老乡鸡如何以亲民价格锚定中式快餐龙头地位

Core Insights - The article highlights the competitive landscape of the Chinese fast food market, emphasizing the importance of pricing as a key factor in consumer decision-making and market share acquisition [1] - The company, Lao Xiang Ji, has established a strong foothold in the market through a "family kitchen" concept and a precise pricing strategy, achieving steady growth in both scale and profit [1] Pricing Strategy - Lao Xiang Ji's pricing is closely aligned with consumer demand, maintaining a competitive and sustainable price range, with an average consumer spending of 27.5 yuan in direct stores and 28.9 yuan in franchise stores for 2024 [3] - The pricing strategy is regionally differentiated, with average spending varying from 26.3 yuan to 29.5 yuan across different provinces, catering to local consumption capabilities while maintaining brand consistency [3] - The introduction of vegetable-based dishes, priced lower than meat dishes, has effectively attracted health-conscious consumers, increasing foot traffic and repeat purchases despite a slight decrease in overall average spending [3] Cost Management - The company has implemented meticulous cost control across its entire supply chain, from breeding to logistics, which supports its stable pricing system [4] - Lao Xiang Ji operates three green chicken farms in Anhui for standardized meat supply, collaborates with over 500 suppliers to mitigate risks, and utilizes two automated central kitchens to lower processing costs [4] - The logistics network, consisting of eight distribution centers, ensures timely delivery of ingredients, reducing waste and logistics costs, thereby enhancing resilience against raw material price fluctuations [4] Competitive Advantage - The brand's pricing strategy adheres to the principle of "quality-price matching," ensuring affordable prices while maintaining consistent quality through standardized operations [5] - The average daily sales per store reached 15,100 yuan in 2024, with a turnover rate of 4.4, both exceeding industry averages, demonstrating the effectiveness of combining pricing strategy with quality assurance [5] - Lao Xiang Ji's operational logic provides significant insights for the industry, particularly in navigating the dual pressures of consumer upgrading and rising costs, through a three-dimensional strategy of cost reduction, differentiated pricing, and value assurance [5]