Chinese Fashion E-Commerce Brand SHEIN - a Hidden Dragon Aims to Take Out ZARA

Relying on supply chain integration capability and pioneering marketing strategies, SHEIN has conquered Gen Z with affordable prices and massive daily new arrivals.

A report from Latepost in August 2020 brought Chinese e-commerce brand SHEIN under the spotlight. Since then, the company has frequently made top stories in domestic media, despite their intention to keep a low profile. At the same time accordingly, SHEIN is preparing for a US IPO.

What is SHEIN? 

As a direct-to-consumer (DTC) retailer specializing in women’s fashion, the company SHEIN owns the fast-fashion brands SHEIN and Romwe, which are available on two global sites, 16 subsites in different languages, and mobile App SHEIN. It has 120 million registered users from 220 countries and regions. 

According to App Annie, SHEIN is the most downloaded shopping app on iOS and Android in the United States and 12 other counties and the second in 54 countries. In the Top 50 Kantar BrandZ ™ Chinese Global Brand builders 2021 released by Google and Kantar on May 10, SHEIN ranks No.11, higher than Tencent.

SHEIN’s sales reached $10 billion in 2020 and have grown by more than 100% each year for the past eight years, while ZARA owner closes 1,200 worldwide stores.

The Rise of SHEIN 

Founded in 2008 by SEO expert Xu Yangtian, the company sold wedding dresses, one of the most popular e-commerce products from China to the world back then. After Xu realized that the competition in the wedding dress race was getting fiercer, he made a bold move to enter the fast-fashion sector, trying to take a slice of the pie with ZARA, H&M and Forever 21.

In the early days when they did not have their supply chain, SHEIN first put up the pictures on the website and placed the order at the suppliers after receiving orders from the customer. In this way, the sampling process was shortened to as fast as seven days, while the best ZARA could do was 14 days. The speed helped SHEIN win the first battle. They decided to build their supply chain in 2014, which gradually developed into an industrial cluster in Panyu District, Guangzhou, with hundreds of suppliers, like the ZARA production headquarters in La Coruna, Spain. 

By subsidizing the suppliers, SHEIN managed to place 100-unit small orders, while ZARA’s suppliers have a MOQ of 500. This model of small orders and quick feedback, in which they produced small batches, tested the market and mass-produced the popular ones, helped SHEIN maximize sales and profits and reduce inventory risk.

During these years, SHEIN also raised a lot of money. In 2013, the company received a US$5 million investment from JAFCO. In 2015, it raised US$46 million from Greenwoods and IDG. Sequoia China invested in 2018 at a valuation of US$2.5 billion. Accordingly, SHEIN’s value is now US$15 billion with a Series E funding.

Gen Z’s Fave

While it kept a low profile in China throughout the years, SHEIN is very popular on social media platforms abroad. “#Addicted to SHEIN” made Twitter trending topics. With affordable prices, massive daily new arrivals, and its mysterious origin, SHEIN have conquered Gen Z customers.

• The Price

SHEIN’s average unit price is about half of ZARA’s, while they provide the same quality. Their Gen Z fans loved 6-dollar shirts and 12-dollar dresses.  

• Massive Daily New Arrivals

SHEIN puts on thousands of new arrivals daily, which means they can achieve ZARA’s annual goal in just one or two months. Speed is the key to win the fashion-seeking young customers.

• Mysterious Origin

SHEIN has no physical store as of July 2021 except for temporary pop-up stores in Paris, Lyon, London, Las Vegas, and other cities. These events are always irregular and short notice, which serves young people’s desire for mystery and excitement. The fans have to follow closely on their updates to get notified.

Critical Factors of SHEIN’s Success

Fashion and affordable, this winning combo of fast-fashion brands may not be easy to achieve as it might sound. SHEIN’s superb supply chain integration capability and pioneering marketing strategies contributed the most to their success.

• Supply Chain Integration 

1. Design

SHEIN developed a trend-tracking system that grabs product data from various websites to analyze colours, prices, and patterns in real-time. After finding out the potential trend, a team of nearly 400 designers and buyers start to design or source for samples.

2. Production

SHEIN adopted the customer to manufacturer (C2M) model of “small orders and quick feedback” in production. They produce 100 units for each product to test the market and start mass-producing the popular ones, while the unpopular ones go back to the design department for modification. This model allows SHEIN to produce more hit products and reduce inventory pressure.

To become one of SHEIN’s suppliers, you

• have to be somewhere within a five-hour drive from SHEIN headquarter
• better be a small or medium-sized factory with a total capacity of R&D, manufacturing and sales
• have to ship out ready stock within 40 hours and pre-orders within five days

When working with SHEIN, suppliers face strict KPIs in lead time, on-time delivery rate, defective rate, etc. At this moment, SHEIN’s lead time requirement is 10 to 15 days for new products and seven days for old products, which is far shorter than ZARA’s three weeks and traditional brands’ three to six months. 

