According to CRI, the sales revenue of Chinese fast food increased from CNY 65.2 billion in 2011 to CNY 103.6 billion in 2015 with the CAGR of 12.3%, which was higher than the growth rate of the catering industry and GDP in China during the corresponding period.
CRI research shows that Chinese fast food chain brands are classified into national ones such as Ajisen Ramen, Zhenkungfu, Lihua Fast Food and Yonghe King together with regional ones such as Old Uncle and duck blood and vermicelli soup. The market competition is intense due to the product homogeneity. According to CRI, the aggregate market share of top 5 enterprises in the Chinese fast food chain industry was about 14% with a concentration rate far lower than that of western one in China in 2015. Therefore, this industry is expected to experience a consolidation in the future.
The internal competition is intense in the Chinese fast food chain industry. Meanwhile, western fast food chain stores such as KFC and McDonald’s possess market advantages in China. Additionally, the Chinese fast food chain still faces challenges from low-end and mid-end single restaurants at stations and commercial centers with a large passenger volume together with difficulties including the standard production, training time for the kitchen staff and the brand popularity of enterprises compared to western leading ones.
Catering consumption concepts changes with the improvement of economy, livelihood, urbanization and the pace of life. Eating out becomes more frequent and reasonable with more selectivity. Therefore, requirements on consumption quality increase including brands, food safety, nutrition, health and short service time. Certain Chinese consumers prefer Chinese fast food to western one being single, deep-fried with high fat and calorie.