Xiaoyin in the city, the big business hidden in the tavern

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

After a busy day of work, people often invite three or five friends to relax. In addition to enjoying food and wine together, the tavern is also a good place to relax and talk about the earth. The cup, when the wind of the slightly stubborn wind comes, the feeling is really a joy in life.

Compared to staggered, young people love to drink and relax

I have a story, do you have wine? According to the data from Ai Media Consultation, 64.7%of consumers are in a state of drinking after drinking in the tavern. When the night economy and the trend of the micro -fading are popular, compared with the past and drunk. Many young people began to take a drink as a daily leisure way.

According to the data of the "Development and Bench Case Research Report of the Chinese Section Industry and benchmark case" by 2021, the young people are the more active consumer entities in the night economy. Among them, the proportion of choosing to the tavern is 23.5%, which shows that quiet and natural The tavern is more in line with the consumption habits and social needs of young people.

The tavern business is quietly emerging in various places. For the tavern business, we can actually be divided into two. On the one hand, it is a business, which is a business, and obtains revenue and profits by selling drinks. On the other hand, it is also a social platform. The channels for communication and emotional emotions have been released, and the Caipao Ceremony released the "2021 China Section Industry Development Research Report". The data shows that 61.5%of consumers in small taverns are for social needs.

Young people have become the main force of tavern consumption. Unlike middle -aged and elderly groups, young people prefer beer, wine, fruit wine, and wine. According to data from Fhstrilin, from 2015 to 2019, the total revenue of the domestic taver industry increased from more than 80 billion yuan to more than 110 billion yuan, with an average annual compound growth rate of 8.7%.

Due to the impact of the epidemic in 2020, the decline was relatively large, and the revenue dropped to more than 70 billion yuan. With the effective prevention and control of the epidemic and the continuous economic environment, it is expected that by 2025, the number of taverns will reach 56,500. The revenue of the tavern industry will reach more than 180 billion yuan, and the average annual compound growth rate will reach 18.8%. In contrast, the overall compound annual growth rate of the catering industry will be 14%. The former is obviously higher.

For a long time, the tavern business has been in a scattered business state. Not only does it lack the attention of the capital market, but also cannot talk about large -scale operations. At present, more than 95%of the domestic tavern belongs to the number of stores. The tavern brand is operating, or it is a single tavern operating independently, but many individuals operate the tavern support from the supply chain support of the wine brand because it is a dealer or agent of the wine brand.

Generally speaking, the top five tavern brands in the industry, their revenue increased by only 2.2%in market share. Of course, from another perspective, this also means On the road of business, corporateization, and chain, there is still a blue ocean in front, although the road is not flat.

Incorporate local characteristics, find culture, taste and emotional identity

"Yu Jian column" believes that the tavern business relies not only to business business logic, but also a sense of cultural, taste and emotional identity, and the unique charm that reflects regional culture and humanistic style. Regional characteristics and customs.

The bar in Lijiang is full of ethnic elements and fascinating singing. While the bar in the ancient town of Phoenix is ​​full of peace and quiet atmosphere, it is also the spiritual intersection of the singers and tourists in the field. The tradition that continues for thousands of years has merged the modern atmosphere.

The bar in Shanghai looks more fashionable and exquisite, especially in Juolu Street has settled in many distinctive boutique bars. Chengdu bars reflect a petty style and feelings. Time seems to be still, easy, comfortable, and Patto. The characteristics are exhibited here.

Wu Hui opened a small tavern in Chengdu. The location of his choice is not bad. There are several larger real estate nearby. There are tens of thousands of residents. The operating environment is okay. Soon the gate of the gate, the per capita consumption of customers is basically between 50 and 150 yuan, most of which are about 100 yuan.

The tavern offers a variety of wine, drinks, snacks, and fruit platters, mainly by making money by wine, such as the profit of like craft beer and modulating wine, which is about 70 % or 80 %. There are more routes, so Wu Hui dare not invite employees. The small tavern has always been busy Zhang Luo with his wife. He roughly calculated that the average daily flow of about 3,000 yuan is on average. Except for various costs, basically it can still be small. There are surplus.

Wu Hui planned to renovate the tavern in the next step to reflect his own style as much as possible to attract more discerning guests. Half of the proportion.

