea shop to a low-temperature convenience store, leveraging their supply chain advantages [67][70]. - Successful single-product businesses, like 麒麟大口茶, focus on perfecting one item to create a strong brand identity and customer loyalty [80][81]. - The operational strategies of various restaurants illustrate the importance of maintaining a competitive edge through unique offerings and effective marketing [99][101].