This document is the "2025 White Paper on Overseas Expansion of Chinese Restaurant Chain Brands" released by EO Intelligence. It mainly discusses various aspects of Chinese restaurant chain brands going overseas, including background, current situation, case studies, challenges and countermeasures, and future trends.
1. Background, Motivation, and Market Overview of Going Overseas: The overseas expansion of Chinese cuisine has evolved from mainly serving Chinese communities to targeting global consumers. Driven by policy support, overseas Chinese communities, and growing market demand, 2023 is regarded as the "first year of Chinese cuisine going global." East Asia is the main expansion region, and different regional markets have their own characteristics, such as North America having a mature supply chain but high entry barriers. Categories like hotpot and fast food are easier to go overseas due to their high degree of standardization.
2. Benchmark Case Analysis of Overseas Expansion: Taking Haidilao, Tan Yu, and Tanghuo Kungfu as examples, they have expanded overseas in different tracks using different strategies. Haidilao adopts a global layout, focusing on service and supply chain; Tan Yu combines online and offline approaches and adjusts dish flavors; Tanghuo Kungfu uses a China-Korea partnership model to localize talent and dishes.
3. Breakthrough Strategy Recommendations and Trend Forecasts: Chinese restaurant chain brands face issues such as tariffs, supply chain, and ingredient freshness when going overseas. Countermeasures include optimizing the supply chain and strengthening talent training. Future trends include hybrid service models, localized procurement and production, and digitalized management.
