When will Chinese fast food appear in McDonald's and KFC? Fundamentally speaking, China has a vast territory, which has made China's food culture profound, but at the same time, it is difficult to have one or two items with strong dominance. When will Chinese fast food appear in McDonald's and KFC?

When will Chinese fast food appear McDonald's KFC 1 According to China Newsweek165438+1October 25th, China's food culture has a long history, and the scale of Chinese fast food has exceeded 800 billion yuan. However, compared with KFC and McDonald's, which have more than 7,000 stores respectively, Chinese fast food not only has a large scale gap, but also has no world brand or even national brand.

Not long ago, the information of Anhui Securities Regulatory Bureau showed that Laoxiang Chicken and Guoyuan Securities signed a listing counseling agreement in September, 20021year, preparing to be listed on the main board of Shenzhen Stock Exchange.

In the past, Chinese fast food has been in a variety of States for a long time, and the degree of chain needs to be strengthened. The data shows that the chain store rate of Chinese fast food is 55%, far less than that of western fast food (78%).

Many people are asking why Chinese fast food has an empty scale of 800 billion, but there is no way to appear KFC or McDonald's.

First of all, for China people, in fact, our greatest feature is that the pursuit of delicious food must be colorful. In addition to the eight major Chinese cuisines, there are various local cuisines, and almost every place has its own local specialties. For China people, the pursuit of food enjoyment has almost become our common pursuit. So under such circumstances, the United States can use the same diet all over the country, but it is almost impossible in China. Before that, there was a famous joke in NBA: someone asked Kobe what he liked, Kobe said he liked French fries and hamburgers, asked Yao Ming what he liked, and Yao Ming said he liked Shanghai food cooked by his mother. The result is a problem. Cooking for Kobe is convenient, but cooking for Yao Ming is painful. This actually represents the catering culture in China. For China, one of your catering companies may be doing very well somewhere. For example, hometown chicken is well done in Anhui, and real kung fu is well done in Guangdong. But once you leave your hometown, there will be problems if you want to achieve rapid rise and expansion. This is actually the embodiment of different catering cultures. For today's China, the cultural identity of these catering brands is actually facing.

Secondly, let's take a look at China cooking. People in China pay attention to frying, frying, simmering and stewing. There are eight basic cooking methods, but it is difficult for even a very famous chef to fully learn more than 20 cooking methods in such a complex system in a short time, let alone standardize production. We see that the core requirement of fast food restaurants is standardized production. For these fast food enterprises, it is very difficult to achieve standardization, and this is exactly the case. We can see that the biggest problem of fast food restaurants in China at present is very clear, and everyone knows that if we want to achieve comprehensive standardized production, we will face huge problems.

Thirdly, is it possible for catering enterprises in China to become KFC and McDonald's? We say this possibility still exists. We see that the core reason why KFC is more successful than McDonald's in China is that KFC is extremely localized. For example, Hu spicy soup was launched in Henan, and Regan Noodles was launched in Wuhan. For the current catering brands in China, on the one hand, the most important thing is to find ways to improve and innovate in various places to avoid their own culture. On the other hand, efforts should be made to standardize the whole industry with the help of various new technologies such as central kitchen. If this can be done, it is still possible for enterprises to achieve comprehensive transcendence.

When does Chinese fast food appear McDonald's KFC 2 What do you think of when you mention Chinese fast food brands?

Recently, trademark rights protection incidents such as Laotongguan Chinese hamburger and Xiaoyao Town Hu La Tang have sparked heated discussions. Correspondingly, some media have asked in-depth questions. Why can't Chinese fast food with a scale of over 800 billion produce its own McDonald's and KFC?

The so-called benchmark McDonald's and KFC, one is the number of stores, and the other is global popularity. In addition, listing or not seems to be an important indicator.

In this regard, some experts talked about the main characteristics of Chinese fast food and pointed out that behind the scale is the low degree of standardization of Chinese fast food, which is an industry pain point that is difficult to solve.

Different from western food, Chinese fast food has a variety of cooking methods, and consumers like to pursue the flavor of frying and eating now, which brings great difficulty to standardization, resulting in many fast food in a corner and becoming regional and regional brands.

Some people in the catering industry also believe that China is a vast country with a large population, so it is difficult for Chinese fast food to conquer the taste buds of most people with just a few items.

Nearly one trillion Chinese fast food, why can't our own McDonald's KFC come out? China food culture has a long history. The scale of Chinese fast food has exceeded 800 billion yuan. However, compared with KFC and McDonald's, which have more than 7,000 stores, Chinese fast food not only has a huge scale gap, but also has no world-famous brands or even national brands.

