Under the epidemic survival survey of individual industrial and commercial households in Zhejiang Catering Industry: How to leverage the new diet consumption

Zhejiang News Client reporter Jin Chunhua Xie Danying Xu Xianfei

Lanxi Net Red "Pickup Point" Youbu Morning Tea Street. Photo by Zhejiang News Client Photo Wang Ping

Hangzhou's consumption enthusiasm was "ignited" by consumer coupons. A set of data describes the "burning heating value": As of July 3, the first and second phases of digital consumer coupons have driven more than 3 billion yuan.

Such "heat" can obtain perceptual authentication. At 20:00 on June 24, Hangzhou issued the second digital consumer coupon this year. Two hours later, the reporter came to a barbecue street in Binjiang District Miaohou Wang Road, and found that many diners had poured into it. The scene floated at the scene with sound, barbecue, and beer bottle. "After the policy‘ ignit ’, how to make the market be hot, it will be depends on us.” The owner ’s confidence is obviously stronger after the hotness brought by the first period of consumer coupon.

City fireworks, economic vitality vane. The fifteenth party congress of the just -concluded province, "Increase support for small and medium -sized enterprises and individual industrial and commercial households", "do everything possible to help enterprises' rescue" and other tasks have attracted widespread attention. In the past few days, many departments in Zhejiang have successively launched policies and measures to promote the economy and promote consumption. The General Office of the Provincial Government issued the "Several Opinions on Supporting the Development of Individual Industrial and Commercial Households". Accounting and catering enterprises include inclusive consumption; Taizhou Cultural Tourism has launched six major actions to promote consumption with rescue ...

How does the catering industry find new increments? What is the "fire" effect of policy? We continue to observe the new changes in consumption and market in the morning and night of Zhejiang people.

At night, the snack street of Jingning Xiangxiang became lively. Photo by Zhejiang News Client, Ma Hongjie

Find an increment

Hidden opportunities for small catering industry

Recently, Hangzhou Yunjiu Data Technology Co., Ltd.'s article "After the epidemic, I want to open a barbecue restaurant in Hangzhou" has caused heated discussions. By analyzing the data on the mainstream consumer service platform, the article obtains the "trick" of "cost -effective" and "long business hours" and other "tricks" in Hangzhou. It also reflects the strong momentum of recovering the vitality of Hangzhou barbecue restaurants.

Many catering industry operators are concerned about this article. The owner of the barbecue restaurant Ahao recently has the idea of ​​developing characteristic packages and increasing new marketing points, but it is not allowed to take the consumer's mentality, and he is afraid of "bamboo baskets beating water". Seeing the analysis of big data in the article, it is concluded that the special package is the bonus conclusion of the store opening, and Ahao no longer hesitate.

With the general improvement of the epidemic prevention and control situation, the production of production in an orderly manner, the vitality of the consumer market is gradually recovering. According to the Provincial Bureau of Statistics, although the revenue of Zhejiang's catering industry in May was still declining year -on -year, the decline was narrowed by 7.5 percentage points from the previous month, showing a good momentum. In the complex situation, "finding incremental increase in self -help" has become the consensus of more and more individual industrial and commercial households in the catering industry.

"The cooking skills are not long, and it is more skilled in taking pictures, cutting videos, and writing copywriting." During the speech, Chen Na received another order on his mobile phone. A box of oil is full of fish and sent to Changzhou, Jiangsu. During the time when the store was closed, she supported the "deputy industry" of seafood on the line.

This is the 24th year of Chen Na's stalls in Zhoushan. The ups and downs made her convinced that it would only be wise to "one trick" and should prepare a few more moves. Two years ago, the "Beauty Chef" began to become a "beauty anchor". After stopping the food in March this year, her circle of friends "burst out": a maximum of 16 "advertisements" were issued, and the time span sent from zero to 22:22. She strictly checks the quality of each video, and the length is not more than 10 seconds. "All are good products worth recommending."

Eventually, the hard work is obtained. During the period when there was basically no income in the peers, Chen Na still had a turnover of 20,000 yuan a month. "Basically covered labor costs, and the night stalls can continue." Chen Na said.

