This summer, China's fast food industry, like the hot summer, is particularly hot, and the fuse is the Chinese fast food market that fast food companies fancy. In August, KFC made a sound in 16 cities all over the country at the same time: abandon the unhealthy "foreign fast food" hat, re-create the "new fast food" brand and introduce more Chinese fast food. Prior to this, Yum's first Chinese fast food "Oriental White" was officially opened in Xujiahui and Pudong, Shanghai, and its store style was exactly the same as that of KFC.
"The Chinese fast food market is too big, and foreign fast food has been controversial recently. It is a wise choice to enter Chinese fast food. " An authoritative expert of China Cuisine Association pointed out. What will be the result of this market competition between Chinese and western fast food? Can Chinese fast food come from behind and occupy a more favorable market position? To this end, the first survey of Morning Post Finance and Economics jointly conducted a special survey with Shanghai Zero Market Research Co., Ltd. last week.
* * * 386 citizens participated in the survey. Among them, 46.9% were male and 53 1% were female. The age distribution of the respondents is relatively uniform, with the proportion of 18-25 years old, 26-30 years old, 3 1-40 years old, 4 1-50 years old, 5 1-65 years old being 23.6% and19 respectively. 26.2% of the respondents' personal monthly income is below 1 000 yuan, and 32. 1% is between 1 006,5438+0 yuan and 2000 yuan. In addition, in this survey, 30.8% of the respondents have high school education and 26.4% have junior college education or above.
This survey shows that 74.6% of the respondents believe that Chinese fast food is a market with great potential, and 36.0% of them believe that the peak of enterprise competition in Chinese fast food market has arrived. 68. 1% of the respondents indicated that they prefer Chinese fast food restaurants in their daily lives, but at the same time, nearly half of them still go to McDonald's and KFC most often. For the advantages of foreign fast food, 5 1.0% people think that it lies in chain operation, while for the shortcomings of Chinese fast food industry, 46.9% respondents think that it mainly lies in the weak and backward management concept.
Competition comes early, 70%: Chinese fast food has potential.
"It was originally expected that it would take another three to five years for the competition to peak. But now it seems that this competitive confrontation is definitely ahead of schedule. " The person in charge of a local fast food company said this about the current situation of Chinese fast food industry. In this survey, most citizens also think that the peak of enterprise competition in Chinese fast food market has arrived ahead of time, with 36.0% of the citizens saying that they are already in fierce competition, 13.7% of the citizens saying that they need 1 to 3 years,1.1%of the citizens saying that they need 3 to 5 years.
In fact, since 2003, in order to meet the needs of China market development, KFC has started to take the road of localization, from tomato and egg soup, breakfast porridge to roasted wings. In order to suit the taste of China people, KFC can be said to have used its brains and made one model after another, showing its ambition and perseverance to take root in the China market. Since entering China 18 in August this year, KFC has started an all-round strategic adjustment for the China market for the first time. Senior nutrition experts frequently appeared in TV advertisements to speak for KFC, buses plastered with advertisements of "Change for China, Create New Fast Food" shuttled through the market, and KFC launched Chinese fast food promotion activities in an all-round way.
At the same time, some Chinese fast food enterprises have begun to accelerate their development, such as Yonghe Soymilk, Malan Lamian Noodles and Xinya Dabao. , began to look for high-profile overseas strategic partners, a war began to take shape. This survey shows that 74.6% people think that Chinese fast food will be a market with fierce competition and great potential, only 10.6% people say no, and 14.8% people think it's hard to say.
Nutrition has become a magic weapon for competition. 30% citizens attach importance to fast food nutrition.
In fact, high-fat and high-calorie foreign fast food has been criticized abroad, and the image of foreign fast food has been greatly reduced because of food safety incidents such as "Sudan Red", "French fries cause cancer" and "tissue cancer treatment" in the past six months. For this reason, the focus of the fast food war between China and the West has focused on the field of nutrition. This survey shows that 33.4% of the citizens think that the current fast food competition is mainly concentrated in the field of nutrition, and 4 1.2% and 2 1.8% of the citizens think that the competition is concentrated in the field of delicacy and brand respectively.
