1.1 Main Concentration Areas and Business Status of Chengdu's Large Catering Outlets
After more than a decade of development and competition, Chengdu's catering has formed several major ports and food streets of their own distinctive characteristics. The most famous of them are Sichuan Classic
Gourmet Street (West Extension of Yangshi Street), Rustic Hot Pot Gourmet Street (Funan New District), Poetry Sage Cultural Gourmet Street (Cao Tang Catering and Entertainment Circle), Eco-Leisure Gourmet Street (South Extension of Renmin Road) and Ba Shu Traditional Gourmet Street (Wuhouci Street). Meanwhile, Chengdu's middle and high-end catering industry is arranged in a fan shape from west to east: Shaxi Line (Shawan Road West Extension), Yangxi Line Food Street and Funan New District Hot Pot Street, Cao Tang Catering and Entertainment Circle (including Qintai Road, Jinli Road West, Fangxin Road, and Qinghua Road), Wuhouci Avenue, Shuangnan Gourmet Area, Yulin - Chinese Garden Gourmet Area, Kehua Road - Consulate Road Gourmet Street, People's Republic of China Gourmet Street, Renminbi Avenue, Shisheng Cultural Gourmet Street (Renmin Road South Extension), Ecological Leisure Gourmet Street (Renmin Road South), and Ba Shu Traditional Gourmet Avenue (Wuhouci Avenue). Consulate Road Gourmet Street, South Renmin Road South Extension Casual Dining Street, Wangping Street Gourmet Area, etc. (see chart)
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Popular Food - Shaxi Line
The rise of this food street is due to two factors: the rise of the Chengdu Convention and Exhibition Economy and the development of the Jiaoda residential area. Convention and Exhibition Center is a comprehensive dining casino, which has both restaurants and teahouse bars and swimming pools and other facilities, positioned in the business and official consumption, its price in the upper; from the Convention and Exhibition Center out of the Second Ring Road to the Jiaoda Road, the new mountain city root incense Jiaoda store, good rhyme Sichuan cuisine, red moon residence, Blue Harbor, Zheng Lian pot and other restaurants are the mass consumption of Sichuan cuisine restaurants. This line has a daily full of sunset red old restaurant, its big mom braised pork, big mom with fish and other big mom series of dishes dumped eight diners; hometown edge of the Sichuan restaurant courtyard courtyard, small bridges and rivers, and that the strong Sichuan flavor of the Hohhuan Shiitake Mushroom Buns, crispy steamed pork, river chub series of dishes; Shunxing old teahouse kung fu tea, snacks, face, spit fire, rolling lights, will be the Sichuan cuisine, Sichuan wine, Sichuan Tea, Sichuan opera of the elegance of the taste of the experience together.
Classic food - Yangxi line
Yangxi line food street has long been known throughout the country, carrying most of the splendor of Chengdu catering, brand-name catering, high school and low-end a variety of Chinese food and hot pot, which also drove the rise of hot pot street next to the Funnan New District. There are a number of nationally renowned restaurant brands on the Yangxi Line: Gingko, Shunfeng Fatty Cow, Nantai Yue, Chongqing Vegetable Roots, Fu Wanjia, Rongxingyuan, Happy Old Family, Red Apricot, Da Ronghe, Tao Ranjiu, Baguyuan, and Maojia Restaurant, etc. Gingko is one of the most famous Sichuan cuisine Chinese restaurants. Ginkgo is the top brand of Sichuan cuisine Chinese food, standing proudly in the tide in the past ten years, Yangxi Store is a high-grade Chaozhou cuisine restaurant; Shunfeng Fatty Beef, Little Sheep and Mao's Family Restaurant is a typical example of the prosperity of foreign brands after Sichuanization, Red Apricot Restaurant is a typical example of the traditional Sichuan cuisine that is done to perfection and lined up every day for a seat, and Da Ronghe is an example of the fusion of Sichuan and Hunan cuisine; Tao Ranjiu is a typical example of the success of the Sichuan brand of Chongqing in Chengdu; Nantai Yue is the oldest and most famous restaurant on the West Extension Line, which is located at the center of Chongqing. Nantai Yue is one of the oldest brand restaurants on the West Extension Line, with its famous Chinese dishes such as Nantai Yue's secret bone and its 3.8 yuan late-night snacks all having unique characteristics.
