wen | kuaiwansiwei lichunting

12yue16ri，juguojiatongjijufabushujuxianshi，2024nian11yue，quanguocanyinshouru5802yiyuan，tongbizengzhang4%；xianeyishangdanweicanyinshouru1297yiyuan，tongbizengzhang2.5%。2024nian1-11yue，quanguocanyinshouru50169yiyuan，tongbizengzhang5.7%；xianeyishangdanweicanyinshouru13902yiyuan，tongbizengzhang3.1%。

buzhidaogeweicanyinrenkandaoshangshushujuzuoheganxiang？dajiazishendetiganruhe？

congkuaiwansiweidezishenguanchalaikan，dangxiapinpaicanyindeshourushizhengtixiahuade，lirungengshibujinrurenyi。

weiletishengyingyee，canyinpinpaidepubianzuofashikuopinleihejiagedai，zheimezuodemudejiushijinkenengduoxiyinkequnjindianxiaofei，youcijiuzaixingyelichanshengleyigexinhuati：shixiaodedanpinzhanlveheremendedaronghe，canyincaidancongshaoermeizaihuiduoerquan？dangdanpincantingcaidanzhuanxiangduoerquan，kuopinleihejiagedaishijieyaohaishiduyao？

womenhuiwang2012niandao2017nian，zihuangtaiji、xishaoyedengqianwanghongpinpairumingxingbanhengkongchushiyoubeishouguanzhu，cijiancanyinyejinruledanpinzhanlvedezhuanxingqi，yeneizaicishifenfenrenweidaerquanshiyizhongguoshiledefazhanfangfa，yixieshishangdecaixipinpaizhubucongdacaixishengjiweicaipincanting，birucongchuancai、xiangcai、lucaidengcantingbianchengshuizhuyucanting、lajiaochaoroucanting、duojiaoyutoucanting、huangmenjicantingdeng，neishiyidaocaiquechenglepinpaihecaixidedaimingci。

2019nianzhihou，danpinzhanlveqiaoranxiangdaronghemaijin，womenkandaokafeiguanxiangxicantingronghe、suancaiyuxiangzhongqingcai/chuancaishengji，zheixiedanpincantingzaiyanxiayouhuiguidaocaixideluoji，buzaizhudayidaocai，ershibianchengyigedacaixicanting。

zheishijinshilainiancanyinyefazhandegaikuang、bianjuyuhuigui，neime，zheizhongzhouqibianhuayiweizheshenme？dangxiadehuiguiyuguowangdedaerquanyouyoushenmequbie？

单品战略是传统餐饮进入新餐饮的必经之路，但不是终局

danpinzhanlvezaidangxiakanzhishiyiduanqiaoliang，buguodangdanpinzhanlvechuxiandeshihou，dajiasihudoubatadangyigexingyedezhongjijiejuefangan，zheiqishibingbushicanyinrenbugoucongming，ershiyinweixifenbenjiunengjiejuedabufenqiyedefazhanwenti。

bujinshicanyinye，zaijuedaduoshushitixingyejieshiruci，birucongfuzhuangchengxihuadaotongzhuangdian、nanzhuangdian、nvzhuangdian、laonianfushidian、laobaohuwaifushidian，shenzhishipangrenfuzhuangdiandeng。xifenyiweizhejujiao，zaiyigefangjianneikaiyizhandenghuihenliang，dandajiahennanquguanzhuta，zhiyoubadadenghuanchengjiguang，fangneirendeguanzhudiancaihuihuidaodengshangqu。

lingyigejiaodushiliyi，congdachaoshidaobianlidian，shangpindelirunhuigaoyixie，bianlidianshichaoshitiaochudijiajingzhengdezhuliuxuanze，qiliyibujinyouzhuanqian，haiyoushengqian，yinweisuojianchanpindeshuliang，bujinfangbianguanli，haikeyijiangdisunhao、jieshengchengben。

kaiyijialucaiguanhennan，zheixuyaohendademianjihezugouduodechushi，ranerkaiyijiahuangmenjimifandian，zhishifuqidangjiunenggaoding。womenhainengguanzhudao，dangshidanpinzhanlveyongxiandepinpai，beihoujibenlibukaizibendeguanzhu，zibenyucanyinpinpaikunbangyiqi，gengduozhixiangdeshiliyi，duiyulucaiguanyaofangjiameng，tademianhenzhai，erjianglucaiguanxifendaohuangmenjimifan，luojiyibian，pinpaizhaojiamengshangjiurongyiduole。

xifendeyoushihaibujinyuci，duiyugukelaishuo，quchibeijingkaoyahequchibeijingcai，napashiyijianshier，danzaigukerenzhizhongqueshilianggewanquanbutongdexuanze。quanjudeshibeijingcai，beijingkaoyashuyubeijingmingcai，yishuochibeijingcai，waidiyoukedagaibuzhidaoshishenmedongxi，dankaoyaquanguorenminjihudouzhidao，erqiebeijingkaoyajiushijuyoubeijingtesedekaoya。

congreduhezhimingdulaikan，beijingkaoyaderenzhixiyinliyouyubeijingcai。duiyuxinxi，renmenzongshiqingxiangyujuxiangdeshiwu，erfeipiaomiaobudingdedongxi。