In return, SHEIN subsidizes the suppliers, covers the sampling fee, never defaults on the payment, and even leaves inventory pressure to themselves. 

SHEIN uses an ERP to track every order and production status at each supplier. The system starts to capture and analyze user behaviour, such as views on the product details, add-to-cart rate, etc., soon after launching a new product. Then it automatically places orders to the suppliers.

• Pioneering Marketing Strategies

According to SimilarWeb, in June 2021, SHEIN’s website received 160.8 million visits with a bounce rate of less than 40% and an average visit duration of 10 minutes. SHEIN’s main markets are North America and Europe. 39.6% of the site’s traffic are from the US. Specifically, the primary sources of its traffic are direct traffic 36.88% and search traffic 39.69%. Paid traffic accounts for 27%. 

1. Paid Ads

Being the largest Chinese customer of Google, SHEIN is burning a lot on paid ads at Google, social media platforms, YouTube, and even on TV.

2. Influencer Marketing Pioneer

As early as 2011, SHEIN began cooperating with influencers or Key Opinion Leaders (KOLs) to promote the brand. Almost 100% of SHEIN’s traffic came from influencers’ references with a 300% ROI back then. However, as the influencer community grow, the traffic was also getting expensive, while it used to be free. A YouTuber SHEIN used to work with would charge US$50,000 instead of US$30 when they first began six years ago. So SHEIN started to partner with Key Opinion Consumer (KOC) and launched its affiliate programme. An ordinary customer can get a 10%-20% commission on sales and free products by promoting SHEIN’s products. According to an April article by Jing Daily, #SHEIN has gained 6.2 billion views on TikTok alone.

Now, SHEIN has formed an influencer marketing mode of working with fans and small KOCs to gain traffic to the site, medium KOCs for product sales, and KOLs for branding. 

3. Social Media

SHEIN is all over social media. As the brand grows, contents on their accounts are not just discounts and promotions anymore. They are now trying to sell a lifestyle. Currently, SHEIN has 15 million followers on its main Facebook account and 11 million on Instagram.

4. Focus on mobile App

Powered by tech talents and experience on mobile e-commerce in China, SHEIN has been promoting its App since 2013 and selling through live-streaming since 2017. According to Sensor Tower, SHEIN App has been downloaded eight million times on Google Play and six million times on the iOS App Store as of June 2021. Now traffic from the App accounts for 72% of total traffic, higher than any US competitors.

Besides online marketing, SHEIN has also planned for offline activities, such as pop-up stores, campus ambassador programmes, music festivals, public welfare activities, etc. SHEIN misses no marketing opportunities to reach its customers online and offline. 

There is No Slack in the Future

Valued at US$15 billion, SHEIN is not far from its goal of surpassing ZARA. Yet SHEIN’s future is not a rosy one. There are still many problems to be solved. 

• Plagiarism accusation

Plagiarism seems to be endemic in the fashion industry. YouTube videos comparing products from ZARA and SHEIN pointing out its plagiarism problem keep coming out, and more and more designers started to speak up, which costs a lot to settle.

• Quality Issue

To ensure its low cost, SHEIN uses cheaper materials like nylon and polyester to make the clothes.  Some customers complained that the products they received look nothing like the online pictures, and they are almost disposable clothes. On the other hand, with the rising environmental awareness, such materials are bound to attract a lot of criticism. 

• Logistics

Compared with SHEIN’s high-speed domestic supply chain, its delivery speed abroad has a lot of space to improve. Even if Amazon’s next-day delivery does not exist, SHEIN’s more-than-10-day delivery time still has no advantages on the market.

• Culture

As a global fashion brand, SHEIN needs to be familiar with different cultures and customs to avoid another incident like the Muslim prayer mats in July 2020.

• Data Security

SHEIN suffered a massive data breach in September 2018 and exposed the personal information of 6.4 million users. Luckily for SHEIN, the incident did not draw much attention from American politicians or the Western media. If it happens again, no one can guarantee good luck furthermore.

Chinese-Style Western Cuisines

The blend of different cultures and local dietary preferences in China results in a unique combination of Chinese-style Western foods. 

Rapid globalization has brought Western cuisine into all corners of the world. However, political influences have limited the spread of Western cuisine in China for a long time. This led to the emergence of Chinese-style Western cuisine, with Western food adapting to China’s local taste buds and ingredients.

 
Shanghai-style Western food  
 
Shanghai, a city known for its busiest port in the world, gathers cuisines worldwide. Many famous Western delicacies such as ice cream, salad, and sirloin steak first arrived in Shanghai before becoming widespread in China. 
 
The localization of Western food in Shanghai is based on the Shanghainese taste preferences and local ingredients available. This fusion is known as the Haipai cuisine or Shanghai-style Western food. The Haipai cuisine draws inspiration from English, French, German, Italian, American and Russian food. However, the classification of this cuisine is not strictly based on its origin. Instead, the classification is based on the local impression of Western food customs.
 
