Old Han Stir-Fried Chicken Co-founder Han Jixing: In the context of stock competition, dining brands need to learn to attack products and expand channels

GateUser-bd883c58 · 2026-04-08T15:24:37+00:00

At the "2026 China Catering Industry Conference," Han Jixing emphasized that the core of intelligent offensive for catering brands lies in deepening existing categories while exploring new tracks and channels to enhance operational capabilities. He pointed out that blind expansion should be avoided, and instead, innovation and breakthroughs in models and strategies should be pursued.

GateUser-bd883c58

2026-04-08 15:24:37

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Ask AI · How does Han Jixing define the core meaning of intelligent brand offensives in the food and beverage industry?

On March 25, the 2026 China Food and Beverage Industry Conference and the 35th HCC Global Food and Beverage Industry Expo, jointly hosted by the World Chinese Cuisine Association and Hongcan.com, were held at the Hangzhou Convention and Exhibition Center. At the “2026 China Food and Beverage Industry Conference,” Han Jixing, co-founder of Lao Han Braised/Scallion-Pot Chicken (Lao Han煸鸡), said that catering businesses need to “attack,” and do so “intelligently.” This does not only refer to geographical expansion; it also includes breakthroughs in business forms and expanding category boundaries.

△ Han Jixing, co-founder of Lao Han Braised/Scallion-Pot Chicken

Han Jixing shared two “offensive” paths: first, while deepening existing categories, entering new tracks at the same time. Taking Lao Han Braised/Scallion-Pot Chicken as an example, “brazing/scallion-pot chicken” is a relatively niche category. In addition to opening stores in the usual way, it would also extend its craftsmanship into more new products, link more consumer scenarios, and thereby help more consumers come to know the Lao Han Braised/Scallion-Pot Chicken brand.

Second, extend channels and break scenario limitations. Especially for brands traditionally dominated by dine-in service, the ceiling of the operating model has increasingly been reached. Rather than passively waiting, it’s better to proactively seek change and try more business routes, such as actively developing channels like takeaway delivery, self-pickup, and retail-oriented models, to enhance the ability to operate across all scenarios.

“‘Attack’ isn’t blind expansion. It’s continuing to do what you do with a different posture—this is evolution in the model, and a breakthrough in strategy.” Han Jixing said.

Author: Hongcan Editorial Department

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