厌倦“白人饭”的欧洲中产，盯上杨国福

Core Viewpoint - The article discusses the international expansion of Yang Guo Fu, a Chinese restaurant brand specializing in spicy hot pot, highlighting its strategic focus on the European market and the cultural adaptation required for success [5][11][39]. Group 1: Company Expansion Strategy - Yang Guo Fu has opened nearly 200 stores globally since early 2022, with a doubling of new franchise agreements in 2023, driven by young entrepreneurs seeking side businesses post-pandemic [5][23]. - The brand's CEO, Yang Xingyu, emphasizes the importance of brand localization, supply chain management, and digital systems in its overseas operations [7][30]. - The average customer spending in Europe is set at €20-25 (approximately 180-200 RMB), positioning Yang Guo Fu as a mid-range dining option compared to fast food [14][26]. Group 2: Market Positioning and Competition - The European restaurant market is valued at $840 billion, with Asian cuisine comprising only 2%-3% of that, indicating significant growth potential for Yang Guo Fu [10]. - Yang Guo Fu aims to compete with high-end Japanese ramen brands, specifically targeting the cultural and pricing aspects of the market [12][13]. - The brand's entry into the European market has intensified competition, with around 600 hot pot restaurants currently operating and an industry growth rate of 20%-30% [18][21]. Group 3: Target Audience and Consumer Behavior - The target demographic has shifted from primarily Chinese students to over 60% local customers, including young professionals and middle-class individuals [25][26]. - Yang Guo Fu seeks to redefine "malatang" (spicy hot pot) as a "light formal dining" experience, appealing to social dining trends among Europeans [26][28]. Group 4: Operational Challenges and Strategies - The company faces challenges in supply chain management, cultural integration, and regulatory compliance across different European countries [30][34]. - Yang Guo Fu has established its own factory for scalable production and is developing local warehouses to reduce logistics costs [30]. - The brand is focused on long-term strategies, with lease agreements typically spanning 5-10 years, indicating a commitment to sustainable growth in the European market [41].