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]