Lao Han Fried Chicken Reshaps a New Benchmark for Chinese Fried Chicken Health, Brand Breaking Marketing
Under the dual drive of consumption upgrading and health awareness awakening, the fried chicken market is undergoing a profound transformation from "scale expansion" to "value competition". According to data from the China Cuisine Association, the size of China's fried chicken market will exceed 400 billion yuan in 2024, but consumer demand is showing significant differentiation: 68% of consumers prioritize "oil content" and "protein retention rate" when choosing fried chicken, while the search volume for key words such as "heat" and "not coated with flour" has surged by 153% year-on-year. This trend reflects the core demand of contemporary consumers when enjoying fried chicken - both pursuing a crispy and satisfying taste experience, and demanding a reduction in health burden.
The potential of the healthy diet market is huge, and Lao Han fried chicken is seizing the opportunity
With "healthy eating" becoming a core demand of contemporary consumers, the catering industry is accelerating its transformation towards healthiness, giving rise to new market opportunities. Under this trend, Lao Han Fried Chicken - a leading Chinese fried chicken brand that has been deeply involved in the Chinese fried chicken market for more than 20 years and has exceeded 300 stores nationwide, has successfully seized the market opportunity through forward-looking differentiated product layout.
As a pioneer in the field of "product healthization" in Chinese fried chicken, Lao Han Fried Chicken has broken through the limitations of traditional coated fried chicken with high oil and high calorie content, and created a new category of low calorie, high protein healthy fried chicken with its unique "three frying and one frying" process and differentiated product of "fried chicken without powder coating". At the same time, the brand quickly won the favor of young consumer groups through scenario based marketing and breakthrough communication. In June 2023, Lao Han Fried Chicken and listed company Ziyan Food reached a strategic cooperation to jointly build an industry-leading high standard supply chain system, laying a solid foundation for product health.
Authoritative testing data confirms that the health benefits of Lao Han fried chicken are significant
In terms of product development, Lao Han Fried Chicken accurately grasps consumers' core needs for "low calorie, high protein" products based on insights into contemporary healthy eating trends. To verify the health attributes of the product, the Lao Han Fried Chicken Product R&D Center commissioned an authoritative testing agency to conduct a comprehensive nutritional analysis of the super large order "Signature Boneless Spicy Chicken". The testing report shows that the protein content of this product is significantly higher than traditional fried chicken, while the calorie content is lower, providing consumers with a healthier choice.
This test result not only provides a scientific basis for the health of Lao Han fried chicken products, but also further consolidates its differentiated competitive advantage in the Chinese fried chicken category. Through the "three frying and one stir frying" process, the products of Lao Han stir fried chicken not only retain the crispy texture of fried chicken, but also significantly reduce the oil content, achieving the product concept of "less oil and light burden".
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Brand light and refreshed, Lao Han fried chicken opens a healthier new era of Chinese fried chicken
In March 2025, Lao Han Fried Chicken announced a brand light rejuvenation, accompanied by the spring marketing campaign of "Fried Chicken without Powder, Less Oil and Light Burden". The brand hopes to provide emerging healthy lifestyle solutions for young people through product healthization, IP marketing, and other methods. On the online front, in collaboration with the Xiaohongshu platform, we have launched a lightweight IP image "Han Beibei" and produced a spring lightweight version emoji pack, which will be disseminated through authoritative media matrices; Offline stores across the country have simultaneously launched store activities, during which cherry blossom season stickers and Han Beibei backpack clips will be given as gifts to increase interaction with consumers and constantly refresh the new concept of "less oil and light burden". At the same time, Lao Han Fried Chicken has reached a strategic cooperation with Wuhan Metro, creating an immersive brand experience and strengthening the concept of "healthier Chinese fried chicken" through celebrity platform advertisements such as Jianghan Road Station and train voice naming.
The core selling point of this spring marketing campaign is "fried chicken without flour coating, less oil and light burden", which will inject new vitality into the brand and strengthen the brand image of "healthy, innovative and youthful" for Lao Han fried chicken. As a leader in the Chinese fried chicken market, Lao Han Fried Chicken has successfully broken through the limitations of traditional fried chicken categories, continuously enhancing brand influence through differentiated positioning and precise marketing, and winning the favor of young consumers.
In the future, Lao Han Fried Chicken will take health as its core, break through marketing circles, deepen product innovation and brand upgrading, launch more differentiated products, meet consumers' dual pursuit of deliciousness and health, and open a new era of low calorie, high protein "healthier Chinese fried chicken".
