内容概要：炸鸡凭借外酥里嫩的独特口感、丰富多元的风味选择，以及集快餐便捷性与社交属性于一体 的优势，深受年轻消费群体青睐，尤其近几年，炸鸡品牌不断创新，韩式炸鸡的甜辣风味、中式炸鸡的 香酥口感等本土化改良成果不断涌现，进一步打破地域与口味限制，拓展了受众圈层，推动炸鸡赛道持 续保持高热度，据统计，2024年我国炸鸡行业市场规模达940亿元，同比增长17.5%，与此同时，国民 健康意识的提升让消费者对高油高脂的顾虑日益增加，这一趋势也倒逼品牌加速升级——通过创新烹饪 工艺、优化原料配比、推出低脂低糖及少添加的健康化产品，助力炸鸡品类重塑健康形象，实现市场规 模与品质口碑的双重提升。 相关上市企业：百胜中国（09987.HK）、温氏股份（300498）、立华股份（300761）、德康农牧 （02419.HK）、湘佳股份（002982）、春茂股份（430463.N）、传味股份（870307.NQ）、圣农发展 （002299）、禾丰股份（603609） 炸鸡分类 二、发展历程 我国炸鸡行业发展历程，是一部从"舶来品启蒙"到"本土化主导"、从"配角附属"到"独立品类"的进化 史，核心经历五个阶段，推动炸鸡从少数人的尝鲜 ...

(来源:数局) 炸鸡品类 发展报告2025 8T 督 产业研究院 2025年12月 摘要 口 本报告在红餐大数据的基础上,综合红餐产业研究院的桌面研究、调研数据、专家意见等,对炸鸡品类的相关 资料进行整理分析。从品类概况、发展亮点、品牌创新案例、未来发展趋势等角度，综合剖析了炸鸡赛道的发 展现状，旨在为相关从业者、投资人、消费者提供参考 口 本文部分亮点如下: 01 近年来，炸鸡品类市场规模保持着高速增长态势。红餐大数据显示，2019—2024年，全国炸鸡品类市场规模从600亿元增 长至940亿元，年复合增长率达到9.4%。截至2025年11月，全国炸鸡门店为16.4万家，预计2025年炸鸡品类市场规模将 达到1,050亿元 02 炸鸡品类的市场格局较为分散,红餐大数据显示,近九成炸鸡品牌的门店数在50家及以下。具体而言, 门店数在6~50家的 品牌数占比为49.2%； 门店数在5家及以下的品牌数占比则为38.1%； 而门店数在500家以上的品牌数占比仅为0.8%。此外， 由于炸鸡品类较低的投资门槛吸引了大量个体经营者入局，导致我国炸鸡品类的连锁化程度与其他国家相比显得相对较低， 红餐大数据显示,2024年中 ...

在餐饮市场竞争日趋白热化的当下，炸鸡品类凭借其独特的风味与广泛的受众基础，占据着重要席位。目前，炸鸡赛道已形成美式、韩式、中式等多个分 支，并在年轻消费群体的追捧下热度居高不下。 那么，当下炸鸡赛道的发展现状如何？有哪些发展动向？未来的发展又面临哪些机遇和挑战？为系统剖析炸鸡品类的发展概貌，红餐产业研究院发布了 《炸鸡品类发展报告2025》。 年轻客群成核心驱动力，炸鸡品类市场规模保持高速增长 自20世纪80年代西式快餐进入中国市场以来，炸鸡逐渐成为我国餐饮市场中的重要角色。 近些年，随着炸鸡赛道从业者不断探索本土化创新以及与韩式料理、东南亚料理、日式料理的文化交融，炸鸡市场呈现出丰富多元的发展态势，形成了包 括美式炸鸡、韩式炸鸡、中式炸鸡和日式炸鸡在内的多个细分赛道，满足了不同消费者对于口味与文化体验的需求。 1.炸鸡品类持续火热，四大因素助推赛道高速增长 近年来，炸鸡相关话题在各大媒体平台上持续引发热议，热度居高不下。截至2025年11月，"炸鸡"话题在抖音平台和快手平台的视频播放量分别超过338 亿次和140亿次，小红书平台上"炸鸡"话题下的笔记浏览量也达到了39.1亿次。 炸鸡赛道之所以能在竞争激烈的 ...

