来源 | 赢商网（ID：winshang）
When the waves are surging, you can see the hero's spirit. The 19th China Commercial Real Estate Festival, the largest and most influential annual event in China's commercial real estate and retail chain industry, hosted by Winshang.com, was held on May 15-16, 2024 at Langham Place Nanfeng, Guangzhou.
In this real estate festival, the "Wave Rising and Rushing - Chinese Brands Going Overseas and Joining Summit Forum" jointly sponsored by Winshang.com and Guangdong Catering Service Industry Association invited a group of domestic and foreign commercial real estate development and operators, brand owners, as well as industry experts and scholars, to discuss and share the current situation and trend of Chinese brands going overseas and joining with industry colleagues, get a glimpse of the whole industry, expand their own horizons, and seek enterprise growth.
With the rapid development of China's economy and the continuous improvement of its comprehensive national strength, Chinese brands are moving towards the world stage with an unstoppable momentum. Chinese brands going overseas have become an important part of China's economic development and have had a profound impact on the global economic landscape.
Driven by the wave of globalization, Chinese brands are facing unprecedented opportunities and challenges when going overseas. On the one hand, the competitiveness of Chinese brands in the global market is constantly increasing, and the brand influence and reputation are increasing day by day. On the other hand, the global market is becoming increasingly competitive, and challenges such as cultural differences and language barriers remain.
It is against this background that the "Rising Waves, Surging" Chinese Brands Overseas and Joining Summit Forum was set up, hoping to help Chinese brands achieve greater popularity in the international market. At the sub-forum, a number of guests brought wonderful keynote speeches, providing valuable experience and suggestions for Chinese brands to go overseas.
Zhou Xu, CEO of Winshang Tech, first delivered a speech, saying that in the era of global economic integration, brand internationalization is an important way for enterprise development, and going overseas is one of the important ways to achieve brand internationalization, which can help enterprises promote products and services to overseas markets and establish contact with global consumers.
At the same time, enterprises need to learn international advanced management experience, technical level and market strategy; And combined with their own characteristics and advantages, innovation and optimization, in order to be invincible in the international competition.
© Zhou Xu, CEO of Winshang Tech
Subsequently, Huang Guiming, an advanced individual of returned overseas Chinese and their relatives in China, a member of the Standing Committee of the Chinese People's Political Consultative Conference of Huadu District, Guangzhou, executive vice president of Guangdong Catering Service Industry Association and chairman of the Commercial Real Estate Committee, said in his speech that under the background of global economic integration, commercial real estate is ushering in a critical period of transformation and upgrading. He pointed out that commercial real estate should conform to the trend of the times, innovate business models, and achieve a win-win situation for all parties.
Taking Chinese catering brands as an example, he expounded the successful experience of Chinese brands going overseas, and emphasized the important role of franchise model in brand expansion. At the same time, he also advocated that property owners, brand owners, investors, operators and other parties should strengthen cooperation to jointly create an open, inclusive and innovative business ecosystem.
© Huang Guiming, member of the Standing Committee of the Chinese People's Political Consultative Conference of Huadu District, Guangzhou, executive vice president of Guangdong Catering Service Industry Association and chairman of the Commercial Real Estate Committee
Brand going overseas
The development trend of commercial real estate in Thailand and the opportunities for Chinese brands
©泰国曼谷CENTRAL PATTANA集团国际租赁和品牌收购总裁 KEN
KEN, PRESIDENT OF INTERNATIONAL LEASING AND BRAND ACQUISITION OF CENTRAL PATTANA GROUP IN BANGKOK, THAILAND, SHARED THE DEVELOPMENT TREND OF THAI COMMERCIAL REAL ESTATE AND OPPORTUNITIES FOR CHINESE BRANDS, PROVIDING A REFERENCE FOR CHINESE BRANDS TO ENTER THE THAI MARKET.
KEN MENTIONED THAT THE REMARKABLE SUCCESS OF CHINESE BRANDS IN THE THAI MARKET IS DRIVEN BY A COMBINATION OF FACTORS. The rapid development of e-commerce and the deepening of cultural exchanges, as well as the outstanding cost competitiveness of Chinese enterprises in the global market, have all contributed to the prosperity of the country's market.
Chinese brands such as Haidilao, Taier Sauerkraut Fish, Bawang Chaji, Bubble Mart, OVV and other Chinese brands have achieved good performance in the shopping malls of the Central Group Group. At the same time, Ken also mentioned that due to the difference between the popular social media platforms in the two countries, he hopes that Chinese brands will also pay more attention to the marketing communication on local social platforms when they land in Thailand.