Hot pot food - Funnan New District
Next to the sheep west line of the Funnan New District in two years the rise of a brand-new special hot pot street, there are nearly 20 large and small hot pots in the business here, the food saint yellow hot ding hot pot, Zeng Shiji loach king flavor Zhuang's clay loach hot pot, Zhao Laosi nine-foot goose intestines hot pot, Ba Ba Feast life! In addition to the branded hot pots such as Keji Earth Duck Intestine Hot Pot, Abalone Sacred Soup Hot Pot, Kaiyuan and Fresh Hot Pot, there are also Bamboo Shoots Chicken Hot Pot, Lianhuan Pot, Poon Poon Shrimp, Mountain Treasures Hot Pot, and American Frogs Hot Pot.
Cultural Cuisine--Cao Tang Dining and Entertainment Circle
The Cao Tang Cultural Dining and Entertainment Circle includes Qintai Road, West Jinli Road, Fangxin Road, Qinghua Road, and East Qingjiang Road, which are close to Dufu Cao Tang, Qingyanggong Palace, the Culture Park, and Baihuatan Park, and also has the Sendixianqiao Art City, which is the culinary circle with the most cultural heritage in the city of Chengdu. It is the culinary circle with the deepest cultural heritage in Rongcheng. After investing 30 million yuan in the construction of the Qintai Imperial Path, the Han style and Han rhythm are evident everywhere, and the restaurants on both sides of the road have become more prosperous. Xinzi Yunting Restaurant, Lion House Hot Pot and Huangcheng Ma Ma are among the top ten restaurants in Chengdu, Wenjun Restaurant and Piaoxue Restaurant have their own specialties, and Qintai Beijing Roast Duck and Vihe Tu Chub Fish House have unique flavors. There are more than ten theme bars with different styles on Fangyuan Road, which is an emerging bar street in Hibiscus City; on Qinghua Road, there are Tan Fish Head, Old Chengdu Public House Cuisine, Chen Mapo Tofu, Jinmantang and other restaurants; on Qingjiang East Road, there are Bian's Vegetable Roots Fragrance, Chongqing Dezhuang Hot Pot, Chongqing Kongliang Eel Hot Pot, Jiangbei Old Stove, Dazhaimen Annual Hot Pot, Golden Basin Restaurant, Chongqing Poon Poon Shrimp, and so on.
Traditional food--Wuhouci Avenue
Wuhou Avenue concentrates a large number of specialty restaurants such as New Shancheng Caiganxiang, Shixianghu Restaurant, Qinshanshai, Wufuyuan, and Datangren Hot Pot. Among them, Stone Elephant Lake Restaurant is the first in the province to raise the banner of ecological catering catering enterprises; Qin Shanzhai to operate tonic medicinal cuisine; Datang people hot pot to strange rabbit head famous. Outer Shuangnan confidence Yidu also gathered a large number of catering enterprises, David Camp Blue Coast, the new Wangfu restaurant, Goryeo Xuan Korean barbecue and so on.
Concentrated Cuisine - U.S. Consulate Food Zone
Consulate Road is the place with the highest density of restaurants in Chengdu, where there are Wei Hot Pot, Happy Old Family, Yulong Hot Pot, Zhao Laoshi Nine-Foot Goose Intestine Hot Pot, Heji Abalone Hot Pot and other flavorful hot pots, there are Haihaihai, Haihuang, Tianren Seafood and Cantonese restaurants, and there are Hangtang Cuisine operated by the New Bund Hotel, Thai Shark's Fin Restaurant which sells Southeast Asian dishes, and Sichuan restaurants such as Sunshine Restaurant, Prosperous Residence, Nature River Fish Restaurant and Mao's Old Duck Soup.
