The scale of users is nearly 500 million, and the overall scale of the takeaway market is 835.2 billion yuan.
"Takeaway+" opens a new format for industry development
Three meals a day, fresh vegetables, medicines and sundries...Take-out services have now covered many corners of people's lives. Consumers only need to move their fingers to deliver all kinds of meals and daily needs.
According to statistics, by the end of 2020, the number of Chinese food delivery users has reached nearly 500 million, and the overall scale of the food delivery market has reached 835.2 billion yuan.
Supper afternoon tea becomes a new favorite
"It's a few degrees Celsius outside. I didn't expect the milk tea to be delivered to the hands." Recently, Ms. Zhang, who works in Beijing's CBD, has become a frequent visitor to major food delivery platforms.
In addition to daily work meals, she and her colleagues have successfully “pulled the grass” through more than ten Internet celebrity dessert shops around the company through take-out orders.
Meituan data shows that during the New Year's Day this year, the volume of food and beverage delivery in Beijing increased by 17.4% year-on-year, and the transaction volume increased by nearly 40% year-on-year.
Some catering companies actively increase non-dining business through online channels, increase the types of semi-finished products, and launch various packages other than "three meals a day" according to the actual needs of customers around the restaurant, and use online ordering, takeaway, and group purchases Continue to expand sales through discounts and other methods.
"Now many brand stores that specialize in exquisite afternoon tea are also online on the takeaway platform, providing us with more attempts and choices." Ms. Zhang told reporters that companies in Beijing's CBD often have business meetings and afternoon tea needs, many For this purpose, the store specially launched a personalized customized afternoon tea, coupled with the punctual delivery service provided by some takeaway platforms, the conference preparation can finally be "one-click done".
In addition to afternoon tea, midnight snacks have also become the new favorite of consumers to place takeaway orders.
In Hainan, local specialties such as "Qingbuliang" and Houanfen frequently appear on supper orders, and "ordering takeout and supper" has long become a habit of local residents to relax and greedy at night.
It is understood that Haikou’s local night-time take-out orders have grown rapidly since April last year, and some stores rely on take-out platforms to provide overnight order-taking services to meet the growing demand for “night economy” services.
Start the road to recovery online
The development of takeaway services not only brings more choices and convenience to consumers, but also provides a new path for the catering industry to get rid of the impact of the epidemic and promote the recovery of the catering industry.
Every evening, the sign of "Dongchuan Dinner" in Enzhou Main Alley in Guangzhou is lit up, and all kinds of roast meat are neatly hung in the bright window, attracting people's coveting.
Unlike other restaurants, brightly-dressed takeaway boys accounted for the vast majority of the long line at the door.
Although there are only 20 to 30 square meters of stalls and 35 chefs, Dongchuan Restaurant can "receive" hundreds of customers within half an hour, and has become a veritable "big traffic user" in the restaurant industry.
Relying on the small store operation of "Takeaway + Takeaway + Light Dinning", Dongchuan Restaurant will open 13 new stores in 2020, and the growth rate has doubled compared with previous years.
As the epidemic prevention and control work has entered the stage of normalization, the consumption concept of "no contact, less gathering" has gradually been accepted, and the "light dine-in" catering model like Dongchuan Restaurant, which mainly focuses on "takeaway food and dine-in food" It has gradually become popular all over the country.
Beijing’s veteran restaurant company Ziguangyuan is also aware of the value of the “light dine-in” model. Its take-out stalls have been upgraded several times, from the take-out window originally attached to the restaurant to the “exquisite version” of version 4.0. There are also stall shops and independent supermarket shops.
"During the epidemic prevention period, the flow of all our stores came from stalls." Liu Zheng, President of Ziguangyuan, said that the reason why Ziguangyuan has been able to go to this day lies in the stall model that has been vigorously developed.
"For example, in the Tongzhou store, there is a 12-square-meter stall at the entrance of the store with more than 6,000 square meters, and the daily flow is 80,000 yuan. The 12 square meters drive 6,000 square meters."
Data show that in 2020, more than 670,000 new takeaway-related companies will be added in my country, and the catering industry will recover steadily during its transformation.
The relevant person in charge of the China Hotel Association said that food delivery provides a new form of catering consumption, expands the radius of the business circle, and creates new catering consumption demand.
The continuous and rapid growth of the food delivery industry has further promoted the online and offline integration of the catering industry, especially during the epidemic prevention period, which has played an important role in the recovery of the catering industry and boosting overall consumption.
"Takeaway+" releases greater potential
Since 2020, "home consumption" and "home delivery" have become a new model of the Internet economy under the epidemic.
A large number of high-star hotels, high-end catering companies and large-scale dinner companies have accelerated their take-out business, breaking the inherent impression of “cheap and low-quality” take-out, and driving the catering packaged food, catering semi-finished products, catering and catering materials and other business integration of the takeaway industry development of.
At the same time, a number of takeaway platforms have also made full use of years of attempts and accumulation in the "non-meal" consumption scene, breaking through the traditional "three meals a day" single fixed formula, and moving towards a more diversified development path.
Under the development concept of "Takeaway+", the food delivery industry is showing a trend of expanding to more categories and more consumption scenarios.
For example, in Qiantang New District, Hangzhou City, Zhejiang Province, the mode of purchasing drugs through online ordering stores has now become the norm, successfully opening up the "last mile" of drug delivery and drug delivery.
Citizens only need to open the take-out software in their mobile phones, choose a nearby 24-hour pharmacy, find the medicines they need and place an order, and the take-out brother will deliver the medicines "extremely fast."
Consumer products such as daily necessities, high-end clothing, and electronic products have also joined the ranks of food delivery.
Industry insiders pointed out that with the increasing acceptance and acceptance of online consumption such as takeaways by consumers, the development model of "takeaway + multi-category" will release greater market potential for the development of the industry, and the takeaway industry will usher in more Broad development space.
Jin Chen