Lively New Year’s Eve dinner, declining catering people
During the Spring Festival, the family reunion, accompanied by the overwhelming sound of firecrackers, the annual festival once again swept across the country, every family is also staged their own lively and happy.At this time, it is usually a pivotal season for the catering industry. The Spring Festival, including the New Year’s Eve dinner, is an important guarantee for almost all restaurants’ annual profits, which generally accounts for about 30% of the annual profits.Once the “fat meat” is let go, the loss will affect the restaurant’s revenue for a whole year, just as the restaurant people say, “The Spring Festival flame out lost for half a year”.Prepared dishes are the first shot in the restaurant industry this year.Xibei, Meizhou Dongpo, Yunhaiyao and other traditional catering enterprises, weizhixiang, Qianwei Central Kitchen and other listed enterprises, as well as Zhenwei Xiaomeiyuan, Li Xiangguo and other cutting-edge start-ups, plus hema, Ding Dong Mai, Daily Youxian and other fresh e-commerce enterprises, have developed prepared dishes, flooding into the table of the Chinese people.It remains to be seen whether prepared dishes will become a regular part of future Chinese New Year celebrations, but behind all the reunion and excitement, not everyone at the restaurant is so happy.Are prepared dishes the only choice for diners?At the end of December, Hema Xiansheng launched a New Year food reservation, including King crab, East Star spot, Buddha Jump wall, braised pork, etc., ranging from seafood to traditional hard dishes;Then, Zhong Xue Gao’s prepared food brand Li Xiang Guo also launched the Year of the Tiger limited edition Chinese New Year food series gift box, including spicy yellow croaker, Hongyun wine dull dongpo pork, Huaiyang stewed lion head and more than 10 dishes.Some well-known brands in Guangzhou are also riding the wave of orders for prepared dishes.Search “Fotiaoqiang” in major e-commerce platforms, guangzhou restaurant, Tao Tao Ju and other old stores of goods ranked in the forefront.The popularity of prepared dishes in the year before can be seen.On Weibo, there are endless topics related to prepared dishes, such as the popularity of prepared dishes doubled during Spring Festival, prepared dishes may reach a trillion market, and 70% of prepared dishes consumed for New Year’s Eve dinner are young people, all of which stimulate the appetite of young consumers.One woman says the advent of prepared meals has greatly relieved her from the usual festive bustle in her kitchen.Prepared dishes are even more appealing to people who can’t go home for the Spring Festival because of the pandemic or other reasons and are less likely to cook.Nannan, who was born after 1995 in Beijing, decided not to return to her hometown due to the epidemic. It was her first time to spend the Spring Festival outside China. In order not to let her family worry, she wanted to cook a decent dinner.For her, who can’t cook, she cooked a New Year’s Eve dinner at home thanks to prepared dishes.In the capital market, prepared food is also becoming a hot topic.From 2020 to 2021, there have been 23 rounds of financing for the precast vegetable track. Taking Zhenwei Xiaomei Garden as an example, it won the angel round within two months of its establishment and completed three rounds of financing in nearly one year.Prepared dishes set off a new upsurge in the catering industry, and successfully promoted the secondary market, which makes the catering market look very busy during the Spring Festival, but behind this lively seems to be hidden the “pain” that the core business of catering stores has never recovered under the impact of the epidemic.Take the New Year’s Eve dinner as an example, in Beijing, Tianjin, Nanning in Guangxi, Shaoxing in Zhejiang, Hangzhou in Zhejiang, Jinan in Shandong and Many places in Dezhou, the survey found that the reservation of the New Year’s Eve dinner in the catering industry was Waterloo this year, and the relevant orders of food enterprises generally decreased by 35%-50%.Yuxiang Jiangnan Hotel, a well-known chain of Sichuan cuisine restaurants in Tianjin, said its New Year’s Eve dinner was booked one month earlier than usual in order to boost bookings, but the average booking rate was still only 50 percent of last year’s.This happened as early as last Spring Festival.Relevant data show that in 2021, the New Year’s Eve dinner of restaurant enterprises has a high cancellation rate, and some restaurants even encounter 100% cancellation.Like the same spring Garden, Hua Jia Yi Garden, Meizhou Dongpo and other food and beverage brands, there are still vacant table, but in previous years approaching the Spring Festival three or two weeks, thirty has already been booked, full single rate can continue until the fifth day.Perhaps it is the lack of New Year’s Eve dinner reservation for two consecutive years, so that catering enterprises have to aim at the prepared dishes.Prepared dishes are a way to keep consumers out of the store and satisfy the demand for home-grown tastes of those who spend the Spring Festival there.Of course, the shortcomings of prepared dishes also make it impossible for catering companies to rely on prepared dishes to compensate for core business setbacks.In 2021, China’s catering industry can be described as a double day, one side is constantly pouring into the market of new brands, driving new entrants, the other side is constantly shut down or transfer of traditional catering.From the figures, we can see intuitively, according to the enterprise chuman, in 2021 registered restaurant enterprises up to 3.167 million, and suspended food enterprises for 885,000.It is worth mentioning that this figure is higher than 2020, when the epidemic broke out, and also higher than 2019, the peak year.A total of 875,000 suspensions were cancelled in 2019, and 858,000 in 2020, according to Qichumcha.One reason why many people choose to take the initiative to jump in when the catering industry is struggling is the new consumption boom.For example, in 2019 and 2020, the annual registration volume of prepared food-related enterprises reached the highest in ten years. By 2021, there are more than 68,000 prepared food-related enterprises in China.Last year, capital rushed to embrace catering. In the first half of the year alone, 333 new consumption projects were born and 50 billion yuan of hot money was rolled in