Loss of 500 billion! In the post-epidemic period, how can the catering industry quickly return blood?

"As long as the hot pot restaurant is closed, I feel that the epidemic is not over." I heard my colleagues sigh yesterday.

Considering the current situation, the company has resumed work, and the catering industry has not returned to normal. It can only rely on take-out channels and can't get together with a few friends on weekends. There are indeed many limitations.

In the worst days of the epidemic, the epidemic caused a loss of about 500 billion yuan to the retail sales of the catering industry;

Then, after the epidemic, how can catering enterprises seize the opportunity, quickly return blood and earn back the lost 500 billion?

Xibei buffet

From 1 to 2 1, the new pneumonia epidemic began to spread and break out. 400 offline stores in Xibei closed down one after another, leaving only 100 stores to pick up the goods.

Jia, the founder of Xibei, said in an interview that if the epidemic continues, the cash flow in his account will not last for three months.

In this epidemic, countless restaurants have closed down. According to media reports, 50 restaurants in a street in wanda plaza, Tongzhou, Beijing were moved out of 17 restaurants, among which the online celebrity restaurant that queued for 2 hours was not spared by this epidemic.

Ruan Zhiyong, founder of Jiurun Capital, predicted:

If it closes down 1 month, more than 25% of catering enterprises will close down;

If it is closed for 2 months, more than 50% of catering enterprises will close down;

If it is closed for 3 months, more than 80% of catering enterprises will close down.

According to the report released by China Cuisine Association, during the Spring Festival this year, 93% of catering enterprises chose to close their stores, and 87% of them lost more than 90%. This number is still rising.

Although the catering industry suffered heavy losses in this epidemic, after the epidemic, we also saw a gratifying side, and many catering enterprises are rapidly returning blood.

How can catering enterprises save themselves on the premise of good protection and safety? 65438+ Since1October 26th, Xibei has resumed delivery service in various cities.

—— From the official account of "Xibei Youmian Village" WeChat.

The focus of this epidemic prevention and control is to reduce or even avoid contact between people, thus reducing the possibility of cross-infection. Therefore, for food enterprises, take-out is a good way to save themselves.

In addition, it is also advisable to avoid direct contact through mobile phone ordering, online retail, and picking up goods at the store. One-way intelligent management solution hopes to reach customers through more channels while maintaining a safe distance of one meter, and help catering enterprises save themselves and tide over difficulties.

According to reports, before the outbreak, there were 100 stores in west Peyo that opened take-away business, but so far, this number has doubled (the latest data is 267). Liu Ruiqi said that Xibei's daily take-away business now has a turnover of about 2 million yuan, and online income accounts for more than 80% of the total revenue.

It is worth noting that in the process of Xibei's takeaway business, in addition to the takeaway platforms such as Meituan and Hungry, corporate WeChat also played a vital role. "As early as 20 18, Xibei began to build its own online businesses such as takeout and shopping malls, but these online businesses were not maximized until 20 19 1 1." Liu Ruiqi said.

Product strength is the biggest support.

Nowadays, with the relief of the epidemic, the catering industry is gradually returning to work, but for consumers, it takes 2-3 months to reshape consumer psychology.

For every enterprise, it has the ability of self-repair and adjustment and its own "immune" system. If the system is strong enough, it will help it to recover as soon as possible.

So after the epidemic, what kind of food enterprises can return blood as soon as possible?

It can be seen from this epidemic that the rapid return of blood powder enterprises relies on the support of strong brand power and product power.

This epidemic has pushed the words "food safety" and "product quality" to the foreground. It can be said that after the epidemic, more and more catering enterprises will re-examine the products themselves and pay more attention to providing customers with healthier and better products.

In the field of fast food, 20 1 1, Laoxiang Chicken took the lead in confirming the slogan of "cleanliness and hygiene". Nowadays, the hometown chicken defines itself as "being the family kitchen of China people".

But the most unforgettable thing is that this chicken in my hometown-180-day-old chicken is the most ordered dish by every customer.

