The mainland is a big country with food culture, and there are many "famous dishes", "famous snacks", "famous chefs" and "famous restaurants" with local characteristics. Not long ago, the Ministry of Commerce and other 9 departments issued the "Guiding Opinions on Promoting the High-quality Development of the Catering Industry", proposing 22 specific policy measures.
Last year, the mainland's catering revenue reached 5.29 trillion yuan, with more than 6 million business entities and more than 20 million employees, accounting for more than 11% of the total retail sales of consumer goods. Promoting the high-quality development of the catering industry can better play the important role of the catering industry in expanding consumption, stabilizing employment, ensuring people's livelihood, and inheriting and carrying forward the excellent traditional Chinese culture.
Wuhan Dream Times is the world's largest pure commercial body, integrating commerce, culture, tourism and sports, with an average daily passenger flow of 100,000 people. The multi-faceted and multi-scene here restores the culture and feelings of the old Wuhan wharf, which is a nostalgic national trend.
Nowadays, many cities are creating food districts of various styles, and many neighborhoods will leave consumers with a sense of déjà vu. For example, this immersive experience of the old Wuhan national tide style, at the end of 2021, Wuhan opened one, which once became a new Internet celebrity check-in place in Wuhan at that time. But when the reporter came here again, it was already very deserted.
Now you can only see the scene through some pictures on the Internet. is also the old Wuhan, the same immersive experience, at that time, some netizens posted that they came to pick up the number at 6:10 in the evening, and there were already 1,765 people lined up in front. It has been closed for more than two years, and how to make the Internet celebrity check-in place become an "ever-popular" check-in place is a problem that many food streets need to think about.
Many food districts are no longer sought after by consumers soon after opening, because the homogenization phenomenon is more serious. How to make your own differentiation and be recognized by consumers is a common topic in many food streets. In order to make this differentiation, "Chufeng Han Flavor" brings together 21 time-honored brands and well-known catering enterprises in Hubei.
Every time-honored brand and well-known catering company is a local Internet celebrity, and a number of Internet celebrities have joined forces to settle in "Chu Feng Han Flavor", which has brought unique traffic to "Chu Feng Han Flavor". Almost every long-established store has more daily sales than stores in other places.
Yao Huan, deputy director of the Wuchang District Bureau of Commerce of Wuhan City: "The creation of food streets must be deeply rooted in the characteristics of a local food culture; It is necessary to adhere to the dislocation development, and then attract different consumer groups. ”
The "Guiding Opinions on Promoting the High-quality Development of the Catering Industry" issued by the Ministry of Commerce and other 9 departments proposes to cultivate and identify a number of Chinese food blocks. To create a food street and create a new scene of consumption is actually to innovate new forms of consumption and build new forms of consumption, so as to enhance the new value of culture. In this way, we can continue to attract consumers and make "Internet celebrities" into "ever-popular". The Fire Palace in Changsha, Hunan Province is a century-old restaurant in Changsha, and in the past few years, it was once plagued by fierce market competition.
In 2014, on the basis of the original authentic Hunan cuisine, the Fire Palace opened a snack kingdom, bringing together more than 300 kinds of well-known snacks with Hunan characteristics, and the business was booming for three years, and began to decline after three years.
Tan Fei, general manager of Changsha Fire Palace Co., Ltd., Changsha Catering Group: "The government's original proposal was to rely on the Fire Palace to build a food distribution center with Changsha characteristics, and the competition was too fierce. We are the first mover, everyone's eyes are on us, and we have launched new products in two days. ”
In recent years, Changsha has become an "Internet celebrity" in the national cultural tourism market with its unique landscape and cultural environment, and is on the list of "Top Ten Cities for Tourism", which is a popular tourist destination for young people. The continuous flow of young people has promoted the prosperity of Changsha's catering industry. Consumers can easily buy snacks on the street while strolling, and the flow of customers to the Fire Palace is rapidly losing.
How to attract young people to check in the fire palace has made the operators of the fire palace think a lot of time. In the production of snacks, the Fire Palace has made the traditional stinky tofu, sugar and oil baba, and scallion oil baba more in line with the taste of young people, and at the same time, it is also trying to change the old look into a new look.
Take advantage of the antique external environment to invest in creating a "fire palace light show"; Redecorate the dine-in environment to incorporate more fashion elements; Increase check-in points in stores and courtyards, increase cultural and creative products and services, and attract young consumer groups to check in and consume; Give full play to the cultural attributes of time-honored brands, hold festivals with different themes and novel forms on holidays, cooperate with a number of theater troupes and intangible cultural heritage organizations, and hold various performances and skill displays. The Fire Palace can be said to have tried its best, and the new consumption scene has been successful.
Time-honored brands wear new clothes and new consumption scenes, attracting many young people to check in, and then young people will push the stream. During the Qingming holiday just past, the Fire Palace received 50,000 visitors, a year-on-year increase of 28%.
