高端牛排品牌沃夫冈正加速在中国市场的本土化探索。从美食巴士到阿那亚门店，新场景为沃夫冈吸引 着年轻客群；即使原料舍弃率高达35%—45%，沃夫冈也要坚持。沃夫冈全球创始人Peter Zwiener在接 受北京商报记者独家专访中表示，中国市场的潜力"远超预期"，未来三年将进军苏州、成都等城市，并 通过供应链直采和"拒绝口味改良"的策略，让美式牛排能与中国品牌直接竞争。 新场景让高端餐饮接地气 沃夫冈的中国布局始于一线城市，想要扩展品牌外延，除了布局更多城市，更重要的是找到年轻消费者 扎堆的新场景，尤其是网红景点、旅游城市。 年轻消费者聚集地阿那亚社区的门店，是沃夫冈贴近年轻消费群体的重要尝试。在Peter Zwiener看来， 新兴区域聚集了大量年轻消费者，品牌通过贴合当地氛围的运营，成为吸引新客群的亮点。对新兴消费 场景的敏锐捕捉，让品牌在保持高端定位的同时，触达更广泛的人群。 除了固定门店，能移动的消费场景，则让品牌尝试到场景服务和商品结合的可能。其中，沃夫冈推出的 美食巴士，将特定菜单与京城游览相结合，即便是游客也能转化为沃夫冈的客群。同时，此前落地的快 闪胶囊车、汉堡等多元产品，让高端餐饮也有了"接地气 ...

Core Viewpoint - The article discusses the competitive landscape between international and domestic brands in China, highlighting that international brands still hold significant market share despite the rise of domestic brands. The CBI500 list shows that international brands remain popular among Chinese consumers, indicating their strong market presence and consumer loyalty [1][3][18]. Group 1: International Brands' Market Position - The CBI500 list includes 156 international brands, with Apple ranking first, demonstrating the continued strength of international brands in the Chinese market [1][3]. - In sectors like beauty and sportswear, international brands dominate, with 8 out of the top 10 beauty brands being international and 70% of outdoor sports brands also being international [1][5]. - International brands maintain a competitive edge due to their technological advancements and established supply chains, which are difficult for domestic brands to replicate [5][9]. Group 2: Consumer Behavior and E-commerce Impact - The CBI500 list is based on real consumer behavior data from platforms like Taobao and Tmall, reflecting genuine consumer preferences and the ongoing enthusiasm for international brands [3][10]. - E-commerce has transformed the retail landscape in China, with international brands increasingly relying on platforms like Tmall to reach consumers, highlighting the importance of digital channels for market penetration [10][12]. - The rise of e-commerce has allowed domestic brands to compete more effectively, as they can quickly adapt to consumer needs and preferences without the constraints of traditional retail [11][22]. Group 3: Challenges and Adaptation of International Brands - International brands face challenges in adapting to the rapidly changing consumer landscape in China, necessitating a shift towards localization and understanding of local consumer demands [12][25]. - Brands like Adidas and Uniqlo have successfully implemented localization strategies, leveraging e-commerce data to enhance their product offerings and marketing approaches [15][16][14]. - Despite their technological advantages, international brands must improve their responsiveness to local consumer needs to maintain their market positions [25][26]. Group 4: Domestic Brands' Rise and Innovation - Domestic brands are increasingly moving from being mere followers to innovators, leveraging their understanding of local markets to create competitive products [20][21]. - Brands like Xiaomi and ICICLE have successfully introduced innovative concepts that challenge established international brands, indicating a shift in the competitive dynamics [20][21]. - The success of domestic brands in niche markets, such as small appliances, showcases their ability to quickly respond to emerging consumer trends and preferences [23][24]. Group 5: Future Outlook - The article suggests that the future of competition in the Chinese market will revolve around product innovation and understanding consumer emotions, with a focus on niche markets [22][26]. - International brands must enhance their local market insights and adapt their strategies to align with evolving consumer expectations to sustain their growth in China [26].

Core Insights - The event "2025 9th China Listed Company Brand Value List Release Conference" was held in Shanghai, focusing on the theme "Digital Intelligence Upgrade, Brand Resonance" [1] - Mathieu Dufresne, General Manager of Coty China, shared insights on localization strategies in the Chinese market, emphasizing the need for deeper connections rather than mere adaptations [2][3] Localization Strategies - Localization should go beyond simple adaptations like translating marketing materials; it should focus on creating connections with local consumers [2][3] - Dufresne highlighted three effective methodologies for localization: finding connections between brand spirit and local culture, establishing emotional resonance, and leveraging local ambassadors to drive consumer engagement [3][4] Emotional Engagement - Coty's approach to localization involves creating spaces that resonate emotionally with consumers, such as the opening of the first limited-time bookstore for the Chloe brand in China [4] - The company emphasizes emotional resonance as a key to building brand value and trust in the local market, rather than relying solely on traditional brand promotion [5][6]