Core Insights - The fried chicken industry in China has seen significant growth, with over 100,000 fried chicken stores, including 15,000 newly opened ones, particularly in lower-tier cities and small towns [1] - The popularity of fried chicken in China is influenced by its American origins, with variations like Korean fried chicken gaining traction due to cultural exchanges and media influences [3][5] - The Korean fried chicken market has faced challenges, including rising prices and economic downturns, leading to a decline in the number of stores [18][20] Industry Overview - The fried chicken segment is part of a larger fast-food market in China, which includes approximately 3.8 million fast-food outlets, with fried chicken stores accounting for less than 20,000 [24] - The market size for the fried chicken industry in China is projected to reach 479.6 billion yuan by 2024, representing less than 7% of the total restaurant revenue of 5.5 trillion yuan [24][28] - The supply chain for chicken in China is well-established, with a historical context that supports a stable supply, unlike the more fragile supply chain in Korea [28][30] Market Dynamics - The fried chicken market in Korea has experienced a significant decline, with over 8,400 stores closing in 2018, attributed to economic factors and rising costs [13][20] - In contrast, the Chinese market has shown resilience, with rapid expansion of fried chicken chains, such as Zhengxin Chicken, which opened over 10,000 stores in a year [13][24] - The competitive landscape in China is characterized by a mix of traditional Chinese cuisine and fast-food options, with fried chicken positioned as a popular choice among consumers [24][28]

Core Insights - The article highlights the entrepreneurial journey of Wu Qingfang, the founder of the "Xu Xiaocheng" fried chicken brand, which has rapidly expanded to over 100 stores with an annual revenue of approximately 60 million [2][4]. Group 1: Market Opportunity and Business Model - Wu Qingfang identified critical flaws in the Korean fried chicken model, such as high investment costs and reliance on online sales, prompting him to innovate by adopting an operational model similar to that of braised food shops, which are more efficient and profitable [4][6]. - The brand "Xu Xiaocheng" was launched with a focus on combining the high profit margins of fried chicken with the operational efficiency of braised food shops, addressing market demand effectively [4][6]. Group 2: Growth Strategy and Marketing - The brand's rapid growth is attributed to its strategic use of new media, particularly Douyin (TikTok), which has generated significant customer interest and long queues at stores, enhancing brand visibility and sales [8][9]. - Differentiation from competitors like KFC and McDonald's is achieved by focusing on Chinese-style fried chicken, capitalizing on the rising trend of national culture, and introducing innovative product concepts such as "herbal thin batter" [9][10]. Group 3: Operational Efficiency and Innovation - To combat the challenges posed by the competitive delivery market, Xu Xiaocheng employs a factory-like approach to streamline operations, ensuring freshness and consistency while reducing costs [10]. - The brand has implemented a unique production model that separates delivery operations from traditional restaurant metrics, aiming for a profit margin of 15% by optimizing supply chain efficiency [10]. Group 4: Embracing Technology and AI - Wu Qingfang's engagement with AI and continuous learning through platforms like 混沌 (Chaos) has significantly influenced the brand's marketing strategies and operational processes [11]. - The integration of AI across various functions, including marketing and finance, is viewed as essential for the future of the restaurant industry, with a strong belief that companies must adapt to technological advancements to remain competitive [11].

Group 1 - KFC has launched a new sub-brand called "KFC Fried Chicken Brothers" in Shanghai, featuring two small takeaway stores with an area of approximately 20 square meters each, focusing on delivery and self-pickup services [1][2] - The new stores offer both Chinese and Korean-style fried chicken, with an average customer spending of around 30 yuan, and operate from 11 AM to 2 AM, targeting the late-night snack market [1][2] - The trademark for "KFC Fried Chicken Brothers" is registered under KFC International Holdings LLC, with the application date set for July 2, 2025, and is currently awaiting substantive examination [2] Group 2 - The fried chicken market in China has seen significant growth, with the market size increasing from 300.066 billion yuan in 2019 to 479.6 billion yuan in 2024, reflecting a compound annual growth rate of 8.13% [2] - It is projected that the market size will further expand to 921.663 billion yuan between 2025 and 2028, indicating strong future growth potential in the sector [2] - KFC has previously diversified its brand portfolio with other sub-brands like KCOFFEE and KPRO, each targeting different market segments, which has contributed positively to customer traffic and profitability [3]

