This article was originally published by Hongcan. com (ID: hongcan18) by Hongcan Brand Research Institute.
On September 7th, the catering category development discussion salon and the new book release conference of China Catering Development Report 2022 were successfully concluded.
The event took the form of live online broadcast, which mainly included the new book release conference of China Catering Development Report 2022, the discussion salon of catering category development and the announcement of the list of "Top Ten Brands of Catering Category in China in 2022". It lasted nearly two hours and attracted over 25,000 people to watch and discuss, and the response was enthusiastic.
As the finale of this live broadcast, the list of "Top Ten Brands of China Catering Category in 2022" was announced.
△ Click on the video to view the complete list.
220 head brands stand out.
In order to truly reflect the development status of catering sub-categories in China, commend the top brands of catering categories that shine brilliantly, and set a brand example for the catering industry, the list of "Top 10 Brands of Catering Categories in China in 2022" arrived as scheduled.
1, professional index evaluation system
The selection criteria of this list include four dimensions: word-of-mouth index of the whole network, brand communication index, brand management index and brand attention, and specifically cover twelve data indicators, such as online comments, praise, WeChat index, Weibo index, media exposure, brand basic situation and brand management status.
2. After comprehensive evaluation, 220 high-quality brands finally made the list.
As the first authoritative project for "catering category" in China, this selection is aimed at 22 kinds of big meals and drinks (including tea, special tea, hot pot, special hot pot, rice flour, baking, jiaozi wonton, barbecue, grilled fish, braised pizza, Japanese food, barbecue, pickled fish, special snacks, western-style fast food, crayfish, Chinese fast food, baodian, noodle restaurant) that have developed more brightly in recent years.
Adhering to a rigorous and fair attitude, the Red Meal Brand Research Institute selected 220 outstanding catering brands among more than 60,000 brands in China in nearly three months, based on the red meal big data and the red meal index, and according to the dimensions of brand reputation, brand communication, brand management and brand attention.
Comprehensive interpretation of awards
The resilience of catering enterprises has increased, and the industry has entered the era of refined operation.
On the one hand, the list of "Top Ten Brands of China Catering Category in 2022" is the recognition of the listed catering brands, on the other hand, it is also shaping a learning model for catering enterprises.
The 22 categories selected this time are highly concerned sub-categories in catering categories, so the brands selected from these categories are not bad. On the whole, the listed food enterprises in 2022 showed the following four characteristics.
1, catering enterprises are more resilient.
In recent years, the repeated COVID-19 epidemic has brought great impact to catering enterprises, and many stores have closed down due to poor management, but the data of cancellation and revocation of catering enterprises in China has not increased significantly.
According to the enterprise survey data, from 20 19 to 20021year, the registered number of Chinese catering enterprises was gradually increasing, with a compound annual growth rate of 18.6%, but the cancellation and suspension sales volume did not change much, with a compound annual growth rate of only 3. 1%. It can be seen that under the epidemic situation, the business resilience of Chinese catering enterprises may be gradually enhanced.
2. Actively explore diversified businesses to ease the operating pressure.
In 2022, the epidemic situation in COVID-19 has not completely subsided, and one epidemic after another has brought great challenges to the catering industry, but also brought opportunities for development to the industry. Under pressure, catering brands may broaden their business matrix, or seize the opportunity to transform and upgrade, so as to ease the operating pressure.
Some catering brands gradually pay attention to take-away and take-away business. For example, Manner Coffee2022 officially launched take-away service in the first half of 2022; Some catering brands seek group meal business. For example, Barbie relies on its mature supply chain to speed up the layout of the group meal market, and its group meal business increased by108.06% in the first half of 2022. At the same time, there are also many brands entering the track of prepared dishes or other retail products ... In order to survive better in the epidemic era, catering brands are actively exploring.
3. Say goodbye to extensive development and enter the era of refined operation.
Under the new situation, the catering industry is gradually bidding farewell to the past bias of expanding the size of stores and entering the refined operation stage of strengthening brand power. For example, in order to achieve refined operation, some catering brands are accelerating their integration with digital technology and empowering their businesses with digital technology. Among them, Naixue's tea, Xiabu Xiabu, Laoxiang Chicken, Luckin Coffee, Hefu noodles and other catering brands are typical representatives.
In today's stock age, refined operation has become the driving force for the growth of catering enterprises and the basis for the upgrading of catering industry. It can be predicted that under the leadership of head catering brands, more and more catering brands will attach importance to refined operation, and the operating efficiency of catering enterprises is expected to be further improved.
