Core Viewpoint - The article discusses the rapid expansion of low-cost Chinese fast-food chains, particularly "Chao Yixing," in first-tier cities like Beijing, highlighting their competitive pricing and business strategies amidst rising operational costs and market competition [4][20]. Group 1: Expansion Strategy - Chao Yixing has opened nearly 30 stores in Beijing and plans to continue expanding at a rate of one new store per month [5][10]. - The brand targets densely populated residential areas rather than shopping malls, which differentiates it from competitors like "Laoxiangji" and "Xiangcunji" [5][10]. - The menu features over 30 SKUs, with prices significantly lower than competitors, making it attractive to a wide demographic [8][10]. Group 2: Pricing and Cost Structure - The average meal price at Chao Yixing is around 14 yuan, with some meals costing as little as 10 yuan [7][8]. - Despite low prices, the profit margins are thin, with reports indicating that a 10 yuan meal yields only 0.7 yuan in profit [26]. - To maintain profitability, the company has increased menu prices by 1 yuan in Beijing compared to its original location in Jinan [11][14]. Group 3: Operational Challenges - The fast-food industry is facing increased competition, with many brands mimicking the "poor man's meal" concept, leading to a saturated market [21][24]. - Rising costs for labor and rent are squeezing profit margins, prompting brands to cut costs in various areas, such as eliminating free fruit and changing napkin distribution methods [24][25]. - Chao Yixing and similar brands are exploring automation, such as using cooking robots, to reduce labor costs [17][19]. Group 4: Market Dynamics - The article notes that the "poor man's meal" has become a new trend, with brands like "Hong Gongfu" and "Jiahe Yipin" entering the market with competitive pricing [21][24]. - The overall market for low-cost dining is becoming increasingly competitive, with many brands struggling to maintain profitability despite growing sales [23][25]. - Chao Yixing's expansion strategy is seen as a way to gain leverage in supplier negotiations due to its large purchasing volume [19].
低价连锁餐饮全国狂飙,10元管饱的生意凭啥火了?
36氪·2025-04-23 12:39