After experiencing the turmoil of Article 8 of the State Council and the pain of the market's own regulation, the catering industry ushered in more rapid growth in 2015, with the overall growth rate returning to double digits. Under the premise of the domestic economic downturn, the food and beverage industry as a fortress of the consumer industry has become the rock of economic growth. Palm Raiders reported nearly 100 catering companies this year, through these actual cases, we have come up with the following several phenomena and trends that may occur in the catering business in 2016 for the industry's reference.

(A) Xibei oat village: delicious strategy is the embodiment of the middle class spending power

Xibei chairman Jia Guolong recently proposed that the era of good people to do catering has come, on the one hand? The trend of the time makes the hero? The improvement and maturity of the entire catering supply chain system can support? Good food strategy? implementation, on the other hand? The other side is that the accumulation of resources will lead to the development of thin growth. The company has benefited from Xibei's many years of experience in the industry. Toss yourself? Accumulated research and development strength. If we look at the operational level, these are? Xibei? s specialty or unique characteristics,? The strategy of good food is not universal. But what really gave Song an epiphany was Jia's belief that the rise of the middle class will bring about a shift in consumerism: they are seeking a truly quality lifestyle, compared to a cheap and affordable one. The price-performance products of the middle class will be more expensive than those of the cheap ones. s cost-effective products, consumers entering the middle class standard of living are more receptive to the business logic of high quality and high price.

Palm Raider believes that the industrial structure change is behind the upgrade of the consumer structure, once polarized Chinese society with the crowd income level, as well as after 90, 00 began to enter the mainstream consumer market, the overall consumer behavior of Chinese consumers are experiencing changes. The opportunity left to the catering people is that the middle class consumption ability of the crowd is expanding, its consumption ability to improve and further requirements of the catering brand is the catering industry's new development dividend.

Palm Raiders in the recent interviews with a large number of catering enterprises, the vast majority of said catering enterprises have noticed the changes in consumer trends and consumer population today, which will inevitably guide the development and transformation of the catering industry throughout 2016.

(ii) Bannu maw hot pot: productism is both root-seeking and strategic

Bannu maw hot pot slogan is ? Service is not our specialty, tripe and mushroom soup is. This sentence actually reflects the core of productivism, but it is not easy to understand, because Haidilao's service Barnu basically also have, Barnu's maw may not always be better than Haidilao's, but why Barnu to emphasize? Productism? The founder of this Du Zhongbing has this interpretation: the product is the brand?1?, decoration, service, Internet and other popularization trends are behind the?0?, this?1? is fundamental, there is no this?1? behind more?0? are worthless. Only with this?1?, behind the ever-increasing?0? has value, the brand has vitality.

In the view of Mr. Song, Du Zhongbing's understanding of ? productism? interpretation, there are only two key words: ? The product is 1? and? brand vitality?

All catering brands are consumer perception, and the core of consumer perception is first of all the product, narrowly speaking is the specific output, broadly speaking is the dining experience, but in the final analysis, are products. And productism, is to ? The narrow sense of the product? As a base for deepening brand awareness and upgrading the management level of resource allocation, why is the focus on the product, rather than the dining experience? This in turn involves focusing on the product and rising to the purpose of the doctrine: so that the brand's purposeful consumption continues to grow, in order to maintain a longer brand life cycle.

Palm Tips believes that, for catering enterprises, whether product-oriented or user-oriented, its strategic choice is not right or wrong, can get customers to favor and realize the profitability of the brand is a good example, but the choice of the user-oriented will have to bear the cost of following the user to continue to iterate with the risk of its brand life cycle is generally shorter, can be said to be the leader of the wind for three or five years. While the brand focus on the product is only around the product iteration of the accumulation of brand awareness and precipitation, its brand life cycle is relatively long. Business competition is a long-distance running, in 2016, the boss strategy believe that there will be more and more excellent food and beverage brands choose to productism as a business strategy to deal with the fierce competition and drastic changes in the market.

(C) ninety-nine cents: fast food above, regular food is not yet full, characteristics of the simple food of the good times

Below 300 square meters of shopping centers small store, decorating personality, space fashion, area is small, but various types of table combinations are readily available to meet the needs of customers with different gatherings, at the same time the product structure is concise and rich, focusing on the health of the signature noodle + production of excellent specialties of the product mix, so that the Consumers can eat a good meal quickly or slowly and efficiently. This is the concept of simple food that Jiumaojiu has been setting up: it assumes the social needs of traditional formal food brands, and also meets the needs of consumers for fast food. Convenient and fruity.

