中国餐饮“出海”迈入新阶段

Core Insights - Chinese dining brands are rapidly expanding globally, transitioning from individual store trials to systematic and large-scale international operations, driven by domestic market competition and policy support [1][3][4] - The "going global" trend is not merely about store expansion but involves deep localization of supply chains and cultural integration [1][4] Industry Overview - The overseas Chinese community has historically contributed to the spread of Chinese cuisine, with brands like Quanjude and Donglaishun leading the way post-reform [2] - The hot pot segment is a pioneer in this expansion, with Haidilao operating over 120 international locations, while other brands focus on Southeast Asia with differentiated offerings [2] - The new tea beverage sector is emerging as a significant player, with Mixue Ice Cream and Tea opening over 5,000 stores across 12 countries since 2018 [2] Market Dynamics - The domestic restaurant market is experiencing intense competition, with 1.347 million new registrations and 1.056 million closures in the first half of 2024, indicating a saturated environment [3] - Policy support, including the "Belt and Road" initiative, is facilitating the internationalization of Chinese dining brands [3] Global Demand - The overseas market for Chinese cuisine is expanding, driven by a growing Chinese diaspora and a global trend towards culinary experience [4] - The demand for Chinese dining is supported by local supply chain innovations, such as the "central kitchen + local procurement" model [4] Challenges - Cultural differences, supply chain construction, and regulatory barriers remain significant challenges for Chinese dining brands venturing abroad [4][5] - Localizing flavors while maintaining core brand identity is crucial for success in foreign markets [5][6] Supply Chain Issues - The complexity of international supply chains poses challenges, with many brands relying on domestic sourcing for core ingredients while facing local procurement difficulties [6][7] - Regulatory compliance varies by country, complicating the entry process for Chinese dining brands [7] Strategic Recommendations - Building a robust supply chain and understanding local regulations are essential for successful international expansion [8][9] - Collaboration across the entire industry chain is necessary to achieve economies of scale and ensure consistent quality [9][10] Innovation and Adaptation - New tea brands are exploring innovative supply chain solutions, such as local partnerships and self-developed products, to address supply challenges [10] - Digital platforms are enhancing the international presence of Chinese dining brands, with initiatives like Meituan's global restaurant guide [10][11] Cultural Integration - Successful internationalization requires a deep understanding of local cultures and consumer preferences, transforming dining experiences into cultural exchanges [11][12] - The evolution from "water and soil incompatibility" to "local coexistence" reflects the ongoing adaptation of Chinese dining brands in global markets [12]