来源：i黑马 从资本宠儿到一地鸡毛，轻食巨头"沙拉食刻"正面临全方位的信任考验。 作者：曾有为 小李踮脚扫了眼写字楼大堂的自助取餐柜，印着周杰伦笑脸的屏幕灰扑扑的。 他掏出手机打开沙拉食刻小程序，地图上显示出来的附近柜机营业点全变成了灰色。 "这日子还过不过了？"他扯了扯领带，想起前段时间才充的一千块年卡，现在连最近的柜机都撤得干干净净。 去年这时候，这机器前全是排队的人。"周杰伦代言的，15块能吃热乎沙拉，上班赶时间多方便！"他直叹气。 可现在柜门紧闭，排队的人流也不再。 要知道，几年前它可是非常风光的，累计融资过亿、周杰伦代言、2000台机器杀进广深沪，创始人自信满满地拍胸脯说"未来五年要放10万台AI无人售餐 机，一天喂饱1000万人。" 01 2 沙拉君803311 @ 订阅特权 > 欢迎加入美味健康之旅 优惠券 吃好饭 有好事 周同学 来宠你 自助点餐 免排队 F 交个FAN友 充值有礼 领券中心 社群福利 邀请好友 2 广州奥园集团大厦 · 取餐机 940m 开E 可现在呢？简直是没有对比就没有伤害，如今的"沙拉食刻"面对着的是：员工在社交平台喊话"欠薪9个月"，加盟商攥着合同哭"投的钱打水漂"， ...

2021年，中国轻食相关餐饮企业成立数量高达4905家，达历年之最。此后，轻食行业进入理性发展阶 段，2024年成立数量为3738家。 行业主要上市公司：(02150.HK)、(300783.SZ)、(603719.SH)、(833429.BJ)、P(03650.HK)等 本文核心数据：门店数量;区域分布 1、门店数量波动攀升 2、区域门店分布：一线及新一线门店较多 中国轻食门店主要集中在一线、新一线和部分二线城市。其中一线城市门店数量占总量的13.4%，新一 线城市占比接近1/4。 3、区域门店分布：上海最多 截至2025年，中国轻食门店数量最多的十大城市分别是：上海、广州、北京、深圳、成都、杭州、重 庆、武汉、苏州、东莞。 4、品牌门店数量分布：谨食健身营养餐最多 截至2025年8月中国轻食行业品牌门店数量排行TOP5品牌包括：谨食健身营养餐、沙野轻食、蔓味轻 食、超能鹿战队以及食野·SAYYEAH·创意轻食。 5、门店闭店率较高 从品类的存活率来看，轻食品类的存活率不太理想，2023-2024年闭店率为27.0%，高于餐饮行业平均值 22.6%，属于"高危品类"。 更多本行业研究分析详见前瞻产业研究院《 ...

Group 1 - The core viewpoint of the articles highlights the rapid growth and increasing consumer interest in the light food industry in China, with the market size projected to exceed 1.76 trillion RMB in 2024, up from over 1.6 trillion RMB in 2023 [1][14][15] - The grain-based light food market is also expanding, with a projected market size of 18.9 billion RMB in 2024, reflecting an 8% year-on-year growth and a CAGR of 7% from 2022 to 2024 [1][14] - The number of new light food-related enterprises peaked at 4,905 in 2021, indicating a strong market potential, but has since entered a rational development phase with 3,738 new establishments expected in 2024 [1][16][17] Group 2 - The light food market is becoming increasingly competitive, with new brands emerging that offer diverse product options and innovative marketing strategies, raising consumer expectations for quality, nutrition, and health [2][19] - Leading companies in the Chinese light food industry include Jiangsu Shalalala, Shanghai Huacong, Chongqing Yumanwei, Nanjing Chaonenglu, and Wuhan Wugu Light Food, each targeting specific consumer demographics [2][21] - The industry is supported by various research methodologies, including SCP models, SWOT analysis, and PEST analysis, to assess market conditions, competitive landscape, and potential risks [2][26] Group 3 - The light food concept originated in 17th century Europe and emphasizes low-sugar, low-fat, and high-fiber foods aimed at maintaining health and preventing diseases [6][7] - The industry has evolved through several phases: introduction (2013-2014), capital investment (2015-2017), rational return (2018-2019), and increased health awareness (2020-present) [7] - Government policies since 2016, such as the "Healthy China 2030" initiative, have promoted healthy eating and supported the development of the light food sector [11][13]

