中餐出海，北美“碰壁”

Core Viewpoint - The article discusses the increasing trend of Chinese restaurant brands expanding into the U.S. market, highlighting the urgency and challenges they face in this process [5][6][14]. Group 1: Market Entry and Expansion - In the first half of the year, over 10 Chinese restaurant brands opened their first stores in the U.S., with notable entries including 喜家德, 花小小, 喜茶, and others [7][8]. - Brands like 瑞幸咖啡 have adopted aggressive pricing strategies, offering significant discounts to attract customers, with prices as low as $2.17 for certain drinks [10][12]. - The U.S. market presents significant opportunities due to its high consumer spending power, with projections indicating that the average American consumer will spend 415,000 yuan in 2024, which is 10.8 times that of Chinese consumers [16][17]. Group 2: Challenges in Market Entry - The process of opening a restaurant in the U.S. is lengthy, often taking 9-12 months due to various approvals and renovations, compared to about one month in China [20][24]. - The U.S. market has a more complex regulatory environment, requiring multiple permits related to food safety and business operations, which can vary significantly by state [30][31]. - Many brands face difficulties in site selection due to long lease terms and limited availability of suitable locations [25][26]. Group 3: Localization and Consumer Preferences - Successful market entry requires brands to adapt their offerings to local tastes and preferences, which may differ significantly from those in China [36][40]. - Marketing strategies must also be tailored to the digital landscape of the U.S., where platforms like Google Maps and social media play crucial roles in consumer decision-making [37][38]. Group 4: Supply Chain Challenges - The supply chain for Chinese cuisine in the U.S. is still developing, with many brands relying on a mix of imported and locally sourced ingredients [44][45]. - The fragmented nature of the supply chain in North America poses challenges for smaller brands, often requiring them to establish their own logistics solutions [49][50]. Group 5: Industry Outlook - The trend of Chinese brands expanding internationally is seen as a shift from "Made in China" to "Brand from China," reflecting a broader move towards high-quality development [51]. - The successful entry of major brands like 瑞幸 and 喜茶 is expected to inspire further enthusiasm among other restaurant companies to explore international markets [52].