再来看湘菜品类。

xiangcaidereduzuizaogaoyulajiaochaorou，yubeijingkaoyaanlibutong，xiangcaibenshenjiushiyigegaorenzhipinlei，tashuyubadacaixi，caixijiazhizaichuantongyiyishangyouyubeijingcai。erzaixiangcaideanlizhong，lajiaochaoroudejujiaoyouzhuyupinpaiquelizhaopaichanpin、xiyintedingdekequn。

dangyigeshiwudezhimingdudiyutasuoshudequntishi，jiuyinggaishuoquntiming，fanzhizeshuoshiwuming，birupaimingdi103weidediyinxingmudachonggudasaoqukaicanting，dianmingyinggaixieshuihuhaohancanting，danwusong、songjiang、likuixiezijimingzijike。tongli，dianlidezhaopaishichoudoufu，dianmingxiexiangcaiguandagaibuheshi。

buguodanpinzhanlveyeyourenzhishangdewenti，biruyijiazhongqingcaiqumingsuancaiyucanting，yigechichuancaidanbuchiyu、duisuancaiyuwugan、chinilesuancaiyuderen，takandaodianmingjiubujinqule。

xifenshijujiao，genghuiguolvdiaoyixiedingweineidekequn。

事实上，单品不是战略，它只是一个短期发展方法

womenkeyifaxian，danpinshiyigebiaozhunhuafangfa，yeshirenzhidejiejing，biruxihuzhiyuhangzhou，tagaozhirenmentongguoxihukeyikuaisurenzhihangzhou。jiarubudongxiangcaizhimei，xiaochaorou、duojiaoyutou、choudoufuyitaochixialaijibenhuiduixiangcaichanshengyixiedutederenzhi。

shishishang，danpinzhanlveqishizhishiduanqigaige，ruguobayigeduanqilujingdangchenglezhangqizhanlve，neimepinpaideweilaihuihenweixian，suizhezhangqifazhan，shenzhihuichengweijudadepinpailieshi。

zuidadewentizaiyu：yiqianpinpaimenjinrudanpinzhanlvedejushizhishiweileshengshier，erfeiweileshenrudejujiao。biruconglucaiguandaohuangmenjimifan，zaoqianshichushipengren，daoledanpinhuangmenjizhihou，mendianjiubachushiqudiaole，chanpinhuanchenglebiaozhunhuadelenglianchanpin，zhixingdanpinzhanlvezhihou，mendiandejingzhenglihezhangqiyoushibujinmeiyoushangsheng，fanerhaixiajiangle。

erdanghuangmenjimifanfanlanchengzai，dajiadouzaizuojiangdipinzhideshier，zheiyedaozhimandajiedehuangmenjimifanbujinmeiyoubiandegenghaochi，quechaozhegengjiananchi、gengguidelujingzoudaohei，zaidangxiaofeizheduizheigepinleishiwangdeshihou，danpinzhanlvehoudemendianqishishiwulihuitiande。

zheixiemendianzenmeban？tamenzhinengzaicaiyijiaodanpindeyoumen，tongguojihuangmenjijiarukexuancaipinlaitigaodanjia，dingdanliangxiahua，zhiyaorenjunjiageshangzhangjiunengdaping，houlaizheizhaoshixiao，mendianjiuzhinengjiaruqitatongyangbiaozhunhuademalatang、mixiandenglaikuozhanxiaofeimian，duogehaowuguanliandepinleibeifangzaiyiqi，mendianjinyibushiqujingzhengli。

从单品战略到大融合，它并不是对过去传统的回归

jukuaiwansiweilejie，zaidanpinzhanlveshengxingneixienian，yezhengshizhongguocanyinyeliansuohualvchixutishengdeshihou，gengshiliansuojiamengpinpaiyuzibenhezuodegaoguangshike。

congcanyinzhengtidefazhangaikuanglaikan，danpinzhanlvebingbushijinxieniancaiyoude，zaichuantongcanyinshiqiyeyoubushaodanpinmendian，biruzhujiaofan、mifendian、changfendiandeng。zhibuguochuantongcanyindedanpindianshiyingjianxianzhi，yinweichufangtaixiao，laobanhuideshouyibuduo，yedanxingukediancaitaifuza、jibuzhudeng，erxincanyinshidaidedanpingaigeshiyizhongfenhua、shicongfuzacaidandaojianjiecaidandezhuanxing。

dancongfuzacanyindaojianjiecanyinzheizhongzhuanxingshiyouwentide，birujingzhenglidexiahua、xiaofeixiyinlideliushideng，duozhongyuanyinshidezheixieguowangzhuanzhuyudanpinzhanlvedepinpaibudebuhuiguidaodaronghexingshi。

