Core Insights - The Chinese catering industry is experiencing structural changes, with first-tier cities facing growth pressure while lower-tier cities are becoming the main growth drivers [1] - The market size of the catering industry is expected to reach 6.2 trillion yuan, with an annual compound growth rate of 8%-10% over the next five years [1] - The brand "Fish You Together" has rapidly expanded in lower-tier markets, demonstrating strong adaptability and growth potential [1][2] Industry Overview - In the first nine months of 2025, China's catering revenue reached 40,989 billion yuan, a year-on-year increase of 3.3% [1] - The growth rate of stores in third-tier and below cities is as high as 12%, indicating a significant shift towards lower-tier markets [1] - Urbanization is narrowing the income and consumption gap between lower-tier and first-tier cities, leading to increased consumer potential in lower-tier markets [1] Company Strategy - "Fish You Together" opened its first 5.0 new image store in a lower-tier market, showcasing its strategic capability [2][4] - The brand focuses on providing quality dining experiences in lower-tier markets, combining aesthetic design with a comfortable dining environment [4][6] - The founder emphasizes the importance of early strategic planning for supply chain and franchise systems to achieve scalable expansion [7] Operational Model - The brand's operational success in lower-tier markets is supported by a systematic operational model that differentiates it from traditional fast-food giants [8] - The brand offers a combination of quality and value, with a pricing strategy that targets the 30-40 yuan range, aligning with consumer expectations in lower-tier cities [11] - A standardized supply chain ensures consistent quality across over 2,500 stores, enabling rapid replication in lower-tier markets [12] Competitive Landscape - The competition in lower-tier markets is intensifying, with over 15,000 chain brands entering this space [8] - "Fish You Together" aims to create a comprehensive system that includes product innovation, supply chain stability, operational efficiency, and franchise support [15] - The brand's approach reflects a long-term strategy focused on building deep consumer relationships rather than quick market penetration [16]

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]