1999年8月8日,一家不到300平方米的小餐馆开业了,它就是小肥羊。4年后,小肥羊的连锁餐馆已经遍及海内外。在2001、2002年全国百强餐饮企业评比中,小肥羊连续两届被评为第2名。2003年11月,小肥羊被评为中国成长企业百强的冠军。小肥羊财务总监王占河认为,小肥羊营销创新的成功源于两点:第一,小肥羊宣传将传统的涮羊肉的吃法由繁杂转化为简单化;第二,抢占先机,作为本土的餐饮公司率先在中央电视台投放广告。 On August 8, 1999, a small restaurant of less than 300 square meters opened, it is Little Sheep. Four years later, the Little Sheep chain restaurants have been throughout the world. In 2001 and 2002, among the top 100 catering enterprises in the country, Little Sheep was ranked No. 2 for two consecutive terms. In November 2003, Little Sheep was named the top 100 Chinese growth enterprises. Wang Zhanhe, chief financial officer of Little Sheep, believes that the success of Little Sheep’s marketing innovation stems from two points. First, Little Sheep propaganda transforms the traditional way of eating boiled mutton meat into simplification. Secondly, it occupies the first chance and takes the lead as a local restaurant and beverage company CCTV advertising.