How to use takeaway, prefabricated dishes, etc. to train online passenger flow has become a "compulsory course" for catering practitioners to find incremental. On June 10, at the "2022 China Catering Digital Industry Reunion Summit" hosted by the China Hotel Association, many industry insiders suggested that catering companies should actively expand online takeaway, remote order to the store, and sell them. Prefabricated vegetables and other measures.

Of course, there are also some catering owners reported that the road on online is not easy to go. A report data from the National Information Center shows that my country's online takeaway revenue accounted for 21.4%of the total revenue of the catering industry in 2021. But only by these 20 % income, it is obviously unable to solve the problems facing the catering industry. Especially for the pursuit of food such as barbecue and hot pot, and a lot of shop owners who pay attention to the freshness of the dishes, takeaway is a suitable measure. Practicing "offline kung fu" is the direction they concentrate on looking for increment.

Entering the newly opened Hangzhou supper barbecue restaurant in April this year, "Oil", the reporter did not see the smoke and fiery in the barbecue restaurants. This is quite "alternative": the two -dimensional comic is painted on the wall, and there are in the middle of the lobby. A 6 -screen stitching super large screen is playing an e -contest ... Some netizens exclaimed: "Can the barbecue restaurant be so clean?"

"Clean environment and clean ingredients are our new selling point. We hope to strengthen the interaction between consumers and operators." Flying up, but not taking takeaway easily. She focuses on offline experience and occasionally attracts popularity on online. This is not the waywardness of young operators. They are sensitive to discovering new business opportunities: the rigid demand for catering will not change with the epidemic, which changes the scene around eating. Nowadays, many people are eager to restart offline socialization, with a small -scale dinner and "short -distance food" that matches short -distance travel, and is burning the new fireworks in the city. In the morning and evening, between the squares, people are finding the hidden variables and opportunities of the small catering industry.

A lively scene in the "Oil" of Hangzhou Nanto Barbecue restaurant. Interviewee confidence

Policies "ignition"

Precise assistance to promote the "fire"

The deeper at night, the more busy the "mule roasted lamb leg" on Kangping Road, Taizhou. "The Dragon Boat Festival holiday is almost full every day, and it has returned to 89 % of normal business these days." The owner Zheng Weijun said with a smile, mainly because the government issued the "credit" of the government's consumer coupons.

Jinhua, two hundred kilometers away, Jinpanchu Nine Niu Miscellaneous Museum is about to be closed. In a case, more than a hundred diners were attracted by consumer vouchers today. Right now, Jinhua has a business license and normal business stores that can sign up for consumer vouchers in the city. Consumption discounts are divided into 100, 40 minus 20, 20, 20 minus 10 three grades, and the amount of discounts will be subsidized by the government.

The reporter found that many catering industry operators' desire for consumer coupons far exceeded the expectations of other policies. The recovery of consumption is a long -term plan for them.

However, compared with last year and the previous year, there were not many consumer coupons directly targeting catering this year. For example, on the day of China Tourism Day, the first batch of 2 million yuan was distributed at the Taizhou level, which mainly supported tourist route products. The rooftop has "eat a meal and make up 100", but it is also integrated with tourist consumer vouchers that "stay for one night and issue 1 million yuan per month".

The operators who have been in the "morning and evening rivers and lakes" have been thoroughly seen: catering and tourism are a relationship of "big river rises and small rivers". As Wu Weifen, who opened the powder shop in Jingning, said: tourists are coming, are you still afraid that no one will spend it?

Recently, Taizhou, Zhoushan, Lishui and other places have successively opened local people to travel local activities. The original intention is to drive cultural tourism consumption in the city through cultural tourism and people.

Many industry experts said that under the premise of the continuous pressure of local finances today, how to add, add, and burn the policy of "firewood" for policies is very important. Large enterprises such as chain catering have sufficient cash flow, strong new product development capabilities, and great brand channel advantages, but they are under great pressure in employee social security expenditure. Hundreds of thousands of "small catering" all over Zhejiang are facing problems such as tight cash flow, relatively single categories, and low risk capabilities, etc., and look forward to more and more accurate assistance policies.

Many shop owners have enjoyed the "real gold and silver" of policy reduction, tax reduction, and rent reduction policies-

Chen Na's night stalls belong to the management service center of Shenjiamen Seafood at the Shenjiamen Seafood Night Architecture in Putuo District. The store's rent of 6,000 yuan per month. The manager has reduced her for 3 months for her.

