国际品牌在深投资持续加码

Core Viewpoint - Despite facing intense competition in retail and dining sectors in China, international brands continue to invest and expand their presence rather than withdrawing from the market [2][6] Group 1: Store Closures and Performance - Burger King's closure of its Shenzhen Huaqiangbei store is part of a broader strategy adjustment due to performance pressures, with a reduction in total stores from 1587 in 2023 to 1367 by mid-2025 [2] - The system sales figures for Burger King in China were reported as $8.04 billion in 2023, $6.68 billion in 2024, and $3.09 billion in the first half of 2025, indicating a significant decline [2] Group 2: Market Trends and Challenges - Several international retail brands, including Carrefour and Aeon, have closed stores in Shenzhen due to e-commerce impacts and strategic shifts, reflecting a common market logic among foreign retailers [3][4] - The shift in consumer preferences towards "value consumption" has diminished the appeal of traditional international brands, as new generations prioritize product design, quality, and personalized experiences over brand prestige [4] Group 3: Strategic Adjustments - Burger King is implementing an "optimize store network" plan, which includes closing underperforming locations while opening 40-60 new stores in key areas and testing smaller 30-square-meter stores to reduce costs [5] - The brand is accelerating localization efforts by introducing new products like the "Crispy Spicy Chicken Leg Burger" and regular promotions to compete with local brands [5] - Other international brands, such as H&M, are also adapting by launching flagship stores tailored to local consumer needs and enhancing customer experiences [5] Group 4: Foreign Investment Trends - International brands are not retreating from the Chinese market; instead, they are increasing investments, with Shenzhen seeing a significant rise in foreign investment enterprises and actual foreign capital usage [6] - In the first half of 2025, Shenzhen's actual foreign investment reached $20.9 billion, a year-on-year increase of 11.3%, with high-tech industries becoming a focal point for foreign investment [6] - The emphasis on technological innovation, supply chain resilience, and localized operations is expected to shape future competition among international brands in China [6]