1. Analysis of the current situation and characteristics of industry development
1. The development of Chinese fast food has changed from perceptual knowledge to rational accumulation stage.
during the development of modern Chinese fast food from the late 1981s to the 1991s, most enterprises were brave in practice, not afraid of setbacks, overcame difficulties, made strenuous efforts, and also showed the characteristics of groping and impulsiveness in their development. Through the practice at this stage, the vast number of enterprises have accumulated experience, seen the shortcomings, and constantly summarized and reflected, which has made the development of Chinese fast food more solid since the new century, and the development characteristics of rational accumulation are more obvious: (1) The development ideas are more objective, paying more attention to the objective reality, and reducing the blindness and impulsiveness in development; (2) Capital investment tends to be more rational, enterprises stress practical results, investment pays attention to return, development pays attention to foundation, and expansion pays attention to survival; (3) The market connection is closer, and the enterprise positioning is closer to the market to meet the diversified needs of the market; (4) The distribution of store opening tends to be more regional, and most enterprises first base themselves on local and regional expansion, adopt the strategy of step by step and gradually advance, and achieve practical results; (5) Internal accumulation tends to be deeper, strengthening the construction of its own infrastructure and management support system, constantly accumulating internal skills, and pursuing and maintaining the sustainable development of enterprises; (6) The development of enterprises tends to be more stable, and the phenomenon of ups and downs and excessive speculation is obviously weakened, and it is important to be steady, steady and continuous.
2. The social and industrial status of fast food has been established and its role has become more prominent.
with the development of social economy and the continuous improvement of people's living standards, people's concept of catering consumption has gradually changed, eating out has become more regular and rational, selectivity has been enhanced, consumption quality requirements have been continuously improved, and brand quality, taste characteristics, hygiene and safety, nutrition and health, simplicity and convenience have been pursued. The social demand of fast food is expanding, and the characteristics of popularity and basic demand of market consumption are more fully manifested. The concepts of standardized operation, factory distribution, large-scale chain and scientific management of modern fast food have been widely accepted and recognized through the deepening process from discussion to practice, and have expanded from fast food industry to catering industry, which has become an important development goal and direction of catering modernization in China. As a new force in China's catering industry and a vanguard of modern catering, fast food has become an important representative force in the development of modern catering, which has played an increasingly prominent role in promoting and driving the whole industry and made positive contributions to the development of society and the industry.
3. The scale of industries and enterprises continued to expand, and the quality and level of development improved significantly.
According to the National Bureau of Statistics, in 2114, the catering industry in China achieved a turnover of 748.6 billion yuan, an increase of 21.6% over the previous year. There are more than 4 million catering outlets in China, with more than 21 million employees. The development speed of the industry continues to increase by a large margin, and its contribution rate to the national economy continues to increase. According to preliminary estimates, there are more than 1 million fast food chain outlets in China, and the annual turnover can reach 151 billion yuan, which will account for about 22% and 21% of the catering industry respectively. The scale of the fast food industry continues to expand. From the statistical survey of the top 111 enterprises in the catering industry, fast food enterprises account for one-third of the top 111 enterprises in the catering industry: in 2111, 12 fast food enterprises were shortlisted, accounting for 31.1% of the turnover; In 2113, there were 18 fast food enterprises in the top 111 catering enterprises, accounting for 33.29% of the turnover; In 2114, there were 21 fast food companies in the top 111 catering enterprises, accounting for about 33% of the turnover. With the increase of the number and scale of outlets in the fast food industry, the development strength and operation ability of brand enterprises are more optimistic, the construction of internal support system is strengthened, the development quality is improving day by day, and the overall level of development is constantly improving.
4. Western-style fast food chain enterprises are expanding rapidly, and the trend of integration of Chinese and western foods is increasing.
The international fast food brand enterprises represented by KFC and McDonald's are expanding rapidly in China, and their development speed is obviously accelerated. By the end of 2114, there were 1,211 chain stores in China KFC and more than 611 McDonald's, about 811 and 311 more than in 2111 respectively, with an average annual opening of 211 and 81 stores. The annual business scale exceeded RMB 11 billion and RMB 6 billion respectively, and the average annual turnover of a single store was over RMB 8 million, making it a leading enterprise in the fast food and catering industry in China, and its role and influence on the development of the industry continued to expand. From the characteristics of its development, it extends from the first and second class cities in China to the third and fourth class cities, and from the eastern cities to the western cities; The strategic layout, system construction and localization concept of enterprise development have been basically completed, and the idea of "based on China and integrated into life" has been established; The development and adjustment of varieties have been strengthened, the introduction of Chinese varieties and the nutritional connotation have been enhanced, and the trend of integration of Chinese and western cultures has become more obvious.