Core Insights - The Chinese fried chicken market is projected to grow from 260 billion yuan in 2020 to 470 billion yuan by 2024, with an annual compound growth rate of 16% [1] - Over 60% of fried chicken franchise brands are experiencing a decline in sales due to a lack of flavor innovation, with 72.3% of consumers indicating that the absence of new flavors is a primary reason for reduced repurchase [1][3] - The demand for unique flavors among the 25-35 age group is increasing, with 68.7% actively searching for new taste experiences, and the popularity of cross-flavor combinations is rising significantly [3] Market Trends - The rise of health consciousness is reshaping the market, with low-fat fried chicken orders increasing by 312% year-on-year in 2024, and air-fried options commanding a 22.6% higher average transaction value compared to traditional frying methods [3] - Regional flavor adaptations have shown a 35% increase in repurchase rates, indicating that localized flavor innovation is crucial for market success [3] Technological Advancements - Breakthroughs in food engineering, such as high-pressure pulse marination, have improved chicken tenderness by 40% and reduced marination time from 12 hours to 2 hours [5] - The introduction of vacuum tumbling equipment has increased sauce absorption rates from 60% to 92%, enhancing flavor penetration [5] - Smart frying systems have extended the crispiness of fried chicken for up to 45 minutes, and ultra-low temperature preservation allows for a 92.3% retention of juiciness after 30 days of storage [5] Quality Control and Brand Strategy - A three-tier quality control system implemented by a local chain ensures rigorous testing and consistency, allowing for rapid nationwide product launches [7] - Brands that introduce over 10 new flavors annually have a franchise renewal rate of 85%, significantly higher than the industry average, and a shorter customer repurchase cycle [7] - Strong innovation capabilities attract high-quality franchisees, with a new brand signing 73% of franchisees with prior industry experience, compared to the industry average of 50% [7] Competitive Landscape - The fried chicken industry is entering a phase of refined competition, where brands that can balance unique flavor offerings with health considerations and possess the ability to industrialize culinary innovations are setting new industry standards [8] - Research and development investment among leading brands has increased from 3% in 2020 to 8% in 2024, indicating a shift towards systematic flavor innovation supported by data and technology [8] - For franchisees, partnering with brands that have ongoing R&D capabilities is essential for mitigating homogenization risks and capturing a larger share of the expanding market [8]

Core Viewpoint - The chicken industry is experiencing a paradoxical competition landscape where some brands see rising monthly revenues while others face challenges shortly after opening [1] Group 1: Franchise Empowerment - The depth of empowerment provided by franchise brands is crucial, with some offering comprehensive support while others are lacking [3] - Brands ensuring profitability for franchisees have refined their single-store profit models and restructured revenue logic through six core strategies [3][10] - Traditional franchise models often fall into the "cutting leeks" trap, where brands collect franchise fees without providing substantial support, leading to self-sustaining store failures [3] Group 2: Survival Rates and Support Systems - Franchisees who undergo three rounds of interviews have a survival rate 47% higher than the industry average, indicating that restaurant entrepreneurship relies more on systematic support than luck [6] - Key factors driving significant revenue changes include a six-dimensional support policy that creates a profit flywheel [6] Group 3: Operational Efficiency - Location decisions are now based on heat maps and algorithms, significantly improving site selection accuracy [6] - A specific store model has increased space utilization by 60% and achieved a sales per square meter rate 1.8 times the industry average [6] - New training methods have reduced labor costs by 15% by enabling new staff to master standardized processes within seven days [6] Group 4: Digital Tools and Supply Chain Innovations - Digital tools are central to improving gross margins, with one brand's intelligent scheduling system increasing efficiency by 35% during peak dining hours [6] - Supply chain innovations, such as transparent pricing and direct supply from central kitchens, have reduced material costs by 18% compared to market prices [6][7] Group 5: Competitive Landscape and Market Strategies - Regional protection mechanisms are reshaping competition, with leading brands implementing a 1.5-kilometer franchise radius that has increased daily customer traffic by 23% and member repurchase rates by 41% [9] - Strategies to shorten the payback period have proven effective, with smaller store models achieving a return on investment in 6 to 12 months [9] - The "small but beautiful" strategy reflects a new phenomenon in the consumption downgrade phase, attracting increasing consumer attention and preference [9] Group 6: Franchise vs. Direct Operations - Entrepreneurs are finding a third path that involves purchasing not just a brand name but an entire profit system [10] - Successful brands have meticulously refined their single-store models to maximize profitability through algorithmic site selection, SOP training, digital tools, and supply chain innovations [10]

