作者｜任彩茹 编辑｜乔芊 「即使眼下消费创投退潮，我们依然看好新锐消费品牌吗？ 答案毋需怀疑。 消费是一个长坡厚雪的赛道，品牌养成不是一朝一夕，而一旦立住，就不会轻易死亡。我们看到，经过一轮高速成长的阵痛，一些新品牌公司拥 有了忠实用户，进而获得了可观的规模甚至利润，进入稳定增长的新阶段。它们大多诞生于2014年之后，乘上2019年刮起的投资热风，在激烈竞 争中胜出。 基于此，36氪未来消费决定挑选36家新消费品牌公司，以专访、案例分析等方式，持续跟踪它们的发展，并汇集在"厚雪专访36"这个栏目中。」 在袁记云饺的新加坡办公室，田伟背后的墙上挂着"持续创业"四个大字，忙碌、深入一线也是他在这里的真实节奏。 2025年12月22日，袁记云饺在新加坡裕廊坊的新店"低调"开业。这是一家"食阁店"（位于食阁内的档口店），由于没有热闹的仪式，现场看不出新店开业的 痕迹，就像周围的每个老档口一样接待着来往顾客。 田伟在店外观察了一上午客流，同时与食阁的物业方洽谈品牌入驻战略合作——"我当时数了，排队最长时有28个人"，直观的热度，让物业方最终确定了合 作意愿。中午，他又赶回办公室，与即将在英国开店的合作伙伴讨论新店筹备事 ...

中国餐饮出海的方法论很多，但真正有效的仍然要自己实践。 作者 | 任彩茹 潮涌之下，中国餐饮品牌出海，已经是一个略显陈旧的"话题"。但真正剥开来看，正餐品牌往往不以规模为锚点，而跑出一定规模的大多是饮品、麻辣 烫、火锅这样标准化程度极高的形态。袁记云饺则处于一种相对空白的中间态，要手工现包的模式，也要构筑规模。 "真正的出海，还是要自己下场去干。"拉扯海外业务一年，田伟悟出的三个关键点是：财务税务、数据安全、劳工关系。这其中涵盖大量细节——会员 信息隐私保护、店员工作证的合规、有没有加盟商"雇黑工"、个别店员领了工资就"消失"几天等等，都是不可忽视的问题。 2026年1月，袁记云饺新加坡还会新开业5家门店，总店数将来到15家，成为当地门店数量最多的中式快餐品牌之一。其中，食阁店、社区店、商场店均 已跑通模型，开业两周的裕廊坊店目前工作日的日均营收在6000新币左右。2025年12月，其泰国首店在曼谷开业，泰国二店预计本月开业，马来西亚 等市场也已进入筹备后期。 编辑 | 乔芊 在袁记云饺的新加坡办公室，田伟背后的墙上挂着"持续创业"四个大字，忙碌、深入一线也是他在这里的真实节奏。 2025年12月22日，袁记 ...

近日，速冻食品品牌"合口味"在深圳地铁投放的一则广告引发争议，该广告展现两个场景，其中一张图 片为一位母亲手忙脚乱地做饭，另一张图片为一位母亲和孩子愉快就餐，广告配文"与其在厨房'打 仗'，不如陪宝贝多玩一会儿"。 对此，部分网友指出，该广告中呈现的仍是母亲独自承担做饭与照顾孩子的传统角色形象，或加深社会 的刻板印象。 1月6日，合口味官方账号发布致歉声明称，近日，公司发布的地铁广告因部分图文内容细节欠缺考量， 引发部分消费者的不良联想，公司在此向每一位受影响的消费者致以最诚挚的歉意。 声明显示，目前公司已与广告合作方沟通将相关广告进行调整更换，再次向所有受影响的消费者说声抱 歉，并感谢大家的监督与提醒。 1月7日，合口味集团相关负责人向南都湾财社记者表示，近期有用户对公司的广告画面提出意见和建 议，对此，公司高度重视，已第一时间通过官方渠道发布致歉声明，并已安排将相关画面全部调整更 换。同时，公司已对内部审核流程进行梳理和优化，避免类似情况再次发生，"再次感谢社会各界和媒 体的监督，我们会持续改进，为大家提供更好的内容"。 凌雁管理咨询首席分析师林岳告诉南都湾财社记者，网友的批评指出了广告行业中一个长期存在 ...

面对愈演愈烈的同质化竞争，餐饮行业亟需通过结构性创新引领行业发展，而袁小饺的发展路径正与这一趋势高度契合。从健康化产品布局到全场景消费覆 盖，从数字化供应链搭建到产业上下游协同，袁小饺以系统性创新成为中小餐饮企业转型的范本。 荣获"年度先锋品牌"荣誉的背后，是袁小饺对产品创新的探索以及在品牌数字化营销模式上不断推陈创新的成果。在产品端，袁小饺突破传统饺子、云吞的 品类边界，将产品品类拓展至面食领域，形成"一日三餐"全场景产品矩阵，为消费者打造"家门口食堂"的消费体验。同时，聚焦健康饮食需求，袁小饺推出 牛肉系列、鸡肉系列，契合消费者从"满足饱腹"到"健康定制"的消费升级。 近日，在美团第八届餐饮产业大会上，袁小饺凭借在产品创新、数字化运营及产业赋能等领域的突出表现，斩获"年度先锋品牌"奖项。 作为国内餐饮行业的风向标，美团餐饮产业大会的奖项评选以创新力、成长性与产业贡献为核心标准，此次荣誉不仅是行业对袁小饺发展成果的认可，更加 印证了其对后疫情时代餐饮高品质与健康消费趋势的精准把握。 数字化运营的深度布局更是袁小饺成为"年度先锋品牌"、构建核心竞争力的重要支撑。袁小饺建立了从采购到配送的全程食材可追溯系统，以 ...

