Who is KFC's biggest competitor in Wang Dadong's impression? When asked this question, almost no one doesn't immediately think of McDonald's. Mr Wang Dadong also raised this seemingly simple question in his speech. But all the answers, such as "McDonald's", "Quanjude" and "Chinese restaurant", were rejected by Mr. Wang. As a former president of KFC in China and South Asia, Mr. Wang, 62, can undoubtedly provide the most authoritative answer! His answer is: supermarket. Although the market in China is huge, the food that consumers can consume as an entity should be regarded as an objective constant in the short term. In other words, the catering industry is faced with a cake with a fixed area, so to inspect KFC's biggest competitor, it is necessary to comprehensively inspect the consumers of this cake. Through the analysis of this problem, it can reflect the height of seeing the problem. Our answer to McDonald's is based on our daily observation. It is almost common sense to say that there is no fierce competition between them. But as Mr. Wang said, this answer is tactical at best and lacks strategic vision. Mr. Wang went on to say: if everyone buys food and goes home to eat, KFC, McDonald's and Quanjude will close down. So it suddenly dawned on everyone that supermarkets have replaced the vegetable market as the first choice for buying daily dishes, and the food intake is far less than McDonald's. Imagine, if you don't choose KFC, are these people more likely to flow to McDonald's or supermarkets? The answer is self-evident. This is not only the answer to a question, but also a way of thinking. First of all, Mr. Wang did not confine his eyes to the fast food industry or just the catering industry, but raised the consumption level of the whole nation. Secondly, Mr. Wang did not flinch because of the deep-rooted traditional dining habits of China people, but put his opponent who occupied this traditional advantage at a strategic height; Thirdly, Mr. Wang did not limit the concept of competition to the scope of products, but extended it to the level of social consciousness such as concepts and habits. So "KFC sells not only products, but also ideas." It is not only our later evaluation, but the first strategy of its management. With the establishment of this strategy, many tactical problems have been solved, especially when dealing with the relationship with McDonald's, there is a lot of psychological space to play cards. The reason why KFC products can be bought in supermarkets is not that he regards them as strategic rivals. The reason is that its operation is based on the concept of eating out, both Chinese restaurants and McDonald's, while the operation of supermarkets is based on the concept of buying food and cooking at home. Therefore, under the condition that the consumption power of users is basically unchanged, it constitutes a strategic competition. When Mr. Wang Dadong said supermarket, he really meant the raw food sold in the supermarket. Cooked food in supermarkets is only fast food in business premises, so these only constitute tactical competition with KFC. In addition, I think the localization of KFC has gone the wrong way and changed the soil, so my personal opinion should be respected. But I think it has something to do with the positioning of the company's user base. From KFC's point of view, it has nearly a thousand stores all over the country, obviously taking the civilian route. If not, the overall benefits will not come back. Similarly, Starbucks is positioned in the white-collar class, and its expansion momentum is not so obvious. It's not that its management level is not good enough to support its expansion, but it's not necessary to be confined to the realistic level. According to Mr Wang Dadong, McDonald's entered China five years later than KFC. A few years ago, McDonald's executives refused Wang Dadong's visit, and they never contacted each other again. What a pity! But personally, KFC is ahead of McDonald's in localization. "KFC, change for China people!" I was very happy when I saw this advertisement, but McDonald's failed to bring me this feeling. It may also be a matter of publicity, hehe!