One, first figure out the type of group meal customers
1, various types of corporate group meals
Companies are the form of organization of the enterprise, is for the operation of business and industry and the formation of a joint group. Companies are the mainstream market for business group meals. Objectively speaking, the higher requirements, more standardized, more molding? s is the company group meal, to business office building group meal.
2, various types of corporate group meals
Enterprises are entities engaged in production, exchange, consumption and other economic activities. Group meals of various types of enterprises (business) in the group meals in the composition of the market occupies an important position.
3, institutional group meals
Institutions refers to the lack of operating income, expenditure by the state funds, not for economic accounting of culture, education, health? The unit. Institutions of group meals is the group meal market can not be ignored in the field.
4, organization group meal
Organization refers to the unit or institution that handles things. The organization group meal is also the group meal market can not be ignored area.
5, all kinds of school group meals
All kinds of universities, all kinds of secondary schools, all kinds of elementary school group meals constitute the so-called "student nutrition". The school group meal market is the national policy of the market must do a good job, is a huge share of the group meal market, unlimited potential.
6, all kinds of hospital group meals
Hospitals are institutions or places where the sick and injured receive medical assistance. Hospital group meals include doctors, nurses, staff, handymen group meals, including patients' group meals, is to pay attention to nutritional therapeutics, special needs of the group meal market.
7, the troops logistics group meals
The troops are a special group. Today, with the reform of group meals for troops, the socialization process will be further accelerated. Of course, the troops group meals have different places with the general group meals, such as field works, military training meal supply and other issues, but also confidentiality and other issues.
8, various types of meetings group meals
Meeting is a collection of three or more deliberations, and follow a certain agenda held by the assembly. There are many types of meetings, such as fairs, exhibitions, conferences, sports meetings, job fairs, concerts? Conference meals are called conference group meals, that is, conference group meals, with uncertainty, large batch, uninterrupted? s characteristics.
9, all kinds of activities group meals
Activity refers to a certain purpose of action, including all kinds of competitions, all kinds of games, all kinds of evaluation? Activity meals are called activity group meals. Activity group meal has the characteristics of organization, prior, logical.
Two, to understand the prospects of the group meal market
1, the customer's requirements level, first of all, the group meal customers on the health standards, ingredients and services put forward higher requirements. At the same time, more companies are willing to choose food safety is guaranteed, traceable, well-known and reputable brand-name products as ingredients. Customers hope that the group meal enterprises to establish a perfect emergency measures, in the event of food safety problems group meal enterprises first time to solve the problem, to protect the immediate interests of group meal consumers.
2. Secondly, at present, China's group meal consumers are mainly concentrated in the first and second tier cities, with students and white-collar groups accounting for the highest proportion, and this kind of people's pursuit of healthy quality of group meal is obviously higher than the price, the amount of food and other factors, reflecting the upgrading demand of group meal consumers in terms of meal standard, health, consumption scenario and service.
3, again, from the perspective of the group meal enterprise, the group meal enterprise in the supply and demand side of the more variable competition pattern, which requires it in the supply chain, operation mode, service system to make more innovations, in the training and recruitment of talent to show more strength.
Third, the use of industry innovation to attract customers
1, the innovation of the operation mode, the continuous upgrading of group meal customer demand stimulates the group meal enterprises to step up the innovation of the mode of operation. 2016 from the decoration and layout of the group meal venues, the site of the way of service, to the payment and settlement of the group meal, the group meal is moving towards diversification, refinement, composite, and the gap with the socialized catering is getting smaller and smaller. Smaller, for the group meal users in the product, service, after-sales and other aspects of a better experience.
2, marketing model innovation, when all industries have entered a comprehensive Internet, new media era, group meals also need to follow the trend. In the face of the youth of the group meal user population, in line with the characteristics of these groups of marketing model in order to attract their attention. Therefore, the group meal industry is eliminating the traditional marketing model, gradually turning to all-channel, all-network communication. Group meal enterprises through WeChat subscription number, service number and microblogging and other channels, the output of corporate values, product information, to speed up the speed of feedback on consumer demand, increase online services also improve offline services, these practices make the old customers more viscous, but also gained the growth of new customers.
3, service model innovation, a number of emerging group dining companies are using digital expertise to make traditional employee meals and benefits management become more intelligent and automated. Group meal companies are also integrating a large number of high-quality socialized merchant resources, with rich supply chain resources, through the takeaway and in-store service mode, to provide a variety of employee meal services for corporate customers, and comprehensively enhance the dining experience of corporate employees.
4. In terms of business model innovation, the group dining industry has shifted from internal bidding and tendering to market-oriented operation, with more open and transparent competition. At the same time, the group meal industry from part of the charges to the service value-added model, from a single sale of group meals to obtain water commissions and other income to the expansion of service categories, providing dining solutions to the project charges, and constantly expanding the type of group meal products and coverage of the field.
Group meal development scale and corresponding customers
While the group meal market is large, but the regional development is unbalanced, mainly manifested in closely related to the degree of economic development and openness, municipalities, provincial capitals, southeastern cities, coastal cities, group meals developed, the central and western cities are relatively backward; group meal customers cover almost all the organizations and units, including industrial parks, enterprises and factories, state organs, Institutions, schools, hospitals, the military, etc., according to different customer consumption standards, China's group meals can be divided into high-end market, mid-range market, low-end market, each type of market comparison is as follows:
1, High-end: Consumption standards, the price of a single consumption of more than 15 yuan, the cost of 10 yuan, the consumer groups are mainly some of the benefits of the better business groups, institutions and administrative organs; customer demand preference Order of preference: food safety, food nutrition, consumption efficiency, consumption environment, emergency preparedness, supplier management and service experience and qualification, consumption price, the market is small, the market standardization is high, the threshold is also high;
2, mid-range: single consumption price of more than 12 yuan (cost of 8 yuan), the main customers, some multinational corporations, domestic enterprises, government agencies, institutions, etc., customer needs Order of preference: food safety, food nutrition, consumption efficiency, consumption price, consumption environment, emergency preparedness, supplier management and service experience and qualification; medium-sized market, high degree of market standardization, high threshold;
3. Low-end: single consumption of about 8 yuan (cost $6), the main customers: domestic small and medium-sized enterprises, some OEM-based Taiwan-funded, Korean-funded enterprises, domestic enterprises; Order of customer demand preferences: food safety, consumer prices, consumer efficiency, food nutrition, consumer environment, supplier management and service experience and qualification; medium market size, low market standardization, low threshold.