2007 Annual Report on China’s Fast Food Industry

CONTENTS Chapter One Global fast food's development analysis 1
Section One Global fast food's development course 1
First, the historical backgrounds of the United States and Japan's fast food's development 1
Second, the economic condition that The United States and Japan's fast food realize the fast market expansion 2
Third, see the globalization trend from the marketing of the transnational fast food 6
Section Two Development trend of American fast food 13
First, American fast food withstand tests in 2006 13
Second, American fast food group aim at market of breakfast in 2006 15
Third, the scale prediction of American catering trade in 2007 16
Section Three Development of Japanese fast food 16
First, development of Japanese catering trade of 2006 16
Second, the giant of Japanese fast food expands the overseas market 17
Third, Japanese fast food market possesses strong development potentiality 18
Section Four Global development of Chinese-style fast food 19
First, Chinese-style fast food restaurant is expanded in U.S.A. rapidly 19
Second, the development that Chinese-style fast food is in the Southeast Asian 21
Third, the development that Chinese-style fast food is in the African 25 Chapter Two Development analysis of Chinese fast food 29
Section One Analysis of macroeconomy environmental 29
First, situation analysis of economical operation in 2006 29
Second, the main change and existing problem of economical operation of 2006 35
Third, basic tendency of economic policy of 2007 40
Fourth, China per capita GDP prediction in 2010 47
Section Two Development analysis of fast food trade of our country 48
First, current situation analysis of Chinese fast food 48
Second, current situation characteristic analysis of trade development 69
Third, chronicle of the development of Chinese fast food of 2006 74
Fourth, fast food's development have a bright future 77
Section Three Scale analysis of Chinese fast food 79
First, scale analysis of Chinese fast food 79
Second, scale of Chinese fast food exceed dinners far 82
Third, consumption situation of catering trade of 2007 festival 82
Fourth, the scale prediction of Chinese food and beverage will be in 2010 85
Section Four Management pattern analysis of Chinese fast food 89
First, main management mode of Chinese fast food 89
Second, franchise operation mode already become the mainstream mode of fast food 89
Section Five Chain performance analysis of Chinese fast food 94
First, Chinese food and beverage chain operation step into at a high speed rise period 94
Second, eight major focus incidents retrospect of chain catering trade of 2006 126
Third, the high growth of China's chain food and beverage initiate upsurge of risk investment in 2006 132
Fourth, the advantage analysis that fast food of our country develops franchise operation 140
Fifth, reason analysis of chain management of fast food enterprises 147
Sixth, the standard view and listing view of Chinese food and beverage chain enterprises 154
Seventh, " Commercial franchise operation management rule " will begin to implement in 2007 156
Eighth, the prediction of development of chain food and beverage in 2007 158
Section Six Subject problem that the Chinese fast food exists while developing 162 Chapter Three Chinese fast food market analysis 166
Section One Whole state of Chinese food and beverage market 166
First, running situation analysis of food and beverage market 166
Second, main characteristic analysis of food and beverage market 172
Third, national whole development of catering trade of 2006 176
Fourth, enterprise's prosperous index of accommodation and catering trade of 2006 178
Section Two The supply and demand analysis of Chinese fast food market 179
First, market segments of Chinese catering trade 179
Second, supplier's analysis of Chinese fast food market 182
Third, traveller structural analysis of Chinese fast food market 183
Section Three Consumption characteristic analysis of Chinese fast food market 183
First, frequency analysis of fast food consumption 183
Second, the comparion and analysis of consumption type and time of main urban fast food 184
Third, comparion and analysis of consumption type and time of fast food of every age bracket 185
Fourth, main factor when choose fast food considered 187
Section Four The competition situation and competitive strategy of Chinese fast food market 188
First, competition situation analysis of market 188
Second, market orientation 189
Third, marketing orient tactics 189
Fourth, marketing combination tactics 191
Fifth, the domestic catering trade will demand urgently to construct the key competitiveness in 2006 203
