Author: Step Shake
Produced by: Bright Company
After experiencing accelerated store expansion in 2021 and 2022, Michelle Ice City will begin to "slow down" in 2023, and at the same time more inclined to cities with larger economies in the region.
According to the data of narrow door dining eyes, there are currently 24,536 stores in Michelle Ice City. Among them, nearly 6,000 new stores were added in 2020, about 5,000 new stores in 2021, about 10,000 new stores in 2022, and less than 2,000 new stores in the first half of 2023.
Regionally, in 2022, Michelle Ice City will rapidly expand stores in the Midwest. In 2023, the number of expanded stores in this area fell sharply compared with 2022, taking Sichuan as an example, in 2022, Michelle Ice City opened 818 stores in Sichuan in 2022, ranking first, while in the first half of 2023 only expanded 46 stores.
Regionally, Henan, as the base of Michelle Ice City, still maintains the top three new stores.
This year, Jiangsu and Guangdong are the main areas for expanding stores in the first half of this year.
Among the first-tier cities, Shanghai has become the city with the most stores in the four first-tier cities of "Beijing, Shanghai, Guangzhou and Shenzhen", and Michelle expanded 40 stores in Shanghai in the first half of 2023. In the first half of this year, Michelle expanded stores in Shanghai almost twice as many as in other first-tier cities, opening 27, 40, 18 and 19 new stores in Beijing, Shanghai, Guangzhou and Shenzhen respectively in 2023. In 2022, 128, 144, 148 and 73 new stores will be opened in Beijing, Shanghai, Guangzhou and Shenzhen respectively.
Michelle Ice City Chinese mainland store opening data of provinces, municipalities and autonomous regions in the first half of 2023 (Source: Narrow Door Restaurant)
In terms of provincial distribution, in 2022, Michelle will expand stores in the central and western regions at an amazing speed, with the top five regions of store opening being Sichuan, Shandong, Henan, Jiangsu and Zhejiang, with 818, 708, 681, 587 and 579 stores respectively, and Shaanxi, Yunnan and Guizhou will also enter the top 10 provinces in 2022.
The top five provinces to open stores in 2023 are Jiangsu, Henan, Guangdong, Anhui and Hebei, with 155, 140, 100, 84 and 83 stores respectively. In Sichuan and Shandong, which expanded stores rapidly in 2022, they only expanded 46 stores and 81 stores in the first half of 2023. In 2023, the top 5-10 provinces of Michelle Tuodian are Shandong, Zhejiang, Hunan, Hubei and Jiangxi, with a bias towards the eastern and central regions, while Shaanxi, Yunnan and other places that expanded rapidly the previous year have fallen out of the top ten this year.
Michelle Ice City Chinese mainland store opening data in 2022 (Source: Narrow Door Restaurant)
In terms of urban distribution, the top three cities (4) in terms of the number of stores in 2023 are Shanghai, Wuhan, Zhengzhou and Chengdu, with 40, 30, 28 and 28 respectively. Beijing, Wuxi, Hefei, Foshan, Nanchang and Changsha are among the top 10 cities for store expansion.
In 2022, the top three cities for Michelle Ice City expansion were Chongqing, Chengdu and Xi'an, with 379, 268 and 212 respectively. Zhengzhou, Kunming, Guangzhou, Shanghai, Hefei, Wuhan and Beijing were among the top 10 stores that year. Among the top ten cities, Chongqing, Chengdu, Xi'an, Kunming and other cities have surpassed Shanghai in store expansion, and these cities are already in the top ten in 2023, except for Chengdu.
In 2023, the overall expansion of stores will be in areas with relatively good economies and stable consumption volume, such as Chengdu, Wuhan and Hefei, while non-provincial capitals will be economically strong prefecture-level cities, such as Wuxi and Foshan. Some central and western cities will expand stores significantly in 2023, and cities in relatively developed regions will surpass cities such as Chongqing, Chengdu and Xi'an in 2022, becoming the main expansion areas in the first half of 2023.
(Michelle Ice City store opening data in the first half of 2023, source: Narrow Door Restaurant)
In the overall distribution of more than 20,000 stores that have been opened so far, Henan, Shandong, Sichuan, Guangdong and Hebei are the top five provinces with the most stores at present, followed by Jiangsu, Anhui, Shaanxi, Zhejiang and Hubei. The overall urban distribution is in line with the trend of expanding stores in 2022, and in 2023, the growth rate of these regional store expansion will slow down, and the more rapid expansion of stores will be in the first-tier cities and the economically relatively developed eastern and central regions. Among the cities that have opened stores, the top ten cities with the most stores are Zhengzhou, Chongqing, Xi'an, Chengdu, Wuhan, Guangzhou, Shanghai, Hefei, Beijing and Tianjin.
Beijing, Shanghai and Guangzhou are in the bottom five, and after the slowdown in store expansion in Chongqing, Xi'an and other cities this year, Michelle Ice City has relatively accelerated its store expansion in first- and second-tier key cities.