“鸡排哥”，火！正新鸡排，凉？

Core Insights - The popularity of "Chicken Brother" Li Junyong has surged during the National Day holiday, attracting many visitors and leading to a significant increase in his workload [1][2] - In contrast, Zhengxin Chicken, once a leader in the affordable fried chicken market, is facing a severe decline, with its store count dropping from over 25,000 in March 2021 to approximately 10,000 by September 2025, a decrease of 60% [1][4] Store Count and Market Position - Zhengxin Chicken had over 25,000 stores at its peak, which was three times the number of KFC and six times that of McDonald's, with one-third being directly operated [4] - As of September 2025, the number of operational stores has plummeted to around 10,000, marking a reduction of 15,000 stores [4][1] Pricing Strategy - Zhengxin Chicken has quietly increased its prices, moving away from its original "10 yuan chicken + sour plum drink" combo that targeted lower-tier markets [8] - In Beijing, the average price for a single piece of Zhengxin Chicken has exceeded 14 yuan, with meal combos often surpassing 20 yuan, while only a few stores still offer the 10 yuan option [8] Food Safety and Quality Issues - Zhengxin Chicken has faced multiple food safety incidents, including reports of maggots found in chicken legs and other hygiene concerns [9][11] - Complaints regarding food quality and safety have surged, with 1,338 complaints recorded, primarily about stale ingredients and hygiene issues [12] - The company has been criticized for its lack of transparency regarding food safety measures and corrective actions [12] Comparison with Competitors - In contrast to Zhengxin Chicken, "Chicken Brother" emphasizes food safety by showcasing inspection reports that confirm compliance with health standards [13]