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 ...

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 popularity of "Chicken Chop Brother" Li Junyong has surged during the National Day holiday, attracting many visitors, while the brand Zhengxin Chicken Chop is facing significant challenges, including a drastic reduction in store numbers and rising prices [1][4][8] Store Performance - Zhengxin Chicken Chop's store count peaked at over 25,000 in March 2021, but has since plummeted to approximately 10,000 by September 16, 2025, marking a decline of 60% [4][8] - The brand's rapid expansion has reversed, with a loss of 15,000 stores compared to its peak [4][8] Pricing Strategy - Zhengxin Chicken Chop has increased its prices, moving away from its original "10 yuan chicken chop + sour plum drink" combo to an average price exceeding 14 yuan per piece in Beijing, with some meal combinations surpassing 20 yuan [8][9] - In Shanghai, while the average price per piece has slightly decreased, it still exceeds 12 yuan [8] Food Safety Issues - Zhengxin Chicken Chop has faced multiple food safety concerns, including incidents of customers finding maggots in food and other hygiene violations, leading to investigations by local market supervision authorities [9][12][13] - Complaints related to food safety have surged, with 1,338 complaints reported, primarily concerning stale ingredients and hygiene issues [13] Franchise Costs - The initial investment for franchising Zhengxin Chicken Chop is approximately 63,200 yuan, which includes various fees and equipment costs, totaling at least 133,200 yuan excluding rent and utilities [6]

Core Viewpoint - The unexpected popularity of "Chicken Chop Brother" has reignited consumer interest in Zhengxin Chicken Chop, but the brand struggles to convert this attention into sustainable business growth due to ongoing food safety issues and a decline in product quality [1][5][20]. Group 1: Consumer Sentiment and Brand Image - Many consumers have been drawn to Zhengxin Chicken Chop due to the emotional value provided by "Chicken Chop Brother," rather than the product itself [5][15]. - Despite the surge in interest, numerous negative comments about Zhengxin Chicken Chop's food safety and quality have emerged, with consumers expressing concerns over hygiene and product consistency [4][10][18]. - The brand has faced multiple food safety scandals, including reports of insects in food and unsanitary kitchen conditions, which have severely damaged its reputation [6][7][8][20]. Group 2: Business Performance and Market Position - Zhengxin Chicken Chop experienced rapid growth, expanding from 10,000 stores in 2017 to 25,000 by 2022, but this aggressive expansion has led to market saturation and declining profitability [12][14]. - The number of Zhengxin Chicken Chop stores has decreased significantly, dropping from 25,000 in early 2022 to just over 10,000 by October 2023, indicating a loss of consumer trust and market competitiveness [14][20]. - The brand's reliance on a narrow product range has limited its ability to adapt to changing consumer preferences, further exacerbating its challenges in a competitive market [14][18]. Group 3: Future Outlook - The sustainability of the current consumer interest driven by "Chicken Chop Brother" is uncertain, as the brand's underlying issues may lead to a quick decline in customer enthusiasm once the novelty wears off [15][20]. - Zhengxin Chicken Chop must address its food safety and quality control issues to rebuild consumer trust and ensure long-term viability in the market [20].

Core Insights - The popularity of "Chicken Brother" Li Junyong has surged during the National Day holiday, attracting many visitors, while the brand Zhengxin Chicken is facing significant challenges, including a drastic reduction in store numbers and rising prices [1][4][8]. Group 1: Store Performance - Zhengxin Chicken's store count peaked at over 25,000 in March 2021, but has since plummeted to approximately 10,000 by September 16, 2025, representing a decline of 60% [1][4]. - The brand's rapid expansion previously positioned it as a leader in the affordable chicken market, outpacing competitors like KFC and McDonald's [4]. Group 2: Pricing Strategy - Zhengxin Chicken has quietly increased prices, with average prices for a single piece exceeding 14 yuan in Beijing and over 12 yuan in Shanghai, moving away from its original 10 yuan combo [8][9]. - The price hikes are evident in various locations, with some stores still offering lower-priced options, but the majority have adjusted their pricing upwards [8]. Group 3: Food Safety Issues - Zhengxin Chicken has faced multiple food safety scandals, including incidents involving maggots in food and unsanitary conditions, leading to investigations by local authorities [9][12]. - Complaints regarding food quality and hygiene have surged, with over 1,300 complaints logged, highlighting ongoing issues with freshness and safety standards [12][14]. - In contrast, "Chicken Brother" emphasizes food safety by showcasing inspection reports that confirm compliance with health standards, positioning itself as a more reliable option [14].

Core Viewpoint - The article highlights the contrasting fortunes of "Chicken Brother" Li Junyong, who has gained popularity during the National Day holiday, and Zhengxin Chicken, which is experiencing a significant decline in its business operations and reputation due to various issues [6][8]. Group 1: Business Performance - Zhengxin Chicken's store count has drastically decreased from over 25,000 in March 2021 to approximately 10,000 by September 2025, marking a decline of 60% [4][8]. - The average price of Zhengxin Chicken has increased, with single pieces now exceeding 14 yuan in Beijing and over 12 yuan in Shanghai, compared to the previous 10 yuan combo [12][8]. Group 2: Food Safety Issues - Zhengxin Chicken has faced multiple food safety scandals, including incidents of maggots found in food and other hygiene violations, leading to investigations and store closures [14][16]. - Complaints related to Zhengxin Chicken have surged, with over 1,338 complaints reported, primarily concerning food freshness and hygiene problems [17]. Group 3: Competitive Landscape - In contrast to Zhengxin Chicken's struggles, "Chicken Brother" emphasizes food safety and transparency by showcasing inspection reports that confirm compliance with health standards [18].

