1. 1 Main concentrated areas and operating conditions of large catering enterprises in Chengdu
After 10 years of development and competition, Chengdu's catering industry has formed several major ports and distinctive food streets. One of the most famous is the classic Sichuan cuisine.
Food Street (Shi Yang Street West Extension Line), Local Hot Pot Food Street (Funan New District), Shi Sheng Cultural Food Street (Caotang Catering Entertainment Circle), Ecological Leisure Food Street (Renmin South Road South Extension Line), Bashu Traditional Food Street (Wuhou Temple Street). At the same time, the high-end catering industry in Chengdu is fan-shaped from west to east: Shaxi Line (Shawan Road West Extension), Yangxi Line Food Street and Funan New District Hot Pot Street, Caotang Catering Entertainment Circle (including Qintai Road, Jinli Road, Fanglin Road and Tsinghua Road), Wuhou Temple Street, Shuangnan Food District, Yulin-Zhonghua Garden Food District, Ke Hua Road-Consulate Road Food Street and Renmin South Road South Extension Line Leisure Food Street. (see photo)
The related pictures of this theme are as follows:
Popular Food-Shaxi Line
Two factors play an important role in the rise of this food street: the rise of exhibition economy in Chengdu and the development of residential areas in Jiaotong University. The Convention and Exhibition Center is a comprehensive catering and entertainment city, with restaurants, teahouses, bars and swimming pools. Positioning business and official consumption, the price is on the high side. From the second ring road of the convention and exhibition center, you will arrive at Jiaotong University Road. Restaurants such as Caigenxiang Jiaotong University Store, Jiayun Sichuan Cuisine, Hongyueju, Blue Harbor and Zhenglianguo in Xinshan City are all popular Sichuan Cuisine restaurants. This line is full of sunset red old restaurant every day, and its aunt series dishes such as braised pork and aunt hairtail are dumped by diners from all directions; There is a courtyard in the hometown of Sichuan cuisine restaurant, with small bridges and flowing water, as well as Robinia pseudoacacia mushroom bag with strong Sichuan flavor, crispy steamed meat and silver carp series dishes; The kungfu tea, famous snacks, changing face, spitting fire and rolling lanterns in Shunxing Old Teahouse combine the elegance of Sichuan cuisine, Sichuan wine, Sichuan tea and Sichuan opera.
Classic Food-Yangxi Line
Yangxi Line Food Street has long been famous all over the country, bearing most of the splendor of Chengdu's catering, with brand-name catering gathering, high, middle and low grade, Chinese food as the main food, supplemented by hot pot, which also led to the rise of hot pot street in Funan New District next to it. There are a number of national famous catering brands on Yangxi Line: Ginkgo, Shunfeng Fat Beef, Nantaiyue, Chongqing Caigenxiang, Fuwanjia, Rongxingyuan, Happy Hometown, Hongxing, Daronghe, taoranju, Baguyuan and Maojia Hotel. Ginkgo biloba is the top brand of Sichuan cuisine, which has stood proudly in the forefront for nearly ten years. Yangxidian is a high-grade Chaozhou restaurant. Shunfeng Fat Beef, Little Sheep and Maojia Restaurant are typical examples of the prosperity of foreign brands after the spread. Red Star Hotel is a typical example of making traditional Sichuan cuisine superb and queuing every day. Daronghe is an example of the integration of Sichuan cuisine and Hunan cuisine. Taoranju is a typical example of Chongqing Sichuan cuisine brand's great success in Chengdu. Nantaiyue is one of the oldest brand restaurants on the Xiyan Line, and its famous China dishes such as Nantaiyue's secret bones and a snack from 3.8 yuan are unique.
Hot Pot Cuisine —— Funan New District
Funan New District, which is adjacent to Yangxi Line, has seen the rise of a brand-new hot pot street within two years. There are nearly 20 hot pots of all sizes, including Huangchi Liding Hot Pot, Zengshiji Loach King Flavor Restaurant, Zhaolaosi Jiuchi Goose Intestine Hot Pot, Babatiao Duck Intestine Hot Pot, Abalone Hot Pot, Kaiyuan Hot Pot, Fresh Hot Pot and other brand hot pots, as well as bamboo shoots and chicken hot pot, Lian Guo, basin shrimp and delicacies hot pot.
