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中國(guó)經(jīng)濟(jì)仍未走出消費(fèi)低迷。根據(jù)國(guó)家統(tǒng)計(jì)局?jǐn)?shù)據(jù),2024年中國(guó)社會(huì)消費(fèi)品零售額增長(zhǎng)了3.5%,低于當(dāng)年5%的經(jīng)濟(jì)增長(zhǎng)。
百勝中國(guó)旗下坐擁肯德基和必勝客,門(mén)店逾1.6萬(wàn)家,卻在更具挑戰(zhàn)性的市場(chǎng)環(huán)境中實(shí)現(xiàn)了增長(zhǎng)。百勝中國(guó)在《財(cái)富》美國(guó)500強(qiáng)排名第368位,2024年直營(yíng)店和加盟店的銷售額均實(shí)現(xiàn)了5%的增長(zhǎng),超過(guò)全行業(yè)平均水平。2月6日,公司公布亮眼的季度業(yè)績(jī)并宣布增加股息后,百勝中國(guó)股票在紐約市場(chǎng)上漲了9.1%。
首席執(zhí)行官屈翠容在跟分析師交流的電話財(cái)報(bào)會(huì)議上分析了公司成功原因,提出肯悅咖啡和必勝客WOW是兩大“突破性模式”。
肯悅咖啡是百勝中國(guó)旗下開(kāi)在肯德基門(mén)店里的平價(jià)咖啡連鎖品牌。2022年推出以來(lái),該咖啡連鎖在中國(guó)的版圖不斷擴(kuò)大。7月,百勝中國(guó)在杭州開(kāi)設(shè)了第200家肯悅咖啡門(mén)店;此后門(mén)店數(shù)量增至三倍多,目前在全國(guó)已有700家。
現(xiàn)下中國(guó)消費(fèi)者更熱衷瑞幸和庫(kù)迪等平價(jià)咖啡連鎖店。這些品牌的咖啡價(jià)格親民,而且往往更符合中國(guó)人口味,星巴克在中國(guó)的業(yè)務(wù)已受到明顯沖擊,上季度星巴克在華營(yíng)收同比下降了 7%。
去年5月百勝中國(guó)推出了必勝客WOW,為價(jià)格敏感的顧客提供分量更小也更實(shí)惠的餐食,其中一款意式香腸披薩僅售29元(約合4美元)。“這種門(mén)店更多面向單人顧客,有點(diǎn)像西班牙式小盤(pán)菜,”9 月初一位發(fā)言人告訴路透社(Reuters)。
目前公司在中國(guó)的必勝客WOW有200多家。屈翠容告訴分析師,低成本模式在中國(guó)下沉市場(chǎng)“非常有前景”,不過(guò)代理首席財(cái)務(wù)官丁曉表示,該模式“發(fā)展成熟”仍需時(shí)間。
百勝中國(guó)躋身《財(cái)富》美國(guó)500強(qiáng)
2024年四季度百勝中國(guó)收入為26億美元,年收入達(dá)到113億美元,創(chuàng)下2016年拆分以來(lái)最高紀(jì)錄。
百勝中國(guó)在《財(cái)富》美國(guó)500強(qiáng)中排名第368位,該榜單按收入對(duì)美國(guó)大型企業(yè)排名。與Coupang和拉斯維加斯金沙集團(tuán)(Las Vegas Sands)一樣,百勝中國(guó)是少數(shù)幾家?guī)缀跞繝I(yíng)收都在美國(guó)以外地區(qū)的上榜企業(yè)之一。
百勝中國(guó)在中國(guó)經(jīng)營(yíng)肯德基、必勝客等快餐店。2016年,總部位于美國(guó)的百勝餐飲集團(tuán)將中國(guó)業(yè)務(wù)剝離出來(lái),成立了百勝中國(guó)。(去年百勝餐飲集團(tuán)差點(diǎn)就登上《財(cái)富》美國(guó)500強(qiáng),排名第501位。)
百勝中國(guó)公布本季度凈收入1.15億美元,同比增長(zhǎng)18%,年利潤(rùn)為9.11億美元。
