您查看的活动已结束

近年来，电商不断侵蚀着线下实体商业，在传统的消费品线下门店生意日渐式微的趋势里，餐饮领域却愈发热闹。伴随着消费升级的时代浪潮，餐饮消费除了满足食客们对美味的需求，更需要满足人们内在的心理需求。

“吃什么不重要，重要的是有噱头。”社交媒体时代，排队、打卡、晒图俨然成了时尚人士的生活日常，越来越多的餐饮品牌开始把更多的心思用在空间设计和气氛营造上。新消费背景下的餐饮品牌到底该如何运营？那些被众人打卡的网红店爆红背后，到底有着怎样的商业逻辑？社交媒体时代的餐饮空间设计与过去的时代有哪些不一样？

今年北京国际设计周-751国际设计节，我们将邀请国内一些知名的餐饮品牌主理人和设计师一起来讨论这个话题，倾听他们对“未来食空”的想象。

刘芳/Helen Liu

北京煮叶餐饮管理有限公司总裁，中华全国工商业联合会烘焙业公会常务理事，曾任职星巴克华中区运营总监，负责大陆地区100多家星巴克门店运营，管理团队2千人，年营业额5亿余元。

President of Beijing Teasure Catering Management Co. LTD. Standing director of ALL CHINA BAKERY ASSOCIATION，Director of operations in central China area of Starbuck Responsible for the operation of more than 100 starbucks stores in mainland China Managed a team of 2,000 people Annual turnover exceeds 500 million RMB.

演讲时间

14:00-14:20

演讲主题

原研哉设计茶饮店和它的商业逻辑

The tea shop designed by  Kenya Hara and its business logic

煮，强调状态，温度以及饮茶有多重方式；葉，代表了茶叶、植物、自然，也代表了人和茶、人和人、人和事的关系，代表了空间。

我们希望做个东方人喝茶的空间，能够表达东方人对茶的认知。原研哉先生用“余白”很好的诠释了这个概念，用东方美学的设计理念进行煮葉品牌设计，使用竹子的环保元素打造现代舒适的茶空间，从而满足消费者休闲体验式消费需求。

Boiling emphasize the status, temperature and various approaches of drinking tea; leave represents tea, plants, nature, as well as the relationship between people and tea, people and people, people and matters, and also the space. 

What we desire to do is to build an oriental drinking tea space, which can express oriental awareness of tea. Mr. Hara interprets this quite well with the “Void”. He uses the oriental aesthetic design concept to design the TeaSure brand design, and uses the environmental elements (such as bamboo) to create a modern and comfortable tea space to satisfy consumer's leisure-experience consumption demand. consumption.

王晓申/Wang Xiao Shen

具备极敏锐的商业嗅觉，精于战略思考与策略规划，尤其擅长将艺术融入商业的尝试。

经历： 儿时随家人赴美，中学时期回国，本科就读于UCLA。大四进入高盛盐湖城分部成为实习分析员，因不满足于一眼可见的未来，后辞职成为一名职业导游，接待来自世界各地的访美游客。15年归国，因在杨梅竹斜街的一次冬日漫步萌生创立Meeting Someone的想法。16年10月，首家餐厅开业，第二个月即实现收支平衡，一年零三个月实现盈利，开业至今每日仍客人盈门。17年12月，第二家升级品牌餐厅于国贸开业并迅速走红。

Features: he has extraordinary strong business acumen, skilled in strategic thinking and strategic planning, especially attempting to integrate art into business.

Experience: Mr. Wang has been to United States with my family when he was a kid. He comes back to China during his middle school time, and attends UCLA during undergraduate period. He works in the Salt Lake City branch of Goldman Sachs as a student analyst in his senior year. Due to not satisfy with the visible mediocre future, Mr. Wang quit his job and become a professional tour guide to receive visitors all over the world. He returned to China in 2015, a winter walk on Yangmeizhu Oblique Street makes an idea of creating Meeting Someone came up on his mind. His first restaurant opened in October 16th, and achieved a balance in the second month. The Meeting Someone achieved profitability after a year and three months and it is still filled with customers today. In December 17th, his second upgraded brand restaurant opened at International Trade Building and rapidly raised to a famous store.

