有一个蛋糕店名字起得很蹊跷，名字叫熊猫不走，最近老板失联了，几千个员工工资不发。大家一看不发，就开始上街举报。这个事到底怎么回事？

熊猫不走这个名字还挺时髦的，在网上还比较有名，它是2017年创立的。当时有个口号，让每个人生日都能更快乐，而且在经营过程中它走连锁这条路线，吸引了头头是道、IDG、XVC等机构的投资，做得非常不错。当然三年疫情是一个坎儿。当大潮退去,谁在裸泳就很清楚了。

这个蛋糕店的创始人叫杨振华，企业早期其实做得还非常不错，吸引资本，但是两个原因导致企业出问题。

第一个原因是什么？现在资金链断了，所以跑路。第二个原因是什么？他在做的过程中采取中央厨房加盟模式。本来中央厨房加盟在营销里也是有，在连锁也是有，但是一做中央厨房加盟就碰到问题了，就是它无法控制加盟店。而且它在中央厨房运输过程中就有配方扩散，最后就出现了社会出现大量的仿制。一方面消费降级卖不动，一方面它在做的过程中出现了刚才说的供货过程中配方扩散，销量在萎缩。最好的时候一个月能挣七八千万，后来慢慢就萎缩，入不敷出，资本就不投，资金紧张就断了，再就是大量的仿制。

因为本身蛋糕家庭也可以做，小作坊也可以做，只要有了营销模式很容易复制。所以为什么很多店要做品牌，要做封闭管理，它没有做到这一点。因此我们想说现在消费降级，很多原来的消费模式受到市场考验。其实不光它出问题，前两天我讲到钟薛高，它也出了问题。钟薛高原来做雪糕刺客，别人卖三块5块、10块、它卖七八十块，靠的是品牌，靠的是运作，现在也不行了，开始裁员，价格从80卖到三五块。

这也提醒我们，玩概念的时候一定要懂得趋势的变化，快进快出可以。但是想长期做不要玩概念，要考虑老百姓的需求。像快餐麦当劳能火起来，它就是解决快吃饱、营养价值和老百姓的需求，所以就形成了一代人的需求，这就是它的经验所在。我们很多人不懂这个东西，以为所谓的理论没什么用，早晚会受到无知给你带来的伤害性。

李江涛

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59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 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.05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}.rich_media_content p{clear:both;min-height:1em}td p{margin:0;padding:0}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .rich_media_content img:not(.wx_img_placeholder){filter:brightness(.8)}}.rich_media_content fieldset{min-width:0}@media screen and (min-width:1024px){body:not(.pages_skin_pc) :root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}}:root{--articleFontsize: 17px}:root{--sab: env(safe-area-inset-bottom)}:root{--wxBorderAvatarRatio: 3}:root{--discussPageGap: 20px}:root{--immersive-safe-bottom: env(safe-area-inset-bottom)}:root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}*{margin:0;padding:0}.rich_media_content *{max-width:100%!important;box-sizing:border-box!important;-webkit-box-sizing:border-box!important;word-wrap:break-word!important}

div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}