(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 ...

Core Viewpoint - The rapid rise and fall of "Chicken Chop Guy" reflects the emotional nature of the internet, where ordinary individuals can quickly become symbols of popularity and then face backlash just as swiftly [1][11]. Group 1: Internet Dynamics - The phenomenon of "Chicken Chop Guy" illustrates the cycle of internet fame, where an ordinary person unexpectedly gains popularity, is celebrated, scrutinized, and ultimately forgotten [11]. - The internet prioritizes emotions over logic, leading to exaggerated perceptions of an individual's actions, such as being labeled as pretentious for dressing formally or being accused of exploitation for expanding his business [5][9]. Group 2: Public Perception - The public's loss of interest in "Chicken Chop Guy" resulted in a need to express disappointment, leading to negative labels like "failed" or "not good enough" being applied to him [7]. - The narrative surrounding "Chicken Chop Guy" is not just about his personal experience but reflects a broader societal issue regarding the public's diminishing patience for authenticity and sincerity [11].

Core Viewpoint - The article discusses the shift in the online influencer economy from showcasing wealth to portraying struggles, highlighting how influencers like Macau Coco have adapted their narratives to resonate with audiences in a changing digital landscape [1][4][30]. Group 1: Influencer Behavior and Trends - Influencers are transitioning from flaunting luxury items to sharing stories of hardship, with Macau Coco's recent emotional livestream drawing significant attention [1][4]. - The narrative of "crying poor" has become a new strategy for influencers to gain sympathy and maintain relevance in a competitive market [16][30]. - Macau Coco's claims of financial distress, including a debt of 20 million and unsold inventory, have raised skepticism among viewers, questioning the authenticity of her situation [12][16]. Group 2: Financial Insights and Market Dynamics - Despite claims of financial struggles, Macau Coco reportedly generated sales between 25 million to 50 million in just 30 days, indicating a potential disconnect between her narrative and actual financial performance [12][16]. - The article notes that many influencers, despite their "crying poor" narratives, are still earning substantial incomes, often far exceeding average earnings [17][20]. - The trend of influencers using emotional appeals to drive sales reflects a broader shift in the influencer economy, where authenticity and genuine connection with audiences are becoming increasingly important [41]. Group 3: The Evolution of Influencer Marketing - The article highlights a growing demand for authenticity in influencer marketing, with audiences becoming more discerning and less responsive to scripted narratives [31][41]. - Successful influencers like "Chicken Chop Brother" and "Li Fugu" are gaining popularity by focusing on genuine interactions and community support rather than dramatized stories [36][40]. - The influencer economy is moving towards a "de-bubbling" phase, where real emotions and true stories are valued over exaggerated performances [41].

Core Insights - The rise of "Chicken Chop Brother" has unlocked a new path for street vendors to become internet celebrities, providing fresh insights for urban tourism marketing [1][3][20] Group 1: Impact on Local Tourism - "Chicken Chop Brother" has transformed into a new internet landmark in Jingdezhen, attracting a significant influx of tourists during the National Day holiday [3][10] - The local government has proactively arranged new fixed stalls and established special teams to maintain order and hygiene in response to the surge in visitors [3][10] - During the National Day period, hotel occupancy in Jingdezhen increased by 30% year-on-year, and tourism bookings rose by 10% [10] Group 2: Social Media and Cultural Phenomenon - The humorous sales approach and emotional service style of "Chicken Chop Brother" have led to a wave of creative remixes and memes on social media, enhancing his popularity [1][3] - The phenomenon reflects a broader trend where unique styles and engaging storytelling resonate with audiences, driving the success of street food vendors on short video platforms [13][20] Group 3: Challenges and Controversies - The rapid rise of "Chicken Chop Brother" has also led to controversies, including concerns over service quality due to overwork and questions about food safety [3][10] - The emergence of counterfeit products and scalpers has affected his personal image and reputation [3][10] Group 4: Sustainability of Popularity - The transition from a viral moment to sustained popularity is crucial for street food vendors, with many exploring different business models such as opening chain stores or becoming live-streaming influencers [10][20] - "Chicken Chop Brother" has been appointed as a "Cultural Tourism Promotion Officer," indicating a strategic move to leverage his popularity for long-term tourism benefits [10][20] Group 5: Broader Implications for Local Economies - The case of "Chicken Chop Brother" illustrates the potential for individual internet celebrities to temporarily boost local tourism, but highlights the need for sustainable development strategies beyond reliance on viral fame [14][19][20] - Historical examples, such as Ding Zhen and the barber Xiaohua, show that while individual popularity can drive short-term economic benefits, long-term growth requires systematic planning and diversification of local industries [14][19]

