Core Viewpoint - After a significant restructuring, Subway is experiencing a resurgence in the Chinese market, but it still faces structural challenges that need to be addressed for sustainable competitive advantage [5][6][10]. Group 1: Market Performance - Subway has opened 228 new stores in 2024, marking the highest annual opening record since its entry into China nearly 30 years ago, with a total of over 1,000 stores [9][10]. - Despite its long presence in China since 1995, Subway's store growth has lagged behind competitors like McDonald's and KFC, with only about 500 stores by 2023 [8][12]. Group 2: Strategic Changes - In 2023, Subway entered a new franchise agreement aiming to open nearly 4,000 new stores in the next 20 years, expanding its scale by seven times [17]. - The brand has shifted from a franchise-dominated model to a focus on direct management, enhancing control over quality and customer experience [50][52]. Group 3: Product and Marketing Innovations - Subway has introduced new menu items tailored to local tastes, such as abalone shrimp sandwiches and spicy sauces, moving away from a purely foreign flavor profile [21]. - The brand has launched promotional strategies like the "9.9 membership breakfast series" and family meal options, targeting young consumers and families [23][25]. - Subway emphasizes health and customization, with new offerings like energy bowls that allow customers to choose ingredients, aligning with consumer preferences for healthy and diverse food options [28][32]. Group 4: Branding and Consumer Engagement - Subway is actively integrating local internet culture into its marketing, creating buzz through social media and engaging with popular trends [36][46]. - The brand has collaborated with celebrities and popular IPs to enhance its image and attract younger consumers, such as partnering with actor Wu Lei [46][48]. Group 5: Competitive Landscape and Challenges - Subway faces increasing competition from both international fast-food chains and local brands that are also focusing on health-oriented menus [54]. - The brand's pricing strategy places it in a challenging position, as it competes with lower-priced options while lacking the premium experience of higher-end dining [56]. - As Subway expands, it must balance quality control with cost sensitivity in lower-tier markets, which poses a significant operational challenge [57].