Recently, Anhui Securities Regulatory Bureau reported that Laoxiang Chicken and Guoyuan Securities signed a listing counseling agreement in September, 20021,and prepared to be listed on the main board of Shenzhen Stock Exchange. According to public information, the number of hometown chickens specializing in chicken soup and various fried rice has now exceeded 1000.

Can hometown chicken become the first stock of Chinese fast food? Is our Chinese fast food far from our McDonald's KFC?

When does Chinese fast food appear? McDonald's KFC 3 trillion Chinese fast food, why can't our own McDonald's KFC come out?

China's food culture has a long history. Today, the scale of Chinese fast food has exceeded 800 billion yuan. However, compared with KFC and McDonald's, which have more than 7,000 stores respectively, Chinese fast food not only has a large scale gap, but also has no world brand or even national brand.

Recently, according to the information of Anhui Securities Regulatory Bureau, Laoxiang Chicken and Guoyuan Securities signed a listing counseling agreement in September, 20021,and prepared to be listed on the main board of Shenzhen Stock Exchange. According to public information, there are more than 1000 stores in Laoxiang Chicken, which specializes in chicken soup and all kinds of fried rice.

Can hometown chicken become the first Chinese fast food this time? Is our Chinese fast food far from our own McDonald's KFC?

There are no listed companies at present.

According to the Anhui Bureau of the China Securities Regulatory Commission, the Basic Information Table on Counseling Work of Companies in Anhui's Jurisdiction for Initial Public Offerings was recently announced, and Laoxiang Chicken Catering Co., Ltd. was impressively listed. According to the first counseling record report of Laoxiang Chicken, in September, 20021,Laoxiang Chicken signed a listing counseling agreement with Guoyuan Securities to be listed on the main board of Shenzhen Stock Exchange. In this regard, a person in charge of the company said that he would not comment, and everything was subject to official information.

According to public information, hometown chicken was formerly Feixi old hen, which was established in June 2003 and upgraded to "hometown chicken" in June 2065, 438+02. Restaurant dishes are mainly chicken soup and all kinds of fried rice.

It is reported that Laoxiang Chicken Shop currently has 1 180 direct stores, covering 32 cities in 12 province, among which 757 stores in Anhui Province rank first, 74 stores in Jiangsu Province rank second, and 63 stores in Hubei Province rank third. By 2020, Laoxiang Chicken has served 600 million consumers, with an average daily service of 500,000 and annual sales exceeding 3 billion yuan.

Since the beginning of this year, a number of VC/PE institutions have tried to invest in hometown chickens with a valuation of 20 billion yuan. But so far, hometown chickens have received two rounds of financing. In 2065438+2008, Hometown Chicken received a series A financing of RMB200 million from Jiahua Capital. During the epidemic in 2020, Laoxiang Chicken received another 654.38 billion yuan of bank credit and strategic investment.

In this counseling report, Laoxiang Chicken said that in order to expand the company's market sales channels, increase the production capacity of the company's central kitchen, improve market share and overall competitiveness, and promote the long-term healthy development of the company, Laoxiang Chicken hopes to realize equity financing through the securities market, enhance its capital strength and accelerate the development of its main business.

In the catering market in China, the popularity of rice is the highest.

According to the statistics of Nestle Catering 20021China Catering Report, Chinese fast food accounts for 24% of China's catering at present, and the market scale will be 742.5 billion yuan in 2020, and it is estimated that it will reach 840.8 billion yuan in 20021year. Among them, rice fast food with stores all over the country is one of the favorite daily necessities of Chinese people, accounting for 52%. Besides hometown chicken, Chinese fast food brands in China include Yonghe King, Kungfu, Country, Mr. Fan, Uncle, Nanchengxiang and tian teacher Braised Pork.

However, for a long time, rice fast food and even the whole Chinese fast food have been out of touch with the capital market. Previously, the village had landed in the US stock market on 20 10, but was privatized and delisted due to poor performance on 20 16. Kungfu had planned to sprint IPO, but it failed due to internal equity issues.

The regional market that can't walk out

According to Lai Yang, vice president of Beijing Business Economics Association, catering enterprises need to reach a certain scale first if they want to go public. In the past, Chinese fast food has been in a variety of States for a long time, and the degree of chain needs to be strengthened. The data shows that the chain store rate of Chinese fast food is 55%, far less than that of western fast food (78%).

In recent years, Chinese rice fast food brands have entered a period of rapid scale, and thousands of brands have emerged one after another. At the end of last year, the total number of Xiangcunji and Mr. Mi's stores under Xiangcunji Group reached 1 000; In May this year, Hometown Chicken also announced that the number of stores exceeded 1000. But compared with 7000 KFC and 4000 McDonald's, the scale gap of Chinese fast food is still huge.

Behind the scale is the industry pain point of low standardization of Chinese fast food. Wen Zhihong, a senior chain expert of Hejun, said that compared with western fast food, the cooking techniques of Chinese fast food are much more complicated, such as frying, frying, stewing, roasting and steaming. It is conceivable that it is difficult to improve the operating procedures to standardize dining.

