以下文章来源于每日人物 ，作者每人作者 每日人物 . 轻商业，懂生活。 五一小长假，有人堵在高速、饿得头晕目眩，还有人美美坐上高铁、一路咔咔狂炫。 文 ｜ 郑思芳 编辑 ｜ 西打 来源｜ 每日人物（ID：meirirenwu） 封面来源 ｜ 视觉中国 坐"牛马专列"，享15元盒饭 坐上从北京回淮安老家的高铁，北漂王安安第一时间掏出手机扫码，直达铁路订餐界面。摆在面前的是15元一份的盒饭和45元一份的套餐，一秒都不用犹 豫，她点击了15元那个选项，却发现无法下单。 来晚了。王安安搜了攻略才得知，15元盒饭的售卖数量很少，基本上在发车前就被预订完了。 打工人花15元，在办公楼下的便利店都很难买到称心的午饭，但在吃饭没那么方便的高铁上，却可以拥有一顿热乎的饭菜。尤其在号称"牛马专列"的京沪 高铁上，一份盒饭很快就能扒拉完，嘴一抹继续埋头干活，性价比极高。 这顿便宜饭，务必吃上。王安安买好返程票，点开小程序尝试提前预订，没想到真的下单成功了。返程的高铁上，她终于吃上了传说中的"15元牛马饭"。 那是一份豆豉鸡丁蛋炒饭，酱色包裹着颗颗分明的米粒，看着挺诱人。吃到嘴里后，也让她十分惊喜，"虽然肯定是预制菜，但是口味不差， ...

最近，又有品牌因为碰瓷营销火了：奥乐齐广告暗戳戳内涵山姆，思加图携杨幂"逛"阿迪达斯，京东洗衣筒硬蹭全家桶。三个品牌都凭借碰瓷狠狠赚了一 波热度，为消费者提供了社交话题。 有网友评论：这就是朴实无华的商战吗？ 细数各行各业的营销策划，总能发现品牌之间"碰瓷"的身影。比如茶饮行业，瑞幸、霸王茶姬屡次碰瓷"老大哥"星巴克；又比如快餐行业，50年来汉堡王 锲而不舍地"追求"麦当劳，而麦当劳和肯德基经常上演相爱相杀的大戏；再看看小米，无论手机还是汽车，总是不忘提一嘴"友商"。 那么，为何品牌之间总爱"碰瓷"式营销，做广告也不忘拉上友商呢？ 碰瓷营销拿捏流量密码：小蹭大，强碰强 一般而言，碰瓷营销指的是实力相对弱的品牌向实力相对强劲的品牌或明或暗地发起挑战，制造话题，借对方已有的知名度提高自己的曝光度。 比如香港女鞋品牌思加图延续去年的碰瓷套路，让阿迪达斯的前任代言人杨幂"坐"在阿迪达斯门店上方，广告文案"我又来了啊，思加图编织鞋的确好 穿"，其中"啊"和"的"一上一下，谐音"阿迪"。 这个广告的巧妙之处在于，一方面在场景上精准选择户外广告的投放地点，吸引阿迪的消费者关注到思加图，实现引流；另一方面在文案上一语双 关， ...

