According to data released by the National Bureau of Statistics, in December 2021, catering revenue was 484.1 billion yuan, down 2.2%; catering revenue above designated size was 98.5 billion yuan, down 0.1% year-on-year. In 2021, the catering revenue was 4,689.5 billion yuan, an increase of 18.6%,; the catering revenue above designated size was 1,043.4 billion yuan, an increase of 23.5% year-on-year, basically returning to the pre-epidemic level.
▲ The figure is derived from the screenshot of the National Bureau of Statistics
With the overall prevention and control of the epidemic and the obvious results of economic and social development, the mainland's consumption potential has been continuously released, and the overall decline and recovery of the catering industry have stopped falling and rebounded, showing an overall stable recovery trend in the twists and turns. As a caterer, do you feel this joy?
However, in addition to the joy, it should be realized that the impact of the new crown pneumonia epidemic on the catering industry is still continuing, and multiple pressures such as high rent, property management fees, labor costs, insufficient cash flow, and heavy loan repayment burden of catering enterprises still exist.
Posted on Beijing | Issue 2561
In the past 2021, the majority of catering enterprises have vigorously developed the online takeaway delivery business through active innovation, and strived to meet consumer demand in the form of packages, product retail, and the development of new dishes, so as to achieve production self-help and performance recovery.
In 2021, the national catering revenue increased by 736.8 billion yuan and 17.4 billion yuan respectively compared with 2020 and 2019, and has returned to the level of 2019 before the epidemic.
The growth rates of national catering revenue and limited catering revenue increased by 35.2 percentage points and 37.5 percentage points respectively compared with the previous year, and increased by 9.2 percentage points and 16.4 percentage points compared with 2019. Catering revenue accounted for 10.6% of the total retail sales of social consumer goods, and the growth rate was once again higher than the growth rate of social zero, and the leading edge was as high as 6.1 percentage points.
In 2021, the catering market will generally maintain a stable recovery, but due to multiple factors such as repeated domestic epidemics and flood conditions, the development of the whole year has been ups and downs, and even the catering market in August, November and December has turned from positive to negative growth.
At present, due to the instability and uncertainty factors, further consolidating the recovery of the catering market is still facing severe challenges.
There is a large room for improvement in the chain rate and concentration of China's catering industry.
At present, the competition pattern of the domestic catering industry is very fragmented; according to the data disclosed by Meituan, the domestic catering chain rate from 2018 to 2020 is 12.8%, 13.3% and 15.0%, respectively, and the industry chain rate is increasing year by year. Compared with the 50% restaurant chain rate in the United States, China's restaurant chain rate still has a lot of room for improvement.
▲ The figure is derived from a screenshot of the network
At the city line level, the catering chain rate of first-tier, new first-tier and second-tier cities is higher than that of third-, fourth- and fifth-tier cities, mainly because larger chain catering enterprises will give priority to the layout of first- and second-tier cities; in 2020, with the industry integration brought about by the epidemic, the catering chain rate in first-tier cities has also exceeded 20%;
Among the catering enterprises with a scale of 500-1,000 chain stores, there are many head brand enterprises that adhere to the direct operation model, such as Haidilao, Xicha and so on. In September 2020, the number of direct-operated stores in the country, which represents the direct-operated model, exceeded 1,000, becoming the first Chinese-style fast food in the country to exceed 1,000 direct-operated stores.
▲ The picture originates from the official of Mi xue ice city
"10,000 stores" is the goal of players in the franchise mode. For example, In the first half of 2020, At the rate of nearly 20 new stores per day, Michelle Ice City ran into the "Ten Thousand Stores Club". Members of the "Wandian Club" also include Zhengxin Chicken Steak, Wallace, Delicious Duck Neck, Yum China and so on.
According to the data of the Catering College of Meituan University, from the perspective of the distribution of the number of different stores of chain brands, the number of restaurant chain stores within 100 accounts for the highest proportion, and the number of chain stores with a scale of 100-500 is the second, and the proportion of catering stores in these two scale ranges has shown significant growth in 2020: from 3.8% and 4.0% in 2018 to 4.7% and 4.4% in 2020, respectively.
In addition to these two scale ranges, the proportion of restaurant chain stores with more than 10,000 stores increased from 0.7% in 2018 to 1.4% in 2020, doubling the proportion in three years, and chain catering is rapidly moving towards the era of ten thousand stores.
After 90 and 95, it has gradually become the mainstream of consumption, and future consumption will develop towards personalization.
At present, the post-80s are still the main consumer group in the mainland catering market, but the post-90s are rising rapidly, especially the proportion of the Z generation population has nearly doubled in the past 3 years, and the Chinese catering market has fully ushered in the new mainstream consumer group with the core of the post-90s and post-95s.
▲ The picture originates from the network - catering stores
The consumption concept of the post-90s and post-95 crowds is complex and changeable, and it has more distinct and personalized consumption characteristics, which will affect the future development of catering consumption to personality and diversification.
"She economy" rises, and more than 80% of food and beverage consumption is determined by women.
The overall gender ratio of consumers who eat out is relatively even, and the proportion of women has increased year by year in the past three years. According to foreign studies, the influence of women on catering consumption decisions accounts for 85%, so the impact of women's consumption intentions on the catering consumer market cannot be ignored.
The increase in demand for weekday meals, coupled with the intensification of aging, makes the "community canteen" model promising. After the epidemic, consumers are still focusing on rigid demand, and non-essential time is also minimizing eating out.
Therefore, the proportion of weekday meals has increased significantly, and most of them choose nearby stores to consume. This is a development opportunity for the community store model closer to the consumer.
In addition, with the intensification of the aging of the mainland, the issue of dining for the elderly in the community is also becoming the focus of government attention.