Therefore, he is preparing to increase the varieties of wine and vegetables, such as plum wine, sake, fruit wine, barbecue, salad, salad, dessert, staple food, etc. In addition, interest rates, he also prepared a lot of fun board games toys or script killing games, hoping to make guests happy and happy. my country has a vast area and many cities. In different areas and cities, the differences in culture, customs, diet, preferences, and consumption capacity are relatively large in different areas and cities. When and chain, we must first understand all kinds of favorable and disadvantaged factors.

In the first -tier cities to do a tavern business, due to the high cost of rent, decoration, and labor, the difficulty coefficient of opening a store is much larger than the second, third and below cities, such as the tavern operating in the first, second, third, and below cities last year. The number is 88, 458, and 307, respectively. The company's profit margins in the first, second -tier, and third -tier cities are 0.01%, 16.92%, and 23.25%.

Brand cross -border has become the norm, and multi -business integration creates multi -dimensional consumption scenarios

At present, the tavern culture and consumption habits are still in the stage of breeding training, so the tavern business is still difficult to meet the expectations of operators or investors, and its passenger flow, revenue and profit margin have room for further improvement.

Hylun's financial report shows that the average daily turnover of its tavern is 9,000 yuan. If it is a new store, the revenue may be lower. Considering the income and economic strength of the target group, especially the young people, The consumption capacity is relatively weak, and they pay more attention to the social atmosphere and party environment of drinking.

Therefore, in addition to a few bars that provide business functions, most ordinary taverns use cost -effective strategies. Therefore, whether the tavern can finally achieve profitability, the location is very important, such as in the core business location, many residential areas, core business districts, flow of people or people or abortion or people. The tavern in the dense area of ​​young people, as long as it is properly operated, will still have good development prospects in the end.

Since the past two years, the scattered business of the tavern has gradually changed. Hyon Division has become the first domestic tavern chain brand. The company officially landed on the Hong Kong Stock Exchange last year. This IPO issued a total of 135 million shares. The company plans to open 630 and 900 new tavern in the two years and next. By the end of 2023, the number of taverns will increase to about 2,200.

Although Helens is still in a state of increasing income and increasing profit, the main reason is that the rapid expansion affects the profit in the short term, so this does not affect the basic disk of the tavern economy. Walnut is a family of literature, music, Sichuan cuisine, red wine, wine, red wine, In the same music tavern chain brand, more than 500 stores have been deployed in 300 cities in 6 years.

In addition, the brand cats in the South China chain tavern have received hundreds of millions of yuan of Pre-A and A and A round of financing. The Ruisi House also received the angel round financing of Sequoia Capital. Hundreds of millions of yuan.

From the perspective of capital investment or cooperation, the wine industry giants have always been deploying tavern business. Brands such as Budweiser, Carlsberg and other brands have close supply and cooperation relationships with bars, nightclubs, and clear bars. Brewery such as the tavern, Yanjing Community Wine, Gispol crafts tavern, and other beer rooms have sprung up in big cities like rain.

Among them, Tsingtao 1903 Qingdao Beer Bar has covered more than 60 cities in China, with more than 200 stores. Yanjing Beer also opened about 200 Yanjing Beer Community wines in Beijing.

Liquor companies are also moving and coming. The GOGON Space "Highlight Light Luxury Flash Shop" in Luzhou Laojiao opened in Red Star Plaza, Chunxi Road, Chengdu. The back street of the ancient town began to open, and the wine and vegetable business model created by the wine and vegetables is another beneficial attempt for wine companies to explore new consumption scenarios.

In fact, many brands do the tavern business directly. The main purpose is not to increase revenue, but to use it as a means of brand promotion and marketing. Enterprises hope to create a new wine consumption experience in the form of immersive interaction. The environment, the blooming tavern undoubtedly provides an ideal experience platform for the brand and products.

At the same time, brands such as Haidilao, Starbucks, HI Lao, Xijiade, Ba Nu, and villagers have all entered the border. Bal Ba, Jianjia and Haidilao are also trying the business model of hot pot+tavern.

At present, the tavern business is still based on wine tasting represented by craft beer. After cross -border enterprises and social capital enter the field, the diversified model of the bar+catering is gradually taking shape. Essence

Conclusion

Increased work pressure, the pace of life is accelerating, people also need more, different styles of leisure and relaxation places. At the same time, young people in large cities, especially first- and second -tier cities, also hope to have more social scenarios and social platforms to satisfy satisfaction The need for communication and dating in different conditions.

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