Shortly after the "Oil Noise" of Lai Yan, he enjoyed the exemption of VAT. Because of catching up with the "Several Opinions on Supporting the Development of Individual Industry and Commerce" issued by the Provincial Government Office. The "Opinions" clearly stipulates that it is an individual industrial and commercial households of a small VAT taxpayer with a monthly sales of 150,000 yuan (including the number) exemption of VAT. This "Opinions" is the first bailout policy for individual industrial and commercial households in Zhejiang. It has formulated 25 specific measures from four aspects, including reducing operating costs, giving special subsidies, strengthening financial assistance, and optimizing the business environment.

Policies include "subtraction" and "addition".

Hangzhou West Lake District recently launched a special operation of credit financing for individual industrial and commercial households in small and micro enterprises. Through the "intelligent review model" of Zhejiang Xiaocai Credit, the "Whitening List" was selected. Small and micro enterprises and individual industrial and commercial households in the "Whitening List" can make "one -stop" financing through channels such as Zhejiang.

"This really solves our urgent need." Said the person in charge of Honggen snack bar. Affected by the epidemic, although the store can barely maintain its operation, the monthly cost is large and the funds are tight. Seeing that there are more tourists, it is not appropriate to increase the purchase, and it is easy to miss the opportunity. This practice in Xihu District allows the store to get a loan of 540,000 yuan.

As of June 15, the number of "white lists" had been pushed out, with 20 first loans, involving 37.69 million yuan in funds.

In the past two days, many operators in Taizhou are busy applying for a new type of insurance -food safety "worry -free series" commercial insurance. After buying the insurance, if the store stopped business due to the epidemic, it would be compensated. Small restaurants have a annual premium of 198 yuan and a maximum of 150,000 yuan.

This is a combined launch of local market supervision departments and insurance companies, such as restaurants, imported cold chains, imported fruits and other industries. Luqiao and other places also purchase the insurance type into the bailout policy, 70%of government subsidy premiums, and 15%subsidy for insurance companies. When operating household insurance, only 15%of the premiums are required. Xiao Pang, the person in charge of Luqiao Hecheng barbecue restaurant, said happily: "It took less than 30 yuan to be guaranteed for one year." At present, 495 companies in Taizhou have insured the insurance type, of which 158 catering industry, with a insurance amount of 7770 10,000 yuan. While the policy is warm, the owners of small catering hopes to prepare before the consumption comprehensive recovery.

In recent years, Jing Ning has focused on building a unified brand of Xixiang snacks. Interviewee confidence

Re -open the new bureau

Unified brand fine management

It seemed that overnight, many stall owners found that "morning and evening rivers and lakes" changed, and the new bureau was reopening.

"My niece likes to go to the cafe and likes cleanliness. Now young people don't eat much stalls." Chen Na took a little strange and understanding tone. The epidemic quietly changed people's living habits.

"Yes, the main is the old customers over 30 years old now." Zheng Weijun was also surprised by his discovery. The epidemic "closed" a lot of business, but the demand for consumption did not disappear, but found more exports. Qing Bao, live room and even wild camping bases are hot search; domestic products, tide cards and even carefully packaged fruits and souvenirs are also popular ... The era of barbecue restaurants is away.

Although the owners of the breakfast stalls were less affected as a whole, they also found that it is difficult to attract new passenger flow to simply selling tofu churches. Wu Weifen and other pink leather shop owners found that some diners are increasingly paying attention to quality and brands. "Many people like hand -made powder. All kinds of pickles in my home are also very popular."

Chen Yong, a professor at Zhejiang University Urban College, uses "reduction of files" to describe this new trend. He explained that at present my country's catering industry has entered a new window period for consumption upgrades and supply adjustments. The epidemic has made the window period highlighted. Consumers prefer consumer products with good quality, quality or experience. For operators, now or may or or Implement the opportunity to change and seek for the new bureau.

The reporter found that traditional regional cuisines such as Lanxi Youbu Morning Tea, Puzhou Snacks, and Fanxiang Pink Skin appear in front of the world in the form of unified brands and unified operations.