Cultural Cuisine —— Caotang Catering Entertainment Circle
The cultural and catering entertainment circle of Caotang includes Qintai Road, Jinli West Road, Fanglin Road, Tsinghua Road and Qingjiang East Road. Adjacent to Du Fu Caotang, Qingyang Palace, Cultural Park, Baihuatan Park and Song Xianqiao Art City, it is the food circle with the deepest cultural heritage in Rongcheng. After investing 30 million yuan to build the Qintai Ancient Road, Chinese charm can be seen everywhere, and hotels on both sides of the road are more prosperous. Angel Ting Yun Restaurant, Lion Building Hot Pot and Huangcheng Mama are all among the top ten catering enterprises in Chengdu. Wen Jun Restaurant and Piaoxue Restaurant have their own characteristics, while Qintai Beijing Roast Duck and Pihe Silver Carp Restaurant have unique flavors. There are more than a dozen theme bars with different styles in the neighboring road, which is a new bar street in Rongcheng; On Tsinghua Road, there are Tan Fish Head, Old Chengdu Mansion Cuisine, Chen Mapo Tofu, Jinmantang and other restaurants. Qingjiang East Road has Bian Shi Caigenxiang, Chongqing Dezhuang Hotpot, Chongqing Kong Liang Eel Hotpot, Jiangbei Laozao, Dazhaimennian Hotpot, Jinpen Restaurant, Chongqing Pot Shrimp and so on.
Traditional Cuisine-Wuhou Temple Street
Wuhou Avenue has gathered a large number of restaurants with special features, such as Caigenxiang in Xinshan City, Shixianghu Restaurant, Qin Shanzhai, Five Blessingg Source and Datang Hotpot. Among them, Shixianghu Hotel is the first catering enterprise in the province to raise the banner of eco-catering; Qin Shanzhai mainly deals in nourishing medicated diet; Datang folk hotpot is famous for its strange rabbit head. A large number of catering enterprises have also gathered in Yidu, such as Camp David Blue Coast, New Wang Fu Restaurant and Koryo Barbecue.
Concentrated food-American consulate food area
Consulate Road is the place with the highest dining density in Chengdu. There are Wei Hotpot, Happy Hometown, Yulong Hotpot, Zhao Laosi's Jiuchi Goose Intestine Hotpot and Hutchison Abalone Hotpot, Shanghai, Haishanghe Seafood Cantonese Restaurant, New Bund Hotel in hangzhou dishes, Thai Shark's Fin Restaurant selling Southeast Asian cuisine, and Sichuan restaurants such as Sunshine Restaurant, Fanhuaju Restaurant, Nature Seafood Restaurant and Old Duck Soup.
Snacks-Southern Yan Line
On Renmin South Road, the Shufeng Wang Ba Banquet in Shufeng Baicai Baiwei Restaurant, a Sino-Japanese joint venture, is a famous banquet in China. Cod crab produced in Hokkaido, Japan, with a weight of 10 kg as the main material, needs to reserve a table of 654.38+10,000 yuan in advance. Baguo Buyi is known as the first brand of Sichuan cuisine because it started the first shot of defending Sichuan cuisine. Its cultural entry into the store and brand packaging technology make Sichuan cuisine come alive. On the south extension line, nearly 30 specialty hot pots have sprung up here, and most of them take the road of garden-style ecological catering. Typical examples are Nantianshui Township, Shi Sheng Ecological Park and Longying duck king Hotpot City. Nantianshui Township covers an area of 200 mu, and the "Water Village Cuisine" developed and innovated by China culinary master Wang is a brand-new series of cuisines, which are said to be all ecological cuisines. The roof of the whole restaurant is all transparent glass, and there are fish and shrimp on the roof, just like eating in the underwater world. Covering an area of more than 200 mu, the food-eating ecological park, wild diced yellow pepper and beautiful frog hot pot are famous hot pots in China, and the ecological teahouse is also a scene of the south extension line; Longying duck king Hotpot City is the first raw goose intestines hotpot in China, and won the title of "China Hotpot Banquet".
Mid-range Cuisine —— Wang Ping Cuisine District
Wang Ping Food District is one of the earliest food districts in Chengdu. There are Xiangxiang Restaurant, Jinguanyi Restaurant, Renhe Catfish Restaurant and other large-scale dining places, as well as small and medium-sized restaurants. Jinguanyi's signature dishes include fish head with Hunan sauce and pepper, seafood hairy crab rice cake, Guangdong Jinguan king snake and so on. There are three kinds of fish to eat in Baogong fish head in Beidu Fish Restaurant, and the snacks are also very distinctive.