Group 1 - Meituan's delivery platform Keeta is collaborating with the restaurant chain Yuanji Yunjiao to donate 3,000 free meals starting from November 28 [1] - The initiative will provide lunch and dinner supplies to multiple shelters in Tai Po for three consecutive days [1] - The donated meals will primarily consist of dumplings and wontons, designed for easy consumption by affected residents [1]

Core Viewpoint - The training program aims to enhance the e-commerce operational capabilities of village officials in Guangning County, promoting local high-quality agricultural products to urban markets [1][3]. Group 1: Training Objectives and Content - The training focuses on four core topics: "Rural Revitalization through E-commerce," "Establishing Symbiotic Alliance Organizations," "Strategies for Selling Quality Agricultural Products," and "Increasing Income through E-commerce for Idle Labor" [4]. - The program is designed based on prior research conducted by a team from Guangdong University of Finance, which identified key challenges in local e-commerce development, including weak talent operation capabilities, limited supply chains, and difficulties in customer acquisition [4]. Group 2: Expert Insights and Practical Applications - The founder of Shengben New Marketing elaborated on the innovative model of "Symbiotic Alliance Organization," emphasizing the importance of building an industry ecosystem that integrates resources and complements advantages [6]. - A practical solution for activating idle rural labor resources was shared, highlighting the use of private domain operations and community group buying as effective methods to enhance income [9]. Group 3: Collaborative Framework and Future Directions - The training established a comprehensive e-commerce empowerment system through collaboration among government, academia, and enterprises, providing a full-spectrum solution for Guangning's e-commerce development [10]. - The initiative represents an important innovation in deepening "government-university-enterprise" cooperation, transitioning from policy-driven support to sustainable industry development, with plans to accelerate the construction of the "Guangdong-Hong Kong-Macao Greater Bay Area Vegetable Basket Zhaoqing Sub-center" [10].

Core Viewpoint - A small eatery in Longgang, Shenzhen, gained significant online attention after refunding 13 yuan to two recent graduates, highlighting the warmth and kindness in the city, which resonated with many people online [7][9]. Group 1: Company Overview - The small eatery, opened in June, is run by Mr. Pan and Mr. Huang, who have over 20 years of experience in Shenzhen's food industry [8][9]. - The restaurant's owner, Mr. Pan, emphasized the importance of helping others, stating that providing a meal is a way to support those in need [9][10]. Group 2: Community Impact - The story of the refund led to a "warm relay" initiated by the Longgang Youth Committee, which connected the graduates with resources for accommodation and job opportunities [10]. - The committee facilitated the graduates' stay at a youth hostel and provided assistance in job matching and resume optimization, aiming to help them integrate into the city [10].

Core Insights - The recent surge in food delivery subsidies has led to a consumer frenzy, with many taking advantage of "zero-cost" offers, but the long-term implications for businesses remain uncertain [5][12]. Group 1: Consumer Behavior - Consumers are actively participating in the subsidy-driven promotions, with reports of individuals receiving significant discounts on food items, leading to increased stockpiling of goods [5][6]. - The frequency of food delivery orders among young consumers has notably increased, shifting their consumption habits towards online ordering rather than dining out [12][14]. Group 2: Business Impact - Many restaurants have experienced a dramatic increase in order volume, with some reporting up to a 50% rise in orders during the subsidy period [6][11]. - Despite the apparent increase in sales, many businesses are struggling to maintain profitability due to high operational costs, with some reporting lower net earnings compared to regular business days [7][11]. - The intense competition and reliance on subsidies are pushing restaurants into a difficult position, where participation may lead to losses while non-participation risks losing customer traffic [11][12]. Group 3: Market Dynamics - The ongoing subsidy war is reshaping consumer price expectations, with many consumers now unwilling to pay prices above a certain threshold for food items [14]. - The shift in consumer behavior and price sensitivity may lead to long-term challenges for traditional dining establishments, as they compete with the convenience and low prices of food delivery services [12][14]. - The current market dynamics suggest that the food and beverage industry may face a cycle of price wars that could harm the overall ecosystem, with smaller businesses at greater risk of failure [11][14].

Group 1: Menu Design Techniques - Avoid overcrowding the menu with too many items to prevent overwhelming customers and enhance their dining experience [2] - Limit the number of food photos on the menu to avoid distracting customers and ensure readability, with a recommendation of 3-4 medium-sized images per page [3] - Clearly disclose all necessary information on the menu, including additional charges and items that need to be ordered separately, to avoid customer dissatisfaction [4] - Include allergy warnings for any ingredients that may cause allergic reactions to ensure customer safety [5] Group 2: Food Safety and Brand Development - Emphasize food safety as a long-term priority, especially during food safety crises, to build customer trust and loyalty [6] - Create brand memory points using various methods, focusing on truthfulness and creativity to engage customers, particularly younger demographics [7] Group 3: Leveraging the Internet - Utilize internet technology and local service ecosystems to enhance sales and service capabilities, leading to increased order and customer numbers [8] - Acknowledge the importance of innovation in restaurant marketing strategies to adapt to changing consumer preferences and market conditions [8]