21社论丨本土化转型是国际品牌赢得中国市场的关键

Group 1 - CPE Yuanfeng and Burger King have formed a strategic partnership to establish a joint venture for operating Burger King's business in China, with CPE Yuanfeng investing $350 million for store expansion, marketing, menu innovation, and operational upgrades [1] - After the investment, CPE Yuanfeng will hold approximately 83% of the joint venture, while Burger King's global parent company, RBI, will retain about 17%, with plans to increase the number of Burger King stores in China from around 1,250 to over 4,000 by 2035 [1] - This trend of international restaurant brands partnering with local investors for deeper localization has been observed in other companies like McDonald's and KFC, which have seen significant growth in store numbers after local capital involvement [1][2] Group 2 - The shift towards localization by international brands is a response to structural changes in the Chinese market, where consumer demands for quality, innovation, and service have increased, leading to slower growth for established foreign brands [2] - To sustain growth in China, international brands need more than just local operational teams; they require local capital to enhance autonomy in product positioning, supply chain management, and store expansion [2] - The transfer of equity does not indicate a withdrawal from the Chinese market but rather a transformation towards localized operations, which is crucial for maximizing value in a competitive landscape [2][3] Group 3 - The rapid evolution and intense competition in the Chinese market necessitate that international brands like Burger King adapt their standardized products and operations to local consumer preferences and innovative pressures from domestic brands [3] - Successful adaptation involves integrating local capital and talent while adopting product strategies, marketing methods, and supply chain systems that resonate with Chinese consumers [3] - The trend of localization is not limited to the food service industry; traditional automotive giants from Germany and Japan are also facing competition from local brands and are adapting their strategies accordingly [3] Group 4 - The future will likely see more Chinese brands leveraging their competitive capabilities developed in the domestic market to expand globally, while international brands must deeply localize in China to remain competitive [4] - The Chinese market is increasingly becoming a critical platform for global companies to refine their innovation capabilities and validate business models across various sectors, including both services and manufacturing [4]