Before the transformation into the "Golden Arches" in 2017, there were 2,500 McDonald's restaurants in Chinese mainland. However, since McDonald's became the "Golden Arches", the number of restaurants has begun to expand at a double rate. This change has attracted a lot of attention, so let's take a look at the story behind McDonald's transformation.
From globalization to localization.
The emergence of "Golden Arches" not only represents the great success of McDonald's in the Chinese market, but also marks the gradual shift of McDonald's from global positioning to local operation strategy. McDonald's China's Chief Executive Officer (CEO) Zhang Jiayin said: "After becoming the 'Golden Arches', we focused on implementing a very local business model. "At the heart of this model is the integration of global brands into the local market to cater to the tastes and needs of Chinese consumers.
The practice of localized management.
In order to achieve local operation, McDonald's China has innovated and adjusted in many aspects. Not only have they launched a variety of menus adapted to the tastes of Chinese consumers, such as the unique McSpicy Chicken Leg Burger, but they are also constantly introducing new products and limited editions** to meet the needs of different consumers. These dishes are infused with Chinese spicy flavors, allowing Chinese consumers to enjoy fast food while feeling the familiar taste. In addition to menu innovation, McDonald's China also attaches great importance to the integration of local culture. Combining traditional Chinese culture, they have launched a number of "Chinese-flavored" special activities to celebrate traditional festivals and promote Chinese culture. At the same time, McDonald's China also actively uses Chinese style elements in marketing and promotion, participates in related social welfare activities, and contributes to the construction of a better China.
Golden Arches" behind the success.
McDonald's China's localized operation has won the love of Chinese consumers, which is also the cornerstone of McDonald's successful expansion. McDonald's understands that Chinese consumers are more focused on local culture and tastes while pursuing internationalization. By providing products and services that are suitable for Chinese consumers, McDonald's effectively meets the needs of consumers. McDonald's China's localized operation has enhanced brand recognition and affinity. By cooperating with local companies and holding special events, McDonald's has won the trust and love of Chinese consumers. As a result, McDonald's has not only become a fast food brand in the minds of Chinese consumers, but also a cultural symbol that represents fashion, youth and innovation.
We believe that on the road to deepening localization, McDonald's and the Chinese market have more stories and opportunities waiting for us. By continuing to promote localized operations, Golden Arches will continue to maintain its strong momentum of development and bring more surprises and culinary experiences to Chinese consumers.
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