Sixth, Chinese-style food and beverage of Hong Kong strike back the foreign fast food in the hinterland of 2006 207 Chapter Four Current situation of fast food market of main urban in China 211
Section One Current situation of Beijing fast food market 211
First, natural environment 211
Second, area and administrative division 211
Third, population and nationality 213
Fourth, resident's consumption level 214
Fifth, the economic growth of Beijing realize the historical break-through in 2006 214
Sixth, 34,000 food and beverage enterprises in Beijing include in differentiated control in 2006 215
Seventh, the greatest opportunity of Western-style food industry in the capital of 2008 216
Eighth, Beijing Chinese-style fast food trade market's research report 221
Ninth, entrance tactics analysis of Beijing food and beverage market 235
Section Two Current situation of Shanghai fast food market 242
First, natural environment 242
Second, area and administrative division 244
Third, population 245
Fourth, industrial structure 249
Fifth, national economy development analysis in Shanghai of 2006 251
Sixth, overview of catering trade of Shanghai of 2006 256
Seventh, the investigation and analysis of Shanghai fast food market 261
Eighth, tactics that new developing fast food enterprises enter the market of Shanghai 266
Section Three Current situation of Guangzhou fast food market 272
First, natural environment 273
Second, area and administrative division 273
Third, overview of Guangzhou catering trade of 2006 276
Fourth, market pattern of Guangzhou food and beverage 279
Fifth, market share analysis of Guangdong fast food 281
Section Four Current situation of Shenzhen fast food market 283
First, natural environment 283
Second, population and nationality 283
Third, economic growth 284
Fourth, industrial structure 291
Fifth, basic facilities construction 293
Sixth, consumption level of resident 295
Seventh, overview of catering trade of Shenzhen 295
Eighth, pattern of Shenzhen food and beverage market 299
Ninth, the delivery food and beverage market of Shenzhen is potential and space is enormous broadly 301
Section Five Development of fast food market of other provinces and cities in 2006 301
First, Nanjing 301
Second, Sichuan 302
Third, Tianjin 304
Fourth, Hubei 305
Fifth, Chongqing 306
Sixth, Shanxi 307
Seventh, Ningbo 308 Chapter Five Analysis of Chinese fast food enterprises 309
Section One Analysis of 100 tops of food and beverage enterprises of our country of 2005 309
First, enterprise's operation analysis of 100 tops 309
Second, enterprise's ownership property analysis of 100 tops 314
Third, development analysis of 100 tops 314
Fourth, leading enterprise's analysis of Chinese fast food 315
Fifth, enterprise's turnover growth rate analysis of 100 tops 318
Sixth, enterprise's chain operation analysis of 100 tops 320
Seventh, existing problem and trend 320
Section Two Investigation result analysis to fast food enterprises 321
First, management mainstay of fast food market 321
Second, enterprise's ownership form of fast food 322
Third, colony of target consumer of different fast food variety 322
Fourth, operation type of fast food enterprise 323
Fifth, management mode of fast food enterprises 323
Sixth, quantity distribution of franchising store of fast food chain operation 323
Seventh, capital cost of fast food chain enterprises 324
Eighth, the main area distribution of franchising store of fast food chain enterprise 324
Ninth, day sales amount of fast food enterprise 325
Tenth, production system which fast food enterprises adopt 325
Eleventh, the main operation mode of fast food enterprises 325
Section Three The current situations of development of Chinese-style fast food enterprises 326
First, SWOT analysis of Chinese-style fast food 326
Second, Chinese-style fast food --Welcome brand era 334
Third, discuss the management and administration of the Chinese-style fast food restaurant lightly 348
Fourth,the three ridges of development of Chinese-style fast food 354
Fifth, Chinese-style fast food: Chain and informationization need to move ahead simultaneously 362
Sixth, talk about the green marketing strategies of Chinese-style fast food enterprises 369
Seventh, competitive strategy of Chinese-style fast food of Olympic Games of Beijing of 2008 375
Eighth, Chinese-style fast food enterprise's development tactics analysis 378
Section Four The current situations of the development of Western-style fast food enterprises 386
First, the Western-style fast food giant misplaces the competition avoids the hard fighting 386
Second, the car restaurant becomes new focuses of market competition of foreign fast food 387
Section Five management mode compare of Chinese and Western fast food 388
First, Western-style fast food 388