The Chinese fast food sector has always been the most important in the entire Chinese food field. But fast food has also exposed a huge problem in recent years, first of all, most of the Chinese fast food branding is relatively weak, different brands of products together difficult to distinguish, and secondly, fast food more and more can not meet the people for the pursuit of a higher level of dining. It can be said that today's Chinese fast food sector is suffering from a bottleneck in growth due to weak branding and unclear positioning of the population.

But we also see that with the rise of China's middle class, a large number of simple food brands with stronger branding and more sophisticated products are beginning to emerge, and some of the giants are also planning to transform simple food or experimenting in the field of simple food. Compared with fast food, simple food is more demanding for the brand, more demanding for the environment, and the product also needs to be more delicate and healthy. Once to? Filling? The purpose of Chinese fast food can not meet the needs of consumers for value recognition, health and exquisite diet. Therefore, in 2016, the simple food field or the outbreak of new entrepreneurial opportunities.

(D) Grandma's: the vice play is a brand experiment to explore individuality niche catering

Wu Guoping, chairman of Grandma's, called the development of mass catering over the past 15 years as the primary stage, and is now entering the intermediate stage, which, in turn, is the transition from the non-standardized pan-clientele dependent on the manpower operation of the heavy catering model, to a single category of niche clientele to go to the manpower factor of the light catering The intermediate stage is to transform from a non-standardized pan-population heavy catering mode to a single-category niche group light catering mode with labor factor. Wu Guoping believes that mass catering can no longer position the mass of customers, but to serve a part of the mass group, to meet the needs of the niche of mass consumption; secondly, do not pursue the large-scale opening of stores, to ensure quality and efficiency; finally, Wu Guoping believes that a new generation of catering brands must work on productization and instrumentalization, to reduce the impact of the human factor, while increasing a variety of ways to play. Grandma's house deputy brand in the current rapid development of the stove fish, the recent main push of the steam year Qing and pot hall, are the results of brand experimentation under this idea.

Palm Raider believes that this is why in the past two years a large number of catering giants began to upgrade the whole through the transformation, do the form of side brands, the core purpose is to cater more to market demand and ? live? After a large number of experiments, more restaurant giants will gradually determine their own development direction and iterate more products and services to adapt to the current market development.

At the same time, when the catering industry into the pursuit of personality, quality and experience of the fast casual era, the entry of cross-border novices will be more and more, the industry's competitive situation will be more and more fierce, but the threshold of the product and brand will be more and more high, once the catering giants must not go to the scale and the pursuit of abandonment of the standardization of quality of the road, we must return to the essence of the food and drink to think about their own development strategy, that is, the taste and service itself to build the brand. Service itself to build the brand. And, among them, there will be a large number of pursuit of good ingredients, good products, good craftsmanship at the same time very good at playing the catering newcomers, 2016, they will be from the mainstream consumption of the marginal demand for brand innovation, and catering giants to carry out a guerrilla war to seize the customer's mind.

(E) Le Caesar's Pizza: category that is the brand, stronger and then bigger, to challenge the dominant position of the explosives

Le Caesar's can be said to be this year's most controversial and hot food and beverage brands, its relationship with Pizza Hut about? Whose durian pizza is the most authentic? The competition for category leader has been escalating, triggering debate and thinking about the category and brand play in the industry. At the same time, Le Caesar's series of brand innovation thinking and the new brand's rare mature business philosophy has also inspired the enthusiasm of catering people to learn.

In Mr. Song's view, there is a deep-seated potential demand and market opportunity behind the rise of Le Caesar. From the point of view of the number of businesses in the market, China's catering industry is indeed already a huge red sea, with basically at least three or more strong brands in each major category. However, if we look at it from the perspective of ? Category is brand? point of view, this ocean of red sea is not a pool of stagnant water, each sub-category has become a big blue ocean possibility. And the so-called? Category that brand? , is that those who have not formed a strong brand or once the decline of the strong brand categories. Le Caesar gives us three inspirations: First, do not homogenization, a category can produce a representative brand; Second, regardless of the Western Chinese food, product taste with a lot of space, do not limit themselves to the traditional taste with; Third, the brand's play innovation and the combination of special products, can produce a more efficient and more accurate brand communication.