Core Insights - The rise of "Chicken Chop Brother" and "Fried Noodle Brother" reflects a new trend in cultural tourism consumption, emphasizing emotional value and personal connection in the market [1][25][26] Group 1: "Chicken Chop Brother" Phenomenon - "Chicken Chop Brother," known as Li Junyong, gained popularity during the National Day holiday, attracting long queues and even international tourists who waited hours to taste his chicken chop [3][5][12] - His unique selling proposition includes not just the food but also his engaging personality and memorable phrases, which enhance the customer experience and create a sense of community [8][9][10] - The popularity of "Chicken Chop Brother" has positively impacted local businesses, with nearby food stalls experiencing a surge in sales, demonstrating the ripple effect of emotional engagement in consumer behavior [5][12][18] Group 2: "Fried Noodle Brother" Impact - "Fried Noodle Brother," from Henan, gained attention through a heartfelt video where he delivered fried noodles to a friend recovering from an accident, showcasing the power of personal connection in business [10][12][15] - The video went viral, amassing nearly 3.5 million likes and leading to long queues at his stall, indicating a strong emotional resonance with consumers [12][18] - The story of "Fried Noodle Brother" highlights the importance of authenticity and warmth in customer interactions, contributing to a positive brand image and customer loyalty [15][26] Group 3: Emotional Economy in Cultural Tourism - The concept of "emotional economy" is reshaping the cultural tourism landscape, where ordinary individuals can become significant cultural icons for their cities [18][21][26] - The trend indicates a shift from traditional sightseeing to immersive experiences that prioritize emotional fulfillment and personal stories [21][23] - The success of these individuals suggests that cities can leverage local personalities to enhance their tourism appeal, creating a more relatable and engaging environment for visitors [25][26]

Core Insights - The article discusses the rise of "Chicken Chop Brother" (Li Junyong) in Jingdezhen, exploring the deeper mechanisms behind his popularity and success in the street food industry [1][11]. Background of Chicken Chop Brother - Chicken Chop Brother, a 48-year-old from Nanchang, Jiangxi, transitioned from being a laid-off worker to a successful street food vendor, gaining a loyal customer base over years of experience [1][3]. Family Support - The success of Chicken Chop Brother is attributed to the support of his family, referred to as the "Chicken Chop Family," who assist in various aspects of the business [1][2]. Product Quality - The success is built on the high quality of the product, with a consistent pricing strategy of 6 yuan for chicken chops, which is significantly lower than competitors, while maintaining quality through fresh ingredients [6][10]. Emotional Value - Emotional engagement is a key aspect of the business, transforming the food stall into a space of interaction and warmth, enhancing customer experience beyond just the product [7][9]. Operational Rules - Chicken Chop Brother employs a set of operational rules that cater specifically to his target demographic, such as student discounts and queue management, which have improved efficiency and customer satisfaction [10][12]. Community Impact - The rise of Chicken Chop Brother has positively impacted the local community, creating a sense of pride and contributing to the local economy, while also highlighting the importance of a supportive business environment [11][12]. Business Philosophy - The philosophy of sharing knowledge and resources with family members reflects a community-oriented approach, emphasizing collective success over individual gain [3][14]. Long-term Vision - The article suggests that while Chicken Chop Brother has achieved significant popularity, the focus should remain on sustainable growth and maintaining quality, rather than rapid expansion [10][14]. Conclusion - The story of Chicken Chop Brother illustrates the importance of authenticity, quality, and emotional connection in business, serving as a reminder that genuine human interactions can drive success in a competitive market [19].

Core Viewpoint - The "Chicken Chop Guy" has gained popularity for his humorous interactions while selling chicken chops, but the overwhelming demand during the National Day holiday has led to exhaustion, diminishing his emotional value to customers [1][3]. Group 1: Demand and Supply Dynamics - The "Chicken Chop Guy" has become a local sensation, attracting long queues of customers, with wait times reaching two to three hours [1]. - Despite the availability of chicken chops from various vendors, the unique appeal of the "Chicken Chop Guy" drives customers to wait, indicating that the emotional experience is valued more than the product itself [1]. - The surge in popularity has created a supply-demand imbalance that is challenging to manage, leading to the "Chicken Chop Guy" working extended hours without adequate rest [1][2]. Group 2: Emotional Value and Customer Expectations - The initial charm of the "Chicken Chop Guy" stemmed from his natural humor and relatable demeanor, which are now compromised due to fatigue from high-intensity work [1][3]. - Customers have begun to notice a decline in his emotional engagement, questioning why he is no longer as interactive, which detracts from the overall experience [2]. - The pressure from consumer expectations and the rapid transformation from a local vendor to a tourist attraction has created a burden that may outweigh the benefits of increased visibility and sales [3]. Group 3: Recommendations for Sustainability - It is suggested that the "Chicken Chop Guy" should be given time to rest to maintain his emotional value and overall well-being, which is essential for sustaining customer engagement [3]. - A more relaxed and comfortable approach to customer interactions could enhance the unique emotional value that initially attracted customers [3].