4. The dividend of shopping malls faded, and the community became a new growth point.
In recent years, with the increasing number of large-scale shopping malls built around the country, the catering competition in shopping malls has become increasingly fierce, and under the epidemic situation, the passenger flow of shopping centers around the country has been greatly affected. Therefore, many catering brands focusing on the development of shopping malls have to find new channel layout, and opening up community stores is one of the popular new strategies.
For example, Yuan Jiyun Jiao, Uncle Xiong, Ziguangyuan and Nanchengxiang on this list are all outstanding representatives of community catering, and they have achieved rapid development in recent years.
Interpretation of subdivided categories
Subdivision track leader has outstanding advantages
Each category on the list presents different development characteristics, and the following will interpret the awards of specific categories.
1, 2022 Top Ten Brands of China Tea and Special Tea
Among the "Top Ten Brands of Tea in China in 2022", the teas of Mi Xue Bing Cheng, Xi Cha and Naixue are firmly in the top three seats on the list, while the brands of Shu Yi Shao Xian Cao and Gu Ming Tea are also ranked in the top because of their bright performance this year.
Mi Xue Bing Cheng won the first place in the list of "Top Ten Brands of Tea in China in 2022" by virtue of the scale of its stores and the marketing method of going out for many times. So far, the number of stores in Mixue Ice City has been far ahead of other tea brands, making it the largest brand of tea brand stores. At the same time, Mixue Ice City is still actively expanding its territory. For example, as of June this year, the number of overseas stores in Mixue Ice City has exceeded 1000. In July this year, Mi Xue Ice City announced the opening of the national towns to join, which was considered by many people in the industry to further harvest the township market. It can be seen that the radiation range of brand potential energy of Honey Snow Ice City will be further expanded in the future.
As the representatives of high-end tea brands, Xicha and Naixue have taken the initiative to reduce prices one after another this year. Under the background of rising raw material costs, this move not only shows their supply chain advantages, but also helps them expand their target customers and reduce the dimension of other tea brands. In addition, it is also the same measure of many catering brands to create excellent products and consolidate the industrial layout. For example, in 202 1 year1February, Naixue Tea subscribed for Tianye shares 12 million shares; In March 2022, Naixue Tea established an investment company.
Among the "Top Ten Brands of Tea in China in 2022", Bawang Tea Ji and Shuyi Diancao, which were listed for the first time, have been favored by capital in recent years, and their overall development is also good.
At the same time, Auntie Shanghai, Fenqitian, Wuyinpin and Moqi all performed well this year, and this year they once again made the list of "Top Ten Famous Tea Brands in China in 2022".
The three brands, LINLEE Lemon Tea, Lemon Season Lemon Tea Store and Uncle Qiu Lemon Tea, also made the list because of their outstanding performance in the lemon tea track. With the popularity of coconut drinks this year, Coconut Buer has become the only brand in coconut drinks with its relatively bright store size and brand power.
2. Top Ten Brands of China Hotpot and Special Hotpot in 2022
The top ten hot pot brands on this list are all powerful, with Haidilao still at the top, Xiabu Xiabu second and Banu Maodu hot pot third.
In 2022, the epidemic situation was unstable, the economy continued to be low, and the catering industry was once again affected. The overall operation of catering listed companies in the first half of the year was also not optimistic. Although Haidilao lost money in the first half of the year, its status as the big brother in the hot pot industry is still unshakable, and the situation of one super hot pot track will continue.
In addition, hot pot brands such as Nan Hot Pot, Xiaolongkan Hot Pot, Dalongyi Hot Pot and Peijie Chongqing Hot Pot all have a good reputation in the minds of consumers with their solid brand development style.
Affected by the epidemic in COVID-19, the hot pot category with social attributes has been strongly impacted, and the category competition has become increasingly fierce. In recent years, the hot pot market has shown a competitive situation of "ice and fire". On the one hand, the hot pot giants represented by Haidilao and Xiabu encounter operational bottlenecks and fall into a loss dilemma; On the other hand, the capital market is hot, with Lao Wang and Qi Xintian competing for the "third share" of hot pot, and Banu Maodu Hot Pot, Pei Jie Chongqing Hot Pot, and Brother Zhou Chongqing Hot Pot have all received 100 million yuan in financing.
As the hot pot track is getting crowded, the subdivided hot pot track with another way is getting hotter and hotter. For example, the subdivided hot pot category represented by "special hot pot" such as material hot pot quickly seized the market with its differentiated positioning, and a number of potential brands began to stir up.
