Chapter 1870： Country Z does not like fast food?

Another problem is to enter the Z country market. This is definitely a big rock that lays on the panda's way forward.

But I am afraid that this stone panda cannot be removed. One is a natural problem. Their products are not suitable for the taste buds of Z people.

The second is the problem of the overall environment. People in country Z don't seem to be too cold with fast food.

First of all, compare the above factors that promote the landing of fast food in the US consumer market and subsequent expansion and prosperity.

In contrast, in the current social, economic and technological environment of country Z, the fast food industry can "in theory" gradually expand and gain more market share.

This is certain. After all, the demographic dividend is too big, and every pig can grow meat.

To compare one by one, social change factors, from the perspective of female employment, the proportion of female employment in country Z in the past two years is close to 70%, which is higher than the proportion of less than 60% in the United States.

Therefore, relatively speaking, the potential consumption of fast food in China is higher, especially for small families with monogamy and one child, who have no spare time for cooking.

In addition, although there has not been a baby boom in the past 30 years, in Country Z, the post-80s, 90s and later generations are very adaptable to fast food consumption patterns, and they are getting higher and higher. They started to accept fast food staple foods from school. The habit to fast-paced work after work all directly refers to people’s tendency to consume fast food.

In terms of economic factors and the process of urbanization, for China, the urbanization rate will reach 75% by 2030, which corresponds to the 220 million new urban population in country Z, and the consumption pattern that may increasingly rely on fast-food dining out.

In terms of per capita GDP, the per capita income of country Z exceeded US$8,000 in 2016. At that time, there were a hundred excess western fast food products listed in country Z.

In comparison, the leading companies in the domestic fast-food industry have left behind during their mature period, and the domestic leading Chinese fast-food companies need to be further explored.

Technical factors are not even a problem. In addition to quick-freezing technology can be implemented, the current fresh supply chain companies are developing rapidly, and they can provide food services for fast food and other catering stores with relative efficiency and low cost.

In addition, the country Z market has one of the biggest advantages, which is the ability to expand business.

The domestic catering industry, including the leading fast-food companies, has a low market share and chain rate.

This is an important factor constraining the increase in the volume of brands in the domestic fast food industry, such as from 100 million US dollars to 1 billion US dollars in revenue.

However, with the addition of a new generation of practitioners with professional manager quality, this factor will gradually weaken its negative influence.

More importantly, the whole situation is different. In country Z, the fast food industry is not only a business of catering stores, but any commercial entity that can provide light service, fast, and high-efficiency catering compared to households is a fast-food service participant. .

From the level of national consumption habits, they directly promote the rise of the domestic fast food market.

The most obvious example is the development of food delivery platforms.

Last year, takeaway consumption exceeded 200 billion yuan, accounting for more than 5% of domestic catering industry expenditures.

In addition to the various hot pot full-service restaurant products that have recently been added, the catering for takeaway consumption can almost be classified as fast food and light service, with relatively short consumption time or no actual consumption time at the store.

In addition, convenience stores are also occupying a share of the fast food industry. In RB, 7-11 convenience stores have more than 20,000 stores, occupying a quarter of the local fast food market.

In China, the convenience store business with fast food and hot food as one of the important businesses is growing. They are distributed in the areas of national daily life and around the travel network. For example, convenience stores under major oil brands have squeezed out Chinese fast food. living space.

Other participants include new retail supermarkets, such as Hema Xiansheng and Yonghui Supermarket.

Various branded catering companies, such as Laohaihai, Dongbei, and various online fast food brands, before all the cakes were made, there were countless companies trying to land on the beach, and the pandas were a step late, not to mention they The most critical product problem has not been solved yet, and they want to enter the market after they have solved it, but they are one era behind.

From the current layout of the top catering companies in Country Z, it is not difficult to find that the market value of companies headed by dinner brands such as Laohaihai is much higher than that of fast food products that do not include coffee and Western food.

This has led to the misjudgment of Western catering companies entering the country Z. People in country Z like to lively and pursue fresh and diversified cuisine, and service-oriented dinners are more likely to be business in country Z, while the United States has a "single" food structure and fast food. Business is difficult to land in the country.

This is definitely a misunderstanding. In the four major first-tier cities, as well as young people in first-tier and most second-tier cities, the proportion of fast food consumption in daily life is gradually expanding.

The entire fast food industry seems to be in a neglected position. In fact, with the market capacity of country Z, it can fully accommodate the existence of multiple top fast food companies, while the companies that are excluded by the market of country Z are destined to be international leaders. Ministry of enterprises are behind.

Unless married couples have no ambitions, how is this possible? Can people with no ambitions make a company so big?

Will people with no ambitions continue to expand globally?

People have ambitions, especially entrepreneurs who have achieved such a big business, will yearn for a higher level and sky.

So how to solve this problem? In fact, it is easy to handle. Since the main idea of ​​pandas is to adapt to the tastes of the locals, can they adapt to the tastes of the Z people after landing in the Z country?

But a very real problem is that consumers in country Z seem to be not interested in Chinese fast food.

It was not a Chinese fast food company without a glorious moment, such as ‘fake Kungfu’.

But the current market is changing too fast. The fast food market is iterated every 3-5 years. The previous speed may have been 10 years or 20 years This has led to ‘fake kungfu’ being flanked by left and right, which can be said to be embarrassing.

The situation of'fake Kungfu' is completely the epitome of traditional Chinese fast food. It can be said to be in a difficult situation. There are big Western brands M and K, and there are thousands of stores. In the middle, there are more than 2,000 stores with auspicious won stew. The yellow stewed chicken and mala Tang chains have exceeded 5,000 stores.

Traditional Chinese fast food, on the other hand, has not been able to scale up, and has never broken through 600. The situation is embarrassing, slow to respond, and unable to keep up with the rhythm of the times, which has become their unified label.

Speaking of ‘fake kungfu’, apart from "nourishment or steaming," this is not a fashionable slogan, what else can you think of?

When it was just born more than 10 years ago, customers would feel that their eyes were bright. Now it sounds like they only feel uninterested.

The times have developed and consumption has upgraded, but the fast food thinking of ‘fake kungfu’ still remained 20 years ago.

Standardization and standardization have long been the standard of chain restaurants, and the manifestations of nutrition have become more diversified. The proposition that steamed is nutritious has become a yellow flower yesterday.

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