Core Viewpoint - The Japanese ramen chain "Machida Shoten" plans to significantly expand its presence in the Chinese market, aiming to open 30-50 new stores by 2028, focusing on direct-operated outlets [2][3]. Group 1: Company Expansion Plans - Gift Holdings, the parent company of Machida Shoten, announced plans to increase its overseas store count to 100 by 2028, tripling its current number of stores [2]. - Machida Shoten has already opened five stores in Hong Kong and is expanding into mainland China, with its first store in Shanghai opening in September 2024 [6][9]. - The company aims to promote Yokohama-style ramen culture in East Asia, starting from its Hong Kong locations [6]. Group 2: Product and Pricing Strategy - Machida Shoten specializes in "Ie-kei ramen," characterized by a rich pork bone soy sauce broth and thick noodles, and offers over 20 different menu items, including localized options [8][9]. - The pricing strategy in China is competitive, with ramen priced at approximately 36 yuan, which is lower than the equivalent price in Japan [9][13]. - The average customer spending in Machida Shoten's mainland stores is around 40 yuan, which is significantly lower than other established ramen brands [13]. Group 3: Market Trends and Competitors - The Japanese ramen market in China is seeing an influx of new brands and expansion from existing ones, with several brands adopting a more cost-effective pricing strategy to attract consumers [11][14]. - Established brands like Ajisen Ramen are also expanding, with Ajisen reporting a recovery in store numbers and improved financial performance [15][17]. - The overall market for Japanese cuisine in China is expected to grow, with projections indicating a market size of 700 billion yuan by 2025 [14].
降价入华，又一日本餐饮巨头盯上中国市场