将进军苏州、成都等城市拒绝口味改良

Core Insights - Wolfgang's high-end steak brand is accelerating its localization efforts in the Chinese market, with plans to expand into cities like Suzhou and Chengdu over the next three years, leveraging direct supply chain sourcing and a refusal to alter the taste of American steak to compete with local brands [1][3][6] Group 1: Market Strategy - The brand's strategy includes targeting young consumers in emerging areas, particularly popular tourist spots and communities like Anaya, to enhance its appeal [2][3] - Wolfgang has introduced mobile dining experiences, such as a food bus that combines specific menus with city tours, aiming to attract tourists and broaden its customer base [2][3] - Future plans involve opening pop-up stores in non-first-tier cities to reach a wider audience, with successful trials in locations like Chongli and Anaya [2][3] Group 2: Supply Chain and Product Quality - The company maintains a high loss rate of 35% to 45% during the processing of fresh steaks, which undergo a minimum of 28 days of aging in its facilities [4][5] - Wolfgang emphasizes the importance of direct sourcing high-quality beef from U.S. suppliers, establishing a mature supply chain that includes air transport and in-house aging processes [3][4] Group 3: Understanding Local Market Dynamics - The brand acknowledges the challenges faced by international companies in China, including regulatory differences, cultural barriers, and logistical complexities, which necessitate strong local partnerships [5][6] - Wolfgang's future plans include deepening its presence in first-tier cities while focusing on rapidly growing second-tier cities, expanding its product offerings beyond steaks to include items like hamburgers [6][7] Group 4: Digital and E-commerce Strategy - The company has established a dedicated e-commerce team to engage consumers through platforms like Xiaohongshu and WeChat, recognizing the importance of online channels in the current market landscape [6][7]