After 2012, high-end consumption was suppressed, and market-oriented catering flourished. since 2018, high-end consumption began to recover.
In particular, the two competitions of Michelin and Black Pearl have had a huge and far-reaching impact on the entire catering industry, which has given the catering industry two avenues: one is the catering company pursuing market-oriented competition; the other is the "new artisan restaurant" pursuing Michelin and Black Pearl.
In the past, market-oriented catering companies have been fully developed. Whether learning from Haidilao, or learning from Barnu, or learning from Huawei and other outstanding companies, have promoted the standardization of the industry, de-chefing.
But with Michelin's entry into China, food and beverage companies have another opportunity to be crowned. At the same time, Michelin also provides a reference for the "value assessment" of catering enterprises.
After the award of Michelin restaurant, Sun Wing Kee has not only greatly increased its brand influence, but also gained more market opportunities, and has been invited by many commercial organizations to move in.
What's more, Michelin is also promoting the evolution of Chinese cuisine, allowing Chinese restaurants to get out of the ambiguous standard of "word of mouth". Michelin is said to refer to five dimensions:
1. ingredients;
2. chef skills;
3. stability of cooking standards;
4. cost-effective (value for money);
5. level of innovation;
Snacks from the big race track, continued to upgrade to the present day has become a wind mouth.
The formation of this wind mouth is the result of market factors stacked time and time again. One of the obvious elements from the catering market, is still operating costs continue to increase, another core factor from the external environment, is the emerging consumer spending power is continuously harvested.
China's 90/00 post accounted for about 24% of the total population, they have become the main force of consumption, they will dominate the next 5-10 years of China and even the global consumption pattern.
In the future, there will be younger groups to replace them, and the main consumer in the market will always be "young people", which is a law and a trend.
The consumer attitude of the post-90s consumers will determine the future direction of the catering industry, and the post-90s consumer concept is to "consume to please" and to please themselves, i.e., the pursuit of self-pleasing, but also the pursuit of cost-effective.
Therefore, the current snacks and drinks of the wind mouth, is the store to look good, a sense of design, a sense of fashion; brand with a sense of proximity to young people, energetic, and even express an attitude of life; cost-effective, good taste, good ingredients, good price.
At present, Changsha, Hunan, the catering is rising collectively, is a representative of this.
All the advantages, are not a rush of effort, but the result of accumulation of time.
Since 2012, the main trend in the restaurant industry has been the "corporatization process". Today, this process is still going on, and through the superimposition of advantages to form a new competitiveness.
Now, the catering industry through the superposition of the QR code, small program, fine management and other individual advantages, fused into a new management technology - digital.
In the future, this technology dividend will promote management, ushering in a "qualitative change". The most clear is two points: one is to spell experience, spell talent play more and more no space; two is the systematic competition will release a more powerful force.
This trend, or enterprise "hundred cities and ten thousand stores" scale development of the reality needs. With the sinking of the enterprise market, the expansion of the hundred cities and ten thousand stores, there is an obvious short board of the existing management, and digitalization will enhance the effectiveness of management, and promote the formation of the catering industry more "giant".
For example, Xijia De shrimp dumplings have hired professionals from Huawei to drive digitalization.
All advantages are the result of accumulation. And in management, there is never a single problem, it's all a chain of events. For most restaurant companies, continuous improvement has become the norm.
In this year's trend, "continuous improvement" is the least emphasized trend. Because it's long and routine, many people think it lacks the flair that a trend should have.
This is not the case.
The iron is still hard. From "fine management" to "continuous improvement", more and more catering companies have found ways to deal with the black swan and the ability.
The Matthew effect continues to intensify, what is the Matthew effect? The good are better, the bad are worse! The rich are richer, the poor are poorer!
Franchise chain, Zhengxin Chicken Fillet broke through 18,000 stores, Honey Snow Ice City broke through 10,000 stores; direct chain, Xijia De broke through 600 stores, Laoxiang Chicken broke through 800 stores, Countryside Key broke through 1,000 stores.
The epidemic has indeed shuffled the market, not only leaving market space, but also freeing up more opportunities. Not only is the head brand expanding, the strong brands in the second and third tier markets are all actively expanding this year.
The Matthew effect is followed by "flag action". This layout to grab points, the greater value is to establish consumer awareness.
Xijia De store expansion goal is to cover all the capital cities in the north; too two pickled fish, south of Kunming, north of Inner Mongolia, Northeast, the regional limitations of the barriers more and more light; Su Xiaoliu increased store opening efforts, inserted the flag of the Yangtze River Delta core city group, in the consumer to further establish their own category on behalf of the cognition.