Palm Raider believes that after 2016, the real competition for restaurant brands lies in the minds of consumers. To Le Caesar, for example, the brand focuses on durian pizza leader, is to focus on segmentation of a single category for cognitive differentiation; choose shopping centers, is to be more accurate and efficient to find the pursuit of individuality of the consumer groups; intensive opening of stores, is to accumulate the brand potential to seize the consumer's mind. 2016 after the catering industry will be spelled out how to improve the efficiency at the same time continue to innovate and upgrade the quality and experience, the customer will be transformed into a brand loyalty recognition for the Brand loyalty and recognition of a very high degree of? Fans?

(F) Huang Taiji: how the Internet + takeout subvert fast food?

In 2015, the industry's hottest and controversial catering O2O did not subvert the quality of strong social attributes of the dine-in catering, but in the field of fast food to meet the needs of fast food, the subversive effect of the Internet + mode innovation is step by step to transform the business model of the fast food industry, the dine-in is still important, but takeaway factory stores will be the future. The transformation and evolution of Huang Taiji in the field of takeaway is the trendsetter of this trend.

In the view of Palm Raiders, Huang Taiji's takeaway model, for the fast food industry, there are three main aspects of the direction of change: First, improve efficiency, the takeaway productization, through the layout of Huang Taiji factory store and the cooperation and integration with the supply chain vendors, will be purely out of the delivery of delivery into a new model with a full industrial chain and control system; second, reconstruction, the brand IP, when the entire product Supply chain, manufacturing, distribution and data services have a basic platform to provide, fast food companies can focus on research and development of products and operating brands; third is to expand, will be catering e-commerce, with the original words of He Chang is, takeaway is just the entrance, distribution is the asset. In addition to takeaway meals, the future of catering-related quasi-finished dishes, semi-finished ingredients, all kinds of fast food and even convenience store commodities not related to catering, as long as it is a high-frequency consumer goods, takeaway platforms can be sold and distributed.

Additionally, although the war between domestic and international takeout platforms has come to an end, the overall domestic and international takeout market will continue to grow at a high rate, and this endogenous demand will continue to drive the two important trends of shopless operation and the scaling up of takeout platforms. Food and beverage brands operating without stores will also begin to enter the standardization and normalization phase from disorderly and barbaric growth. This process will be accompanied by the further standardization of online takeout and the further regulation of the takeout market. 2016, the scope of operation of the takeout-centric no-store model will be expanded to more consumer scenarios, such as late-night snacks, afternoon tea, and other areas or dark horse brands will emerge.

(VII) Oriental Dumpling King: capital-supported iteration of the restaurant organization

The end of 2015, the Oriental Dumpling King to obtain the Rothschild family's investment fund of tens of millions of U.S. dollars in investment, an event that has attracted the attention of the catering industry, and the Oriental Dumpling King can get the favor of the international capital giants, on the one hand, is the capital market for the catering industry and the Chinese brand's potential for development and prospects. On the one hand, it is the capital market's recognition of the potential and prospect of the catering industry and Chinese food brands, and on the other hand, it is also the recognition of Oriental Dumpling King's brand upgrading results in the past 22 years which are oriented by consumer demand; but more importantly, it is the fact that in the relationship with the capital? ***But more importantly, in the process of capitalization In the process, Oriental Dumpling King is carrying out an organizational change and team upgrade with brand, product, operation, marketing and capital.

Palm Raider has previously put forward a point of view: the development of the catering industry so far, has not been purely catering business level of competition, but the full range of business competition, in this process, must require catering enterprises from catering professional to commercial professionalization to change. And the consequent triggering of the catering enterprises and capital level of the depth of grinding and capital-related service innovation, will probably be the catering industry in 2016 in addition to the operation of the most significant industry changes. In the past, investment in the catering industry has been in a lukewarm state. However, with the opening of the entrepreneurial market opportunity period, as well as the catering industry itself to transform the adjustment of the event increased, the catering industry capital services will also show a small upward trend, from which we also see that the catering industry incubators and other areas began to receive capital attention to help small and micro catering enterprises to capital services organizations began to increase.

At the same time, the catering industry financing channels are also becoming more, not only is the capital itself will be more into the field of catering investment, crowdfunding, microfinance and other new forms of capital will also take root in the catering field. Of course, the relevant model is still in the experimental stage, but this is enough to inject new momentum into the development of the catering industry.