"Most of the traditional foods are individual industrial and commercial households. Although things are authentic, the volume is too small, it is not famous, and it is easy to be affected by the market." Liu Jianxiong, the person in charge of the snack office of Jingning Xiangxiang Township, told reporters. Xiangxiang Fanpi originated from Yingchuan Town, the county, with a history of more than 600 years. It is the "frequent visitor" in Jingning's local breakfast shop. There are more than 60 pink -leather shops in the county, and the sales of more than 10 million yuan last year, but Jing Ning did not have any popularity, and tourists did not necessarily know when they came.

Beginning last year, Jingning began to prepare the development plan of the snack industry in the Xiangxiang, build a unified brand, evaluate star demonstration stores, and issue subsidy funds to support the development of the industry. Over the past year, 20 have been rated as the Xiangxiang snack star demonstration store, and the local special subsidy funds have been distributed 610,000 yuan.

Wu Weifen's shop also completed the "upgrade" last year. She invested more than 30,000 yuan to renovate the store, hanging a new design of the unified design "Xiangxiang Pink Skin" store. In the county's evaluation in May this year, her pink shop was awarded the title of "Four -star Demonstration Store". Wu Weifen said, "It feels no longer to work with the mother -in -law, but many people work together."

How to balance outdoor catering vendors 'livelihoods, citizens' needs, and the order of cities also test the wisdom of urban managers.

At the end of June, the distribution of food business licenses of the first batch of outdoor vendors in Hangzhou, which caused widespread attention. "Before issuing a certificate, we conducted a judgment of the situation of all the vendors of Wulin Night Market, and determined that the relevant personnel must have health certificates and do a good job of food purchase accounts." Zhu Yifan, the person in charge of the Wulin Institute of Gongshu District Market Supervision Bureau, said Behind a license is "extension from extension to fine" in night market management, accurately supervising food safety supervision of outdoor vendors to each household, and it is completely controlled by the requirements of small restaurants.

Order and more vibrant. Management upgrades have opened the "win -win" situation. Yang Changmei, the owner of the night market, said that with the business license, you can take the platform such as "Meituan" and "Hungry?" Ye Lianzhong, manager of Wulin Night Market, found that with a license, the main responsibility of individual industrial and commercial households was stronger. Consumers also say that coming to Wulin Night Market "stringing" is safer and more assured.

In the morning and one night, one meal and one food, the fireworks that are returning to the city reflect the toughness and endless economy of the economy.

【Zhejiang News+】

Work together to promote consumption recovery

On April 25, the General Office of the State Council issued the "Opinions on Further Release Consumption Potential to Promote the Continuity of Consumption" and put forward 20 key measures. For example, encouraging regions of conditions to conduct free regular nucleic acid testing for enterprises in retail, catering and other industries, and subsidize subsidies for enterprise epidemic prevention and anti -kill expenditures. Implement the support measures such as restaurants, retail, tourism, civil aviation, highway water and railway transportation. Subsequently, everywhere followed up.

On May 23, Shenzhen, "Several Measures of Shenzhen Municipality on Promoting Sustainable Consumption Recovery", there are 30 measures for 9 major aspects. One of them is a 10 million yuan "award invoice" funds. Focusing on retail, catering, cultural tourism, accommodation, sports and other fields, the "award invoice" activity will be carried out in accordance with the amount of invoice amount. From the 1st to the end of the year. Beginning on May 28, Jiangsu began, the province of Jiangsu launched a four -month -old consumer series. Jiangsu will coordinate regional characteristics and festivals, carry out rich and formal catering promotion activities, cultural travel promotion consumption activities, and help the consumption of cultural tourism to accelerate the recovery.

On May 29, Shanghai, the "Shanghai Municipality Accelerating Economic Recovery and Revitalizing Action Plan" was released. The "Action Plan" includes 8 aspects and 50 policies and measures, involving the "four major sectors" such as helping enterprises' rescue, re -production and re -production, covering a number of policy measures such as slow payment, tax refund subsidies, and rents.

On June 20, Henan Province, the Henan Provincial Department of Commerce issued the "First Batch of Consumption Activity Plan for the Field of the Field of Commercial and Trade in Henan Province", and more than 100 forms of various forms and rich content promotion activities will be held throughout Henan. Among them, the provincial level planned 29 events, including 2022 Yellow River Cultural Live Festival and 100,000 anchor British Talent Program. At the level of provincial municipalities and demonstration areas, 76 events are planned.

(According to the official website of the Chinese Government Network and the local governments)

- END -