People take food as their heaven.
In the first half of this year, although the catering industry was hit again by the epidemic, as the epidemic prevention and control situation gradually improved, the fireworks in the catering market in various places accelerated.
During the Mid-Autumn Festival holiday that just passed, catering sales in Beijing, Shanghai, Wuhan and other places were booming, and the operating income of catering enterprises achieved rapid growth.
Experts said that with the gradual implementation of a series of policies to support the recovery and development of the catering industry, and the catering industry gradually adapting to the changes in the epidemic, actively seeking innovation and changes, broadening sales channels, and opening up growth space, under the premise of normalizing epidemic prevention and control. , the catering industry is expected to usher in further recovery.
Income grows in steps
"In the days of the mid-autumn holiday, even the logistics and administrative colleagues came to the front hall to help with the reception, fetching water, and packing takeaways." Guo Suhong, deputy manager of the catering department of Beijing Tongheju Hotel, told reporters that lunch is usually around 13:30. It's closed, and I have to be busy until after 15:00 every day during the small holiday. The executive chef went to help wash the dishes after the meal was closed.
According to reports, on the day of the Mid-Autumn Festival, the single-day sales of Tonghe Juyuetan store exceeded 200,000 yuan, almost twice that of the usual weekend.
According to data provided by Beijing Huatian Catering Holding Group Co., Ltd., during the Mid-Autumn Festival this year, the sales of catering stores directly under Huatian Group increased by 27.28% year-on-year, of which Tongheju increased by more than 36%, and Makai Restaurant Gulou shop achieved a high of 51.5%. Amount of growth, Huifeng Restaurant, Huatian Eryouju, Huatian Yanji Restaurant, Qingfeng Steamed Bun and other brands have achieved growth.
Affected by the epidemic, the catering industry suffered another blow in the first half of this year - many places suspended dine-in, and even takeaways were suspended.
As the epidemic prevention and control situation continues to improve, the recovery of the catering industry in various regions has accelerated, and catering units have also actively expanded their customer groups, effectively releasing the consumer demand of residents, demonstrating the strong recovery speed and broad development potential.
Since the 18th National Congress of the Communist Party of China, the revenue of my country's catering industry has nearly doubled from 2.4 trillion yuan in 2012 to 4.7 trillion yuan in 2021.
Among them, except for the sluggish development affected by the epidemic in 2020, there is a step-by-step growth every year.
In 2021, the national catering industry revenue will account for 10.6% of the total retail sales of consumer goods, and starting from 2015 (except 2020), the annual growth rate of the national catering industry revenue will be greater than that of the total retail sales of consumer goods.
It is not difficult to see that the catering industry has continued to play an important driving role in promoting economic growth and driving consumption.
Small and medium-sized chain brands are growing rapidly.
According to the "2022 China Chain Catering Industry Report", judging from the year-on-year increase in the number of brand stores of different scales in 2021, the largest increase in the number of stores is the chain brand with 3 to 10 stores, an increase of 23% year-on-year .
Catering categories have also been continuously refined. Among the distribution of chain catering stores from 2019 to 2021, the number of snack fast food stores has topped the list in the past three years, accounting for nearly 50%.
Specialty dishes, barbecue and local dishes are the three categories with the highest growth rate in 2021, and the number of chain stores has increased by 33.2%, 27.6% and 22.1% year-on-year respectively.
The number of catering-related business registrations also maintained a net increase.
According to the company's data, in 2021, there will be 3.34 million newly established catering-related enterprises in my country, a year-on-year increase of 34.68%, higher than the number in 2019, and 97% of the newly established enterprises have a registered capital of less than 5 million yuan.
It can be said that the catering industry continues to attract entrepreneurs, and the industry competition is still fierce.
Online and offline integration development
Under the background of normalization of epidemic prevention and control, customer consumption habits have gradually shifted from offline to online.
In this regard, the sales models of catering companies have also shifted from dine-in to online and offline multi-channel integration.
"We used to think that online is a supplement to dine-in, but now it seems that both are very important, embracing online has become a 'must answer'." Zhou Yanlong, general manager of Quanjude, analyzed, "Online and offline consumption Different scenarios and customer groups have different needs. We found that the new generation of consumers likes to find stores through mobile phones, buy packages and then go to stores to consume, so we update online packages in real time according to the data of each region. According to the consumption characteristics of different regions in Beijing Launching new products, such as the launch of multi-family packages for 8 people and 10 people in the Quanjude front store, which mainly focuses on tourists from different places, while the Universal City Avenue store, which has a large number of young consumers, has launched the Universal Happy Roll single meal.”
The role of food delivery platforms cannot be ignored.
In April this year, take-out orders in Beijing's catering market rose rapidly, and some small and medium-sized catering merchants mainly engaged in dine-in also gradually launched online sales.
For example, Huaxiaoxiao Xinjiang Fried Rice Noodles. After the new product is launched, it will first launch the takeaway channel. If the market response is good, it will start to create a "dual home" model with dine-in.
