The prospect, present situation and reasons for the sustained growth of China's catering industry

No matter which industry an investor invests in, he hopes that he will invest in an industry that is full of vitality and can develop continuously for a long time, so as to bring profits to him continuously, and the same is true for the catering industry. There are many successful catering operators, but there are more people who lose money in opening restaurants. This is indeed a current reality. The highest turnover rate of stores is restaurants, especially small and medium-sized restaurants.

1. Prospects of catering industry

China has always had the tradition that "food is the most important thing for the people". As a pillar industry in the tertiary industry in China, catering industry has been playing an important role in social development and people's lives. Especially in recent years, China's catering industry has shown a rapid growth momentum and become one of the "hot" industries. The catering industry shows a scene of rapid development and prosperity, which really makes many people who want to do business with their mouths open.

because of the industry prospect and interest-driven reasons, the number of operators entering this field will inevitably increase greatly, which will inevitably bring fierce and cruel competition. Compared with other industries, the catering industry does not need to invest a lot of money and spend a lot of time in changing varieties and business forms because of the diversification of catering methods. Therefore, it is easier to find a way out in the competition, and it will not be trapped in the quagmire of low-price competition.

the catering industry has the saying that "catering is king in all trades", and it has always been regarded as one of the most attractive industries. It has high profits and quick return of funds, and all it receives every day is cash. As for the source of goods, you can buy raw materials on credit and settle accounts regularly, which is better than other industries. If you open a specialty snack bar, the investment is not much, the store is not big, and there are not many employees. It can not only satisfy customers' tastes, but also is cheap and often very popular.

However, among the operators who want to open restaurants to get rich, perhaps many people may not have a full understanding of the industry they will enter before opening their own restaurants. We might as well take a look at the situation of catering industry from all over the world. It is understood that every 268 people in middle and high income countries have a restaurant on average, while in China, about 2,111 people have a restaurant. This figure shows that the catering market in China is far from saturated, with great potential, huge business opportunities are waiting for prospective operators to display their intelligence, and the sleeping golden mountain is waiting for them to explore.

Second, the status quo of the catering industry

There is a very popular saying in the business community, which is called "Discontent is business opportunity." Used in the catering industry, it means that you go to 11 restaurants respectively. If only 1 restaurants make you dissatisfied, you should stop doing the restaurant business, because the industry has developed very well and there is no chance for you. If you are dissatisfied with three companies, your chances of success will almost reach 51%; If you are dissatisfied with eight companies, this is the best time for you to enter this industry. If you are a master of management, you can almost succeed at 111%. As far as the current operating situation of the catering industry in China is concerned, the degree of dissatisfaction is self-evident, far from reaching the level of a mature industry. Therefore, the catering industry still has unlimited business opportunities.

Through diversified promotional activities to guide consumption, and actively explore new areas, business characteristics are more prominent, brand awareness is obviously enhanced, and China's catering industry shows a sustained and stable development momentum. At present, the catering industry has basically formed high, medium and low grades; Chinese food and western food go hand in hand, and the traditional flavor and modern trend are comparable to each other; Software and hardware * * * develop together. The growth rate of the catering industry is 9.8 percentage points higher than that of the wholesale and retail trade and 1.4.5 percentage points higher than that of the manufacturing industry. Its growth rate ranks first among all industries, and it has made positive contributions to economic development, social stability, market enrichment and meeting people's living needs.

third, the reasons for the sustained growth of the catering industry

China's catering industry has maintained double-digit growth, social investment has continued to increase, and the scale of the industry has continued to expand, showing a unique scene. The reasons mainly include the following aspects:

1. The accelerating pace of life

With the further development of reform and opening up and economy, people have more employment channels and more things to do after work. Whether in cities or villages, people have been busy and hurried. Work, study, play and make friends. In many cases, people's time is getting tighter and tighter.

With the improvement of labor value and appreciation of time value, more and more people don't want to waste their time on cooking, so eating in restaurants has become a demand.

2. Social functions are constantly expanding

In the past, whenever a new enterprise was built, it was necessary to build a canteen to solve the problem of staff eating. At present, most newly-built enterprises do not build canteens, and the breakfast and lunch problems of employees can only be solved by restaurants near the unit, which greatly strengthens the social functions of the catering industry. The socialization of working meals is also a good opportunity for the development of catering industry.

3. The continuous development of the relationship between the public and the public

With the continuous development and progress of society, the communication between people is also increasing, and people eat in restaurants for various needs. This also needs to accelerate the continuous development of the catering industry.

