Chengdu International Franchise Exhibition

The 2025 Chengdu International Franchise Exhibition (SFE Chengdu) was successfully held from August 8 to 10 at the Chengdu Century City New International Convention and Exhibition Center. Co-hosted by Shanghai Intex International Exhibition Co., Ltd., the Sichuan Provincial Chain Commerce Association, and the Chengdu Retailers Association, the event was themed “Invest in the West—Build the Future” and stood as the most significant annual investment‑attracting gathering for the franchise industry in Western China. Concurrent with the exhibition, a series of accompanying activities were organized, including the China (Chengdu) Franchise Summit Forum, brand roadshow conferences, and hands-on operational training sessions for franchisees.

With an exhibition area of 35,000 square meters, the show brought together more than 400 high‑quality franchise brands, spanning multiple halls within the Chengdu Century City New International Convention and Exhibition Center. The exhibitor lineup featured renowned domestic and international chains such as Village Base, Mr. Rice, Xiaolongkan, Dalongyi, Bawang Tea, Luckin Coffee, Cotti Coffee, Holiland, Master Bao, Hongqi Chain, Wudongfeng, and LeKe Fitness, covering diverse sectors including food & beverage, retail, services, and health care. Over the three days, the exhibition welcomed more than 35,000 professional visitors, over 90% of whom were entrepreneurs, franchisees, and multi‑brand investors with concrete investment intentions.

For the first time, this edition of the exhibition introduced a dedicated “Chengdu–Chongqing Dual-City Economic Circle Brand Zone”, which became the event’s standout highlight. The zone showcased well‑known chain brands from both Chengdu and Chongqing, spanning categories such as hot pot, snacks, tea drinks, and convenience stores, thereby vividly illustrating the dynamism of the region’s franchise sector and its potential for synergistic development. Prominent Sichuan–Chongqing hot pot brands—including Xiaolongkan, Dalongyi, Nan Hot Pot, Pingjie Hot Pot, Zhu Guangyu, and Pei Jie Old Hot Pot—were all represented, while tea drink brands like Bawang Tea, Chayu, Yuan Zhenzhen, and Chen Duoduo also took center stage, drawing substantial interest from prospective investors.

The New‑Style Tea and Coffee Sector Continues to Gain Momentum. BaWang Cha Ji showcased its “Eastern New Tea Shop” franchise model, leveraging traditional Chinese cultural elements to strengthen the brand and attract significant interest from young investors. Meanwhile, two rising coffee giants—Luckin Coffee and Cotti Coffee—competed on the same stage, each unveiling franchising strategies tailored to different urban tiers. Leading tea brands such as Cha Baidao, Guming, and Auntie Shanghai also presented their latest franchise offerings. Several investors noted that new‑style tea and coffee remain among the most promising investment sectors in the western market.

The Sichuan‑Chongqing Hot Pot Zone Draws Enthusiastic Attention. Haidilao exhibited its two sub‑brands, “Haidilao Delivery” and “HaiLao Hot Pot”; Xiaolongkan introduced its compact “Xiaolongkan mini” format; Dalongyi unveiled its dedicated takeout concept, “Dalongyi·Hot Pot Dishes”; while other prominent brands—including Nan Hot Pot, Pingjie Hot Pot, Zhu Guangyu, and Peijie Old Hot Pot—also rolled out single‑store models emphasizing low investment and rapid payback. According to multiple hot pot franchise directors, this category enjoys exceptionally high consumer acceptance in the western market and ranks among investors’ top choices.

The Digitalization and Supply Chain Pavilion Attracts Significant Interest. Meituan’s catering system showcased its integrated “Delivery + Dine‑In + Private Domain” solution; Keruyun highlighted its AI‑powered POS system and member‑marketing tools; meanwhile, supply‑chain firms such as Shuhai Supply Chain, Qianwei Central Kitchen, and Anjing Food displayed centralized procurement and logistics services designed for franchise partners. Many exhibitors emphasized that digital capabilities and robust supply‑chain infrastructure have become core competitive advantages for franchisors—and key considerations for prospective investors.

China (Chengdu) Franchise Summit Brings Together Industry Leaders.The forum was themed “Navigating Cycles, Achieving Resilient Growth,” and featured keynote speeches by distinguished guests, including the Vice President of the China Cuisine Association, the President of the Sichuan Provincial Chain Commerce Association, the founder of Country Kitchen, the co-founder of Xiaolongkan, and the Vice President of Bawang Tea. A roundtable discussion delved into critical topics such as “The Underlying Logic Behind Multi-Store Brands,” “Breaking Through in the Red-Ocean Market for Tea and Coffee,” “Building an Empowerment System for Franchisees,” and “Unique Opportunities in the Western Market.” Experts attending the event emphasized that the western consumer market holds enormous potential, with significant room for growth in chain-store penetration and ample opportunities for leading brands to expand into lower-tier cities and regions. Brand Roadshow Events Were Fully Booked. More than 50 high-quality franchise brands took to the stage to unveil their franchising strategies and showcase their brand strengths, each presenting for 15–20 minutes. The presentations drew thousands of investors on-site. These brands spanned a wide range of investment tiers, from small-scale ventures starting at around RMB 100,000 to regional agency opportunities valued at over RMB 1 million. Many brands also set up dedicated investor‑engagement zones, enabling on‑spot contract signings immediately following the roadshows, with remarkably strong results.

Exhibitors and Industry Participants Responded Enthusiastically. The co‑founder of Xiaolongkan remarked, “The SFE Chengdu Show is our most important regional platform for attracting investors each year, and this edition has delivered exceptionally strong investor quality and robust signing intentions.” Meanwhile, the Vice President of Bawang Tea highlighted, “The western market is a strategic cornerstone for our nationwide expansion, and the SFE Chengdu Show has provided an efficient pathway for us to tap into this region.” Exhibiting brands generally reported high‑caliber professional investors and clear franchise interest, with many securing dozens of preliminary agreements on-site and witnessing steadily rising post‑event follow‑up conversion rates.