呷哺呷哺集团跨界入局牛排赛道 推“呷牛排”品牌

Core Insights - Xiabuxiabu Group is entering the steak market with a new sub-brand "Xiniu Steak," aiming to provide high-quality steak at affordable prices, starting from 100 yuan, while offering a buffet of 158 dishes for free [1][3][5] Market Potential - The average beef consumption in China is only 6 kg per person, significantly lower than the USA's 36 kg and Japan's 12 kg, indicating a large untapped market potential [3] - The Chinese steak market is projected to reach approximately 400 billion yuan by 2025, with a total market size expected to reach 1.2 trillion yuan in the future [3] Business Strategy - The launch of "Xiniu Steak" is part of Xiabuxiabu Group's multi-brand and diversified development strategy, leveraging its nearly 30 years of global procurement and supply chain management experience [1][4][5] - The company aims to fill the gap in the market for high-quality, affordable steak, addressing the current pain points where mid-to-high-end steaks exceed 300 yuan, making them inaccessible to many consumers [3][5] Supply Chain and Quality Control - Xiabuxiabu Group has established a comprehensive supply chain management system, including its own organic ranch in Inner Mongolia and a global meat selection supply chain, ensuring stable supply and cost control of high-quality ingredients [4] - The steak will be crafted using a 24-hour marination technique and will feature Australian and New Zealand beef, ensuring a high-quality dining experience at a competitive price [4] Competitive Landscape - The current market lacks a leading national brand in the steak category, presenting an opportunity for Xiabuxiabu Group to establish itself as a key player [5] - The company plans to target consumers willing to spend around 100 yuan per meal, offering a differentiated experience with a variety of complimentary dishes [5] Future Plans - After the first store opens in February 2026, Xiabuxiabu Group will focus on optimizing its operational model and enhancing product and service standards, aiming to establish a hundred-store scale within three years [6]