"There are eggs in the nest". Needless to say, the impact of the epidemic on all walks of life in society, no industry can be spared. But everything has two sides, and the epidemic will not only "force" enterprises to produce greater vitality, but also promote the "evolution" of industries and enterprises. After all, the result of standing still can only be a dead end.

"Opportunities often appear in difficult forms! The epidemic will eventually pass, and we still have a lot to face. Instead of worrying about the present, it is better to think about the future. How to face the end of the epidemic is far more important than worrying about the present. It is just that we can have a good rest during this time. Let's use our brains together, sort out our work, adjust our mentality and face the future together! "

-the pioneer of catering

Who will be the future of the second half of the "anti-epidemic" battle of catering enterprises

the road of survival by tricks

? Undoubtedly, enterprises that are unaware of the changes in consumption and competitive situation after the epidemic will definitely run away after the "forced" epidemic.

After the baptism of this epidemic, consumers, especially catering consumers, will have a deeper understanding of life, health and the value of life, and a brand-new, healthier and more tasteful lifestyle will be born.

Based on this inference, catering enterprises need to make systematic reconstruction from products to brands in order to achieve "full recovery" after the epidemic.

Under the epidemic situation, the restaurant enterprises are struggling to survive, and the changes are anytime and anywhere. The in-house food is basically closed in all directions. As for take-out, behind the short-term "prosperity", many brands have pressed a new start button: new retail-online and offline sales of ingredients, semi-finished products and food retailing.

many stores in wangshunge, Beijing have launched "fresh vegetables" reservation products on the take-away platform, and consumers can directly place orders to buy fresh vegetables in wangshunge through the take-away platform;

Xiao Diao Li Tang also uses the same method. Besides fresh vegetables, it also sells pre-processed products such as minced garlic and onion.

Yanzhanlou Anzhen Store has also started to sell all kinds of fresh vegetables prepared for the Spring Festival at a low price in the store for nearby residents to purchase;

Tanggong Seafood Restaurant began to sell all kinds of seafood products at a low price, which can be delivered home.

Many time-honored catering brands under Beijing Huatian started to promote the home delivery of New Year's Eve dinner from the beginning of the epidemic.

There are still many restaurant companies that focus on the live broadcast room.

On the eve of the Lantern Festival, Dongpo, Meizhou turned the R&D kitchen into a Taobao live broadcast room. The chef turned into an anchor and interacted with netizens while making dumplings.

The theme of the live broadcast is "Who is not a gourmet after staying at home for so long"?

not only that, live broadcast brings traffic, and traffic brings revenue-"selling" semi-finished ingredients. Below the live broadcast, there are five food links, namely, Sichuan sausage in Meizhou Dongpo, braised pork in private houses in Meizhou Dongpo fast food semi-finished dishes, and luncheon meat, sausage and bacon.

The restaurant sells semi-finished products or ingredients through online live broadcast, and netizens can directly take photos from Tmall and simply make delicious food at home.

3 restaurants, such as Kungfu, Xiabu Xiabu and so on, tried to broadcast live water. The major restaurants are ready to move, transforming the kitchen into a live broadcast room, and the chefs have become the anchor to teach and cook.

In addition to the Dongpo of Meizhou, more than 3 enterprises, such as Burger King, Papa Johns, Kungfu, Xiabu Xiabu, Yoshinoya and Hongzhuangyuan, are also trying to transform their kitchens into live broadcast rooms.

"The most direct reason is to respond to the call of the country to keep the people indoors and have fewer parties. We took the chef to the R&D kitchen and taught everyone to learn how to cook at home, hoping to make use of Taobao live broadcast and give customers and Meizhou Dongpo a new channel that can interact more." Du Junhui, director of Meizhou Dongbo E-commerce Department, said.