Core Viewpoint - Guangzhou Yujian Xiaomian Catering Co., Ltd. is preparing for an IPO on the Hong Kong Stock Exchange, aiming to become the first publicly listed Chinese noodle restaurant, reflecting the transformation of the Chinese fast-food industry and the modernization of traditional snacks [1][2][5]. Company Overview - Founded in 2014 by Song Qi, Yujian Xiaomian started as a small street shop in Guangzhou, combining the flavors of Chongqing noodles with fast-food efficiency [3][5]. - The company has successfully completed five rounds of financing, with a valuation reaching 3 billion yuan, supported by investments from various groups [4][5]. Market Position and Strategy - Yujian Xiaomian has differentiated itself in a competitive market by expanding its product line to include various Sichuan and Chongqing snacks, and by implementing a 24-hour service model in some locations [4][6]. - The company has adopted a "flavor modularization" strategy to cater to regional tastes while maintaining standardization, enhancing its market adaptability [7]. Industry Trends - The Chinese fast-food industry is experiencing a shift from rapid expansion to a focus on efficiency and value, with a chain restaurant penetration rate of 19% in 2023, compared to 54% in the U.S. [5][6]. - The market for noodle restaurants is projected to grow, with over 660,000 noodle shops expected by March 2025, and a market size surpassing 160 billion yuan [9][10]. Digital Transformation and Marketing - Yujian Xiaomian is leveraging digital systems for operational efficiency, including a membership program to enhance customer retention and a smart supply chain for inventory management [7][8]. - The company is also exploring new sales channels, such as group meal services for offices and retail products for home cooking [7][8]. Future Outlook - The company’s IPO is seen as a significant opportunity for brand enhancement and capital support, which is crucial for its long-term growth and operational efficiency [5][8]. - As the industry evolves towards quality competition, Yujian Xiaomian's focus on supply chain optimization and diverse service offerings positions it well for future challenges and opportunities [8][12].

Group 1: Consumer Sentiment and Spending - The Trump tariff policy has severely impacted consumer confidence in the U.S., particularly among middle and low-income groups, leading to reduced spending [1] - Companies that primarily target middle-class consumers, such as McDonald's, General Motors, Harley-Davidson, and Hershey, are experiencing declining sales and profit pressures [1] - McDonald's reported its lowest sales in mature U.S. restaurants since the pandemic, attributing this to cautious spending by lower-income customers [1] Group 2: Automotive Industry Impact - Harley-Davidson's motorcycle sales fell by 24% year-over-year, with the CEO citing economic uncertainty and high interest rates as key factors [2] - General Motors, despite initial sales growth, has lowered its annual profit forecast by $2 billion to $3 billion due to tariff costs of $4 billion to $5 billion [2] - GM plans to increase North American prices by up to 1%, reversing an earlier expectation of a price decrease [2] Group 3: Confectionery Sector Challenges - Hershey reported a 15% decline in sales of candy, mints, and gum, with executives noting a growing consumer focus on value [3] - The company anticipates a loss of $15 million to $20 million in the current quarter due to tariffs on key raw materials like cocoa, which cannot be grown domestically [3] Group 4: Technology Sector Performance - Apple reported strong second-quarter sales driven by increased iPhone demand, potentially due to panic buying before new tariffs took effect [4] - Analysts warn that ongoing economic uncertainty poses real risks to both domestic and global economies, with signs of declining business and consumer confidence [4]

Group 1 - The collaboration between Nanjing Hongshan Forest Zoo and well-known brands has created new engagement opportunities, attracting nationwide fans during the May Day holiday [1][2] - The zoo's partnership with Golden Eagle Group has launched a 2.0 version of deep co-creation, themed "Everything is Cute," integrating cultural tourism and commerce to enhance visitor experiences [1][3] - The zoo implemented a visitor management system during the holiday, limiting daily admissions to 80,000 and peak in-park numbers to 40,000 to ensure safety and order [3] Group 2 - The collaboration with KFC introduced exclusive merchandise, such as plush keychains, which significantly increased customer engagement and social media discussions, with a topic reaching 409,000 views and 2,660 discussions [2] - A pop-up bus featuring zoo mascots was deployed at a shopping area, further promoting the partnership and attracting fans for photo opportunities [2][3] - The zoo's visitor numbers ranked in the top four among city attractions during the holiday, indicating a successful marketing strategy [3]

麦当劳(MCD.N)：预计2025年将净新增1800家餐厅。 ...