Core Insights - The light food industry in China is experiencing significant growth, with the market size projected to reach approximately 1.76 trillion yuan in 2024, up from over 1.6 trillion yuan in 2023 [12][15][29] - The industry has evolved from a niche concept to a broader category encompassing various healthy food options, driven by changing consumer preferences towards healthier eating habits [12][29] Industry Overview - Light food is defined as low in sugar, fat, and salt, while being high in fiber and nutrient density, categorized into six types: staple foods, snacks, meal replacements, beverages, baked goods, and dairy products [1][2] - The supply chain consists of upstream suppliers (packaging, equipment, and raw materials), midstream product suppliers (various light food categories), and downstream sales channels (e-commerce, delivery platforms, own stores, and supermarkets) [4][6] Industry Development History - The light food concept entered the Chinese market in 2013, gaining traction from 2015 to 2017 due to significant capital investment, followed by a period of consolidation from 2018 to 2019 due to market challenges [9] - Post-2020, the industry saw a resurgence driven by increased consumer demand for healthy eating, influenced by the COVID-19 pandemic [9] Policy Environment - Since the introduction of the "Healthy China 2030" initiative in 2016, the government has implemented various policies to promote healthy eating, including guidelines on food pairing, calorie control, and nutritional intake [11][12] - The Chinese Culinary Association has established standards for light food and is supporting businesses in the sector, with further initiatives planned for 2025 [11][13] Market Dynamics - The number of light food-related restaurants peaked in 2021 at 4,905, with a more rational growth phase expected, projecting 3,738 new establishments in 2024 [15] - Zero-sugar diets are particularly popular, accounting for nearly 50% of the product consumption structure in the light food sector by 2024, followed by low-sugar diets at approximately 35% [17] Competitive Landscape - The top five brands in the light food sector by store count as of 2025 include Jinshi Fitness Nutrition Meal, Shaye Light Food, Manwei Light Food, Chaoneng Deer Battle Team, and Shiye SAYYEAH Creative Light Food [22][24] - The distribution of light food enterprises is concentrated in economically developed regions with active consumer markets and well-established supply chains [26] Future Outlook - The light food market is expected to exceed 3 trillion yuan by 2030, driven by policy support and increasing consumer health awareness [29] - Trends indicate a diversification of product offerings, with innovations in flavors and ingredients, as well as a growing emphasis on functional light food products tailored to specific nutritional needs [33]

Group 1 - The number of light food-related restaurants in China reached a record high of 4,905 in 2021, followed by a rational development phase with 3,738 establishments projected for 2024 [1] - The top five brands in the Chinese light food industry by store count as of August 2025 are Jinshi Fitness Nutrition Meal, Shaye Light Food, Manwei Light Food, Chaoneng Deer Battle Team, and Shiye SAYYEAH Creative Light Food [4] - The market size of the grain-based light food sector in China is expected to reach approximately 19 billion yuan in 2024, reflecting an 8% year-on-year growth and a CAGR of 7% from 2022 to 2024 [5] Group 2 - By 2030, the market size for grain-based light food in China is projected to be around 32.5 billion yuan, supported by government policies promoting functional agriculture and health foods, including subsidies of up to 15% for related enterprises in provinces like Shandong [7]

