中国人不爱吃，外国人排长队？鼎泰丰的反向爆红逻辑 | 声动早咖啡

Core Viewpoint - 鼎泰丰, once a representative of "exquisite Chinese cuisine," has exited the Chinese market while experiencing a resurgence overseas, particularly in the United States [3][6]. Company History and Development - Founded by Yang Bingyi in Taiwan, 鼎泰丰 initially sold peanut oil before pivoting to a restaurant model in the 1970s, offering traditional Chinese dishes like soup dumplings and noodles [4][5]. - The brand gained international recognition, particularly after opening its first store in Japan in 1995, leading to a global expansion through franchising [5][6]. Market Performance in China - Despite initial success in mainland China, 鼎泰丰 has faced declining popularity, closing 14 stores in cities like Beijing and Tianjin due to significant losses, totaling 44.8 million yuan in the first seven months of the previous year [6][8]. - The brand's pricing strategy has not adapted to changing consumer expectations, with a high average spend of 148 yuan per person, which is perceived as uncompetitive compared to local dining options [8][9]. Competitive Landscape - The rise of local dining brands has intensified competition, with many new entrants appealing to younger consumers through innovative concepts and aesthetics, diminishing 鼎泰丰's unique market position [7][8]. - The brand's service model, once seen as cutting-edge, is now viewed as outdated, especially with the introduction of service fees that some customers consider excessive [7][8]. Performance in the United States - 鼎泰丰 has seen significant growth in the U.S., with sales exceeding $400 million last year, marking a nearly 20% increase [9]. - The brand has strategically opened new locations, including a flagship store in Manhattan, and plans to expand further in the U.S. market [9][10]. Consumer Engagement and Marketing - In the U.S., 鼎泰丰 has adapted its menu to local tastes, introducing chicken dumplings and vegan options, which have resonated well with American consumers [12]. - The brand has leveraged social media platforms like TikTok to attract younger audiences, with viral marketing contributing to increased foot traffic in stores [12]. Dining Experience and Market Trends - 鼎泰丰's dining experience in the U.S. emphasizes transparency and engagement, with open kitchens allowing customers to observe food preparation, aligning with current trends in the restaurant industry [12]. - The shift in consumer behavior towards high-quality dining experiences has benefited 鼎泰丰, as Asian cuisine gains popularity in the U.S. market [12].