一个新客户第一次听说你，大概率是在这些渠道上看到的。他不知道你靠不靠谱，但看到你在正经媒体 上出现过，他心里会默认，这公司应该还行。这种渠道不用多，有那么几个就够了。 想把一分钱花出十分的响，投之前先把渠道重新划分。 01 怎么分？按名字分没什么用；财经媒体、行业媒体、自媒体、KOL，这种分法分完还是不知道怎么 投。换个角度：按「功能价值」分。 有的渠道是干背书的。头部财经媒体、行业顶刊，它们的作用就一个：解决「你是谁」。 昨天开工，一个做媒介的朋友跟我吐槽。 我快不会做传播了。以前一笔预算投几个头部媒体，能看到水花。现在渠道多得数不过来，自媒体垂直 得吓人，AI一天能生产几十篇内容，反而不知道该怎么投了。 那现在怎么投？她说，凭感觉、凭关系、凭数据、凭老板喜欢，凭我喜欢....；呃，确实抽象；不过，这 就是现状，撞大运成了做传播的常态。 它们是门槛，是入场券。 有的渠道是干认同的；垂直自媒体、行业KOL，它们解决「谁认可你」。 客户看到自己关注的博主在聊，他对你的信任感会直接平移。博主说这东西好用，比他自己去官网看十 遍都有用，这类渠道要挑，看那个博主在圈里有没有口碑。 至于第三类，我认为是干渗透的；社群、 ...

Group 1 - The article discusses the impact of the food delivery competition on consumer prices and the potential long-term risks for food quality and service efficiency [1] - It highlights the phenomenon of price discrepancies between online and offline dining, leading to a disruption in the pricing structure for restaurants [1] - The article emphasizes the importance of in-store dining experiences, which cannot be replaced by delivery services, and the need for restaurants to maintain stable pricing to cover operational costs [1] Group 2 - The article details the success of Xu Sheng Ji, a hot pot brand, which has rapidly expanded to over 310 locations since its inception in November 2022, achieving a 334% year-on-year increase in group buying sales from May to July [5][6] - It mentions the effective use of short videos and live streaming on platforms like Douyin to enhance brand visibility and attract customers within a specific geographic area [5][6] - The article also discusses the strategies employed by other local brands, such as Lu Wei Zhai and Lao Pan Chuan, to leverage live streaming and group buying to boost sales and expand their customer base [6][7] Group 3 - The article notes that many restaurants in Jinan are increasingly focusing on content marketing through live streaming and social media to attract customers, especially during peak seasons [7][11] - It highlights the shift in consumer behavior towards valuing quality and price-performance ratio, with a growing preference for in-store dining experiences despite the rise of delivery services [11][12] - The article points out that the restaurant industry in Jinan is experiencing significant growth, with a reported increase in orders exceeding 100% due to effective marketing strategies [11][12] Group 4 - The article predicts that by 2025, the share of restaurant consumption in second and third-tier cities will reach 40%-45%, indicating a core market for brand expansion [13] - It mentions that Xu Sheng Ji has established a strong presence in Shandong with 193 locations, while Lu Wei Zhai and Lao Pan Chuan are also expanding their reach in nearby cities [13][16] - The article concludes that the successful integration of content marketing and operational efficiency is crucial for restaurants to thrive in a competitive environment [16]