2024年,百勝中國(guó)的門(mén)店數(shù)量(包括加盟店)增加了1751家,在中國(guó)門(mén)店總數(shù)達(dá)到16395家。上周四百勝中國(guó)表示,希望2026年門(mén)店能達(dá)到2萬(wàn)家。
消費(fèi)下滑
中國(guó)消費(fèi)低迷在各領(lǐng)域并不均衡。由于中國(guó)本土產(chǎn)品質(zhì)量日益提升且價(jià)格更親民,中國(guó)消費(fèi)者越來(lái)越傾向于購(gòu)買(mǎi)國(guó)貨,因此外國(guó)品牌受到?jīng)_擊尤為嚴(yán)重。星巴克、雅詩(shī)蘭黛和耐克都宣布中國(guó)市場(chǎng)銷售額走低。
從某種程度上說(shuō),百勝中國(guó)通過(guò)積極本土化才避免了下滑。如今百勝中國(guó)銷售的產(chǎn)品更符合當(dāng)?shù)乜谖?,比如肯悅咖啡推出的“蛋撻臟咖啡”,還有慶祝中國(guó)春節(jié)的開(kāi)心果餡披薩。
經(jīng)濟(jì)學(xué)家指出,中國(guó)消費(fèi)市場(chǎng)還有個(gè)不同點(diǎn),即相對(duì)于上海和北京等大城市,小城市逐漸成為消費(fèi)熱點(diǎn)。
“仍然有很多機(jī)會(huì)擴(kuò)大業(yè)務(wù)……去二三四線城市,”屈翠容告訴分析師。
去年年末,中國(guó)政府表示將出臺(tái)更多措施刺激消費(fèi)以推動(dòng)經(jīng)濟(jì)發(fā)展,例如消費(fèi)電子產(chǎn)品和家電以舊換新,股市也應(yīng)聲上漲。然而中國(guó)經(jīng)濟(jì)仍面臨種種不利因素,例如房地產(chǎn)危機(jī)持續(xù)和特朗普政府新關(guān)稅政策等等。(財(cái)富中文網(wǎng))
譯者:梁宇
審校:夏林
中國(guó)經(jīng)濟(jì)仍未走出消費(fèi)低迷。根據(jù)國(guó)家統(tǒng)計(jì)局?jǐn)?shù)據(jù),2024年中國(guó)社會(huì)消費(fèi)品零售額增長(zhǎng)了3.5%,低于當(dāng)年5%的經(jīng)濟(jì)增長(zhǎng)。
百勝中國(guó)旗下坐擁肯德基和必勝客,門(mén)店逾1.6萬(wàn)家,卻在更具挑戰(zhàn)性的市場(chǎng)環(huán)境中實(shí)現(xiàn)了增長(zhǎng)。百勝中國(guó)在《財(cái)富》美國(guó)500強(qiáng)排名第368位,2024年直營(yíng)店和加盟店的銷售額均實(shí)現(xiàn)了5%的增長(zhǎng),超過(guò)全行業(yè)平均水平。2月6日,公司公布亮眼的季度業(yè)績(jī)并宣布增加股息后,百勝中國(guó)股票在紐約市場(chǎng)上漲了9.1%。
首席執(zhí)行官屈翠容在跟分析師交流的電話財(cái)報(bào)會(huì)議上分析了公司成功原因,提出肯悅咖啡和必勝客WOW是兩大“突破性模式”。
肯悅咖啡是百勝中國(guó)旗下開(kāi)在肯德基門(mén)店里的平價(jià)咖啡連鎖品牌。2022年推出以來(lái),該咖啡連鎖在中國(guó)的版圖不斷擴(kuò)大。7月,百勝中國(guó)在杭州開(kāi)設(shè)了第200家肯悅咖啡門(mén)店;此后門(mén)店數(shù)量增至三倍多,目前在全國(guó)已有700家。
現(xiàn)下中國(guó)消費(fèi)者更熱衷瑞幸和庫(kù)迪等平價(jià)咖啡連鎖店。這些品牌的咖啡價(jià)格親民,而且往往更符合中國(guó)人口味,星巴克在中國(guó)的業(yè)務(wù)已受到明顯沖擊,上季度星巴克在華營(yíng)收同比下降了 7%。
去年5月百勝中國(guó)推出了必勝客WOW,為價(jià)格敏感的顧客提供分量更小也更實(shí)惠的餐食,其中一款意式香腸披薩僅售29元(約合4美元)?!斑@種門(mén)店更多面向單人顧客,有點(diǎn)像西班牙式小盤(pán)菜,”9 月初一位發(fā)言人告訴路透社(Reuters)。