Core Insights - The article discusses the current landscape of the light food industry in China, highlighting the limited number of publicly listed companies and their cross-industry expansions into the light food sector [1][6]. Group 1: Overview of Listed Companies - The light food industry has few listed companies, with many being cross-industry brands such as Nayuki Tea, Three Squirrels, and others venturing into the light food market [1]. - Key players include Nayuki Tea (02150.HK), Three Squirrels (300783.SZ), and others, each focusing on different segments of the light food market [1][2]. Group 2: Company Profiles and Financials - Nayuki Tea is projected to generate 49.2 billion yuan in revenue in 2024, focusing on a health-oriented dining experience [4]. - Three Squirrels is expected to achieve 106.2 billion yuan in revenue, targeting the casual snack market with its sub-brands [4]. - Farmer Spring leads with 428.96 billion yuan in revenue, while Baihe Co. has the lowest at 8.01 billion yuan [8]. Group 3: Business Strategies and Market Positioning - Nayuki Tea and KEEP target young professionals and fitness enthusiasts, offering specialized stores and meal options to meet all-day light food needs [9][10]. - Three Squirrels and Liangpinpuzi focus on low-calorie snacks for the general health-conscious market, while West Oats and Taoli Bread cater to fitness consumers with nutritious and convenient food options [9][10]. - Companies like Kangbiter and Baihe Co. provide products aimed at sports enthusiasts, focusing on body management and post-exercise nutrition [9][10]. Group 4: Sales Channels and Performance - Nayuki Tea operates a balanced online and offline sales strategy, with over 1,453 stores and a significant presence on delivery platforms [11]. - Three Squirrels primarily focuses on online sales, while companies like Taoli Bread and Farmer Spring rely more on offline channels [11]. - In 2024, Nayuki Tea's energy bowl packages are expected to sell over 29.2 million units, showcasing strong market demand [12][13]. Group 5: Future Plans and Innovations - Companies are planning to expand their light food offerings through new store formats, product innovations, and enhanced distribution channels [15]. - Nayuki Tea plans to launch a new store type, "Nayuki Green," focusing on low-calorie and healthy options for urban consumers [10].

Core Insights - KPRO, a brand under KFC, has launched a new brand proposition focusing on "safe quality and balanced light meals" along with "six commitments" to enhance consumer trust in the light meal sector [1][2] - The light meal market in China has surpassed 160 billion yuan in 2023, with a projected compound annual growth rate of 30% over the next five years, indicating significant growth potential in the industry [1][3] Company Developments - KPRO's "six commitments" include standards for ingredient cleaning, storage, and nutritional balance, leveraging KFC's established supply chain to ensure quality [2][4] - Subway has recently opened its 1000th store in China, emphasizing a shift in consumer preferences towards fresh and healthy food options, with plans to expand to over 1100 stores by 2025 [2][3] Market Trends - The demand for light meal products is diversifying, with consumers increasingly seeking high-quality, freshly prepared, and cost-effective options [5][6] - The light meal sector is experiencing explosive growth in various subcategories, with low-GI foods seeing sales increase by over 15 times year-on-year and other categories like low-calorie condiments and medicinal foods also showing significant growth [3][5] Industry Challenges - The light meal market faces challenges such as menu homogeneity, high prices, and consumer dissatisfaction with taste and satiety [4][6] - A survey indicated that 72.57% of consumers find light meals to be overpriced, and 76.99% are concerned about the prevalence of high-calorie "pseudo-light" products [4]

Group 1 - KPRO, a brand under KFC, launched its new brand proposition "Assured Quality, Balanced Light Food" along with six commitments to enhance consumer trust and expand its store presence in more cities [1] - The Chinese Culinary Association, in collaboration with KPRO, advocated for the selection of high-quality ingredients and strict quality management to ensure consumer safety and health [4] - KPRO introduced its "Six Assurances," which include using raw eggs, thorough washing of fruits and vegetables, proper storage of ingredients, time management for each ingredient, careful seasoning with controlled sugar and salt, and scientific food pairing [4] Group 2 - The shift in China's food consumption structure towards nutrition and health is driving the light food trend from a niche option to a mainstream choice [5] - The Chinese Culinary Association established the "Light Food Nutrition Meal Design Guidelines" in 2022 to standardize the industry, defining the essence, nutritional design, cooking methods, and serving of light food [5] - The light food market in China is projected to grow significantly, with the market size for meal replacement light food exceeding 160 billion yuan in 2023 and an expected compound annual growth rate of 30% over the next five years [5]

