文｜红餐网 李金枝 编辑｜方圆 不止町田商店，一批日式拉面品牌也在加注中国市场。 01.已开出5家店，售价比日本低一成 事实上，町田商店从去年就开始布局中国市场，但扩张速度并不快。 2024年6月27日，町田商店香港地区首店在九龙启德Airside正式开业。今年5月，町田商店香港第二家店在屯门开业。 中国香港首店开业时，Gift控股常务副会长笹岛竜表示，香港店将采用一些从日本直送的食材和日本店经营理念、模式。"内部装潢略微改变，营造香港 店独有氛围之余，菜单也稍作调整，以迎合本地顾客口味。" 彼时，笹岛竜还提到，要从香港店出发，在东亚地区推广横滨家系拉面文化。 日本第二大连锁拉面品牌要发力中国市场了。 近日，"町田商店"母公司——日本Gift控股（GiftHoldings）宣布，计划到2028年前海外门店数量增至100家，达到目前门店数的约3倍。 其中，中国市场成为重中之重，"町田商店"将以直营店为核心模式，新增30-50家门店。 作为"日本第二大连锁拉面品牌"，町田商店成立于2008年1月，以"家系拉面"为特色。截至目前，其在全球已有超800家门店，大部分都在日本本土，东南 亚市场也有布局。 3个月后（20 ...

Core Viewpoint - A number of Japanese ramen brands are intensifying their efforts in the Chinese market, with a focus on affordability and local adaptation to attract consumers [4][12][23]. Expansion Plans - Gift Holdings, the parent company of the ramen chain "Machida Shoten," plans to increase its overseas store count to 100 by 2028, with a significant focus on the Chinese market, aiming to open 30-50 new stores [4][12]. - "Machida Shoten" has already opened five stores in Hong Kong and Shanghai, with plans for further expansion in mainland China [7][9]. Market Strategy - The pricing strategy for "Machida Shoten" in China is set to be approximately 10% lower than in Japan, with signature ramen priced at 36 RMB, compared to 880 JPY (approximately 41 RMB) in Japan [10][15]. - Other new entrants like "Sunya Ramen" and "Kuwana Tosa" are also adopting competitive pricing strategies, with their ramen priced in the 30 RMB range, contrasting with older brands that charge over 50 RMB [12][14]. Consumer Trends - The Japanese cuisine market in China is expected to rebound, with projections indicating a market size of 70 billion RMB by 2025 [15]. - The proportion of affordable Japanese dining options is increasing, with 34.4% of Japanese restaurants expected to have average spending below 50 RMB in 2024 [15]. Competitive Landscape - Established brands like "Ajisen Ramen" are also ramping up their expansion efforts after a period of contraction, with 33 new stores opened recently, bringing their total to over 600 [16]. - "Yoshinoya" aims to become the largest ramen chain globally by 2035, planning to increase ramen sales significantly and expand its store count to 500 [18][21]. Challenges and Outlook - Despite the influx of new brands, some have struggled to meet their expansion targets, such as "Sunya Ramen," which has only opened five stores against a goal of 200 [22]. - The overall revitalization of the Japanese ramen sector in China is evident, but the actual outcomes will require time to assess [23].