The mixed feelings of 2020 has finally come to an end. This is a year that has made many restaurants uncomfortable. This year, we fought against a common powerful enemy-the virus; this year, we faced an unprecedented test; this year, we showed amazing perseverance and unity; this year, we handed over a share Exciting answer sheet.

Taking history as a mirror can reveal the gains and losses, and the catering people work together to turn the crisis into an opportunity. It is these critical moments that promote the catering to a whole new level.

ONE

Transformation: retailing of catering

Open up the online battlefield

Event: On the eve of the Lantern Festival, Meizhou Dongpo turned the kitchen into a Taobao live broadcast room, the chef became the anchor, and online taught fans to make glutinous rice balls. Subsequently, more than 30 companies including Xibei Noodle Village, Xiaolongkan, Burger King, Papa John’s, Real Kungfu, Xiabuxiabu, Yoshinoya, Hongzhuangyuan, etc. joined one after another. A storm of new catering retail swept the entire industry, and catering brands have swept across the industry. Launch new retail products and expand sales channels.

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Event comment: It was a fancy self-help by catering people during the epidemic, but it completely opened the door to retail catering for the industry. The so-called retail catering is to transform traditional catering into retail products in a brand-new form.

The retailing of catering makes up for the fragmented catering scene that cannot be satisfied with dine-in and take-out. It can achieve 24-hour operation + unlimited sales radius, and has been warmly welcomed by young consumer groups; at the same time, this online + offline integration The business model has also helped the brand expand new sales channels and improve the original efficiency.

But looking at the brand that successfully entered the new retail of catering, you will find that it is not from 0-1, but from the process of 1-10. It not only has a foundation, a demand, a scene, and more consumption. For brands, catering retail not only has requirements for business categories, but also has certain thresholds for brand scale, which is based on systematic and professional operations.

TWO

Second card: use segmentation to grab the market

Group trumpet

Event: In January, Guangzhou's time-honored brand "Dian Du De" launched its first youthful sub-brand "De Xiao Guan". In March, Hi Tea launched a new sub-brand "Xi Xiaocha Beverage Factory", and currently has 15 stores in Guangdong. In April, Haidilao opened its first fast food restaurant "Eighteen Beng" (cuan) noodle shop. Subsequently, Haidilao launched "Lao Pai You Noodles", "Baifu Private Noodles", "Baifu Private Noodles" in Chengdu, Xi'an and other places. There are 7 fast food brands including "Xinqinpai Noodle Restaurant", "Fanfanlin", "Qin Xiaoxian" and "Qiaoqiao's Noodle". In August, Jiumaojiu opened its first hot pot restaurant-"Chongqing Hot Pot Factory", which officially tested the hot pot industry.

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Event comment: Looking at the catering brands that "open trumpets" in 2020, whether they are to capture young consumers, sink the market, or brand new tracks, they are all to cater to the needs of subdivided users.

The epidemic has led to the acceleration of market segmentation, and many excellent brands have emerged from the market segments, such as Banxian Doufu, which specializes in soymilk, and Xiaoman Chatian, which specializes in cherries. These brands have made up for market vacancies and are refreshing users' perceptions.

In the future, market segments will contend with a hundred schools of thought, bringing new vitality to the industry.

THREE

User: Open refined operation

Grabbing fish ponds one after another

Event: During the epidemic, the flow of dine-in customers in a large number of catering stores was strongly squeezed, and takeaway became the only sales channel. Therefore, the establishment of private domain traffic was mentioned again.

On April 10, the Guangdong Catering Association issued a letter on the official Weibo public account of the "Guangdong Catering Industry's Joint Negotiation Letter for Meituan Takeaway", calling for Meituan to cancel the "choice of two" and reduce the commission by 5% or more. Since then, many catering associations have called Meituan, and the takeaway platform has been caught in a public opinion storm. As a result, private domain traffic was once again pushed to the forefront.

Event comment: Private domain traffic is not a new thing. Store members and fans are actually part of private domain traffic. As traffic payments become more and more expensive, many merchants and stores are deliberately cultivating loyal customers in their stores, interacting closely with users through channels such as communities and mini programs, enhancing mutual understanding, and increasing brand and user stickiness. Sex.

The emphasis of catering brands on private domain traffic symbolizes the beginning of refined operations for users in stores, and is oriented towards customer needs and customer preferences to better serve customers.

FOUR

Mode: franchise chain all the way hurriedly

Small shop economy out of circle

Event: On July 14, the Ministry of Commerce and other 7 departments jointly issued the "Notice on the Promotion of the Small Store Economy" (hereinafter referred to as the "Notice"). The "Notice" clarified that by 2025, 100 pilot cities (districts) for the small shop economy will be cultivated, 100 service enterprises will be empowered, and 1,000 small shop clusters with high popularity and strong "smoke and fire" will be formed, reaching the goal of "100 cities and thousands of cities". With the goal of "Zhou Yidian", the main body of small stores will grow stronger, the employment of the people will be more secure, and the economic flexibility and vitality will be further enhanced.

Event comment: The policy dividend of "100 cities, 100 districts and 100 million stores" has strengthened the confidence of many entrepreneurs. More and more people regard catering as the first choice for entrepreneurial projects. Joining a high-quality brand will undoubtedly save time and effort, and There are more competitive advantages in the market.

On the business side, the epidemic has caused many catering businesses who ignore the basic business skills and industry changes to fall one after another, and the anti-risk ability and vitality of franchised chains have become more prominent. More and more catering brands are changing their attitudes towards franchise chains, actively embracing them, and increasing the degree of chaining.

In summary, the restaurant franchise chain will usher in a period of rapid development.

FIVE

Turning point: the growth rate "bull" turns the world

Catering ushered in positive growth

Event: According to data released by the National Bureau of Statistics a few days ago, the national catering revenue in October was 437.2 billion yuan, an increase of 0.8% year-on-year. This is the first time that the national catering revenue has achieved positive growth this year; the catering revenue of units above designated size is 91.2 billion yuan, a year-on-year increase of 6.1 %, continue to maintain the growth trend in September. Up to now, both the national catering market and online catering revenue have turned positive growth.

Event comment: At the end of 2020, with the continuous support of national policies and the joint efforts of the catering industry across the country, catering has finally turned to a positive growth. Let many people who want to join the catering industry see the light. In the future, catering will continue to explore new development patterns under a brand-new model, and the catering industry will surely show unprecedented vitality in 2021!