Beijing Restore Church Half Monthly: How to reintegrate the store to operate fireworks

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Author 丨 Gu Fu

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In May, some Beijing consumers found that hot pot catering faucet Haidilao began to sell boxes and sell crayfish. Earlier, in Zhengzhou in March, Haidilao's selling box lunch was widely circulated in the circle of friends.

Give consumers with a new facial faces not only Haidilao, as well as black pearls representing high -end catering.

Gu Hao, who lives in Beijing, finds that he often likes to eat a food brand, and can also be delivered home. Previously, as a black pearl restaurant, it was subject to operating categories and consumer groups, all of which were mainly eclipse.

This is not a solitary case. Related data shows that in May 2022, the Beijing Black Pearl Restaurant on the new takeaway platform reached 58%of the total number of launch.

在疫情进入第三个年头，海底捞摆摊，黑珍珠餐厅尝试外卖，不断涌现的餐饮经营新面孔之下是开源造血的经营底色：节流止血之外，在等待堂食开放的同时， Active self -rescue is becoming a new consensus for many catering companies.

Whether it is a high -end catering on the Chinese version of the "Black Pearl" list of Chinese foods, or a popular restaurant that is active in the list of fireworks and foods on earth, and embracing the operating changes under the silent prevention and control of the epidemic is becoming a normal business.

01 Vendent VS Open Source: Treatment of Bids downward, Treatment

"The epidemic has become a pot, Bailing Bailing, everyone has accepted the epidemic, and everyone is lying flat." At a catering chain sharing meeting at the end of May, Haidilao talked about the business problem of early enterprises in the epidemic situation. Show.

It was stopped by the woodpecker plan to eliminate the store, and the expansion plan was stopped. Under a series of emergency measures, the throttling and hemostasis became a microcosm of Haidilao in the 2021 epidemic.

However, when the throttling measures used, in the face of the normalized operating environment of the epidemic in 2022, Haidilao could not sit still. Let the front line become the protagonist, take the store as the unit, and create open -source operating behavior spontaneously. It is a self -rescue change made by Haidilao after the suspension of the food in Beijing in May.

Under such an open -source business behavior, the Haidilao stall at the beginning of the article also appeared. In addition to the stalls, on the night of the dangers, Haidilao also opened the delivery and self -pickup business to more than 70 stores in Beijing.

At the same time, some stores in Haidilao have opened takeaway business and increased platforms such as Meituan to better reach and serve more consumers. According to the Daily Economic News, Haidilao's order volume and sales in Beijing in early May increased by 260%from April.

Not only Haidilao, since the dignitaries were suspended from May 1st, the orders of McDonald's and Burger King exceeded the level of the same period last year. Obviously, when the epidemic came to the third year, Haidilao began to realize that when the operating environment changed, the blindness and hemostasis could no longer be an excuse for lying down.

This is the same for Haidilao's chain catering brand, and it is also applicable to small and medium -sized catering companies. In February of this year, 14 departments including the National Development and Reform Commission jointly issued the "Several Policies on Promoting the Resumption of Development in Industries in the field of difficulties in the service industry", of which there were as many as 7 measures to support the restaurant industry.

Taking the largest rental cost in catering operations as an example, the bailout measures indicate that the rented state -owned houses are listed as a high -risk area in the epidemic, a small and micro enterprise and individual merchants who are listed as a high -risk area in the epidemic region to reduce the rent of 6 months, and the other regions will be exempted by 3 exemptions. moon. At the same time, it also proposed to guide the takeaway platform to give a discount on the service fee of the staged merchant. The takeaway platform then responded to the policy to launch a return measure.

Although there is no state -owned house for renting, seeing this policy, Ms. Liu, a catering operator of Zhengzhou, still obtained a one -and -a -half -month rent reduction and exemption through negotiation with the landlord, becoming the beneficiary of the rent reduction policy. In addition to rents, as a small and micro catering merchant, Ms. Liu also received a commission discount of nearly a thousand yuan returned from the takeaway platform.

However, the rents and commission returns were still not persisted in Ms. Liu in the end. One and a half months later, in the face of the passenger flow of the straight -line decline, Ms. Liu, who lost her cash flow, could only choose to close the shop.

