Tesmec Middle East Co.

What Tesmec Middle East Co. does

Jiumaojiu Group is a Chinese multi-brand restaurant conglomerate headquartered in Guangzhou, publicly listed on the Hong Kong Stock Exchange under HK.09922 since January 15, 2020. The group originated in Haikou in 1995 as a Shanxi noodle shop and has scaled over 30 years to operate 600+ stores across five core brand segments: Jiumaojiu Northwest Cuisine (the original heritage brand featuring Shanxi knife-cut noodles), Tai Er Suancai Fish (an internet-style Suancai fish concept with 400+ global stores), Song Chongqing Hot Pot (focused on fresh-cut beef and in-house hot pot base production), Shan De Shan Wai Mian · Guizhou Sour Soup Hot Pot (a 2024 launch into Guizhou regional cuisine), and Chaonabian · Chaozhou Roast Fresh Beef (China's first AI-native BBQ restaurant, launched December 2025 with proprietary AI virtual server 'Yebit'). The group also operates Super Tomato children's experience stores and the high-end Shang Xian Yue Mu beef hot pot brand (Black Pearl One-Diamond 2026).

The company operates a vertically integrated supply chain comprising the Nansha National Supply Chain Center base (RMB 500M investment, 140,000 sqm build area, targeting RMB 3B+ annual output by 2027) and East China headquarters in Shanghai, supplemented by proprietary aquaculture operations in Dongyuan County that have yielded 8 national patents in circulating water systems and GAA BAP certification. Digital supply chain systems achieve 100% electronic inspection document usage across all direct-operated stores and report 75% delivery efficiency improvement. Customer segments span families, young urban consumers, and premium diners across mainland China, Hong Kong, Macau, Singapore, Malaysia, Thailand, Indonesia, Canada, USA, and New Zealand.

The business model combines direct-operated restaurant revenue (transaction-based dining services across all brands) with franchise and cooperation fees (licensing, supply chain services, brand usage) following the 2024 opening of franchise business for Tai Er and Shan De Shan Wai Mian brands. Revenue is generated from B2C consumer dining at the point of sale with no subscription or membership pricing disclosed. Group-level marketing leverages WeChat (3M+ followers on Jiumaojiu Northwest Cuisine alone), Weibo, PR, and ESG/CSR communications to reinforce brand reputation, food safety credentials, and community engagement. The group has earned repeated China F&B Top 100, Hurun Top 100, Red Eagle, and Black Pearl recognition across 2015–2026.

Name

Tesmec Middle East Co.

Legal name

九毛九（广州）控股有限公司

Website

https://tesmec-me.com

Company type

Public

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Jiumaojiu Group operates a 600+ store, multi-brand Chinese restaurant portfolio spanning Northwest cuisine, Suancai fish, hot pot, and AI-native BBQ, listed on HKEX as HK.09922, serving B2C consumers across China and eight overseas markets with vertically integrated supply chain and digital operations.

Ownership category

akta.pro rank

Product category

Chinese Restaurant Chain Services

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)

akta.pro secondary industry

Asian QSR (Chinese/Thai/Japanese/Korean) (THAFAAAF)

Keywords

• Chinese restaurant chain
• Multi-brand dining
• Hot pot restaurants
• Suancai fish dining
• Chinese cuisine brands

Headquarters

HQ city

Guangzhou

HQ country

China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Restaurant Dining Services: The group generates revenue primarily through direct restaurant operations across multiple brands. Customers dine in at restaurant locations and pay for food and beverages. The group operates both all-direct-store (全直营) model for flagship brands and has begun franchise expansion.
2. Franchise and Cooperation Fees: Following the 2024 announcement to open franchise cooperation, the group now generates revenue from franchise partners through licensing fees, supply chain services, and brand usage fees for brands including 太二酸菜鱼 and 山外面贵州酸汤火锅.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Jiumaojiu Group operates a multi-brand Chinese restaurant chain with 600+ stores across China, Southeast Asia, and North America. The portfolio spans five major cuisine segments: Northwest Chinese cuisine (Jiumaojiu brand), Suancai/sour cabbage fish (Tai Er brand with 400+ stores), Chongqing-style hot pot (Song brand), Guizhou sour soup hot pot (Mountain's Outside brand), and Chaozhou fresh beef BBQ (Chao Nabian brand). The group also operates a children's experience store (Super Tomato) and high-end beef hot pot (Shang Xian Yue Mu). The flagship holding entity (Jiumaojiu Group International Holdings Limited) is listed on the Hong Kong Stock Exchange (HK.09922) since January 2020.