Brand rejuvenation is a prominent trend.
In fact, rejuvenation is not just a change in space, but a series of actions.
Jiumaojiu, established 25 years ago, is boldly promoting brand rejuvenation. Taiji pickled fish to design as the entry store, and then launch a variety of theme stores, and consumer interaction, to inject vitality into the brand.
Taiji opened a pickle museum, in the museum to listen to the fermentation of pickles, do Chinese medicine museum, on-site consultation specializing in the treatment of "not two", to create a "sour base", the production of pickle ice cream; this year's fifth anniversary of the creation of the Taiji bath, claiming that the modern people scrubbing the soul, sour to do. The first time I've seen this, I've seen it in my life, and I've seen it in my life.
In September, Taiji Pickled Fish launched a fan store in Taiyuan, with iron fan Shen Yu as the honorary store manager; at the same time, the store also shows the occupation of the fans, and the fan store is also a stewardess-themed store.
Guan Yihong, the founder of Jiu Mao Jiu, revealed that the core secret of brand rejuvenation is six words: good-looking, delicious and fun.
In 2020, the catering new retail has formed the situation of "ten thousand horses running". After this, it is still a bloody battle for brand power. New retail business, is still a swamp, brand exposure, display position, etc., any link is not no threshold of the blue sea.
Compared to new retail, "redo" is a bigger trend.
Su Xiaoliu in the Yangtze River Delta triggered a boom in the "xiaolongbao" subcategory. South Bistro has followed suit, and with a few imitators, the category is booming.
Why has Su Xiaoliu become a category icon? It's a modern space, traditional artisans, quality ingredients, and modern management methods that have "redone" the category.
In fact, there is a huge opportunity here. Oriental white sold so many years of Chinese fast food did not see the effect, and now turn to sell buns, is a good direction, as long as to do "redo", there is a chance.
Therefore, for the catering industry, rather than turn to do new retail PK food factory, it is better to have a large category to redo again.
Concept stores, flagship stores have become a new trend in the restaurant business.
Because, simply upgrading the product does not bring a continuous, at-a-glance direct feeling. This kind of store that focuses on a strong experience can precisely deliver brand power and a sense of quality directly to consumers.
The underlying logic is that the new space makes up for the lack of experience in the previous "small and beautiful" model.
There are two phenomena in the catering industry that prove this trend is intensifying:
First, the new trend in the tea industry is to say goodbye to the small stores and turn to the big stores, so as to make a sense of experience. The young people's gathering point.
Secondly, high-end food and beverage is recovering, and large landscape stores are emerging.
Interestingly, this also coincides with the market trend. High-end catering with a guest price of more than 500 yuan, often can not book a place; guest price of less than 50, live very well.
The supply chain is like the arsenal of the restaurant industry, driving the accelerated development of restaurant brands.
Jia Guolong kung fu dishes, Jingdong cut into the catering industry, these are the scale of the supply chain to feed the supply chain after the supply chain redevelopment of the inevitable result. Catering enterprise head brand to supply chain advantages to achieve low price, high quality, market share, the formation of the Matthew effect.
The development of catering supply chain enterprises, such as Shuhai, Meituan fast donkey, and Meicai, has also solved the needs of many catering brands, enabling their scale to develop rapidly.
Affected by the epidemic, the supply chain from 2b, expanded to 2c, expanding the new retail business. During the epidemic, such as Xinliangji and other supply chain companies to force online, live with goods, expanding the brand influence.
The catering industry has seen a lot of new positions in the past two years. For example, chief product officer, chief experience officer, chief data officer and so on.
The emergence of these positions is a response to market changes. A little bit of eating where to make up for the meaning.
Nowadays, the most prominent in the catering industry is to spell designers. In the past, spelling products, now spelling aesthetics; in the past, spelling delicious, now spelling good-looking, fun.
This underlying logic is that the catering industry is ushering in a new round of iteration, that is, from the material pursuit to the upgrade of spiritual needs.
In the future, aesthetics is the new competitiveness.
But the direction of this aesthetics is not "retro", but "traditional elements re-design", the traditional beauty, with a new design, to show a "modern sense".
For example, Nanjing Dafang, Wenheyou, their direction is "retro", at best called characteristics, is definitely not the future trend.
In the future, the real trend is represented by Xicha and Nexue, the core is the beauty of modernity.
The epidemic has become a "catalyst" for the catering industry
- Strong brands, the more the battle, the more courageous, strong resistance and immunity to quickly restore production capacity, growth against the trend!
-- "Problem" brands, weak recovery, weak growth, accelerating the elimination of the market!
- "Problem" brands, weak recovery, weak growth, accelerated market elimination!