Chapter 1870 Country Z Doesn’t Like Fast Food?

Another problem is entering the market of country Z. This is definitely a big stone standing in the way of Panda's progress.

But I am afraid that this stone panda cannot move away. First, there are natural problems. Their products are not suitable for the taste buds of people in country Z.

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

First, compare the above factors that promote the establishment, subsequent expansion and prosperity of fast food in the U.S. consumer market.

In comparison, under the current social, economic and technological environment of Country Z, the fast food industry can "theoretically" gradually expand and gain more market share.

This is certain. After all, the demographic dividend is so great that even a pig can grow meat.

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

Therefore, relatively speaking, the domestic potential demand for fast food consumption is higher, especially for small families with one wife and one child, who have no time for cooking.

In addition, although there has been no baby boom in the past 30 years, in country Z, the generation born in the 1980s, 1990s and beyond is very adaptable to fast food consumption patterns, and it is getting higher and higher. They start to accept fast food staple food in school. habits, to the fast-paced work state after work, all directly point to people's tendency to consume fast food.

In terms of economic factors and urbanization process, 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 dining out.

In terms of per capita GDP, the per capita income of country Z exceeded US$8,000 in 2016. At that time, the leading Western-style fast food was launched in country Z.

In comparison, the domestic leading companies in the fast food industry are behind in their mature stage, and the leading domestic Chinese fast food companies need to be further explored.

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

In addition, the country Z market also has one of the biggest advantages, which is its business expansion capability.

The market share and chain rate of leading companies in the domestic catering industry, including fast food, are very low.

This is an important factor that restrains the growth of domestic fast food industry brands, such as revenue from US$100 million to US$1 billion.

However, with the addition of a new generation of practitioners with professional manager qualities, this factor has

The negative impact will gradually diminish.

More importantly, the entire form is different. When it comes to the fast food industry in country Z, it is not only a business of catering stores. Any commercial entity that can provide light service, fast, and efficient catering compared to households is a fast food service participant. .

From the perspective of national consumption habits, they directly promote the increase in the scale 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 the domestic catering industry expenditure.

In addition to the recent addition of various hot pot full-service restaurant products, catering for takeout consumption can almost be classified as fast food and light service, with relatively short consumption time, or simply no actual consumption time in the store.

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

In China, the business of convenience stores with fast food and hot food as one of their important businesses is growing. They are distributed in the daily life areas of the people and around the travel network. For example, convenience stores owned by major petroleum brands have occupied the market of Chinese fast food. living space.

Other participants include new retail supermarkets, such as Hema Fresh, Yonghui Supermarket, etc.

Various brand catering companies, such as Lao Hai Hai, Dong Bei, and various online fast food brands. Before all the cakes were made, there were countless companies trying to land on the beach. Panda was already one step late, let alone them. The most critical product problem has not been solved yet. If they want to enter the market after they solve it, they will be an era behind.

From the current map of leading 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 those that do not include coffee, Western-style and other fast food categories.

This has led to the wrong judgment of Western catering companies when they enter country Z - people in country Z like to be lively and pursue fresh and diversified food. Service-oriented dinners are more likely to do business in country Z, while the 'single' food structure in the United States is different from fast food. It is difficult to establish business in China.

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

The entire fast food industry seems to be in a neglected position. In fact, the market capacity of country Z is fully able to accommodate the existence of multiple leading fast food companies. Companies that are excluded from the market of country Z are destined to be eliminated by the international leaders. Most enterprises are left behind.

How is this possible unless the married couple has no ambition? How can a person without ambition make a company so big?

Will people without ambition conquer cities and territories around the world and continue to expand?

Everyone has ambitions, especially entrepreneurs who have such a big business, they will yearn for higher levels and sky.

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

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

It is not that there were no Chinese fast food companies that had a glorious moment, such as "Fake Kung Fu".

But the current market changes too fast. The fast food market iterates every 3-5 years. The previous speed may have been 10 or 20 years. This has resulted in "fake kung fu" being attacked from both sides. It can be said that it is surrounded by enemies from all sides.

The situation of 'Fake Kung Fu' is completely the epitome of traditional Chinese fast food. It can be said that it is in a difficult situation. There are big Western brands M and K with thousands of stores. In the middle, Jixiang Wonton Stew has opened more than 2,000 stores. Various The braised chicken and spicy hotpot chains have both exceeded 5,000 stores.

As for traditional Chinese fast food, the scale has never exceeded 600. They are in an embarrassing situation, slow to respond, and cannot keep up with the pace of the times. This has become their unified label.

When mentioning "fake Kung Fu", apart from "Steaming is better for nutrition", which is not a fashionable advertising slogan, what else comes to mind?

When it was first born more than 10 years ago, customers would find it bright, but now it sounds like they are just uninterested.

Times have developed and consumption has upgraded, but the "fake kung fu" fast food mentality still remains 20 years ago.

Standardization has long been the standard for chain restaurants, and the forms of nutritional expression have become more diverse. The claim that steamed food is nutritious has become a thing of the past.

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