Special planning in spring: pay tribute to every catering person who is still adhering to

Author:Red dining net Time:2022.08.11

Speak for the catering industry, pass the spirit of helping each other, and help the industry recovery. In the past few months, the major media such as the Red Food Network and CCTV have planned a series of "Wake -up Spring" series of reports.

In this regard, we tracked the enterprises and things under the corners, recorded the real story of a group of catering people, directly hit the industry's pain points, and made some predictions and suggestions.

Looking back, I am still very emotional. Today, this article is not only a review of the first half of the year, but also a staged completion of the "Wake -up Spring" special series. But this does not mean the end. As the mainstream media in the industry, we have always been with all catering people. We insist on looking forward and look forward to using this as a new starting point to open a new chapter with everyone.

Catering people, come on together!

The world is like a floating light, and no one expected that a new crown pneumonia's epidemic will last for three years. The epidemic is repeated, and the offline stores are opened and closed.

Right now, the external environment is still complicated and uncertain. Where will the catering industry go in the future?

For catering people, the road has been under the feet, and the light has been faintly revealed not far away, but it has not evolved from the outline to the whole picture. The courage, responsibility and belief may be the best response to the future.

The epidemic is repeated, the operation is under pressure, and the waves in the catering industry are big waves.

At present, the domestic new crown epidemic situation is still complicated and severe.

On August 1st, a new round of epidemic outbreak of Sanya, the number of infected people exceeded 1,000 in the following week, and about 80,000 travelers were stranded in the local area. Starting from August 8th, many areas such as Sanya, Haikou, Chengmai, and Changjiang have begun to implement temporary static management in the region, and catering business units have been required to suspend the food.

At the same time, Yiwu also had a new wave of epidemic in Yiwu, with more than 300 infected people within a week.

Going forward, on July 15th, Chengdu added a new case of local cases; on July 19, the Chengdu Catering Association released the "Initiative on Strengthening the Prevention and Control of the Restaurant Epidemium" to the city's catering units in Chengdu. Banquet activities are encouraged to provide self -collection, takeaway ordering, and implement non -contact distribution services.

△ Picture Source: Red Food Network Photo

Affected by the epidemic is far more than these cities. Since the beginning of this year, the epidemic has spread to many cities across the country.

On March 13, Shenzhen was announced for a week due to the increase in the number of new cases, and the city's catering business activities were suspended.

Also in March, the outbreak of Shanghai broke out. For more than two months, the original bustling and noisy city fell into the "silence" that had never been before. Until June 1, Shanghai announced the unseainence, but many catering companies could not provide catering stores in the restaurants and catering companies in the re -service whitelist. The latest news shows that on August 7, the city's epidemic risk zone was "clear". In the past few months, the store's closure, full loss, high cost ... The pressure on Shanghai's catering industry may have far exceeded our imagination.

The epidemic has more recurrence, the catering hall is forced to stop and stop, and the catering industry in many places in the country faces severe challenges.

On March 17, Shenyang announced the suspension of eating, until April 25 proposed that it was opened in an orderly manner in an orderly manner;

Jinan has been suspended for 41 days from March 30 to May 10;

In Guangzhou on April 9th, multiple districts issued an announcement requesting the suspension of food. On April 22, the city's catering resumed halls;

Beijing was suspended together in May, and it was not until June 6 that it was announced to let go of most regions of the hall;

Jiangsu Wuxi announced on July 2 that the city's catering operating units will no longer provide halls. Until July 14, some areas are allowed to restore the restoration of food and drinks ...

Many catering people say that this year is the most difficult year for them to enter the industry.

"Most restaurants have declined above 50%, and the cash flow of many big brands of catering can only be maintained for two or three months."

"This round of epidemic in July is the worst. Chengdu's revenue of Chinese food industry has dropped at least 60%, especially mall stores."

"Every time the epidemic is controlled for a month, the economy will be made up for recovery for 3 months. It may take at least two years to ease in this wave of epidemic in Beijing in May. Two years? "

The epidemic has a shadow on the catering industry, and eliminating the epidemic, the "bleeding" of the catering industry is far more than this: the number of passengers decreases, and huge expenditures such as rent and labor are high. Can't afford the store overhead ...

The industry is full of unprecedented challenges, and changes have quietly happened. The survival of the fittest, the store that could not be stunned began to be cleared. According to the company's investigation data, in the first half of 2022, catering -related companies canceled 373,000.

Actively save yourself and cross the cold winter, and move forward in the adversity of catering companies

The uncertainty and complexity of the market environment is constantly interweaving, and it has arrived when the company's "color" has arrived.

