3 6 Ke·2026-01-09 00:24Core Insights - The article highlights the rise of Henan brands in the consumer market, emphasizing their deep integration into daily life and their unique growth model rooted in local consumer needs [3][4][10]. Group 1: Brand Performance - The sales of the retail chain "胖东来" (Pang Dong Lai) have shown significant growth, with projected sales reaching 235.31 billion yuan by 2025, marking a 38.71% increase [6]. - "胖东来" achieved approximately 70 billion yuan in sales in 2022, increasing to about 107 billion yuan in 2023, and expected to reach 170 billion yuan in 2024 [7]. - "巴奴火锅" (Ba Nu Hot Pot) is positioned as a high-end brand with a customer unit price of 138 yuan, significantly higher than competitors like 海底捞 (Haidilao) at 97.9 yuan [8]. Group 2: Global Expansion - "蜜雪冰城" (Mixue Ice City) opened its first store in Los Angeles, marking a significant step in its global strategy, with a total of 53,014 stores worldwide as of mid-2025 [12]. - "泡泡玛特" (Pop Mart) has expanded its global presence with over 500 stores across more than 80 countries, reporting a 365%-370% increase in overseas revenue in Q3 2025 [15]. Group 3: Supply Chain and Production - Henan's agricultural strength supports its brands, with the province producing 1/10 of the country's grain and housing major companies like 牧原股份 (Muyuan Food) and 双汇集团 (Shuanghui Group) [10][18]. - "蜜雪冰城" operates five production bases, with the largest capable of supplying 121 million tons of beverage ingredients annually, supported by a logistics system that can deliver within 12 hours [18]. Group 4: Consumer Behavior and Market Positioning - Henan brands cater to a large population, with a focus on cost-effective products that resonate with local consumers' practical spending habits [19]. - The founders of these brands often come from humble beginnings, which helps them understand consumer needs and market dynamics better [20]. Group 5: Challenges and Market Dynamics - Despite their success, brands like "巴奴" and "胖东来" have faced scrutiny over product quality and service, highlighting the challenges of maintaining trust during rapid expansion [25][26]. - The article emphasizes the need for these brands to balance fast growth with product integrity and consumer trust in a changing market landscape [27].