BRAND JOURNAL · VOL. 1

我在Florence
养一个中餐品牌

From 1 store to 4. From 0 to 500,000 orders.
Every decision. Every lesson. Every step.

Florence·Firenze·2006 — Present
4 Stores
50万+ Orders
2000+ Reviews
25 Years Abroad
Making money is the art of living.
Art is what you do after making money.。
这个网站,记录我如何把一家餐厅养成一个品牌,
也记录我如何把生活过成艺术。
— Coach Liu (Liu Jiayong)
Journal

Founder's Journal

No rush. No filler. I only show up when I have something to say.

决策复盘
2026 · 06

Store #1: Nobody at the Duomo. I Took Over a Closing Shop.

2021年4月,Florence是一座空城。所有人都说"别碰餐饮",我却签了合同。 Lucia 的店要关了,阿炳介绍我去看。我在空无一人的大教堂广场坐了一晚上, 第二天,我决定投资一家别人眼中的废墟——然后把它变成实验室。

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决策复盘
2026 · 06

The Milan Failure: One Store That Made Me Swear Off Franchising

2023年,Florence刚火起来,有人跟我说:"米兰可是时尚之都,开一家肯定比Florence还牛。"我信了。 选址在博科尼大学对面。三个月后,大学放假了,生意断崖。六个月后,加盟商告诉我:他不干了。

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文化故事
2026 · 06

Italians Ask: Isn't a Dumpling Just Chinese Ravioli? I Say: Not Even Close.

在Florence做了二十五年中餐,我见过太多意大利人拿起一只Jiao子,端详一下,然后问我:"这不就是 ravioli cinese 吗?" 我通常会笑一笑,说:"差远了。"不是傲慢,是真的不一样。一只Jiao子背后,是两千五百年的中国家庭史。

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品牌故事
2026 · 06

Someone Asked: Is "Jiaojiao" Your Daughter's Name? I Said: Sort of.

2021年6月,Giaogiao 的店要开业了。名字还没定。我拿着一张纸,上面写了十几个备选:中国城、东方美食、Jiao子王…… 每一个都像是从百度翻译里直接复制粘贴的。我看着这些名字,觉得不对劲。太像餐馆了,不像一个品牌。然后我想到两个字:Jiao姣。

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决策复盘
2026 · 06

A Cleaning Company Boss Told Me: My Dad's Bakery Is For Sale

2023年底,米兰的店关了,我安静了很长一段时间。有一天,梦幻庄园的清洁公司老板 Fabio 来谈业务,闲聊时跟我说,他爸爸留下一个面包店,关了五年,烟囱还在,但烤炉早就报废了。 我接手了这个废弃的面包店,用最小成本,验证了一个模型。

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文化交融
2026 · 06

48 Hours: Francesco Proved Italians Want Healthy Food

Early 2025. I told Francesco: Italians are getting healthier. More gyms. There's a market for healthy food. But I don't want 3 months of research. I want to test it in 48 hours with minimal cost. Francesco said: OK. 48 hours later, Mondo Benessere was live.

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Story

Why "Jiaojiao"?

A Name. A Journey.

🥟

Jiao子

The food Northerners know best. One bite, and you're home. It's mom's cooking.

🌸

Grace

Grace. Beautiful. We want every dish, every service, to deserve this word.

🎤

Giao Giao

从意大利人的 "Ciao Ciao" 来的。意大利语里没有 J,G 开头最自然。Gucci 也是 G 开头,也诞生于Florence。

Timeline

Timeline

Every step counts.

2021

Store #1 · Duomo

在圣母百花大教堂附近。 tiny kitchen, big dream. 那时候只有一个信念:做出Florence最地道的中餐。

2022

Store #2 · Novoli

Testing: Was Store #1's success luck, or replicable? Answer: systems replicate, but soul doesn't copy.

2023

Giaogiao Market

顾客问得多了,我们就做了。从餐厅到零食,不是扩张,是回应。Market 的 slogan:"Florence最棒的亚洲零食店。"

2024

Store #4 · Empoli

走出Florence。Empoli 是第一步,但不是最后一步。开始认真思考:Giaogiao 能不能成为一个连锁?

2025

Bubble Tea Launch

30+ flavors. From savory to sweet, hot to cold. Selling bubble tea in Italy sounded risky. Customers said: 'Finally, no need to go to Milan for this.'

2026

Brand Journal · ggiao.it Live

Started recording. Not to show off. To remember. The why behind every decision. The review after every failure.

????

Next City?

Pisa, Siena, Prato, or Milan? You decide.

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Dampness

A state where the body cannot effectively process and eliminate fluids and metabolic waste.

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Dampness

When your body can't process fluids efficiently.

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ECOSYSTEM

Our Brands

One founder. Three battlefields. Each with its own mission.

G

giaogiao Jiao姣

Florence中餐连锁。4 Stores,50 万订单,2000+ 好评。
在线点餐,到店体验。

Dine at Our Restaurant →
M

Giaogiao Market

Florence最棒的亚洲零食店。每日特价,你来决定。
线上选购,线下取货。

Shop Snacks →
P

PBLcoach Business School

Management learning platform for overseas Chinese entrepreneurs.
Systematic methods to lead people, manage tasks, and drive motivation.

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