2007 Annual Report on China’s Fast Food Industry

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

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