Find new ways, open up new channels

Exploring "contactless service" in the catering industry (consumption window · reducing the impact of the epidemic and stabilizing consumer consumption②)

Core reading

The new crown pneumonia epidemic has a greater impact on China's catering industry. With limited dining, many catering companies have begun to actively seek new ways, open up new channels, and explore digital transformation. Relevant departments should also introduce more targeted policies and measures to promote green, economical and high-quality development of the catering industry

The impact is obvious, and the revenue declines

The impact of the epidemic on catering consumption is short-term, and China's large-scale catering market will not change due to the epidemic

The sudden outbreak of new crown pneumonia has brought a big impact to the catering industry. People's outings and wedding banquets have been canceled. A large number of catering stores have ceased operations and the financial pressure is greater.

"The monthly salary expenditure is about 70 million yuan, and the rent is more than 30 million yuan. In addition to the water and electricity costs, the monthly fixed expenditure exceeds 100 million yuan." Shu Congxuan, chairman of Anhui Laoxiang Chicken Catering Co., Ltd. said that during the epidemic, Laoxiangji closed more than half of its 800-odd stores nationwide. Even if it is still open, its operating income is only about 30% of its normal level.

According to the estimates of the Chinese Cooking Association, the epidemic caused about 500 billion yuan in losses to the catering industry only during the 7-day holiday period of the Spring Festival. The survey report released by the Meituan Research Institute shows that due to the impact of the epidemic, the restaurant catering business has almost stopped. In addition to the cancellation of the Chinese New Year dinner and the sharp decline in operating income, catering merchants must also face fixed operating costs such as loss of raw material preparation, house rent, and employee social security. Survey data show that 70.7% of catering businesses have rent pressure; 41% of businesses have labor cost pressures; 40.9% of businesses have raw material pressures.

"At present, the life of the restaurant industry is not good. However, no winter is insurmountable, and no spring will not come." Yang Liu, president of the World Federation of Chinese Restaurant Industry, said that diet is the most basic need of people and is what people need for a better life An important part, after the epidemic, China's catering industry will develop rapidly.

Han Ming, president of the China Hotel Association, said that the impact of the epidemic on catering consumption will be short-term. After the epidemic is over and production and life return to normal, catering consumption will return to normal. China has the world's largest food and beverage consumption market. Last year, the country's food and beverage revenue reached 4.67 trillion yuan. Such a large-scale food and beverage market will not change due to the epidemic.

Yang Liu believes that after the epidemic, consumers will have higher requirements for food safety and healthy catering. Catering companies must take an active role, actively adjust their business philosophy, and promote their operations to a new level.

Take the initiative and actively transform

Catering companies accelerate the development of online business, and takeaway services such as "contactless delivery" have become new growth points

Establishing an online flagship store, launching a live broadcast of "Cloud Chef", and providing "contactless services" ... In response to the impact of the epidemic, many catering companies have begun to actively seek new ways, develop new channels, and explore digital transformation.

—— "Online Broadcasting" provides a new "circle fan" path for restaurants. Some catering companies are accelerating the development of online business, conducting business expansion, customer communication, order fulfillment, logistics and distribution management through the Internet.

"First, we stir-fry the pickled pepper fungus with a little red oil, then add the shredded pork, blend with the small ingredients, add the lettuce and fungus, heat it in the pot, and finally collect the juice out of the pot." Recently, in a During the live broadcast of "Chef Cloud", Ye Yili, the chef of Chinese food at Beijing Donghai store in Dongpo, Meizhou, showed you the production process of shredded pork.

Du Junhui, director of the e-commerce department of Dongpo in Meizhou, said that there are more than 130 offline stores in Meizhou Dongpo, and more than 60 have been resumed. Through the new model of online live streaming, the sales of luncheon meat of the "net red" products of Dongpo in Meizhou increased more than 20 times compared with the same period last year.

Relevant person in charge introduced that through the "cloud chef" activity, businesses can reduce inventory, ease funding pressure, and expand sales channels. Some companies give full play to their production functions and expand their business channels by selling semi-finished products, frozen products, and pre-packaged food.

——Takeaway has become an important channel to solve the development difficulties of catering enterprises. Some takeaway platforms and catering companies have launched "contactless delivery" services such as "easy delivery", "mobile dining hall", etc., in order to minimize the direct contact between consumers and corporate employees in ordering, production, and distribution to ensure food safety. The number of take-out dishes and standardized semi-finished product distributions of some signature dishes have increased rapidly.

"Hello, your meal is coming. Please inform a transfer point. I will safely transfer the meal with you. Thank you." This spring, Wang Yu, a KFC delivery rider in Shanghai, did not return to his hometown to celebrate the New Year, and he was still busy. On the job.