Thailand's GDP growth reached 2.3% in 2023 and is expected to reach 3.7% this year. This increase was driven by tourist spending and household spending this year. In addition, the trade agreement between Thailand and China has also played a facilitating role. In recent years, the convenience of China's logistics services and the quality of goods have also improved, which has further deepened the influence of Chinese brands in Thailand.
Whether the Canadian market is for Chinese or other ethnic groups
©Zhang Yaoyuan, founder of BEST VIEW and general manager of Mandu Canada
Zhang Yaoyuan, founder of BEST VIEW and general manager of Mandu Canada, analyzed the current situation and trend of Chinese brands going overseas to Canada, and provided inspiration for Chinese brands to explore the North American market.
As the world's 10th largest economy, Canada has a large enough local consumer market, and it is naturally connected with the United States, which is undoubtedly the best springboard for Chinese companies to enter the American market.
When cultivating the Canadian market, companies usually face an important decision: whether to focus on serving the Chinese community, or expand services to cover other ethnic groups, Zhang Yaoyuan pointed out that Canada is a country of immigrants, and the proportion of Asians in Vancouver is as high as 35.7%, so companies should consider how to occupy this part of the market when going overseas. Zhang Yaoyuan suggested that brands should aim to occupy one-third of the customer base in the target city when going overseas.
Zhang Yaoyuan mentioned that brands such as Haidilao, Boiling Point, and West Young Master can attract Chinese customers and successfully enter the local mainstream market, and the key to their success lies in brand packaging and market positioning, which should take into account the consumer habits of different ethnic groups. In addition, he also reminded that companies need to comply with local regulations and obtain corresponding certifications when opening stores.
Thinking on the current situation and trend of Chinese brands going overseas to Japan in 2024
©SUNLINK Co., Ltd. 创始人 丁烨
Ding Ye, founder of SUNLINK Co., Ltd., shared "Thinking on the Current Situation and Trends of Chinese Brands Going Overseas to Japan in 2024", providing unique insights for Chinese brands to enter the Japanese market.
Ding Ye said that in the context of globalization and economic integration, Chinese brands have ushered in huge opportunities to go overseas to Japan. With a population of 124 million, Japan is the third largest consumer market after China, and Chinese tourists are the main source of tourists in Japan, with strong spending power. However, there are also many challenges in the Japanese market, including difficulty in opening stores, high credit requirements, low brand recognition, high rents, long construction periods, and high operating costs.
In response to these, Ding Ye put forward four points of experience: Japanese consumers pay attention to service quality, and Chinese brands must provide the ultimate service in order to win their recognition; Japan has a unique culture, and Chinese brands should respect the local culture and combine their own characteristics for brand building and marketing; At the same time, Japan is a credibility society, and Chinese brands should establish a good reputation and establish a cooperative relationship of mutual trust and mutual benefit with local partners.
Finally, he emphasized that Japan's business model and pace are different from China's, and that Chinese brands need to understand and adapt to the local market and be patient in order to achieve long-term success.
Recognize the brand's overseas road
© Zhang Taixue, founder of Xizhi brand and chairman of the board of directors of Xizhi Group
Zhang Taixue, founder of Xizhi brand and chairman of the board of directors of Xizhi Group, shared the experience of Xizhi brand on the overseas road, which provided a successful example for Chinese brands to build international brands.
Zhang Taixue mentioned that thanks to the policy encouragement of the state and the continuous influence of national culture, the demand for overseas commercial real estate services has been further released after the epidemic, and the joy of cultivating the rock sugar gourd category for more than 20 years has also ushered in new market opportunities. In the overseas layout, the brand should go deep into the local culture and integrate local consumption habits to achieve the dual output of excellent oriental national snack products and traditional Chinese food culture.
At present, Xizhi plans to reach 1,000 stores nationwide this year. Every year, 250 million strings of rock sugar gourds are sold, and the annual service number reaches more than 40 million. With the acceleration of globalization, traditional Chinese cuisine has gradually gone global, and the unique product shape and taste of rock sugar gourd have also won many fans abroad. Chinese food culture continues to spread outward, and its influence has spread to Japan, Mongolia, North Korea, Singapore and other countries.
In March this year, Xizhi successfully opened its first overseas store in South Korea. Zhang Taixue said, "Xizhi's first store in Korea is the first step in the exploration of overseas markets, and there are many challenges in the process, such as logistics and warehousing, intellectual property rights, the creation of consumption habits and standardized management. We need to adapt to overseas laws and regulations and integrate into local cultures to meet different levels of challenges and development needs. ”
Market opportunities, resources and experience sharing for overseas investment in high-profit restaurants in the United States
© Sam Sanchez, director of the National Restaurant Association and founder and CEO of Third Coast Group
Sam Sanchez, director of the National Restaurant Association and founder and CEO of Third Coast Group, also shared his views on "Market Opportunities, Resources and Experience of Investing in High-Profit Restaurants in the United States".