Core Insights - The Chinese fried chicken market is projected to grow from 300.66 billion yuan in 2019 to 479.6 billion yuan by 2024, with a compound annual growth rate (CAGR) of 8.13% [1] - The popularity of "fresh fried chicken racks" is increasing, as evidenced by Douyin's topic views rising from 100 million in 2022 to 500 million in 2024 [1] - The opening of the first store of Manwei Ming Fresh Fried Chicken Rack in Shenzhen marks the entry of the "Fried Food 3.0 Era" into the market [1] Market Overview - Shenzhen's retail sales of consumer goods exceeded 950 billion yuan in 2023, providing a fertile ground for brand expansion due to its economic density and location advantages [4] - The city's average annual temperature of 22.4°C allows for extended operating hours, crucial for snack food businesses [5] Company Development - Manwei Ming Fresh Fried Chicken Rack opened its first store in Changchun in 2020 and has rapidly expanded, with over 200 new stores opened annually [7] - The brand has established a central kitchen and has plans for further expansion, including the establishment of multiple regional headquarters by 2025 [7] Product Strategy - The company offers a diverse product matrix with over ten SKUs, including chicken racks and necks, complemented by six proprietary sauces, catering to all-day consumption [9] - The brand's unique selling proposition is its "no batter" frying technique, which aligns with modern health-conscious consumer preferences [7] Channel Strategy - Manwei Ming operates in shopping centers rather than traditional street-side locations, achieving high foot traffic and sales efficiency [10] - The brand has opened 26 stores in the top 100 shopping malls across China, demonstrating its strong market presence [10] Operational Efficiency - The company has achieved impressive store performance metrics, with small store formats yielding high customer traffic and revenue [11] - The operational model is designed to be low-cost and high-repurchase, providing franchisees with a quick return on investment [11] Supply Chain Management - Manwei Ming has established a robust supply chain, partnering with major brands for ingredient sourcing and operating multiple distribution centers [12] - The company utilizes a one-stop cold chain delivery service to ensure fresh ingredients reach its stores directly from the source [12]

Investment Rating - The report indicates a positive investment outlook for the Chinese fried chicken industry, highlighting the rapid growth and potential for further development in the sector. Core Insights - The Chinese-style fried chicken market is experiencing significant growth, driven by the popularity of spicy chicken snacks and the overall transformation of the dining landscape towards more diverse and value-oriented offerings [4][30]. - The market for snack fast food is expected to exceed 1 trillion yuan by 2024, with a notable increase in the chain rate from 14.5% in 2019 to 24.6% in 2023 [3][7]. - The report emphasizes the importance of supply chain maturity, product differentiation, and innovative cooking techniques as key drivers of growth in the fried chicken sector [32][38]. Summary by Sections Current State of the Snack Fast Food Industry - The snack fast food market in China is transitioning from fragmented operations to a more scaled approach, with a projected market size of 823.7 billion yuan in 2023, reflecting a year-on-year growth of 12.6% [9][10]. - The industry is characterized by a high level of competition due to low entry barriers, leading to dynamic market conditions [3][10]. Development of the Fried Chicken Industry - The Chinese fried chicken market is on an upward trajectory, with significant room for development. The sector has seen multiple rounds of financing for various brands since 2023, indicating strong investor interest [3][23]. - The rise of spicy chicken snacks as a cost-effective option has contributed to the market's growth, with these products being quick to prepare and relatively inexpensive compared to traditional restaurant offerings [3][4]. Trends in the Fried Chicken Industry - The report notes a clear trend towards the diversification of the fried chicken market, with an increasing number of brands and product offerings. The emergence of new brands and the expansion of existing ones are reshaping the competitive landscape [27][30]. - The report highlights the growing popularity of Chinese-style fried chicken, which is becoming a significant player in the market, alongside traditional Western and Korean styles [25][30]. Driving Factors for Industry Growth - The maturity of the supply chain, characterized by stable raw material costs and efficient logistics, is a crucial factor supporting the growth of the fried chicken industry [32][35]. - The report also points to the rich product matrix and innovative cooking methods as essential elements driving the evolution of the fried chicken sector, allowing for a wide range of offerings that cater to diverse consumer preferences [38][40].