However, under this epidemic, the traffic such as live video has soared, and catering has also sized up the situation and seized the opportunity to tap the traffic dividend.

on February 11th, Taobao Live announced that it would open its doors to catering businesses nationwide for free and provide traffic support. Zero threshold, free to settle in. Before the merchants settled in, Taobao Live also provided free one-to-one service for catering owners and employees to ensure that they mastered the live broadcast skills as soon as possible and helped the catering people to return to work online.

a bright future will emerge

who can be reborn under the crisis?

after 21, the catering industry entered the "golden decade". A group of catering industry data shows that it took nearly 28 years for the revenue of catering industry in China to exceed 1 trillion yuan; It took five years from 1 trillion yuan to 211 when the catering sales revenue broke 2 trillion yuan. It took four years from 2 trillion yuan to 215 when the retail sales exceeded 3 trillion yuan. It takes only three years to achieve from 3 trillion yuan to 4 trillion yuan.

The number of stores increased from 1 million to over 1 million by the end of 219, a tenfold increase. The revenue has increased by as much as 7 times, which is behind the unique "discerning" enterprises to seize the changes in consumer demand. Only based on "demand" is the foundation for the development of catering enterprises. There is no doubt that this "COVID-19" will have a great change for catering consumers.

First, catering products attach importance to health and safety; First, cost-effective catering has become a necessity of life. This requires enterprises to start with products and brands in order to achieve "rebirth" after the baptism of the epidemic.

which type of subdivision in catering will be the biggest impact this year?

According to a set of statistics in 217, "Japanese cuisine" turned out to be the second fastest-growing food category in the US Mission, almost comparable to Sichuan cuisine. Under the epidemic in 22, the data of online platform shows that Japanese materials are the category with the highest rate of closure.

then why is this? The answer should be found from two aspects. First, the "aggressive malice" that the outside world can't stop-the plague, survival is the biggest. Second, consumers reconsider their needs and go out to eat "for what".

In Shanghai in 23, this news: SARS came, and hundreds of online celebrity stores disappeared overnight. From this perspective, under the crisis, the "explosion shop" that emphasizes marketing and ignores products is the first to go out. It can be seen that in the commercial society, the "nouveau riche" who does not pay attention to the foundation will not last long. After all, if you want to take the lead steadily, you need not only courage and talent, but also thickness and wisdom, so that you can grasp the lifeblood of operation in adversity, be far-sighted, change with the times, and base yourself on the jungle.

how will "eating" develop in the future? Change is certain, but the same is absolute. "eat drink man woman" also talks about eating first. Therefore, pessimism is irreversible, but hope for eternal life.

in terms of production, the development of dishes must be healthy. The "belly-wrapped" nature of products will be greatly reduced, and people will be willing to spend money to meet their needs that cannot be met at home, such as socialization, such as experience, and "personalization and diversification" will be put on the agenda.

The winning enterprise after the epidemic must correctly grasp the consumption changes during the epidemic period, and the marketing thinking has successfully changed from "studying how to sell" to answering "why buy".

With the iteration of consumption, most direct chain restaurant groups began to take the high-end route, pursuing high customer unit price in stores, and paying high costs in labor and decoration.

in a sense, consumers' choice of catering brands in the epidemic has answered the question in the industry: when building catering brands, do they tend to be "ingenious", original and manual, so as to increase the added value and intercept the bonus of consumption upgrading? Or do you prefer modular, standard and simple SKU to satisfy most people's preferences?

Now the national conditions have answered this question: the standard of regression. Gain the trust of consumers.

With the ebb tide of the epidemic, there will be "retaliatory growth" in some consumption areas-this is a lesson for 23. In the catering industry in 22, perhaps the same is true.

For the long-term development of an industry, a "catastrophic" shock is also a reshuffle, which will screen out excellent enterprises.

from 21 to 219, the development of catering industry has changed people's lives, and countless refreshing trends and trends have been developed. In 22, a new decade is coming. No matter what the future holds, it will be a test.

"Brothers who do catering, if you don't play cards, you will win. “