来源：餐饮界官网 《2025中国餐饮业年度报告》数据显示：2025年1-9月，全国餐饮收入40989亿元，同比上升3.3%。在这一宏观态势下，餐饮业结构性变化愈发显著：一线城 市餐饮市场增长承压，三四线及县域市场正成为驱动行业增长的核心引擎。 《2025-2030餐饮产业规划专项研究报告》进一步指出，未来五年，中国餐饮产业将迈入深度调整与高质量发展阶段，市场规模将从6.2万亿元持续攀升，年 均复合增长率稳定在8%-10%之间。其中，三线及以下城市门店增速高达12%，下沉市场已成为品牌必争的"价值洼地"。 随着城镇化进程不断推进，低线城市与一二线城市在居民收入、消费能力及消费意愿上的差距逐步缩小，下沉市场的消费潜力正以前所未有的速度释放。在 此浪潮中，众多餐饮品牌纷纷将战略重心转向下沉市场，寻求新的增长曲线。创立于2017年的鱼你在一起，凭借酸菜鱼快餐模式在全国快速布局，更在县域 市场展现出强大的适配性与增长动能。截至目前，品牌门店已突破2500家，覆盖城市超过360座，成为下沉市场中兼具品质、效率与体验的餐饮范本。 神木样本：5.0新形象店，下沉升级的鲜活实践 2025年10月底，鱼你在一起华西地区首家5.0 ...

Core Insights - The founder of the fast-casual brand "Fish You Together," Wei Tongrong, announced significant expansion plans in Southeast Asia, with 80 signed locations in Malaysia, 13 of which are already operational, and six more set to open in December [1][3]. Group 1: Company Expansion - "Fish You Together" has rapidly expanded in Southeast Asia, marking a shift from initial testing to a more aggressive regional strategy, with recent openings in Malaysia and Thailand [3][4]. - The brand has established over 2,500 operational stores globally, making it the leading brand in the number of sauerkraut fish outlets [4]. Group 2: Localization Strategy - The brand has achieved substantial localization progress, with local consumer proportions reaching 80% in Thailand, 55% in Malaysia, and 30% in Singapore [4]. - In Malaysia, the menu has been adapted to include local flavors, with 30% of the offerings being localized dishes such as Thai Tom Yum Fish and Coconut Curry Fish [4][5]. Group 3: Market Insights - Market research indicates that Malaysian families prefer shared dining experiences, prompting the brand to optimize portion sizes and introduce family meal packages [5]. - The brand's dual expansion strategy includes targeting young consumers in shopping malls while catering to family customers in street-side locations [5]. Group 4: Marketing and Future Outlook - The brand's marketing efforts include collaborations with local celebrities to enhance visibility and engagement, exemplified by the successful opening of its first store in Thailand [6]. - Wei Tongrong emphasized that the overseas expansion represents a "second growth curve" for the brand, highlighting the need for a robust execution strategy in this new market [6].

Core Insights - The Chinese restaurant market is experiencing intense competition, leading many brands to explore overseas expansion as a second growth curve [1] - "Yu Ni Zai Yi Qi" has successfully opened over 2500 stores globally in 9 years by adopting a "sour fish fast-food" model, breaking category boundaries [1] Group 1: Supply Chain Management - "Yu Ni Zai Yi Qi" has established a comprehensive supply chain system as its core competitive advantage, including production bases for key ingredients and a cold chain network for overseas operations [3] - The company ensures 85% of core ingredients are supplied directly from headquarters, maintaining consistent taste and food safety across global outlets [3] Group 2: Franchise Support System - The brand offers a "nanny-level" support system for overseas franchisees, providing comprehensive assistance from site selection to operational guidance [5] - Digital tools like "Yu Dian Wei" and "Yu Dian Bao" are integrated into store management to enhance operational efficiency and data analysis [6] Group 3: Business Model Innovation - "Yu Ni Zai Yi Qi" employs a light asset model for overseas expansion, utilizing a "small store + light investment + franchising" approach to optimize operations [7] - The management structure is streamlined to enhance efficiency, and the brand is exploring smaller store formats to adapt to high labor costs and operational complexities in foreign markets [7] Group 4: Recognition and Market Position - The company has been recognized with two awards for "2025 Annual Value Enterprise" and "2025 Annual Value Brand," solidifying its position as a reliable choice for Chinese cuisine overseas [9] - With over 2500 franchise stores, "Yu Ni Zai Yi Qi" is seen as a "certain choice" for those looking to invest in the overseas Chinese restaurant market [9]