目前公司在中國(guó)的必勝客WOW有200多家。屈翠容告訴分析師,低成本模式在中國(guó)下沉市場(chǎng)“非常有前景”,不過(guò)代理首席財(cái)務(wù)官丁曉表示,該模式“發(fā)展成熟”仍需時(shí)間。
百勝中國(guó)躋身《財(cái)富》美國(guó)500強(qiáng)
2024年四季度百勝中國(guó)收入為26億美元,年收入達(dá)到113億美元,創(chuàng)下2016年拆分以來(lái)最高紀(jì)錄。
百勝中國(guó)在《財(cái)富》美國(guó)500強(qiáng)中排名第368位,該榜單按收入對(duì)美國(guó)大型企業(yè)排名。與Coupang和拉斯維加斯金沙集團(tuán)(Las Vegas Sands)一樣,百勝中國(guó)是少數(shù)幾家?guī)缀跞繝I(yíng)收都在美國(guó)以外地區(qū)的上榜企業(yè)之一。
百勝中國(guó)在中國(guó)經(jīng)營(yíng)肯德基、必勝客等快餐店。2016年,總部位于美國(guó)的百勝餐飲集團(tuán)將中國(guó)業(yè)務(wù)剝離出來(lái),成立了百勝中國(guó)。(去年百勝餐飲集團(tuán)差點(diǎn)就登上《財(cái)富》美國(guó)500強(qiáng),排名第501位。)
百勝中國(guó)公布本季度凈收入1.15億美元,同比增長(zhǎng)18%,年利潤(rùn)為9.11億美元。
2024年,百勝中國(guó)的門(mén)店數(shù)量(包括加盟店)增加了1751家,在中國(guó)門(mén)店總數(shù)達(dá)到16395家。上周四百勝中國(guó)表示,希望2026年門(mén)店能達(dá)到2萬(wàn)家。
消費(fèi)下滑
中國(guó)消費(fèi)低迷在各領(lǐng)域并不均衡。由于中國(guó)本土產(chǎn)品質(zhì)量日益提升且價(jià)格更親民,中國(guó)消費(fèi)者越來(lái)越傾向于購(gòu)買(mǎi)國(guó)貨,因此外國(guó)品牌受到?jīng)_擊尤為嚴(yán)重。星巴克、雅詩(shī)蘭黛和耐克都宣布中國(guó)市場(chǎng)銷售額走低。
從某種程度上說(shuō),百勝中國(guó)通過(guò)積極本土化才避免了下滑。如今百勝中國(guó)銷售的產(chǎn)品更符合當(dāng)?shù)乜谖叮热缈蠍偪Х韧瞥龅摹暗皳榕K咖啡”,還有慶祝中國(guó)春節(jié)的開(kāi)心果餡披薩。
經(jīng)濟(jì)學(xué)家指出,中國(guó)消費(fèi)市場(chǎng)還有個(gè)不同點(diǎn),即相對(duì)于上海和北京等大城市,小城市逐漸成為消費(fèi)熱點(diǎn)。
“仍然有很多機(jī)會(huì)擴(kuò)大業(yè)務(wù)……去二三四線城市,”屈翠容告訴分析師。
去年年末,中國(guó)政府表示將出臺(tái)更多措施刺激消費(fèi)以推動(dòng)經(jīng)濟(jì)發(fā)展,例如消費(fèi)電子產(chǎn)品和家電以舊換新,股市也應(yīng)聲上漲。然而中國(guó)經(jīng)濟(jì)仍面臨種種不利因素,例如房地產(chǎn)危機(jī)持續(xù)和特朗普政府新關(guān)稅政策等等。(財(cái)富中文網(wǎng))
譯者:梁宇
審校:夏林
China’s economy still can’t shake its consumption slump. Retail sales in China grew by 3.5% in 2024, lower than the headline growth rate of 5% for the year, according to data from the National Bureau of Statistics.
