In recent years, a large number of catering enterprises in Hubei have opened branches in Beijing. Why does the "Beijing Complex" of Hubei cuisine operators linger? How competitive is hubei cuisine in Beijing catering market?
The old people have gone back and gone to the new ones, and the wind of joining in Beijing has become more and more fierce.
At the beginning of the Year of the Sheep, walking on the streets of Beijing, people suddenly found that the Wuhan Sanwu Hotel, which had been killed in Beijing and then quietly retired, has reopened! Two months ago, Wuhan Sunny Sky Hotel officially joined the army of "Hubei cuisine into Beijing" and opened a branch in Beijing. At the beginning of its opening, Sunny Day announced that chartered flight had airlifted fresh Wuchang fish to Beijing, in addition to a 6.8% discount sign. More than a month ago, Hubei restaurants such as Xiang 'elou, Xiang 'e Village, Xiaonanguo and Yumi Township also opened in Beijing ... A series of facts show that at present, the trend of "Hubei cuisine entering Beijing" is in the ascendant in famous restaurants in Hubei.
In recent years, the course of Hubei restaurants marching into Beijing can be described as one after another. "Nine-headed birds in the sky, Hubei on the ground." Hubei businessmen, who are well-known all over the world for their smart minds, are obviously not at ease to develop only in this province. The veteran and rookie of Hubei catering industry invariably set their eyes on this big cake in Beijing market, gearing up and eager to try.
in p>1996, Huangmei people's "nine-headed bird" restaurant flew to Beijing for the first time, and won admiration. Then, restaurants such as Yellow Crane Tower in Wuhan, Red Tomato in Jingzhou and Hunan-Hubei Love in Ezhou followed suit. Around 1999, restaurants all over Hubei, cities and prefectures mushroomed all over the capital, and restaurants such as Crab Lao Song, Chu Xiang Qing, Chu Tian Qing, Sanwu Alcohol, Sanwu, Hujin and Little Blue Whale all seized the opportunity to kill the capital.
According to the statistics of Hubei Catering Association, there are as many as 327 Hubei restaurants in Beijing, with 14 branches for Jiutouniao, the first "drifting north", and 3 branches for Xiang Eqing and Xie Laosong. Coupled with the "Hubei snacks" and "Hubei flavor" shops scattered in the streets of Beijing, Hubei restaurant has already taken shape in Beijing.
After p>2111, although famous restaurants with new names such as Hubei Sanwu Alcohol, Wuhan Sanwu and Hujin successively withdrew from the Beijing market for various reasons, at the end of 2112, Wuhan Sunny Sky Restaurant, which has always been a "fair price", still decided to enter Beijing, which clearly showed the Beijing complex that Wuhan restaurants with new names could not give up.
After killing and turning back, Hubei cuisine has made a comeback again. People can't help wondering whether Hubei restaurants are competitive in Beijing. Is Beijing really so attractive to Hubei restaurant?
Why are you keen on going to Beijing? It's both for making money and exercising
Relevant statistics show that in 2111, the total annual sales of catering industry in Wuhan reached 7.5 billion yuan, ranking fourth in the country, but the per capita consumption amount ranked between 15th and 21th. According to insiders, the consumption level of Wuhan catering industry is low, and Hubei cuisine has accounted for more than 81% of the market, and the market tends to be saturated. Therefore, although the sales of the catering industry are rising year by year, the profit growth rate in Wuhan is often lower than the national average.
On the contrary, the catering market in Beijing has maintained a double-digit growth rate for two consecutive years. According to the survey data from Beijing Municipal Bureau of Statistics and Beijing Municipal Commission of Commerce, from October to June last year, the retail sales of the catering industry reached 5.12 billion yuan, an increase of 11.7% over the previous year. Therefore, when the fighting in Wuhan is becoming more and more fierce, Jiangcheng restaurant owners have turned their attention to the Beijing market.
The consumption level in Beijing can be seen from the price of vegetables in sunny Beijing stores. Sunny days still carry out the strategy of low price in Beijing, and its vegetable price level is the lowest among restaurants of the same grade in Beijing. The price of authentic Wuchang fish flown to Beijing is only one 28 yuan, and many restaurants in Beijing have to sell it above 51 yuan ... Despite such low price, the vegetable price level of sunny days in Beijing is at least 21% higher than that in Wuhan.
