The core data of this paper: the turnover of chain catering industry; KOL participation ratio; Proportion of content mention; Content interaction quantity
1, under the impact of the epidemic, the business of the catering industry is bleak.
Affected by the COVID-19 epidemic, the national catering revenue in 2020 was 3.95 trillion yuan, down 15.4% year-on-year. At the same time, affected by the epidemic, a large number of restaurants closed down. From the quarter of 20 19 to the quarter of 200216,5438+09, the total number of restaurants in China decreased from 9.056 million to 760/kloc-0.00 million, a decrease of nearly 20%.
2. Restaurant chain enterprises have strong ability to resist risks and break through adversity.
Compared with chain catering enterprises, the general capital reserves are more abundant, and the methods to deal with the crisis are more diverse, and they can return to normal or even rebound in a short time after the epidemic. Compared with the first quarter of 20/kloc-0 and the first quarter of 20 1 9, 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 data of National Bureau of Statistics, the turnover of China restaurant chain industry showed an upward trend from 20 10 to 20 19. In 2020, the turnover increased from 223.45 billion yuan in 20 19 to 3095 10 billion yuan, a year-on-year increase of 3.85 1%. It can be seen that chain restaurants have a strong ability to resist risks.
3. Diversified marketing methods to enhance interactivity and popularity.
-Diversified marketing methods to enhance brand interaction.
In terms of interaction, coffee and hot pot are far ahead in terms of interaction due to the large number of brands and strong content marketing, while tea brands lack high interactive hot content.
Note: The number of interactions mainly includes: likes+comments+forwarding.
Among them, Haidilao and Starbucks have the highest content popularity. In June, 20021year, the content they mentioned accounted for more than 45% of the total content mentioned by TOP, and the sum of interactive TOP accounted for more than 56%. Other brands improve the volume 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 of100-5 million fans. Haidilao is mostly in the KOL category of food. Haidilao cooperates with food bloggers to create content and recreate scenes such as dipping recipes, birthdays and caring services. Thus creating a sense of food attraction for users. Starbucks mainly focuses on funny KOL, and most of the popular content of Starbucks is created by funny blogger Lee Blatter, 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 under the impact of the epidemic has had a huge impact. However, the key to the success of chain catering industry in adversity is the digital transformation of chain catering enterprises. In the digital transformation of marketing, brand KOL content marketing has greatly expanded public domain traffic, and achieved brand awareness and traffic upgrade.
In June, 20021year, coffee, hot pot and tea were the daily diet of the public in the TOP5 category of catering chain industry. Users are enthusiastic about taking photos and comments, and the brand-related content is of high order of magnitude.
Note: The proportion of content mentioned refers to the proportion of a certain category in the related publishing content of restaurant chain brands during the statistical period; KOL's participation accounts for the proportion of KOL-related content released by a certain category in KOL-related content of restaurant chain brands.
The above data refer to the Analysis Report on Business Model and Development Trend of China Restaurant Chain Industry by Prospective Industry Research Institute.