Core Insights - Yang Guofu has expanded its operations globally since 2017, opening nearly 7,000 stores in over 20 countries, with around 200 overseas locations, targeting both overseas Chinese and local consumers [1][4] - The challenges of Chinese cuisine going global involve not just taste modification but reconstructing a business logic that resonates with local cultures [1][4] Localization Strategy - The initial challenge faced by Yang Guofu in overseas markets was the cultural perception of food, with many Western consumers unfamiliar with dishes like "malatang" [4] - To address this, Yang Guofu introduced the "Built Your Own Bowl" model, transforming the selection process into a self-service experience similar to a salad bar, making it more accessible to Western consumers [4] - The company's overseas expansion strategy combines franchising and direct management, testing local market acceptance through franchise partners before optimizing the model [4][5] Supply Chain Management - Yang Guofu has established direct stores in Europe and North America as "showrooms" to test new products and enhance brand image [5] - The company has implemented a front warehouse model in the U.S. to localize common ingredient storage, reducing delivery times and minimizing food waste [5] - Plans for a European front warehouse by 2025 aim to further optimize the supply chain, while partnerships in Korea help manage inventory and emergency planning [5] Cultural Integration - Yang Guofu emphasizes cultural output as a form of "soft power," integrating traditional Chinese cultural activities into its overseas locations [6] - The design of stores incorporates elements of Eastern aesthetics, enhancing the consumer experience from the moment they enter [6] - The synergy of brand strength, supply chain efficiency, and localized operations is crucial for achieving stable profitability in overseas markets [6] Future Vision - The ultimate goal of Chinese cultural output is to make the "philosophy of delicious balance" a universal language in global dining [7] - The success of Yang Guofu is not solely measured by the number of stores but by how well its offerings resonate with diverse culinary practices around the world [7] - The company's experience illustrates that when brand strength, supply chain, and localization work together, Chinese cuisine can thrive in international markets, contributing to a global narrative of Chinese culinary culture [7]
杨国福谈中餐“出海” 品牌力、供应链、在地化运营三要素相辅相成