4. Increasing floating population

Since the reform and opening up, more and more people have gone out for sightseeing, and tourism has become a hot industry. The development of tourism has accelerated the continuous development of the catering industry. In addition, a large number of rural surplus population go to cities to work or do business, and most of them have to eat out. The increase of these floating population has expanded the market demand for the catering industry, which is an important opportunity for the development of the catering industry.

5. The increase of professional women

Today, many women have left home and have their own careers. To master the knowledge and skills required by the occupation, it is necessary to spend a lot of time studying. These professional women rarely have time to do housework, and the continuous improvement of living standards enables professional women to solve the problem of family members' meals by outsourcing food or eating out.

from this, we can draw the following conclusions: the catering industry is an industry with eternal charm and unlimited prospects, and investing in the catering industry is promising. Of course, having a market prospect and making money are two different things. It's like fishing in the sea, some people return home with full loads, while others capsize and fall into the water. The key is to know how to manage and operate, which is a necessary condition for operators. Establishing strict management system, establishing correct management ideas, having corresponding knowledge and having certain experience are the foothold for success.

Future development prospect of catering industry marketing

In recent years, China's catering industry has developed very rapidly. According to relevant statistics, the growth rate of catering industry is more than 11 percentage points higher than that of other industries. It can be said that China is welcoming a period of great development of the food and beverage industry, with huge market potential and very broad prospects. But on the other hand, catering demand is complex and changeable, and its consumption taste and psychology may change with the change of social environment. Catering enterprises must see clearly the development trend of the catering market and choose appropriate marketing methods according to their own conditions and environmental conditions, so as to be successful in the fierce market competition. The author thinks that the future development of catering marketing will mainly follow the following ten directions.

First, take the road of high-quality and efficient fast food

With the acceleration of urban life and the improvement of residents' income level, the demand for fast food in society is increasing day by day, and fast food restaurants with high quality, low price and high efficiency will be welcomed by the majority of residents. Mr. Qian Xuesen, a famous scientist in China, once suggested that fast food centers should be established in some big cities in China to meet the dietary needs of the masses with high efficiency and low cost of scale operation, accelerate the pace of socialization of housework and promote the economic development of our country. In fact, there are many restaurants and various catering enterprises all over China, which have obtained good economic benefits by operating fast food business. Please look at the following examples.

Jiaxing Wufangzhai challenges foreign fast food. Absorbing nutrition from the brand awareness, strict technology and management of foreign fast food, and getting rid of the traditional management mode of front store and back factory, a modern factory covering an area of 71 mu was built by self-financing in 1995, and the output of zongzi rose to 15 million that year. By June 8, 1996, the actual sales of zongzi were 15 million. In half a year, it completed the sales and profits of the previous year and began to export to Japan and other places.

There are more than 11,111 hot pot restaurants in Chongqing, and the competition is fierce. Among them, the fool hotpot restaurant is in a favorable position in the competition because of its low price and the advantages of scale operation. The three chain stores receive tens of thousands of customers every day. Although the profits from a single customer are meager, the total profits are still considerable through small profits but quick turnover.

Changzhou Wujin Hotel is a two-star hotel, aiming at the general public's pursuit of cheap and affordable when traveling, organizing fast food to be sold in the market. Last May, the fast food business reached more than 71,111 yuan, and for the first time, the monthly catering income exceeded one million yuan.

There have been enterprises specializing in the production of steamed buns in Nanjing, which use modern machinery and equipment for mass production, and there are 611 steamed buns in a cage, which greatly improves the production efficiency, provides inexpensive staple foods for the people and facilitates their lives. In addition, there are fast food companies that specialize in producing all kinds of fast food and have a certain scale.

The productivity of China's catering industry is still relatively low. It is necessary to develop fast food companies and engage in intensive management to improve the production efficiency of the catering industry and liberate many families from the complicated work of three meals a day.

The United States has a high production efficiency in catering food processing because it has a large number of large companies that attach importance to scale operation. For example, Tyson Food Company is the largest poultry meat processing factory in the world, which can process 26 million chickens every week! Its sales account for 81% of the total sales of fast food restaurants in the United States < P > Secondly, it emphasizes the mood and atmosphere of the marketing environment < P > Consumers in modern society often have many emotional elements when spending, and are easily influenced by the environmental atmosphere. In diet, they don't pay much attention to the taste of food, but they pay great attention to the environment and atmosphere when eating. The environment for eating is "scene-oriented" and "emotional", so as to better meet their perceptual needs. Therefore, quite a few restaurants have made great efforts to decorate the environment and create an atmosphere, trying to create a variety of unique and attractive emotional appeal. Or novel and chic, or warm and romantic, or quiet and elegant, or lively and exciting, or magnificent, or small and exquisite. Some show urban scenery, while others show off rural customs. There are sergeant styles, western styles, and even more Chinese and western styles. From the gourmet environment to the romantic names of shops and dishes, you can set off the eternal elegance and a warm feeling of harmony when you eat too much. The interior of the restaurant can also have some strange ideas. For example, tulips, red roses, etc. are used to replace the number of tables. The signboard at the door that is open and under preparation is cold and heartless. If it is changed to' our shop opens at 9: 11 a.m., please wait' and' close at 11: 11 p.m. today, see you at 9: 11 a.m. tomorrow, please forgive me', it will be more cordial. Therefore, fast food restaurants and some big hotels with good environmental atmosphere have been welcomed by people.

