同行都在亏钱，南城香却把利润翻了一倍多

Core Viewpoint - The article discusses the challenges and transformations within the restaurant industry, particularly focusing on the brand "Nanchengxiang," which has adopted a "fresh stir-fry" model to adapt to changing consumer preferences and market conditions [2][4][17]. Industry Overview - In 2025, the restaurant industry faced significant pressure, with Beijing's accommodation and catering industry profits dropping by 67% year-on-year in the first half, and restaurant profits declining by 2.3% [2]. - The industry is experiencing a split, with some brands innovating to survive while others face operational crises, exemplified by the closure of many locations of the brand "Hong Gongfu" [3]. Nanchengxiang's Strategy - Nanchengxiang has achieved a 120% increase in net profit in 2025, despite previous declines in single-store revenue and profit [3][4]. - The brand's transformation includes upgrading store formats and focusing on quality, environment, and menu offerings, moving away from unprofitable items [4][5]. - The introduction of a self-service stir-fry model aims to enhance customer experience and operational efficiency, addressing consumer concerns about pre-prepared meals [6][8]. Pricing and Consumer Trends - Nanchengxiang's pricing strategy involves separate pricing for meat and vegetables, with average meal costs ranging from 20 to 30 yuan [7]. - The shift in consumer behavior from seeking premium experiences to valuing cost-effectiveness and "smoky flavor" reflects broader market trends [7][8]. Competitive Landscape - Nanchengxiang is not alone in pursuing the "fresh stir-fry" model; other brands like "Xiao Nü Dang Jia" have pioneered similar approaches, indicating a growing trend in the industry [12][14]. - The brand faces increasing competition in Beijing from other value-oriented fast-casual dining options, necessitating its strategic upgrades to maintain market position [15][16]. Future Outlook - The article suggests that the "fresh stir-fry" model addresses a genuine consumer demand for transparency and trust in food preparation, positioning it as a potential lifeline for the industry amid rising competition and operational challenges [17][20].