As Zhao Heng’s article "The Evolution of Chinese-style Western Food" rightly pointed out: "The British love chips and fried fish, so all fried food dipped in bread bran are associated with the British cuisine. The French love all kinds of sauces, so the Chinese invent their own 'French sauce' made of ketchup, carrots, mushrooms, peas, and raisins. When you pour this sauce on a fried pork chop, fried fish, or meat pie, you can call it 'French XX'."  
 
Russian soup, fried pork chop and potato salad are representative of the Haipai cuisine. These improved western dishes are now seen as part of the daily food choices of a Shanghainese.
 
Russian Soup in China originates from borscht, a famous Russian cuisine with thick beef soup mixed with a variety of vegetables. Among all ingredients, beetroot is essential to ensure the soup's consistency, sweetness, and colour. However, as Shanghai has no beetroot, many use cabbage as a substitute. The redness of the soup comes from fresh tomatoes or ketchup instead. If there is no beef, Shanghainese will put diced red sausage instead. With such variations, it is hard for a Russian to recognize borscht’s Chinese counterpart.
 
Fried pork chops used to be the main course in Western restaurants. Now, they are served everywhere in Shanghai. According to the Shanghainese, the best fried pork chops must be served with chilli sauce, a unique condiment inspired by the English "Worcestershire sauce". This combination cannot be found anywhere else. Nowadays, the Shanghainese have also invented a variety of fried pork chops. As long as the pork chops are paired with the classic chilli sauce, the Shanghainese will label the dish as Haipai cuisine.
 
In the 1950s, salad dressings were very rare in Shanghai. Therefore, Shanghainese use egg yolks for salad dressings instead. They mix cooked potatoes with diced red sausage and green beans. Afterwards, they add in their local version of handmade mayonnaise. This is known as the Chinese-style "potato salad".  
 
With the return of authentic Western food in China, Haipai cuisine is now on the wane. Currently, only a few restaurants, including Deda Restaurant, Richard Restaurant, and Red House Restaurant in Shanghai, continue to serve Haipai cuisine.  

Source: Wechat account@Shanghai Declare

 
Hong Kong-style Western food  
 
Cantonese cuisine, or Hong Kong-style Western food, combines Western recipes with the Cantonese way of cooking, adapting to the taste of Hong Kong residents. After the Second World War, local restaurants began to provide cheaper Western foods using local ingredients and seasonings to meet the local people's cravings for Western food.  
 
The Hong Kong-style Western food usually starts with soup and butter bread, without any appetizers. Typically, the soups served are either borscht soup or cream soup. The Hong Kong-style borscht, known as "red soup”, is made with ketchup as beetroot is not widely available. As for the cream soup, the Hongkongers prefer a less watery variant called "white soup".  
 
The main dishes in Hong Kong include pork, beef, chicken and Basa fillet. Roasted pigeon, Swiss chicken wings and other unique local substitutes are also available. To improve the taste of the steaks, Chinese soy sauce is added, and the dish is served on an iron plate. The Swiss chicken wing in Hong Kong is not from Switzerland, but the word "sweet" is often misheard as "Swiss", and so the shrewd restaurant owner changed the name to “upgrade” the dish. Besides the mains, Cantonese Western restaurants also serve rice, pasta, chips, and salad for a more filling meal.  
 
The desserts served in Hong Kong Western restaurants also caters to the local. Classic drinks and desserts such as milk tea, lemon tea, dragon and phoenix cola (iced cola added with fresh lemon and pickled lemon), and red bean slush are widely available. The most famous dessert will be their "baked souffle". This is the world's largest souffle needing up to seven eggs. As the souffle can only be freshly prepared as ordered, customers must generally wait for two hours to get it.  
 
Today, Cantonese Western restaurants are still thriving. The pioneer of Hong Kong-style Western cuisine, Taiping Koon Restaurant, is still in business. Gothenburg Restaurant has also been welcoming customers for 30 years. After director Wong Kar-wai took scenes from the Goldfinch Restaurant, this place became the go-to spot for movie fans.

  

Source: Dianping.com & Tripadvisor.com

 
Macanese Western Food
 
Hundreds of years ago, the Portuguese started their journey around the world, bringing local ingredients such as laurel, olive oil, sausages, and wine. When they arrived in India, they found curry. In Southeast Asia, they discovered spices like cinnamon, cardamom, pepper, and cloves. Afterwards, the Portuguese chose to settle down in Macau. This was when they combined all the flavours – both local and aboard, with Macau food, giving rise to the Western version of Macanese cuisine.
 
As a multicultural fusion, Macanese cuisine is known for its excellent usage of spices and sauces. From Indian turmeric, cumin, and cinnamon to olive oil, bay leaves and basil used in Mediterranean cooking and Portuguese dishes, many spices and sauces are integrated into the Macanese Western cuisine. Local ingredients are combined with Western flavours. For example, the hot and sour fish, Bacalhau fritters, and samosa are filled with Indian flavours. 
 