Leisure Food - South Extension
South People's Road, the Sino-Japanese joint venture Shu Feng Hundred Vegetables Hundred Flavors Restaurant Shu Feng Bao Wang Banquet is China's most famous feast, the selection from Japan's Hokkaido up to 10 kilograms of the cod field crab as the main ingredient, a table of 100,000, must be booked in advance; Ba Guobuyi has been the first shot in the defense of Sichuan cuisine, and honored as the first brand of Sichuan cuisine, the first time in the war. The restaurant has been honored as the first brand of Sichuan cuisine, and its culture in the store and brand packaging techniques have revived Sichuan cuisine from the dead. South extension line, nearly thirty special hot pot in the rapid emergence of this place, and more is to take the garden ecological catering road, typical of the Nantian Shuixiang, food St. Ecological Park and Dragon Eagle Duck King Hot Pot City, etc., the Nantian Shuixiang covers an area of 200 acres, by the Chinese master chef Wang development of innovative "Shuixiang dishes" is a new series of dishes, it is said to be all ecological dishes, the entire restaurant roof is permeable, and the entire restaurant roof is permeable. The whole roof of the restaurant is full of translucent glass, and fish and shrimp are cultured on the roof, just like dining in the underwater world; the food saint ecological garden covering an area of more than 200 acres, its wild yellow hot ding and beautiful frog hot pot is a double Chinese famous hot pot, ecological teahouse is also a scenic view of the South Extension Line; Longyin Duck King Hot Pot City is the country's first front store behind the factory of raw gouge goose intestines hot pot, won the "China Hot Pot Famous Banquet "
Mid-range food--Wangping Gourmet Area
Wangping Gourmet Area is one of the earlier gourmet areas in Chengdu, where there are large-scale food and beverage establishments such as Piaoxiang Restaurant, Jinguanyi Restaurant, Renhe Catfish Farm, and more small and medium-sized restaurants. Signature dishes at Jin Guan Yi include Hunan-style fish head with sauce and pepper, Shanghai-style rice cake with hairy crab and Cantonese Jin Guan king snake. Beidu Fish Farm's Bao Gong fish head is served three times a fish, and the snacks are also quite distinctive.
1.2 Characteristics of Chengdu's mid- to high-end catering market
Specialty restaurants and fast food are bursting into development as two wings of modern catering. From the top 20 catering enterprises in Chengdu business format, 15 specialty restaurant companies; fast food companies have 3. Although there are only three fast food, but which KFC and McDonald's but occupy the top two of Chengdu's top 20 food and beverage, in terms of business performance brand fast food to be better.
Chengdu's mid-to-high-end restaurant market is close to a "fully competitive" market structure, where competitors can only be the recipients of market prices. In recent years, the catering industry's investment structure, market structure, enterprise structure has undergone obvious changes. First of all, the investment structure is diversified, and all kinds of social investment have become the main force for the development of the catering industry. Today's catering industry is still the situation of various vassals occupying one side. Chengdu catering enterprise turnover of the top 20 only accounted for a small part of the industry, the market structure is close to the "fully competitive" market structure. Hotel catering, specialty restaurants, brand fast food and other forms of rapid growth in accordance with their respective market positioning, mass catering consumption shows a strong momentum of development, medium and high-end catering market presents the characteristics of multi-format. There are 2 hotel restaurants, 15 specialty restaurants and 3 brand fast food restaurants among the top 20 restaurants in Chengdu.
The enterprise structure of the catering industry shows the trend of grouping. Among the top 20 catering enterprises, Yum!
Mid-range and high-end restaurants are rapidly changing the single-store business model that has been in use for years, and are actively developing chain, distribution and network operations. Chengdu catering 20, Chengdu Huangcheng Mom Hotel Co., Ltd., Songhui daily fishing port, red apricot restaurant and a large number of brand-name enterprises play a prominent role, of which the Chengdu Catering Company ranked first in Chengdu characteristics of the catering, Huangcheng Mom, Songhui daily fishing port in the second, the third, these enterprises to develop markets, expanding sales are playing an increasingly large role. In this situation, these emerging Chinese brands will hold the advantage of their immersion in the restaurant industry for many years to the flagship brand efforts.
