新形象，新征程！鱼你在一起马来西亚拓店全面提速

Core Insights - The global trend of upgrading dining consumption has led to a renewed recognition of the cultural experience value of Chinese cuisine, with overseas markets becoming a new "blue ocean" for Chinese restaurants [1] - The company "Fish You Together" has accelerated its global strategy, focusing on Malaysia as a core area for the rollout of its new 5.0 store concept [1] Expansion Strategy - The company is implementing a dual layout strategy of mall and street-side stores to capture key consumer scenarios, with new 5.0 stores opening in Kuala Lumpur, Puchong, and Klang [3] - By October, the number of stores in Malaysia is expected to exceed double digits, marking a shift from "single-point testing" to "regional densification" in its overseas strategy [3] Location Strategy - The new store openings reflect a deep understanding of the Southeast Asian market's consumer ecology, with strategic locations targeting high-net-worth individuals, emerging population areas, and family dining scenarios [3][5] - The first-day sales of the new stores indicate effective location strategies, with the Kuala Lumpur store achieving 13,000 MYR in sales and a turnover rate of 9 times [5] Product Strategy - The rapid expansion in Malaysia is driven by a dual engine of "product strength + cultural output," creating a multi-layered product matrix that appeals to global consumers [7] - The core product, sour fish, aligns with Malaysian preferences for sour and spicy flavors, while new regional products like Shandong-style stir-fried chicken cater to local taste experiences [7] Marketing Strategy - The company enhances user engagement through "Gen Z social marketing," collaborating with local KOLs to create viral online content and interactive activities [7] - This approach has significantly increased online exposure and facilitated the conversion from "traffic to retention" [7] Cultural Integration - The new stores embody a unified global 5.0 image standard, emphasizing "Eastern aesthetics" in branding, visual systems, and user experience [8] - The design merges traditional Chinese elements with modern aesthetics, enhancing both cultural recognition and customer comfort [8] Industry Positioning - The company's actions represent a model of "refined overseas expansion" in the Chinese fast-food industry, demonstrating sustainable growth potential in the Southeast Asian market [10] - By integrating global standards with localized operations, the company validates the viability of Chinese cuisine in international markets [10]