In contrast, McDonald's entered the China market later. It was not until 1991 that McDonald's opened its first fast food restaurant in Shenzhen. In the following four years, it opened the first batch of fast food restaurants in Beijing, Guangzhou, Tianjin, Shanghai and other cities.

In p>1987, KFC was the first to enter the China market, and opened the first KFC fast food restaurant in Qianmen, Beijing, which kicked off its entry into the China market. Then, KFC chain stores appeared in many cities in China. KFC restaurants can be easily found not only in big cities such as Beijing, Shanghai, Guangzhou and Tianjin, but also in remote small and medium-sized cities. In contrast, McDonald's entered the China market later. It was not until 1991 that McDonald's opened its first fast food restaurant in Shenzhen, and in the following four years, it opened the first batch of fast food restaurants in Beijing, Guangzhou, Tianjin, Shanghai and other cities. Different from KFC's strategy of blossoming everywhere, McDonald's focuses its market on the most important big cities in China, such as Beijing, Shanghai, Guangzhou and Shenzhen. In 1999, when the number of McDonald's chain stores in China reached 371, there were more than 61 in Beijing alone and nearly 51 in Shanghai, but only a few dozens of cities in China had McDonald's restaurants. Many cities wanted McDonald's to be stationed, but cautious McDonald's always limited its market to a few major cities. It was not until the last two years that McDonald's gradually extended its reach to some second-tier cities, such as Chengdu and Chongqing in the southwest, Xi 'an and Lanzhou in the northwest, Zhengzhou and Luoyang in the Central Plains. KFC accelerates its development, followed by McDonald's. Since 1999, the opening speed of KFC in China has obviously accelerated. In 1999, KFC announced that it would increase the number of KFC restaurants in Beijing from 37 to nearly 61 within one year, approaching the number of McDonald's.