Second, Chinese-style fast food 390
Third, Western-style fast food compare with Chinese-style fast food 392
Fourth, competition situation of foreign and China 393
Fifth, think 395 Chapter Six Case analysis of fast food enterprises 398
Section One The enlightenment that Kentucky’s experience to promote the modernization development of catering trade of our country 398
First, basic situation that Kentucky enter into China 398
Second, development experience in China of Kentucky 398
Third, enlightenment of Kentucky experience 405
Section Two Case analysis of Chinese-Western fast food of success enterprises 408
First, franchise operation in China of McDonald 408
Second, Three great strategy of Dico’s achieve the third brands of Western-style fast food 412
Third, Ma Lan's hand-pulled noodles -- Jack the beam of Chinese-style fast food 416
Fourth, successful case of Lihua fast food 418
Fifth, YonHo king - want to do the first shop of Chinese-style fast food 420
Sixth, DaNiang Dumpling pass by the course of development of starting an undertaking of ten years 420
Section Three The failure case analysis – the reviews of rise and fall of Red Kaoliang fast food 424 Chapter Seven Development trend of Chinese fast food trade 431
Section One Development trend of the domestic fast food after joining WTO 431
First, regard managing in quality as the foundation, strengthening the brand construction of food and beverage constantly 432
Second, regard brand as the tie, put forth effort to set up the chain store of food and beverage, take the scale road 436
Third, set up the system of business management of modern food and beverage 439
Section Two Development trend of Chinese fast food trade 443
First, the catering trade of our country is moving towards the pluralism and internationalization 443
Second, Chinese catering trade: Regard development and innovation as equally important 444
Third, the domestic fast food production should take the standardized and pecialized road 454
Fourth, experience and experience which the fast food of our country makes 459
Fifth, fast food development have met the unprecedented good opportunity 465
Section Three Enterprise's trends 472
First, two foreign fast food giant fight localization again of 2007 472
Second, McDonald argues strongly shops of thousands of Beijing Olympic Games year 473
Third, Burger King of the second largest fast food enterprise of U.S.A. marches into China's Mainland 475
Fourth, Lihua march into the commercial market in 2007 475
Fifth, Lihua fast food service introduce GPS in 2007 477
Sixth, J-KungFu will plan to guide the a hundred million yuan risk investment and work for the whole world to expand in 2007 478 Chapter Eight Development tactics of Chinese fast food 480
Section One Marketing tactics of fast food 480
First, content of the fast food marketing 480
Second, discuss the marketing means of food and beverage enterprise simply 482
Third, marketing tactics of fast food trade 489
Section Two Way of development of the Chinese-style fast food chain of our country 493
First, development course of Chinese-style chain fast food of our country 494
Second, SWOT analysis of Chinese-style fast food chain of our country 496
Third, way of development of Chinese-style fast food chain of our country 500
Section Three Choice of regional characteristic and strategic mode of Chinese-style fast food market 504
First, Chinese fast food from tradition moved towards modern 504
Second, several kinds of pattern analysis in the fast food explores at present 507
Third, regional characteristic of market determine the choice of the strategic mode 512
Fourth, the large market could be pregnant with the big brand 514 CHART CONTENTS
Chart: Several economic indicator of U.S.A. in the fifties and sixties 3
Chart: Several economic indicator of Japan in the seventies and eighties 3
Chart: Distribution in every industry of U.S.A.'s gross domestic product 4
Chart: Distribution in every industry of American and Japanese employment proportion 4
Chart:The Engel coefficient that U.S.A. in the developing period of fast food 5
Chart: Gross domestic product in the fourth quarter of 2006 29
Chart: GDP variation tendency in 2002-2006 31
Chart: Quarters accumulative growth rate of three industry of 2002-2006 31
Chart: The current development situations of fast food enterprises 48
Chart: Fast food’s turnover of unit's area of each square meter 50
Chart: The legal person's enterprise count of above-norm of wholesale business and retail business, accommodation and catering trade of every area in 2005 53
Chart: The industry activity enterprise count of above-norm wholesale business and retail business, accommodation and catering trade of every area in 2005 54