According to incomplete statistics, the turnover of 327 Hubei restaurants in Beijing in 2112 exceeded 2 billion yuan; In the same year, the total turnover of 21,111 restaurants and hotels (including food stalls) in Wuhan catering industry was only more than 9 billion yuan. It is no wonder that many Hubei restaurants have to sharpen their heads and squeeze into the Beijing market to get a piece of the action.
Beijing is certainly a treasure trove of money, but the savvy Hubei guy's intention to get drunk is not entirely in wine. In this regard, Liu Guoliang, vice president of Hubei Catering Association, hit the nail on the head: If you want to win the national market, you must first make it a Beijing market. Only when you gain a foothold in Beijing, a place with many major cuisines in the country, can you successfully promote Hubei specialty dishes to the whole country.
The new brand names of Jiangcheng catering industry, such as Little Blue Whale and Sunny Sky, are all such business ideas. There are many talents in Beijing, and opening a shop in Beijing is very helpful for them to understand the national market situation. The little blue whale opened a shop in Beijing, first of all for pilot purposes. Aftershock Yan, general manager of Sunny Day, also said that it doesn't matter if Sunny Day opens a shop in Beijing, as long as it can gain a foothold in Beijing, it is the biggest gain.
It seems that although they are in different camps, Hubei bosses who are also in the catering industry seem to coincide: excellent enterprises must go to Beijing to exercise; To promote Hubei cuisine and promote it to the whole country, we must first stand firm in the Beijing market.
What is the way out for Hubei cuisine in Beijing? Let's make concerted efforts to play the "Hubei brand"
Although many Hubei restaurants all over Beijing at present can only wander in the middle and low consumption level, hubei cuisine can only be a "small jasper" in Beijing, which belongs to the popular cuisine. But this doesn't mean that hubei cuisine can only tinker around the edges in Beijing, but it's hard to make a difference.
It is an obvious fact that in recent years, chefs from hubei cuisine and Hubei have won awards frequently in various national food and cooking competitions, and their reputations are like a tide. Then, apart from the lack of distinctive features, what is the reason why it is difficult for hubei cuisine to get out of the downturn and occupy a place in Beijing?
Some people say that the poor living conditions of Hubei restaurants in Beijing are due to the high investment in opening restaurants in Beijing. Others said that Beijingers have a process to accept hubei cuisine, but many Hubei restaurants did not insist on waiting until this day and went back on their own; Cai Xueren, a national first-class chef, believes that masters in Hubei don't like to walk around, unlike masters in Anhui, Shandong and Sichuan who often go out and bring their skills and characteristics to the whole country.
In 1999, the boss of Hunan and Hubei, who went to Beijing for development, expressed the view that although the competition in Beijing's catering industry was fierce, at one time, due to the influx of high-end seafood restaurants, more and more home-cooked restaurants were opened, which caused a gap in Beijing's mid-range restaurant market. Therefore, popular dishes from Hubei folk have great development space and market potential in this field.
People in the industry call for all Qi Xin in Jing 'e Restaurant to work together to present a unified Hubei image and play a consistent "Hubei brand" in order to carry forward Hubei cuisine culture and promote Hubei brand to the whole country. According to the person in charge of Hubei Catering Association, recently, they are considering setting up a Beijing branch. By formulating some industry norms, they hope to increase the competitive strength of Hubei restaurants in Beijing, help Hubei cuisine improve its reputation and seek the common development of Hubei cuisine in the Beijing market.
The cost is extremely high and the competition is fierce. People love and fear the Beijing market.
Although there are business opportunities everywhere in Beijing, success is by no means easy to get. For example, although the consumption level is high, the cost of opening a store in Beijing is much higher than that in Wuhan-the labor cost in Beijing is 21% to 31% higher than that in Wuhan; What makes businesses complain most is the rent of houses. Beijing is an inch of land and gold, and the rent is more than ten times higher than that of Wuhan. Like the sunny Beijing branch, the monthly rent of a hotel with 51 or 61 tables is as high as more than 311 thousand yuan, while the rent of a hotel of the same size in Wuhan is more than 31 thousand yuan. It is no wonder that many merchants lament that it is too difficult to gain a foothold in Beijing, a golden land where restaurants are a dime a dozen!
