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].

模式重构、价格下探、跨区域扩张……中式米饭快餐的竞争逻辑正在发生变化。过去一年，中式米饭快餐是餐饮"性价比时代"最炙手可热的赛道之一，我 们试图走入这个最热闹活跃的细分领域，重新去理解餐饮行业究竟发生了什么？又将去往何处？此文为红餐网年终系列策划之一。 2026年，中式米饭快餐赛道迎来了一场深刻的"范式转移"。 一面是大米先生、乡村基、霸碗盖码饭等头部的规模竞赛，跨界玩家不断涌入分羹，市场竞争愈发激烈；一面是消费理性回归与成本高企的极限挤压。 当"赚钱越来越难"成为共识，行业的竞争逻辑已经变了：2026年，不再是单纯比谁开店更快，而是看谁能在微利中"抠"出增量。 活下去的关键词：全时段、全客群、全能店 2026年，中式米饭快餐品牌最大的压力依旧是赚钱。 南城香创始人汪国玉用"危机"来形容当下的处境：随着行业进入深度竞争阶段，利润只会越来越低。 这并非危言耸听，即便是头部连锁品牌，比如超意兴，据智通财经报道，其每份10元的快餐的纯利润只有7毛钱。 而在沈阳，一家房租水电成本在4000元/月的扒肉饭店，每天起码要卖够1500元才能维持下去。"我家扒肉饭做的是13.8元和15.8元的套餐，店里都是自家 人打零工成本 ...