现在回望，这是一个正确的选择：马孔多营收从 2019年的404万元，一路增长至2023年突破2亿元，在巨头竞争激烈的跑圈品牌中，成为了国产品牌的 黑马。 但站在当初，无人能预知未来，艾国永和马孔多面临的是一位普通跨界创业者从零起步，求活与发展的 10年。 2025年9月27日，艾国永撰写的《创业三十六记》在北京图书大厦"全国新书首发平台"举办新书发布会。在《创业三十六记》中，艾国永用36篇文章记 录了这10年的创业经历，全书共分为热身阶段、投身阶段、分身阶段三部分，逻辑清晰地呈现出企业发展与个人成长的历程。 马孔多创始人艾国永新作《创业三十六记》发布，一位创业者十年奋斗的真实记录。 作者 | 张冰冰 2019年5月的一天，马孔多创始人艾国永接到了北京市延庆区体育局领导的一通电话：如果马孔多可以承办第五届北京百里山水画廊森林马拉松，将得到 以前三倍以上的扶持资金。 马孔多是前 4届北京百里山水画廊森林马拉松的主办方，熟悉的模式和更高的资金收入，从企业经营角度，似乎没有拒绝的理由。但这一年，在马孔多创 立的第4年，艾国永正站在一个发展方向的三岔路口：是深挖熟悉的马拉松办赛之路，还是跨界陌生的跑步鞋服之路，抑或投入 ...

Core Insights - The phenomenon of "shanzhai" brands imitating original brands in the restaurant sector is increasingly prominent, leading to a competitive environment where some imitative brands have more outlets than the originals [1][2] - This trend raises concerns about the survival of original brands and prompts deeper reflections on the commercial environment, consumer psychology, and brand protection mechanisms [1] Group 1: "Shanzhai" Brands vs. Original Brands - The restaurant industry is witnessing a significant level of homogenization, with brands like the Roll'ING and Ameigo being closely replicated [2] - "Shanzhai" brands often adopt a franchise model for rapid expansion, while original brands focus on direct ownership and emphasize quality and reputation [7][9] - The number of outlets for "shanzhai" brands generally exceeds that of original brands, with the former favoring mid-range and mass-market locations [9][11] Group 2: Market Dynamics and Consumer Behavior - The lack of consumer awareness regarding original brands allows "shanzhai" brands to thrive, particularly in emerging markets where brand recognition is weak [16][17] - "Shanzhai" brands utilize a strategy of rapid market entry and low-cost operations, often prioritizing speed and efficiency over brand integrity [16][17] - Original brands face challenges in protecting their intellectual property, as legal actions can be time-consuming and costly, hindering their growth and innovation [18][19] Group 3: Long-term Implications - While "shanzhai" brands may achieve short-term success through imitation, they lack a sustainable brand core and innovation capabilities, which could jeopardize their long-term viability [21] - The market is expected to shift towards brands that prioritize originality, quality, and long-term value as consumer awareness and legal frameworks improve [21] - Original brands must enhance their brand protection mechanisms and consumer education to effectively counter the impact of "shanzhai" brands [21]