大国品牌出海记，鱼你在一起魏彤蓉解码“谁为中国赢得尊重”

Core Insights - The 2025 China Brand Person Annual Conference was held in Shenzhen, focusing on the theme "Who Earns Respect for China" and showcasing the power of Chinese brands and their globalization paths [1][3] - The event highlighted the importance of the restaurant industry's globalization, with significant participation from industry leaders and experts discussing brand innovation and cultural dissemination [3][4] Industry Overview - The international Chinese restaurant market is projected to grow from $233 billion in 2020 to $362.5 billion by 2024, and is expected to reach $445.2 billion by 2027, indicating substantial market potential [3] - Challenges such as standardization, supply chain issues, and localization remain prevalent in the industry, necessitating diverse strategies for successful international expansion [3] Company Strategy - The company "Fish You Together" has established a "globalization + localization" dual strategy, aiming to transition from being perceived as a foreign Chinese brand to becoming a local lifestyle partner [6][11] - The brand's global layout focuses on Southeast Asia as the core market, with North America as a supplementary region, employing a gradual strategy of pilot testing and regional expansion [6][9] Localization Efforts - The company has developed a four-part adaptation system for local operations, including product, culture, team, and marketing strategies, ensuring a blend of classic and innovative menu items [8] - The brand has implemented a dual-track system for team composition, with 80% of the operational team being local, enhancing local engagement and effectiveness [8] Market Performance - The company has over 2,600 global stores across more than 360 cities, maintaining its position as the leading global chain in the sauerkraut fish category [9] - In Malaysia, the brand opened six stores simultaneously within three months, while in Thailand, the first store achieved a table turnover rate of 11.59 times on opening day, with over 80% local customer participation [9] Future Goals - The ultimate goal is to replicate the brand internationally and facilitate the transition from "Chinese brands going global" to "Chinese culinary ecosystems going global," while continuously optimizing the global operational system [11]