Core Insights - The "2026 Beijing Commercial Brand Conference and the Announcement of the 2025 Top Ten Commercial Brands" was held, focusing on "New Demand, New Supply" [1] - The event recognized Xiaobai Xiaobai Group as the "2025 Annual Beijing Commercial Model Innovation Brand" for its innovative business model [1] Group 1: Company Overview - Xiaobai Xiaobai, a pioneer in the "one-person meal" hot pot concept, opened its first restaurant in Beijing in 1999 and has expanded nationwide, successfully listing in Hong Kong in 2014 [2] - The company has faced diverse challenges in the restaurant industry in 2025 and has achieved breakthroughs in talent incentives, brand marketing, and business models [2] Group 2: Talent Incentives - In 2025, Xiaobai Xiaobai launched the "Phoenix Return" partner signing events twice, aimed at outstanding employees and talents in the restaurant industry [2] - The partner program allows employees to share in store profits, with over 13 partner stores and more than 50 internal partners by the end of 2025 [2] - Initial partner stores reported a revenue increase of over 30% year-on-year, with profit margins exceeding 30% [2] Group 3: Brand Marketing - In July 2025, Xiaobai Xiaobai collaborated with the internationally recognized IP Doraemon for a themed marketing campaign targeting Gen Z and nostalgic consumers [3] - The campaign featured popular products like the Ice Cup and the "Doraemon Winter Landscape Cup," enhancing emotional connections with consumers [3] Group 4: Business Model Innovation - The company introduced a dual ordering model "Selected A La Carte + Unlimited Eating" under its subsidiary, which leverages a mature supply chain to enhance customer experience [3] - This model caters to both personalized family dining and casual gatherings, offering a wide selection of quality dishes at reasonable prices [3] - Xiaobai Xiaobai's innovative practices have set a benchmark for high-quality development in the industry, earning recognition as a top commercial brand [3]

Group 1 - The core idea of the article is the launch of the "Doraemon Warm Winter Secret" marketing campaign by the hotpot chain company Xiaobai Xiaobai in collaboration with the anime IP Doraemon, aimed at creating emotional resonance with consumers during the festive season [1] - The "Doraemon Winter Scenic Cup" was launched on December 20 across over 700 restaurants nationwide, priced at 78 yuan, with a member-exclusive price of 68 yuan. The cup features a C-shaped handle, detachable straw, and dust cover, emphasizing both aesthetics and practicality [3] - During the campaign, customers who bring the winter scenic cup to Xiaobai Xiaobai's tea brand "Chami Tea" can enjoy an 8 yuan discount on large hot tea drinks, enhancing customer engagement [3] Group 2 - The collaboration targets Gen Z consumers aged 18-25 who pursue individuality and diverse cultures, as well as consumers aged 30-45 with a deep emotional connection to Doraemon. The campaign aims to evoke nostalgia and emotional connections through the warm image of Doraemon [4] - The initiative is designed to provide a creative and healing winter experience for Gen Z while also rekindling fond memories for older consumers, thereby establishing a deeper emotional connection during dining experiences [4] - The company plans to continue attracting a broader customer base through innovative collaborations, quality service, and unique experiences, aiming to create differentiated consumption experiences [4]