正大雞排的興衰史：從夜市霸主到市場萎縮

正大雞排，這個曾經風靡中國大街小巷的炸雞品牌，在2010年代初期迅速崛起，成為許多消費者心中“平價炸雞”的代名詞。然而，近年來，它的市場份額逐漸萎縮，門店數量大幅減少，甚至在一些城市幾乎銷聲匿跡。它的崛起與衰落，不僅是一個品牌的商業故事，也反映中國速食市場的競爭變遷。

1. 崛起：低價策略+瘋狂擴張，成就“國民炸雞”

正大雞排的爆發式增長始於2013年前後。當時，肯德基、麥當勞等洋速食雖然佔據高端市場，但價格較高，而本土炸雞品牌尚未形成規模。正大雞排看准這一市場空白，以“10元一大塊雞排”的低價策略迅速吸引消費者。它的招牌產品“超大雞排”分量十足，再加上孜然、辣椒等多樣調味選擇，很快在夜市、學校周邊和三四線城市走紅。

與此同時，正大雞排採用“加盟模式”快速擴張。加盟門檻低，單店投資僅需10-20萬元，吸引了大量個體創業者。短短幾年內，其門店數量突破1萬家，甚至超越肯德基在中國的門店數，成為當時門店最多的炸雞品牌之一。“正大雞排，比臉還大”的廣告語深入人心，甚至成為網路流行梗。

2. 巔峰期：明星代言+綜藝贊助，品牌影響力爆發

2016-2018年是正大雞排的黃金時期。為進一步提升品牌形象，邀請黃渤作為代言人，並冠名熱門綜藝《極限挑戰》。這些行銷舉措讓正大雞排從“街頭小吃”升級為全國性品牌，甚至開始向一二線城市的核心商圈進軍。

當時，它的成功秘訣在於：

極致性價比：10-15元的定價，讓消費者覺得“划算”。

標準化供應鏈：依託正大集團的養殖和食品加工資源，確保雞肉供應穩定。

“小吃+茶飲”模式：部分門店搭配賣奶茶，提高客單價。

在這一階段，正大雞排幾乎成了“夜市經濟”的代表，甚至帶動了整個平價炸雞市場的繁榮。

3. 衰落：品質下滑+競爭加劇，消費者逐漸拋棄

然而，從2019年開始，正大雞排的增長勢頭明顯放緩，許多門店陸續關閉。究其原因，主要有以下幾點：

(1) 品質不穩定，消費者信任度下降

隨著門店瘋狂擴張，品控問題逐漸暴露。不少消費者反映，雞排的肉質變差，有時甚至出現“麵粉比肉厚”的情況。此外，部分加盟店為了節省成本，使用劣質油或重複油炸，導致口感油膩，甚至引發食品安全擔憂。

(2) 市場競爭加劇，低價優勢不再

正大雞排的崛起依賴於“低價”，但隨著華萊士、叫了個雞、蜜雪冰城（旗下炸雞品牌）等競爭對手的出現，10元左右的炸雞不再是稀缺產品。更關鍵的是，這些新品牌在產品創新（如無骨雞塊、韓式炸雞）和行銷（如抖音網紅推廣）上更勝一籌，正大雞排的“大雞排”單品模式顯得過於單一。

(3) 加盟模式反噬，管理混亂

正大雞排的快速擴張依賴加盟商，但後期管理未能跟上。部分加盟店為了賺錢，私自降低原料標準，甚至出現“山寨正大雞排”的情況，導致品牌形象受損。此外，總部對加盟商的扶持不足，許多門店在面臨競爭時缺乏應變能力，最終倒閉。

(4) 消費升級，年輕人不愛了

隨著Z世代成為消費主力，他們對食品的要求不再只是“便宜管飽”，而是更注重健康、口味多樣性甚至品牌調性。正大雞排的“重油重鹽”風格逐漸被貼上“不健康”“土味”標籤，而新興品牌如Popeyes、塔斯汀等則通過更時尚的定位吸引年輕人。

4. 現狀：轉型艱難，能否重生？

如今的正大雞排仍在市場存活，但影響力大不如前。它嘗試過一些轉型，比如推出“川辣雞排”“芝士爆漿雞排”等新品，甚至試水外賣和預製菜，但效果有限。核心問題在於：

品牌老化，難以吸引年輕消費者；

產品缺乏差異化，無法在激烈競爭中突圍；

加盟商信心下降，擴張速度大幅放緩。

5. 啟示：成也低價，敗也低價

正大雞排的興衰，是中國速食行業的一個縮影。它的成功源於低價策略和快速擴張，但最終也因過度依賴低價、忽視品質和創新而衰落。在當今市場，消費者選擇更多，品牌若不能持續提升產品力和體驗，即使曾經輝煌，也可能被迅速淘汰。

未來，正大雞排若想重回主流，或許需要在產品升級、品牌年輕化、供應鏈優化等方面下功夫，否則，它可能只會成為一代人記憶中的“夜市傳奇”，而非長紅的國民品牌。

The Rise and Fall of Zhengda Chicken Steak: From Night Market King to Market Decline

Zhengda Chicken Steak, once a wildly popular fried chicken brand across streets and alleys in China, rose rapidly in the early 2010s and became synonymous with “affordable fried chicken” for many consumers. However, in recent years, its market share has significantly shrunk, the number of stores has plummeted, and in some cities, it has almost disappeared. The rise and fall of Zhengda is not just a brand’s business story but also a reflection of the shifting landscape of China’s fast food industry.