1.2 Characteristics of Chengdu's high-end catering market
As two wings of modern catering, specialty restaurants and fast food develop side by side. Judging from the business format of the top 20 catering enterprises in Chengdu, there are 15 featured catering enterprises; There are three fast food enterprises. Although there are only three fast food restaurants, KFC and McDonald's occupy the top two of the top 20 restaurants in Chengdu, and brand fast food is better in business performance.
The high-end catering market in Chengdu is close to the "perfect competition" market structure, and the competitors in the market can only be the recipients of market prices. In recent years, the investment structure, market structure and enterprise structure of catering industry have changed obviously. First of all, the investment structure is diversified, and various social investments have become the main force in the development of the catering industry. Today's catering industry is still a situation in which all the princes share one side. The turnover of the top 20 catering enterprises in Chengdu only accounts for a small part of the whole industry, which is close to the "perfect competition" market structure. Hotel catering, specialty catering, brand fast food and other formats have grown rapidly according to their respective market positioning, mass catering consumption has shown a strong development momentum, and the high-end catering market has shown multi-format characteristics. Among the top 20 restaurants in Chengdu, there are 2 hotels, 15 specialty restaurant and 3 brand fast food restaurants.
The enterprise structure of catering industry presents the trend of collectivization. Among the top 20 catering enterprises, Yum! Brands (Chengdu) Co., Ltd., Chengdu Catering Company and Ginkgo Catering all appear in the top 20 in the form of groups, and these enterprises play a leading role in Chengdu catering industry.
Mid-to-high-end restaurants have quickly changed the single-store business model that has been used for many years, and actively developed chain, distribution and network operations. Among the top 20 restaurants in Chengdu, a large number of brand enterprises such as Chengdu Huangcheng Mama Hotel Co., Ltd., Songhuitian Sweet Fishing Port and Hongxing Hotel stand out. Among them, Chengdu Catering Company ranks first in Chengdu's specialty catering, while Huangcheng Mama and Songhuitian Sweet Fishing Port rank second and third. These enterprises are playing an increasingly important role in opening up markets and expanding sales. Under such circumstances, these fledgling Chinese food brands will strive for flagship brands by virtue of their advantages in the catering industry for many years.
There is a strong positive correlation between the development of high-end catering industry and the level of economic development. Among the top 500 catering enterprises in China, they are distributed in 27 provinces and cities, including Guangdong 133, Jiangsu 45, Shanghai 44, Beijing 43, Shandong 45 and Zhejiang 32. In addition, according to the statistics of the top 50 catering enterprises in major cities, the turnover of the top 50 enterprises in Beijing is 3.5/kloc-0.0 billion yuan, that of the top 50 enterprises in Shanghai is 3.33 billion yuan, that of the top 50 enterprises in Chongqing is 530 million yuan, that of the top 50 enterprises in Guangzhou is 2.83 billion yuan, that of the top 50 enterprises in Wuhan is/kloc-0.25 billion yuan, and that of the top 50 enterprises in Hangzhou is 50 yuan. From the development course of Chengdu's middle and high-grade catering industry, 1990-2000 is the high-speed growth stage of Chengdu's economy, and it is also the period of rapid development of Chengdu's middle and high-grade catering industry.
1.3 competition analysis of high-end catering industry in Chengdu
A) In the pursuit of characteristic management, Chengdu catering industry can be said to be eight immortals crossing the sea, each showing its magical powers. Characteristic management and competition are mainly reflected in the following aspects:
Good at dishes. For example, Caigenxiang in Bian Shi, Chengdu, has occupied the market with its unique management of hundreds of original dishes, such as its own unique pickled pepper series and pickled pepper system in Caigenlao altar.
Be good at cultural characteristics. Buyi Restaurant in Pakistan attracts guests with the decoration of Cuban culture and the characteristics of dishes. Outside the restaurant, there is a "food inscription" inscribed by Wei Minglun, a genius of Bashu.
Good at decorative features. Chengdu's old houses and Sichuan restaurants attract guests with unique folk dishes created by galleries and old houses of water residents. Aunt Zhou's old shop, Sunset Red, is famous for its decorative style of combining Chinese and western styles and the delicious characteristics of Aunt Zhou's home cooking.
Be good at business characteristics. In Yanhuang Shi Jia Restaurant, the service staff wear roller skates and carry trays to serve the diners. Its private rooms are named "Zhang Fu", "Zhao Fu" and "Li Fu" after the guests' surnames. All the bald service staff in Red Star Restaurant and all the laid-off male waiters over 40 years old in private restaurants give people a unique and fresh sense of operation.
