Core Viewpoint - Subway is attempting to localize its brand in Beijing by adopting a playful name change to "Subwayer" and introducing new products that reflect local flavors, aiming to strengthen its connection with the local culture and consumer base [1][3][5]. Group 1: Brand Localization - The name change to "赛百味儿" is part of a marketing strategy to promote new "京味儿三明治" (Beijing-flavored sandwiches) without officially altering the brand name [3][5]. - Subway has launched four new products that incorporate local flavors, such as "京焰炙烤澳洲牛肉三明治" (Beijing-style grilled Australian beef sandwich) [5][6]. - The brand's attempt to localize is seen as a way to connect with Beijing's cultural identity, despite criticisms regarding the authenticity of the flavors [6][9]. Group 2: Market Position and Challenges - Since entering the Chinese market in 1995, Subway has opened over 500 stores, significantly fewer than competitors like McDonald's and KFC, which have opened thousands [18][22]. - Subway's pricing strategy remains aligned with its American counterparts, making it less accessible to the average Chinese consumer [22][24]. - The brand has been criticized for its slow adaptation to local tastes and dining habits, which has hindered its growth in the Chinese market [24][25]. Group 3: Consumer Behavior and Preferences - Subway's offerings are perceived as suitable for busy urban professionals in Beijing, who often seek quick and portable meal options [30][32]. - The convenience of Subway's sandwiches aligns well with the fast-paced lifestyle of Beijing's workforce, making it a popular choice for on-the-go meals [30][34]. - Despite facing skepticism about cold meals in China, the demand for quick, healthy options has allowed Subway to find a niche among local consumers [34].
“点个餐比答辩还紧张”，这纯种赛级白人三明治只有北京孩子才吃得懂？
3 6 Ke·2025-10-09 00:32