Group 1 - The core viewpoint of the article highlights the evolution of marketing strategies in the restaurant industry, emphasizing a shift towards authentic expressions of brand identity and storytelling [1][31] - The article discusses how brands are leveraging live streaming to showcase their unique characteristics and engage consumers more effectively, moving away from traditional marketing tactics [1][3] - The trend of "true expression" in restaurant marketing is becoming more prominent, with brands focusing on their genuine advantages and using platforms like Douyin to connect with consumers [1][31] Group 2 - The first part emphasizes the importance of food sourcing and freshness, with brands like Nongengji using outdoor live streaming to highlight their commitment to authentic ingredients [3][7] - The success of Nongengji's live streaming is attributed to its ability to create a transparent and engaging experience for consumers, resulting in significant increases in viewer engagement [7][8] - The article notes that the younger generation is increasingly concerned with food safety and freshness, prompting brands to adjust their operational and marketing strategies accordingly [3][8] Group 3 - The second part focuses on the significance of storytelling in restaurant marketing, with brands like Malatang Space utilizing their founders to share authentic brand narratives [9][10] - The founder's presence in live streams enhances credibility and emotional connection with consumers, leading to increased viewer interest and interaction [17][12] - Malatang Space's approach to storytelling during live streams is designed to resonate with consumers, showcasing the brand's unique qualities and history [9][12] Group 4 - The third part discusses the importance of creating a closed-loop marketing strategy that effectively communicates a brand's strengths to consumers [18][19] - Hong'an Feiniu's innovative approach during the National Day holiday highlights its full supply chain capabilities, enhancing consumer awareness of its quality [19][20] - The brand's use of Douyin for marketing allows it to reach a broader audience and effectively showcase its strengths, resulting in significant sales growth [22][20] Group 5 - The fourth part emphasizes the need for brands to engage with consumers in a relatable manner, particularly for emerging brands like Xieji Dashu Barbecue [23][25] - Xieji Dashu Barbecue successfully utilized a male idol group in its live streaming to attract a younger audience, demonstrating the effectiveness of aligning marketing strategies with consumer preferences [26][27] - The brand's ability to convert live stream traffic into sales showcases the importance of understanding and responding to consumer desires in a competitive market [27][29] Group 6 - The conclusion reiterates the necessity for restaurant brands to identify and express their unique qualities in a crowded market [30][31] - The success of the highlighted cases stems from a clear understanding of their brand identity and the ability to communicate this effectively to consumers [31][30] - The article advocates for a return to authenticity in marketing, encouraging brands to explore their core values and express them through innovative strategies [31][30]