Good at ecological characteristics. The south extension line of Renmin South Road has wide roads and pleasant scenery. Twenty or thirty Sichuan dishes (hot pot restaurants) have sprung up here, and most of them take the road of garden-style ecological catering. The most typical ones are Nantianshui Township, Shi Sheng Ecological Park, Longying duck king Hotpot City and Xinyuan Lawn Food World. The innovative "Water Village Cuisine" in Nantianshui Township covers an area of more than 200 mu, all of which are ecological dishes. The roof of the whole restaurant is all transparent glass, and fish and shrimp are raised on the roof, so guests feel like eating in an aquarium. It is really the original ecology, delicious, ecological, harmony between man and nature.
B) price competition:
Chengdu cuisine is famous for its high quality and low price. In order to survive, develop and win consumers in the competition, Chengdu catering industry generally takes the road of citizenization. There are only a handful of high-priced brand restaurants in Chengdu, such as Ginkgo biloba and Tan's palace dishes. 75% restaurants and hotels adopt the market strategy of citizenization and moderate consumption to develop, occupy and win the market.
Unique specialties and moderate affordable prices are the dominant ideas of price competition among many restaurants in Chengdu. Home-cooked rice shops on the west extension of Shi Yang Street also put up such signs: guests who come to the restaurant have a 20% discount on the first table, a 60% discount on the second table, a 50% discount on the first table and a 60% discount on all tables at 4 4- 10. At the same time, some guests came to the restaurant by taxi, and the restaurant paid the fare. In Chengdu Evening News, Chengdu Business Daily and Huaxi Dushi Bao, you can see clearly marked advertisements for promotional prices every day, as well as advertisements for wedding banquets, birthday banquets, business banquets, party banquets and housewarming banquets in major restaurants, which shows the fierce market competition and price competition in Chengdu catering industry. While constantly introducing new dishes with special features, major restaurants are also lowering the prices of dishes in disguise to attract consumers and strive for certain profit space and market space.
C) chain competition:
From 2000 to 2002, Chengdu catering industry made every effort to build "Sichuan Kingdom", which quickly set off an unprecedented upsurge of Sichuan cuisine chain. Many well-known wine, meals and restaurants began to occupy Rongcheng, leaving Sichuan, going to the whole country and going overseas, which opened an unprecedented chain competition pace and competitive situation for Rongcheng catering industry.
By the end of 2002, there were 90 chain stores in Tanyutou, Chengdu, 30 chain stores in Bian Shi, 23 chain stores in Pakistan, 65,438+08 chain stores in Lion Building Hotel, 65,438+02 chain stores in Mama Restaurant in Chengdu, and 8 chain stores in Old Chengdu Building, and the number of each chain store was increasing by 65,438+00%-65 every year. Chain competition has greatly enhanced the strength of Chengdu catering enterprises. The annual turnover of Tanyutou has exceeded 300 million yuan for two consecutive years, and the annual income of other chain restaurants is not less than 50-80 million yuan.
Patricia Lam Fung Group, a well-known private enterprise in Chengdu, decided to invest 1 100 million yuan, shift its business focus from Chaozhou cuisine to Sichuan cuisine, launch Peony Pavilion "Boutique Sichuan Cuisine" restaurants in Chengdu, Beijing, Shenzhen, Shanghai and Guangzhou, and chain major domestic capital cities within three to five years. Taking advantage of its group multinational companies, it plans to set up overseas branches in new york, Hawaii and Los Angeles, and strive to complete its strategic concept of "fine Sichuan cuisine" in major cities around the world within 65,438+00 years.
The chain competition of Rongcheng catering industry has also made many savvy restaurant owners realize that only by making good brands and local restaurants in Chengdu can the chain road become wider and wider.
1.4 development trend of large catering enterprises in Chengdu
Accelerate the adjustment of the catering business structure, develop modern business methods such as chain operation and network marketing, promote the internationalization strategy, enhance the catering service function of popular communities, and expand the service consumption field.
Expand new business space, vigorously develop green hotels, guide green consumption, pay attention to brand management and technological innovation, and give play to the role of brands, networks and technologies in opening up markets.
Strengthen the management of catering industry and accelerate the transformation from traditional catering industry to modern catering industry.
The investment structure began to diversify and take the road of group development.
Make full use of holiday consumption and exhibition consumption, and gradually expand the market scene.