The most classic Macanese Western cuisine includes Portuguese chicken, African chicken, Portuguese tarts, and Bacalhau fritters.  
 
Portuguese chicken, despite its name, is a dish adapted from India and Africa.  The process is simple: whole chicken, potatoes, onions, and eggs are mixed with curry. After being stir-fried and roasted, the fragrant and tender Portuguese chicken is ready for consumption.  
 
African chicken is named as such because a spicy sauce from Africa is required in the recipe. This cuisine is made of chicken, potatoes and shredded coconut. After marinating for a day, the chicken will fully absorb the essence of different spices. Afterwards, it is baked and wrapped with coconut shreds, which is ideal for Macanese palates. 
 
Originating from Portugal, Portuguese tarts flourished in Macau. In 1989, a British chef named Andrew Stow changed Pastéis de Belém, a Portuguese egg custard dessert. With British custard filling and sugar reduction, he created the Portuguese tart, which has become one of Macau's famous cuisine of all time.
 
When we think about Macanese food, Bacalhau fritters will come to mind. This salted cod is also one of the most traditional Portuguese cuisines.  
 
Today, restaurants like António Macau, La Famiglia and Restaurante Solmar continue to serve Macanese Western cuisine. The Macau Special Administrative Region (SAR) government has continuously strived to protect the food heritage in Macau. In 2012, the Cultural Bureau of the Macau SAR government listed the culinary skills of the Macanese cuisine on the intangible cultural heritage list. 

  

 Source: Xinshipu, Baijiahao & Bendi5

 
Taiwanese Western food  
 
Like Haipai and Cantonese cuisines, Taiwanese Western food is also transformed by innovative chefs to satisfy the tastebuds of local diners. For example, hamburgers in Taiwan are filled with fried eggs and mayonnaise instead of meat.
 
Western corn soup usually has all its ingredients well-blended, while the corn soup in Taiwan is recognized for its sweet corn niblets, which add texture to the soup. In Taiwan, corn soup is a famous dish found in breakfast shops, cafeterias, Western restaurants, night markets, and even McDonald's.
 
Fries in Taiwan are also different. They are not made of potatoes, as the Taiwanese prefer sweet potato fries. They come with Taiwan’s unique plum powder instead of the typical ketchup.  
 
Steaks are popularized and localized in Taiwan. The Western-style porcelain plate is replaced with an iron plate to keep food warm. The Taiwanese steak is also served with fried eggs, rice, or noodles, which is very different from how it is done in the West.
 
Many Western foods in Taiwan, such as doughnuts and sandwiches, are presented and named differently. 
 
The American fried dough sticks on Taipei Street, for instance, have marinated tomato, braised egg, and cucumber wrapped in an oil-fired pastry. Few would associate this snack with the traditional sandwich.
 

Source: Youtube, Life Brunch Creative Kitchen & Liberty Times Net

 
Tianjin’s Western food
 
Tianjin's Western cuisine is also worth mentioning. The saying "Shanghai in the south and Tianjin in the north" captures the prosperity of Tianjin in the past. As Tianjin is a city that attracts celebrities from local and abroad, the city has a rich and diverse western cuisine. The famous Kiessling Restaurant is still full of customers, and Suyishi Western Restaurant is just as exquisite as it has always been. Cuisines such as the stewed beef in a casserole and baked assorted meat with cream sauce from Tianjin have now become signature dishes in northern China’s Western restaurants. 

  

Source: Dianping.com

中国人发明的西餐

外有西式中餐，內有中式西餐。文化的交融在中国各地谱写出不同的美味佳肴。
 
正如同大批中国人把中餐带到国外一样，西餐也随着外国人的脚步进入到中国的每一个角落。进入以后，多少得因地制宜，根据当地人的口味、当地现有的食材进行调整。尤其是建国后的一段时间内，政治环境的影响导致西餐在中国境内严重萎缩。即使后来复兴，味道也是千差万别，完完全全成了中国人自己的新西餐。

海派西餐
 
作为大陆对外开放的第一线，上海汇聚了全球各地的美食。冰淇淋、色拉、巧克力、牛轧糖、西冷牛排，正是从上海进入然后普及全国。
 
上海人按照自身的口味和本地食材的特性改良出来的西餐，国人称之为海派西餐。曾经海派西餐有英式、法式、德式、意大利式、美式、俄罗斯式六大菜系。然而这个分类，并非真正按照菜品的起源地划分，而是上海人根据自己印象中各外国菜系的特点来区分。
 
赵珩在《中国西餐的嬗变》中如此介绍：“英国人好吃炸土豆条、炸鱼，于是许多蘸面包糠的油炸鸡、鱼、肉就都冠以英式；法国人喜欢各种沙司，于是西餐馆就发明了一种以番茄酱、胡萝卜丁、口蘑丁、豌豆和葡萄干为主要原料的自制沙司，红红绿绿，味道酸甜，只要浇在炸猪排、炸鱼或肉饼上，就可以冠以‘法式XX’了。”
 