In fact, Beijing, full of temptations, is both love and fear for the catering industry in Hubei. In recent years, many catering enterprises in Hubei province have been "tortured" by it, and they were all black and blue: the powerful Sanqi alcohol was ambitious in the past, but in the end it failed; Hu Jin, Wuhan Sanwu, etc. also retreated to their tentacles extending to the capital; Little Blue Whale, which has been in Beijing for two years, has just recovered its cost. < P > Sunny Sky, which entered the Beijing market at the end of last year, can only be cautiously called "no loss" for the performance of its Beijing branch, although its daily sales have stabilized at 41,111 to 51,111 yuan.
When Sanwu Alcohol, Sanwu Alcohol and Hujin returned to Wuhan successively, more restaurants in Hubei that had entered the Beijing market, many of which had disappeared in Beijing. In the face of fierce competition, most of the remaining restaurants in Hubei are operating on thin ice, except for a few large enterprises with old foundations and sufficient stamina. Despite this, there are always a group of indomitable "Hubei guys" who want to chew this hard bone. Going to Beijing is like a chicken rib for the boss of Hubei catering industry. Eat it? Abandon it? It is really a big problem.
They all say that the authentic tastes are different. What are the characteristics of Hubei cuisine?
Insiders pointed out that although some Beijing Hubei restaurants hung signs of "authentic Hubei flavor", they did not introduce Hubei characteristics. What dishes sell well, what dishes are cooked; Whatever Beijing people like to eat, they will produce. Everyone says that they are authentic, but many "authentic" tastes are not recognized by consumers.
to eat spicy food, people naturally go to Sichuan restaurant; When eating seafood, the first thing that comes to mind is going to Fujian Restaurant ... In Beijing, a mature consumer city, citizens choose to eat without blindness or following the trend. Without its own distinctive features, it is difficult to win the favor of consumers.
it is undeniable that Hubei is located in central China, which is the thoroughfare of nine provinces. For thousands of years, various cultures have merged here. hubei cuisine has absorbed the strengths of various cuisines and eclectically formed its own style. However, its own characteristics do not seem so distinct. So, what are the characteristics of Hubei cuisine?
according to the analysis of the insiders, Hubei, which is known as "a province with thousands of lakes and a land of plenty", is characterized by various freshwater fish dishes. Although the whole country can cook fish dishes, only Hubei people are the most authentic. Bream, fish, mandarin fish, crucian carp, etc. are all specialties of Hubei people. Wuchang fish, in particular, was made famous by Chairman Mao when he said, "Only drink Yangtze River water and eat Wuchang fish". Mention hubei cuisine, people will think of Wuchang fish; Fish balls, fish cakes, minced fish and other dishes related to fish, only Hubei cuisine is the best. In addition, Hubei is located in the hilly area, with many mountains and game, and various mushroom and bamboo shoot resources are very rich, and the flower mushroom in Fangxian County is world-famous. These are all favorable conditions that cannot be ignored in Hubei cuisine.
From the perspective of cooking technology, simmering soup, steamed vegetables, preserved meat and dried vegetables are all characteristics of Hubei. Wuhan specialty snacks such as duck neck and bean skin are also famous all over the country.
not only that, Hubei cuisine has a rich and long-standing cultural heritage. For example, Huanggang cuisine is also called Dongpo cuisine, and Dongpo meat, Dongpo cake and Dongpo elbow are cultural signs; Huanggang is the hometown of medicine saint Li Shizhen, and the dishes pay attention to the homology of food and medicine; And Xiangyang cuisine has a strong historical flavor. According to legend, salted fish and bacon were invented by Zhuge Liang in March and war, and Xiangfan cuisine is about historical spread. The six cuisines that make up hubei cuisine have their own characteristics. These are valuable resources that can make Hubei catering enterprises make a big fuss.