Chart: The employees of above-norm wholesale business and retail business, accommodation and catering trade of every area in 2005 55
Chart: Assets and debt of above-norm catering enterprise which divide according to the type of registering and the trade in 2005 56
Chart: Operation of above-norm catering trade of every area of 2005 58
Chart: Assets and debt of above-norm catering enterprise of every area of 2005 59
Chart: The main financial index of above-norm catering enterprise which divide according to the type of registering and the trade in 2005 60
Chart: The main financial index of above-norm catering in every area of 2005 enterprise 62
Chart: Wooden chopsticks export divide by customs in January - December of 2006 63
Chart: The compare of export of disposable chopsticks divide by trade way in January- December of 2006 and 2005 63
Chart: The compare of disposable chopsticks export in January- December of 2006 and 2005 dividing by customs 64
Chart: The compare of disposable chopsticks export in January- December of 2006 and 2005 dividing by country 65
Chart: The Stat. of disposable chopsticks export in January- December of 2006 dividing by trade way 67
Chart: The Stat. of disposable chopsticks export in January- December of 2006 dividing by transportation way 68
Chart:The Stat. of bamboo chopsticks export in January- December of 2006 dividing by transportation way 68
Chart:The Stat. of bamboo chopsticks export in January- December of 2006 dividing by custom 68
Chart: Basic situation of above-norm chain food and beverage enterprise of 2005 which divide according to register type (1) 95
Chart: Basic situation of above-norm chain food and beverage enterprise of 2005 which divide according to register type (2) 97
Chart: Basic situation of above-norm chain food and beverage enterprise of 2005 which divide according to operation type 98
Chart: The home-delivery center count of above-norm chain food and beverage enterprise of every area of 2005 (divide according to operation state) 100
Chart: The business income of above-norm chain food and beverage enterprise of every area of 2005 (divide according to operation state) (1) 101
Chart: The business income of above-norm chain food and beverage enterprise of every area of 2005 (divide according to operation state) (2) 103
Chart: The shop counts of above-norm chain food and beverage enterprise of every area of 2005 (divide according to operation state) (1) 104
Chart: The shop counts of above-norm chain food and beverage enterprise of every area of 2005 (divide according to operation state) (2) 105
Chart: The group counts of above-norm chain food and beverage enterprise of every area of 2005 (divide according to operation state) 106
Chart: The busic situation of above-norm chain food and beverage enterprise of 2005 (divide according to operation state) (1) 107
Chart: The busic situation of above-norm chain food and beverage enterprise of 2005 (divide according to operation state) (2) 110
Chart: The busic situation of above-norm chain food and beverage enterprise of 2005 (divide according to registering type)(1) 111
Chart: The busic situation of above-norm chain food and beverage enterprise of 2005 (divide according to registering type)(2) 113
Chart: Situation of above-norm chain catering trade of 2005 (divide according to the type of registering) (3) 116
Chart: The busic situation of above-norm chain food and beverage enterprise of 2005 (divide according to registering type)(3) 118
Chart: The increase situation of quantity and sales amount of chain store of some chains of catering trade 120
Chart: The increases situation of providing and delivering volume of franchise operation of some enterprises of catering trade 121
Chart: The increases situation of train of some chain catering trade 121
Chart: Many brand operations of some enterprises of catering trade 121
Chart: Many brands of some enterprises and launching many brand operations of every profession of catering trade 122
Chart: Collection way of licence fee of some chains food and beverage enterprise 122
Chart: The collect situation of franchise operation earnest money of some chains catering trade 122
Chart: Situation of capital cost of single shop of franchise operation of food and beverage chain enterprise 123
Chart: The management mode of some enterprises of every profession of chain catering trade 123
Chart: The difficult point of franchise operation of catering trade 124
Chart: Subject problem that every profession and trade of catering trade pay close attention to 125
Chart: The development situation of representative enterprises of franchise operation of some food and beverage trade of 2004 126