"After experiencing the impact of the epidemic, the digital transformation of the catering industry has accelerated, and it has gradually become an industry consensus that takeaway and dine-in are equally important." Wang Puzhong, senior vice president of Meituan and president of the Daojia business group, believes that although the epidemic has caused the offline expansion of the catering industry The "pause button" was pressed, but at the same time the "acceleration button" was pressed for catering companies that actively embrace digital transformation.
In the context of the accelerating digitalization process, the catering industry has entered the era of "dual home" where both dine-in and takeaway are emphasized. For catering merchants, if they want to grow and develop in the fierce market competition in the future, their thinking mode, business model and organizational ability need to be Some innovations and a reasonable proportion of dine-in and take-out will bring about overall benefit optimization.
According to the National Bureau of Statistics, from 2013 to 2021, the average annual growth rate of catering revenue is 7.7%.
Driven by factors such as the continuous increase in the penetration rate of the Internet, especially the mobile Internet, takeaway catering services have grown rapidly in recent years. From 2019 to 2021, the average annual growth rate of catering distribution and takeaway food delivery services for units above designated size will exceed 15%, of which 2021 Year-on-year growth of more than 30%, the growth rate was significantly faster than the overall level of the catering industry.
This shows that more and more catering merchants are exploring online takeaway channels to gain room for growth.
From the perspective of industry development characteristics, the catering industry has entered an era of new operating models with new products, services and new technologies as breakthroughs.
At the same time, the temporal and spatial scope of business operations of catering merchants has also been expanded, effectively mediating the contradiction between reception capacity and dining crowds during the peak and trough periods of dine-in meals, and making due contributions to coordinating epidemic prevention and control and economic and social development.
The relevant person in charge of the China Cuisine Association said that with the rapid development of Internet technology, new models such as live broadcast and short video have also rapidly reshaped the way consumers obtain information and become an important channel for catering companies to attract traffic.
Catering is a high-frequency fast-moving consumer goods. Catering companies must continue to innovate in order to maintain long-term appeal to consumers.
Collaborative efforts to help enterprises bail out
While the new form of catering industry is booming, it is also facing many development difficulties.
Since the outbreak of the new crown pneumonia epidemic, the catering industry, as a contact and clustering industry, has continued to experience coldness.
Although the market size of the domestic catering industry has generally recovered to the level before the epidemic in 2021, due to the spread of the epidemic in the first half of this year and the suspension of dine-in meals in many places, the catering industry still needs to recover further.
One end of the catering industry is connected to the people's dining table, and the other is related to economic development.
Since the beginning of this year, in order to help the industry get out of the predicament, relevant relief policies have been introduced from the central to local governments to help the catering industry recover and develop.
In March this year, the Ministry of Finance and the State Administration of Taxation jointly issued an announcement, proposing that from April 1, 2022 to December 31, 2022, small-scale value-added tax taxpayers will be subject to a taxable sales income of 3% and exempt from value-added tax. Tax.
Subsequently, 11 departments including the Ministry of Commerce and the National Development and Reform Commission jointly issued the "Notice on Doing a Good Job in the Implementation of Supporting Policies to Promote the Restoration and Development of the Catering Industry", which clearly requires the accelerated introduction of relevant subsidy measures and the expansion of corporate financing channels and other aspects. Promote the recovery and development of the catering industry.
At the same time, various localities have also introduced relevant support and assistance measures tailored to the catering industry according to local conditions.
For example, Beijing, Guangdong, Anhui and other places have accelerated the release of consumption potential and injected new vitality into the catering industry by issuing consumer coupons and digital RMB red envelopes.
In the face of the impact of the epidemic, catering companies are also actively looking for a turning point, seeking breakthroughs through innovative promotion methods such as "conserving the market", striving to ensure market supply, exploring technological innovation, and quickly adapting to the dynamics of dine-in and delivery. The trend of symbiotic development.
At the same time, actively adjust the product structure, enter the prefabricated food track, and expand new retail under the trend of opening up offline and online channels.
Corresponding to the steady progress of the catering market, through more than 10 years of governance, my country's food safety situation has steadily improved, and through the establishment of regulations and the implementation of food safety strategies, food safety governance has been promoted into a sustainable and healthy development track.
In 2021, the national food safety supervision and sampling inspection pass rate will reach 97.3%, an increase of 1.9 percentage points over 2012.
Food safety is directly related to the vital interests of the broad masses of the people.
The relevant person in charge of the China Cuisine Association said that the long and complex industrial chain is an important feature of the catering service industry. In order to fundamentally change the current situation of food safety in the catering industry, the government, industry associations and enterprises and other forces need to participate in, jointly promote, Common development, forming a food safety social governance pattern of joint construction, joint governance and sharing, to meet the people's growing demand for food safety and quality improvement.
For catering enterprises, they should earnestly fulfill their main responsibility for food safety, uphold the concept of honest management, and improve the food safety management system.
Gillette