When it comes to eating, every Chinese never admits defeat. Three meals a day are indispensable, from morning to evening, from east to west, taste the ups and downs.

The breakfast that awakens people's taste buds occupies the first place. After eating, the whole day is full of vitality.

According to the survey, the domestic breakfast market has reached a trillion yuan. In 2021, the total consumption of breakfast food by Chinese consumers will reach 1.948 trillion yuan. The huge business opportunities in the breakfast market have long been the object of competition. As the blue ocean of the catering industry, how can entrepreneurship be able to tap the breakfast market?

ONE

The beginning of a trillion market

What wakes you up every day may not be a dream or an alarm clock, but a delicious breakfast.

It opens up people's energy source throughout the day, and it also occupies a very important part of Chinese people's dietary awareness.

Every morning, no matter where you are--

Along the streets, there will always be a breakfast shop that has been quietly operating for many years.

The breakfast shop began to line up early in the morning, and the aroma can be transmitted from the sense of smell to the sense of taste even if it is across the road.

The rustic ingredients, the authentic way of eating, and the strong human touch.

This kind of smoke constitutes most people's memories of breakfast.

But now, in the morning, I open my eyes and stay in bed, dress and wash, squeeze the bus to catch the subway...

As a courageous worker who faces countless challenges every day, it is difficult to set aside time for a "decent" breakfast.

The format of breakfast has also quietly changed.

The steamed buns and soy milk in the convenience store at the gate of the community, the croissant served with the latte in the coffee shop downstairs, and the pancake fruit on the side of the road when leaving the subway... have become the choice of many office workers.

But even if the way of eating breakfast is different, with the strengthening of people's health awareness in recent years, breakfast has begun to be valued by people.

Some institutions predict that the total consumption of breakfast food by Chinese consumers will increase from RMB 1.334 trillion in 2015 to RMB 1.948 trillion in 2021.

As a rapidly rising new blue ocean, the breakfast market has become a huge "gold mine", but there is obviously room for new development.

TWO

Consumer groups change

Make higher demands on breakfast

Nowadays, with the change of consumer groups, the adjustment of industrial structure, and the improvement of mass consumption ability. Consumers have put forward higher requirements for breakfast, and the demand in the breakfast market has begun to diversify.

1. Convenience and speed have become the primary needs of consumers

In today's breakfast market, time is the most important thing.

According to the survey, 75% of people would choose to buy and eat along the way, 15% would wake up early for breakfast, and 10% would choose other ways.

In the morning when every second counts, more office workers eat breakfast when they buy a bun on the roadside and eat while walking. Few people choose to sit on the street and enjoy it slowly.

"Bunzi Mantou, come with a cup of soy milk, take it and leave without delay."

This is the most common breakfast consumption pattern, and behind it is also the most important requirement for breakfast-fast.

Order fast, produce fast, pack fast, but traditional breakfast needs to be made and sold now, if the purchase volume suddenly increases, the waiting time for the meal will also be greatly extended.

Such as freshly steamed buns, freshly cooked wontons, freshly-made pancakes and fruits, the convenience of location cannot completely compensate for the efficiency of the meal.

2. Pursue balanced nutrition and diversification while paying attention to deliciousness

"Breakfast must be good, lunch must be full, and dinner must be small." This sentence is widely spread now.

In the past, everyone had to eat well in the morning, but now young people still seek to eat well, eat healthily, and eat safely.

In the past ten years, the type of breakfast in our country has rarely changed. Steamed buns, soy milk, fried dough sticks, noodles...

There are many types, but the products are monotonous, especially the design and development of supporting staple and non-staple food can not satisfy consumers' demand for nutrition and delicious dining.

3. Pay attention to environmental cleanliness and sanitation, and pursue food safety

At present, my country's breakfast industry is mainly based on the road breakfast market. With the continuous improvement of consumers' food safety awareness, everyone's requirements for the safety and hygiene of breakfast are also increasing.

At some roadside stalls operated by breakfast, we can often see some traditional delicacies that we can't usually enjoy. These delicacies can only be preserved in the form of mobile stalls because they have no handicraft heirs. Poor food conditions, open-air operations, dusty, and unclean utensils are almost commonplace.

Due to the large passenger flow and the high frequency of meals, the dishes and chopsticks used for breakfast cannot be disinfected in time and fully. Because of the inability to effectively prevent the breeding and spread of germs, consumers' enthusiasm for dining has gradually faded.

THREE

How to make a big difference in the breakfast market?

In the face of brand-new consumer demand, the traditional breakfast model is not optimistic.

More and more people choose to buy ready-made breakfast foods, and some convenience stores and restaurant chains have become important channels for breakfast consumption.

Across the country, new trends in the breakfast market have emerged, and a market reshuffle is also approaching.

1. The "convenience store + catering" model has become a new trend

Nowadays, the trend of dining in convenience stores is becoming more and more obvious, and major convenience stores have also entered the catering market and launched breakfast-related products.

Gradually transform into a deeper "convenience store + catering" model.

Traditionally, it opens at 6 in the morning and opens until 11 in the morning. The product is single and the business model is limited. It is not friendly to the breakfast industry with small profits.

Convenience stores have a very concentrated business hours, operating 24 hours a day, improving store efficiency.

At the same time, the convenience store sells a variety of products, from steamed buns to corn, to all kinds of porridge, which has greatly increased the turnover.

Nowadays, it is too late to eat at home, and roadside stalls are not at ease. Buying breakfast at a convenience store has become the first choice for young white-collar workers to solve breakfast.

It is logical to buy breakfast at bus stops, subway stations and downstairs in the company, waiting for the bus or passing by.

2. The chain of breakfast brands has become the mainstream of the market

Breakfast is profitable, but it is just needed. Once a business scale is formed, the overall profit cannot be underestimated.

In addition to convenience stores in recent years, the huge breakfast market has attracted many catering brands.

For example: Western fast food brands McDonald's, KFC, Pizza Hut, a group of larger "baozi enterprises", Bobby Mantou, Qingfeng Baozi Shop...

A complete supply chain makes it easier to standardize breakfast brands, and improves the quality and speed of production.

At the same time, there is no need to add huge cooking and processing equipment like other types of breakfast shops, and labor costs and rent costs are also greatly reduced.

Nowadays, Barbie Mantou has successfully listed on the A-share market, and chain brands such as McDonald's, KFC, Qingfeng Baozipu and other chain brands have formed economies of scale to seize the breakfast market.

3. Breakfast "human touch", loved and welcomed by the public

The "standard" is cold, but the "human touch" and "local memory" are warm.

Breakfast competition is not only about products, environment, supply chain and other hardware, but also soft power, customer experience and emotional touch.

Taking the fast food chain brand Jiahe Yipin as an example, while improving the supply chain and moving towards a chain road, the store uses "a bowl of porridge for small happiness" to create Chinese-style nutritious fast food, allowing consumers to enjoy the warmth of a meal.

A bowl of porridge, a side dish, and a lentil braised noodles meet the needs of consumers for three meals a day.

The brand now uses breakfast products to increase store turnover, and at the same time, it also has an intangible promotion for dinner operations.

Summarize

As the saying goes: The big world is hidden in small products, and small businesses can also make great value. As people pay more and more attention to breakfast, many entrepreneurs are now focusing on the breakfast market.

Obviously, with the emphasis on fast-paced and experience, consumers are becoming more picky and the breakfast market is becoming more sophisticated. It can be predicted that roadside stalls will gradually decrease, and product chaining, standardization, and quality have become the future trend. Entrepreneurs must choose the right track at the same time as they grasp every opportunity, so as to create greater value in return.