中餐出海，北美“碰壁”

Core Insights - The trend of Chinese restaurant brands expanding into the U.S. market has intensified, with over 10 brands opening their first stores in the U.S. in the first half of the year [1][3] - The urgency for brands to go overseas is driven by a perception that failure to do so may lead to obsolescence in the domestic market [3][5] - The U.S. market presents significant opportunities due to its high consumer spending power, which is 10.8 times that of China [5][6] Brand Expansion - Notable brands that have opened stores in the U.S. include 喜家德 (Jia De), 花小小 (Hua Xiao Xiao), 喜茶 (Heytea), and 瑞幸咖啡 (Luckin Coffee), among others [2][4] - The tea and coffee segments are particularly active, with brands like 瑞幸 and 喜茶 employing aggressive pricing strategies to attract customers [3][4] Market Challenges - The process of establishing a restaurant in the U.S. is lengthy, often taking 9-12 months due to various regulatory approvals and the need for extensive renovations [10][11] - The U.S. market has a more complex regulatory environment, requiring multiple permits related to food safety and business operations, which can delay opening [14][15] Localization and Consumer Preferences - Successful market entry requires brands to adapt their offerings to local tastes and preferences, which may differ significantly from those in China [16][21] - Brands like 乐乐茶 (Lele Tea) have adjusted their product lines to cater to local dietary restrictions and preferences, such as reducing nut content in baked goods [21][22] Supply Chain Issues - The supply chain for Chinese cuisine in the U.S. is still developing, with many brands relying on a combination of imported core ingredients and local sourcing [22][24] - The fragmented nature of the supply chain in North America poses challenges for smaller brands, often necessitating the establishment of in-house logistics to ensure timely delivery of materials [24][25] Conclusion - The expansion of Chinese restaurant brands into the U.S. marks a shift from individual store openings to a more systematic and scalable approach, driven by the success of leading brands [25]