There is a strong positive correlation between the development of the mid-to-high-end restaurant industry and the level of economic development. Among the top 500 enterprises in the national catering industry, they are distributed in 27 provinces and cities, including 133 in Guangdong, 45 in Jiangsu, 44 in Shanghai, 43 in Beijing, 45 in Shandong and 32 in Zhejiang. In addition, in the statistics of the top 50 catering enterprises in major cities, the turnover of the top 50 enterprises in Beijing is 3.51 billion yuan, the turnover of the top 50 enterprises in Shanghai is 3.33 billion yuan, the turnover of the top 50 enterprises in Chongqing is 530 million yuan, the turnover of the top 50 enterprises in Guangzhou is 2.83 billion yuan, the turnover of the top 50 enterprises in Wuhan is 1.25 billion yuan, and the turnover of the top 50 enterprises in Hangzhou is 810 million yuan. The catering industry in these regions has been growing strongly with a great increase, which is also closely related to the economic development of these regions. From the development history of Chengdu's medium and high-end catering, 1990 to 2000 is the stage of Chengdu's rapid economic growth, but also the period of rapid development of Chengdu's medium and high-end catering industry.
1.3 Competitive Analysis of Chengdu's Middle and High-end Catering Industry
a) Chengdu's catering industry can be said to be eight immortals in pursuit of characteristic operation, each showing their own skills. Characteristic operation and competition is mainly reflected in the following aspects:
To dish specialties. For example, Chengdu Bian's root vegetable incense, to develop their own original pickled pepper series, root vegetable old jar pickle system of hundreds of original dishes of specialty business to occupy the market.
To be distinguished by cultural characteristics. Ba Guobuyi Restaurant attracts guests with its Cuban cultural decorations and dish specialties, and there is a "Gourmet Inscription" written by Wei Minglun, the "ghost genius of Ba Shu", outside the restaurant.
The restaurant is known for its decorative features. Chengdu's old house of Sichuan cuisine restaurant, with its creation of the water village residents style gallery and the old house of the original folk flavor dishes to attract guests. Zhou Da Ma sunset red old dishes restaurant is a combination of Chinese and Western decorative style, flavorful and delicious Zhou Da Ma home-cooked food features, famous in Hibiscus City.
The restaurant is famous for its business specialties. The Yanhuang Shijia Restaurant, where waiters wear roller skates on their feet and carry trays in their hands, serves diners at their tables. Its private rooms are named "Zhangfu", "Zhaofu", "Lifu" and so on according to the guests' surnames. Red Apricot Restaurant, a colorful bald service staff, private dining room in a clear color over 40 years of age, laid-off male waiters, all give people a sense of business characteristics, sense of novelty.
The ecological characteristics of the long. The South Extension of People's South Road is a wide road with pleasant scenery. There are twenty to thirty Sichuan cuisine (hot pot) restaurants in this rapid rise, and more than the road of garden-style ecological dining. The most typical ones are Nantian Water Town, Food St. Ecological Park and Dragon Eagle Duck King Hot Pot City, Xinyuan Great Lawn Gourmet World and so on. Covering an area of more than 200 acres of Nantian Shuixiang, its development of innovative "Shuixiang dishes" are ecological dishes, the entire restaurant roof is all permeable glass, the roof of the breeding of fish and shrimp, guests just like being in an aquarium in the dining. Really unique, ecological food, the unity of mankind.
b) price competition:
Chengdu cuisine has been known for its good quality and low price. In order to survive and develop in the competition and win consumers, Chengdu catering industry has generally adopted the road of going public. Like the Ginkgo, Tan's Palace Palace dishes such as high-priced brand restaurants, there are only a handful of a dozen in Chengdu. 75% of the restaurants, hotels, most of the civic-minded, medium-consumption market strategy to develop the market, occupy the market, win the market.