Su, president of China Yum Brands, also admitted: "Consumers' nutritional doubts about western-style fast food are the biggest stumbling block to the development of enterprises. "I have 1 1 years of experience in the research and development of Chinese fast food, and I also think that the key to the success of Chinese fast food lies in nutrition.
However, it seems that "nutrition" alone is not so easy to win. Yu Xianyang, a member of the Restaurant Chain Committee of China Chain Store & Franchise Association, said: "Consumers go into fast food restaurants more to fill their stomachs than to pay attention to nutrition." According to the survey, 47.7% of the respondents said that the decisive factor in choosing fast food was taste, followed by price, safety and hygiene, accounting for 29.3% and 27.5% respectively, followed by factors such as nutrition and convenience, accounting for 25.6% and 22.8% respectively. In addition, young people are the main consumers of fast food, but their own nutrition concept is weak and they will not take the initiative to strengthen nutrition. The popular working meals in office buildings pay attention to convenience, quickness and economy. Although they often taste delicious food after work, they pursue taste rather than nutrition.
Chinese fast food is very popular. Local enterprises need to emphasize culture.
Although Chinese fast food accounts for more than 85% of the market at present, another fact is that the average turnover of McDonald's is 160 times that of Chinese fast food, and KFC "nibbles" 2 billion yuan from China a year. Now, what will happen when foreign giants enter the Chinese fast food market and compete with Chinese local fast food enterprises for this cake? According to the survey, 68. 1% of the citizens prefer Chinese fast food in their daily life, and only 15.3% of the citizens are willing to take the initiative to choose western fast food. But in fact, nearly half of people usually go to McDonald's and KFC. Less than 20% chose Yonghe Soymilk, Xinyadabao and Daniang Dumplings, which were 16.8%, 16. 1% and 7.0% respectively.
In a sense, the success of McDonald's and KFC in China is the success of selling "fast food culture". Therefore, the success of foreign fast food represented by McDonald's and KFC in China is not the success of product strength, but the success of brand strength. In this survey, 46.9% people think that the defect of local Chinese fast food enterprises is weak and backward management concept, 365,438+0.6% people think that tastes are difficult to be consistent, 28.5% people think that there are too few chain stores, and 23. 1% people think that there is a lack of brand support with cultural connotation.
It can be seen that "culture" is an area where local fast food needs to be strengthened urgently. Because some Chinese fast food still stays at the level of "nothing but eating", it proves that the cultural connotation of Chinese fast food brands remains to be explored.
50% of the citizens think that the advantage of foreign fast food is chain operation.
What are the advantages of foreign fast food? The survey data mainly focus on four aspects: chain operation (565,438+0.0%), scientific management (465,438+0.2%), strategic planning and management concept (30.3%) and standardized operation (28.2%). However, the survey of the current prices of foreign giants shows that 69.5% people think it is high, 29.5% people think it is average, and only 1.0% people think it is low. However, 7 1.0% people think that the current local fast food prices are average and affordable, while 25.6% and 3.4% people think that they are on the high side and on the low side respectively. It can be seen that the rapid development of foreign fast food in China is largely due to its standardized chain operation, while citizens are more willing to accept Chinese fast food than the price.
The survey shows that 42.2% people agree that the development mode of fast food industry is franchise, 4 1.2% people think it should be self-operated, and only 16.6% people agree with the self-operated mode. Therefore, chain expansion will become the only way for the rapid development of Chinese fast food. But the difficulty of standardization is the biggest obstacle to the large-scale expansion of Chinese fast food. Chinese food that pays attention to cooking skills depends largely on the chef's experience. Even the same chef can't guarantee that the taste of the same dish is always the same. Without quantification, it is difficult to realize the industrialized production of fast food. Therefore, how to speed up the chain and ensure the standardization process will also be the test of the development of Chinese fast food.