China Breakfast Consumption Report shows that 66% of urban consumers in China eat breakfast at home two or three times a week, compared with 77% in 20 13. Where consumers eat breakfast outside, breakfast stalls account for 49% and convenience stores account for 29%.

A huge breakfast market driven by eating at home or eating out has gradually formed, and consumers' spending on breakfast has greatly increased, and their willingness to consume has become stronger. According to the report released by Mintel, an authoritative research organization in Britain, the total consumption of breakfast food in China will increase from 1.334 trillion yuan in 2065 to 438+0.948 trillion yuan and 5438+0 in 2026. It is estimated that the market sales of eating out for breakfast will exceed 840 billion yuan and 5438+0 in 2026.

Breakfast is the most important meal in a fast food chain. Since 197 1, McDonald's breakfast business has been the leader in the American breakfast market, but in recent years, McDonald's breakfast business has gradually been Taco? Bell's breakfast is not as good as Dunkin's breakfast sandwich, and there is strong competition from Starbucks.

In China, McDonald's has been sticking to it, refusing to make porridge, fried dough sticks and soybean milk for Chinese breakfast like KFC. This led to McDonald's falling behind in the original breakfast market in China. Speaking of breakfast, China people have made it clear that KFC has Chinese breakfast, which is delicious.

In the experience of breakfast, people are more inclined to choose their own familiar taste. For the core catering consumers who need to eat out, they will change their lunch and lunch several times a week, but only choose a few kinds for breakfast. This is also the reason why KFC makes breakfast better.

Zooming in to the whole country, there are many kinds of breakfasts everywhere. Breakfast is a local snack. It's really hard to break down the national fast food chains one by one, but there is one main line that can be grasped: a warm, digestible, non-greasy breakfast that can provide energy for the whole morning is the sexual demand of China's stomach.

In addition to providing foreign meals such as hamburgers and coffee, KFC not only added traditional China foods such as porridge and fried dough sticks, but also added categories such as rice balls and egg rolls, providing consumers with richer breakfast choices, while McDonald's only got full marks for ham and eggs and coffee; Subsequently, McDonald's also began to develop porridge. When the material is mainly "chicken" meat, KFC's porridge already has many flavors such as beef and egg porridge, mushroom and egg porridge, preserved egg and lean meat porridge. The result is obvious.

Among them, the consumption of traditional breakfast types still dominates. Obviously, traditional breakfast categories such as steamed stuffed bun, soybean milk, fried dough sticks and pancakes occupy an absolute share of the breakfast market.

Nearly half of consumers in China said that "hot food" is a very important breakfast element, second only to "healthy" elements. This traditional habit is hard to change. Most consumers are more rational in their demand for breakfast, less curious and prefer to eat familiar tastes. For breakfast enterprises, it is extremely necessary to study consumers' preferences.

Young consumers' demand for breakfast: faster.

After 80s and 90s, young people account for nearly 70% of the entire user layer of catering, and after 90s, they gradually surpass 80s and become the main consumer of catering industry. These people are students and office workers in the golden age of study and work. Facing the heavy study and work in the morning, the "charging" function of breakfast is really important, but the morning is also the busiest and most tense moment: staying up late, commuting pressure, and breakfast time is constantly compressed.

The more precious the consumer's time, the more urgent the demand for convenient breakfast. The survey results show that consumers are extremely demanding about breakfast time. More than half of the respondents are willing to wait for breakfast for 2-5 minutes, and once it exceeds 5 minutes, they will lose patience.

Efficiency has become the top priority of Chinese breakfast.

The biggest feature of a country like the United States is its efficiency in diet, so it has the largest production and sales of hamburgers and sandwiches, and it is also the largest market for cereal breakfast. However, due to eating habits, the consumption of these foods in China is limited, and there are still market opportunities in the traditional breakfast category.

The final opportunity becomes: who can occupy the standardized supply chain of breakfast through their own development or cooperation and integration.

In addition to "fast", there is also an important "health"

The most important breakfast food, such as "cereal breakfast", is corn, black rice, buckwheat, red dates, rice, wheat and oats, and then milk is added (cold food) or boiled for a while (hot food).