Unique specialty dishes, medium affordable price, is the dominant idea of price competition in Chengdu many restaurants and pubs. Yangshi Street West Extension home cooking restaurant also put out such a sign: the first table to the restaurant wine fee for guests 2% off, the second table 4% off, the first table 5% off, tables 4-10 all 60% off, while there is a cab to the first table guests, the restaurant to pay the fare and so on. In the "Chengdu Evening News", "Chengdu Business News", "Huaxi Metropolis Newspaper", every day you can see the big restaurants, restaurants, the promotional price advertisements and wedding banquets, birthday banquets, birthday banquets, business banquets, party banquets, housewarming banquets, etc., visible in Chengdu catering industry, market competition, price competition is fierce. Major restaurants catering in the continuous out of the characteristics of the new dishes at the same time, but also continue to reduce or disguised discounts to reduce the price of dishes to attract consumers, for a certain profit margin, market space.
c) chain competition:
2000-2002 is the catering industry in Chengdu to create a "Kingdom of Sichuan cuisine", and quickly set off an unprecedented chain of Sichuan cuisine boom of three years. Many well-known restaurants, restaurants have begun to occupy Rongcheng, out of Sichuan, go to the country, overseas, opened the Rongcheng catering industry unprecedented chain of competitive pace and competitive situation.
As of the end of 2002, Chengdu Tan Fish Head has 90 chain, Bian's Root Chain of 30, Ba Guobuyi catering chain of 23, Chengdu Shishilou Hotel chain of 18, Chengdu Huangcheng Ma Ma restaurant chain of 12, the old Chengdu public restaurant chain of 8, and the number of each chain is in the rate of 10-15% per annum! The number of each chain store is increasing at a rate of 10%-15% per year. Chain competition, so that the strength of Chengdu catering enterprises greatly enhanced, Tan fish head of the annual turnover has exceeded the 300 million yuan mark for two consecutive years, other restaurant chains income of not less than 50-8000 million yuan a year.
Lin Feng Group, a famous private enterprise in Chengdu, has decided to spend RMB 100 million on Peony Pavilion Restaurant, which is famous for its Cantonese cuisine, to shift the focus of its operation from Chaozhou and Cantonese cuisine to Sichuan cuisine and launch Peony Pavilion "Boutique Sichuan Cuisine" Restaurant in Chengdu, Beijing, Shenzhen, Shanghai, Guangzhou and other places. In Chengdu, Beijing, Shenzhen, Shanghai, Guangzhou and other places, Peony Pavilion launched the "Fine Sichuan Cuisine" restaurant, which will be chained to major provincial capital cities in China in 3-5 years. And using the advantages of its group of multinational companies, ready to enter the United States, New York, Hawaii, Los Angeles, etc. to establish overseas outlets, and strive to use 10 years to complete its "fine Sichuan cuisine" throughout the world's major cities of the strategic concept.
The chain competition in the catering industry in Hibiscus City, but also many shrewd restaurant owners realize that only steady and steady, do a good job of branding and Chengdu's own restaurant this article, the chain road may be the wider and wider.
1.4 Development trend of large-scale catering enterprises in Chengdu
Speed up the adjustment of the operating structure of the catering industry, the development of chain management, network marketing and other modern business methods, promote the internationalization strategy, enhance the function of mass community catering services, expanding the field of service consumption.
Expanding new business space, vigorously develop green hotels, guide green consumption, focus on brand management and technological innovation two big articles, play the brand, network, technology in the development of the role of the market.
Strengthening the management of the catering industry, accelerate the pace of transformation of the traditional catering industry to the modern catering industry.
Investment structure began to diversify, take the road of group development.
Taking full advantage of holiday consumption and exhibition consumption, gradually expanding the market.
Chengdu's mid-range and high-end catering industry is booming, but there is still a lack of large-scale local enterprises with national influence. Chengdu's largest local food and beverage companies: Chengdu Catering Company in the country only ranked 43 (2001); the second place in the Imperial City mom is ranked 100, barely into the national top 100 food and beverage companies team. In terms of turnover (2001), Chengdu Catering Company's 94,126,000 yuan is a far cry from the 347,592,000 yuan of Beijing Quanjude, the No. 1 specialty restaurant in the country. Chengdu medium and high-end catering market development level and the overall economic level of Chengdu is not quite commensurate with the Chengdu medium and high-end catering industry in Chengdu there is a greater potential for development and growth space.
2 Study on the Consumption Characteristics of Residents' Middle- and High-end Catering
2.1 Analysis of Consumption Structure
1) Western-style fast food is loved by many.
