The epidemic is forcing catering to upgrade. Why is this the best transformation opportunity for enterprises?

Needless to say, the impact of the epidemic on all walks of life in society is not immune to any industry. But everything has two sides. The epidemic will not only "force" enterprises to generate greater vitality, but also promote the "evolution" of industries and enterprises. After all, the result of standing still can only be a dead end.

"Opportunities often appear in the form of difficulties! The epidemic will pass eventually, and we still have a lot to face. Instead of worrying about the present, think about the future. How to face the end of the epidemic is far more important than worrying about the present. We can have a good rest during this time. Let's use our brains together, sort out our work, adjust our mentality and face the future together! "

-Dining pioneer

The second half of the "anti-epidemic" campaign of catering enterprises

The road to model survival

Who does the future belong to? Undoubtedly, enterprises that are unaware of the changes in consumption and competition situation after the epidemic will definitely run away after being "forced" to the epidemic.

After the baptism of this epidemic, consumers, especially catering consumers, will have a deeper understanding of life, health and life value, and a brand-new, healthier and more tasteful lifestyle will be born.

Based on this inference, catering enterprises need to reconstruct the system from products to brands in order to achieve "comprehensive recovery" after the epidemic.

Under the epidemic situation, the changes of catering enterprises on the road to survival are anytime and anywhere, and the food in restaurants is basically closed on all sides. As for take-away, behind the short-term "prosperity", many brands have pressed a new start button: new retail-online and offline sales of ingredients, semi-finished products and food retail.

Many stores in Wangshun Pavilion in Beijing launched "fresh vegetables" reservation products on the take-away platform, and consumers can purchase fresh vegetables directly in Wangshun Pavilion through the take-away platform;

Small hanging pear soup also uses the same method, in addition to fresh vegetables, it also sells pre-processed minced garlic, onions and other products;

Yanzhanlou Anzhen Store has also started to sell all kinds of fresh vegetables prepared for the Spring Festival at low prices in the store for nearby residents to purchase;

Tanggong Seafood Restaurant began to sell all kinds of seafood products at low prices and delivered them to your door.

Since the outbreak began to ferment, many time-honored catering brands in Beijing Huatian have been promoting home delivery service on New Year's Eve.

There are also many catering companies that focus on survival-online live broadcast rooms.

On the eve of Lantern Festival, Dongpo, Meizhou turned the R&D kitchen into a Taobao live broadcast room, and the chef turned into an anchor, covering jiaozi and interacting with netizens.

It sets the theme of the live broadcast as "Who is not a gourmet after staying at home for so long"?

Not only that, live broadcast brings traffic, and traffic brings benefits-"selling" semi-finished ingredients. There are five food links below the live broadcast, namely Sichuan sausage in Dongpo, Meizhou, braised pork in private houses, lunch meat, sausage and bacon in semi-finished fast food dishes in Dongpo, Meizhou.

The restaurant sells semi-finished products or ingredients through online live broadcast, and netizens can take photos directly from Tmall and go home to simply prepare food.

30 food companies, including Kungfu and Xiaxia, tested the water on the spot. Major restaurants are ready to move, transforming the kitchen into a live broadcast room, and chefs have become the anchors of teaching and cooking.

In addition to Meizhou Dongpo, more than 30 companies, such as Burger King, Papa Johns, Kungfu, Xiabu Xiabu, Yoshinoya and Red Champion, are also trying to transform the kitchen into a live broadcast room.

"The most direct reason is to respond to the call of the state, let people stay indoors and have fewer parties. We took the chef to the R&D kitchen and taught everyone to learn cooking at home, hoping to use Taobao live broadcast to give customers and Meizhou Dongpo a new channel for more interaction. " Du Junhui, Minister of Electronic Commerce of Dong Bo, Meizhou, said.

However, under this epidemic, the traffic such as live video has soared, and catering has also sized up the situation and seized the opportunity to tap the traffic dividend.