5. The field of fast food is constantly innovating, and the development space continues to expand.
judging from the development of China's fast food industry in recent years, the demand for fast food is diversified, the business space of fast food enterprises is expanding, the extension is expanding day by day, and the service field is broader: (1) fast food chain stores are developing continuously, the store style is richer, and the chain operation is progressing steadily. (2) Group catering has sprung up everywhere, and professional companies have continued to grow and become a new bright spot in the market. (3) Breakfast projects have been started everywhere, and a number of fast food chain enterprises have taken the lead and risen rapidly. (4) The development of food delivery and take-away is strong, the market demand is constantly increasing, and the prospects are broad. (5) The development of fast food processing has been accelerated, and it has been welcomed to actively explore family-oriented demand services. (6) The leisure and light meals of fast food have been strengthened, and the pioneering, innovative and extended operation of enterprises have been strengthened, which shows the vitality and vitality of the development of fast food industry in China.
6. The association between related industries has deepened, and industrial connections have gradually formed.
with the expansion of industry scale and the enhancement of enterprise strength, the industrialization process of fast food industry has taken a new step, which has laid a foundation for the development of fast food enterprises. Mainly manifested in the following aspects: the construction of raw material procurement, planting and breeding bases and catering and distribution centers of fast food enterprises has increased, and the ability to connect agricultural production, logistics circulation and factory production, processing and distribution has increased; Cooperation with related equipment development and production suppliers is more common, and the development of special technical equipment is further promoted; The combination of enterprises and educational institutions has started, and initial results have been achieved in entrusting and cultivating professionals in colleges and universities; The service capacity and strength of professional consulting and training institutions have been strengthened; Through capital operation as a link, enterprises began to implement mergers and acquisitions and resource integration; The theoretical research of fast food has been continuously improved, and new achievements have been made in book publishing; The establishment of industry organizations has created favorable conditions for the construction of industry service platforms.
Second, the main problems in development
1. Social investment has decreased, and the development of the industry needs to be warmed up.
after the hot investment development cycle in the 1991s, due to the influence of investment returns and corporate mistakes, the investment performance of social capital in the fast food industry tends to be cautious, and the confidence index of investment decreases. On the one hand, it shows that the industry has entered the stage of relatively rational and mature development, and at the same time, it also shows that investors' confidence is relatively insufficient, their rational understanding of developing fast food is not strong, and their return on investment is not well grasped. It is urgent to strengthen the practical ability and rational guidance of fast food development, enhance investment confidence, and heat up the development of the industry.
2. The deep-seated factors that restrict the development of the industry need to be solved urgently.
for many years, the development of enterprises has been in a state of self-exploration, self-operation, self-accumulation and self-improvement, with outstanding characteristics of low profit, heavy load, small support and difficult development. Enterprises are short of conditions in product standardization technology and equipment development, establishment of chain management system, training of professional talents, absorption of capital investment, theoretical guidance and information exchange, and there are deep-seated factors such as difficulties in technology development and equipment matching, management and talents, distribution channels and development funds, communication and cooperation, and weak industry platform and basic support, which have a great impact on enterprise development.
3. Development ideas, modes and approaches need to be further explored and broken through.
while the development goal and direction of fast food have been recognized, the market demand has been continuously enhanced, the development field has been further broadened, and a number of brand representative enterprises have emerged and grown, there are still running-in and unity between positioning and mode, market and goal, speed and efficiency, ideal and reality, and there are phenomena of similar modes and insufficient innovation in the development of enterprises. How to better solve the profit model and effective ways of successful development in enterprise development requires us to continue to practice and explore in depth in order to better meet the social needs and realize the steady and rapid development of enterprises.
4. The problem of theoretical lag is still outstanding.
there is still an obvious gap between the theoretical research and professional guidance of fast food, especially how to meet the practical theoretical guidance of industries and enterprises. The existing theoretical achievements of fast food are few, and the existing ones are not strong in guidance and practicality. More enterprises learn from the theoretical achievements of traditional dinner restaurants, which is different from the laws and characteristics of fast food development. At the same time, the actual experience of enterprises lacks summarization, refinement and theoretical promotion, and the introduction and reference of international advanced fast food information and professional achievements need to be strengthened.
5. the role of enterprise alliances and industry organizations is not fully played.
with the progress and development of the industry, more and more enterprises realize the positive role of cooperation and mutual benefit, joint interaction and * * * in cultivating the market, building an industry platform and * * * enjoying the benefits of scale, and the spontaneous demand is more urgent and intense. In reality, the problem of low degree of industry organization is still very prominent, and the phenomenon of enterprises fighting alone and being scattered and blocked is still common. Some * * * problems are solved by enterprises themselves, which is costly, difficult and long-term, and it is difficult to exert scale advantages and group effects. In terms of industry, some improvements have been made in combining industry strength, information exchange and communication, organizing training forums and strengthening internal and external ties. However, due to conditions, the development of deep-level organization and alliance is not enough, and the organizational role of the industry needs to be strengthened urgently.