In the list of "Top Ten Brands of China Special Hotpot in 2022", Laowang Pot Cuisine, Qixintian and Zhuguangyu Hotpot Restaurant have performed very well this year. Laowang and Qixintian have launched an impact on IPO in succession, while brands such as roadside and Ganchuanchuanxiang in the five districts of steel pipe factory also have good brand images in the industry and in the minds of consumers.
3. Top Ten Brands of Chinese Fast Food, Rice Noodle and Noodle Restaurant in 2022
Among the "Top Ten Brands of Chinese Fast Food in 2022", the hometown chicken and the village base rank high, which is a veritable overlord of Chinese fast food. Nanchengxiang, Zhujiao Minnan Pig's Foot Rice and other brands are all new brands on the list this year. Nanchengxiang, as a well-known local Chinese fast food brand in Beijing, has a relatively high position in the minds of consumers over the years, and it has also constantly honed its brand foundation, thus gaining a firm foothold in the highly competitive Chinese fast food category.
With the country base, hometown chicken, old uncle and other brands sprinting IPO, Chinese rice fast food shows an obvious rising trend. In this process, regional head brands began to charge the national market, providing more imagination space for category development, and Chinese rice fast food entered the fast lane of development.
As the first sub-category of snacks and fast food, noodle has received high attention in recent years, with both financing events and financing amount reaching new heights, and the expansion speed of noodle head brand is also accelerating. However, due to the numerous sub-categories and strong regionality, the noodle market as a whole is still scattered, and it is difficult for brands to develop across regions. With the continuous influx of capital and the rapid rise of emerging brands, the pattern of noodle market is gradually changing.
In the list of "Top Ten Brands of Noodle Noodles in China in 2022", Hefulao Noodles, which has strong back-end strength, won the first place, and Ajisen Lamian Noodles and Mr. Li, who started earlier and accumulated profound experience, ranked second and third. On this year's new list, we can also see Lanzhou Lamian Noodles brand, which has been popular in recent years. They are Chen Xianggui and Ma Jiyong respectively. In addition, the noodle category has become the heart of capital. After brands such as Hefu Fishing Noodles, Meet Noodles and Wuye Noodles have successively obtained financing, the expansion speed is relatively rapid.
In the list of "Top Ten Brands of China Rice Noodles in 2022" newly launched this year, the top three brands are A Xiang Rice Noodles, Wugu Fishing Powder and Mengziyuan respectively. The brands of A Xiang Rice Noodles and Mengziyuan developed earlier, and have accumulated strong brand strength, and the overall development is steady.
This year, in addition to the well-known Yunnan rice noodles, unique local minority rice noodles are also making efforts, such as Jiangxi rice noodle brand Zigulu mixed rice noodles, Xinjiang rice noodle brand Azhen taste rice noodles, Wu Jia mixed rice noodles, Guangxi rice noodle brand Sanpinwang, etc., all of which have been listed with good strength.
4. Top Ten Western-style Fast Food and Pizza Brands in China in 2022
KFC and McDonald's have always been the benchmarks for the development of local fast food brands. It is not surprising that these two fast food giants are in the forefront in the list of "Top Ten Western Fast Food Brands in China in 2022". Generally speaking, foreign brands are still the majority, and domestic brands only occupy four seats, namely Wallace, Dicos, Paile Hamburg and Baker Hamburg. Although foreign brands occupy an absolute advantage, domestic western-style fast food brands are also accelerating their rise, such as Paile Hamburg and Baker Hamburg.
In the early years, under the leadership of foreign brands such as McDonald's and KFC, western-style fast food experienced a period of rapid development. However, due to the simple product categories, mainly hamburgers, fried chicken, potato chips, etc., the innovation is limited, and the homogenization problem of western-style fast food categories begins to appear, and the market scale growth is gradually weak. In recent years, the western-style fast food market is developing in the direction of quality upgrading, and high-end western-style fast food brands such as Shake Shack are accelerating their rise.
In the category of pizza, Pizza Hut, Zunbao Pizza and Domino's Pizza lead, great! Brands such as John's Pizza, Bigger Pizza, and Pizza Masano followed closely. What is gratifying is that in the category of pizza, domestic brands and foreign brands have formed a rival trend, which shows that the brand strength of domestic pizza is increasing day by day.
5. Top Ten Brands of China Special Snacks and Pot-stewed Taste in 2022
In the "Top Ten Brands of China Special Snacks in 2022", the top three seats haven't changed much. Zhengxin Chicken Chop topped the list, followed by Mala Tang duo Yang Guofu and Sean, ranking second and third. From the point of view of the store scale, the three can be called giants in the specialty snack category, which explains the infinite possibilities of snack categories.