For exempting rents, rebate, as an external inclusive throttling emergency measure, although it is the most direct assistance for catering companies with short -term zero -income income. But once the time is stretched, the short -term first aid drugs of the throttling and hemostasis are began to be stretched.

According to the report of the Jiangsu Catering Industry Association, in March of this year alone in the week after a new round of outbreaks in Jiangsu Province, 417 companies participating in the survey have reached 608 million yuan. Streaming and difficulty in store operations.

For the throttle reinforcement, for small and medium -sized catering companies, in the short term, it is tantamount to sending charcoal in the snow, but whether catering companies can eventually melt their operations. This charcoal is fuel, making the store re -ignite the fireworks.

02 Black Pearl Restaurant "Putting down" and trying online open source

Under the normalized business environment of the epidemic prevention and control, actively adapting to changes, actively opening up to rescue, is becoming a carbon Mars that ignite the external bailout policy. Liu Run, a well -known domestic business consultant, also called for merchants to be prepared to welcome the "non -contact economy".

During the epidemic, let merchants and customers contact directly, and the risk is too great. If some services are indeed unstoppable, add a safe "middleman" between merchants and customers. For catering, this intermediate person is "takeaway". Through the "non -contact" intermediate manner, the virus is blocked, but the transaction is not blocked to ensure the most basic operation of the economy. With the repeated epidemic, there are more and more merchants who are aware of the importance of "non -contact economy". As a black pearl restaurant "Huaiyang Mansion" opened in Beijing's Andingmen, takeaway was opened on May 6th after the suspension of Beijing's food. Mao Liming, the person in charge of the store, said, "Since the dangers stop, we have no income for 15 consecutive days." Trying diversified income is the main reason for the launch of the black pearl restaurant Huaiyang House. However, in the attempt, the person in charge of the store Mao Liming had a different feeling.

"(Takeaway) stores can earn more than 10,000 yuan a day. This can't be done. It can only solve the cost of employees' food costs." Huai Yangfu Mao Liming believes. However, even if the income is not high, Mao Liming still expressed her wanting to see how far she can go on the road of takeaway.

Because for high -end restaurants such as Black Pearl, it is difficult for customers to make high consumption in the take -out scenes, and the income in the food scene may be significantly insufficient. However, this also means that every income in the take -out scenarios is a new consumer demand that is difficult to reach in the previous fixed food scene.

Black -pearl high -quality restaurants like Huaiyang Mansion are becoming a trend. In the context of quality merchants hugging digital, the takeaway platform also launched the "Certain List of the City" to select the most quality TOP300 catering brands in the local area to provide consumers and high -end catering brands with more direct digital access channels.

Although takeaway is not enough to supplement the food, no matter how new the increase is, there is an additional business toughness. Mao Liming said: "In 2020, we did not have such a deep perception when we were online. During the suspension of the food, we also realized that online takeaway can always provide a certain protection for the store. The focus of operation will definitely be transferred, but we will continue to keep takeaway, accumulate more online business experience, and provide consumers with a diversified service experience. "

If the impact of long -term observation of new income on takeaway on the restaurant is Mao Liming's exploration of diversified income channels for trying to develop new takeaway scenes. So for the 7 -year -old Wuhan Village Catering, which has been launched for 7 years, the relationship between takeaway and eating food is more deeply understood.

As a catering merchant who was keen to sniff business opportunities as early as 2015 takeaway, the old village chief went online around 2015.

Thanks to the acuity of the operation of the brain, the predictability of the "Internet thinking" in the early stage is the predictable direction of the future development direction of the traditional catering. During the stop of the city of Wuhan epidemic, it was sold for semi -finished dishes during the city. The employees who stayed in Wuhan also allowed the store to spend the most difficult time.

As a businessman who has long adhered to takeaway operations, from the perspective of the long -term catering operator of the old village, takeaway is not just a channel for assisting the food to add an online sales channel. The two are actually interdependent.

The food is the root, the takeaway is the branch and the leaves. With the word of mouth of the hall as the foundation, the takeaway can be "lush leaves". As the "sunlight" drawn by takeaway, the exposure and word of mouth have also been added to the food food, and the foundation is feeded.

The Beijing order data of Meituan takeaway in May also confirmed the feeding effect of takeaway food. The user commented that the proportion of such orders for "going to the hall after the epidemic" increased by nearly 5 times from the previous month. This fully shows that takeaway can not only bring new income income to merchants, but also bring new guests to Tangshi.