Chart: Growth rate of catering trade and retail business 167
Chart: Retail sales and growth rate of catering trade of every month of 2005 168
Chart: The comparion of three regional development of catering trade of the whole country in 2005 169
Chart: The retail sales of catering trade of three regional of whole country during the State's Tenth Five-Year Plan period 169
Chart: The compositor of development of catering trade of the provinces and cities in the whole country in 2005 170
Chart: The compositor of development of catering trade of every urban in the whole country in 2005 171
Chart: Consumption change of per capita food and beverage of our country since " the Eighth Five-Year Plan Period " 173
Chart: The change of increasing contribution rate and spuring rate of catering trade in 1976-2005 175
Chart: The situation that retail sales of catering trade are "stepping hundred billion yuan step" 176
Chart: National total volume of retail sales of accommodation and catering trade in January - October of 2006 177
Chart: Increase compared with the same period of last year of accommodation and catering trade in the whole country in January - October of 2006 178
Chart: Enterprise's prosperous index of accommodation and catering trade of 2006 178
Chart: Subdividing trade classification of catering trade 180
Chart: The development of catering trade subdividing trade 182
Chart: The operation type of food and beverage trade 182
Chart: Favorite fast food kinds that people of different cities like 185
Chart: Time that more often have a snack in different cities 185
Chart: Proportion of the factor of more consideration at the time of choosing the fast food of the citizens of different cities 187
Chart: Meteorological state of Shanghai of 2005 243
Chart: Administrative division sketch map in Shanghai 244
Chart: Land area of every district, county of the end of 2005 245
Chart: Ratio chart of Shanghai men and women population of 2005 246
Chart: Birthrate, mortality and natural rate of growth in Shanghai of 2000-2005 247
Chart: Every district, household register population of the county and density of population of Shanghai of the end of 2005 248
Chart: Industry structure chart of Shanghai of 2005 249
Chart: Situation of consumption expenditure of the urbanite in Shanghai of 2006 256
Chart: The main financial index of above-norm catering trade in Shanghai of 2003-2005 257
Chart: The per capita diet expenditure outside of urbanite in Shanghai in 2005 (divide into groups according to income level) 258
Chart: Unit counts of catering trade of Shanghai in 1978-2005 258
Chart: The employees of catering trade of Shanghai in 1978-2005 259
Chart: Main financial index of above-norm catering trade of 2003-2005 259
Chart: Total value of catering trade of Shanghai in January - October of 2006 260
Chart: Staff's number of company in the office building of Shanghai is distributed like the form 267
Chart: The frequency that office building staff in Shanghai change fast food company 267
Chart: Consumer's satisfactory situation and complaining factor to the lunch of office building in Shanghai 268
Chart: The acception situation that office building consumers in Shanghai to the lunch of different prices 270
Chart: National economy major indicator of Guangzhou of 2003-2006 274
Chart: Salary of workers, urbanite's per capita receipts and expenditures of Guangzhou in December of 2006 275
Chart: Total volume of retail sales of catering trade of Guangdong in February of 2006 277
Chart: Total volume of retail sales of catering trade of Guangdong in March - October of 2006 278
Chart: The growth rate of value-added of wholesale and retail trade catering trade of Guangdong Province in every periods (%) 278
Chart: The increasing situation of wholesale and retail trade catering trade of Guangdong Province in 1979-2005 279
Chart: Main economic indicator of Shenzhen in December of 2006 289
Chart: Enterprise's list of 100 tops of Chinese food and beverage of 2005 310
Chart: Top 20 Chinese characteristic restaurant of 2005 312
Chart: Top 20 Chinese hot pot enterprises in 2005 313
Chart: Distribution in different states of enterprise's turnover of 100 tops of 2005 315
Chart: Top 20 Chinese fast food enterprises of 2005 316
Chart: Chinese fast food top ten brand enterprises in 2006 317
Chart: Chinese fast food brand enterprises in 2006 318
Chart: The Chinese fast food enterprises which have influence in 2006 318
Chart: The Chinese fast food enterprises which have growth most in 2006 318
Chart: The comparison of investment return of main operation mode 319
Chart: The comparison of advantages and inferior position of the fast food restaurant and convenience store 334
Chart: Marketing function of modern fast food company 491