Since Ma Yun formally put forward the concept of "small but beautiful" at the online business conference in 2112, small and beautiful has experienced a "window" period from mouth to mouth. Now, when it comes to being small and beautiful, many people have lost their initial enthusiasm, but they have also increased their helplessness. Many diners deeply understand that "small but beautiful" is small but difficult!

What is out of date is that the mode is not a category, and the model is not a small category, but a "small" model, which refers more to the "small" of the model than the "small" of the operating space. Small scale, that is, market segmentation, making hand-torn bags and egg tarts in baking, making brown sugar, precious milk and fruit tea in tea drinks, and making pickled geese in pickled flavor. In almost every of these subcategories, there are restaurants that turn a single project into a legend. Therefore, in the process of small and beautiful development, the so-called "outdated" does not refer to the outdated "small" category, but refers to the backwardness of the restaurant development model in the current market.

the spirit of being small and beautiful is "dead knock". The catering industry often mentions the originality of the Japanese. Take sushi as an example, from selecting high-quality rice to cooking, from cooking methods to ingredient collocation, every step is extremely exquisite, even pursuing perfection. On this basis, sushi can support a restaurant or even a brand. The core competitiveness of small and beautiful products is explosive products, and the soul of explosive products lies in "dead knock" and originality. In order to highlight the core competitiveness, we must be prepared for "hard-hitting" products.

compared with the scale advantage of large stores, small "humble" stores are more difficult to produce brand influence. Therefore, the consumption of small stores is more dependent on "flow" and "platform" than that of large stores, which is also the main reason for the "death" of a number of small restaurants during the reduction of subsidies for take-away platforms. In other words, it is precisely because of "small shops" that it is more necessary to increase consumption with the help of "external" forces such as brand influence, marketing and O2O platform.