Total Issue 3772
作者 | 餐饮老板内参 内参君
2023,
The "new Chinese" who are crazy about hundreds of billions
In the catering industry in 2023, the hottest concept is "new Chinese style".
The so-called "new Chinese style" was originally a kind of aesthetic style, and it became hot with the rise of the national tide. It has its own differentiated traffic, which has become a powerful tool in the involution of catering.
There are two types of "new Chinese" operation methods in catering, one is the main design and marketing, which puts new Chinese elements on the "outside" of the brand. The other is the main product, which applies the classic Chinese food culture to product innovation. From New Chinese Tea to New Chinese Bakery, New Chinese Burger...... Mushrooms have sprung up in all areas of catering.
For example, in the past year, the new Chinese burger is one of the hottest categories, and Tustin's reshaping of the burger industry pattern and Xibei have also taken advantage of this trend to incubate "Jia Guolong Chinese Pot...... All of them are interpreting the potential energy of the new Chinese style.
In addition to the two most representative new Chinese tea brands, such as Tea Pavilion Order, Han Tang Dynasty Order, and Camellia Stream, the new development momentum is also very strong. There are also several major tea drinks trying to pass the "second growth curve" of new Chinese style exploration - Naixue Tea House, Hey Tea Tea Workshop, Gude Mo Ling and other new Chinese tea houses.
There are also new Chinese fried chicken, new Chinese fast food, new Chinese sugar water shop, etc., a posture that all subdivisions must use "new Chinese style" to do again.
However, with the rapid expansion of the market scale and the increase in popularity, the "new Chinese" catering is also staging an extremely cruel competition for the survival of the fittest, and the reshuffle has become the main tone at present.
First of all, the new Chinese baking brand staged a collective retreat, and the contraction and bankruptcy of Momo Dim Sum Bureau and Tiger Head Bureau, which were once known as the "New Chinese Baking Twin Stars", made people see the danger.
Then there is the second transformation of Naixue Tea House, the new model "start over", some new Chinese teahouses outside the head "little white entrepreneurs" follow the trend into the game, invest 500,000 yuan, and close the door for more than half a year; Jia Guolong Chinabao is also in the first-tier cities to change the model in a low-key manner, return to the small pot of beef and begin to take the route of quality fast food; the new Chinese noodle restaurant is becoming more and more cold; the new Chinese ice cream "Zhong Xuegao" is in danger; the demon style of the new Chinese steamed bun has also dissipated......
It is not difficult to see that not every category of new Chinese style is equally good, some are quite popular, and some are criticized.
Bigger than business?
In 2024, the "new Chinese style" will work harder!
However, it is too early to judge the new Chinese style as a "rotten terrier".
Behind the popularity of the new Chinese style, a new generation of young people has unique values and consumption concepts, and has unique pursuits and preferences for various things.
The new Chinese style is infiltrating our daily life from all aspects. Therefore, for a long time, new Chinese style is still the trend of the times, including the catering industry, in recent years, new Chinese style will still be an important direction for category innovation and differentiation.
In fact, for the "new Chinese style", whether the category is suitable enough and whether the creativity can be effectively implemented is the key to the long-term. You know, the new Chinese style has always been the icing on the cake, not the fundamental motivation for purchase.
It is necessary to return to the product itself, and think about how the product can make consumers repurchase more sustainably. Don't follow the likes and dislikes of capital or the so-called trend of the market, return to products, return to brands, and return to doing a catering business.
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