The U.S. restaurant industry, as a global leader in the restaurant industry, has shown strong resilience after the impact of the new crown epidemic, bringing huge opportunities for investors. With more than 1,300 employees operating highly profitable restaurants in Chicago, Third Coast Group has set the benchmark for its unique philosophy and efficient management. The group's flagship store, Old Raven's Bar, has set a record of No. 1 sales in Chicago, with 90% of the restaurant's net profit coming from the sale of alcoholic beverages, fully demonstrating the huge potential of combining catering and alcohol.
As the third largest city in the United States, Chicago has incomparable geographical advantages and development potential. Its well-developed infrastructure and frequent large-scale events and events have brought huge customer flow and consumer demand to the catering industry. At the same time, the Chicago Business Association also provides a full range of support and convenience for overseas investors, helping investors quickly integrate into the local market.
Judging from the speeches of the guests, Chinese brands have a long way to go to sea, but the future is bright. If Chinese brands want to succeed in the international market, they need to continuously improve product quality and brand competitiveness, and actively integrate into local culture to create a Chinese brand with international influence, which of course requires the joint efforts of all parties.
Brand Franchise Session
Joining, a collective behavior with a broad spectrum in the current brand circle.
From the existence of disdain to the fragrant bun that grabs food, the change in the role of joining the "direct sales faction" means that new changes in the consumer market are brewing; The actual landing of the franchise method and the commissioning and verification of the first round of franchise stores have become the core proposition of a new round of brand competition.
In 2024, the wave of franchises of big chain brands will be more "fierce". For franchise brands, how to discover new opportunities with a keen eye, how to find new opportunities in the crisis, and open a new situation in the changing situation?
Big Data Interpretation: S· RGB· Five-star evaluation model of franchise catering quality brand
© Xu Yunfei, the co-manager of Narrow Gate You
In 2023, China's restaurant chain rate has reached 20%+, with a total of more than 7.58 million stores, a market size of more than 5 trillion yuan, and more than 100,000 chain brands. The potential for industry scale is huge, and all food and beverage categories are worth redoing.
Among the top 10 categories, per capita consumption of less than 100 yuan is the mainstream price band, with consumption within 100 yuan accounting for 54.1% and per capita consumption of 38.9 yuan. This provides a reference for catering operations or franchises.
Franchisees want to choose a good brand, and brands want to choose a good franchisee. Narrow door excellent franchise is to establish brand trust for brand owners and connect with more valuable franchisees; Help franchisees stay away from brands that cut leeks and find brands that are worth joining.
Therefore, we propose a set of S· RGB· Five-star evaluation model of high-quality brand of franchise catering: user word-of-mouth, verifying product market acceptance; Brand age, verify the brand's own market viability; Rapid development, verifying the development rhythm control and potential of the brand; Store size, validating store model and supply chain maturity; Survival, verify the brand organization's ability to support large-scale operations.
Whole store integrated output: Reshape the single-store profit model of F&B stores
© Yang Huasheng, the founder of Jizao
Before the pandemic, it was an olive-shaped society, and the middle class was the middle of the olives, but now it is an M-shaped society, and the middle class in the middle has disappeared. The base of the poor is expanding, and so is the base of the new rich. This means that the catering industry needs to change, because the consumer group, consumption base, and spending power are changing.
However, catering people, franchisees and other catering practitioners are very difficult, because the price cannot rise, and the store profit cannot rise. The original business model and single-store profit model have made it difficult for the brand to develop; Benchmarking, plagiarism, and shallow innovation cannot bring about fundamental change and transcendence.
Therefore, we need a new frame of thinking, thinking about business models, financial models. The use of the whole store integration module can optimize the efficiency of store construction and operation, and ultimately enhance the core competitiveness of chain brand stores. It is the most basic premise to achieve national expansion to reshape the single-store profit model of catering stores, make the single-store investment model lighter, make the operation efficiency higher, and make the brand model sink enough.
The fission investment model of the store is full of cities
© Liu Haidong, Deputy Secretary-General of the Brand Innovation Committee of the Guangdong Restaurant Association
The ultimate of the chain is to join, and the essence of the chain is to polish a profitable store type and amplify it with the help of the power of the whole society. Do a good job of the first store first, but it is not enough for a single store to make a profit, you can copy and paste to amplify the value. This means that you need to play the board, run the logic through, and achieve self-cloning.
Many people open a store to attract investment and join, which is not friendly to the area. When you want to attract investment and join, you need to form a single store model to a store group model and then to a city model.
