Ji'nan catering faces "shuffle" to high-grade to "civilian recipes"
source: Xinhua net reporter cover happy
reporter from the 23 provincial cooking association meeting learned that the growth of China's food and beverage revenue slowed down in the first two months of this year, since 2000, the increase in growth has fallen to less than 10%, and the rate of upscale catering in Shandong has also fallen into the valley. The chain reaction of tax, employment and surrounding industries. Shandong catering to "high-end" trend is obvious, the industry through reducing the consumption threshold, expansion of zero point, marching into the takeout, undertaking group food and other "enterprising" strategy to actively adjust.
the growth of food and beverage industry in the first two months of the Chinese Cuisine Association, standing vice president and Secretary General Feng Enshou, said that the national catering industry revenue was 403 billion yuan in the first two months of this year, up 8.4% from the same period last year, which was the first time in the new century to fall to less than 10%. Provincial cooking association, standing vice president and Secretary General Li Guangbi said, from 1 to February this year, Shandong star hotel restaurant appeared "back tide", the hotel reservation rate has been accepted to 50%, a hotel in Ji'nan once back more than 170 table banquets.
according to the investigation by the provincial Cuisine Association on hundreds of enterprises in Shandong, 80% of the business operations have been affected, of which 40% of the enterprises have no change in passenger traffic, but the consumption of the customers is reduced, the natural profits are reduced, and 40% of the enterprises' passenger flow and consumption are decreasing. Due to the decline in high-end restaurant sales, the local tax revenue of catering industry has also declined. Our province also affects aquaculture, planting and food processing, and also affects employment.
each shows the "cold winter" that continued last year. The catering industry is facing the "spring cold". In front of the change, the catering enterprises have their own spirit. Li Guangbi said that during the recent period, star rated hotels, large high-end restaurants and high-end clubs were very difficult to manage, but they were seeking breakthroughs.
many catering enterprises realize that waiting, wait-and-see and hesitation have no way out. They can broaden their minds and diversify their financial resources to make a difference. Many hotel and catering enterprises have taken some effective measures to achieve good results. For example: according to the practice of the hotel, reduce the expansion of zero or no room fee in the room, cancel the minimum standard and flexible operation, make out the products, carry out the service of the meal, undertake the family banquet, contract or undertake the group food, the office canteen, the development of fast food and the economical and economical buffet.
News (reporter Zhen Zhen) last year, after the central "eight provisions" and "six prohibitions" came out, high-end consumption cooled down, and the catering industry collectively became cold. Forced by the situation, high-end hotels in Ji'nan have begun to seek breakthroughs, and some have even relocated through "renaming". Analysis of the industry, high-end restaurants will target the transformation of low-end consumer market targeting, Ji'nan catering industry will face a shuffle.
recently, the "shark fin" restaurant located at the foot of thousand Buddha mountain will be replaced by the sign of 13 years. This high-end hotel has become the first industry Pathfinder in Ji'nan to show its transformation attitude by renaming it. The reporter understands, before this, the lowest consumption standard of the hotel is 680 yuan / place, a table of ten thousand yuan is a common matter. Now, after the hotel is renamed, the consumption standard has plummeted, the minimum set standard is only 168 yuan per person, and the average consumption of 100 yuan can be very rich. Wang Yongyuan, the general manager of the hotel, told reporters that the purpose of "renaming" was to relocate, let ordinary people dare to enter the door, close to the public, and meet the needs of middle and low consumption.
according to the data of Ji'nan business department, since the Spring Festival, the operating income of large catering enterprises has generally decreased by 20% - 50%, and this effect will be long-term. In 2013, the retail sales will drop by more than 25%. In the face of market changes, high-grade restaurants are taking various measures to actively transform. In addition to "renaming", some high-end hotels change business packages to zero or even lunch boxes; some change Executive Hotel into a buffet to attract young consumers; some set up a "shop in a shop" in a hotel and a family restaurant suitable for household consumption to attract public consumption. No matter what the form is, their target is the low-end consumer market.
the responsible person of the municipal commercial bureau said that the catering market in Ji'nan is now showing a phenomenon of "two small, medium large". In Ji'nan, simple low-end or high-end catering consumption can no longer meet the market demand, which leads the mid-range catering market to become the largest consumer market. At present, facing the downturn of the high-end catering industry, high-end hotels will occupy the middle market share. This will be a key strategy this year.
an industry who has been engaged in the catering industry for more than 10 years has analyzed that the high-end catering industry must be transformed into a medium and low end catering service which is more close to the general public. All this has been expected. The middle and low end market has huge customers and small profits. The catering industry should have returned to the public. In 2013, the catering industry will be a major reshuffle. The industry will have to return to the track of rational development.