The entire catering industry is experiencing a dimension from existence to optimization. In the face of the pressureless industry pressure, only by showing sufficient anti -risk capabilities and toughness can we engrave new directions under the impact of the epidemic.

Cross the winter! In the first half of the year, we also saw that a large number of catering companies actively rescued themselves and continued to explore the way of survival in adversity.

Forces the "stall economy"

Since April, Chengdu, Nanjing, Zhengzhou, Henan, Gansu, Hebei and other places have successively introduced policies to allow merchants to spread out to help catering operators out of their predicament. Many cities across the country have set off a wave of economic boom. Subsequently, the "stall economic war" of the catering industry began to start.

For example, during the suspension of food, the temporary stalls of some stores in Beijing in Haidilao began to appear at the entrance of various communities, selling counterfeit vegetables, fast -food box lunch, spontaneous food, chili sauce, etc.

△ Picture Source: Red Food Network Photo

A small cart, a few places on the outer table, from various ingredients, seasonings, snacks, prefabricated dishes to real meals, where the customer goes, the catering company will follow.

Turning out of takeaway, take -out

Closing the food directly, for stores without online takeaway business, the blow is "fatal". The sacrifice of the food also prompted the takeaway to turn from the original supporting role into the life -saving straw of the dining company.

During the Shanghai epidemic, "online ordering, offline" is the main business model of catering chain. During the suspension of Beijing's Food, well -known foodiers such as Dongpo, Wangshun Pavilion, Ziguang Garden, Cuihua Building, and Hu Da also quickly made adjustments, and they have shifted their focus to takeaway and takeaway.

Throughout the first half of the year, more and more dining companies had to start considering increasing takeaway business under the stage of staged food. According to the data of the "Investigation Report on the Back to the 2022 Epidemium in the 2022 Epidemium" data from the Red Catering Network Union and the World Catering Industry Federation showed that nearly 50 % of the interviewed meal companies opened takeaway, group purchase and other businesses during the epidemic.

Under the normalization of the epidemic, the role of Tang food and takeaway has undergone important changes. For catering, takeaway is no longer a business that can be done or not, but a business that must be operated normally.

Short Video Live

During the epidemic, live broadcast and cargo became an important starting point for the self -rescue of food companies.

Ziguang Garden lives for more than 8 hours a day; Dongpo of Meizhou lives a day a week, 3 times a day, and broadcasts a total of 9 hours. The live broadcast event of the first member day of 2022 attracted 320,000 people to watch; brands such as Dagao, Machi, Quanjude Baked Duck, and Beijing Shizhai Zhai were also active in the live broadcast room.

From various types of card vouchers, to prefabricated dishes, bottled tea, and a series of other derivative products from the various types of card vouchers, vouchers, and other series of derivatives, all the catering brands have not fallen to the products that can be moved to online platforms.

Expand marketing channels, increase product types ...

Under the epidemic, the food company also tried all possible opportunities to minimize the loss, and it was not missing every possible growth point.

The "camping economy" has risen, and brands such as Haidilao, Roasters, Dalongyu and other brands have launched outer food for camping.

Offline channels are blocked. Bomani Hunan rice noodles, including Taobao, Tmall, Hema, and 711, etc., and expand more sales channels.

The main products are not suitable for take -out or takeaway, Xiaolongkan and other products are developing fast -moving consumer and new tea drinks, and actively expand product lines.

There are also categories such as fast testing, prefabricated vegetables; adding small programs to create a private region flow pool; cross -border joint marketing attracts new traffic ...

When courage and belief crossed the mountains and the sea, "do more" and "persist" echoed across time and space, even though they were in trouble, everyone still worked hard to survive.

In the second half of the catering industry, it is still difficult, but there is also hopeful light

In the past few years, the consumption of China's catering industry has maintained a more objective compound growth rate. But an epidemic stumbled in the development of the industry. Too good to say goodbye, the old page has already turned over. Without any warning, the new layout is accelerating.

If a few keywords are used to describe the outline of the second half of the catering industry, we will often focus on the catering industry itself. But before that, we must also realize that the external environment and consumer environment faced by the catering industry have changed.

Zhihuo netizen A said, "The epidemic is charged at home and learned to cook, and suddenly found that he could support himself, and he was healthy and nutritious. Now even if it is unblocking, he has no special expectations for eating psychologically. "

Netizen B said, "This wave of epidemic in Shanghai made me realize that it was terrible without deposit. The first 'saving money plan' in my life began. For three days of ingredients, you can change the pattern according to the taste. Now you will pay more attention to the real practicality and rigidity of the item when spending.

