Church restores barbecue and first "north skewers go south" to become a new trend in the development of the barbecue industry

Cover news reporter Zhang Yuexi

Affected by the objective factors of the epidemic prevention and control in 2021, catering merchants in many places have experienced rest and resumption of work, and barbecue has become a "potential king" for catering categories. The recovery momentum in the catering category is obvious.

On June 29, the China Hotel Association and Meituan released the "2022 China Barbecue Industry Consumption Development Report". The report showed that the year -on -year increase in the annual consumption of barbecue bus in 2021 was 48.3%, and the number of stores across the country increased to 460,000. In terms of region, the three northeast provinces are still the main force of barbecue, and the southern barbecue is also developing rapidly. In addition, barbecue is combined with the new consumption scenario and consumer demand, and the new supply -related new supply of camping with "camping barbecue package" increases by 177.7%year -on -year.

"2022 China Barbecue Industry Consumption Development Report" released

Barbecue into a catering category "Potential King" bus online consumption year year -on -year increased by 48.3% year -on -year

Xiaoshi Chuan Store is a star barbecue brand in the barbecue town of Harbin. It is very busy on weekdays. It is common for queues. However, in the first half of 2022, Harbin was affected by the epidemic and stopped eating twice. "At that time, it mainly relied on takeaway to maintain operation. There was no guest on the facade, but the rent could not be stopped. The pressure was very strong." Recalling the two months, Tao Xiaodong, the director of the operation of the small flavor store, was very emotional.

After the restoration of the food, the store was quickly crowded by the diners from afar. "Our Harbin people can't do without barbecue for a day, and this thing is eaten at the store! An old customer came to eat for three days and said that he would like this taste at home." Tao Xiaodong told reporters with a smile. After the emergence of the economy after the epidemic, the turnover of the small flavor store quickly surpassed the same period in 2021.

The small flavor shop under the night is full of consumers who come to dine

Barbecue has become the "potential king" of catering categories. The report shows that in 2021, the number of barbecue stores across the country increased to 460,000, and the number of online orders for barbecue category was strong, and the year of bus consumption increased by 48.3%year -on -year. At the same time, consumers actively search for related keywords such as "barbecue", reaching a record high, an increase of 29.8%year -on -year, and the growth potential of barbecue categories has huge potential.

"Barbecue is a category with strong social attributes. It is coming in summer. It is expected that there will be a wave of turnover in the future." Tao Xiaodong analyzed.

"North Strings to the South" becomes the forefront of the country in Guangshen Stores, the growth rate of Guangshen stores

In 2015, the Liaoning guy Guan Yang came to Shenzhen to start a business from his hometown. He was surprised to find that the barbecue market in Shenzhen was almost blank compared to his hometown. More importantly, the barbecue categories on the market are mainly Japanese barbecue and Korean barbecue. Basically there are no Northeast barbecue restaurants. "Our parents have opened the restaurant for barbecue since the 1990s. I grew up smelling barbecue from a young age. At that time, I felt that making barbecue in Shenzhen was a good opportunity." Guan Yang opened his first Northeast barbecue in Shenzhen shop.

At the beginning, the southerners did not recognize the Northeast barbecue at all. Guan Yang always explained the difference between Northeast barbecue and other barbecue to diners. However, in recent years, with the output of Northeast culture outward, more and more southerners like to and recognize Northeast characteristic barbecue. Now, Guan Yang has 5 Northeast barbecue shops in Shenzhen.

"North Strings to the South" has become a new trend in the development of the barbecue industry, and more and more Northeast barbecue restaurants have flourished in the southern cities. The report shows that in Sanya as an example, the number of Northeast -flavored barbecue shops increased by 66.7%year -on -year in 2021, and the number of online transaction orders in 2021 increased by 48.2%year -on -year.

The regional distribution of barbecue stores is changing from north to south to parallel development. In the top 10 cities on the number of shops on the barbecue line in 2021, Shenzhen and Guangzhou ranked fourth and ninth in ranking. Among the top ten rankings, nine of the top ten are southern cities, of which Wuhu City occupies the first place with a growth rate of 90.3%.

The Sichuan -Chongqing area has become the champion of the barbecue competition shop, and the northeast barbecue follows behind

The barbecue flavor is not just the interoperability between big cities, but the flavor of the "small city" has also begun to enter the first- and second -tier cities. Taking the three northeast provinces as an example, the flavor barbecue of Hegang, Jinzhou and other places has become the most distinctive "city business card" in the small town. The report shows that the number of "Hegang skewers" has continued to rise in recent years, and in 2021, it has increased by 31.4%compared with last year. In 2021, the relevant search volume of "Hegang Small Strings" increased by 51.8%year -on -year.

New demand drives local supply camping barbecue dishes by more than 177%

This year, "camping" has become a popular event for consumers. Yang Fang, the person in charge of Gaga barbecue takeaway, keenly discovered this new consumption scenario, and launched the "Camping Survey Outdoor Barcut Package" on the takeaway platform, with an average monthly sales of over 2,000 copies. Yang Fang analyzed that barbecue has social and interactive attributes at the same time, and is most suitable for family and friends to bake together outdoors.

Barbecue+camping becomes a new wave

The report states that the consumption scenarios of barbecue are becoming more and more diversified. In the first half of 2022, the number of barbecue takeaway orders at the camping point was 62.7%. In the barbecue category, the supply of dishes containing "camping" keywords growth rate was 177.7%year -on -year.

In addition to new scenes, many barbecue merchants have also developed a new direction according to the changes in the consumer group.In the past, barbecue was mostly a group of people's dinner options, but as the white -collar class became the main consumer for barbecue, the "single set meal" gradually appeared in the menu of the barbecue store.Data show that in 2021, consumers 24-40 accounted for 69.5%of the total number of barbecue consumption.In the first half of 2022, in the barbecue category, keywords related to keywords such as "single -person meals" and "business packages" increased year -on -year growth rates reached 136.1%."At present, the barbecue industry is facing business problems such as the impact of the epidemic and slowing growth. With the development of my country's digital economy, more merchants can connect consumer needs through the platform, thereby improving the level of digital operation and enhancing its ability to resist risks." China Dong Qi, the chairman of the Barbecue Professional Committee of the Hotel Association, believes that barbecue, as a lively sample of China's catering industry, shows the toughness and vitality of the local real economy.

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