作者｜任彩茹 编辑｜乔芊 「即使眼下消费创投退潮，我们依然看好新锐消费品牌吗？ 答案毋需怀疑。 消费是一个长坡厚雪的赛道，品牌养成不是一朝一夕，而一旦立住，就不会轻易死亡。我们看到，经过一轮高速成长的阵痛，一些新品牌公司拥 有了忠实用户，进而获得了可观的规模甚至利润，进入稳定增长的新阶段。它们大多诞生于2014年之后，乘上2019年刮起的投资热风，在激烈竞 争中胜出。 基于此，36氪未来消费决定挑选36家新消费品牌公司，以专访、案例分析等方式，持续跟踪它们的发展，并汇集在"厚雪专访36"这个栏目中。」 在袁记云饺的新加坡办公室，田伟背后的墙上挂着"持续创业"四个大字，忙碌、深入一线也是他在这里的真实节奏。 2025年12月22日，袁记云饺在新加坡裕廊坊的新店"低调"开业。这是一家"食阁店"（位于食阁内的档口店），由于没有热闹的仪式，现场看不出新店开业的 痕迹，就像周围的每个老档口一样接待着来往顾客。 田伟在店外观察了一上午客流，同时与食阁的物业方洽谈品牌入驻战略合作——"我当时数了，排队最长时有28个人"，直观的热度，让物业方最终确定了合 作意愿。中午，他又赶回办公室，与即将在英国开店的合作伙伴讨论新店筹备事 ...

Core Insights - Chinese food and beverage companies are increasingly expanding overseas, with Singapore emerging as a primary testing ground for global expansion due to domestic consumption challenges, intense price competition, and profit compression [1][3] Group 1: Market Trends - As of August this year, approximately 85 Chinese restaurant brands have opened 405 stores in Singapore, a significant increase from 32 brands and 184 stores in the same period last year, marking a doubling in both brand and store numbers [3] - The domestic market's "involution" is a key driver for this overseas expansion, as the Chinese consumption market remains sluggish amid real estate downturns and external trade pressures [3] Group 2: Strategic Advantages - Singapore's unique advantages, such as its similar Chinese cultural background and mature consumer market, make it an ideal "springboard" for Chinese brands aiming to enter Southeast Asia and beyond [3] - Successful brands are bringing refined operational models and substantial capital, with examples like Cha Yan Yue Se utilizing automated equipment to customize drinks in 8 seconds and Michelin-starred restaurants like Yong Fu Hui entering with millions in investment [4] Group 3: Local Market Impact - The influx of Chinese brands is causing disruption in the local market, with organizations like "Singapore Tenants United for Fairness" expressing concerns over the unfair advantages these brands have due to their strong capital backing [4] - Critics worry that the surge of Chinese restaurants may dilute Singapore's organic dining culture, highlighting the tension between local businesses and incoming foreign brands [4] Group 4: Future Outlook - Despite the controversies and increasing local competition, the trend of Chinese restaurant brands expanding into Singapore appears to be irreversible, as it represents a crucial step for these companies seeking growth and survival in a challenging domestic market [4]

Core Viewpoint - The program "Chinese Restaurant: Africa Entrepreneurship Season" showcases the entrepreneurial journey of seven partners operating a Chinese restaurant in Tangier, Morocco, serving as a bridge for cultural exchange between China and Africa [1][2]. Group 1: Cultural Exchange and Culinary Fusion - Tangier, a historical city on the ancient Maritime Silk Road, serves as the new stage for the program, blending local Moroccan ingredients and seafood with authentic Chinese cooking techniques to create unique fusion dishes [1]. - The participants act as cultural ambassadors, incorporating traditional Chinese elements such as Chinese knots, mooncake molds, and copper teapots into restaurant operations, while providing bilingual service to enhance cultural interaction [1]. Group 2: Practical Business Insights - The program emphasizes "results transformation" through a 21-day real entrepreneurial challenge, covering market research, equipment procurement, menu design, ingredient sourcing, customer attraction, cooking, and restaurant management [2]. - The participants compile a comprehensive "Chinese Restaurant Overseas Entrepreneurship Business Plan," summarizing practical experiences in customer analysis, menu strategy, and supply chain management, providing valuable references for Chinese restaurant brands looking to expand internationally [2].

Core Insights - Zhang Liang Spicy Hot Pot has been officially recognized as the "Global Leading Brand of Malatang" by the international consulting firm, Sullivan, based on a comprehensive evaluation of its global presence, store scale, revenue, and market influence [1][2] - The certification underscores the brand's global leadership and highlights the achievements of Chinese dining brands in expanding internationally through standardization, scalability, and quality [2][5] Brand Globalization Strategy - Zhang Liang Spicy Hot Pot has established a restaurant network across four continents, with over 6,000 stores projected by February 2025, covering nearly 60 international cities in 20 countries [2][3] - The brand's international expansion began in 2019, focusing on core countries, cities, and business districts to build brand recognition and attract local consumers through the overseas Chinese community [3][4] Market Reception and Growth - The brand has successfully penetrated major urban centers in North America, Europe, and Southeast Asia, receiving widespread acclaim and high customer retention rates [4][5] - In Thailand alone, the brand opened several stores within two years, indicating strong market demand and acceptance [4] Quality Assurance and Supply Chain - Zhang Liang Spicy Hot Pot adheres to high international quality standards and collaborates with top global suppliers to ensure product quality and consistency [5][6] - The brand's commitment to quality and innovation has garnered significant recognition in the global market, establishing it as a symbol of Chinese culinary culture [5][6] Future Outlook - The Sullivan certification is seen as a milestone that will accelerate Zhang Liang Spicy Hot Pot's globalization process, marking a new era of growth for the brand and the Chinese dining industry [6]