Chinese food goes overseas to "PlayerUnknown's Battlegrounds", the overseas Chinese food market is still huge

The overseas epidemic is still continuing.
For the fourth wave of Chinese food companies going overseas, only if they survive and stay at the poker table can they have a chance to win.

When Chinese food set off the fourth wave of going out to sea, well-known catering brands such as Haidilao, Meizhou Dongpo, Dadong, Naixue’s Tea, Xicha, Zhangliang Mala Tang, Xiaolongkan, Dalongyi, Qingfeng Baozipu, etc.
Out of the country.

Take Zhang Liang Mala Tang as an example.

Its exploration of the sea began in March 2016, and in just two years, Zhang Liang Mala Tang opened five branches in Japan, which set off a whirlwind in Tokyo.
No two.

After the successful test of the Japanese market, in January 2019, Zhang Liang Mala Tang officially launched the long-planned overseas expansion strategy.

With the trust of franchisees, the charm of the product itself, and the vast overseas catering soil, it quickly became popular in overseas markets.

The experience of going out to sea and going red, Zhang Liang's Mala Tang is also the image of the vast number of Chinese food brands in the fourth wave of Chinese food going out to sea.

01The Chinese market behind Chinese food going overseas

01The Chinese market behind Chinese food going overseas

Most Chinese restaurants go to sea, and the first place to settle in the site selection is Chinatown, a gathering place for Chinese.

Take New York in the United States as an example.

The Paper previously captured data from the international review websites Yelp and NYC open data (see the picture below).
The Chinese-American gathering places in New York are mainly divided into three major districts-Lower Manhattan and Fara, Queens.
Sheng and Brooklyn Sunset Park are both popular choices for Chinese restaurants.

Da Dong’s overseas store is located in Manhattan.

On the one hand, it can meet the daily banquet needs of the core business district, and on the other hand, it can radiate to core attractions such as Times Square and Bryant Park, attracting tourists to eat, and Zhang Liang is spicy.
The store in New York is located in Flushing, Queens.
After all, every Chinese in New York will come to Flushing to report that the level of living services, entertainment and catering is basically the same as in China.

The same is true in Sydney, Australia.

Currently, Zhang Liang Mala Tang has two stores in Sydney, one in Haymarket and the other in Burwood, both in areas with a high concentration of Chinese.

Burwood's Zhang Liang Mala Tang store is adjacent to major shopping centers and gathers cuisines from all over the world.
With the strong brand effect and unique taste established in China, it has attracted a large number of Chinese and young people from all over the world to check in.

The choice of Chinese food locations to open stores in areas where Chinese people gather is nothing more than to target the customers of overseas stores first to the Chinese.

Everyone is Chinese, and the language barrier and eating habits will be relatively small; on the other hand, some Chinese food Companies also hope to learn about the overseas Chinese restaurant market by testing the waters in Chinatown.

Indeed, the increasing popularity of Chinese cuisine overseas is inseparable from the "assist" of the Chinese.

Zhang Liang Mala Tang's overseas store data also confirms this point.

Zhang Liang Mala Tang’s overseas business department manager Qu Man told Red Meal.

com, “70% of the customers of our overseas stores are Chinese, 20% are Southeast Asian customers, and 10% are customers of different races.
”

When most of the customers are Chinese, the layout of Zhang Liang Mala Tang's overseas stores is full of Chinese content.

"In order to ensure the taste of Mala Tang, which can better satisfy the Chinese stomach of Chinese people, the soup base of Mala Tang in overseas stores is sourced from China, and the product structure of the ingredients in the store is 70% the same as that of domestic stores.

, And the other 30% is determined based on some local specialties or taste habits, all of which are purchased locally by overseas stores.
"

However, there are certain differences between Chinese eating and consumption habits and foreigners.
For example, most foreigners do not eat offal.
How to take into account the consumption habits of customers of other ethnic groups other than the Chinese in overseas stores, so that the dining experience of the store can be changed.
More smoothly, it is also a problem that Chinese restaurants face when going overseas.

For example, Zhang Liang Mala Tang's overseas stores still use the domestic DIY weighing method.
The Chinese accept it very smoothly.
After all, domestic stores operate in this way; but foreigners need time to educate the brand.

Although Zhang Liang Mala Tang’s overseas stores have clear English content indicating how to do each step, we noticed that some foreigners still commented on TripAdvisor saying that it took them 5 minutes to figure out DIY weighing The way of pricing.