The inheritance is not conservative, and the fire palace can be said to be constantly pleasing and catering to the interests of young people and new consumption trends. The guidance of the 9 departments proposes to innovate catering consumption scenarios, encourage the development of night catering, casual catering, cultural tourism theme catering, etc., and promote the integrated development of catering and related industries. Convergence is also innovation.
Liu Tao, Deputy Director of the Institute of Market Economy of the Development Research Center of the State Council: "The consumption scene of innovative catering is empowered by some digital technologies, including some cultural injection, to form some combined new business formats, which more reflects such a model of experience." ”
In today's fierce competition in the catering industry, consumers have more choices, and time-honored brands are no longer "lifelong". The reason why reporters pay attention to these time-honored restaurants is because they can best reflect the problems that may be encountered on the road of high-quality development of the catering industry.
Founded in 1927, Lu Wei Zhai is a time-honored brand in Jinan, which has been passed down for three generations, and the production process of the main product is the intangible cultural heritage of Shandong Province.
As a time-honored brand, Lu Wei Zhai has decades of experience in the master, but handmade, it is inevitable that there will be deviations in time, temperature, and heat, which directly affects the taste and mood of old customers. If you want to make the time-honored brand bigger and stronger, standardization is the most realistic problem in front of you.
With standards, it is possible to introduce and develop fully automatic equipment that guarantees both quality and output. Soon, Lu Wei Zhai opened more than 100 stores next to the old and new communities in Jinan. 9. The guidance of the department proposes to encourage the formulation of technical standards in key areas such as the production of local cuisine. Standardization can reduce the cost of the industry, so that the store is unified, the taste is stable, and the health is safe. At present, many places in the country have formulated relevant standards in order to bring food with distinctive regional characteristics out of a county and into the whole province and even the whole country.
In recent years, consumers have changed from being full and well-fed in the past to now having an increasing demand for environmental quality and experience value, and the drive of consumer demand is bringing changes to the catering industry.
Liu Tao: "The high-quality development of the catering industry is to emphasize the richer and more diverse industry structure, the continuous improvement of production efficiency, and finally the continuous improvement of consumer satisfaction and service quality evaluation while the scale of the industry continues to expand. ”
The high-quality development of the catering industry requires integrity and innovation. Time-honored brands are actively seeking change, and new forces are constantly exploring and moving forward in the market.
Chao Yixing was founded in 1993, focusing on rice and dry rice, and has encountered many difficulties in its own development process. In the early days of opening branches, Chao Yi Xing, like many chain restaurants, aimed at popular business districts.
How to find out their own positioning? Chao Yixing made a lot of attempts, and finally found that instead of staring at those tall business districts, it is better to return to the community and serve the community residents.
Community canteens and people's kitchens must be cheap and delicious in order to have repeat customers. While ensuring product quality, there must also be a price that is close to the people.
Song Yefei, assistant general manager of Jinan Chaoyixing Catering Co., Ltd.: "Chaoyixing has pursued the number of customers over the years, rather than staring at the unit price, and we hope to achieve a high repurchase rate, rather than a high gross profit margin." We are centralized procurement and unified distribution, so that we can cooperate with manufacturers with the advantage of scale, get high-quality products at relatively appropriate prices, and then give them to our consumers at a price close to the people. ”
Once the track of benign development is touched, the development will be very fast, and now Chaoyixing as a community canteen with a civilian price has more than 600 branches in Shandong Province, and has also gone out of Shandong and opened branches in Hebei and Beijing.
This time, the introduction of the guidance of 9 departments is aimed at the common problems in the catering industry, and the purpose is to serve the practical needs of the masses, and only in this way can we truly promote the high-quality development of the catering industry.
Wang Bo, Deputy Director of the Department of Trade in Services of the Ministry of Commerce: "The main thing is to strengthen brand demonstration on the basis of strengthening food safety supervision, improve the catering consumption environment, cultivate a number of catering agglomeration areas and snack industry clusters, optimize the supply of catering services, provide diversified choices for the people, make the masses more satisfied and more convenient, and better play the important role of the catering industry in benefiting people's livelihood, stabilizing employment and promoting consumption, and promote high-quality economic development." ”
In 2023, the catering industry in mainland China will recover significantly, with the national catering revenue reaching 5.29 trillion yuan, a year-on-year increase of 20.4%. However, at the same time, the quality and structure of catering service supply are still difficult to meet the people's growing needs for a better life, and problems such as extensive development mode and weak safety foundation still exist. For promoting the high-quality development of the local catering industry and making catering enterprises better and stronger, the issuance of the guidance is a good opportunity. It is hoped that through this opportunity, more catering Internet celebrities will become "ever-popular", and consumers will be able to eat more delicious, safer, fresher and more cultured.
Source: China Food Safety Network