演讲时间

14:20-14:40

演讲主题

艺术、商业与食物

Art,Business And Food

在Meeting Someone看来，艺术是一切商业活动的顶层，而技术则是基础，商业就是嫁接技术与艺术的中间构成。正式基于以上的理论，一个原本提供食物的空间，也就有了无限可能……

It seems to Meeting Someone that art is the top of all business activities, while technology is the foundation. The business is like the intermediate structure between grafting technology and art. It is based on the above theory that there is an infinite possibility for a space that originally providing food...

小北/Xiao Bei

小北，娱乐营销公司追影传播创始人/网红茶馆 器生茶时创始人 。曾参与《明星大侦探》《中国诗词大会》《奇葩说》《太阳的后裔》等现象级影视综艺作品的营销；生活消费品类品牌推手。 

Xiaobei, founder of a Entertainment Marketing (Dream Media Culture Spreads Co.,Ltd) and a online famous teahouse (Qi Sheng Cha Shi). She has participated in marketing of many phenomenal films and television and programs and variety shows, such as Star Detective, Chinese Poetry Conference, Let’s Talk, Descendants of the Sun and others. She is also a pushing hand of consumer brands.

演讲时间

14:40-15:00

演讲主题

如何创造一个自带传播属性的品牌

How to create a brand with own propagation properties

为什么有些店投入大量广告费却还是容易被人遗忘，有些店却“莫名其妙”就火了？是因为“运气”，还是因为“东西好”？为什么有的店“酒香就怕巷子深”呢？为什么有些店，来了一次的客人就不会来第二次呢？任何一个火爆品牌的背后，都有传播方法论的存在。“火”，从来不是靠运气。花最少的钱，让最优质的客人，主动帮你做传播：从产品端开始规划，打造一个“自带传播属性”的品牌。

Why some stores investing a lot on advertising but still being forgotten easily? And why some stores are “inexplicable" become very famous? Is it fortune or good quality? Why do some stores "have great products but cannot become well-known without advertising "? Why the guests going to some of the stores once will not come over again? There exists the methodology of advertising behind every popular brand. Become popular cannot just rely on good luck. Invite the top-quality guests advertise for you with the least money: planning from product to create a “self-selling” bran.

吕旭萍/Apple

吕旭萍（Apple），食货星球创始人&CEO。十年媒体从业经验，曾参与运营统筹城市画报旗下多个品牌项目，曾任iMART创意市集主理人、得来礼物主理人等。于2016年创办「食货星球」，致力打造国内最具影响力的新潮餐饮消费体验渠道品牌。

Lv Xuping (Apple), the founder & CEO of StarEat. Miss Lv has ten years of experience in media and has participated in the operation and coordination of many brands under City Pictorial. She has served as the principal of iMART creative market and Delai present. In 2016, she has created the StarEat to build the most influential new catering consumption experience channel in China

演讲时间

15:00-15:20

演讲主题

年轻人都在吃什么？

What does young people eat?

酷餐厅长啥样？年轻人喜欢什么零食？美食节如何吸引95后？美食是社交，更是自我表达。食货星球通过媒体、活动及零售持续关注新一代年轻人的潮流饮食风向，关注国内崛起的新锐餐饮品牌和背后的餐饮消费升级市场。

What does a cool restaurant looks like? What are young people’s favorite foods? How does the food festival attract 95s? Food is not only a social intercourse but also a self-expression. StarEat has continued to pay attention to the trend of new generation of young people through media, events and retail. It also focus on the budding domestic catering brands and their catering consumption upgrade market.

刘超/LiuChao

刘超，毕业于中央美术学院，曾工作于北京建筑设计研究院，北京odd事务所主创设计师，曾获金堂奖、金外滩奖等室内奖项，擅长商业空间设计，加入indeco后整合高效、简约、现代的设计流程，模块化商业设计思路，提升团队设计竞争力。

LiuChao，He graduated from the Central Academy of Fine Arts and worked at the Beijing Architectural Design and Research Institute. He is the chief designer of the Beijing odd (okamoto deguchi design). He has won indoor awards such as the Golden Hall Award and the Golden Bund Award. He specializes in commercial space design and integrates indeco to integrate efficient, simple and modern. Design process, modular business design ideas, enhance team design competitiveness".

