文｜财经天下WEEKLY 阳一

bianji | wuyue

12yue24ri，kendejixuanbuqidongdiaojia，pingjunzhangfuwei2%，chanpindejutidiaozhengfanweicong0.5yuandao2yuanbudeng。zheishizi2022nian12yuediaojiayilai，kendejiyouyicizhangjia。

yishijiqiqiancenglang。dangtianshangwu，“kendejizhangjia2%”chongshangleweiboresoudiyideweizhi。5gexiaoshinei，gairesouhuatixiadetaolunliangjiudadaole2.4wan。

ciqianbujiu，kendejidemugongsibaishengzhongguozaijinniandisanjidu，ganggangchuangxialejiduyingshoudelishigaofeng。“zhuanqian”dekendeji，weishenmehaizhangjia？

01、“疯狂星期四”保住了

12yue24riyizao，diyipimaizaocandexiaofeizhefaxian，geleyiye，bufenkendejichanpindejiagebianguile。

“wozhiqianxiadanshi，kendejidezhishijiroupaninidoujiangtaocanhaishi5.4yuan，jintianshuixingledakaixiaochengxuxiadan，jiubianchengle6.3yuan。”youwangyoutucao，“kendejidezaocanbujinbunengtiqianyuyue，xianzaihaizhangjiale，tairangrennanguole！”

kendejiweishenmezhangjia？duici，kendejizhongguoxiangguanfuzerenduiwaihuiyingcheng，cicidiaojiaheyunyingchengbenbianhuayouguan，ergongsihuidingqipinggu，jinshendiaozhengjiagejiegou。chanpindejutidiaozhengfanwei，jibenzai0.5yuandao2yuanbudeng，cijuzhizaigenghaodishiyingshichangchengbenbianhua，quebaoqiyenenggouchixuwending、jiankangfazhan。

duiyujingyingchengbenshangzhangdeyuanyin，yourenzantong，yourenbingbukanhao。

“kendejidehanbaotebiexiao，haiyuelaiyuegui。”yiweiwangyouzaiweiboresoucitiaoxiadepinglun，zaifabu4gexiaoshinei，jiushouhuolechaoguo1800gedianzan，yiji80duotiaohuifu。zheiqizhong，yourenpingluncheng，kendejidehanbaobugouda，ziji“chibubao”；yeyouwangyoushuo，zijizaimaikendejidehanbaoshifaxian，mendianbuyuanyizhudongsongfanqiejiangle。

“womaiyigehanbaojiuyaohuashangersanshiyuan，dianwaimaidehuahaiyaojiashangzuidi6yuanpeisongfei。”lingyiweiwangyougankaishuo，“benlaijiuhengui，weishenmehaiyaozhangjia？yihouzhenbuxiangchile。”

lingyanguanlizixunshouxizixunshi、shipinhecanyinxingyefenxishilinyuegaosu《caijingtianxia》，kendejiciciduibufenchanpintijia，zhengtilaikanshiweiledixiaozhangqichixushangzhangdeyunyingchengben。liru，shicaiyuanliao、rengong、gongyinglianhemendianyunyingdengchengben，jinnianlaibingmeiyousuizhedahuanjingerxiajiang，duiyumendiantiliangdadetoubupinpailaishuo，jingyingyalikendingshijudade。

kendejifangmianyebiaoshi，jinguanbufenchanpinjiageyousuoshangdiao，dankendejibufenyouhuitaocan，ru“fengsi”tehui、“fengri”huodong、“okcan”yiji“ertongcan”deng，jiangweichiyuanjiabubian。zheiyijucuozhizaijixuweixiaofeizhetigongxingjiabigaodeyongcanxuanze，manzubutongxiaofeiquntidexuqiu，tongshiyechongfenkaolvdaolegukedexiaofeixiguanhezhongchengdu。

jinnianlai，kendejide“fengkuangxingqisi”huodongxiyinledapinianqingxiaofeizheguanzhu。zaozai2018nianshi，“fengsi”jiunachule9.9yuandejikuaizuoweizhudayingxiaofangshi，bingqiesuizheshijiandetuiyishenrurenxin。zaishejiaomeitishang，jinliangnianyeliuxingqilefengkuangxingqisihuodong“vwo50”de“fengsiwenxue”，nianqingrenyinweizaizheiyitiankeyixiangshoudaopingshimeiyoudeyouhui，eryongrukendejidemendian。

jinguankendejiqiangdiao，youhuirengjiangbaochi，dandangxiacanyinpinpaimenzhengfenfengenjinpingjiakuaican，“9.9yuan”youhuizaoyibushikendejidezhuanshu。zaijinnian，tongyangshimaizhaji、hanbaokuaicandehanbaowangfaqile“9.9yuanchibao”dehuodong；maidanglaoyetuichule“meitian10yuan2jian”dechaozhijiage。

