餐饮下沉新样本：鱼你在一起如何用品质快餐在县域市场扎好根

Core Insights - The Chinese catering industry is experiencing structural changes, with first-tier cities facing growth pressure while lower-tier cities are becoming the main growth drivers [1] - The market size of the catering industry is expected to reach 6.2 trillion yuan, with an annual compound growth rate of 8%-10% over the next five years [1] - The brand "Fish You Together" has rapidly expanded in lower-tier markets, demonstrating strong adaptability and growth potential [1][2] Industry Overview - In the first nine months of 2025, China's catering revenue reached 40,989 billion yuan, a year-on-year increase of 3.3% [1] - The growth rate of stores in third-tier and below cities is as high as 12%, indicating a significant shift towards lower-tier markets [1] - Urbanization is narrowing the income and consumption gap between lower-tier and first-tier cities, leading to increased consumer potential in lower-tier markets [1] Company Strategy - "Fish You Together" opened its first 5.0 new image store in a lower-tier market, showcasing its strategic capability [2][4] - The brand focuses on providing quality dining experiences in lower-tier markets, combining aesthetic design with a comfortable dining environment [4][6] - The founder emphasizes the importance of early strategic planning for supply chain and franchise systems to achieve scalable expansion [7] Operational Model - The brand's operational success in lower-tier markets is supported by a systematic operational model that differentiates it from traditional fast-food giants [8] - The brand offers a combination of quality and value, with a pricing strategy that targets the 30-40 yuan range, aligning with consumer expectations in lower-tier cities [11] - A standardized supply chain ensures consistent quality across over 2,500 stores, enabling rapid replication in lower-tier markets [12] Competitive Landscape - The competition in lower-tier markets is intensifying, with over 15,000 chain brands entering this space [8] - "Fish You Together" aims to create a comprehensive system that includes product innovation, supply chain stability, operational efficiency, and franchise support [15] - The brand's approach reflects a long-term strategy focused on building deep consumer relationships rather than quick market penetration [16]