China's food culture is too rich. Considering the different tastes of consumers in different regions, the degree of spiciness in different cities of Haidilao is also different. There is such a big difference in spicy food alone, not to mention eating habits, cultural practices and so on. The food culture is very different and the regional attributes are y rooted. Food and beverages are destined to be an extremely fragmented market. In this already fragmented market, how difficult it is to try to put together a complete "food and beverage map" and open thousands of stores! Perhaps this problem will be solved only with the rapid development of high-speed rail and other modes of transportation in China, and when people are mobile enough to have a variety of eating habits that blend together.

It's hard to take anthropometric measurements when there are no aisles or "currents". There were barely hundreds of restaurants with food and beverage brands before the mall's exit. At the time, it was also common for restaurant brands such as Golden Million and Big Duck Pear to open street-level stores with body counts in the tens. But now as the shopping center channel has matured, it has attracted 33, 354 young people with a unified customer base, so many restaurant brands have followed the shopping center. Because of this, the complexity of site selection has been eliminated, and many food and beverage brands have opened hundreds of directly operated stores at once and scaled up. In this sense, a store cannot open without a stable channel, let alone a million stores.

Starbucks, by contrast, seems to do very little advertising in China, but after careful consideration, it doesn't stop there, it plays it smart. It can play the membership card perfectly. When promoting a new product, it will choose opinion leaders from different fields, such as advertising, photography, fashion and so on. It promotes the new product from different angles to create an offense.

In contrast, in China, many restaurant brands don't even have a budget for brand promotion this year, let alone a methodology for promotion. There is no methodology. They just like to emphasize their good ingredients and tasty products. With most restaurant brands, the usual methodology is to focus on bombarding ads, hyping the brand as a leading brand, and then eating their old models. Once the store is weak, the brand is in a weakened state and under pressure to survive, they don't allocate any budget for product announcements. As a result, brand potential plummets, creating a vicious cycle that eventually closes stores.