进入“20元时代”，中式米饭快餐没有退路

Core Viewpoint - The Chinese rice fast food sector is undergoing a significant paradigm shift in 2026, characterized by intense competition among leading brands and the entry of cross-industry players, leading to a consensus that profitability is increasingly difficult to achieve [4][6]. Group 1: Industry Challenges - The primary challenge for Chinese rice fast food brands remains profitability, with industry leaders like Chaoyixing reporting a mere profit of 0.7 yuan per 10 yuan meal [7]. - Rising costs for ingredients, labor, and rent, combined with a return to rational consumer spending, are squeezing profit margins, forcing brands to adapt their business models to survive [8][9]. - The average consumer spending in the rice fast food sector has decreased from 29.7 yuan in 2022 to 27.5 yuan in 2025, indicating a downward trend in pricing [15]. Group 2: Business Model Transformation - Brands are focusing on creating "all-day, all-customer, all-capable" stores to attract a wider customer base and improve profitability [5][10]. - Successful adaptations include diversifying product offerings and enhancing customer experience, as seen with brands like Nanchengxiang and Xiaonv Dangjia, which have introduced new menu items and self-service options [10][11]. - The shift towards a "price down, experience up" strategy is evident, with brands like Xiangcunji and Dami Xiansheng emphasizing fresh, high-quality ingredients while maintaining competitive pricing [18][19]. Group 3: Market Expansion and Competition - The market for Chinese rice fast food is projected to reach 277 billion yuan in 2024, with a potential to exceed 300 billion yuan in 2025, indicating a growing demand for this segment [21]. - Leading brands are rapidly expanding into new regions, with Nanchengxiang opening a new store every 0.85 days on average, while others like Mivun Banfan have paused their aggressive expansion due to operational challenges [23][25]. - The competitive landscape is shifting, with brands needing to adapt their models to local markets rather than relying on a one-size-fits-all approach, as evidenced by the struggles of brands like Chaoyixing and Nanchengxiang in new territories [25][26]. Group 4: Future Outlook - The next decade for Chinese rice fast food will involve a multi-faceted competition focusing on freshness, transparency, intelligence, low pricing, and health [27]. - Brands that can balance cost management with quality and customer experience will be better positioned to thrive in a market where consumer expectations are evolving [28][29].