The first and second of the top 20 catering companies in Chengdu are Yum Brands and McDonald's, both of which are internationally famous fast-food companies, and western-style fast food is their main business. Western-style fast food is so popular, there are inevitable reasons for its existence and development. On the one hand, Western-style fast food and traditional Chinese food has a big difference, Chinese food culture has a long history, but the burger fried chicken for people is relatively strange, this Western-style unique flavor attracts more and more people's mouth. Secondly, the convenience of Western-style fast food is also one of its major advantages, the pace of life of modern people is getting faster and faster, especially for the urban youth groups, Western-style fast food flexible means of operation to cater to the needs of this kind of consumption, whether it is a dine-in or takeout, that is, buy and eat fast food is very consistent with their rhythm of life. In some Western-style fast food restaurants, from your point of view to get your hands as long as ten seconds or less, which is difficult to match the Chinese fast food restaurants. Therefore, its fast and convenient is its winning market weapon.
From the structure of the consumer groups, age and the degree of preference for Western-style fast food shows an inverse ratio, the lower age level of the crowd is more enthusiastic than the higher age level of the group is more keen on Western-style fast food. 18 years old teenagers are more Western-style fast-food consumption of the main force, this group grew up in the reform and opening up of China's social environment, their growth by the influence of the Westernization of the deeper, in the lifestyle and habits are also in the fusion of Chinese and Western, relative to the Chinese and Western fast-food restaurants. In terms of lifestyle and habits, they are in the midst of the fusion of East and West, and are relatively more susceptible to the influence of Western culture and foreign products. Although most of these groups do not have direct financial resources, they are a relaxed group of consumers, and Western fast food merchants also take them as the target group and breakthroughs in their marketing strategies, and are more targeted in their promotions and campaigns.
In addition to the convenience and unique and attractive taste, Western-style fast food enterprises, especially large-scale chain operation of enterprises, they are clearly different from the operation of traditional catering enterprises, in the degree of marketization and market awareness, closer to the market and consumers. The atmosphere in the store to create a comfortable, bright feeling for consumers, happy and relaxed atmosphere, giving people a "home" sense of warmth. Consumers tend to sit for a while after the meal in the Western-style fast food restaurant, many people will be this fast food restaurant as their own social activities, which is also Western-style fast food to attract consumers a place.
The overall consumption level of Western-style fast food is lower than the level of high-grade catering consumption (generally per person per consumption between 20-30 yuan), but close to the level of low-grade consumption, which is the Western-style fast food can go to the masses, but also different from the civilian food and drink an important means of controlling the price.
2) Specialty hot pot is the most dynamic catering industry in Chengdu.
In Chengdu's eight catering areas, hotpot is an important catering industry. Although hot pot started in Chongqing, it flourished in Chengdu, where it is well combined with Shu culture, giving it a special regional cultural connotation. To some extent, hot pot has become part of the connotation of the city of Chengdu. Chengdu people have a strong consumer preference for hot pot, which can be seen from the prosperous situation of thousands of hot pot restaurants in Chengdu and the endless emergence of various special hot pot restaurants. From the survey of residents' consumption habits, it can be seen that residents' consumption in various hotpot restaurants takes up a large share of their food and beverage consumption. The rapid innovation of hotpot types and the high acceptance of the market have made Chengdu's hotpot restaurants dynamic.
3) Traditional Sichuan cuisine is the most common food and beverage consumption item.
More than half of Chengdu's top 20 catering companies operate Sichuan cuisine. Sichuan cuisine has a full range of dishes of various grades, which can meet the catering consumption needs of consumers at various levels. In terms of price, Sichuan cuisine is significantly lower than seafood, Chaozhou cuisine, etc., has a relatively large price advantage, but also more in line with the dining habits of local consumers. Sichuan cuisine is the evergreen tree in Chengdu's catering market, and is also the catering industry with the widest market coverage.
4) Chengdu residents' consumption of medium and high-end food and beverage is more frequent.
Through the consumption habit survey, it is found that Chengdu residents' consumption of medium- and high-end catering is more frequent once a week, and the proportion of such consumers reaches 38%. The proportion of these consumers reaches 38%. 15% of them consume once every half a month. Consumption is generally more than 50 yuan per visit, with 21% of consumers spending between 150-200 yuan per visit.
(See chart below)