I have to admit that the epidemic is like a amplifier that gradually enlarges income and money, as well as the risk of meals and non -rigid demand.

The new environment forced the catering industry to show a new look, promoting the entire catering industry to continue the Tao of the generation, and also presents new laws and techniques.

diversification

Diversity is a specialized operation of the enterprise. The demand for the catering market is rich and diverse. In the future, catering companies can still develop paths such as diversification, channel diversification, and strategic diversification.

Take product diversification as an example. Considering the many choices of catering consumers and more preferred to taste "new", the loyalty to the product is not high, so many catering brands have expanded categories and started cross -product business, like "meals meals COMMUNE, "drinking tea in a cafe" with Tea'STONE, "Eating Hot Pot while barbecue" ...

In the future, any difficulty, low cost, and diverse category expansion will become possible in the catering industry. In addition, the diversification of channels is also a more intuitive change trend. The epidemic blocks the main offline channel operation of the catering industry. More and more food companies have developed takeaway, new retail and other businesses during the epidemic, and this trend has become a common state of future enterprise operations.

What's more obvious is that a epidemic settled many small food companies. With the withdrawal of small enterprises, large enterprises will inevitably have more market spaces to seize more segmented tracks, and diversified development is an inevitable trend from the development of large enterprises to a certain stage. Therefore, innovation in the future of diversified categories, diverse channels, and strategic diversification will become the main direction of "dining micro -innovation".

Small and beautiful

During the epidemic, the development of the catering industry was frustrated, but the small and beautiful community restaurants increased against the trend. These small shops invest in lightweight, simple decoration, and product characteristics, showing good development momentum.

Fan Ning, dean of the Red Food Brand Research Institute, said, "Since the epidemic, people's social circles and radius of life have been reduced, and the number of houses in the house is increasing. need."

In the environment that is still complicated and uncertain in the future, survival is the basic choice of an enterprise, and it is also the most characterized criterion for judgment. Keeping cash flow is the core key for enterprises to survive. Small and fine, small and beautiful are equivalent to light assets and flexible operations. Therefore, the survivability of such shops will be stronger, and it will also become an important direction for the market layout of more enterprises.

Sinking, peripheral breakthrough

The repeated and uncertainty of the epidemic has led the return cycle of the catering merchant to open a store, and more and more chain catering brands are more cautious about the extension of the store. The expansion of the offline store of the catering industry has also shown some new changes.

When the cost reduction and efficiency become the main theme of the catering industry. When the supply chain of chain catering companies is becoming more mature, the pace of catering companies to sink the market and the exploration of the city's surrounding markets will naturally accelerate.

Like Starbucks's market layout in 2022. According to its first fiscal seasons, Starbucks opened 197 stores in China and entered 16 cities, including Jiaxing, Zhangjiagang, Xiaogan and other commercial third- and fourth -tier cities.

A few days ago, the 2022 "Must -eat list" released by the public comment has also been added, and nine cities including Guilin, Huizhou, and Leshan have been added to the list. This is the highest number of new cities over the years, and they are all third -tier and below cities. At the same time, the proportion of restaurants in the second, third and fourth -tier cities on the list accounted for 34.3%, more than one -third.

In fact, since 2019, the sound of "going down" in the catering industry has begun to end, but at that time, most of the catering restaurants' attitudes to sink into the market are actually restrained. After all The potential looks less seductive.

However, in the past two years, the market market has gradually become saturated and serious in the first and second -tier cities. The advantages of sinking market rent, relatively cheap manual, and no fierce competition are gradually enlarged. In the future These areas are expanded.

Based on reality, look forward to the future! The "uncertainty" of the future economic environment will continue, and this will be a tough war in the catering industry, testing the flexible development of the catering industry and the tough weight of catering people.

The potential energy accumulated in many subtle places such as cost -effectiveness, digitalization, supply chain efficiency and differentiation, etc., may become a key element that affects the development of the enterprise in the future.

Where is the door at the intersection of the turbulent era? Only by taking the initiative to break the situation, decisively start, make the direction, choose the first opportunity, and see the micro -knowledge, can there be an infinite future.

Conclusion

From the perspective of macroeconomic development, the catering industry will never disappear, and the future future is still expected. Even if the glasses are still in front of us, it is a turbulent sea of anger, and we always believe that the haze of the epidemic has a day of dispersing.