Service K · Digital Marketing & Social MediaK 项服务 · 数字营销与社交媒体
Turn Your Digital Presence into Real Hospitality Business.让线上声量，变成真实的生意。
From Chinese social media and Dianping optimisation to international marketing, photography, video content and revenue-driven campaigns, FAN Hospitality Consulting helps hotels, restaurants, bars and cafés build their brand, attract the right customers and grow their business.从小红书、大众点评等本土平台，到海外社交媒体、摄影与视频内容，再到以营收为导向的营销活动，方叙帮助酒店、餐厅、酒吧与咖啡馆立住品牌、吸引对的客人，把生意做起来。
01 · Our approach01 · 我们的方法
Marketing that starts on the floor.好的营销，从营业现场开始。
We do not simply post photographs. We help you build an offer worth talking about, put it in front of the right guests, turn interest into bookings and visits, and measure what it actually earns. This is an extension of our hospitality consulting work, not a generic social media agency.我们不只是帮您发图。我们先帮您打磨一个值得被谈论的产品，再把它送到对的客人面前，把关注变成预订和到店，最后算清它到底带来了多少生意。这是方叙餐饮咨询能力的延伸，而不是一家普通的社媒代运营公司。
- Hospitality operations酒店餐饮运营Menu, service, team and P&L: the product guests actually experience.菜单、服务、团队与损益——客人真正体验到的产品。
- Brand & content品牌与内容A clear story, told natively on each platform.清晰的品牌故事，用每个平台自己的语言讲出来。
- Digital revenue growth数字化营收增长Offers, campaigns and reporting tied to covers, spend and margin.套餐、活动与复盘，都对准客流、客单价与毛利。
For independent restaurants and bars · luxury hotels and resorts · boutique hotels · new openings · premium cafés and lifestyle concepts · international brands entering China · Chinese venues reaching international guests, and international venues reaching Chinese guests.适合：独立餐厅与酒吧 · 高端酒店及度假村 · 精品酒店 · 新店开业 · 精品咖啡与生活方式品牌 · 进入中国市场的国际品牌 · 希望吸引国际客人的本土门店，以及希望吸引中国客人的海外品牌。
02 · Chinese social media & local digital marketing02 · 中国社交媒体与本地数字营销
Native content for Chinese platforms, not translated English.为中国平台原生创作，而不是把英文翻译一遍。
小红书 Xiaohongshu RedNote
Account strategy, profile optimisation, content planning, photo and video notes, lifestyle storytelling, campaign planning and collaboration strategy with suitable creators.账号定位与主页优化、内容规划、图文与视频笔记、生活方式叙事、活动策划，以及与合适博主的合作策略。
大众点评 Dianping
Business page optimisation, venue description, photo selection, menu presentation, set menus, vouchers and offers, review response and conversion.商户页面优化、门店介绍、图片甄选、菜单呈现、套餐与团购券设计、评价回复与到店转化。
微信 WeChat
Official Account strategy, content planning and articles, service account set-up, customer engagement, membership marketing and promotions.公众号定位与内容规划、推文撰写、服务号优化、会员运营、客户互动与促销活动。
抖音 Douyin
Short-video concepts, content calendars, campaign planning and support for hospitality-focused video marketing.短视频创意、内容排期、活动策划，以及餐饮酒店类视频营销的执行支持。
Other Chinese platforms are added where they fit your guests. We recommend platforms by location, customer profile, concept, budget and commercial goals; not every venue needs every channel.其他平台按需加入。我们会根据门店位置、客群画像、概念、预算与经营目标来推荐平台——不是每家店都需要把所有平台做一遍。
03 · International social media03 · 海外社交媒体
One brand, consistent across every market you sell to.面向哪个市场，品牌形象都保持一致。
Instagram · Facebook · TikTok · YouTube · LinkedIn · Google Business Profile
Account set-up and profile optimisation, brand consistency, content strategy, social calendars, campaign development, publishing support, community engagement and performance reporting. LinkedIn is used where it serves hotel branding, recruitment or B2B positioning; Google Business Profile and other search and discovery platforms where available. Each plan is built around your target markets, brand identity and acquisition goals.账号开通与主页优化、品牌统一、内容策略、发布排期、活动策划、发布支持、粉丝互动与数据报告。LinkedIn 用于酒店品牌、招聘与 B2B 形象；Google 商家资料等搜索与发现平台在适用地区使用。每份方案都围绕您的目标市场、品牌调性与获客目标来制定。
04 · Photography & video content04 · 摄影与视频内容
Content that makes people want to book.让人看了就想订位的内容。
