1. Brand positioning and expansion strategy

‌Tai'er pickled fish‌:Positioning the mid-to-high-end market, the first store is located in Pavilion Shopping Mall in the core business district of Kuala Lumpur, and will be expanded to popular shopping malls such as Sunway Pyramid. The store design continues the brand's iconic black and white comic style, emphasizing youth and trendy attributes.

Relying on the Internet celebrity effect to attract a large number of customers, you need to make an online reservation in advance to avoid queuing. The average consumption per person is about RM98 (1-2 person set meal), which is slightly higher than local brands.

Suanxiaoqi Pickled Fish:

The first store is located in Austin Heights, Johor Bahru, focusing on community and family consumption scenes. The decoration is mainly fresh and green to create a warm atmosphere.

After entering Malaysia in September 2024, it expanded rapidly. The second store is located in My Town Shopping Center in Kuala Lumpur. It plans to cover a variety of consumer groups through dense stores, and the price is more affordable.

2. Product Features and Localization Adjustment ‌ ‌ Tai Er Pickled Fish ‌: ​ Mainly promote classic pickled fish, adjust the spiciness to suit local tastes, the soup base is sour and rich, and the fish meat is tender; the side dishes such as garlic pork and egg crispy rice cake have polarized reviews, and some are considered to be small in portion or mediocre in taste ‌. ​ Free flower tea (Lotus Goddess + Tangerine Peel) and considerate services (charging equipment, high-quality dental floss, etc.) are provided to enhance the dining experience. ​ ‌ Suan Xiao Qi Pickled Fish ‌: ​ Diverse dishes, including lemon green pepper sour soup fish, tomato sour soup fish and other innovative flavors, focusing on the layering of the soup base and family sharing scenes, and the golden soup pickled fish has become a hit because of its attractive soup color. ​ Online reservations, takeaway delivery and personalized ordering suggestions are launched, and the service is closer to local needs. ​‌3. Market feedback and competitive situation‌

‌Tai Er Pickled Fish‌:

It quickly opened up the market with brand awareness and was popular on social media, but some consumers believed that it was not cost-effective enough and faced competitive pressure from similar brands (such as Yu Ni Zai Qi and Jiang Yuer).

‌Suan Xiao Qi Pickled Fish‌:

It accumulated word-of-mouth with differentiated positioning (community store + family customer base) and cost-effective advantages. After the successful operation of the first store in Johor Bahru, it accelerated its layout and planned to consolidate its market position by optimizing dishes and services in the future.

‌4. Future development trends‌

Tai Er needs to balance brand tone and localization strategy to avoid a decline in repurchase rate due to high prices or single dishes; Suan Xiao Qi may further seize market share in Southeast Asia with its supply chain advantages and cultural output (such as the concept of "Chinese taste"! ‌