Core Viewpoint - The article discusses the rapid expansion and popularity of affordable sushi brands like Sushi Lang and Bin Sushi in major Chinese cities, highlighting their competitive pricing and unique dining experiences [3][12][19]. Group 1: Market Trends - Affordable sushi brands are gaining significant traction in first-tier cities like Beijing, Shanghai, and Guangzhou, with Sushi Lang planning to open its ninth store in Beijing within a year and Bin Sushi already having seven [19][20]. - The competition between Sushi Lang and Bin Sushi has intensified, with both brands aggressively entering major shopping centers [21][24]. - The average price range for dishes at these affordable sushi restaurants is between 10 to 28 yuan, making them attractive to consumers looking for value [12][21]. Group 2: Consumer Behavior - Consumers are increasingly drawn to the high cost-performance ratio of affordable sushi, often opting for DIY meal options that allow them to customize their dining experience [5][16]. - Social media plays a crucial role in driving traffic to these sushi brands, with customers sharing their experiences and promotions online [15][26]. - The trend of "cheap sushi" has led to a decline in mid-tier sushi restaurants, as many consumers prefer the lower prices offered by new entrants [29][32]. Group 3: Brand Strategies - Sushi Lang focuses on high investment returns and has a flexible store design, while Bin Sushi emphasizes strict operational standards and rapid store expansion [21][22]. - Both brands have successfully filled a gap in the market for affordable sushi, attracting a younger demographic and increasing foot traffic in shopping malls [27][28]. - The operational efficiency of these brands is enhanced by technology, such as Sushi Lang's digital conveyor belt system, which improves customer experience and inventory management [36][38].