海派西餐最经典的代表，也就是本土化得最厉害，已然与上海人的日常生活融为一体的，就是罗宋汤、炸猪排和洋山芋色拉。
 
罗宋汤的原型，是俄国名菜红菜汤（borscht），这是一种加入多种菜的牛肉浓汤。其中红菜头必不可少，汤的稠度、甜味和色泽全靠它。然而上海没有红菜头，只能改用卷心菜。颜色就靠鲜番茄或番茄酱。要是没有牛肉了，就放红肠丁。如果俄国人看到罗宋汤，定然认不出它的老祖宗了。
 
炸猪排曾是西餐厅里的不二主菜，如今已步入百姓餐桌。现在不仅老百姓自家会制作，就连街边都有摊贩支着油锅在卖。而炸猪排的原型，众说纷纭。上海的炸猪排必须搭配辣酱油，这种独特的调味品原型是英国调料“伍斯特郡沙司”。然而维也纳炸猪排貌似不曾把这两种材料搭配在一起。如今上海的炸猪排已经发展出很多制作方式。无论怎么做，只要搭配上辣酱油，那就是老上海心里的海派西餐。
 
上世纪50年代的上海，色拉酱是稀罕物。买不到色拉酱，聪明的上海人就把鸡蛋敲开，用蛋黄来调拌。把煮熟的土豆切小丁，和红肠丁、青豆混搭，配上新鲜手打的蛋黄酱 ，就成了洋气的“洋山芋色拉”。
 
随着正宗的西餐重新回到中国，海派西餐日渐式微。如今只剩下德大西菜社、新利查西菜馆、红房子西菜馆等几家了。

图片来源：微信公众号@上海发布

 
港式西餐
 
港式西餐又称为豉油西餐，融合了本地的原料和粤菜的烹饪手法，更适合香港人的口味。二战后，为了满足香港本地普通老百姓对高贵西餐厅的渴望，本地餐厅开始用香港常见的食材和调料，结合西餐烹饪手法，推出价格大众化的西餐。
 
港式西餐的前菜通常是餐汤和牛油面包，没有头盘。最经典的餐汤是罗宋汤、奶油汤这两位“红白”天王。没有红菜头，港式的罗宋汤用西红柿膏制作。不直接食用奶油，香港人用称之为“白汁”的水分较少的奶油汤代替。
 
主菜有西餐经典的猪扒、牛扒、鸡扒和龙利鱼柳。也有烧乳鸽、瑞士鸡翅等独特美味。肉扒质量有限，就用中式豉油和铁板的高温来弥补。瑞士鸡翅并非产自瑞士，只是“Sweet”被误听成“Swiss”，然后被精明的老板利用来提升产品档次了。
 
港式西餐厅还提供米饭、意大利面、薯条，或者色拉等饱腹。当然也会有各种面包供客选择。除了西式的肉扒，各种融合西餐烹饪手法的焗饭、铁板餐等也大受欢迎。
 
这里的甜品也是港味十足。奶茶、柠檬茶、龙凤可乐、红豆冰等都能出现在菜单上。最著名的甜品一定是“焗梳乎厘”，这个世界上最大的梳乎厘需要7个鸡蛋，还只能现点现做。因此，想要吃到它，基本得等上两个小时。
 
如今，香港大街上的港式西餐厅风华依旧。太平馆这个港式西餐的始祖依然存在。摩登的哥登堡餐厅也三十年如一日地欢迎顾客的光临。被王家卫导演多次取景后，金雀餐厅除了招待附近街坊，还成了各种电影粉丝的打卡圣地。

 

图片来源：大众点评网, Tripadvisor.com

澳门土生葡菜
 
数百年前，远渡重洋的葡萄牙人带着他们的月桂、橄榄油、腊肠、葡萄酒等开始对世界的征程。到印度时，他们发现了咖喱。在东南亚，他们发现了肉桂、豆蔻、胡椒、丁香等香料。而后当他们选择定居澳门时，又不由自主的把澳门本土的饮食风俗加入菜谱。于是心灵手巧的家庭主妇们融合出了风味独特的土生葡菜。
 
作为多元文化的混合体，澳门土生葡菜最大的特色是在香料及调味酱品的使用上。印度的姜黄、小茴香、豆蔻、小豆蔻、辣椒、丁香、肉桂等；马来地区的蔗糖、椰子、马拉盏等；以及马六甲葡萄牙菜中使用的罗望子、椰奶等，都常见于澳门土生葡菜中。再结合地中海烹调和葡萄牙菜肴中惯用的橄榄油、红甜椒粉、月桂叶、橄榄、罗勒等。比如，血鸭就带有鲜明的伊比利亚半岛特色；酸辣鱼、马介休球、和咖喱角充斥着浓郁的印度风味；而福禄寿这道冷菜，用芥末、薄荷和酱油告诉世人它的日本血统。
 