Restaurant, bar, food and beverage photography · signature cocktails and wine · rooms, suites, facilities and guest experience · Reels and short promotional videos · Xiaohongshu and Douyin video concepts · behind-the-scenes kitchen and bar · chef, bartender and team stories · venue walkthroughs and opening announcements · events, DJ and nightlife · seasonal and festive campaigns · menu and cocktail launches.餐厅、酒吧及餐饮摄影 · 招牌鸡尾酒与葡萄酒 · 客房、套房、设施与宾客体验 · Reels 与宣传短片 · 小红书与抖音视频创意 · 后厨与吧台幕后 · 主厨、调酒师与团队故事 · 门店探访与开业预告 · 活动、DJ 与夜生活 · 季节与节日营销 · 新菜单与新酒单发布。
Done by FAN方叙负责
Creative direction, shot lists, content planning, production coordination, editing direction, copywriting and publishing support.创意方向、拍摄清单、内容规划、制作统筹、剪辑指导、文案撰写与发布支持。
Delivered with partners合作伙伴执行
Photography, filming, post-production and design are delivered by external photographers, videographers and designers, briefed and managed by FAN. FAN does not operate an in-house studio or production team.拍摄、摄像、后期与设计由外部摄影师、摄像师和设计师执行，方叙负责需求简报与全程把控。方叙不设自有影棚或制作团队。
Photographs on this page are from venues in Nil's career roles, not FAN client work.本页图片来自 Nil 任职期间的门店，并非方叙客户项目。
05 · Dianping offers & revenue optimisation05 · 大众点评套餐与营收优化
Offers that bring the right guests, and protect your margin.引来对的客人，也守住毛利。
A discount that fills seats but loses money is not marketing. We design offers the way an operator would: to attract the right customers, protect margins, strengthen positioning and bring guests back.打折换来满座却亏钱，不叫营销。我们像经营者一样设计套餐：引来对的客人，守住毛利，强化定位，并让客人愿意再来。
What we do服务内容
- Business-page audit and optimisation商户页面诊断与优化
- Set menus and promotional packages套餐与促销组合设计
- Lunch, dinner, brunch, afternoon tea and happy-hour offers午市、晚市、早午餐、下午茶与欢乐时光套餐
- Cocktail packages and beverage promotions鸡尾酒套餐与酒水促销
- Seasonal and special-occasion menus季节限定与节日、纪念日套餐
- Menu descriptions, photography, price presentation and positioning菜品文案、图片、价格呈现与产品定位
- Promotional calendar and acquisition campaigns营销日历与拉新活动
- Review strategies that follow platform rules; monitoring and professional replies符合平台规则的评价引导、口碑监测与专业回复
- Conversion, repeat-visit strategy and campaign analysis到店转化、复购策略与活动复盘
Every offer is checked against每个套餐都要过这几关
- Average spend per guest人均消费
- Food and beverage cost食材与酒水成本
- Contribution margin边际贡献
- Customer acquisition cost, where measurable获客成本（可量化时）
- Repeat-visit potential复购潜力
Different venues need different offers. A restaurant may need a weekday traffic driver; a premium cocktail bar is often better served by a reservation-led experience, a signature-cocktail campaign or a high-value set menu.不同门店，需要不同的打法。餐厅可能需要一个拉动工作日客流的套餐；高端鸡尾酒吧则更适合预约制体验、招牌鸡尾酒主题活动，或高客单价的精选套餐。
Related: Bar & Beverage · Turnaround相关服务：酒吧与酒水 · 经营改善
06 · Digital branding & marketing strategy06 · 数字品牌与营销策略
A plan you can run, measured in business terms.一份能落地、按经营结果衡量的计划。
Digital brand positioning · social identity and visual guidelines · content pillars and storytelling · marketing calendars · campaign concepts and creative direction · competitor and local-market analysis · customer personas · creator and influencer collaboration planning · event and partnership campaigns · website content and landing-page recommendations · SEO support where appropriate · paid-advertising strategy and coordination · marketing budgets and return-on-investment reporting.数字品牌定位 · 社媒形象与视觉规范 · 内容支柱与品牌故事 · 营销日历 · 活动创意与创意方向 · 竞品与本地市场分析 · 客群画像 · 达人与博主合作规划 · 活动与异业合作 · 官网内容与落地页建议 · 适用时的搜索优化支持 · 付费投放策略与统筹 · 营销预算与投入回报报告。
07 · Online reputation & guest experience07 · 线上口碑与宾客体验
Better reviews start with a better experience.好口碑，先从好体验做起。
Dianping and Google review monitoring and response strategy · reputation audits and competitor benchmarking · guest feedback analysis · recurring complaint patterns · rating improvement through better operations · service-recovery processes · linking reviews to staff training and operating standards.大众点评与 Google 评价监测及回复策略 · 口碑诊断与竞品对标 · 宾客反馈分析 · 梳理反复出现的投诉 · 通过改善运营提升评分 · 服务补救流程 · 把线上评价与员工培训、运营标准打通。
