【遇见小面（2408.HK）】川渝风味面馆龙头，加速全国布局——投资价值分析报告（陈彦彤/汪航宇/聂博雅）

Core Viewpoint - The article highlights the growth and expansion strategy of "Yujian Xiaomian," a leading brand in the Sichuan-Chongqing style noodle restaurant sector in China, which operates through a combination of direct sales and franchising. The company aims to become the largest in its category by 2024 and plans to go public in Hong Kong by 2025 [4]. Group 1: Company Overview - "Yujian Xiaomian" was founded in 2014 and has adopted a dual model of direct sales and franchising, positioning itself as the leading Sichuan-Chongqing noodle restaurant in China [4]. - The management team is experienced, and the company has achieved continuous revenue growth and profitability through price reductions and effective raw material cost control [4]. - Despite challenges such as high debt and rental pressures, the company is expected to optimize operations and further enhance profitability due to its mature team and scale advantages [4]. Group 2: Industry Landscape - The Chinese noodle restaurant industry is steadily expanding, with Sichuan-Chongqing style noodles gaining popularity and a clear trend towards chain operations, particularly in lower-tier markets [5]. - The industry is highly fragmented, with the top five companies holding only 2.9% market share in 2024, and "Yujian Xiaomian" ranks fourth overall and first in the Sichuan-Chongqing segment, showing the fastest growth [5]. - Following a period of industry consolidation, brands are now restarting expansion efforts, utilizing strategies such as franchise openings and price reductions to gain market share [5]. Group 3: Growth Strategies - "Yujian Xiaomian" employs a strategy of diversification, digital empowerment, and capital support to drive growth [6]. - The company targets a wide demographic with a diverse product range (30-40 SKUs) and operates 24-hour stores to cater to various customer needs [6]. - The number of stores increased from 170 in 2022 to 417 in the first half of 2025, supported by a self-developed system that enhances operational efficiency through real-time data [6]. Group 4: Market Expansion - The company is expanding into lower-tier markets, increasing its stores in these areas from 30 to 76 between 2022 and the first half of 2025, while lowering the average price of main dishes to 21 yuan to compete with local low-cost noodle shops [7]. - The franchise model is characterized by "slow expansion and strong control," with franchise stores growing from 59 to 86 during the same period, ensuring quality through a unified supply chain [7]. - Internationally, the company is testing the market in Hong Kong, where seven stores are achieving daily sales of 42,000 yuan, nearly four times that of its stores in first-tier and new first-tier cities, indicating strong market adaptability [8].