1. The Rise: Low Prices and Aggressive Expansion Created a “National Fried Chicken”

Zhengda Chicken Steak’s explosive growth began around 2013. At that time, Western fast food chains like KFC and McDonald's dominated the high-end market with relatively high prices, while domestic fried chicken brands had yet to scale. Spotting this gap, Zhengda seized the opportunity by offering oversized chicken steaks at just 10 RMB, quickly attracting budget-conscious consumers. Its signature “super-sized chicken steak” was generously portioned and came with a variety of seasonings like cumin and chili, quickly gaining popularity in night markets, near schools, and in lower-tier cities.

The brand adopted a franchise model to expand rapidly. With low entry barriers—individual stores requiring only 100,000 to 200,000 RMB in investment—it drew in a flood of small entrepreneurs. In just a few years, the number of Zhengda outlets exceeded 10,000, surpassing even KFC’s presence in China at the time. The slogan “Zhengda Chicken Steak—Bigger than Your Face” became iconic and even turned into an internet meme.

2. Peak Era: Celebrity Endorsements and Variety Shows Boosted Brand Power

Between 2016 and 2018, Zhengda entered its golden age. To elevate its brand image, it invited top actor Huang Bo as a spokesperson and became the title sponsor of the hit variety show Go Fighting!. These marketing moves helped Zhengda transition from a street snack to a nationwide brand, even pushing into premium shopping districts in first- and second-tier cities.

Several key strategies drove its success during this period:

• Exceptional value for money: Pricing between 10 to 15 RMB made it feel like a bargain.
• Standardized supply chain: Backed by Zhengda Group’s poultry farming and food processing, ensuring a steady meat supply.
• “Snacks + Drinks” model: Many stores sold bubble tea alongside chicken, raising the average transaction value.

At its peak, Zhengda symbolized China’s booming night market economy and helped fuel the growth of the affordable fried chicken market.

3. Decline: Quality Issues and Fierce Competition Drove Customers Away

By 2019, Zhengda’s momentum had slowed significantly, with numerous store closures. Several factors contributed to this downturn:

(1) Declining Quality Undermined Consumer Trust
As the brand expanded uncontrollably, quality control issues emerged. Many customers reported worsening meat quality, sometimes even finding more batter than meat. Some franchisees cut costs by using low-grade oil or repeatedly reusing oil, leading to greasy food and raising food safety concerns.

(2) Intensified Competition Neutralized Its Price Advantage
Zhengda’s rise was largely price-driven. But with the emergence of competitors like Wallace, Jiao Le Ge Ji, and the fried chicken arm of Mixue Bingcheng, cheap fried chicken became commonplace. These new players outperformed Zhengda in product innovation (e.g., boneless nuggets, Korean-style chicken) and marketing tactics (e.g., TikTok influencers), making Zhengda’s singular focus on oversized chicken steaks appear outdated.

(3) Franchise Model Backfired, Leading to Management Chaos
The franchise strategy that once fueled growth eventually became a liability. Some franchisees, driven by profits, used inferior ingredients or operated unlicensed imitation outlets, damaging the brand's reputation. Headquarters provided insufficient support, leaving franchisees ill-equipped to handle competition—resulting in widespread closures.

(4) Consumption Trends Shifted, Losing Young Consumers
As Gen Z became the dominant consumer force, expectations evolved from “cheap and filling” to health-conscious, diverse in flavor, and brand-driven. Zhengda’s greasy and salty image began to carry “unhealthy” and “old-school” connotations. Meanwhile, newer brands like Popeyes and Tastien appealed to youth with more stylish branding and better positioning.

4. Current Status: Difficult Transition, Uncertain Future

Today, Zhengda Chicken Steak still exists but has lost much of its influence. It has attempted several transformations, such as launching new flavors like “spicy Sichuan chicken steak” and “cheesy lava chicken,” and exploring delivery and ready-to-eat products. However, the impact has been limited. Key challenges remain:

• Aging brand image that fails to attract young consumers
• Lack of product differentiation in a highly competitive market
• Declining confidence among franchisees, leading to slower expansion

5. The Lesson: Built on Low Prices, Undone by the Same

The story of Zhengda Chicken Steak is a microcosm of China’s fast food evolution. Its initial success stemmed from a low-price strategy and rapid scaling, but its downfall was caused by over-reliance on cheapness, neglect of quality, and a lack of innovation. In today’s market, where consumers have more choices than ever, brands must constantly improve product quality and customer experience. Otherwise, even once-glorious names can quickly fade into obscurity.

If Zhengda hopes to reclaim its place in the mainstream, it must invest in product upgrades, brand rejuvenation, and supply chain optimization. Without such efforts, it may remain only a nostalgic memory of night market glory for a generation—rather than a lasting national brand.