However, the traditional traffic investment model has collapsed, and the new store investment DNA can be used to focus on store category positioning, single-store profit model, franchisee portrait, and franchisee upgrade, so as to achieve cold start customer acquisition and low-cost fission.
How to open a new situation in the changing situation
Moderator: Li Keyang, Founder of Xingbei Intellectual Property and Executive Chairman of the Brand Innovation Committee of Guangdong Restaurant Association (Captain Li)
Guests: Yi Zhengwei, Vice President of 72nd Street, Xie Canwu, General Manager of Shouxiu Catering (Jiang Yuer), Sun Dian, Co-founder of Tart Lemon Handmade Fresh Fruit Tea
© Founder of Xingbei Intellectual Property Rights, Executive Chairman of the Brand Innovation Committee of Guangdong Restaurant Association Li Keyang (Captain Li)
In 2024, the wave of franchises of large chain brands will be more "fierce", and all of them will accelerate the expansion of stores and go deep into the sinking market into the future work center. With the addition of more and more well-known brands, the franchise market will be further differentiated and integrated in the future, and brand strength and innovation ability may become the core consideration factors for franchisees to choose projects.
©Vice President of 72nd Street, Yi Zhengwei
Guangzhou 72nd Street Chinese fast food direct chain has gone through many historical cycles to achieve today. In today's traffic era, first of all, a brand boss needs to change his thinking and gameplay, so that he can keep up with market changes and live longer.
In this way, in the new changes, we must take advantage of the trend, and we will respond from four aspects. First of all, it repositioned and differentiated strategically, and resolutely gave up the category of pork rib rice and changed to lotus leaf rice, which is relatively blank in the current fast food market; The second point is to fully mobilize the potential of the existing team, we must use the ability to make money, take out 10% of the share income to make an option pool, and partners pay wages twice a month, one is normal salary, and the other is performance salary.
We do this kind of thing, to reduce costs inwardly, to benefit consumers, all in order to increase repurchases, and ultimately to pursue growth, which is the most effective way to break the situation at the moment.
© Sun Dian, general manager of Shouxiu Catering (Jiang Yuer).
Jiang Yuer's sauerkraut fish brand, which has been in the market for many years, has been opening a new situation in the changing situation, deeply cultivating products, standardizing the SOP process, and constantly shaping and cultivating internal skills.
The biggest breakthrough of Jiang Yuer's brand this year is to return to Sichuan cuisine and reposition the entire cuisine and category. It will appear in the shopping mall in the form of a Sichuan restaurant, make the best pickled cabbage fish brand in the Sichuan restaurant, and continuously implant the existing highlight products into the minds of consumers. Adjust the menu synchronously, there will be about 70% of Sichuan cuisine products, and the remaining 30% will integrate local specialties, study the online product matching of 2-4 people, and enhance consumers' enthusiasm for the brand and repurchase rate.
In the past, in order to expand the scale, Jiang Yuer took a big detour in joining. Now return to the original intention, do not seek more, seek to open a family and live a family, this is the core of the strategy.
© Tart Lemon Hand-made Fresh Fruit Tea Co-founder Xie Canwu
Xie Canwu: Founded in 2017 and currently with 600 stores, Tart Lemon Handmade Fresh Fruit Tea is the formulator of China's hand-made lemon tea group standards, and through continuous innovation, this track and this category have newer and better development.
Tea is probably the most volatile of all tracks, and lemon tea is the most volatile among teas. There are two specialties of tart lemon, the first is hand-beaten, and the second is lemon tea. Hand beating is our soul, but the way we think about the breakthrough is whether there are other niche fruits to make besides lemon tea. After finding the right positioning, tart lemon was upgraded from hand-made lemon tea to hand-made fresh fruit tea, focusing on niche fruits, including lime, yellow peel, balat and so on. Second, in terms of layout, we will have two actions this year - sinking and going to sea. The brand sank, and tried to make some township stores; Going to sea, we will make some new attempts outside of Australia, the United Kingdom, and Canada.
There are a lot of things personalized in Chinese food, and a lot of things in tea are standardized. Based on this, the store can be empowered in two aspects: the first stage is to empower the store through the digital system, making the production of each product easier, reducing the cost of training, and reducing the probability and cost of errors; The second step is to launch an intelligent bar counter, which greatly improves the operating efficiency of the store and reduces the operating cost.
The "Rising Waves, Rushing" Chinese Brands Overseas and Joining Summit Forum was a complete success, laying a solid foundation for Chinese brands to set sail and create brilliance together. It is believed that with the joint efforts of all parties, Chinese brands will be able to ride the wind and waves, move forward bravely, and gain greater influence in the international market.
Let us look forward to Chinese brands setting sail and creating brilliance together!