赛百味中国CEO朱富强：外资品牌扎根中国的核心不是卖全球产品，而是服务本土需求

Core Insights - The core argument presented by the CEO of Subway China, Zhu Fuqiang, emphasizes the evolution of China's dining consumption from "eating enough" to "eating well" and now to "eating healthily," which is the fundamental logic behind foreign brands establishing a presence in China [1][2] Group 1: Market Evolution - The transformation in consumer behavior is attributed to the rapid economic development in China, leading to a dual upgrade in consumption capacity and demand, shifting from survival needs to health and emotional value [2][3] - The dining consumption landscape has changed significantly over the past 30 years, with the average cost of a meal for one person now being around 50 yuan, compared to 10 yuan for a family meal in the 1990s [1][2] Group 2: Consumer Demographics - The pursuit of health is not limited to the younger "Z generation"; older generations, including those over 60, are also increasingly prioritizing health in their food choices, indicating a broader demographic shift in consumer preferences [3] - Key indicators for assessing the potential of a dining sector include the continuous expansion of the target audience and the frequency of consumption, with high-frequency demand being crucial for market growth [3] Group 3: Competitive Strategy - Zhu Fuqiang highlights the importance of differentiation for foreign brands in China, noting that early market entry timing has shaped the competitive landscape, with brands like KFC and McDonald's entering the market before Subway [4] - The previous franchise model adopted by Subway led to a diluted brand image due to poor location choices by franchisees, which is a common pitfall for foreign brands in localizing their operations [4] Group 4: Product and Operational Innovation - To succeed, foreign brands must move beyond price competition and focus on genuine freshness and quality, as the market is saturated with "pseudo-health" concepts [4][5] - Subway's strategy includes not selling bread that has been produced for more than 24 hours, ensuring that most sandwiches are made with bread baked within 8 to 10 hours, appealing to a wide range of consumers [5] Group 5: Value Proposition - The shift from "cost-effectiveness" to "value perception" is essential for restaurant brands, with the ultimate goal being to serve Chinese consumer needs using global resources rather than merely selling global products in China [7]