With the development of food industry technology, in recent years, many catering enterprises choose to use prefabricated dishes to achieve standardization, but how to restore the taste is still a big problem. Wen Zhihong pointed out that Chinese consumers generally pursue the taste of fried food, which further improves the difficulty of standardization. Relevant surveys show that when consumers choose fast food, 50% choose the taste, more than 34% choose the scene and environment, and 16% choose the cost performance. At present, the fried fast food with pot gas and fireworks gas is more popular.

"It is difficult to grasp the degree of realizing large-scale industrial production while ensuring flavor." Wen Zhihong said.

Due to the low degree of standardization, Chinese fast food is mostly in a corner and is basically a regional brand. For example, Teacher Fan specializes in southern cities such as Chongqing, Chengdu, Wuhan and Changsha. Most of the stores of Laoxiang Chicken are stationed in Anhui Province, and another catering company Laonianniu focuses on the Yangtze River Delta region.

In April of 20021year, hometown chickens entered the Beijing market. According to public comments, there are 1 1 shops in Beijing, and the score is basically below 4 points. Word of mouth is not as good as its performance in Anhui base camp, and the main points of consumers are focused on cost performance.

China Newsweek noted that the per capita consumption of hometown chicken in Beijing restaurants is about 34-45 yuan, while its consumption in Hefu stores is basically between 2 1 yuan -27 yuan, which is more than half of the price increase compared with Beijing stores.

While the price is expensive, the weight has not increased. Some consumers commented: "Chicken soup has few pieces of meat", "the amount of food is small, the food is expensive, and there is not enough to eat", and "a small fried meat has two pieces of meat".

Wang Dongming, a consultant of catering chain, said that it is much more difficult for catering brands to expand from the second and third lines than to sink from the first line. High rents and labor costs in first-tier cities will inevitably lead to rising prices, but it will take time to test whether brand power can support rising prices.

The business model needs polishing.

In addition to the above problems, the cross-regional development of Chinese fast food is still facing difficulties.

Lai Yang pointed out that the cross-regional expansion of catering brands needs to face multiple challenges such as personnel management, supply chain guarantee and operation system. "Unlike dinner or hot pot, the survival rule of Chinese fast food is mainly small profits but quick turnover. If it is cross-regional development, it will inevitably push up costs. It takes time to open a shop in a new place and cultivate a new operation team; If quality control is to be guaranteed, it may be necessary to establish a central factory in the local area. These are all costs. The superimposed Chinese fast food has a lower customer unit price, which further extends the capital withdrawal cycle. "

Zhu, a food industry analyst, added that fundamentally, China's vast territory makes China's food culture profound, but at the same time, it makes it difficult for one or two projects to have strong dominance to conquer everyone's taste buds.

In fact, for catering enterprises, listing is not as beautiful as people think, and it is risky.

Zhu analyzed that listing can indeed bring huge brand effect, increase financing convenience and provide financial support for the next expansion, but it cannot bring direct performance improvement.

After listing, catering enterprises are often forced by the pressure of the capital market, and need to constantly open stores to improve their performance. If the business model is immature, or the situation is misjudged, rapid expansion will easily lead to corporate losses, which will drag down the development of the whole company.

After the listing of Haidilao 20 18, more than 1000 stores were opened in three years. Although the revenue has increased, the huge cost of opening a store has been eroding the company's profits, so that the decision to close 300 stores has been made recently.

Coupled with the financial regulations after listing, the profit is thinner. Chinese fast food itself is a meager profit industry. If we add standardized fiscal and tax costs and human resources costs, the difficulty and burden of its growth can be imagined.

From the product side, Lai Yang believes that Chinese fast food should continue to invest in research and development regardless of whether it is listed or not, and achieve breakthroughs in standardization and taste reduction; Wen Zhihong also said that the polishing of products and single-store models by enterprises is still the top priority.

From the perspective of business model, enterprises should try their best to be "as fast as possible" while expanding their scale.

Wang Dongming believes that for Chinese fast food, the expansion of direct mode is too slow and the cost is too high. Direct chain enterprises such as Laoxiang Chicken can consider adopting the joining mode, which is not heavy on their own burden and can help enterprises focus on product research and development. In fact, McDonald's and KFC are mainly franchise stores around the world. "Domestic Chinese rice fast food still uses catering thinking, that is, addition thinking and multiplication thinking, while McDonald's and KFC started as fast-moving consumer goods and adopted geometric fission thinking."

Zhu also believes that it is difficult for Chinese fast food to support the nationwide expansion only by its own accumulation, and the capital investment is too large, and the inestimable risk in the middle is too high. Enterprises should use the power of capital in due course.