荣获“中国出海品牌人物50强” 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," showcasing the power of Chinese brands and exploring 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 Trends - The international Chinese restaurant market is projected to grow from $233 billion in 2020 to $362.5 billion in 2024, and is expected to reach $445.2 billion by 2027, indicating substantial market potential [3] - Despite the growth, the industry faces challenges such as standardization, supply chain issues, and localization adaptation, which were discussed during the conference [3] Company Strategy - The company "Fish You Together" has initiated a dual strategy of "globalization + localization" to address the challenges of international expansion, aiming to transform from a "foreign Chinese brand" to a "local lifestyle partner" [6][12] - 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 verification and regional expansion [6][10] Operational Tactics - The company has developed four adaptation systems for local operations: product, culture, team, and marketing, maintaining 70% classic and 30% innovative menu items while incorporating local flavors [8][9] - The team structure includes 80% local staff to ensure that local expertise drives operations, while marketing efforts leverage local social media platforms for enhanced visibility and sales [9][10] Performance Metrics - "Fish You Together" has over 2,600 global stores across more than 360 cities, making it the leading brand in the global chain of sauerkraut fish [10] - The brand's successful entry into the Malaysian market included opening six stores simultaneously within three months, while the first store in Thailand achieved a table turnover rate of 11.59 times on opening day, with over 80% local customers [10][12]