In China, the lack of diversity and malnutrition of local people's food intake is still a problem, and it is also a market opportunity: to upgrade cereal breakfast food to the second battlefield in the new breakfast battlefield.

The biggest motivation for cereal breakfast to come to China from Europe and America is that it can provide comprehensive nutrition quickly. Enterprises can take advantage of consumers' demand for nutrition and convenience to satisfy their deep-rooted breakfast preference for hot food. Relevant data also reflect that this demand is indeed increasing: under the background of increasing national health awareness, the market demand for cereal breakfast in China has increased from 654.38+065 million tons in 2065,438+07 to 236,000 tons in 2065,438+07.

There is no doubt that China is already the largest breakfast market in the world. For enterprises, the business environment of breakfast will become more and more favorable, but we should always be vigilant, take consumers as the core, constantly innovate and upgrade products, and optimize and polish the supply chain. Sometimes overtaking in lanes may be more effective and aggressive than overtaking in corners.

How to carry out category innovation for clothing brands.

In some areas, the off-season is from March of spring and summer to July and August of summer and autumn. In some areas, like Zhejiang, people take off their winter clothes and wear summer clothes. Spring clothes in March are almost always used for transition, while autumn clothes in July, August and September, even if they are new and fast, cannot escape the fate of being quietly displayed in the store.

This is not only related to the weather and temperature changes in the region, but also related to the consumption needs and habits of consumers. Relatively speaking, most consumers are still shopping based on the psychology of somatosensory and immediate needs, and generally do not buy them and hang them in the closet to taste new things.

The problem is, the clothes that are out of season can't be sold, so which category should we go to in March, July and August? What kind of goods can you sell to spend the off-season? This is a matter of opinion. Jump out of the category of clothing, can physical stores sell beauty cosmetics? Can I increase the beauty and nail service?

What is a lifestyle? Who is the lifestyle brand? At present, the business behavior that wants to meet the needs of different groups of people has dropped significantly. Businesses that have their own personality and only meet the needs of some people have been given opportunities for development. In other words, the positioning of brand customers is solved through the setting of consumption circle, and the consumption habits of post-80 s and post-90 s are divided, from horizontal segmentation to vertical segmentation, into vertical crowd positioning.

If you dare to do it, there must be many ways to achieve it as long as you find the consumer demand of the customer group when you are doing brand and terminal sales. For the retail industry, every practitioner is faced with the upgrading of consumption patterns and channels. For example, live broadcast in stores is not a question of whether to do it or not, but a question of how to do it well.

Of course, if the off-season is not light, we can't just stay on the slogan. Clothing brands need category innovation as a kind of thinking subversion, which can be considered from the following four aspects:

0 1) What is the core of consumers?

When we want to be a brand, what is the core that consumers consider? Everything we do in the store, from the perspective of consumer behavior, is the end of consumer behavior, that is, how to reach a deal quickly and effectively.

Now we should consider the pre-consumption in consumption behavior, that is, why do consumers go to this store? How did he know about this store? What problems can this store solve for consumers? This is a preliminary consideration for a consumer to choose a consumer brand.

02) Time factor of consumption

The first factor that consumers consider is time and time, that is, how long will it take me to get there? This is the first consideration for consumers.

For example, it takes about 20 minutes to eat at KFC and one and a half hours at Starbucks. The longer the consumer stays, the higher the consumer price, which means the greater the customer value.

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03) Elements of consumption value

Consumers will only repeatedly generate purchasing power for their blind spots, such as the emergence of taxi software such as Didi taxis. What is terrible about these tools is not the convenience of taking a taxi, but the improvement of our blind spot of taking a taxi.

The biggest achievement of brand building is the blind spot of brand consumption to consumers, that is, the blind spot of value.

04) Elements of consumption environment

What factors affect the consumer experience, and can a high-value environment enhance the customer experience? One store, one scene is popular now. In the past, when it comes to chain stores, "one side of a thousand stores" is a remarkable feature, which obviously helps consumers identify and recognize brands.

Now high-flow, high-transaction shops have such characteristics, and the things inside can form a landscape in every corner, which has a little taste. Shops have their own topics and have the attributes of network celebrities. Such shops are suitable for the Internet age. Don't worry about no customers entering the store, and don't worry about the brand (store) communication ability.