When asked how Zhang Liang Mala Tang is localized overseas, Qu Man said that he is already doing some measures that are different from those in China.
For example, he will give warm tips for customers of different races and tell them.
How to choose, how to check out, etc.
; the store's decorative signs and light boxes are also in addition to Chinese and English, and Japanese and Korean are added, combined with their own brand elements, and some creative combinations have been made; for vegan requirements and small flavors Different preferences, and some adjustments are also made adaptively.

02Overseas Chinese Restaurant "PUBG Mobile"

02Overseas Chinese Restaurant "PUBG Mobile"

Today, the new crown epidemic has hit the global catering industry severely, and a group of Chinese restaurants going overseas are also facing difficulties.

Although the domestic epidemic has been basically brought under control, the epidemics in different overseas countries and regions have experienced ups and downs.
In addition, many countries have successively introduced more stringent lockdown measures due to mutated cases of new coronavirus infection, which has left many overseas Chinese restaurants still in dire straits.

Before the outbreak of the epidemic, Zhang Liang's Mala Tang has expanded to 19 overseas stores, but at the beginning of 2020, it was hit hard by the epidemic.

Taking the North American market as an example, as the epidemic prevention and control situation is still severe, Zhang Liang's Mala Tang stores in New York, USA and Toronto, Canada are still mainly relying on takeaway business to maintain the operation of the stores.

In order to help franchisees survive the cold winter of the epidemic, Zhang Liang Mala Tang also spent more than 35 million yuan to reduce the franchise fees of 5,089 stores worldwide (reduction for one year in Hubei Province, and half a year for 19 stores in other provinces and overseas).

In addition to reducing the franchise fee, Zhang Liang Mala Tang also helps franchisees in overseas stores build online takeaway businesses, hoping that franchisees will have one more leg to walk in addition to the store's business.

In terms of online take-out business, Zhang Liang Mala Tang provides franchisees with a full set of material libraries, which are free for them to use, and provides assistance in decoration vision, product classification and package design for franchisees’ take-out shops.
A dedicated network specialist provides one-to-one guidance, and teaches them how to use packaging materials, how to design activities, and how to set prices.

It is understood that among the current overseas stores of Zhang Liang Mala Tang, Singapore and Australia have recovered relatively well.
The first store in Singapore is now the business is booming every day.

"The stores in Sydney, Brisbane and Canberra in Australia were opened relatively early after the epidemic.
Although there were phased lockdowns or dine-in is not allowed, the overall recovery is still very good.
Stores in Australia Business has recovered to 90% of its pre-epidemic status.
"

03 Live, stay at the poker table

03 Live, stay at the poker table

In December last year, the National Food and Beverage Association of the United States released a data.
Since March, a total of 110,000 restaurants in the United States have been forced to close, of which approximately 17% have been permanently closed.

However, Chinese restaurants in the United States, under the attack of the new crown epidemic and racial prejudice, are even more difficult to survive.
Earlier news broke that Din Tai Fung, a well-known Chinese restaurant chain, had closed its stores in New York, Macau, and Australia, or went into bankruptcy and liquidation.

The epidemic has really dealt a fatal blow to many overseas Chinese restaurants, but it has not dispelled the enthusiasm of some Chinese food companies to go overseas.

In her communication with Qu Man, she has always emphasized that Zhang Liang Malatang insists on going to sea steadily and will not terminate its plan to expand overseas stores even if there is an epidemic.

"Despite being hit hard by the epidemic last year and slowing down in franchise expansion, there are still many overseas partners who are looking forward to our brand.
In the future, Zhang Liang Malatang hopes to continue to expand the number of overseas stores to 500 in three years.
Home.
"

There is a saying in the investment community that stay in the game is more important than win the game, that is, to live and stay at the poker table.
This sentence is also appropriate for today's overseas Chinese food market.
For Chinese food companies going overseas, only by staying at the poker table can they have the possibility to play and finally have the chance to win.

In the long run, the impact of the epidemic is ultimately limited.
The overseas Chinese food market is still huge, and Chinese food companies still have a lot to do.
As for how to do it, you need to think about the following three questions:

1) Strictly selecting partners and going overseas with light assets is a good path

1) Strictly selecting partners and going overseas with light assets is a good path

Haidilao, the hotpot in China, has a modest expansion in overseas.
The overseas stores are all directly-operated stores.
This also means that it needs to send employees overseas or recruit employees locally.
According to Haidilao’s 2020 mid-year report, Haidilao has With 6918 employees in Hong Kong, Macau, Taiwan and overseas, there is a huge management problem hidden behind this.

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