"Seeing that Mr. Bao often goes to Shanghai restaurants to eat, I also want to find time to try authentic local dishes. Taking advantage of the Qingming holiday, I checked in with my friends at the Dexing Pavilion near Yu Garden. Soup dumplings, smoked sea bass, lion's head, duck blood soup, crab roe noodles, choose two set menus, and you can eat all the time-honored specialties at one time. ”
After the explosion of "Flowers", Shanghai's classic snacks became popular among young consumer groups. Two months have passed, and the popularity of TV dramas has subsided, but the old restaurants in Shanghai are still crowded with young people.
Ms. Wu, who had just come to Shanghai to work, listened to the recommendation of a local colleague and took the century-old restaurant Dexing Pavilion as the first stop for tasting Shanghai's local cuisine. It is understood that since 2021, in addition to opening stores in multiple locations in Shanghai, Dexing Pavilion has also actively expanded online channels and launched products such as group purchase packages and preferential coupons to reach more young consumers. According to Meituan data, in 2023, the online transaction volume of Dexing Pavilion will increase by 130% year-on-year, and the number of users will increase by 122.7% year-on-year. Among them, post-95 consumers accounted for 37.6%.
In addition to a century-old brand such as Dexing Pavilion, there are also a number of old catering brands that have become the "favorites" of young people because of their "quality-price ratio". According to the "2023 Old Catering Brand Consumption Report" (hereinafter referred to as the "Report") released by Meituan, in 2023, Meituan and Dianping will increase by 90% year-on-year in the group purchase orders of old catering brands that have been included in the restaurant for more than ten years, and the group purchase orders of old catering brands in Shanghai will increase by 150%. In addition, the consumption of old catering brands is relatively younger, with consumers under the age of 30 accounting for 35%, an increase of 9% from 2022.
"When students from other places come to Shanghai to play, they all rush to check in the pork ribs rice cake. Zheng, who studied in Guangzhou and lived in Shanghai, said. As the most "out of the circle" Shanghai snack at the moment, pork rib rice cake has become a must-eat dish for outsiders in Shanghai. Relying on the reputation of the time-honored brand, Xiandelai has become the first choice for young users to check in pork ribs rice cakes on Meituan and Dianping. "It will be more secure to take friends to old brands and shops," Zheng added.
Shen Dacheng Youth League, Wangjiasha Crab Shell Yellow, Xinghualou Bean Paste Mooncakes... It has become a "hot item" of old brands, and old catering brands are accelerating their "popularity" among young people. Young consumers are keen to check in old brand stores on Dianping, and in addition, looking for affordable canteens of old brands on takeaway platforms has become an emerging consumption scene in the young market.
"At present, young consumers are paying more and more attention to health and affordable consumption, and old brands are also following the trend of product and scene innovation. According to the analysis of industry insiders, with the younger consumption structure of old catering brands, the diversification of products, the integration of new formats such as instant retail, and the active expansion of service radius and scope, it will reach the mass consumer group more efficiently.
Text/Image: Mao Xinhui
Editor: Li Ling
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