Core Insights - The popularity of "Chicken Brother" Li Junyong has surged during the National Day holiday, attracting many visitors and leading to a significant increase in his workload [1][2] - In contrast, Zhengxin Chicken, once a leader in the affordable fried chicken market, is facing a severe decline, with its store count dropping from over 25,000 in March 2021 to approximately 10,000 by September 2025, a decrease of 60% [1][4] Store Count and Market Position - Zhengxin Chicken had over 25,000 stores at its peak, which was three times the number of KFC and six times that of McDonald's, with one-third being directly operated [4] - As of September 2025, the number of operational stores has plummeted to around 10,000, marking a reduction of 15,000 stores [4][1] Pricing Strategy - Zhengxin Chicken has quietly increased its prices, moving away from its original "10 yuan chicken + sour plum drink" combo that targeted lower-tier markets [8] - In Beijing, the average price for a single piece of Zhengxin Chicken has exceeded 14 yuan, with meal combos often surpassing 20 yuan, while only a few stores still offer the 10 yuan option [8] Food Safety and Quality Issues - Zhengxin Chicken has faced multiple food safety incidents, including reports of maggots found in chicken legs and other hygiene concerns [9][11] - Complaints regarding food quality and safety have surged, with 1,338 complaints recorded, primarily about stale ingredients and hygiene issues [12] - The company has been criticized for its lack of transparency regarding food safety measures and corrective actions [12] Comparison with Competitors - In contrast to Zhengxin Chicken, "Chicken Brother" emphasizes food safety by showcasing inspection reports that confirm compliance with health standards [13]

Core Insights - Zhengxin Chicken Steak, once a dominant player in the snack industry with a peak of 25,000 stores and an annual revenue of 7 billion, has seen a drastic decline, now operating only 14,000 stores in 2024, losing nearly 10,000 locations [1] Company Overview - At its peak, Zhengxin Chicken Steak was known for its ability to open stores in the narrowest of spaces, showcasing its aggressive expansion strategy [1] - The company is currently facing an unprecedented crisis, indicating significant operational challenges and market pressures [1] Industry Context - The decline of Zhengxin Chicken Steak reflects broader trends in the snack food industry, where competition and changing consumer preferences may be impacting traditional business models [1] - The significant reduction in store count suggests a potential shift in market dynamics, with implications for other players in the industry [1]

Core Viewpoint - Zhengxin Chicken has faced significant backlash due to repeated food safety issues, leading to a drastic reduction in its store count from 25,000 to approximately 10,000, undermining its ambitious goal of reaching 100,000 stores [2][9]. Food Safety Issues - A viral video showing maggots in a chicken leg has reignited public outrage against Zhengxin Chicken, prompting the local market supervision authority to investigate the incident [1]. - The company has a history of food safety violations, including improper food handling and the presence of pests in its stores [3][4][5]. - Complaints on consumer platforms highlight serious issues such as finding maggots and raw meat in food, indicating systemic problems in food safety management [6]. Management and Operational Challenges - Experts suggest that the frequent food safety problems reflect significant management flaws, particularly in franchise oversight and supply chain management [7]. - The company has been criticized for inadequate employee training, leading to poor hygiene practices and operational standards [7]. - Zhengxin Chicken's responses to food safety incidents have often been vague, lacking clear corrective measures communicated to the public [7]. Decline in Store Count - The number of Zhengxin Chicken stores has halved from its peak of 25,000, with current estimates around 10,695 [9]. - The decline is attributed to damage to the brand's image and increased market competition, as well as a limited product range that fails to meet diverse consumer demands [10]. Brand Positioning and Market Strategy - Zhengxin Chicken was once a leading brand with a strong market presence, leveraging low prices to drive sales [8]. - The company has faced challenges in innovating its product offerings and connecting with younger consumers, which may hinder its growth potential [10].

Core Viewpoint - The article highlights the recurring food safety issues faced by Zhengxin Chicken, which have led to a decline in consumer trust and brand reputation, despite its rapid expansion in the past. Group 1: Food Safety Issues - Zhengxin Chicken has been involved in multiple food safety controversies, including a recent incident where a customer reported finding maggots in chicken legs purchased from a store in Guizhou [2][4] - The local market supervision bureau has intervened, sealing similar products for testing, although the store claimed the video evidence was misleading [2][7] - Previous incidents include reports of unsanitary conditions, such as flies contaminating food and the use of old frying oil [4][8] - Numerous complaints have been filed against Zhengxin Chicken, citing issues like undercooked food, spoiled meat, and difficulty in obtaining refunds [8][9] Group 2: Business Performance and Challenges - Zhengxin Chicken, founded in 1995, has seen significant growth, expanding from 10,000 stores in 2017 to 25,000 by 2021, becoming a leading brand in the fast-food sector [11][12] - However, the company has faced stagnation, with the number of stores remaining at 25,000 as of March 2023, indicating no growth in franchise numbers over two years [14] - The price of chicken has increased from 10 yuan to as high as 15 yuan, which has affected consumer perception and sales [12][13] - The company has not disclosed updated store numbers since March 2023, with independent data suggesting a decline to approximately 10,695 stores by the end of 2023 [15][15] - The shift in consumer preferences towards healthier eating and increased competition in the market have further complicated Zhengxin Chicken's growth prospects [15][16]