截至2024年底，超过60个中国餐饮品牌在东南亚开设了6100多家门店。东南亚餐饮业在2024年增长了4.6%，达到1329亿美元，约为中国餐饮业规模的17%。中国餐饮市场竞争激烈，2024上半年就有超过100万家餐饮企业倒闭，迫使许多企业寻求海外增长机会。东南亚因其文化和历史联系，以及消费者对新口味的接受度，成为中国餐饮品牌的热门目的地。报告深入分析了中国和东南亚餐饮业的状况、中国餐饮品牌的策略，以及生态系统参与者在东南亚餐饮市场中需要考虑的实际因素。

🌍 中国餐饮品牌出海东南亚：截至2024年底，超过60个中国餐饮品牌在东南亚开设了6100多家门店，反映了国内市场竞争的压力和海外扩张的趋势。

📈 东南亚餐饮市场潜力：2024年东南亚餐饮市场规模达到1329亿美元，虽然增速放缓，但仍对中国餐饮品牌具有吸引力，且各地市场成熟度和发展阶段各异，为品牌提供了多元选择。

🍜 中国餐饮在东南亚的策略：中国餐饮品牌不仅带来了美食，还带来了运营方法，如案例中“店小二”的品牌重塑，体现了中国餐饮品牌在海外市场的适应性和创新性。

🤝 实际运营考量：报告提出了进入东南亚市场的四个实际考虑因素，包括选择合适的运营模式、合作伙伴，以及供应链和成本结构的考量，强调了因地制宜的重要性。

More than 60 Chinese F&B brands have established over 6,100 outlets in Southeast Asia as of 31 December 2024. 

According to Momentum Works estimates, Southeast Asia’s F&B industry has grown 4.6% to US$132.9 billion in 2024, which is about 17% the size of F&B industry of China.

This wave of expansion reflects the challenges Chinese F&B players face in their domestic market. Known for its intense competition, the Chinese F&B market saw over 1 million F&B businesses shutting down within just the first half of 2024 – a 70% increase from 2023. 

Such a cutthroat environment has forced many F&B ecosystem players to look beyond the domestic market for growth opportunities with Southeast Asia emerging as a hot destination for many Chinese brands.   

Today, we are happy to release Momentum Work’s Chinese F&B in Southeast Asia 2025 report. This report offers in-depth insights into the F&B landscapes of both China and Southeast Asia, strategies of Chinese F&B brands and practical considerations for ecosystem players navigating the dynamic Southeast Asia F&B landscape.

Find out the above insights, and more by purchasing the Chinese F&B in Southeast Asia 2025 report, available at US$42.95. 

You can download the full report here.

The 45-page report covers the following sections:

1. Introduction
   • In recent years, we start to see Chinese F&B brands everywhere
   • Southeast Asia is a particularly hot destination for Chinese F&B brands
   • SG & MY host most Chinese F&B brands, while ID and VN have most outlets
     
2. Involuted F&B landscape in China
   • F&B in China has evolved into a complex ecosystem
   • F&B market in China totalled US$ 748 billion in 2023, 5.6 times that of Southeast Asia
   • China’s F&B industry is cutthroat competitive
   • Constantly shifting trends & consumer preferences make it harder for brands to stay popular 
   • 2024 is particularly tough for many F&B brands
   • Players need to develop competitiveness in five key areas to survive and win
   • There is a strong desire in Chinese F&B to expand overseas a.k.a chuhai (出海)

3. F&B landscape in SEA
   • Although growth is moderating in 2024, SEA’s F&B market is attractive to Chinese players
   • Southeast Asia’s F&B markets are very varied in maturity and stages of development
   • Top F&B groups in Southeast Asia have been profitable
   • Many SEA F&B brands have expanded outside their home turf
   • Chinese style cuisines have cultural and historical links in Southeast Asia
   • SEA consumers are increasingly receptive to new Chinese F&B tastes/cuisine types

4. Chinese F&B methodology in SEA: a case study
   • Chinese F&B brands bring not only food, but also their methodologies
   • Case study: Dian Xiao Er’s rebranding reflects methodologies used by Chinese F&B

5. Practical considerations
   • Four practical considerations for F&B businesses entering Southeast Asia
   • There are four main operating models, pick the most suitable one
   • F&B brands have deployed different operating models in different SEA markets
   • Choosing the right partner to work with for each market
   • Supply chain considerations
   • Overall F&B cost structure differ amongst SEA countries and with China
   • Perspective from the POP-Leadership lens

6. Conclusion – will Chinese F&B succeed in Southeast Asia?
   

Some highlights of the report:

Get your copy here!

The post [New report] Chinese F&B brands opened 6,100+ outlets in Southeast Asia first appeared on The Low Down - Momentum Works.