最经典的澳门土生葡菜当数葡国鸡、非洲鸡，葡挞，和马介休。
 
葡国鸡，虽然号称葡国，实际上是葡人从印非地区学习过来的，在葡萄牙反而吃不到。葡家妈妈们把整鸡、土豆、洋葱、鸡蛋加上咖喱一起，几经翻炒和烘烤后，得出浓香鲜嫩的葡国鸡。
 
非洲鸡也只是用了非洲的辣酱，并非产自非洲。这道菜是由鸡肉、土豆、椰丝等制成。经过一天的腌制，鸡肉充分吸收了各地调料的精华。再经过烘烤和椰丝的包裹，宛如人间尤物挑逗味蕾。
 
葡挞虽然源自葡萄牙，却是在澳门发扬光大。1989年，英国人Andrew Stow对葡萄牙一种名为pastéis de Belém的蛋挞加以改良。他加入英式奶黄馅，并减少糖的分量，于是有了如今澳门的标志之一，葡挞。
 
而马介休几乎是大家心中对澳门菜的第一印象，这种经盐腌制的鳕鱼，可以说是最传统的葡式美食。
 
如今人们可以去安东尼奥餐厅、澳葡之家、沙利文餐厅等感受到土生葡菜的魅力。而澳门特区政府也在加大对土生葡菜的保护和宣传。2012年澳门特区政府文化局把土生葡人美食烹饪技艺列入澳门非物质文化遗产名录。更在全球收集土生葡菜菜谱，意图把曾经家庭主妇们的秘方搜集传承下来。

图片来源： 心食谱，百家号，本地屋

 
台式西餐
 
与海派西餐以及港式西餐类似，台式西餐也是能干的厨师们为了满足本地食客的好奇和口味而改良或者发明出来的。
 
比如最普通的玉米浓汤。在台湾的早餐店、自助餐馆、西餐馆、夜市，甚至麦当劳里，都有这款“西餐汤”的身影。有别于以炒面糊、奶油为基底，所有材料融合得不分彼此的西式玉米浓汤，台式玉米浓汤要求玉米成颗粒存在的。此外还得加上细腻如丝的蛋花。上桌前稍加勾芡，一份浓郁香甜的玉米汤就出来了。
 
薯条跟马铃薯也没了关系，换成了台湾人民最爱的地瓜。搭配的成了甘梅粉而不是番茄酱。
 
牛排也平民化。不仅瓷盘换成了铁板以保温，还搭配上煎蛋、米饭或者面条以饱腹。什么用餐礼仪在这样的牛排面前是彻底不存在了。
 
而源自法国布列塔尼的可丽饼，不仅口感变得酥脆如饼干，体型和馅料也放大了一番。
 
此外还有甜甜圈、三明治、烤肉等等。有的还保留原有的样貌，有的已经只剩一个名字，还有的甚至连名字都改的让人摸不着头脑。比如台北大街上的“美国油条”，且不论美国什么时候出油条了，油炸过后番茄、卤蛋、黄瓜随便加，算是把三明治改得面目全非了。

图片来源： Youtube，乐活餐点，自由时报

 
天津西餐
 
曾经天津的西餐也堪称一绝。“南有上海滩，北有天津卫”一话记录着天津曾经的繁华，这里国内外名流汇聚，美食自然也丰富多姿。起士林餐厅如今依然宾客满堂，苏易士西餐厅也高雅如旧。从天津西餐厅里走出来的罐闷牛肉、奶油烤杂拌如今已经成了北方西餐厅的必备。而北京的马克西姆餐厅和哈尔滨的华梅西餐厅，也成功的从历史的长河里沉淀下来，继续为国人们提供着或正宗、或改良了的美味西餐。

图片来源：大众点评网

Delicacies in Changsha's Foot Massage Centres

Fierce competition prompts foot massage centres to develop peripheral services. Now, they serve the best food in Changsha. 

In 2006, a novel named "Foot Capital" brought the foot massage culture of Changsha before the whole country. Originated in the northeast of China, foot massage flourished unexpectedly in Changsha. 
 
There is a joke circulating in Changsha: "If you throw a brick down in Beijing, it will hit an official; in Shanghai, it will hit a multimillionaire; in Changsha, it will likely hit two people on their way to the foot massage centre." If you need recommendations, your Changsha friends will probably ask you to hang a map of Changsha on the wall and throw a dart. No matter where you throw, the dart will most likely land on a foot massage place. 
 
The vast number of foot massage centres in Changsha also means more competition. From Thai style to Chinese style, back massage to foot massage – merchants have been fighting in these niche areas for so long that they are now moving to compete in other peripheral services. Some of the centres provide karaoke, movies, card games, tea and accommodation for the customers. Of all forms of additional services, Changsha's foot massage centres now face a fierce rivalry over their food. Each famous brand has its unique delicacy. Changsha's best food is now hidden in foot massage centres instead of those internet-famous stores by the street.  
 
