The Brand Ecosystem Construction and Competitiveness of Chinese Fast Food in the Context of Digital Transformation

Bachelor of Science, The University of Queensland, Brisbane QLD 4072, Australia

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

As the global catering industry transforms, effective brand management is crucial for maintaining core competitiveness. This study analyzes “Shaxian Delicacies,” China’s ubiquitous grass-roots fast-food network, tracing its evolution from a decentralized, poverty-alleviation-driven “mom-and-pop” model into a modernizing franchised entity. Using multidimensional frameworks, the research identifies three primary operational bottlenecks: a severe paradox between its massive physical scale and inconsistent standardization, a persistent low-end brand stigma, and a significant deficit in digital Customer Relationship Management (CRM) compared to Western giants. To resolve these vulnerabilities, this paper proposes comprehensive optimization strategies. First, it advocates for aggressive supply chain industrialization and stringent quality assurance. Second, it emphasizes integrating Gen Z-oriented digital ecosystems to foster value co-creation. Finally, the brand must leverage its “Intangible Cultural Heritage” status to elevate its cultural narrative, while strictly adhering to global food science standards during strategic internationalization. These findings offer empirical pathways for indigenous Chinese catering brands to achieve sustainable development and successfully navigate global expansion.