当人均 12 元就能在火锅店实现 "野菜自由"，当海底捞、巴奴等连锁巨头纷纷推出 "荠菜鸡肉滑""春日 脆嫩笋蔬拼盘"，当小红书上 "野菜自助火锅" 笔记突破万篇、抖音话题播放量逼近 5 千万....... 这场从贵州山野蔓延至全国餐桌的 "吃草狂欢"，究竟藏着怎样的消费密码？为何曾被视作 "土味" 的蒲 公英、马齿苋，如今成了火锅人竞相追逐的 "流量密码"？ 这些年，这种 "土味蔬菜" 的搜索热度一直呈攀升态势。据中国餐饮协会数据，"乡土食材""怀旧菜系" 相关搜索量年均增长 47%。在一些社交媒体上，野菜的讨论热度也在持续升温。 据小红书数据显示，野菜相关笔记同比增长 380%，"野菜美学""氛围感野餐" 成为新兴话题。其中围绕 "挖野菜""挖野菜的乐趣" 等话题已产生近2.5 亿浏览量。 随着 "野菜" 热度增长的势头越发迅猛，越来越多的火锅店和品牌盯上了"野菜"，开始深度挖掘它的市 场增量。 01 这次，火锅人又盯上了"野菜" 野菜通常指可直接食用的野生植物，它们生长在野外，未经过人工栽培和干预，纯粹是自然生长而成。 1、一方面，野菜自助火锅开始在市场上风靡，引发了不少关注。 在小红书上，野菜自助火锅 ...

2025年4月 经管联合书单 在这个不确定性与机遇并存的时代，读懂经济周期的密码、掌握商业演化的逻辑，已成为每个职场人与创业者的必修课。本月，我们联合多家出版社把近 期值得看的经济管理类好书整成了这份书单 —— 有能帮你看懂经济风向的"指南针"，有商业大咖用半生跌宕写就的启示录，有拆解大厂案例的"实战手 册"，也有把老理论讲出新意思的"醒脑指南"，从行业趋势到职场思维，角度各不相同。 不如在忙碌日子里留个缝隙，让这些凝结着经验与思考的文字，陪你一起看看世界、想想问题。翻开任何一本，说不定就藏着你正在找的答案呢～ 01 正路2—— 我一生的实践与追求 中国快餐教父、百胜中国前主席兼CEO苏敬轼传奇人生和管理智慧全纪实 正 路 紧到双书 (N) 手 一生的匾求 和实践 苏敏就 804 - 2032 米國出雲國 出席 著 0 中国出版集团 索方出版中心 苏敬轼 著 2025年4月出版 东方出版中心 百胜中国前主席兼CEO苏敬轼在本书中记录了他从四家肯德基门店起步，掌舵26年走在正路上，终带领百胜中国成长为中国餐饮航母巨头的传奇历程，并 从品牌重塑、门店开发、供应链打造、新品研发、数字营销、危机公关、食品安全、团队建 ...

前白宫国家经济委员会主任警告，美国关税政策的全面影响将在5月底显现，直接冲击消费品供应和价格。 据央视新闻报道， 当地时间4月27日，曾在特朗普第一个总统任期内担任白宫国家经济委员会主任的加里·科恩（Gary Cohn）表示， 美国目前关税政策的影响 将在下个月底开始在全国范围内显现， 这一预测是基于货物运输和分发所需的时间。 科恩说，收入水平及经济实力较低的人群将把100%的薪水都用于购买商品，而富人会存储更高比例的收入。 这意味着关税将对低收入美国人产生更大影响。 消费狂潮退烧，提前购买难掩后续疲软 科恩观察到，在关税威胁下，消费者出现了明显的"预加载"或"前端购买"行为。为了规避未来可能更高的价格，民众抢购汽车，推动汽车销售创下历史新高，同 时大量购入消费品、洗衣机和科技产品。这使得经济的"硬数据"在短期内看起来"相当稳固"——然而，这只是表面现象。 科恩强调， 反映未来预期的"软数据"，如消费者信心指数和各类民调，正显示出越来越多的疲软迹象。 比如作为 作为未来支出先行指标的 消费者信心，已经 亮起了红灯。 各大消费品公司的一季度财报时也印证了这一点：尽管一季度尚可，但对二季度的展望普遍悲观。从快餐连 ...

达美乐比萨第一季度营收11.1亿美元，同比增长2.5%，市场预估11.2亿美元。 ...