BILLIONAIRES GUAN YIHONG SET TO EXPAND TAI ER GLOBALLY

Jiumaojiu International Holdings Limited (listed in Hong Kong) owns the popular Tai er Suan Cai Fish restaurant chain. Jiumaojiu is founded by a Business Management graduate now billionaire, Guan YiHong, who loved the restaurant business, in particular the Szechuan hotpot cuisine. It is very successful in the PRC and has expanded to Singapore, Malaysia, Thailand, Canada and the USA. As at 31 December 2023 the group has 726 restaurants out of which 578 are Tai er. The Tai er restaurants are self-operated and not franchised. Jiumaojiu also owns Song Hot Pot, Jiumaojiu restaurants, Lai Mei Li Grilled Fish  and Fresh Wood which offers premium beef hot pot dishes. 

Tai er targets the 25-35 y/o. The black and white drawings that adorn the Tai er restaurants all have story lines that Tai er fans understand. Tai er's charity cat food annual campaign aimed at helping stray cats gets at the heart of a pet loving millennial generation (cats and dogs) in China. There are other interesting ways that Tai er reaches out to its customers. The links below give more insights. 

ACKNOWLEDGEMENTS

1. The Exchange. https://www.theexchange.my/dine/directory/taier/
2. Inside Retail. 21 August 2021. Tong Van. https://insideretail.asia/2021/08/27/chinas-tai-er-restaurant-chain-makes-first-step-abroad/
3. Asia Best Reviews. 22 June 2023. https://www.asiabestreviews.com/tai-er/
4. TAIER. Brand story. http://www.taier.net/EAbout/story.html#box-1
5. SCMP. 17 January 2021. Martin Choi. https://www.scmp.com/business/companies/article/3117924/hong-kong-listed-chinese-restaurant-operator-jiumaojiu-betting
6. PitchBook. https://pitchbook.com/profiles/company/399019-78
7. Bamboo Works. 4 March 2022. https://seekingalpha.com/article/4492926-jiumaojiu-tastes-success-in-2021-on-fast-growth-for-its-sauerkraut-fish-chain
8. Forbes. Guan YiHong. https://www.forbes.com/profile/guan-yihong/?sh=356819d924dd
9. Seafood Source. 2 May 2024. Mark Godfrey. https://www.seafoodsource.com/news/foodservice-retail/chinese-restaurant-chain-tai-er-announces-major-domestic-international-expansion-plans
10. Marketing-Interactive. 5 February 2024. https://production.marketing-interactive.com/chinese-restaurant-chain-jiumaojiu-introduces-franchise-model-to-sub-brands
11. BusinessNews Asia. 22 March 2024. Marie Jones. https://www.businessnewsasia.com/2024032252385665-jiumaojiu-announces-2023-annual-results/