鱼你在一起董事长魏彤蓉：做一个值钱的品牌比赚钱品牌更有意义

Core Viewpoint - The 2025 China Brand Person Annual Conference emphasizes the importance of building valuable brands over merely profitable ones, highlighting the global expansion of Chinese cuisine, particularly through the brand "YONNY" [2][12]. Group 1: Brand Development and Strategy - "YONNY," the international name for "鱼你在一起," aims to resonate with global consumers by embodying qualities such as deliciousness, oriental essence, natural ingredients, nutrition, and joy [6][16]. - The brand has established over 2,600 locations across approximately 10 countries in just nine years, making it the leading global brand for sour fish dishes as recognized by Sweeney [12][2]. - The company has adopted a "globalization + localization" dual strategy to transition from being perceived as a foreign brand to becoming a local lifestyle partner [15][4]. Group 2: Market Opportunities - The overseas Chinese food market is experiencing unprecedented growth, with significant increases in the Chinese population in Southeast Asia and the Americas, reaching approximately 34.64 million and 10.09 million respectively in 2023 [14][3]. - The demand for diverse and high-quality dining options is driven by the rapid rise of the middle class in these regions, creating a favorable environment for Chinese cuisine [14][3]. - The sour fish dish has gained popularity, particularly in Southeast Asia, due to its high standardization and replicability, positioning it well within the global fast-food market [14][4]. Group 3: Implementation of Strategy - The brand's localization efforts include maintaining 70% of classic dishes while introducing 30% localized specialties, collaborating with local artists for thematic designs, and employing local talent to enhance operational efficiency [15][5]. - Marketing strategies involve partnerships with local celebrities and social media influencers to resonate with local consumers, thereby enhancing brand visibility and engagement [15][5]. - The brand has achieved notable success in Malaysia, opening multiple locations rapidly and achieving high customer turnover rates, indicating the effectiveness of its localization strategy [16][17]. Group 4: Future Plans - The company plans to deepen its presence in Southeast Asia while also expanding into developed markets in the Asia-Pacific region and North America, aiming to create a comprehensive global network [18][8]. - A new store model combining sour fish and hot pot will be introduced in 2026, targeting a price point that positions it between traditional hot pot and fast food [17][8]. - The brand's vision is to lead the global appreciation of Chinese cuisine, emphasizing its cultural significance and commitment to quality [18][8].