“ruguokendejizaibianguidehua，woyoukenengjiuzhuantouqitapinpaile。bijing，xianzaibianyidehanbaohenduo。”yiweiwangyoushuo。

02、必胜客“变小”，肯德基涨价？

zaikendejizhangjiabujiuqian，baishengzhongguoganggangfabuleyifenliangyandecaibao：jinniandisanjidu，jituanshouruwei30.71yimeiyuan，tongbizengzhang5.39%；shixianjingyinglirun3.71yimeiyuan，tongbizengzhang15%。

kendejizeshibaishengzhongguoyingshoudezhulijun。zaidisanjidu，baishengzhongguocantingshouruwei28.95yimeiyuan，tongbizengzhang5%。qizhongkendejishouruwei22.76yimeiyuan，tongbizengzhang6%；bishengkeshouru6.06yimeiyuan，tongbizengzhang2%。zai2024shangbannian，kendejishixianyingshou42.44yimeiyuan，zaibaishengzhongguo56.40yimeiyuandezongshouruzhong，zhanbidadaole75.2%。

genjucaibao，jiezhijinnian9yue30ri，baishengzhongguoqixiademendianzongshuyizengzhi1.59wanjia，qizhongbaokuo1.13wanjiakendejimendianhe3606jiabishengkemendian。qizhongzhideyitideshi，2024nianshangbannian，kendejizaizhongguodejingxinkaidianshuyidadao635jia。

jiduyingshouchuangxiaxingaodebaishengzhongguo，zaijinnianlaiduikendejihebishengkedoutichuleyitiao“xingjiabi”dedaolu，yongjiagedaidongzengzhang。

chule“fengkuangxingqisi”deyouhuijiagewai，zaijinnian5yue，kendejihaifabule“zhidingbaoquan”，jianghuodongqijiandebufenhanbaojiagejiangdaole9.9yuan。2023niandi，kendejicengfabuguogengpingjiadexinpin“binghanbao”，haituichuguoshoujiazhiyou19.9yuande“oksanjiantao”taocan。jinnianqiansanjidu，kendejidekedanjiafenbiewei42yuan、37yuan、38yuan，tongbixiajiangfududa6%、7%he3%。

zheirangkendejidekeliuliangdedaolezengzhang，danzaikedanjiajiangdideqingkuangxia，tongdianxiaoshoueyezaixiahua。zaidisanjidu，kendejishouruzengzhangdetongshi，tongdianxiaoshouexiadiele2%。erzheiyijingshitalianxusangejiduchuxiantongdianxiaoshouezengzhanglvdexiahua。

kendejidelirun，tongshiyezaibeiqinshi。jinniandiyijidukendejicantinglirunlvwei19.3%，daoledierjidu，kendejijingyinglirunwei2.64yimeiyuan，tongbixiajiang3%，cantinglirunlvyezhiyou16.2%。

danzheibingbuyiweizhebaishengzhongguohuifangqi“pingjiahua”deluxian。

zaijinnianqi，hekendejitongshubaishengzhongguoqixiadebishengke，tuichulezhudaxingjiabidexindianxing“wowdian”。qizhongxiaoshoudepisajiagezuidi19yuan、yimianjiagezuidikeda15yuan，renjunxiaofei40yuanjiukeyichibao。muqian，wowdiandeshuliangyida150jia。

kendejiyejiangjinyibu“xiachen”。zaicaibaofabuhou，baishengzhongguoceoqucuirongbiaoshi：“yujizaiweilaijinian，kendejidejingxinzengmendianzhong，jiamengdiandebilijiangzhubutishengzhi40%dao50%，bishengkezetishengzhi20%dao30%。”ergongsidejiamengcelve，jiangjujiaoyukaituoxianqiannanyijinrudezhanlvedianzhi、pianyuandiquyijidixianchengshi。

danweileweichijingyinglirundezengzhang，dangyunyingchengbenshangzhangshi，kendejiyebudebukaolv，bajiagejinxingdiaozheng。

buguo，zailinyuekanlai，kendejizheicizhangjiadeshiji，bawodebingbusuantaihao。bijing，muqiancanyinshichangzhong，xiaofeizheduiyuxingjiabiyuelaiyuezhongshi，biqibishengkeheqitajingzhengduishou，kendejizhangjiaxiandeyouxie“gegeburu”。

tayerenwei，yinweibusheji“fengkuangxingqisi”denghuodong，jiashangzhangjiabumingxian，duikendejideweilaiyingshouyingxiangyinggaibuhuitaida。danshi，ruhemianduixiaofeizhedeshengyin，zuohaogoutonghechanpindiaozheng，fanershikendejihebaishengzhongguojiexialaiyaomianduidezhongyaoketi。