On February 1 1 day, Taobao Live announced that it was open to catering businesses nationwide free of charge and provided traffic support. Zero threshold, free to enter. Before the merchants settled in, Taobao Live also provided free 1 to 1 exclusive services for catering owners and employees to ensure that they mastered the live broadcast skills as soon as possible and helped the catering people to return to online work.

Shaded willows and blooming flowers ―― beautiful scenery

Who can be reborn in a crisis?

After 20 10, the catering industry entered "golden decade". A group of catering industry data shows that it took nearly 28 years for China's catering industry to break through 1 trillion yuan. From 1 trillion to 20 1 1, it took five years for the catering sales revenue to break through 2 trillion; It took four years for retail sales to exceed 3 trillion from 2 trillion to 20 15; From 3 trillion to 4 trillion, it only takes three years.

The number of stores increased from 1 10,000 to 20 19, exceeding 1 10,000, an increase of 10 times. Revenue has increased by as much as 700 times, which is behind the unique "eye-catching" enterprises to seize the changes in consumer demand. Only based on "demand" is the foundation of the development of catering enterprises. There is no doubt that this "COVID-19" will bring great changes to catering consumers.

First, catering products attach importance to health and safety; First, cost-effective catering has become a necessity. This requires enterprises to start with products and brands in order to achieve "rebirth" after the baptism of the epidemic.

I would like to ask, what kind of segmentation in catering will be the biggest impact this year?

According to a set of statistics from 20 17, "Japanese food" turned out to be the second fastest growing American food category in the comments of the US delegation, almost comparable to Sichuan food. Under the epidemic in 2020, online platform data shows that Japanese materials are the category with the highest closing rate.

Then why is this? The answer should be found from two aspects. First, the "aggressive malice" that the outside world can't stop-the plague, survival is the greatest. Second, consumers reconsider their needs and go out to eat "for what".

In Shanghai in 2003, this news: SARS came and hundreds of online celebrity shops disappeared overnight. From this point of view, under the crisis, the "explosion shop" that focuses on marketing light products is the first to go out. It can be seen that in the commercial society, the "nouveau riche" who does not pay attention to the basics will not last long. After all, to be steady and steady, we need not only courage and talent, but also thickness and wisdom, so that we can grasp the lifeline of operation in adversity, be far-sighted, keep pace with the times, and be based in the jungle.

How will "eating" develop in the future? Change is certain, but constant is absolute. "eat drink man woman" also talked about eating first. So pessimism is irreversible, but hope for eternal life.

From the production point of view, the development of dishes must be in a healthy direction. The "belly-wrapped" nature of products will be greatly reduced, and people will be willing to spend money to meet their needs that cannot be met at home, such as socialization, such as experience, and "personalization and diversification" will be put on the agenda.

The winning enterprises after the epidemic must correctly grasp the consumption changes during the epidemic period, and the marketing thinking has successfully changed from "studying how to sell" to answering "why buy".

With the iteration of consumption, most direct chain catering groups began to take the high-end route, pursuing high customer unit price in stores and paying high costs in labor and decoration.

In a sense, consumers' choice of catering brands in the epidemic has answered the question in the industry: When building catering brands, do they tend to be "ingenious", original and manual, so as to increase added value and intercept the bonus of consumption upgrading? Or do you prefer modular, standard and simple SKU to meet the preferences of most people?

Now the national conditions have answered this question: the standard of return. Gain the trust of consumers.

As the epidemic subsides, there will be "retaliatory growth" in some consumption areas-this is a lesson in 2003. The catering industry in 2020 may be the same.

For the long-term development of an industry, a "disaster" is also a reshuffle, which will screen out excellent enterprises.

20 10-20 19, the development of catering industry has changed people's lives and developed countless refreshing trends and trends. In 2020, a new decade is coming. No matter what the future holds, it will be a test.

"Brothers who do catering, without a table, just want to win."