iii. Experience and experience
After more than ten years' development, the fast food industry has never stopped to know, discuss and reflect on the development of modern fast food, and has been actively thinking and rationally summing up. Looking back on the development of fast food industry, some experiences gained are worthy of attention:
1. We should adhere to the market positioning and essential characteristics of modern fast food.
From the social demand, market positioning, service characteristics, development conditions and modes of fast food, fast food is different from dinner restaurants, and their consumption motives, market positioning and dining requirements are obviously different. The characteristics of dinner restaurants are mainly to satisfy people's sociality and improve consumption; Fast food is mainly to meet people's basic dining needs, and the purpose of dining more reflects the basic and forced consumption. The basic characteristics of modern fast food, such as fast manufacturing and selling, convenient eating, quality standard, simple service, balanced nutrition and low price, are more manifested in the basic necessity of society, the popularity of consumption, the simplicity and quickness of service and the low and good quality of operating price. Fast-food enterprises should adhere to the market orientation and their own characteristics of mass basic consumption in order to establish the market and demand value of fast food and give play to the advantages of large demand capacity and wide market space. Because it is difficult to survive by single store and few stores, and the business development is challenging, the development of fast food enterprises can survive and develop only by pursuing scale effect, and must pay attention to the embodiment of scale benefit and scale advantage, while avoiding scale risk and training strong management and control ability.
2. set up the goal of standardization, factory, scale and science of modern fast food.
in the face of market challenges, fast food enterprises must implement the development approach of chain operation if they want to exert scale benefits. Chain scale operation needs the guarantee of standardized operation, factory distribution, large-scale operation and scientific management. Realizing standardized operation is the direction, and the decisive and stable role of quality can not be ignored. Paying attention to the standard and stable control of varieties and management is the premise of enterprise expansion and scale, so as to maintain the brand and gain the recognition of consumers. Moderate standardization in the early stage of development reflects the gradual realization of standardization and can be established. Centralized procurement and factory distribution in chain operation are necessary choices for development, and centralized procurement and distribution of products are necessary conditions for reducing operating costs and ensuring stable development of operations, but we should invest according to our capabilities and stress practical results; According to the present situation and mode of enterprise development, we can adopt the way of establishing central kitchen and entrusting suppliers to process and distribute, so as to prevent the burden from being caused in the development of enterprises. At the same time, in the development and growth of enterprises, it is very important to play the role of industrial alliance, scientific management system and scientific and technological connotation, which is the guarantee to support and maintain the scale development of enterprises. The establishment of scientific management system is a long-term effort, a process of accumulation, and a process of practice, reference and creation.
3. Market-oriented, constantly pioneering and innovating.
the market is the main orientation and premise of enterprise development, and conducting market demand survey and accurate market positioning are the necessary prerequisites for enterprises to stand on the market and survive and develop. The trend of individualization, rationalization and segmentation of market consumption is becoming more and more prominent. Enterprises should be market-oriented, accept the test of the market, and maintain their own characteristics, differences, identity and expansibility in the market in order to be recognized and accepted by the market. With the constant changes in consumption characteristics and dining forms, the connotation and extension of fast food have been continuously expanded, and the business fields and industry forms have become increasingly rich. Enterprises should pay attention to innovation, forge ahead, keep up with the market and guide the market. Innovation should be the eternal pursuit and concept of enterprises. Pioneering and innovation need creative development and exploration. Practice has proved that on the basis of adhering to the essential characteristics of fast food, we should pay attention to pioneering and innovation in combination with our own conditions and market characteristics. The ideas, ways and modes of fast food can neither be copied from dinner restaurants nor simply imitated and completely imitated from other enterprises, otherwise we will lose ourselves and lose the value role and market ability of fast food and enterprises.
4. Chain expansion should be based on its own conditions and strength to achieve a win-win situation.
the expansion and development of chain scale is a gradual process and a long-term undertaking, and the development speed of enterprises should be determined according to their own strength and conditions. Scale expansion should be based on the establishment of a strict and high-level chain management support system, with the development path of multi-party alliance and industrialization as the way, with the guarantee of constantly enriching the connotation of brand culture, promoting brand strategy and talent strategy, and improving the core competitiveness and brand control of enterprises. Chain operation, especially franchise operation, must safeguard the interests of franchisees and franchisees to achieve a win-win effect; Pay attention to the establishment of credibility, the improvement of scientific management system and service ability, and the legal issues of contracts, so as to ensure that enterprises can achieve sustainable development only by being superior and strong before they become bigger, to ensure the expansion of brand cultural value and the scale effect, and to promote the healthy and standardized development of chain operations.
5. Franchise chain should develop with direct chain and give priority to regional promotion.
Franchise chain operation is more challenging and risky, and it is difficult to guarantee the stability and long-term of the enterprise because of attacking from all sides and simple authorization in development. Franchise chain can be done, but it needs the model demonstration function of direct chain. Direct chain and franchise chain should be strategic partners. In the development of enterprises from one region to another and the national market, it is necessary to promote the combination and regional expansion, the single and simple franchise expansion model and blindly.