Yet Yum China, which operates over 16,000 stores, including Chinese outlets of Kentucky Fried Chicken and Pizza Hut outlets, is finding growth in a tougher market. The company, No. 368 on the Fortune 500, managed to grow sales across both its directly owned and franchised outlets by 5% in 2024, ahead of the broader industry. Yum China’s New York–traded shares jumped by 9.1% on Thursday, after the company reported resilient earnings and an increased dividend in its quarterly earnings.
CEO Joey Wat pointed to two “breakthrough models” in an earnings call with analysts on Thursday morning—Kcoffee and Pizza Hut WOW—to explain the company’s success.
The former is a cut-price coffee chain attached to Yum China’s KFC outlets. Since debuting the brand in 2022, Yum China has rapidly expanded the coffee chain’s footprint across China. In July, Yum China opened its 200th KCoffee branch in Hangzhou; that number has since more than tripled, with 700 outlets across the country.
Chinese consumers have flocked to cheap coffee chains like Luckin Coffee and Cotti Coffee. The affordable coffee, often tailored to Chinese tastes, has eroded Starbucks’ business in China, whose revenue from the country dropped 7% year on year last quarter.
Yum China launched Pizza Hut WOW in May, which offers smaller, more affordable servings for thrifty diners, including a pepperoni pizza for just 29 yuan ($4). “This kind of store is more for individuals, like a small plate of tapas,” a spokesperson told Reuters in early September.
The company now has over 200 WOW outlets across China. The lower-cost model is “very promising” for lower-tier cities in China, Wat told analysts on Thursday, yet acting CFO Adrian Ding cautioned that the model still needed time to “mature.”
Yum China on the Fortune 500
Yum China posted $2.6 billion in revenue for the final quarter of 2024, pushing its annual revenue to $11.3 billion, a record since the company’s spinoff in 2016.
Yum China is No. 368 on the Fortune 500, which ranks the U.S.’s largest companies by revenue. Yum China is one of a handful of companies on the ranking, alongside Coupang and Las Vegas Sands, that make almost all of their revenue outside of the U.S.
Yum China operates Kentucky Fried Chicken, Pizza Hut, and other fast-food outlets in China. U.S.-based Yum Brands spun off its China operations into a separate company in 2016, creating Yum China. (Yum Brands just missed the Fortune 500 last year, coming in at No. 501.)
The fast-food operator also posted $115 million in net income for the quarter, an 18% increase year on year. Annual profits came in at $911 million.
Yum China grew its store count (including those operated by franchisees) by 1,751 over 2024, bringing the total to 16,395 outlets across all of China. On Thursday, Yum China said it hoped to reach 20,000 stores by 2026.
Slumping consumption
China’s consumption slump hasn’t been felt equally across the economy. Foreign brands have been hit particularly hard, as Chinese shoppers shift toward domestic products that increasingly offer the same quality at a cheaper price. Starbucks, Estée Lauder, and Nike have all reported falling sales in the China market.
Yum China has, in part, avoided this fate through aggressive localization, selling products tailored to local tastes, like an “egg tart dirty coffee” or a pistachio-stuffed-crust pizza to celebrate Chinese New Year.
Another difference noted by economists is that smaller cities are now becoming hotspots of consumer activity, relative to major urban centers like Shanghai and Beijing.
“There’s still a lot of opportunity for us to expand the business…by going to lower-tier cities,” Wat told analysts on Thursday.
Chinese stocks rose late last year after Beijing signaled that it would offer more domestic stimulus, like a trade-in scheme for consumer electronics and home appliances, to jump-start the economy. Yet the economy still faces headwinds like a continued property crisis and new tariffs from the Trump administration.