The increase in demand for breakfast and night consumption has promoted the full-time operation of catering stores. In general, the three-meal period is the peak of the day's dining, the demand for breakfast and night consumption is increasing, and full-time operation has become the choice of more and more catering enterprises.
In the post-epidemic period, the dining environment gathered the most dissatisfaction, and the popularity of shopping malls rose.
In the post-epidemic period, in addition to cost performance and taste, a clean environment will make consumers more satisfied; and dissatisfaction is also more focused on the environment, the upgrading of catering stores has become the trend of the times, and shopping mall stores have also achieved a rise in popularity because of the relatively good advantages of the dining environment.
With the Spring Festival approaching, catering enterprises must continue to do a good job in epidemic prevention and control, strictly strengthen self-examination of key links, and ensure that the people spend a healthy and peaceful Spring Festival by launching Chinese New Year's Eve lunch gift boxes and selling them through various channels, increasing the time for Chinese New Year's Eve meals.
Although the epidemic has a greater impact on the catering industry, which is highly contacting and clustering, many restaurant companies have responded to the government's call to strengthen epidemic prevention work, strictly carried out self-examination of key links, and strived to create safe and epidemic prevention consumption venues and marketing methods.
Industry insiders believe that during the "14th Five-Year Plan" period, the mainland catering industry, under the guidance of national macro policies, will ensure a sustained and steady recovery through multiple measures, and strive to boost catering consumption with quality improvement and digital transformation as technical support.
The China Cuisine Association said that in 2022, the mainland catering industry will continue to implement normalized epidemic prevention and control measures and more stringent and perfect public health safety prevention and control policies, create a safe dining environment, and continue to improve and optimize the new consumption development environment.
The new model, new format and new consumption of the catering industry will flourish, and continue to innovate the operation model, accelerate the in-depth integration of online and offline, and vigorously develop new models of catering consumption such as online ordering, contactless distribution, and finished semi-finished product retail.
The overall quality and safety of the catering industry are also constantly improving.
Many restaurant companies said that they will comply with the demand for safe, nutritious and healthy consumption under the normalization of epidemic prevention and control, promote the optimization of industry governance, strengthen social co-governance, fully implement the responsibility of catering service providers, implement the main responsibility of the third-party platform for online catering services, and effectively enhance consumers' sense of security, sense of gain and happiness in the field of catering services.
In addition, the integration of supply-side reform, the integration of theme towns and regional cuisines, the combination of long-established non-genetic inheritance protection and cultural tourism, the night shop economy, nutrition and healthy consumption, etc., will also become an effective form of cultivating new momentum and new business opportunities for catering consumption.
Catering enterprises will continue to upgrade the quality of dishes and services, continue to explore and innovate in business models, and strengthen cooperation with third-party network platforms to promote the healthy development of new catering.
Experts believe that in 2022, the mainland catering industry will take greater steps in the application of advanced scientific and technological means such as 5G big data, cloud computing, artificial intelligence, and the Internet of Things, and continue to accelerate the all-round, all-angle and full-chain digital transformation of the catering industry.
In order to effectively reduce labor costs, do a good job in risk prevention and control, cultivate a modern catering industry chain, accelerate the transformation from epitaxial expansion to connotation intensive, upgrade from scale and speed to quality and efficiency, and better meet the increasingly personalized, customized and experiential new catering consumption needs.
From the post-80s to the post-90s, China's consumer market ushered in a new mainstream consumer population. The epidemic has pressed the fast-forward button of "grabbing power after the 90s", and has also accelerated the progress of brand change. At the same time, China's "post-00 generation" may also lead global consumption in advance. The change of the main force of consumption has triggered structural changes in the consumer market.
1. Quality upgrade
Experience has become the core standard of quality; "material" has become synonymous with quality; health has become the main direction of quality upgrading; and standard has become the basic guarantee of quality.
2. Pattern evolution
The boundaries of business formats are gradually disappearing, and the catering industry is ushering in a new round of brand change. The boundaries between traditional food and fast food, Chinese food and Western food are gradually dissolving, the trend of category differentiation and integration is obvious, catering enterprises show the development trend of "fast food", "fast food snack", "snack meal", and the catering industry is ushering in a new round of brand change.
New categories, the scale of taverns continues to rise, and low-grade wines will come to the table under the trend;
New products, catering new retail plus the rapid development of prefabricated dishes;
New scene, "national tide wind" blowing into the catering circle;
New tracks, regional cuisine widely chased by capital is sweeping across various segments of the catering track;
The new market, a new generation of young people in the county with money and leisure, has become an invisible "consumption giant"...
The catering model has changed in new categories, new products, new scenes, new tracks, new markets, and new trends.
3. Digital Revolution
Digitalization is reconstructing the underlying logic of the industry.
DTC model, no middlemen, the future of catering brands directly reach consumers; customers digitally create a private domain traffic library of catering enterprises, digitalization has brought about changes from store location to products, channels, brand marketing, operation services, membership management, etc., and the brands that have taken the lead in completing the upgrading of the digital intelligence model are expected to become new leaders in the industry.
4, marketing break the circle
Digital-driven catering marketing has opened up a new "circle-breaking" style of play. For example, the joint branding of catering brands has reached consumer demand in a multi-faceted way; let surprises become the driving force, blind box marketing is popular; social and e-commerce channels help catering brands continue to be exposed, and new content channels such as small videos and live broadcasts have joined the catering marketing matrix.
All the past is the prologue, and all the future is to be expected. Looking back at 2021, catering people have experienced a lot and gained a lot, and 2022 will be a turbulent year for the catering industry, let us open our arms and welcome the new year together!