Consumers have no love. In foreign countries, Subway's positioning has always been clear: healthy and cheap, but in China, these two points don't make sense. 1. The taste orientation is vague, which is neither in line with Chinese habits nor healthy.

Besides sandwiches with more vegetables (compared with hamburgers and fried chicken) and meat cooked in a healthier way, Subway has a convincing marketing spokesperson-Jared Fogle. Jared Fogle was once obese because he loved junk food and didn't exercise. Later, through a diet menu featuring subway sandwiches, he lost 200 Jin (9 1kg), so he became the spokesperson of subway to promote health concepts until his pedophilia scandal was exposed.

But in China, uncooked raw vegetables do not conform to the health concept that most people in China should drink warm water. Only a few people who work out and count calories will agree with Subway's low-calorie sandwich. But the combination of carbonated soda, high-sugar biscuits and potato chips in the store is also incomprehensible to people who eat subway for health.

2. High price

Apart from Jared Fogle, Subway's other successful marketing strategy is "5 footlong", that is, you can buy a one-foot (12 inch) sandwich with meat and vegetables for five dollars, which is a relatively healthy and affordable choice in American fast food.

However, in China, a 6-inch sandwich is not enough for most adult men, so it is really not cheap to go to 30 yuan around 15. As a result, Subway's two proud advantages in the western market came to China, and both became unreasonable stories. After operating in China for more than 20 years, Subway seems to have not thought of a solution.