【深度报道】为什么中国餐饮连锁品牌都在出海?海底捞、瑞幸咖啡、蜜雪冰城、霸王茶姬、快乐小羊、喜茶……怎么突然都到国外开店了？

Why are all Chinese F&B chain brands going overseas? Haidilao, Luckin Coffee, Mixue Ice City, Chagee, Happy Lamb, Heytea... Why are they all opening stores abroad?
海外华人一定都有这样的感受，这两年，在世界的各个角落，越来越多熟悉的中餐品牌正在海外登陆，从火锅到奶茶，从饺子到煎饼果子，中餐已经火遍全球。你能想象吗？这些我们习以为常的美食，正在成为全球流行的餐饮品类。
大规模的中餐出海是近几年才有的现象，在过去几十年，中餐虽然是华人移民的‘立身之本’，却始终徘徊在‘家庭小餐馆’的规模，这是为什么呢？
这次出海的品类是全方位立体化的，不仅有中档消费的火锅，还有麻辣烫、拉面、煎饼等轻食简餐，也有新荣记等高档餐饮。这几年席卷全国的咖啡茶饮等轻快连锁模式，不断研发适应本土的产品，借鉴国内已经成熟的开店模式，形成星火燎原之势。
当然，中餐出海并不是一帆风顺的，供应链、法律法规、本土化、人力资源等问题都存在挑战。但对于国内竞争激烈的中餐来说，连锁品牌出海不是要不要做的问题，而是怎么做的问题了。毕竟，国内餐饮高速扩张伴随高额利润的时代已经是过去，而企业要想有新的盈利增长点，就要开拓新的版图。
Overseas Chinese must have such feelings. In the past two years, more and more familiar Chinese food brands are landing overseas in every corner of the world. From hot pot to milk tea, from dumplings to pancakes, Chinese food has become popular all over the world. Can you imagine? These delicacies that we are accustomed to are becoming popular catering categories around the world.
The large-scale export of Chinese food to overseas markets is a phenomenon that has only occurred in recent years. In the past few decades, although Chinese food has been the "foundation" of Chinese immigrants, it has always hovered at the scale of "family restaurants". Why is this?
The categories of this export are all-round and three-dimensional. There are not only hot pot for mid-range consumption, but also light meals such as spicy hot pot, ramen, and pancakes, as well as high-end restaurants such as Xinrongji. In recent years, the light chain model of coffee and tea that has swept the country has continuously developed products that adapt to the local market, and has learned from the mature store opening model in China to form a trend of sparks and prairie fire.
Of course, the export of Chinese food to overseas markets is not smooth sailing. There are challenges in supply chain, laws and regulations, localization, human resources and other issues. However, for Chinese restaurants facing fierce competition in China, the question of chain brands going overseas is not whether to do it, but how to do it. After all, the era of rapid expansion of domestic catering accompanied by high profits is a thing of the past, and if companies want to have new profit growth points, they must open up new territories.