This article will introduce to you six highly recommended foot massage brands in Changsha, together with their signature dishes.

 
1. The internet-famous: Golden Impression (Jinse Yinxiang) 
 
As a Chongqing enterprise that entered Changsha in 2018, Golden Impression successfully won a spot with its excellent marketing. It is being recommended everywhere on social media platforms such as Xiaohongshu, Dianping, and Tik Tok, which is why locals deride it as a place to hoodwink tourists. None of Golden Impression stores accept online or phone reservations. It is therefore normal to queue and wait there for more than one hour or two. However, you may order your food before your turn.
 
With over 40 food choices, beef rice noodles and steamed rice with beef are the best. The meat dumplings in spicy sauce is also a must-try. It is worth mentioning that all the delicacies there are free, and you can enjoy them at any time.  
 

Source: Dianping.com

 
2. The professional blind massage: Yeahcome
 
The owner of this local franchise is also blind. Founded in 1997, it now has its own specialized chiropractic hospital and the largest blind massage training school in central and southern China. Its selling point is markedly different from other foot massage centres.  
 
However, this professional foot massage centre provides customers with a surprisingly detailed menu, with food options ranging from desserts to mains, from tonic soups to famous local snacks. Yeahcome's braised food is more authentic than any other local restaurant in Changsha. For dinner, try their braised pork rice or potted rice. The dessert there is also highly recommended. A cup of green been slush will quench your thirst in the summer. 
 

Source: Dianping.com

Source: Dianping.com

 
3. The countrified: Sixi Fuqiao
 
Sixi Fuqiao is often jokingly ridiculed for its aesthetic. At the entrance, we see statues of Buddha's heads together with a Napoleon painting. The designer also decided to use Greek stone pillars to complement a room with Guanyin’s statue, the goddess of mercy in Chinese mythology. 

Source: Dianping.com

 
The technicians in Sixi Fuqiao immerse themselves in their work and seldom hard-sell any additional services, unlike how most foot massage centres function. 
 
When it comes to food, you will be pleasantly surprised that this traditional foot massage centre used to sell wonton as its primary business. The wontons they serve are fresh and tender, receiving many compliments from the customers.
 

Source: Dianping.com

 
4. The strictest technician assessment: Wuwei 
 
Wuwei, a brand from the Jiangxi Province, has been in Changsha for many years. To motivate the technicians, the centre has established a hierarchical technician assessment system. Newcomers must undergo a month of training up to ten hours a day and pass five exams before formally starting work. Wuwei also tests the technician's technique and understanding of human body structure from time to time. Afterwards, the centre will classify the technicians into different levels according to their performance. The lowest level technicians are known as "normal technicians", while the highest-level technicians are called "professors". This hierarchical assessment system motivates technicians to 
 
Wuwei is known for its authentic traditional Changsha snack, which has rice noodles mixed with lard. Its braised rice noodle and steamed dumplings are also worth a try.
 

Source: Dianping.com

 
5. The luxurious palace: Qianshen Guizu
 
Qianshen Guizu impresses its customers with its luxurious decors. Almost every centre is as lavish as a palace, with spacious rooms and expensive-looking furniture. Technicians here are carefully picked, and they are said to have the best salary in Changsha's foot massage industry. All female technicians are dressed in a delicate cheongsam and pleasantly interact with customers. This is an ideal place for business entertainment.  

Source: Dianping.com

 
Although limited in choices, Qianshen Guizu offers its customers delicate food as part of its quality service. According to some of its customers: "The food there is tasty, and the fruits are expensive and fresh. It is worth the price." 
 

Source: Dianping.com

 
6. The top-rated: JoinComeLife (Jiankang Daolai)
 
JoinComeLife has won praise for its friendly price and excellent service. Founded in 2008, the brand has captured the hearts of the picky Changsha residents and accumulated a huge fanbase for its service. As soon as you walk in, you will be warmly greeted by a receptionist asking you if you want to dine in. The technician also pays attention to your food preferences while massaging. The customer service will push the food cart around from time to time, and you are free to try out anything. From sweet rice dumplings to cold noodles, the full range of cuisines can definitely satisfy your cravings.
 

Source: Dianping.com

 
The foot massage culture in Changsha unites people from all walks of life, and it is known as the best place for someone to relax. Imagine yourself lying on a bed, enjoying tasty food, watching your favourite movie while having your muscles relaxed – what more could one ask for? 