Core Viewpoint - The "Weight Management Year" initiative is driving a national trend towards weight loss in response to the rising obesity rates among adults in China, which presents a significant market opportunity in the health sector [4][7]. Group 1: Obesity Statistics and Health Implications - Over half of Chinese adults are overweight or obese, with adult overweight rates at 34.3% and obesity rates at 16.4% as of 2018. Projections suggest that by 2030, these rates could rise to 70.5% and 31.8% respectively without intervention [4]. - Obesity is a major risk factor for chronic diseases such as hypertension, diabetes, and cardiovascular diseases, leading to increased healthcare costs and reduced quality of life for millions [4]. Group 2: Market Growth in Health and Fitness - The health market in China is rapidly expanding, with the organic food market reaching over 100 billion yuan in 2023. The light food market is expected to exceed 200 billion yuan by 2025, and the meal replacement market could surpass 350 billion yuan by 2027 [5]. - The sports industry in China generated a total output of 36,741 billion yuan in 2023, with a value-added contribution of 14,915 billion yuan, accounting for 1.15% of GDP [5]. Group 3: Fitness and Weight Management Industry - There are over 1.575 million fitness-related enterprises in China, indicating a vibrant market landscape. The weight loss drug and health supplement markets are also experiencing rapid growth, with projections suggesting the weight loss drug market could exceed 14.9 billion dollars by 2030 [6]. - The demand for professional weight management and health management personnel is high, providing new career opportunities in the industry [6]. Group 4: Overall Impact of the Initiative - The "Weight Management Year" initiative is not only raising public health awareness but also creating a new wave of opportunities and growth in the health industry, valued at trillions [7].

Core Viewpoint - The company, Super Bowl, is adopting a cautious and steady growth strategy, focusing on direct management and careful site selection to enhance operational efficiency and brand integrity [3][5][36]. Expansion Strategy - Super Bowl has opened over 100 stores in 10 years, with plans to add 30-50 more stores by 2025, primarily in the East China region, including 8-9 stores in Shenzhen [3][36]. - The company emphasizes a cautious approach to expansion, learning from past mistakes related to site selection and operational complexity [5][36]. Product Development - The company has shifted its product strategy from creating "hit products" to a focus on continuous innovation and rapid product launches, with new items introduced every quarter [10][14][16]. - The average repurchase rate for new products is around 46%-48%, significantly higher than the industry average of 35% [14][38]. Market Positioning - Super Bowl has redefined its brand from "healthier McDonald's" to "Chinese-style hot light meals," aiming to cater to local tastes and preferences [10][12]. - The company recognizes the importance of understanding consumer needs and adapting its offerings accordingly, particularly in the context of the growing demand for healthy food options [12][38]. Organizational Structure - The company prioritizes building strong organizational capabilities, with a focus on hiring cross-disciplinary talent and empowering store managers to shape the brand's culture [11][40]. - Super Bowl's management structure is designed to be flat, encouraging open communication and innovation within the team [40][41]. Consumer Engagement - The company actively seeks consumer feedback through various channels, including social media, to inform product development and improve customer experience [19][23]. - Super Bowl's approach to customer engagement emphasizes the importance of understanding user preferences and quickly responding to market demands [19][23]. Competitive Landscape - The company faces increasing competition in the light meal sector, with new entrants like Nayuki Tea and KFC entering the market, but it remains focused on maintaining its unique value proposition [54]. - Super Bowl aims to differentiate itself by fostering a loyal customer base and continuously innovating its product offerings [54].