County-town snack chains like Haoxianglaimen (好想来) push inside Beijing’s Fifth Ring — but are they only “harvesting” schoolkids?

Fast roll‑out from the counties into the center

It has been reported that county‑origin snack chains led by Haoxianglaimen (好想来) and Zhao Yiming (赵一鸣) have accelerated expansion into China’s first‑tier cities this year, opening stores from Beijing’s outer suburbs into the Fifth Ring and beyond. According to consumer listings, Zhao Yiming has close to 80 shops in Beijing and Haoxianglaimen approaches 200 there; Haoxianglaimen’s outlets in Shanghai and Guangzhou regions are also reported near 300. Why the sudden push? With lower‑tier markets saturated, the chains are hunting new growth where per‑store revenue can still rise — at least in theory.

Students, foot traffic and a fragile proposition

Reportedly these chains target locations with dense residential blocks and schools — within 300 metres of primary, middle or even university campuses — because students generate predictable after‑school foot traffic. But can cheap price points and impulse purchases turn them into mainstream urban snack players? Many of the new inner‑city outlets appear to be cannibalising convenience‑store business rather than replacing supermarkets. And critics note the product mix — factory‑sourced private labels and blind‑box toys outside the door — looks designed to “harvest” younger customers. Is that sustainable? Parents in first‑tier cities often prioritise ingredient quality over bargain price, and that matters for packaged snacks.

Thin margins, longer payback and a tougher playing field

The economics are tense. It has been reported that leading peers such as Mingming Hen Mang (鸣鸣很忙) and Wancheng Group (万辰集团) show gross margins in the high single digits to low teens and net margins barely above 2%. Opening costs in Beijing can be tens of thousands of yuan higher than in inland counties: a new inner‑city store’s upfront spend plus rent can extend payback from an earlier one‑year horizon to two years or more. To chase profitability, players are “supermarket‑ising” — adding fresh produce, baked goods and household items — but that puts them in direct competition with entrenched chains such as RT‑Mart (大润发) and Hema (盒马), raising supply‑chain and operational stakes.

Market limits and what comes next

China’s snack market is moving from rapid expansion to incremental growth; industry forecasts suggest the sector will shift to a “micro‑growth” phase by 2027. County brands have shown they can scale quickly and grab mindshare, but rising costs, more discerning urban shoppers and rivalry from both local incumbents and other county entrants mean the experiment of moving inside the Fifth Ring is far from a guaranteed win. Will they adapt with better sourcing and product differentiation — or will many retreat when payback times lengthen? The answer will shape whether these county champions stay a quirky urban sight or become a lasting part of city retail life.