Foresight Network Summary: Since December 2012, affected by the policy, the catering industry growth rate declined, the industry operating environment suffered a cold spell, upscale hotels turnover plummeted, the number of people who dine sharply reduced, and high-end catering deteriorated business conditions. At the same time, the online group-buying market has shown a booming trend. The compound growth rate of the group-buying industry in the last three and a half years is 23.61%. Catering industry to change the "micro-profit and sloppy" industry status quo is very urgent, to the mass catering to the market, to the transformation and upgrading to the prospects.
April 10, the China Cuisine Association released the first quarter of 2013 Catering Industry Analysis, said that since December 2012, affected by the policy, the catering industry growth rate decline, the industry's operating environment suffered a cold spell, upscale hotels turnover plummeted, the number of people dining sharply reduced, high-end catering deteriorated business conditions.
The above Report shows that some of the high-end catering enterprises in February business income fell by more than 50%, even to business banquets and family and friends gatherings of some of the catering enterprises have been affected by the decline in customer flow. From different regions, most of the provinces and cities in January-February above the limit of catering revenue growth of less than 10%, especially in Jiangsu, Nanjing, Shaanxi, Zhejiang in January-February above the limit of catering revenue directly into the negative growth.
From the point of view of catering revenue in the total retail sales of consumer goods, in March, catering revenue of 186.1 billion yuan, an increase of 8.7 percent year-on-year, a decline of 4.8 percentage points over the same period last year.
Additionally, the "Hotel Operation Statistics for March 2013" also showed that the restaurant revenue ratio in March was 41.16 percent, down 1.74 percent from 42.9 percent in March 2012, and down 5.35 percent from 46.99 percent in February 2013, on a year-on-year basis.
At the same time, the network group-buying market is showing a trend of prosperity. 2011 is the second half of the group-buying industry gradually get rid of impetuous into the calm period of the node, take the second half of 2011 to the second half of 2012 as a cycle, according to the half-year to calculate the compound growth rate, the data obtained is that the last three half-year group-buying industry CAGR is 23.61%. Assuming that the first half of 2013 and the second half of the year still maintain this growth rate, the first half of 2013 group-buying turnover will be 14.493 billion yuan, the second half of the year will be 17.914 billion yuan, the annual turnover of about 32.407 billion yuan.
According to the Monthly Market Monitoring and Analysis Report on China's Catering Industry by the Foresight Industry Research Institute, monitoring data shows that during the period of April 1-7, catering and food, as a leading local service group-buying market, accounted for 50.9 percent of the market share, with 3.812 million people participating, and an average per capita consumption of 68.6 yuan.
Currently 114 branded catering companies, including more than 4,400 stores of 2 sub-brands of Little Sheep, 1,700 stores of McDonald's nationwide, 480 stores of Zhenkongfu, 110 stores of Guangzhou Green Court, and 661 stores of Ajisen Ramen, are carrying out a large-scale promotion season of popular gourmet food across the country. The promotions include online group purchase discounts, online ordering discounts, member recharge points or cash back promotions, as well as dine-in consumption of full-value coupons, value set meal discounts, hot dishes at special prices, eat one get one free, free wine supply.
Reason: high-end restaurant policy restrictions, mass catering costs
Central "against waste", "curbing public spending" and other related policies, public spending will no longer be a high-end catering support point. High-end brands facing the pressure of transformation is self-evident. At the same time, the popular catering business situation is not optimistic. China catering industry monthly market monitoring and analysis report " in-depth study found that since 2008, catering growth has been a downward trend, but because the growth rate maintained at a high level of more than 16%, the downturn did not cause alarm among all parties concerned until the first half of 2012 growth rate fell to 13.2%, which caused a high degree of concern among all parties.
Compared with the transformation and upgrading caused by the sharp decline in high-end catering revenue, the transformation of mass catering enterprises is mainly driven by rising costs and falling profits. From the industry's point of view, the cost of raw materials, rent costs, labor costs of mass catering enterprises has been continuously rising, the burden of taxes and fees remains high, profits continue to decline, the transformation and upgrading is also imminent. 2012, Ajisen Ramen's labor costs accounted for 24.2% of operating income, rent accounted for 15.7%, fuel, water and electricity accounted for 5.95%, the net profit margin of only 5.43%, a significant decline compared with 2011, Jinmillion Ramen has been the most popular restaurant in the world. The net profit margin was only 5.43%, a significant decline from 2011, and profits of other mass catering companies such as Golden Millions and Hehegu have also declined. Companies have taken steps to expand consumption.