Although the high-end catering industry in Chengdu is prosperous, it still lacks large local enterprises with national influence. Chengdu Catering Company, the largest catering enterprise in Chengdu, ranked 43rd in China (2001); The second-ranked Huangma ranked 100, barely entering the top 100 catering enterprises in China. Judging from the turnover (200 1), the turnover of Chengdu catering company is 94 1.26 million yuan, which is far from the turnover of Beijing Quanjude, the first specialty restaurant in China, of 347.592 million yuan. The development level of high-end catering market in Chengdu is not commensurate with the overall economic level of Chengdu, and there is still great development potential and room for growth.
2. Study on the consumption characteristics of residents' middle and high-grade catering.
2. 1 Analysis of consumption structure
1) Western fast food is very popular.
The top 20 restaurants in Chengdu are Yum! Brand and McDonald's, both of which are internationally renowned fast food companies, western-style fast food is their main project. Western fast food is so popular because of its existence and development. On the one hand, western fast food is very different from traditional food in China. China has a long food culture, but hamburger fried chicken is relatively unfamiliar to people. This unique western flavor attracts more and more people's mouths. Secondly, the convenience of western-style fast food is also one of its advantages. The pace of life of modern people is getting faster and faster, especially young people in cities. The flexible management means of western-style fast food caters to this consumption demand. Whether eaten in class or taken out, ready-to-eat fast food is very in line with their life rhythm. In some western fast food restaurants, it only takes ten seconds or even less from ordering to getting it, which is incomparable to Chinese fast food restaurants. So its speed and convenience is a sharp weapon to win the market.
From the structure of consumer groups, age is inversely proportional to the degree of preference for western-style fast food, and the enthusiasm of people in the lower age group is higher than that of people in the higher age group. /kloc-Teenagers under 0/8 years old are the main force of western fast food consumption. This group grew up in the social environment of China's reform and opening up. Their growth is deeply influenced by westernization, and their lifestyles and habits are also in the blend of China and the West, so they are relatively more susceptible to the influence of western culture and foreign products. Although most of these groups have no direct economic resources, they are lax consumers. Western-style fast food merchants also take them as the target group and breakthrough point in marketing strategy, and are more targeted in publicity and promotion.
Western-style fast food enterprises, especially large-scale chain-store enterprises, are obviously different from traditional catering enterprises in operation, and are closer to the market and consumers in marketization and market awareness, except for their convenience and unique taste. The atmosphere in the store also gives consumers a comfortable and bright feeling, a happy and relaxed atmosphere, and gives people a warm feeling of "home". Consumers often sit for a while after eating in western-style fast food restaurants. Many people regard this fast food restaurant as a place for their social activities, which is also the place where western fast food attracts consumers.
The overall consumption level of Western-style fast food is lower than that of high-grade restaurants (the average per capita consumption is between 20 and 30 yuan), but it is close to the low-grade consumption level, which is an important price control means for the popularization of Western-style fast food, but it is different from the civilian diet.
2) Special hot pot is the most dynamic catering industry in Chengdu.
Special hot pot is an important catering industry in Chengdu's eight catering concentrated areas. Although hot pot originated in Chongqing, it flourished in Chengdu, where it was well combined with Shu culture, giving it a special regional cultural connotation. Hot pot has become a part of Chengdu's urban connotation to some extent. Chengdu people have a strong consumption preference for hot pot, which can be seen from the prosperity of thousands of hot pot restaurants in Chengdu and the endless emergence of various special hot pot restaurants. From the survey of residents' consumption habits, it can be seen that residents' consumption in various hot pot restaurants accounts for a large share of their catering consumption. The rapid innovation of hot pot types and high market acceptance make hot pot restaurants in Chengdu full of vitality.
3) Traditional Sichuan cuisine is the most common food consumption item.
More than half of the top 20 catering enterprises in Chengdu are engaged in Sichuan cuisine. Sichuan cuisine has a complete range of dishes of all grades, which can meet the catering consumption needs of consumers at all levels. In terms of price, the price of Sichuan cuisine is obviously lower than that of seafood and Chaozhou cuisine, which has a relatively large price advantage and is more in line with the dining habits of local consumers. Sichuan cuisine is an evergreen tree in Chengdu catering market and the most popular catering industry.
4) Chengdu residents spend more on high-end catering.
Through the survey of consumption habits, it is found that Chengdu residents go to high-end restaurants once a week more often, and the proportion of such consumers reaches 38%. Spending once every half month accounts for 15%. Every consumption is generally above 50 yuan, and 2 1% of consumers' consumption is between 150-200 yuan.
(see the picture below)