The "2024 China Catering Going Global Development Report" is released by the Hongcan Industry Research Institute, mainly discussing the situation of Chinese catering brands and supply chain enterprises going global, including background, current status, segmented tracks, overseas market analysis, and suggestions for going global.
1. Definition and Explanation
- Clearly defines the concepts of catering brand going global and supply chain going global. The research subjects are Chinese catering brands, and overseas markets refer to countries and regions outside mainland China and Hong Kong, Macao, and Taiwan.
2. Background of Chinese Catering Going Global
- The scale and chain rate of the Chinese catering market continue to rise. In 2023, the national catering revenue reached 5.3 trillion yuan, and the chain rate increased from 12% in 2018 to 21%.
- The overseas Chinese population continues to grow, and the policy environment is favorable for catering enterprises to go global.
3. Current Status of Chinese Catering Going Global
- The scale of the overseas Chinese catering market is nearly 3 trillion yuan. Brands going global cover all catering tracks, with more than 100 brands, including hotpot, Chinese cuisine, tea drinks, and more.
- Hotpot and tea drink tracks have the largest number of brands and overseas stores. The first stop for going global is often Southeast Asia and North America. Some brands adopt localization strategies, and supply chains are developing towards global procurement, but most still rely on exports and local sourcing.
4. Segmented Track Analysis
- Hotpot: Went global earlier, mainly distributed in North America, Southeast Asia, and Australia, with a high degree of cultural popularity and market education basically completed.
- Freshly made beverages: Brands are accelerating their global expansion, with some having over a thousand overseas stores. The first stop is mostly Southeast Asia, and expansion models vary.
- Chinese cuisine: Sichuan cuisine and Beijing-Shandong cuisine are the main forces, mainly adopting direct operation mode, with most brands having fewer than 10 stores.
- Snacks and fast food: Many brands of Malatang/spicy hotpot have gone global, with North America often chosen as the first stop. Some brands have over 100 overseas stores, and operation models are diverse.
- Other tracks: Brands such as sauerkraut fish and desserts are also actively exploring overseas markets.
5. Overseas Market Analysis
- The global catering market is gradually recovering. China, the US, and Japan rank top three in catering market size, with North America leading in chain rate.
- The US Chinese food market has great potential, the Japanese market still has opportunities, Singapore has a high proportion of dining out, tourism provides opportunities for Chinese food to go global, Indonesia's catering market has great potential, Europe's catering market is less competitive, and the Middle East markets of Saudi Arabia and the UAE are growing rapidly.
6. Suggestions for Going Global
- Comply with laws and regulations of various countries, establish a sound overseas talent system and supply chain system. Brands going global face issues such as talent, laws and regulations, food safety, and supply chain. It is necessary to understand local policies, build a global supply chain, and respect local religious beliefs and customs.
