以下文章来源于豹变 ，作者陈法善 豹变 . 在京东、理想汽车等一众大牌中，"东哈·东北街边烧烤"的土味招牌显得格外突兀——这真的是赞助 商，还是在玩梗？ 作者丨 陈法善 编辑丨 刘杨 图源丨Midjourney 原来这就是一家常州街边烧烤店，老板来自东北，抱着试一试的心态报名苏超招商， 没想到真的成了 22块广告牌中唯一的个体户赞助商。这家小店经由短视频的传播扩散一夜爆火，抖音搜索量环比增长 732倍、同比增长3074倍。老板 娘在抖音发布视频，解释自己为什么赞助苏超，吸引众多网友慕名 前去消费。 近年来，这种"没想到"频频上演：淄博烧烤从地方小吃变成全国打卡热点，天水麻辣烫让外地游客专 程前往，原本默默无闻的小店纷纷"出圈"。过去开店只能守着三公里商圈做熟人生意，如今一条走心 视频或许就能让小店的影响力辐射全国。 6月27日，社科院发布的《看见：短视频时代的生活服务业》报告揭示了这一变化：数字技术正在帮 助中小商家突破物理空间限制，线下的人情味配上线上的传播力，让更多街边小店找到了新的增长空 间。 被看见的力量 常州东北烧烤店的走红并非偶然。越来越多中小商家发现，在短视频时代，每个有故事的小店都可能 成为下 ...

Core Insights - A "down-to-earth" advertisement unexpectedly gained popularity, highlighting a rural girl's success in opening seven hotpot restaurants, reflecting significant changes in the business landscape [2][3] Group 1: Impact of Short Video and Digital Tools - The rise of short video platforms has enabled small businesses to break physical space limitations, allowing them to reach a national audience through engaging content [3][9] - The report from the Chinese Academy of Social Sciences indicates that digital technology is helping small merchants find new growth opportunities by combining offline personal connections with online reach [3][9] Group 2: Success Stories of Small Businesses - Guo Luncai, a rural girl from Sichuan, leveraged her personal story and real-time updates on her hotpot restaurant's journey to attract a large following, resulting in significant sales and rapid expansion [4][6] - Xiaoling, a live-streaming host, transformed a modest flower shop into a successful chain by showcasing local culture and engaging with customers through live broadcasts [6][8] Group 3: Structural Challenges and Solutions - The service industry faces a "cost disease" where rising costs cannot be offset by efficiency gains, particularly for small and micro enterprises [9][10] - Digital tools like live streaming are providing new solutions to this long-standing issue by allowing businesses to reach a larger audience without the constraints of physical location [9][10] Group 4: Transformation of Business Models - The shift from traditional business models to a digital-first approach is evident, with businesses now focusing on online validation before rapid expansion [15][20] - The integration of online and offline experiences is creating a seamless customer journey, enhancing the visibility and profitability of small shops [15][20] Group 5: Emotional Connection and Customer Engagement - Short videos are fostering emotional connections between businesses and consumers, transforming service consumption from mere functionality to identity and cultural recognition [17][19] - The transparency of operations through live streaming builds trust and encourages customer engagement, turning consumers into brand advocates [19][20] Group 6: Economic Trends and Future Outlook - The service sector's consumption share is projected to rise to 52% by 2030, with a growth rate of 9.2%, indicating a significant shift in consumer behavior [20][21] - The digital transformation of small businesses is not only vital for their survival but also plays a crucial role in the broader economic transition [20][21]