In 2022, the epidemic situation rebounded, and the catering industry was hit again. However, the fried string brands Xijie Fried String and Kuafu Fried String still expanded against the trend, with nearly 500 stores in the first half of the year, ranking fifth and seventh respectively on the list. This is also the first time that the fried string brand appears in the list of the top ten brands of specialty snacks. The fried string category, which developed in chaos in the past, has now given birth to a brand with strong brand power and scale effect.
In the list of "Top Ten China Luwei Brands in 2022", the top four brands are Juewei Duck Neck, Zhou Heiya, Ziyan Baiwei Chicken and Huang Shanghuang. Recently, Ziyan Baiwei Chicken was approved to be listed, and it will soon become the "first pot-stewed meal". Since then, the "pot-stewed Big Three" has become the "pot-stewed F4".
Shengxiangting Hot Pot, as a pioneer in subdividing hot pot, once again rushed into the top ten of pot-flavored, and compared with last year, its ranking has increased this year. However, as new brands on the list, Jiuduo Meat-rich, Chrysanthemum-torn Rattan Pepper Chicken and South Pot-flavored Jiangnan have a good overall development this year, with a strong expansion momentum.
In recent years, with the help of capital, a number of emerging brands have accelerated their expansion, among which new brands of hot brine and braised snacks have performed the most brilliantly. With more and more entrants to the luwei track, the luwei market is more and more subdivided and the competition is intensifying.
6. Top Ten Brands of Barbecue, Barbecue, Grilled Fish and Pickled Fish in China in 2022
In the field of catering, barbecue is a well-deserved hot category, and its consumer groups are very extensive. In recent years, the attention of barbecue categories has been rising, and the strength of barbecue brands has improved a lot. However, due to the repeated epidemic situation and the single consumption scene, the performance of barbecue categories has been slightly weak recently, and the growth rate has gradually slowed down.
Judging from the ranking of brands, log cabin barbecue and mutton kebabs and Fengmao kebabs long ago are in the top three. Judging from the barbecue brands on the list, most of them are well-known representative brands in various regions, and the process of brand nationalization needs to be promoted.
In the case that the overall heat performance of the barbecue category is flat, the heat of the barbecue category continues to rise, especially the heat of the fusion barbecue category is very high, and a number of high-quality brands such as Jiutianjia and Qijiu barbecue have emerged. Brands such as Beimunan Barbecue and Wine, and Pig Charlie Sichuan Barbecue also rushed to this list with rapid development.
There are some new changes in the list of brands of grilled fish this year compared with last year. Specifically, the top three are still half-day demon grilled fish, fish exploration and fish cool live fish grilled fish. Half-day demon grilled fish has exceeded 1,000 stores this year, and the store scale is far ahead of peers, thus winning the first place, and fish exploration ranks second. In addition, it is the first time that three brands, Willing to take the bait, Spending a thousand generations of secret grilled fish and grilled fish with green pepper in the green stove, are on the list.
After the outbreak of the COVID-19 epidemic, the homogenization of the competitive environment and consumers' demand for high-quality grilled fish forced the brand of grilled fish to constantly upgrade and iterate, and also drove the category of grilled fish to carry out a new round of reform.
Due to the high degree of standardization and easy replication, the theme restaurants focusing on pickled fish have sprung up and expanded rapidly in China in recent years, and the market scale of pickled fish has grown rapidly, which has spawned a number of pickled fish brands represented by Ether pickled fish, Jiangyuer, Fish You Together and so on.
Among the "Top Ten Brands of Pickled Fish in China in 2022", Taier Pickled Fish once again with its strong brand strength, followed by Jiangyuer. Up to now, Jiangyuer's nationwide stores have reached 300, and the expansion speed is relatively rapid. At the same time, Chongqing Huhu and Yao Yao pickled fish are also developing steadily.
7. Top Ten Brands of Wonton and Baodian in China jiaozi in 2022
In the list of "Top Ten Wonton Brands in China jiaozi in 2022", Xijiade once again topped the list, followed by Yuanji Yunjiao, Gll Wonton and Ruyi Wonton. Uncle Xiong, who ranked fifth, won the favor of capital with the small shop business model of jiaozi, which now packs fresh food.
The mode of take-out, in-house eating and retailing meets different consumption needs, and the consumption scene is further expanded. Ming dang xian Bao also further conveys a fresh brand concept, which may be a worthwhile exploration direction of jiaozi wonton category.