Starting from January 30, KFC Home Delivery and Pizza Hut Home Delivery launched simultaneous "contactless delivery" services nationwide. From February 1st, some KFC restaurants piloted the "no-touch food pick-up" service. After ordering, customers can collect their own meals at the counter with the order number, and some restaurants are also equipped with self-collection shelves to facilitate consumers to pick up their own meals. Pizza Hut's take-out also takes similar measures. After ordering buffet meals, customers can pick up their meals at the restaurant's "take-away pick-up location" with the order number.

"While doing a good job in epidemic prevention and control, we try to keep our stores open and insist on carrying out delivery services to provide customers with daily food security." Qu Cuirong, CEO of Yum! China said.

The latest survey by the China Cooking Association shows that affected by the epidemic, the take-out portion of the surveyed enterprises accounted for 63% of the total sales, an increase of 45 percentage points compared with the situation before the epidemic. Are you hungry? The data shows that in the past month, more than 150,000 offline stores across the country have newly settled on the platform, quickly launched takeaway services, and resumed business online.

——Group meals have become a new revenue growth point. With the orderly advancement of resumption of work and production, many catering companies are targeting the corporate dining market and launching group dining businesses. According to the relevant person in charge of the Beijing Catering Industry Association, there are 1,387 restaurants in Beijing that can provide meals for working groups. By providing group meals, on the one hand, it helps the catering companies to stop losses, and on the other hand, it can also help solve the problem of employing staff to protect the meals after the resumption of work. "It is expected that more catering companies will join the group meal market."

On February 12th and 13th, KFC and Pizza Hut successively launched "Enterprise Exclusive Delivery" upgrade services to provide convenient and safe catering services for returning enterprises.

"After the resumption of work and resumption of production," enterprise special delivery "is a good solution to the meals of employees of resumed enterprises." Qu Cuirong said, "We will make use of the advantages of a huge network of stores, seamlessly connect online and offline, and use high-quality products and caring Services, allowing employees of resumption companies to eat a safe and convenient meal safely and securely. "

All parties work together to overcome difficulties

The Ministry of Commerce will work with relevant departments to further study and introduce more targeted policies and measures

Recently, Yao Weiwei, the general manager of Wuhan Kaiwei Beer House, finally closed his brows, and the company's application for the repayment of the loan interest of 5.74 million yuan in Wuhan Zhongbang Bank for three months has been reviewed.

"This is really giving away charcoal in the snow!" Yao Weiwei said, the company's loan at Zhongbang Bank needs to repay interest on a quarterly basis, and now it can be postponed for a quarter to repay interest, and the operating pressure is much less.

Kaiwei Beer House is headquartered in Jiang'an District, Wuhan City. Affected by the epidemic, the company's three chain stores in the city are currently closed. In order to ensure the lives of more than 100 employees, employees' salaries and store rents are still about 50 per month. Ten thousand yuan.

Yao Weiwei said that small and medium-sized enterprises accounted for the majority in the catering industry, and there were few collaterals. Before the catering market returned to normal order, it was necessary to ensure that the enterprise's capital chain continued to be inseparable from the strong support of government departments.

On February 1, the People's Bank of China and other five departments issued the "Notice on Further Strengthening Financial Support for Prevention and Control of New Coronavirus Infection and Pneumonia Epidemic", which clarified the wholesale and retail, accommodation and catering, logistics and transportation, and cultural tourism that were greatly affected by the epidemic. In other industries, it is not allowed to draw loans blindly, cut off loans, or press loans.

The questionnaire survey conducted by the Ministry of Commerce on more than 4,000 living service companies shows that as of February 25, 22% of the companies said they have enjoyed support policies. Some large-scale accommodation and catering companies have been supported by bank loans, which has significantly eased the financial pressure. .

In addition to increasing financial support, recently, in order to further reduce the operating pressure of catering companies, relevant departments have also introduced a series of support policies.

Reduce corporate taxes and social insurance premiums. The tax authority stated that during the epidemic prevention and control period, income from living services such as accommodation and catering companies was exempted from VAT; small and medium-sized enterprises outside Hubei were exempted from February to April of pension, unemployment, and work injury insurance premiums, and large enterprises were reduced by half; Levy of pension, unemployment, and work injury insurance from February to June.

Increase support for individual industrial and commercial households. The market supervision department stated that in the first half of this year, individual industrial and commercial households that were unable to pay the electricity and gas costs in full due to the epidemic situation implemented the "non-stop payment of arrears" measure. Individual industrial and commercial households in industries that have been severely affected by the epidemic, such as commercial circulation, catering and food, and their prices for electricity and gas enjoy the country's phased cost reduction policies.

In addition, some places have introduced corresponding policies to reduce or exempt SME rents. Commercial real estate developers such as Wanda Plaza, Suning Plaza, Red Star Macalline, and Longhu Group also announced rent reductions for commercial properties.

"The epidemic will not change the trend of rapid development and continuous upgrading of the living service industry such as accommodation and catering. The Ministry of Commerce will further study and introduce more targeted policies and measures with relevant departments to promote the green, economical and high-quality development of the catering industry." Wu Guoyi, director of the Department of Trade and Services, said.

Luo Shanshan