This year's Spring Festival Golden Week, the consumer market is full of vigor! According to monitoring by the Ministry of Commerce, from New Year's Eve to the sixth day of the first month of the lunar calendar, key retail and catering companies across the country achieved sales of approximately 821 billion yuan.

This is an increase of 28.7% over last year's Spring Festival Golden Week and an increase of 4.9% over 2019. The consumer market once again showed vigor and vitality.

ONE

New Year's Experience in Place

Consumption ushered in a "good start"

The Spring Festival of 2021 will sweep away the haze of last year's depression, and everything will be different. How deserted this year's Spring Festival is, and how lively the "New Year in situ" is.

During the Spring Festival, many fields achieved a good start to the Year of the Ox.

If one word is used to describe the consumer market, it must be "hot".

According to data from the National Film Administration, as of 0:00 on February 18, the total real-time box office of Chinese Spring Festival films has exceeded 8 billion yuan, far exceeding the 2019 Spring Festival files.

During the Spring Festival, the Ministry of Commerce focused on monitoring retail enterprises' jewelry, clothing, communication equipment, and home appliances, which increased by 160.8%, 107.1%, 39.0% and 29.9% respectively over the same period last year.

At the same time, the passenger flow of leisure and entertainment places such as parks, scenic spots, museums, and ski resorts has also increased significantly, and there are hot bookings for resort hotels and homestays in the suburbs of cities.

The overwhelming popularity, dazzling data, and the prosperous Spring Festival consumption interpret the people's pursuit of a better life.

It also reflects the huge consumption potential of the Chinese market and the surging momentum of the Chinese economy.

Nearly 90% of restaurants do not close during the Spring Festival, and the catering consumer market is "bullish."

During the Spring Festival, the catering industry also swept away the haze of last year's depression, and also ushered in a "bull" market.

"Booking in advance", "queuing equal numbers", "popularity", and "hard to find" have become the key words of the catering industry during the Spring Festival.

The popular situation has also been verified by data.

TWO

"On the spot" without reducing the taste of the year

Eye-catching performance of the online catering consumer market

Out of considerations of the epidemic, under the advocacy of the "Chinese New Year in situ" policy, 100 million people celebrated the Chinese New Year in situ this year.

During the Spring Festival, according to surveys by relevant associations and takeaway platforms, 87% of catering companies across the country will operate normally during the Spring Festival.

Based on the prevention and control of the epidemic, catering businesses actively adjusted their business ideas, actively improved the quality of dishes, and innovated service methods, detonating "fancy New Year's Eve dinner."

Moved the New Year’s Eve dinner from the lobby to the online, and launched a small set of New Year’s Eve dinner, semi-finished New Year’s Eve dinner takeaway and other items in accordance with local conditions.

It has become a new trend for catering businesses during the Spring Festival this year.

Data shows that during the Spring Festival, the proportion of orders for "one-person food" increased by 68% compared to last year.

According to the monitoring of large payment institutions, online catering sales increased by approximately 135% over the same period last year during the Spring Festival.

The sales of New Year’s Eve dinner series products increased by 54.9% over the same period of last year’s Spring Festival.

On New Year's Eve, the volume of takeaway orders on some platforms increased by 70% year-on-year, with Beijing, Shanghai, Shenzhen, Guangzhou, and Chongqing ranking the top five.

The number of online New Year's Eve dinner package sales in Qingdao increased nearly three times year-on-year.

THREE

The vitality of offline catering consumption reappears

Supermarket consumption is hard to find

Compared with the popularity of online catering consumption, the popular scene of supermarkets is even worse.

During the holiday season, there are many promotional activities, a significant increase in traffic, and a high level of enthusiasm for consumption.

Waiting in line to eat a big meal has become a common phenomenon in supermarkets and neighborhood catering this year.

It is hard to find a restaurant in shopping malls and commercial complexes everywhere.

The "queuing" in business districts such as Beijing Xidan and Beijing Financial Street has become the norm during the Spring Festival this year.

According to data from the Chengdu Catering Industry Association, during the Spring Festival, there was a long queue for at least 1.5 hours, whether it was a time-honored snack, a specialty Sichuan restaurant or a hot pot restaurant.

According to data released by the Guangzhou Bureau of Commerce, many restaurants are generally booked for two rounds of New Year's Eve dinners.

FOUR

Re-innovation of service content

Set off a new "food" way of dining

In response to the needs of consumers, branded catering companies have become increasingly rich in service content and methods.

Consumption models such as community kitchens, family banquet delivery, and private kitchen visits are also becoming a new trend in catering consumption during the Spring Festival this year.

During the Spring Festival this year, some food companies in Beijing launched a "Master Chef's Door-to-door Service."

The chef and service team bring ingredients and tableware to home for service.

And bring their own masks, shoe covers, gloves, etc. to meet the needs of high-quality catering consumption.

The sales channels are in addition to calling to make reservations, picking up in offline stores, and buying on WeChat applets.

You can even watch the live broadcast to panic buying.

FIVE

Over 800 billion in 7 days

Faster recovery of the catering industry

Online and offline integrated services fully meet the catering needs of different consumers during the Spring Festival, and both turnover and passenger flow have achieved substantial growth.

According to monitoring by the Ministry of Commerce, from New Year's Eve to the sixth day of the first lunar month (February 11-17), key retail and catering companies across the country achieved sales of approximately 821 billion yuan.

This is an increase of 28.7% over last year's Spring Festival Golden Week, and an increase of 4.9% over 2019 Spring Festival Golden Week.

The turnover of key monitoring catering enterprises in Shanghai, Anhui, Qinghai, Shaanxi and other places increased by 79.0%, 40.5%, 21.0% and 18.1% respectively year-on-year.

Data from a sample survey conducted by the Shanghai Municipal Commission of Commerce shows.

During the Spring Festival, the 107 catering sample enterprises achieved sales of 29.33 million yuan, a year-on-year increase of 79.0%. The average consumption of each table for the New Year's Eve dinner was 2471 yuan.

The 20 catering companies monitored by the Nanjing Bureau of Commerce achieved sales of 18.833 million yuan, a year-on-year increase of 110.8%.

No matter where it is, the fireworks in this world are "bullish".

Summarize

The "hotness" of the catering consumer market during the Spring Festival holiday demonstrates the internal vitality of China's strong economy. It reflects the vitality and potential of the catering market in the future. The bright data has made a good start for the catering consumption market this year and laid a solid foundation for the steady and healthy development of consumption throughout the year.

In 2021, it can be predicted that the catering industry will gradually return to growth, and the market development momentum will continue to improve. We have reason to expect that after the Spring Festival catering has a good start, it will continue to be bullish.