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For a long time, as a typical representative of “resource-based” and “relationship based” businesses, group meals are used to making money in a dull voice and seldom communicate with foreign countries. At the same time, the group meal is also a super track with a low sense of existence.
Haidilao brings in the group meal, Xibei bets the little girl in charge, Xi Cha enters Jingdong canteen, xijiade enters Huawei canteen Famous social food brands have arranged group meal business one after another, which makes group meal, the last market-oriented “island” of Chinese catering industry, received unprecedented attention.
, which has been fighting for several rounds in the market-oriented battlefield, is the result of the two-way promotion of horizontal and vertical competition in the stock market. The group meal aborigines face a two-way battle of “defending the city externally and breaking the internal situation”. Compared with the mature United States and Japan group meal market, there is still a huge space for exploration in China’s group meal market law. It is difficult to determine whether the brand will win or lose. The trend of “community” integration is increasingly obvious.
The closed group meal
accounts for 1 / 3 of the catering market
For a long time, as a typical representative of “resource-based” and “relationship based” businesses, group meals are used to making money in silence, with little foreign exchange. At the same time, the group meal is also a super track with a low sense of existence.
(group meal refers to the catering service form with group consumption as the unit and satisfying the overall service, which is generally working meal; due to different production sites, it can be divided into on-site production and Catering: industrial parks, enterprise factories, state organs, institutions, schools, hospitals, etc. are generally based on on on-site production; office buildings, large-scale conferences, large-scale activities, flights, etc. are generally made on-site Send mainly.)
1. The market scale is gradually increasing
- In 2016, China’s food and beverage income was 3.58 trillion, including 0.90 trillion yuan of group meal income, accounting for 25.14%;
- In 17 years, China’s food and beverage income was 3.96 trillion, including 1.19 trillion group meal income, accounting for 30.05%;
- In 18 years, China’s food and beverage income was 4.27 trillion, including 1.28 trillion group meal income, accounting for 29.98%;
- In 19 years, China’s food and beverage income was 4.63 trillion, including 1.50 trillion group meal income, accounting for 33.23%.
Group meal accounts for more than 30% of the catering industry market share, which is 2.29 times of the takeaway market (the scale of catering takeout industry in mainland China will be 653.6 billion yuan in 2019).
2. 6% market concentration is very low
In Europe and the United States, large group meal enterprises occupy 80% of the market share; in Japan and South Korea, large group meal enterprises account for about 50% of the market share.
Compass in the UK, Sodexo in France and emmaker in the United States are all multinational group food brands with hundreds of thousands of employees, and entered the Chinese market in the early 1990s. Emmak even won the bid for the group meal at the 2008 Beijing Olympic Games.
However, the current concentration of the group meal market in China is still very low. The top 100 group meals only account for 6% of the whole group meal market. In the “top 100 Chinese catering enterprises in 2019” released by the Chinese cooking association, the group meal brand only accounts for 13%.
Among them, Qianxihe, with a revenue of more than 26 billion in 2017, is one of the top 100 catering brands second only to Haidilao. Its social attention is far lower than that of Xibei and jiumaojiu.
More group catering enterprises are limited to closed local operations, with only a few enterprises earning more than 100 million yuan a year.
3. Poor brand awareness and poor market competitiveness
Today, Qianxihe brand is still rare.
Most of the domestic catering enterprises rely on the resource relationship to develop and maintain the market, and their brand awareness is still very poor.
Because of the resource involution, the situation of family type and fellow villagers’ subcontracting is still the mainstream of the industry, and the phenomenon of out of control management emerges in endlessly.
Compared with the community food brand, it has moved towards digital and refined management. Most of the group catering enterprises or the traditional canteen management, whether it is management, service, brand, product They should be inferior to the social food brands.
The development of takeout in Colleges and universities can confirm this view. On the one hand, with the rapid development of takeout in Colleges and universities, is hunger born? On the other hand, the rise of takeout has affected the operation of University canteens to a certain extent, which once caused the news that colleges and universities forbid “take out to school”, but it was not settled in the end.
The traditional canteen, slow-moving dishes and poor taste can no longer attract the Z generation who are seeking innovation and change.
Generally speaking, the group meal market with a trillion scale has scattered procurement and supply, high management barriers, diversified scenes and relatively slow digital process.
Haidilao enters the group meal track, and the competitiveness of community food at the head of the track is showing
- On the one hand, the group meal competition is marketized. In the general environment, the bidding competition becomes more transparent and the number of related households decreases;
- On the other hand, the small size of social meals can not support the large-scale dining demand. They usually enter the group meal market in the form of brand entry, which is mainly reflected in the group meal demand of private enterprises.
Author: Zou Yamei; source: ID: uvfinance, reprinted with authorization;
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