内卷严重，长沙的足浴店拼起了美食

除了各种按摩，长沙的足浴店里还有全城最美味的食物。

2006年，一本名为《脚都》的长篇小说，把长沙的洗脚文化带到全国人民的眼前。这个起源于东北的享乐方式，在长沙繁荣昌盛得出乎意料。
 
在长沙坊间流传着一个笑话：“在北京，扔块砖下去，可能会砸中一个当官的；在上海，扔块砖下去，可能会砸中一个千万富豪；在长沙，扔块砖下去，可能就砸中了两个去洗脚的。”如果你问长沙朋友该去哪家店，他们可能会让你掷飞镖。往墙上挂个长沙地图，随便扔个飞镖都能戳中一家足浴店。
 
对手太多，竞争压力自然大。泰式、中式，精油、中草药、推背、按脚...店家们已经在这些细分项目上厮杀太久，如今更是拼起其他周边服务：K歌、看电影、棋牌、茶艺、健身、住宿...而最契合长沙这个城市的，应该是美食了。虽然其他城市的足浴店也会提供小吃，但只有长沙才会拼刺刀般的狠，每个名气大点的品牌都有自己的独门小吃。难怪有传闻，长沙最好的美食，不在街边的网红店内，而藏在巷子里的足浴店里。
 
这里我们罗列几个备受推荐的足浴品牌，排名不分先后，仅供参考。

1. 最网红的金色印象
 
作为一家2018年才进入长沙的重庆企业，金色印象凭借厉害的营销手段成功闯出一片天地。小红书、大众点评、抖音等到处都是他们家的推文。这自然也被本地人调侃为专坑外地游客。不接受电话或网络预定，只能现场排队取号，于是在这里等上一两小时是正常的事。幸亏消费之前就可以点餐享用。40多种美食小吃和水果里，广受好评的是牛肉粉和牛肉盖饭，红油抄手也堪称一绝。最值得一提的是，金色印象的小吃全部免费，想吃随时可以点。

图片来源：大众点评网

2. 主打盲人按摩的颐而康
 
这家长沙本地企业的老板也是一位盲人。从1997年发展至今，已经有了专门的按摩正骨医院，还成立了中南地区最大的盲人按摩技术培训学校。路线和其他足浴店明显不同。
 
然而这么正统的足浴店居然有着一份超级详细的菜单，从甜品到主食，从滋补靓汤到网红小吃一应俱全。颐而康的卤味比任何一家绝味、周黑鸭都地道。甜品也备受推崇，夏天来一份冰冰爽爽的绿豆沙，真是舒适极了。当然，饭点还是得来点主食，颐而康的煲仔饭和卤肉饭可是出了名的好吃。
 

图片来源：大众点评网

 

图片来源：大众点评网

 
3. 土味浓厚的四喜富侨
 
纯朴的四喜富侨因奇葩的审美风格而备受业内吐槽。老板把佛头和拿破仑摆放在一起，又让观音菩萨和希腊石柱共处一室，让人一时之间不知如何夸赞。

图片来源：大众点评网

 
朴实的技师也不跟你嘘寒问暖，推销业务。一味埋头按摩，专注自己的本职工作。然而这家纯正朴实的足浴店，本行居然是做馄饨的。难怪他家的混沌皮薄馅满，鲜香嫩滑，咬一口就是满满的幸福感。

图片来源：大众点评网

 
4. 等级森严的无为
 
来自江西的无为深耕长沙多年，并创立了一套完整的技师考核系统。新手必须经过一个月、每天十小时的培训，然后五重考试才能上岗。此后每个阶段都会考察技师的手法和对人体结构的了解程度。刚上岗的叫“普足（普通足浴技师）”，而最高级别就是“教授”。有了级别员工才有奋斗的动力。不想成为“教授”的技师怎么可能做的长久呢。
 
无为提供的长沙经典小吃“猪油拌粉”能击败赫赫有名的火宫殿。卤粉、蒸饺也广受好评。
 

图片来源：大众点评网

 
5. 富丽堂皇的浅深贵足
 
浅深贵足的评价里，十有八九都在感叹其装修之奢华。基本每个店都金碧辉煌得像皇宫，里面的房间也豪华大气。技师都经过精挑细选，据说她们拥有长沙足浴界最好的薪资待遇。技师们个个身着精致的小旗袍，甜甜的与顾客谈天说地。难怪它能成为商务宴请的好去处。
 

图片来源：大众点评网

 
浅深贵足提供的食物种类倒没那么丰富，但样样精致可口，也算是对得起它的价格。

 

图片来源：大众点评网

 

6. 五星好评见康道莱
 
从装修到价格，再到服务，见康道莱基本零差评。这个成立于2008年的品牌依靠热情周到的服务俘获了挑剔的长沙人民的心，累积了一大批忠实粉丝。而其齐全的美食更是让粉丝们成为它的免费推荐官。一进门，前台小美女就会问你是否需要吃点什么。按摩时技师也会关注你的喜好。还有客服时不时推着小车过来诱惑。煲仔饭，汤圆，凉面...样样都不能错过。

图片来源：大众点评网

 
在长沙，光顾足浴店的不仅仅是中老年人士，还有90后甚至00后的年轻人。不仅是逛街逛累了的闺蜜团，还是游玩一天筋疲力尽的大家庭，都会选择去足浴店里放松一下。也许有很大一部分人，是为了这些美食。也正是长沙人民的享乐主义，让足浴在这个小城市生根发芽，遍地开花。