对话沃夫冈全球创始人Peter Zwiener： 不改良口味、不降损耗率，用“美式固执”打开中国高端餐饮市场

Core Insights - Wolfgang is accelerating its localization efforts in the Chinese market, emphasizing the potential that exceeds expectations and planning to enter new cities like Suzhou and Chengdu in the next three years [1][6] - The brand is focusing on attracting younger consumers by establishing presence in trendy locations and offering unique experiences, such as food trucks that combine dining with local sightseeing [3][4] Market Expansion Strategy - Wolfgang's expansion strategy includes opening new locations in second-tier cities and utilizing pop-up stores to reach a broader market, particularly outside first-tier cities [4][8] - The brand has successfully operated pop-up stores in locations like Chongli for three consecutive years, indicating the potential of new consumer scenarios [4] Supply Chain and Product Quality - Wolfgang maintains a high-quality supply chain by sourcing premium beef directly from U.S. suppliers, with a focus on air-freighting fresh steaks to its locations [6][7] - The brand faces a significant processing loss rate of 35% to 45% due to the aging process of the beef, which is essential for maintaining quality [7] Consumer Preferences and Brand Positioning - The Chinese market shows a growing demand for international dining experiences while also seeking local adaptations, which Wolfgang aims to balance without compromising the authenticity of its American steak offerings [6][9] - Wolfgang occasionally introduces localized products like mooncakes and dumplings but remains committed to preserving the original taste of its steaks, reflecting a unique brand philosophy [7][8] Challenges and Adaptation - International brands like Wolfgang encounter various challenges in the Chinese market, including regulatory differences, cultural barriers, and logistical complexities, necessitating a strong local presence [8] - Understanding the local market and establishing reliable partnerships are crucial for successful operations in China [8] Digital Strategy - Wolfgang is enhancing its online presence by building an e-commerce team to engage consumers through platforms like Xiaohongshu and WeChat, thereby extending its reach beyond physical locations [9]