Product overview

Jiumaojiu Group is a Chinese restaurant conglomerate operating multiple distinct dining brands across different cuisine segments. The portfolio includes: 九毛九西北菜 (Northwest Cuisine), 太二酸菜鱼 (Sour Fish Hot Pot), 怂重庆火锅厂 (Chongqing Hot Pot), 山的山外面·贵州酸汤火锅 (Guizhou Sour Soup Hot Pot), 潮那边·潮汕烤鲜牛肉 (AI-powered Chaozhou BBQ - China's first AI-native restaurant), 赏鲜悦木 (High-end Beef Hot Pot), and 九毛九儿童体验店 (Children's Experience Store). The group operates over 600 stores across China and overseas markets, with total store count as of October 2025.

Differentiator

Problem solved

Functional benefit

Brands

• 九毛九西北菜: Core brand specializing in Northwest Chinese cuisine, offering Shanxi-style dishes including hand-pulled noodles and traditional Shanxi dishes.
• 太二酸菜鱼
• 怂重庆火锅厂
• 山的山外面·贵州酸汤火锅
• 潮那边·潮汕烤鲜牛肉
• 超级番茄儿童体验店

Products and services

• Jiumaojiu Northwest Cuisine (九毛九西北菜) Flagship Northwest Chinese cuisine brand of the group, offering Shanxi-style noodles and traditional Shanxi dishes with 30 years of heritage. Features handmade knife-cut noodles (national intangible cultural heritage) and fresh ingredients, recently refreshed with the proposition "one dish of vinegar, one bowl of noodles, one plate of fresh Shanxi cuisine" (一碟醋 一碗面 一盘鲜活山西菜).
• Tai Er Suancai Fish (太二酸菜鱼) Innovative internet-style restaurant chain specializing in sour cabbage fish with over 400 stores globally across China, Southeast Asia, and North America. Brand proposition "sour vegetables better than fish" (酸菜比鱼好吃). The brand launched fresh ingredient upgraded stores in March 2025 featuring live fish, fresh beef, and fresh chicken.
• Song Chongqing Hot Pot (怂重庆火锅厂) Chongqing-style hot pot brand centered on "happy" culture with the slogan "be happy at Song to celebrate" (开心就来怂庆祝). Focuses on fresh-cut beef and self-manufactured hot pot base, with self-built factory for broth production. Targets young consumers with trendy dining experiences and engaging interactions.
• Mountain's Outside Guizhou Sour Soup Hot Pot (山的山外面·贵州酸汤火锅) Hot pot brand featuring authentic Guizhou sour soup with the brand concept "from the mountains, beyond the mountains" (来自大山里，走到山外面). Brand slogan "sour from the mountains" (山里来的酸) expresses authentic mountain ingredients and a sincere brand philosophy.
• Chao Nabian Chaozhou Fresh Beef BBQ (潮那边·潮汕烤鲜牛肉) First AI-native BBQ restaurant brand in China with concept "grilled fresh beef, even fresher and sweeter" (烤鲜牛·更鲜甜). Focuses on Chaozhou-style fresh beef BBQ with proprietary AI virtual server "Yebit" providing intelligent identification, immersive dining companionship, online interactive dialogue, and food expert recommendations. Combines AI-native restaurant technology with art aesthetics for urban consumers.
• Jiumaojiu Shanxi Cuisine Restaurant (九毛九山西菜馆) New restaurant format of the flagship Jiumaojiu brand with refreshed proposition "one dish of vinegar, one bowl of noodles, one plate of fresh Shanxi cuisine" (一碟醋 一碗面 一盘鲜活山西菜). Features non-heritage knife-cut noodle performance and signature dishes including Jiumaojiu Fresh Chicken Two Ways (九毛九鲜鸡二吃), New Year Cake Braised Live Perch (年糕烧活鲈鱼), and Green Onion Exploded Same-Day Diaolong (沙葱现爆当日吊龙).
• Super Tomato Children's Experience Store (超级番茄儿童体验店) Parent-child friendly restaurant with IP mascot "Super Tomato" (超级番茄) featuring children-friendly menus, eating games, and special experiences for families. Specifically targets families with children through specialized children's dining experiences and parent-friendly restaurant designs.
• Lai Meili Meishan Peppercorn Grilled Fish (赖美丽眉山藤椒烤鱼) Sichuan-style grilled fish brand featuring Meishan peppercorn flavors, part of the group's multi-brand portfolio expansion.
• Shang Xian Yue Mu (赏鲜悦木) High-end beef hot pot brand with philosophy "natural" (天然), committed to serving fresh beef and 100% natural sauce ingredients. Became Guangzhou's first hot pot category restaurant to be listed in the Black Pearl Guide in 2026, receiving One Diamond Black Pearl Award.

Quantifiable outcome

• 600+ stores as of October 2025
• +9 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core, strategic and minor.