08 · Opening & launch campaigns08 · 开业与上新推广
Be talked about before the doors open.还没开门，先被讨论。
Pre-opening content and teasers · platform set-up timed to the opening date · Dianping page ready before launch · creator previews and opening events · launch offers designed for margin · first-90-days content and review plan. For new menus, cocktail lists and seasonal launches, the same playbook on a shorter timeline.开业前预热内容 · 按开业倒排的平台搭建 · 开业前完成大众点评页面 · 达人探店与开业活动 · 兼顾毛利的开业套餐 · 开业后90天的内容与口碑计划。新菜单、新酒单和季节上新，同样适用，只是节奏更紧凑。
Works alongside Openings and the A–Z pre-opening programme.可与开业筹备及筹开全程服务配合使用。
09 · Our operations advantage09 · 我们的运营优势
We understand hospitality from the inside out.我们从内到外懂酒店餐饮。
FAN is founder-led by Nil (Nilesh) Shrestha, MBA: 20 years in hotel and independent F&B with Four Seasons, Accor, IHG and Marriott properties, and founding GM of Madame Ching and 卿库 Treasury in Shanghai. That background is in operations, F&B revenue, concept, menu and beverage development, guest experience, openings and commercial strategy. So marketing is connected to the real product: the menu, the service, the team and the P&L. Specialist digital execution is delivered with vetted partners and coordinated by FAN.方叙由创始人 Nil (Nilesh) Shrestha, MBA 亲自主导：二十年酒店与独立餐饮经验，曾任职四季、雅高、洲际与万豪旗下酒店，并担任上海美德卿与卿库的创始总经理。他的专长在运营、餐饮营收、概念与菜单酒水开发、宾客体验、开业筹备与商业策略。因此，我们做的营销始终连着真实的产品——菜单、服务、团队与损益。专业的数字执行由经过甄选的合作伙伴完成，方叙统筹把控。
Packages服务套餐
Four ways to start.四种合作起点。
Digital Presence Audit数字形象诊断
Review of your social accounts and listings, competitor positioning, content, branding and conversion gaps, Dianping offers and guest-facing information, with a prioritised action plan.诊断现有社媒账号与平台页面、竞品定位、内容、品牌与转化短板，以及大众点评套餐与对客信息，输出按优先级排序的行动方案。
From RMB 8,000 · RMB 12,000 for a multi-outlet hotelRMB 8,000 起 · 多门店酒店 RMB 12,000 起
Social Media Setup & Launch社媒搭建与启动
Account set-up or optimisation (subject to platform eligibility and your authorisation), brand profile and content direction, first content calendar, photo and video plan, launch strategy, and Dianping page and offer recommendations.账号开通或优化（视平台资质与您的授权而定）、品牌主页与内容方向、首期内容日历、拍摄计划、启动推广策略，以及大众点评页面与套餐建议。
From RMB 25,000 · one-offRMB 25,000 起 · 一次性
Monthly Social Media Management月度社媒运营
Monthly calendar, content creation and publishing coordination, platform-specific copy in Chinese and English, community and review-response support, and a monthly report with recommendations.月度内容日历、内容制作与发布统筹、按平台撰写中英文文案、粉丝互动与评价回复支持，以及每月数据报告与改进建议。
From RMB 12,000/month · +RMB 4,000 per extra platform · 3-month minimum每月 RMB 12,000 起 · 每增加一个平台 +RMB 4,000 · 至少 3 个月
Full-Service Hospitality Digital Marketing全案酒店餐饮数字营销
Integrated Chinese and international platform strategy, content production coordination, Dianping and promotional campaigns, creator and partnership campaigns, reputation management, paid-campaign coordination and a monthly commercial performance review.中外平台一体化策略、内容制作统筹、大众点评与促销活动管理、达人与异业合作、口碑管理、付费投放统筹，以及每月经营表现复盘。
RMB 20,000 strategy fee + from RMB 28,000/month策略费 RMB 20,000 + 每月 RMB 28,000 起
Starting prices. Photo/video production, ad spend, influencer fees and platform charges are quoted separately.以上为起步价。照片/视频拍摄、广告投放、达人费用及平台费用另行报价。
Start a conversation开始沟通
Tell me about your venue. I reply within two working days.聊聊您的项目，我会在两个工作日内回复。
Get in touch联系方式
Talk to Nil directly.直接与 Nil 沟通。
Founder: Nil (Nilesh) Shrestha, MBA · Shanghai, China. Free 30-minute introductory call; tailored proposals for every project.创始人：Nil (Nilesh) Shrestha, MBA · 中国上海。30分钟免费初步沟通；每个项目按项目定制报价。
- Email邮箱nil@fanhospitalityconsulting.com
- Tel电话+86 198 0205 0110
- WhatsApp+86 175 2151 5528
- WeChat ID微信号17521515528
- LinkedInlinkedin.com/in/nilshrestha
- Web官网fanhospitalityconsulting.com