Countermeasures: high-end catering enterprises to change the strategy, each go their own way
Chinese Cuisine Association initiative, the catering industry to change the "micro-profit and sloppy" status quo of the industry is very urgent to the mass catering to the market, to the transformation and upgrading to the prospects. Xiang E love, net elegant, elegant and other high-end catering have embarked on the road of transformation, but the National Hotel, Xiyuan Hotel and other enterprises to adhere to the original market positioning.
One is to fine-tune the business strategy, adhere to the high-end route. Some high-end enterprises, such as Da Dong, Shunfeng, Jingya, etc., by reducing the speed of opening stores, reduce the area of a single store, moderately lower prices, enhance value-added services, increase marketing efforts, the development of Chinese food and afternoon tea market and other measures to adhere to the high-end market at the same time moderately adjust the business strategy. Quanjude, on the other hand, started selling Quanjude roast duck in Beijing Jinglun Hotel, Henan Luoyang and Anyang City and other brand hotels, and steadily pushed forward the single product licensing.
The second is to adjust the market positioning and turn to the mass market. Xiang'ei abandoned the high-end market, through adjusting the structure of dishes, opening affordable supermarkets, etc., from high-end catering to family reunion restaurant.
Foresight Industry Research Institute Monthly Market Monitoring and Analysis Report of China's Catering Industry believes that the transformation of catering enterprises includes the transformation of high-end brands and catering enterprises. From the point of view of high-end brand transformation, there are mainly three ways:
Three is a complete makeover and re-foundation of the brand. Individual high-end catering from the brand name, dish design completely changed, with a new look to regain new life, Jinan Shark's Fin Royal Hotel was renamed to follow the garden.
From the point of view of the transformation of enterprises, one is to actively implement the multi-brand strategy. Multi-brand strategy has a long history, the 2011 National Catering Top 100 enterprises, about 60% of the enterprises to implement multi-brand operation, of which about 20% of the number of brands in more than 5 enterprises. In the current situation, multi-brand is once again emphasized and sought after. High-end catering enterprises to create or mergers and acquisitions of popular catering brands, the implementation of diversification strategy, Quanjude established Beijing Quanjude Meidun Catering Company (5% participation, and gradually realize the controlling stake) formally entered the catering market, the net elegance through mergers and acquisitions to open up the hot pot, catering business. Popular catering enterprises country base created Mr. Rice, and Hehe Valley developed Jiahe noodles brand, achieved remarkable results.
The second is to vigorously expand the delivery and takeout market. Under market pressure, enterprises to expand the market through the opening of the people's takeaway window, the development of delivery business, to the home food sinks, easy to eat, takeaway network and other professional delivery companies to make the catering delivery to help like a tiger with wings. Haijilao, Huang Jiihuang, Laojia fast food, Jiahe Yipin takeaway gained rapid development, the current Jiahe Yipin takeaway income has accounted for about 20% of its revenue.
Third, a big push for the development of semi-finished products business. Branded catering enterprises make full use of the advantages of the central kitchen to enter the market of net dishes and semi-finished products, and the semi-finished products of Jinmillion, Tao Ranjiu and Haidilao have already entered the superstores.
Fourth, the active use of modern information technology and equipment. The introduction of robots to cook dishes by enterprises such as Xiang'e, Hongjun Group Catering, Jiahe Yipin, etc., and the entry of automatic food vending machines into communities and transportation hubs are all useful attempts to reduce costs and improve efficiency. Quanjude 2013 to establish online ordering, online ordering, online sales, online payment of food and beverage online service system.
Fifth, extend the industrial chain. Entering the upstream and downstream industries, Axingji's meat rabbit industry, Tao Ranju's tourism agriculture, and Little Sheep's breeding ranch have all achieved remarkable results.
Sixth, strong combination to achieve complementary advantages. 2012, a fusion of industry associations, colleges and universities, catering enterprises, food companies, China Catering Industry Central Kitchen Technology Innovation Alliance was formally established, a close combination of industry, academia, research and technological innovation system began to run. 2013 early, Tao Ranju, Kong Liang, vegetable source of 19 Chongqing catering enterprises, raising hundreds of millions of dollars to hold a group of Chongqing Catering Investment Group. The establishment of Chongqing Catering Investment Group, seeking to join forces to grow stronger, the group plans to build 10 food streets in five years, and is expected to be listed in the country a few years later.