The novel coronavirus pneumonia epidemic is a major source of food and beverage industry, which relies on human flow. However, it brings new opportunities to the development of the industry and the innovation of enterprises. Although some food enterprises have to lay off workers and close their stores in order to protect themselves, enterprises with strong anti risk ability see opportunities from "danger", and embark on a new development path through innovation and change.
The recovery of catering industry and the rise of fireworks are also important signs of economic recovery. However, in the novel coronavirus pneumonia test, the revival of catering industry has shown a polarization: one is contraction, the other is counter trend expansion. In addition, more catering enterprises have learned to walk "two legs" online and offline. In addition to the hall food, they have developed the market through taking out, live broadcasting, prepackaged food and other forms.
With the significant strategic achievements of epidemic prevention and control, accelerating the transformation and upgrading of business model, paying more attention to diversified business strategies or becoming a required course for the recovery of catering enterprises.
Ice and fire
The epidemic has become a watershed for Chinese catering. On one side of the watershed is the overall rise of the catering industry; on the other side is the "ice and fire" days after the outbreak.
A new shuffle of the catering industry is underway. According to the enterprise investigation data, from the beginning of this year to April 15, there were 359000 new catering related enterprises in China, 32000 of which were revoked or cancelled, including some well-known catering enterprises. For example, in May this year, jiumaojiu, a catering enterprise listed in Hong Kong, announced that in order to alleviate the impact of the epidemic on the groups catering business, it decided to close 22 enterprises operating in Beijing, Tianjin and Wuhan Nine gross nine restaurants to reduce rent, raw materials, consumables and other operating costs.
In contrast, since the May 1st holiday this year, Haidilao and barnu hot pot have been popular in many cities across the country. In addition, barbecue has also become a highlight of recent food and beverage recovery due to its social scene.
According to the survey and analysis report on accommodation and catering enterprises during the May 1st period issued by China Hotel Association, the average turnover of catering enterprises involved in the survey recovered to 56.86% of the same period of last year, among which the turnover of hotpot enterprises recovered the fastest, up to 69.62% of the same period of last year, but the recovery of dinner was still weak.
Industry insiders believe that the recovery of chain catering enterprises is also different due to different cities and formats. Those with capital backing will have advantages and those with weak capital strength will go downhill. It is estimated that the vitality of catering enterprises will recover by the end of this year.
"Two legs" walking
Although the situation of domestic epidemic prevention and control continues to improve, there are still many consumers who have concerns about dining in the hall, which makes the expected "retaliatory consumption" fail to come quickly. When the occupancy rate of restaurants is still difficult to fully recover, many catering enterprises turn to take out and walk "two legs" online and offline.
It is understood that before the outbreak, Xiaolongkan, a chain restaurant of hotpot, did not go online for takeout. After the outbreak, Xiaolongkan launched the take out platform for the first time, launched the classic hot take out hot pot, and increased the operation of online tmall store, and repeatedly led the "take goods" through Taobao Ju budget "Chef live cooking" special field.
In fact, as early as a few years ago, online sales became the common choice of catering enterprises. According to the enterprise survey data, the registration volume of catering enterprises with "Internet sales" in their business scope has increased dramatically since 2018, and the registration volume in 2019 has reached nearly 5000. At the same time, prepackaged food such as semi-finished dishes and convenience food is becoming an important carrier for the transition of food enterprises. In April this year, the number of newly registered prepackaged catering enterprises exceeded 2000, an increase of 88.29% month on month.
"Before the outbreak, catering enterprises mainly discussed the relationship between online and offline based on their own positioning, and this outbreak accelerated the online process of catering industry." Industry insiders believe that whether its take out or dont eat, after online order and payment, offline experience is required, so any business scene and business phenomenon cannot be separated from the combination of online and offline in the future. Therefore, relevant enterprises should actively explore how to lay their own online channels and create new exports and entrances.
There is still uncertainty
Recently, the recruitment platform boss directly released the follow-up observation on returning to work in spring 2020. According to the data, after three months of recovery, the recruitment needs of five major industries greatly impacted by the epidemic have recovered to varying degrees, of which the catering industry has recovered to the highest degree, reaching 92.9% in the same period last year.
Insiders said that from the outside, enterprises have enjoyed a lot of policy support. In order to help the catering industry affected by the epidemic return to work effectively and expand employment stably, a series of policies have been issued from the central government to the local government to support catering enterprises in terms of credit, rent and tax payment. Internally, the epidemic accelerated the reshuffle of the industry, eliminated a large number of poor catering enterprises, and the subsequent development of the catering industry will be more healthy and standardized.
In fact, after the outbreak, some catering enterprises quickly issued emergency plans to reduce losses. But some enterprises are always in the state of "shutdown", there is no way or countermeasure. This obviously makes capital think more about the business model and investment heat of catering industry, and also makes the recovery of catering industry more uncertain.
In recent years, catering enterprises pay more attention to the expansion of the number of chain stores or the growth of turnover. However, due to the "three highs and one low" problems of high rent, high labor cost, high cost of food materials and low gross profit, the rupture of capital chain is likely to lead to the closure of enterprises.
Analysts believe that catering enterprises should pay more attention to management, transformation and upgrading, diversified business development, in order to cope with the unexpected. In addition, the establishment of a special industry development fund can also be a guarantee for the sustainable development of the catering industry. Industry insiders said: "after the epidemic, catering enterprises should re-examine the pain points of consumers needs, and in the face of more and more rational consumers, whether the enterprises have enough product power and brand influence to deal with, this is a question that every catering enterprise needs to think about at present."