In recent years, many enterprises have appeared in various places, such as Avanti Restaurant, Daijia Restaurant, Miao Bamboo House, Aquatic Fishing Village, Ethnic Restaurant, Frontier Style Garden, Ethnic Song and Dance Food City and so on, which are mainly engaged in ethnic cuisine. For example, whenever a national holiday comes, Jianguo Hotel in Beijing hangs the national flag of this country in the restaurant and cooks the dishes of this country. And highlight the local customs of this country in decoration, which has received good results. Shanghai Jinjiang Hotel tries to highlight its own characteristics in the design of the restaurant, abandons the practice of following the trend by imitation, and determines the reconstruction plan of the Bashu banquet. In the environmental layout, we try our best to highlight the artistic conception of Bashu, and at the same time, the waiters dressed in Sichuan folk batik cheongsam greet us lightly, pointing out the customs of Bashu and the road to abundance for the guests. The restaurants such as Baojingkou, Caotang, Wolong Village, Dongpo Pavilion and Shancheng have their own characteristics, attracting many foreigners to eat. All these explain the importance of mood and atmosphere in catering marketing.

with the improvement of people's living standards, consumers have put forward higher and higher requirements for the catering industry, which not only requires full food and good quality, but also requires good psychological enjoyment.

Thirdly, people will pay more attention to ecological agriculture, green food and health care environment.

With people's increasing concern about environmental pollution, ecological balance and their own health, pollution-free and pollution-free green food and health care food have been welcomed by consumers. Many catering enterprises have adapted to this requirement and launched their own health care green recipes, increased health care facilities and created a health care environment.

In recent years, many people of insight at home and abroad have put forward a brand-new explanation for the concept of health. Many catering enterprises have launched a series of promotional measures accordingly. For example, promoting healthy recipes, introducing health information (such as providing magazines related to health and sports, or attaching health clubs and yoga classrooms, or showing foreign sports films, holding workshops on healthy recipes, etc.), providing health facilities (such as setting up massagers, fitness machines and oxygen supply), and providing a healthy environment (such as non-smoking restaurants, etc.), so as to adapt to the changes in people's concepts and their requirements.

In recent years, the health care function of medicated diet has been recognized by more and more people. There are more and more medicinal food restaurants. Vegetables and fruits rich in fiber, pollution-free and nutritious wild vegetables, account for an increasing proportion in restaurant dishes, while high-fat and high-protein foods, which used to be the main course and big dish of restaurants, retreat to a secondary position. Because according to scientific analysis, high-fiber food can reduce cholesterol, reduce cancer incidence and control blood sugar concentration; However, the wild vegetables that have never been valued by restaurants are safe and reliable because of their delicious taste, no pollution, and rich in trace elements such as carotene, ascorbic acid and riboflavin, which are beneficial to health, and have good medicinal value. According to the analysis, shepherd's purse in wild vegetables has the functions of harmonizing spleen, promoting diuresis, stopping bleeding and improving eyesight, Lycium barbarum has the functions of nourishing liver and kidney, benefiting essence and strengthening yang, Malantou has the functions of clearing away lung-heat, diminishing inflammation, stopping bleeding and cooling blood, and Chrysanthemum brain has the functions of dispersing wind and cooling heat, calming liver and improving eyesight. In Nanjing, wild vegetables have become an important part of the public's dining table, and restaurants have also adapted to the changes in consumer demand, and have launched a variety of carefully crafted wild vegetables and seasonal vegetables.

Fourth, pay attention to personalized, characteristic and visualized services

With the improvement of people's living standards, consumer demand will become increasingly personalized, which requires enterprises to pay attention to people's specific requirements, provide targeted services according to specific consumption scenarios, consumption time and consumers, and accordingly shape a corporate image that meets customer requirements. Such as lovers' restaurant, fans' restaurant, Xiaozhan restaurant and divorce restaurant. From the psychological point of view of modern consumers, many people not only consume the commodity itself, but also the reputation of the commodity and the image reflected by the commodity, because the image