Catering recovers ice, and online operations bring new ideas for the "return blood" of food companies

Under the normalization of the epidemic, the catering industry has been severely frustrated, but the catering industry will not stagnate. From a breakout in adversity and finding a new increase, online operation is engraving in a new direction for the catering industry.

This article was first created by the Red Meal Network (ID: hongcan18), author: He Peiling.

The new coronary pneumonia's epidemic has entered the third year. As a contact and gathering industry, the domestic catering industry has continued to pressure and has gone through a series of twists and turns.

Especially since 2022, Jiangsu, Jilin, Guangdong, Shanghai, Sichuan and other places have appeared in this one -time epidemic, which has brought great impact on dining companies. Has been repeatedly controlled by policy control, suspension, and business, causing the catering industry to lose blood seriously. Data from the National Bureau of Statistics show that in the first half of this year, catering revenue was 2004 billion yuan, a year -on -year decrease of 7.7%.

Facing the environment that is still complicated and uncertain in the future, the catering industry is still facing a lot of challenges. How to survive and find new capacity, become an important issue for the current development of the catering industry.

Catering "blood loss", the road to recovery is still blocked and difficult

How difficult is this year's catering industry?

From the end of February to the beginning of March, Chengdu experienced an emergency epidemic. Many restaurants were closed. Just half a month after the business was resumed, the first week of April, the epidemic was outbreak again.

In March, the Shenzhen epidemic broke out. On March 13, Shenzhen announced a weekly closing of the city;

On March 28, the city was announced to the city due to the overall outbreak of the epidemic. Until June 1, Shanghai unlocked, and then announced the resumption of work;

On April 30, Beijing announced that the May 1st holiday (from May 1st to 4th) the city's catering operating units suspended the food and transferred delivery services, but the expected opening of food opening did not come as scheduled. On May 4th, Beijing announced that it would continue to implement the suspension of food. It was not until June 6 that Beijing announced the resumption of work. In the past 30 days of stopping the food in Beijing, it happened to avoid the peak period of catering consumption such as May Day, Mother's Day, Children's Day, and Dragon Boat Festival holiday;

There are also many cities such as Jinan, Guangzhou, Anhui, and Wuxi suffer from the epidemic.

△ Picture source: Photo.com

Jiang Yi, the founder of Hao Shrimp Sympathy, said that it was no exaggeration to describe the catering industry in the first half of the year. According to the consistent market, March belongs to the off -season of catering consumption. In April, catering consumption began to look up until May and June. July was the apex of the summer of the year, and it was also the peak season for consumption. However, this year's outbreaks have been outbreaks in March and April. The catering consumption that had just looked up in April was pressed directly to the pause button. In this case, the entire catering industry has basically no hope throughout the first half of the year, just alive.

"Most of the food companies are carrying hard, using the money they earned before paying salary and paying rent, and wanting to carry it. But there are still a large number of companies who can't stand it, and they fall before dawn." Zhen said.

The catering industry is the cash flow industry. The epidemic has no income for two or three months, but the rent is paid and the employee's salary must be paid. Many head chain catering gangsters once bluntly stated that the cash flow of their own companies can support up to 3 months. The epidemic has been repeatedly, and the dangers have been suspended, and the cash flow has become a major problem that plagues the development of catering companies.

Relatively speaking, if large chain companies can only support 3 months, for tens of thousands of small and medium -sized meal companies, the cash flow problem is even more difficult at this stage. There is no doubt that the epidemic blocks the main sources of offline income in the catering industry, but if it is aside from offline store consumption, will there really be no other connection way between catering companies and consumers? The industry is difficult to sustain. Can the catering industry really only wait for it? In fact, this is not a problem without solution.

Getting rid of the food and food, online operation brings new ideas for the "return blood" of the food company

In recent years, the rapid development of online platforms represented by Douyin, which has made consumers a closer connection between consumers and brands. Consumers can widely contact more merchants and more products through online methods such as short video, live broadcast, and group purchase business. The consumption vitality brought by the amazing traffic of the online platform cannot be underestimated. Like the Douyin public domain traffic pool, it is as high as 600 million, and it has radiated to users of all ages.

"The data shows that from April last year to March this year, the transaction related to catering on the Douyin platform has been growing, and the average growth rate of the number of users of the transaction is more than 50%. 54%of the users will buy and Douyin and Douyin. Life service -related catering consumer coupons and group purchase packages, and 71%of them will repeatedly buy consumer coupons and packages. "Ni Boya, the operation director of Douyin Life Services, revealed.

△ Picture source: Photo.com

In reality, we also see that a large number of consumers are keen to grab group purchases on platforms such as Douyin Life Services. Many consumers have formed to go to the online platform before eating. The habit of reducing exemption.

These signs are all showing that if dining companies can make full use of online platforms and do online operations well, they may usher in high growth opportunities in the future.

Recently (July 19th-July 21st), the three round table salon activities jointly launched by Douyin Life Service and Red Meal Network successfully concluded the three round table salon activities. Most guests at the salon event also pointed out The online layout has become an important breakout direction for the recovery of food companies.

Fan Ning, co -founder of Red Dining Network, pointed out that traffic is the direction of the restaurant operations. The restaurant should actively take action to embrace traffic. "Where is the traffic and the business is. It is also necessary to keep up with the times. "In reality, some catering companies have long moved, opening up online business layout, and successfully eaten the dividends brought by online platform traffic.

