China Food

Exclusive catering market 1 / 3! How many sea bottom fishing can the group restaurant industry make?

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
8月,海底捞官方宣布,针对家庭、企业、团队聚餐等大型用餐场景,推出外卖火锅团餐业务。
 
“团餐+海底捞特色服务”模式,安排专职经理,为顾客定制场地、餐具餐品等一条龙定制服务,可以服务1000人。
海底捞火锅团餐外卖
 
海底捞,作为中餐发展风向标,入局团餐并不奇怪。
 
1. 疫情期间,社餐瞄上团餐生意
 
疫情初期,因为“食堂”无法正常进行,团餐式外卖应运而生。团餐业务自救,已是社餐企业面对疫情考验的标准答案,德克士、乡村基、西少爷等知名餐饮企业都开辟了团餐业务。
 
北京的焦耳堂食将重点放在了企业团餐外卖业务上,服务了招商银行、中国银行、贝壳找房、亿欧等50多余家企业,日订餐量超过3000份。
 
“这次疫情使团餐公司充分看到了外卖场景的重要性,大量团餐管理者开始意识到在线订餐+外卖配送的模式,构建全场景解决方案,才能全方位满足企业和员工的用餐需求。”某业内人士说。
 
2. 社餐头部内功深厚,已具备开辟团餐的能力
 
团餐的优势、特点都很明显,是一种高度稳定、需求较大的存量市场,集约采集可以压缩成本,标准化生产程度高可以提高效率,并且配送成本低。
 
中央厨房、预制品生产是团餐不可绕开的话题,少数头部团餐品牌,如千喜鹤、德保、中快等能够做到这种半工业生产。
 
现实是,大部分团餐品牌严重依赖人工,标准化生产、机械生产程度并不高,在成本管控上不及社餐品牌。
 
而海底捞作为一个生态型餐企,上游食材、中游加工、下游运营都很成熟,集约采集、标准化生产、产品研发、人才成本管理,甚至比很多绝大部分团餐品牌做得都要好。
 
对于基建成熟的海底捞来说,进军团餐首要任务是切资源,寻求多元场景,开辟市场。
 
3. 团餐市场化趋势显现
 
成本愈加透明的餐饮业,已经到了拼实力、拼效率的时代。
 
主要表现为两点,团餐竞争市场化,社餐进入团餐市场常态化。
 
  • 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.
 
例如,满足员工需求,照顾好员工的胃成为很多互联网企业的诉求。
 
“我们的员工都是高精尖人才,已经不是大食堂乱锅炖可以敷衍的,要让他们吃好喝好,才能安心工作。”某大厂后勤总监说。
华为食堂的豪华加餐
 
以华为食堂为例,焦耳食堂、喜家德、西少爷、犟骨头、江边城外等知名快餐品牌,牛三哥、鼎味道、七辛客、蒸食故事等优质商户……通过层层选拔,最终进驻华为的美食广场。
 
喜茶也在年初进入京东大食堂。
 
与过去团餐廉价的印象不同,这些品牌并未压低售价,而是与社餐市场大致相同。
 
但是团餐市场完全市场化还需要时间,但随着社餐不断渗透团餐领域,市场化是不可避免的时代进程。
快餐团餐化:社团融合趋势明显
 
海底捞火锅团餐这种“重”模式,在团餐界并不多见,整体来看,2020年,快餐团餐化这种相对较轻的模式更热门。
 
老乡鸡、乡村基、味千、真功夫这类连锁快餐品牌,与团餐的模式较为接近,成本结构也相似,并且效率更高。这些经验可以直接运用在团餐竞争中。
 
北京的焦耳、乡村基的大米先生、老乡鸡的五代店,是今年比较热门的快餐团餐化品牌,它们的特点:
 
  • Most of the modes are optional;
  • The sites are all gathering places of street shops, community stores and office buildings with more people;
  • Most of the products are prepared and stir fried, combined with pre products;
  • The price is generally between 18 and 30 yuan;
  • There are 30 ~ 50 SKUs with rich varieties.
 
价格低廉、品牌有保证,主攻社区、商住混合、白领工作餐,对街边的夫妻老婆店伤害极大。
 
但是团餐的最大弊端在于,需求时间短、客单低,全时段经营难度大。这给成本端提出了严格的精细化管理要求:如何压缩食材成本、预制品研发、人力成本等都是难题。
因此,社餐能否在团餐领域开辟第二曲线,还有待时间的检验。
Author: Zou Yamei; source: ID: uvfinance, reprinted with authorization;
Join the community: Cherry (wechat: 15240428449);
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