Core Viewpoint - The company, Xiabuxiabu Group, is expanding into the steak market with a new sub-brand "Xiaoniupai," aiming to offer high-quality steak at affordable prices, addressing a gap in the market for mid-range steak options [1][2]. Group 1: Company Strategy - The first store of "Xiaoniupai" will open on February 6 in Beijing, with plans to optimize operations and build a strong supply chain [1]. - The company aims to reach a target of 100 stores within three years, adjusting goals based on individual store profitability [1]. - The founder, He Guangqi, emphasizes the importance of leveraging nearly 30 years of global procurement and supply chain management experience to create a national brand for affordable high-quality steak [1][2]. Group 2: Market Context - The Chinese steak market is projected to reach approximately 400 billion yuan by 2025, with a total market size expected to hit 1.2 trillion yuan [2]. - Current market challenges include high average prices for mid-to-high-end steaks, often exceeding 300 yuan, making them inaccessible for everyday consumers [2]. - The company identifies a gap where traditional low-cost steak options lack quality, and high-cost options struggle to scale [2]. Group 3: Product Offering - "Xiaoniupai" will offer steak sourced from premium global farms in Australia, New Zealand, the USA, Argentina, Uruguay, and Brazil, along with a diverse menu of 158 dishes across various cuisines [3]. - The brand will also feature a 39.9 yuan afternoon tea option, enhancing the dining experience with multiple consumption scenarios [3]. Group 4: Additional Developments - The launch of "Xiaoniupai" follows the introduction of another new brand, "Xiabuxiabu Ranch," which focuses on a light luxury self-service hot pot experience, set to open its first location in Shanghai by December 31, 2025 [4]. - The company is actively pursuing a multi-brand strategy to cater to different market segments and consumer preferences [4].
呷哺呷哺跨界布局牛排赛道 “呷牛排”计划三年布局超百家门店