It is worth noting that, now the impact of the epidemic and can operate normally, it is a company that laid out the "non -contact economy" earlier. They have already accumulated a large number of customers on the takeaway platform, and then they are very skilled in the middlemen of the takeaway rider to continue their transactions with customers.

In response to this, Qin Shuo's circle of friends also recently said in the topic of tough China that the toughness of society is the toughness of life, that is, the toughness of three meals a day. And those takeaway merchants and riders are also the "key practitioners" of society, supporting the toughness of society, economy, and employment with market power.

It is these "key practitioners" that make China's catering toughness extremely strong. Studies have shown that the epidemic state has shrank 33%, China shrinks 16%, and the middle difference is China's takeaway toughness, including online cash registers, take -out orders, no contact distribution, and so on.

Under the business consensus that actively opens the rescue, as one of the main open source means, takeaway is reconstructing the business toughness of the store with the Tang Food. Not only that, in the extreme situation of the pause of food, re -examine the takeaway, understand the relationship between takeaway and Tang food, but also constantly spawn more new faces of catering merchants in the epidemic.

03 small shops have small benefits, and the epidemic has given more flexibility

At two o'clock in the morning, the stores in a noodle restaurant on the streets of Wuhan were still on.

As a street store operated by an individual household, it is open for 24 hours, which is the "stupid" method for this noodle restaurant to respond to the impact of the epidemic. Since June last year, eight people in the store have fallen in black and white. Through the online takeaway platform, although the business of the night shift is not as good as during the day, every bowl of noodles sold is incremental.

In the opinion of Wang Yongshe, the owner of the noodle restaurant: "It's very difficult to make every penny now. If you don't do it, it will be more difficult. Opening the noodle restaurant, a bowl of noodles is like 5 to 15 yuan. You can survive by quantity and more people to eat. "After 24 hours of business, he worked hard to save himself, insist on surviving small noodle restaurants, and obtained the support of the external bailout policy, and gradually recovered when the food restaurant owner Wang Yongshan was even more confident. With enough, he prepared a new facade for a few days. Also explored the way of survival in the epidemic.

At the beginning of the epidemic in Shenyang, the food was completely suspended. During the suspension of the dangers, all the stores were mainly takeaway operations. This also made Wang Junliang, the owner of Jin Happy Hot Pot, began to re -calculate the cost of rent.

Under the epidemic, the food was suspended. The takeaway in the store did not snooze, and even the takeaway order exceeded the level before the epidemic, reaching the peak of 300 orders a day. However, if it is a large shop in a shopping mall store and a large gold area, the cost of rent will bring tremendous pressure. For such shops, it is difficult to support that it is difficult to rely on takeaway.

Therefore, Wang Junliang aimed at the direction of the new store model as "small and fine": 60 square meters of offline shop special decoration, couple+two service staff to take care of.

In the case of half less, although the number of people receiving halls in the store at the same time will also be reduced by one -third, takeaway can effectively make up for one -third of the lack of food, and the cost of rent has fallen by half. The community store model of the food + takeaway is equivalent to completing the previous turnover with half of the rent, and the ping effects have doubled.

Go out of the shopping mall and find more flexible and tough store models in the community catering market.

From the perspective of the new catering entrepreneur Qiao Ping, the flexibility of rent and business is on the one hand. It is closer to consumers and the advantages of takeaway are even greater. For example, in terms of distribution efficiency, meal taste, store trust, etc., it is closer to the store to eat in the store.

The low rent costs, elastic business hours of community catering, and the affected by the slowdown of the commercial district stores are affected by the slowdown of the commercial district store, all of which have made the advantages of community catering stores highlighting.

Whether it is an extension, the Wuhan noodle restaurant opened for 24 hours, or out of the shopping mall, driving the store to the hot pot in the community, and even the chain catering brand in Beijing and the prefabricated dishes. More operational flexibility spawned in the epidemic is happening in Wuhan, Beijing, in Shenyang, and every city in China.

Behind the new faces of more operating flexibility and constant emerging catering operations, operators who actively open their rescue are also coming out of government departments at all levels and related industries.

While obtaining external inclusive aids, every operator is also trying to explore new operations. Catering, as a diligent, finding the direction of operators, is also re -controlling the long -termism of operation.

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