Among the "Top Ten Brands of China Baodian in 2022", Bobby is firmly in the first place, while other brands on the list mainly focus on regional development. Generally speaking, the current package category still has strong regional characteristics, and product taste and supply chain are barriers to cross-regional development.
It is worth mentioning that in 20021year, a number of new brands, represented by "Bao Shao Ye Bao Zi", rose rapidly through innovative consumption scenarios, reconstruction of store models and other strategies, which made the Baozi track attract much attention for a time.
8. Top Ten Brands of Bakery, Crayfish and Japanese Food in China in 2022
In the list of "Top Ten Baking Brands in China in 2022", besides Western baking brands such as Holiland, Yuanzu Food and Maxim's Cake, there are also new Chinese baking brands such as Luxihe and Hutouju Standard Chartered Cake Shop.
Compared with last year, this year's capital's attitude towards baking categories has gradually become dull. In 2022, the passenger flow of many bakery brands declined significantly, and the expansion of cutting-edge bakery brands also slowed down slightly. However, the new national tide culture is still prevailing, and it is hoped that the baking head brand can make efforts to break the situation, create its own exclusive brand barriers and product strength "moat", and continue to lead the category to develop in a healthier and more prosperous direction.
In the list of "Top Ten Crayfish Brands in China in 2022", Hu Da Restaurant, Liangliang Steamed Shrimp and Wenheyou Lobster Restaurant rank high, and Juwei Quji is the first brand on the list. With the continuous improvement of crayfish breeding conditions and supply chain, the supply and demand of crayfish gradually tend to be balanced, and the penetration of crayfish products continues to increase. Crawfish can be seen not only in crayfish catering franchise stores, but also in other catering stores and online and offline retail channels.
In this context, in recent years, crayfish franchise stores are facing the dilemma of grabbing food from all sides, and head brands have begun to innovate and change in order to gain greater advantages and seek better development.
In the list of "Top Ten Brands of Japanese Materials in China in 2022", N Duo Sushi won the first place, followed by Uei Exquisite Cuisine and Yuanqi Sushi. Compared with last year's list, the proportion of comprehensive Japanese restaurants on this year's list has increased, and the brands on the list include Shangjing Fine Cuisine, akasaka pavilion, Jiangtaiwuer, Murakami One House and so on.
Among them, the newly listed Shangjing exquisite cuisine has submitted a prospectus this year to be listed in Hong Kong. It can be seen that the Japanese market still has a good development prospect.
9. Top Ten Brands of Coffee and Light Food in China in 2022
In the list of "Top Ten Coffee Brands in China in 2022", Luckin Coffee, Starbucks and Tims coffee rank in the top three. Although Starbucks is still the big brother in the world's freshly ground coffee category, from the perspective of China market, Luckin Coffee has quietly outperformed Starbucks and topped the list. At the same time, many new brands have also made great strides, such as Manner Coffee, Nowwa Nova Coffee, M Stand, Seesaw Coffee and Algebraist Coffee on this year's list.
In addition, many local cross-border brands are also accelerating their entry into the coffee track. For example, in May 2022, Li Ning Coffee was sold in some Li Ning sportswear stores in Beijing, Guangdong, Fujian and other regions, and the post office coffee under China Post was officially opened in Xiamen. At the same time, leading enterprises such as Sinopec, Tongrentang and Wanda also sold coffee across borders. These cross-border giants have joined the already competitive coffee track, further expanding the rising local coffee brand camp.
The epidemic situation in COVID-19 has made the trend of nutritious and healthy eating prevail again, and light food brands have also attracted widespread attention. In this year's new list of "Top Ten Brands of Light Food in China in 2022", veteran player Wagas Vogos topped the list. Although Wagas Vogos has been exposed to the news that it has been sold, judging from its development trend this year, Wagas Vogos still achieved store scale growth in the case of repeated epidemics, which shows that its resilience cannot be underestimated.
It is worth mentioning that the new element, which is also an "old-timer", announced its entry into the bankruptcy liquidation process last year. At the same time as the old people end, new people are constantly appearing, and more and more powerful new brands are emerging in the light food track, such as Shaye Light Food, Super Deer Team and FOODBOWL Super Bowl on this year's list.
Conclusion
In the future, Red Meal Brand Research Institute will continue to pay attention to more excellent brands of sub-categories and explore the innovative development of China catering industry. In addition, the Red Meal Brand Research Institute will also update the ranking of the red meal index of the head catering brands every month. Please note the WeChat official account: Catering Brand Observation below for details of the monthly red meal index.