them, which exceeded the total amount in 2020.However, this car new consumption has spawned one after another eye-catching new brand, that car traditional catering came from time to time the closure of the news.At the end of November, the last xu Liushan store in Yau Tong closed.A few days ago, the shop opened before half an hour there were dozens of citizens in the shop in line to patronize, perhaps know xu Liushan will be finished, many people come to buy dessert, bid farewell to this full of childhood memories of the dessert shop.Xu Liushan started in Hong Kong, relying on the flagship product “mango Misilao” laid the foundation for it to become the “dessert king” in Hong Kong.In 2004, xu Liushan opened its first store in Shanghai, which is located in the K11 MALL on Huaihai Middle Road. At that time, there was a long queue at the gate of Xu Liushan, no less than today’s Xi Tea, Nai Xue tea and Tea Yan Yue Se.A Hong Kong resident said, “Many of the old shops in Hong Kong have closed down, like many teahouses, and everyone has only memories.”Also bearing the memory of a city but eventually went bankrupt, there is changsha’s Golden Ox Horn King.Many customers were caught off guard when golden Ox Horn Wang Restaurant abruptly closed all of its stores in Hunan province before Spring Festival last year.Ms. Liu, a citizen, said that when SHE was a student more than 10 years ago, Golden Ox Horn King was the first choice for dining when she needed “luxury”. The special mushrooms and fish head with chopped pepper were impressive, but it was unexpectedly closed after so many years. She sighed, “I wanted to have a meal during the Chinese New Year.”In the list of food and beverage brands killed in 2021, we see many well-known brands that have opened for more than 10 years, and industry giants such as Haidilao, Xiabu Xiabu and Decos have also started to close their stores on a large scale.In addition, hot pot restaurants and milk tea shops in many cities are also the “disaster area” of enterprise cancellation. Data shows that 16,000 hot pot restaurants closed in the first half of the year alone, and even the number of newly registered hot pot restaurant enterprises in Chengdu has decreased significantly.The changes in the domestic restaurant market have even affected KFC, the fast food giant that is still standing.”I didn’t expect KFC to go bankrupt, especially in a large shopping mall with a lot of local traffic,” said a netizen on Weibo.Since the outbreak of the epidemic, shopping malls have not been busy before, KFC around a large empty restaurants.At the same time, in the center of a fourth-tier city, KFC, which has been open for nearly seven or eight years, even posted a notice of “closing the store soon”.Restaurant “blood loss”, second-hand catering equipment “earn over” from catering people to become a second-hand catering equipment recycler, is chengdu after the failure of Mr. Liu’s business choice.Before the epidemic, he opened more than 10 rice noodle stores in suburban counties around Chengdu. In 2020, when the epidemic hit, it was difficult to continue, and he finally reduced the number of stores to about 3.Last year, he felt that the catering industry is more difficult to do than 2020, especially after switching to second-hand catering recycling, often see the operation of one or two months to close the shop, mainly hot pot restaurants.But the more restaurants close, the more money he makes from second-hand recycling.After the outbreak in Chengdu ended in early November, the company received 20 restaurant equipment in three days after the resumption of work. The warehouse of 1,000 square meters rented in that month was quickly filled up.Among them, it has 9 string shops, 2 large-sized hot pot shops, 3 Chinese restaurants, 3 small noodle shops, 2 milk tea shops and 1 bar.Mr. Liu said, the initial company a month recycling restaurants also more than 10, now almost every month can reach about 30, but “the more the heart is heavier”, as a person who has been, he can imagine these catering people really not easy.Also do second-hand catering equipment recycling Jiang Ming, these two years have been busy every day, busy during the day to hit the wall demolition shop, night often wake up by the phone, not be urged to ask whether there is no steam box, is to ask whether there is no shaved ice machine…A lot of newly collected catering equipment is sold before it reaches the warehouse.According to Jiang Ming, he tore down the food and beverage stores, the most is milk tea shop and hot pot shop.In all hot pot stores, individual stores do not have the advantages of chain stores such as brand and supply chain, and the survival rate is low. Quite a number of hot pot enterprises do not survive more than five years, and about 30% will close down within two years.Since the resumption of work in 2020, the reservation of catering equipment recycling business has been constantly, Jiangming has to see seven or eight stores a day, the busiest day five stores.The business of their company is only for the equipment acquisition of new catering stores that have been opened for a short time. These stores are often willing to spend money on equipment, because the time spent is short, the acquired equipment is easy to find a new one, and earn a lot of intermediate price difference.These two years, Jiang Ming saw too many reluctant catering people tearfully left the catering industry.A baking customer spent 300,000 yuan to buy equipment, but we gave him a quotation of 80,000 yuan. He felt the price was too low, and sold through many channels, and later found that our price was already the highest.Of course, the active second-hand catering equipment market does not mean that the catering industry depression, but the industry is getting faster and faster replacement.The “tide of store closure” after the epidemic has further magnified the problems of large investment, low gross profit and slow growth in the catering industry. However, with the influx of new stores, the corresponding “tide of store opening” may also be a matter of time.A restaurant in the industry for nearly ten years said, “only closed enterprises, no closed industry”, a lot of people’s enthusiasm for catering is not reduced, he is waiting for the arrival of spring.Road always rational, used to name crooked road, Internet and technology circle new media.This article is an original article, no reprint in any form without retaining the author’s information.