• 潮发coreStrategic or Co-development Partner · 19 December 2025九毛九集团携手潮发共同打造「潮那边·潮汕烤鲜牛肉」品牌，保证鲜牛品质，联合打破「鲜」的界限，开创潮汕牛肉鲜烤新赛道。
• CQM方圆（方圆标志认证集团）strategicStrategic or Co-development Partner · 26 March 2025方圆标志认证集团（CQM方圆）董事长冀晓东率队莅临九毛九集团总部参观交流。双方围绕多领域合作展开深入探讨，涉及供应链赋能、高端品质认证、合规建设、数字化转型等领域。方圆授予九毛九集团「品牌共赢合作伙伴」荣誉奖牌。
• GAA（全球水产养殖联盟）strategicStrategic or Co-development Partner集团自有鲈鱼养殖基地获得全球水产养殖联盟(GAA) BAP最佳水产养殖规范认证，建立「集团+第三方+基地」三级联动稽查体系，实现全流程可追溯动物福利管理。
• 《水产前沿》杂志minorGTM or Marketing Partner太二酸菜鱼凭借以加州鲈为原材料的老坛子酸菜鱼，荣获「2020中国加州鲈产业年度榜-年度餐饮品牌」，经《水产前沿》调研评选产生。
• 美团strategicGTM or Marketing Partner太二与美团合作推出何英俊公益猫粮项目，顾客可在太二门店免费领取公益猫粮。美团黑珍珠餐厅指南2026年授予赏鲜悦木「黑珍珠一钻」。
• 中国乡村发展基金会strategicGTM or Marketing Partner2023年8月，九毛九集团通过中国乡村发展基金会捐赠100万元人民币用于援助京津冀受灾地区紧急救援和灾后重建。
• 中国红十字基金会minorGTM or Marketing Partner九毛九西北菜与中国红十字基金会联合开展「飞鸟计划」女童关爱活动，为山区女童捐赠卫生用品等物资。
• 壹基金minorGTM or Marketing Partner联合壹基金等慈善组织开展「乡村儿童操场计划」，已累计在全国修建3426座乡村儿童操场。
• 首都爱护动物协会minorGTM or Marketing Partner首都爱护动物协会作为「送流浪猫一套房」公益项目的共同发起方，为流浪动物保护提供专业支持。
• 粤黔东西部协作办及两地政府strategicOthers在粤黔东西部协作办及两地政府统筹协调下，九毛九集团深度参与贵州乡村振兴建设，包括「亮堂护眼教室计划」及毛辣果产业链合作。

Scale indicators14 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Banu Hotpot: Privately held Chinese hot pot chain known for premium ingredients and 'service is not the essence, ingredients are' positioning. Directly comparable to Jiumaojiu's Song Hot Pot and Mountain's Outside in the hot pot category with similar regional and demographic overlap.
• Kung Fu (真功夫): Major Chinese fast casual dining chain specializing in Cantonese steamed meals with hundreds of stores. Comparable as a large Chinese QSR/casual dining operator with mall-based strategy and standardized menu similar to Jiumaojiu.
• Ajisen Ramen: Hong Kong-listed Japanese-style ramen chain (HK.0538) operating hundreds of stores across China and Asia. Comparable as an Asian noodle/QSR chain with public listing and multi-regional footprint, intersecting Jiumaojiu's noodle heritage and Tai Er's positioning.
• Haidilao International Holding: Hong Kong-listed Chinese casual dining leader (HK.6862) operating the world's largest hot pot chain with a multi-brand strategy. Closely comparable to Jiumaojiu as a publicly listed Chinese restaurant group with extensive store footprint and premium positioning.
• Xiabuxiabu International: Hong Kong-listed Chinese hot pot chain operator (HK.0520) with the Coucou and Xiabuxiabu brands. Directly comparable as a public Chinese hot pot and casual dining chain competing in similar categories to Jiumaojiu's Song and Mountain's Outside.

Broad incumbents

• McDonald's China: Operating arm of McDonald's in China with thousands of stores. Comparable as a global QSR incumbent in China competing for the same casual dining occasions and mall traffic as Jiumaojiu's brands.
• Jollibee Foods Corporation: Philippines-based global multi-brand QSR operator with diverse cuisine portfolio including Chinese brands. Comparable as a publicly listed multi-brand QSR conglomerate pursuing international expansion similar to Jiumaojiu.
• Yum China Holdings: NYSE/HKEX-listed operator of KFC, Pizza Hut, Taco Bell, and other QSR brands in China (YUMC). Comparable as a large multi-brand QSR operator in China with hundreds to thousands of stores and public listing, though focused on Western cuisines versus Jiumaojiu's Chinese cuisine portfolio.
• Dicos: Major Chinese QSR chain specializing in chicken and burgers with thousands of stores across China. Comparable as a multi-brand Chinese QSR operator though focused on Western-style fast food rather than Chinese cuisine.

Regional players

• Quanjia Group (全聚德集团): Beijing-headquartered Chinese restaurant group known for Peking duck and traditional Chinese cuisine with A-share listing. Comparable as a Chinese restaurant chain operator, though primarily serving northern China and focused on heritage cuisine rather than Jiumaojiu's diversified brand portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tesmec-middle-east-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tesmec Middle East Co.