品牌运营：2025中餐连锁品牌出海白皮书

Group 1 - The report titled "2025 Chinese Cuisine Chain Brand Going Global White Paper" highlights the transformation of Chinese cuisine's internationalization from primarily serving Chinese communities to catering to global consumers, marking 2023 as the "Year of Chinese Cuisine Going Global" [1][19] - Key drivers for this international expansion include the Belt and Road Initiative, support from overseas Chinese communities, and the demand for diverse dining options from high-income groups abroad [1][24] - The scale of Chinese cuisine chain brands going global is expected to grow from 2020 to 2024, with East Asia identified as a primary expansion region, while markets like the U.S. and ASEAN countries show significant potential due to favorable conditions [1][19][27] Group 2 - The report analyzes benchmark cases such as Haidilao, Tanyuan, and Tanghuogong, emphasizing their focus on brand positioning, localizing menu offerings, and leveraging social media platforms like TikTok for marketing [1][15][37] - Challenges faced by Chinese cuisine chain brands include rising supply chain costs due to tariffs, political and economic instability in certain regions, and a shortage of talent skilled in international business and dining [1][19][27] - Strategies suggested for overcoming these challenges include local production, optimizing supply chains using free trade zone rules, and enhancing local training programs [1][19][27] Group 3 - The future direction for Chinese cuisine chain brands going global includes a focus on local procurement and production, establishing regional warehousing centers, and implementing digital management systems to better adapt to overseas markets [1][19][27] - The report indicates that the international market for Chinese cuisine is projected to grow significantly, with estimates suggesting it will reach approximately $362.5 billion by 2024 and $445.2 billion by 2027, driven by intense domestic competition and the potential of overseas markets [1][36][37] - The report emphasizes the importance of a mature supply chain in supporting the global expansion of Chinese cuisine, highlighting the need for effective logistics and local partnerships to ensure success in diverse markets [1][35][51]