Core Viewpoint - The article highlights the rise of "Chicken Brother" Li Junyong, who gained popularity for his humorous sales style and quality fried chicken, attracting significant customer traffic and local government support [3][4][5]. Group 1: Business Operations - "Chicken Brother" uses non-GMO oil for frying and emphasizes that his chicken is freshly made, not pre-prepared [4][15]. - During the National Day holiday, "Chicken Brother" planned to operate multiple stalls with family members to manage the increased customer flow, ensuring that he could maintain quality and service [9][10]. - The local government has actively supported "Chicken Brother" by organizing traffic management and sanitation services around his stall to accommodate the influx of visitors [3][17]. Group 2: Customer Engagement - Customers have reported long wait times, with some waiting up to three hours to purchase chicken, indicating high demand and popularity [3][5]. - "Chicken Brother" engages customers through a humorous and entertaining approach, aiming to create a memorable experience that encourages repeat visits [14][15]. - He has expressed a desire to promote the local culture of Jingdezhen, aiming to attract more visitors to the area through his business [9][10]. Group 3: Family Involvement - The "Chicken Brother" family has expanded their operations, with multiple relatives joining to help run the stalls, indicating a family business model [6][10]. - The family has coordinated to ensure that all necessary health certifications are in place for food safety, reflecting a commitment to quality and compliance [9][14].

Core Viewpoint - The rise of "Chicken Brother" Li Junyong in Jingdezhen has attracted significant attention and foot traffic, leading to local government support for managing the influx of visitors and maintaining order around his food stall [2][3][5]. Group 1: Business Operations - "Chicken Brother" has expanded his operations by involving family members, creating a "Chicken Family" with multiple stalls to meet the increased demand during the National Day holiday [3][6]. - The stalls are strategically located near popular tourist attractions, such as the Ceramic Museum, to maximize customer reach [8]. - Li Junyong emphasizes the use of non-GMO oil and fresh ingredients, asserting that his chicken is not pre-made or frozen, which differentiates his product in a competitive market [9][10]. Group 2: Customer Experience - Customers are willing to wait for hours to purchase the chicken, indicating a strong demand and popularity of the product, with some reporting wait times of up to three hours [2][3]. - The unique selling proposition includes a special secret sauce that enhances the flavor of the chicken, making it more appealing compared to other offerings [3]. - Li Junyong's engaging and humorous sales style has contributed to his popularity, creating a memorable experience for customers [9][10]. Group 3: Community and Government Support - Local authorities have established a task force to manage the crowd and maintain cleanliness around the stalls, demonstrating community support for local entrepreneurs [2][12]. - The Jingdezhen Cultural and Tourism Bureau has appointed Li Junyong as a "Cultural Tourism Promotion Officer," indicating recognition of his role in promoting local tourism [5][6]. - Volunteer services have been organized to assist with crowd management and provide amenities to visitors, enhancing the overall experience [12].

Core Insights - The article highlights the success of a street vendor known as "Chicken Chop Brother" in Jingdezhen, who has gained popularity through a unique and sincere selling style, contrasting with typical marketing tactics [1][2] Group 1: Business Model and Strategy - "Chicken Chop Brother" has maintained his stall for nine years without raising prices or employing gimmicky marketing strategies, focusing instead on building trust with customers through consistent quality and service [2] - His approach includes selling a limited number of chicken chops per customer, which has evolved from five to two, addressing customer complaints about waste and long wait times [1] - The vendor's genuine interactions and community-oriented mindset resonate with customers, making them feel valued and appreciated [1][2] Group 2: Marketing and Customer Engagement - The vendor does not engage in traditional marketing practices such as analyzing user demographics or calculating conversion rates; instead, customer-generated content serves as his primary promotion [2] - The popularity of "Chicken Chop Brother" reflects a collective consumer desire for authenticity and reliability in a market often filled with insincerity [2] - The article suggests that the essence of successful marketing lies in sincerity and genuine service rather than complex strategies [2][3] Group 3: Cultural Impact - "Chicken Chop Brother" has become a cultural symbol in Jingdezhen, representing the warmth of small businesses and genuine human interactions in the urban environment [2] - The phenomenon of long queues for his chicken chops indicates a shift in consumer behavior, where people are willing to wait for a product that embodies trust and authenticity [3] - The article emphasizes that the true essence of business is treating customers as individuals and fostering a sense of community [3]