演讲时间

15:20-15:40

演讲主题

Blanko生活馆

Blanko Mini Market

基于Blanko多元素的经营理念，将来福士店划分为不同的功能区，并采用北欧风格的设计概念，用流畅的线条、简洁的色块，将Blanko打造成为这座城市中平静与放松的驿站。

Based on Blanco's multi-element business principles, the Fushi Store is divided into different functional areas, and adopts the Nordic-style design concept that create it into a calm and relaxing station in the city with smooth lines and simple color lump. 

腰子哥/Grilling kidney brother

腰子哥，腰约创始人。北京大学金融学硕士，知名地产和金融行业15年经历。2016年放弃年薪百万工作辞职开店，和一群热爱烧烤的80、90后创业烤腰子，有着处女座追求极致的精神。他满怀热情和创新思维，只为烤好一串腰子，串联更多的人。 

Grilling kidney brother is the founder of Grilling Kidney Club. He got a Master of Finance from Peking University and had worked in a well-known real estate and financial industry for  15 years. In 2016, he quit the job with annual salary of a million yuan and opened this barbecue restaurant with a crowd of personnel in twenties and thirties who love barbecues to roast kidneys. With the spirit of pursuit of perfection in Virgo, his abound enthusiasm and creative thinking are just for a good stick of roasted kidney and make more friends. 

演讲时间

15:40-16:00

演讲主题

餐饮品牌如何利用社群赚足人气

How do catering brands become popular by utilizing community?

在传统的营销方式中，建立和维护品牌的主要是靠大众传播。如今主要营销方式转变成了社交媒体营销，通过社交媒体吸引和维护一群忠实粉丝，并通过他们的口碑传播影响更多的人成为忠实粉丝。在中国使用最广的社交媒体工具是微信，很多餐饮品牌从一开始的传统营销模式也逐步紧跟时代步伐转向新媒体，利用社群做客户维护和营销。对于餐饮品牌来说，拥有一群精准的粉丝非常关键，在餐厅推出新品或者促销的时候能够第一时间快速传播给社群精准的粉丝，获得预订的同时还能够获得粉丝的二次传播，尤其是在出品获得忠实粉丝的认可后，他们会在群里主动帮餐厅去做宣传。

首先要打好基础，站在粉丝的角度考虑，什么样的社群更加让人有兴趣，让粉丝有参与感。确立社群的主题和方向。其次要找到第一批最精准忠实的种子客户，一定要筛选对餐厅有很高认知度和认可度的，这样才能快速有效的进行口碑传播。重点是如何让粉丝留存并让粉丝之间进行自传播，持续转化为忠粉。

王皓晨/Wang Hao Chen

王皓晨，95后，新餐饮品牌春丽吃饭公司主理人。他和搭档马壮壮成功塑造新餐饮厂牌春丽吃饭公司，在网络上迅速爆红。

Wang Haochen, born after 1995, is the principle of the new catering brand-Chunlichifan Co.,Ltd. He and his partner Ma Zhuangzhuang has successfully build a new catering brand--Chunlichifan Co.,Ltd and rapidly become famous on the internet. 

演讲时间

16:00-16:20

演讲主题

吃饭半小时拍照2小时的餐厅

A restaurant where half an hour for eating and two hours for taking photos

用3天时间想创意，用7天装修。春丽吃饭公司就这样用10天时间开业了，随后的时间里，被无数俊男美女、时尚和娱乐圈的红人打卡。春丽吃饭公司暴红背后的故事是什么呢？

黎德宣 /Edward Lay

黎德宣(Edward Lay)，喜茶的品牌合作负责人。作为新式茶饮的最佳代表品牌，他让喜茶变成品牌跨界合作的弄潮儿。旅居海外十余年的他将中西方文化融合碰撞，成功打造喜茶X耐克，emoji，B.Duck等最酷品牌合作，他来告诉我们设计对于喜茶的重要性。

Edward Lay, the head of brand cooperation at heytea. As the best representative brand of new style Chinese tea industry, he has turned heytea into a co-branding leader. After living overseas for more than 10 years, he successfully created some cool co-branding such as heytea X Nike, emoji, and b.duck. Now he would tell us the importance of design for heytea.

演讲时间

16:20-16:40

演讲主题

少即是多

Less > More 

纯粹简单的东西往往带给人们的是更多的享受。

​Purely and simple things tend to bring more enjoyment to people.