Major listed companies in the catering chain industry: At present, the listed companies in the domestic catering chain industry mainly include: Quanjude /112186; Xi 'an Diet /111721; International eclipse /13666.HK; Ajisen China /11538.HK; Little tail sheep /839818; Haidilao /16862; Baifu Catering /832151; Yum! /YUM.NYK; Imperial seal catering set /18311, etc.

the core data of this paper: the turnover of chain catering industry; KOL participation ratio; Proportion of content mention; Content interaction

1. The catering business is bleak under the impact of the epidemic

Affected by the COVID-19 epidemic, the national catering revenue in 2121 was 3.95 trillion yuan, down by 15.4% year-on-year. At the same time, a large number of catering stores closed down due to the epidemic. From the 1 th quarter of 2119 to the 1 th quarter of 2121, the total number of restaurants in China dropped from 9.156 million to 7.6 million, a decrease of nearly 21%.

2. Restaurant chains have strong ability to resist risks and break through adversity

Compared with chain catering enterprises, they generally have sufficient capital reserves, and have more ways to deal with the crisis, and they can return to normal or even rebound in a short time after the epidemic. Comparing the first quarter of 2121 with the first quarter of 2119, the format of chain restaurants only decreased by 6% in the same period, indicating that chain restaurants have strong anti-risk ability. According to the statistics of the National Bureau of Statistics, from 2111 to 2119, the turnover of China restaurant chain industry showed an upward trend. In 2121, the turnover increased from 223.45 billion yuan in 2119 to 319.511 billion yuan, up 38.51% year-on-year, which shows that chain restaurants have strong anti-risk ability.

3. Diversified marketing methods enhance interaction volume and popularity

-Diversified marketing methods enhance brand interaction volume

In terms of interaction volume, coffee and hot pot are far ahead in terms of interaction volume due to the large number of brands and strong content marketing, while tea brands lack hot content with high interaction volume

Note: The number of interactions mainly includes: likes+comments+forwarding

Other brands have promoted the volume of sound and interaction by recommending new products and offering preferential promotions.

The creators of high interactive content between Haidilao and Starbucks are mainly in the range of 1-5 million fans. Haidilao is mostly in the KOL category of food, and Haidilao cooperates with food bloggers to create content. By recreating scenes such as dipping recipe, birthday, intimate service, etc., it forms a sense of food attraction for users. Starbucks mainly focuses on funny KOL, and most of the popular contents of Starbucks are created by funny blogger Li Bulatte, who shares the daily life of the clerk through creative plots and integrates product information into the content.

——KOL content marketing expands public domain traffic and enhances popularity

The catering industry has a huge impact under the impact of the epidemic. However, the key to the success of chain catering industry in adversity is the digital transformation of chain catering enterprises, in which brand KOL content marketing greatly expands public domain traffic and realizes brand awareness and traffic upgrade.

in June, 2121, coffee, hot pot, and tea were popular daily eating styles among the TOP5 categories in the catering chain industry. Users were enthusiastic about taking photos and commenting, and the related content of the brand was of high order of magnitude.

note: the proportion of content mention refers to the proportion of a certain category in the relevant published content of restaurant chain brands in the statistical period; KOL's participation accounts for the proportion of KOL's publishing related content of a certain category in the KOL related content of restaurant chain brands.

for the above data, please refer to the analysis report of business model and development trend of China restaurant chain industry by prospective industry research institute.