With 8 yuan of yogurt and 2 yuan of steamed buns, young people are "emptying out" a century-old restaurant stall

　　"I usually want to buy a cup of Naipizi yogurt when I pass by Ziguangyuan. It costs 8 yuan a cup. It's good quality and cheap." Ms. Chen, who just graduated and came to Beijing to work soon, likes dairy products. The delicate-tasting Ziguangyuan Naipizi yogurt becomes the refrigerator in her home. Always prepared, "If you don't have time, just buy it directly from Meituan Takeout, and it can be delivered in half an hour."

　　In addition to Ziguangyuan Naipizi yogurt, old Beijing brands such as Gongmenmen steamed buns and Yili old bread are popular among young people. Meituan data shows that in the past month, the search volume for Ziguangyuan yogurt increased 10 times year-on-year, the search volume for Gongmenmen Steamed Bun Shop increased three times year-on-year, and the search volume for Yili Old Bread doubled year-on-year.

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　　Ziguangyuan has a history of more than 100 years. It specializes in Beijing home-cooked dishes. The stall menu basically covers all kinds of snacks in Beijing. It is regarded by many locals as a "cook who doesn't cook".

　　This time, Ziguangyuan successfully "won" young people with its 8 yuan cup of Naipizi yogurt. Before the Spring Festival, many young people go to Ziguangyuan to buy yogurt before going home. Starting with 6 bottles, they are taken together with Gongmenmen steamed buns as a "new Beijing specialty" for their families; after tourists come to Beijing, Ziguangyuan yogurt becomes There is a new round of must-buy souvenirs, and there are many check-in posts on social media.

　　After Ziguangyuan became popular, many stores adjusted the location of their yogurt cabinets and even moved them directly to street stalls. A waiter at a store near the North Third Ring Road said, "Naipizi yogurt has always been a classic product of ours, and it has become even more popular recently. According to experience, if you come after get off work, you will most likely not be able to buy it. It is safer to come before 4 p.m.

　　Grilled steamed buns and bean buns for 2 yuan, sugar flower rolls for 3 yuan, Baylor red bean rolls for 5 yuan... With its ultimate value for money, Gongmenmen Steamed Bun Shop has successfully captured the hearts of the younger generation of Beidiao, and paired with Ziguangyuan yogurt combination, it has become a simple choice for young people. meal. On social media, many young people even said that "Gongmenmen steamed buns must have a place in the list of Beijing specialties."

　　In order to adapt to the young consumer market, many old catering brands have launched Meituan takeout and group buying. Online and offline are deeply integrated and developed, and they are gradually glowing with new vitality. Meituan data shows that in the past month, the online sales of "Gongmenmen Steamed Bun Shop" increased by about 30% year-on-year.

Post-95s generation has become the main force of consumption, driving new growth of old catering brands

　　On April 1, Meituan released the "2023 Old Catering Brand Consumption Report" (hereinafter referred to as the "Report"). The report found that the consumption trend of old catering brands is obvious, with consumers under 30 years old accounting for 35%, 9 percentage points higher than in 2022. The distribution of consumption amounts in different time periods is relatively balanced. Among them, consumption at night (18:00 to 5:00 the next day) accounts for more than 40% of the overall transaction amount, which is in line with young people's consumption habits of working overtime at night and entertainment.

The consumption scale of old catering brands across the country continues to grow. (Picture source: "2023 Old Catering Brand Consumption Report"

　　The report shows that about half of the old restaurants mainly sell snacks and fast food, which are suitable for young people to eat or order takeout. Migrant workers in Beijing, Shanghai, Guangzhou and Shenzhen try big-name quality services at more affordable prices and explore the enduring secrets of old restaurants. This also drives the popularity of affordable products from a number of old brands, such as Ziguangyuan, Gongmenmen, and the most popular century-old Yili. Basic products, the unit price does not exceed 10 yuan.

　　"Product innovation of old catering brands continues to accelerate to meet the young consumer market's pursuit of healthy, practical and cost-effective needs. Various single products are very popular online, attracting young consumers to enter the store, which in turn drives the overall sales of the store, continues to be popular offline, and also It is in line with the current trend of quality-price ratio consumption," said a person related to Meituan.

　　Industry insiders analyzed that old catering brands use local retail platforms such as Meituan to operate online and offline, which not only conforms to the rational consumption psychology of young people, but also helps brands tap new local supplies and innovative business methods. “This is the current trend of old catering stores. A path towards rejuvenation. As more and more old brands participate, new business formats such as instant retail and community e-commerce may become the second curve of growth for old catering brands."