1987165438+1October 12 The first KFC restaurant in China opened in front of Beijing. Thus began her development history in the most populous country in the world. 199210,1996100, 20041000, 2007 2000. By February 4, 2009, the number of KFC restaurants in China had reached more than 2,500. According to company executives, during the tenth five-year plan period, KFC will open 65,438+000 stores in China every year. I have to say that KFC has achieved great success in China. Many people think that the success of enterprises mainly depends on opportunities, or luck, but why do some enterprises always miss opportunities, while others can find opportunities and seize them to succeed? Admittedly, there are many factors that affect the performance of enterprises, but in the long run, the key to the success of enterprises lies in whether they can formulate strategies suitable for their own strength and environmental requirements and implement them effectively. With the acceleration of globalization and integration of the world economy and the intensification of international competition, this feature is becoming more and more obvious. We believe that the success of KFC in China is based on its professional strategic analysis, scientific strategic choice and effective strategic implementation. One of the most important but not negligible points is: one of KFC stores.

I. Timing and Location of Entering China1986 In late September, KFC began to consider how to enter the most populous China market and explore the huge potential contained in this huge market. Although the prospect is optimistic, many problems also make KFC decision makers feel headache and hesitation. For the world's largest chicken restaurant company, the current China market is completely unfamiliar: Can KFC's pure western flavor be accepted by China consumers? Developing China market requires not only technical resources, but also valuable management resources. Moreover, it is impossible to remit a large amount of hard currency profits from China, even at a moderate level. In order to enter the China market, the most important thing is to choose a specific investment location. And this has great uncertainty. When the situation was unclear, KFC decided to conduct a more comprehensive and thorough investigation on the China market. The first question is: Where should the first KFC store be located? This decision will have a great impact on future profits, further development in other parts of China and the determination to invest and manage resources. They investigated, analyzed and compared four cities in China: 1, Tianjin KFC.

Advantages: KFC has established a very friendly relationship with the Tianjin municipal government; In addition, Tianjin is one of the three municipalities directly under the Central Government (there were three at that time). Disadvantages: First of all, Tianjin lacks convenient food-fed broilers; Another problem is that western tourists usually don't visit the city. Finally, the most important thing is that the city does not have the image and influence needed for this grand plan. Advantages: The largest market in China and the most prosperous business center in China. The total industrial output value accounts for 1 1% of the whole country, and foreign trade exports account for 17% of the whole country, so it is one of the municipalities directly under the central government. Shanghai and the West have a long history of friendship. The obvious advantage of Shanghai is that it is easy to obtain sufficient supply of high-quality broilers here. Disadvantages: Its noise and pollution make tourists feel depressed. 3. Advantages of Shenzhen: It is a special economic zone, which has been given more autonomy in approving foreign-funded projects, reducing taxes and encouraging scientific and technological development. Western businessmen often patronize it, and it is also a good place for tourists to take a day trip from Hong Kong. Weaknesses: Away from the mainland. Household bucket

Advantages of Beijing: It is the political and cultural center of China. Beijing has a large foreign population and potential customers. Beijing is also the education center of China and the gathering place of institutions of higher learning. These factors have caused a large influx of population and people's intellectual enlightenment, which is extremely important for KFC's RMB sales; It is a tourist destination and will have stable foreign exchange income; If we start from Beijing, it will undoubtedly attract people's attention, and the approval of those in power is self-evident. This will help the further development of other cities in the future; Disadvantages: Choosing Beijing may be more risky than choosing several other cities. A successful and eye-catching enterprise will increase the possibility of government intervention. By comparing the possibility of reducing risks with the potential benefits of investment, and considering that there were no other competitors in China at that time, KFC weighed the possible risks and benefits and decided to take Beijing as the starting point for the time being. Taking Beijing as the first choice for KFC to enter China has laid a solid foundation for KFC's success in China.

With the development of China's economy, McDonald's market in China has also expanded rapidly. At present, 670 McDonald's restaurants are located in 108 administrative districts of 25 provinces and cities in China. McDonald's attaches great importance to the China market and will continue to expand our chain restaurants on the basis of maximizing the return on investment. At present, there are more than 50,000 employees, 99.97% of whom are China employees. Our supplier system in China also has more than 6.5438+0.5 million employees, with a total investment of 500 million US dollars. The first McDonald's restaurant in Chinese mainland.

The first McDonald's restaurant in Chinese mainland.

Mcdonald's

● 1990, McDonald's restaurant located in the bustling East Gate of Shenzhen is the first McDonald's restaurant in Chinese mainland. It opened on 199018 October. It is the first restaurant opened by McDonald's in China. ●1992 In April, Beijing Wangfujing McDonald's Restaurant opened, becoming the largest McDonald's restaurant in the world. ● When the first McDonald's restaurant opened in Guangzhou, it created the highest sales record in McDonald's history. When Nanjing Confucius Temple Restaurant opened, it created the highest average consumption in McDonald's history. ● In August 2003, McDonald's first launched its franchise business in Tianjin.