Our reporter Ma Jing
Intern Yang Ziyu
The shredded chicken is hung in the glass cabinet, and the zeng cakes, sugar fired and fried lotus root boxes are lying flat on the counter... In the upgraded Carrefour Shuangjing store, new specialties from Ziguangyuan have been added. Since the beginning of this year, Huatian Eryouju, Huguosi Snacks, Meizhou Dongpo and other catering companies have all settled in supermarkets, exploring new ways through innovative products and opening "shops in shops". While this new way of food super cross-border cooperation is convenient for citizens to consume, it has also become a new driving force to boost offline consumption.
■The restaurant’s signature dishes can also be bought in supermarkets
Last Saturday, Carrefour Shuangjing shop re-launched after more than 20 days of renovation and renovation. The century-old Ziguangyuan has appeared next to the fresh food area to produce and sell specialty snacks. The "shop-in-shop" of tens of square meters is filled with the fragrance of meat cakes, and the old-fashioned sauce braised shredded chicken, beef with soy sauce and sesame biscuits. The smell, greedy people immediately lined up.
"His house is an old brand. Now you can buy signature dishes without going to a regular restaurant. It's really convenient." Sister Sun, who took the cart to buy food early in the morning, directly picked the shredded chicken and zeng cake.
According to the relevant person in charge of Ziguangyuan, this "shop-in-shop" has a maximum single-day turnover of 13,000 yuan. The peak queuing period is from 10 am to 12 am and from 5 am to 7 pm in the evening. At present, there are already 70 large supermarkets and community stores such as Carrefour and Jingkelong. Ziguangyuan is expected to open this year.
"We are still negotiating with the Bianyifang Group to introduce more than a dozen old brands such as Duyichu, Laozhengxing, Jinfang, etc., to create an'old brand street' in the store." The relevant person in charge of Carrefour said that through the launch of the restaurant Ultra-cross-border cooperation can provide existing customers in the store with a richer variety of products, while also attracting more customers to visit the store. This year Carrefour will renovate all stores in Beijing and introduce more specialty restaurants in areas where conditions permit.
■The staple food is popular after opening a store
In addition to Carrefour, Supermarket, Wumart, etc., Beijing Supermarket is also accelerating the pace of cooperation with catering. Catering companies have developed new products to facilitate supermarket customers to buy home.
In the supermarket on Yongding Road, the first supermarket mini store of the time-honored Eryouju has been open for more than a month. The reporter saw at the scene that Eryouju’s meatloaf and steamed buns were put into fresh-keeping boxes and sold in boxes with a one-day shelf life. There were more than a dozen cold and braised vegetables on site. Aiming at the characteristics of supermarket consumption, Eryouju also developed portable food such as Baozangjuan. According to the staff, it has just opened for more than a month and the staple food is the most popular.
The relevant person in charge of Huatian Group revealed that Eryouju's first supermarket mini-store has basically achieved profitability. At present, time-honored brands such as Tongheju and Qingfeng Baozi Shop under Huatian are also negotiating cooperation with related supermarkets.
In addition, the mini stores in Dongpo Meizhou also appeared in the supermarkets of Fa and Wumart. The reporter visited the Wumei Tiancun store and saw that the stalls in Dongpo of Meizhou were full of various dishes, not only semi-finished products such as Maoxuewang, but also instant fresh food such as chicken noodles, braised pork, and steamed buns, and Dongpo buckle meat and other frozen products with longer shelf life. There are also bag and boxed fast food such as Meizhou Dongpo sausage, luncheon meat, Dongpo buckle pork rice and so on. The staff said that the nearby stores deliver fresh dishes every morning and replenish goods at noon. Among them, chicken noodles are most popular with supermarket customers. At present, 5 Wumart stores have introduced Meizhou Dongpo mini stores.
■Mein super cooperation has policy support
"After the outbreak, more and more consumers are cooking at home, and their awareness of healthy eating has also changed. As a result, the consumption demand for cooked food and semi-finished products has surged." said Lai Yang, executive vice president of the Beijing Business Economics Association. With the modernization of the processing system of catering enterprises, large-scale processing of dishes has been realized, and opening up a retail scene has become a shortcut to expand sales. As for supermarkets, the introduction of products from catering companies can attract more consumers and further stimulate consumption. Such cross-border cooperation will increase in the future.
The reporter noted that the Municipal Bureau of Commerce has recently introduced several measures to support stable operations and development under the normalization of Beijing's time-honored epidemic situation, which clearly encourages cross-border cooperation between food and beverage outlets. According to the relevant person in charge of the Municipal Bureau of Commerce, the city encourages time-honored catering companies to open store-in-shops by signing joint venture contracts with supermarket chains, relying on supermarket staple food kitchens to make and sell various finished products, and to carry out "famous chefs in stores" activities on important festivals .
In terms of policy support, the city has also broadened the scope of financial support for time-honored brands and included them in the scope of government fixed asset investment subsidies for commercial projects. For eligible time-honored brands, up to 30% of the total investment in fixed assets can be assessed and approved. Subsidy.