biruchuancaiyouyigexifenshikaoyu，zuizaodekaoyushidapaidang，caidanshidazahui，dianliyoukaoyu、shiguoyu、jigongbao、chaocaideng，dangkaoyujinrushangchaodeshihou，kaoyujiuzhubujianjiehua，mendianjihuzhimaikaoyuzheiyidanpin，zaijinxienian，daduoshukaoyupinpaikaishipochudanpindafa，fenfenjiaruchuancai、kaochuan、ganguo、tiebandeng。

zaibirusuancaiyu、ganguo、xiaolongxia、shuizhuyu，zheixieguowangdedadanpinmoshiyemanmanfuzahua，mendianweilehuoke，jiarugengduopeicaihegengduokouweishichangtai，zaizhihoujiudeshangshengdaojiaxiaochi、chaocaidedafangxiang。

zaizhaopaifangmian，zheixiepinpaiguoquzhudadanpin，dangxiayebazhuchangjihuiledacaixi，biruguoqujiaoganguocanting，xianzaijiaochuancaicanting，youdehaijiaoxinchuancai、ronghechuancai(canting)deng。yinweidangcaixizugouzhiming，neimecaixidexiangxianglibidanpindaduole。

birujingyingyijialucaiguan，mendianjiaoxxhuangmenji、xxjiuzhuandachang、xxcongshaohaicanjianjieyidong，danmiangengzhaishidexiaofeiguanzhudu、kuanrongduhejinlaideliuliangyexiangyingdalezhekou。

conghuiguidelujinglaikan，daronghebingbushiduichuantongdehuigui，yebushidafadehoutui，ershiluojihuadejinjie，biruchuantongdeganguohuiyouhuoguo、yu、chaocaidenghaowuguanxidecaipin，quanpinglaobangerenyiyuan，ercongdanpindaodaronghe，taxuyaokaolvdaopinpai，biruyijiamaikaoyude，tanengzengjiacaipindeluojitongdaoshishouxiande，qiguanjiancicongjiyifangmianshikao，congshicailaikanshiyu，congwenhuagenyuanlaikanshichuancai，congcanjulaikanshitieban，suoyiyouzhidekaoyupinpaidedarongheshiyoulujingde，meiyouhuiguichuantongneimesuiyi。

结语

congxianshilaikan，danpinzhanlveyouduozhongxingshi，bingfeizhimaisanlianggecaicaijiaodanpinzhanlve，biruzhudakaoyadequanjude，youbiruzhudaxiaochaohuangniuroudechuiyan，quanjudeqiebutan，zaichuiyandeyingxiaofangmian，tadexuanchuanguanjiancidaduoshizhangshadidaoxiangcai、xiangcaipaiduiwang，bingbushiquxuanchuandidaoxiaochaohuangniuroupinpai，yebushixuanchuanxiaochaohuangniuroupaiduiwang，zheijiushicongdanpindaodaronghedehuigui，buguotongshihaibaoliuledanpindeqizhi。

conggongkaixinxilaikan，quanjudedexuanchuanhaitingliuzaikaoyafangmian，pinpaibiaoyushiyanqingjiudaoquanjude，yinweikaoyabuzaijuyouguowangderedu，chikaoyadegukebuqule，chibeijingcaidegukeyebuqule，youkehelurengengbuqule，yanqingshiyigetebiezhaidemian，pinpaidezhanlvekeyizuozhuan，danzuihaobuyaozuozhai。

zailaikanchayin，chayinguoqushinaicha，zhihoushizhishichaheguocha，xianzaiyeronghelesuannai、kafei、tiandian、guoshudengyiqieyutangshuiyouguandeshipin。yibianshidaronghe，lingyibianhaiyoudanpinpinpai，biruningmengcha、yezishui、suannai、mochadeng，zheishichanpindejujiao，zhibuguoyidanjujiaodedanpinshiquredu，zheixiedanpinpinpaihaishidezaichanpinshanghuiguidaronghe，youhuozhedarongheyudanpinbingxing，biruzhudaningmengcha，dancaidanshanghaishikeyijiaruqitayinpin。

congjiazhilaikan，danpinzaishixiaduiyumendianlaishuoshiyizhonglubiao，liangjiacaidanleisi，yijiajiaoxxningmengcha，yijiajiaoxxnaicha，suirandouyouningmengcha，chanpinhejiageyechabuduo，danzhiyaoxuqiushiningmengcha，gukedagaihaishihuizouxiangxxningmengchademendian。

zaihouxudejingzhengxia，ruguodanpindelubiaobuzaiweipinpaidailaiguke，neimejiushizheigelubiaogaigenghuandeshihoule，danpinzhanlveyehao，darongheyeba，qishidoushututongguizhixianglehuokeyufazhan。

dangdanpincantingcaidanzhuanxiangduoerquan，kuopinleihejiagedaishijieyaohaishiduyao？zheigehuatidedaanqishimeiyoudinglun，youxiepinpaikuolepinleihejiagedaihou，yingyeehelirundoushixianlezengzhang，eryouxiepinpaizejiasuleshuailuo。duiyuzheigehuati，qierangwomenguanchajinianzailaihuikan。