Siebel, which has always paid attention to product quality, put forward a delicious strategy on 20 14. Around the delicious strategy, Chairman Jia made a series of commitments that users can perceive, such as making the kitchen clear, letting fans try it, and not paying for it if it is not good. , making Xibei an enterprise with annual sales exceeding 6 billion yuan.

Live broadcast opens new opportunities

Catering companies such as Yunhaiyao and Xibei came to the stage one after another and went to the scene camera. Chefs of well-known restaurants become "Li Jiaqi in the catering industry", teaching users to cook their own restaurant's special dishes, selling semi-finished products of special dishes through live broadcast and delivering them to users.

After the epidemic, the business model of catering enterprises may change, not only the dual mode of internal meal and take-out, but also the new development path with the help of live video.

"Now, let's make the second course." In the live shot, the chef wearing a mask picked up a bag of vacuum-packed semi-finished ingredients, explained the ingredients and began to demonstrate the cooking process.

In this 1.5-hour live broadcast, the chef * * * cooked five dishes, and the number of viewers in the live broadcast room was stable at around 49,000. This live broadcast sold 883 pieces with sales of 63,576 yuan.

-Haiyun gourmet chef cooks on the spot.

"Closing the restaurant will definitely bring inconvenience to other users who want to eat the food in these restaurants. Friends who love to eat, how do you eat the specialties of your favorite restaurant during the epidemic? "

Chen Na, head of Haiyun Food Market, said that before the outbreak, Haiyun Food had its own shopping mall "Licking Nose Inn", with annual sales of about 1000 million, and had some exploration and practical experience in catering retail.

For catering enterprises, in addition to obtaining certain income, the publicity value of the brand may be higher than the sales value. Many restaurants are regional chains or regional chains, and it is difficult to cover the whole country, but the video platform can connect food lovers all over the country.

In this way, "star chefs teach you to cook star dishes in star restaurants in the live broadcast room" has become a new way to help catering enterprises generate income during the epidemic.

Up to now, 3 1 catering enterprises, Xibei Youmian Village and Haiyun Yao Yao have participated in the live video broadcast, with a total audience of180,206 people and a sales volume of 2,096 semi-finished products of194,973 yuan. Since it has not yet supported foreign distribution, the current sales volume is only in Beijing.

This data is not too eye-catching compared with the tens of millions of goods carried by e-commerce live broadcasts. Some insiders have said that there are still several major problems to be solved in the live food broadcast.

First of all, the most important core factor of live broadcast is interaction.

Different from the barrage in the live broadcast of the game, there are handsome men and beautiful women talking about mountains in the live broadcast of the program, there are discussions on prices and products in the live broadcast of e-commerce, and there are not many interactive elements in the live broadcast of traditional thinking food. The ingredients are generally prepared in advance, and the production process has not changed much.

Secondly, from the audience of food programs and food courses, most people watch programs to learn how to do it, and it is obviously more suitable to play back videos that can be paused.

At present, there are more than 30 catering enterprises participating in the live video broadcast, including 16 in Beijing, including Xibei Youmian Village, Zuozuo, Haiyun Cuisine and Flower House, Taotaoju in Guangdong, breezy drizzle in Shanghai and Tianyuan in Youxian County.

Write it at the end

During the SARS in 2003, Ma Yun had such a saying about saving himself and saving him: "During the SARS, no one should think that this is an opportunity, but should think about what kind of trouble we have encountered and how we can help everyone."

After the epidemic, the profit model and business model of catering enterprises will change, breaking through the dual model of in-house meal and take-out, catering enterprises need to increase income-generating points through multiple platforms and channels, and at the same time, take-out business will also focus on refined operation, which is no longer just online of in-house meal products.

Of course, such catering people can only survive in the industry competition if they make clean and good products and earn clear money.

For more information, please pay attention to official website in Jushang District, Innovation Business App, subscription number in Jushang District and Weibo in Jushang District.