According to Zhang Tianyi, the founder of Ba Man Hunan rice noodles, during the epidemic, Baban Hunan rice noodles focused on developing online retail business and selling semi -finished rice noodles. At its peak, in just three or five days, the sales of this semi -finished fast -food rice noodles increased by 300%, selling directly.

After that, Zhang Tianyi also led the team to start a live broadcast. With the accumulation of online operating capabilities, Ba Man Hunan rice noodles also launched the business to help catering companies operate e -commerce on behalf of e -commerce, and develop online business in multi -channel.

Xu Ji Seafood officially operated its jitter as early as October 2018, maintaining the frequency of the monthly update, and has now reached 830,000 fans. The continuous online investment also brought a generous return to Xu Ji's seafood. On June 28 this year, the total transaction of its single live broadcast event exceeded a new high, reaching 3.21 million.

Yin Jiangbo, chairman of the Foods and State Group, also said that from September 2021 to June this year, Tao Taoju opened the live broadcast of Douyin Life Service, with a total sales of 8.2 million. In addition, Tao Taoju has continued to expose and increase the heat of the store with the help of short videos. "In the first half of 2022, Tao Taoju's short video also exceeded 3.3 million."

△ Picture source: Tao Taoju

According to Chen Huiling, the person in charge of the representative of the service provider, the person in charge of the service provider learned that there was once a spicy hot museum with less than 100 square meters, which sold 1200 groups to buy a package in 28 days, and the passenger flow attracted online also also attracted the passenger flow of online. The company has increased the sales of other dishes. In the end, the monthly store turnover exceeded 800,000 yuan.

More and more catering companies have also entered the online platform, so as to catering chain stores, small to roadside snack stalls, couple shops, they introduce their own dishes, tell corporate cultural stories, and even open group purchase business on the platform. From this to increase its own "blood -making" ability and rejuvenate a new vitality.

From Wang Dingzheng, the person in charge of the Douyin Life Service Marketing Center, we have also been confirmed. According to its disclosure, the number of food companies that have opened up the retail and group purchase of the jitter line in the first half of this year have doubled. The conversion rate at the store is also relatively happy. As of now, all consumers' offline stores have increased by more than 60 times, and the transaction volume has increased by more than 200 times.

"During the business activities, whether it is a product or a brand, it is more created. If there is no chance of exploring the product and the sensitive point of the user, and ignoring the value of Douyin, then it will be spent in the later period. More time is exploring, and miss the best time window period. "Gao Yang, the person in charge of Meitu Meiwu Catering Industry, said.

In the Nuggets online economy, dining companies still need to use their strength

Undoubtedly, it can help merchants to achieve "hematopoietic" through live broadcast, short video and other methods. Merchants can also flexibly adjust their products according to online feedback, maintain and enhance the connection with customers, enhance brand awareness, and enhance revenue capabilities.

△ Picture source: Photo.com

However, in order to truly achieve precise drainage and achieve long -term power, the help of the third -party platform on the online third -party platform is still an important part.

Online platforms, we must establish a close healthy ecology of consumers and catering merchants, promote the release of consumption potential, do a good job of undertaking catering merchants, and truly rooted in the industry and serve the industry. Considering that most of the catering merchants are small and scattered, the platform also needs to do a customized service for many aspects in order to truly inject the steady stream of kinetic energy for the online business of catering merchants and help the catering industry's vitality recovery.

Red Dian.com noticed that the online platform taking Douyin Life Service as an example is far more than a "drainage" tool. They are showing more diverse formats, and they continue to add salaries to catering merchants.

For example: In June, the Douyin Life Service announced the launch of the "Program of Assisting Merchants" and launched six major measures to help catering merchants restore production and operation as soon as possible.

Subsequently, the plan has successively landed in Harbin, Shanghai, Beijing and other cities. In Harbin's "Merchants and Huimin Program" "This is my love Harbin" project, a series of warm short videos touched many consumers, "learning authentic Northeast cuisine with the old master" and "Harbin family exceeded The continuous spread of information such as 30 years of history of barbecue has continued to spread, allowing those "small shops that cannot be without" in the streets of Harbin.

△ Picture source: Photo.com

In addition, Douyin Living Service also launched two major measures: "Green Channel" and "Free Training" to help countless catering merchants quickly "online"; carefully designed the rules of coupon according to the unit price data of the merchant, and mobilized consumers to the greatest extent. Putty; help food companies build their own community private domain, make merchants more convenient and quickly touch their customers, and create a member system through the community to achieve the purpose of draining to offline; provide systemic training for free merchants, including systematic training, including systematic training, including systematic training, including systematic training, including systematic training, including systematic training Group product combination strategy, live broadcast and short video operations ...

Through various measures, Douyin Life Services is helping merchants grow up from the entire cycle of the long -term operation.

As Chen Huiling said: "Catering merchants can also use various systems such as the production and publication of Douyin's life service content to promote corporate culture, create IP, and establish brands.Long -term brand assets. "Conclusion

Facing the crisis, some people choose to retreat, but some people choose to meet the difficulties and find new vitality in the crisis.

For catering companies, we should not just see the "crisis" in the "crisis", and ignore the "machine" behind.Instead of sitting up, it is better to fight for the moment, so there is always a new possibility.

And when you really do it and do the online platform operation, maybe the merchants will find that there is a new world in front of you.

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