The main content of the catering industry is that organizations (such as restaurants, hotels, food processing plants) or individuals engaged in the industry can process food to meet the dietary needs of diners, so as to obtain corresponding service income.Due to different regions, different cultures, different peopleeating habits, different tastes, therefore, catering around the world shows a variety of characteristics.
The catering industry is an earlier open industry in China.With the continuous influx of internationally renowned catering enterprises, the business philosophy, service quality standards, cultural atmospheredietary structureThe quality requirements of employees have had a profound impact.It can be predicted that the fierce competition in China's catering industry will continue in the future.
The domestic catering industry, due to going abroadTransnational operationThere are not many enterprises. The main customer group of Chinese food overseas development is overseas Chinese. Chinese food is also one of the pillar industries of the Chinese economy in the world today.However, due to the variety of Chinese food requirements, the different cooking techniques, and the different requirements of seasonal changes on diet, Chinese food cannot be likeMcDonald's、Kentucky Fried ChickenIt is standardized and industrialized, so its "going out" road is difficult.
After more than 30 years of development and market competition, China's catering industry has enteredDiversification of investors、Business typeDiversificationmanagement model Chain and industrial developmentNew stage, the industry has a strong momentum of development.By August 2011, China's catering industry had achieved sales revenue of 1292.3 billion yuan,Year on year growth16.3%。
As an important part of the service industry, catering has a large market, fast growth, wide influence and absorptionEmployabilityIt has strong characteristics and is widely valueddeveloped countryAn important carrier of export capital, brand and culture.All roadsfinacial capitalandIndustrial capitalThis trend is further encouraged by the intervention of.[1]
classification
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Due to different regions, different cultures, different peopleeating habitsDifferent tastes, therefore, catering companies around the world show diversified characteristics, which can be divided into the following categories:
Food and BeveragesIt can only be used once and enjoyed on the spot, which means that the service can only be carried out after the guest enters the restaurant, and the service will naturally terminate when the guest leaves the restaurant.
Intangibility
The catering industry is invisible in service effectiveness, which is different from fruits, vegetables, etcTangible productsThe quality can be judged by color, size, shape, etc.Catering service can only be evaluated by the customers' personal experience after purchasing, consuming and enjoying the service.
Difference
On the one hand, the difference of catering service means that the catering service is passed by the staff of the catering departmentManual labourThe catering services provided by each staff member are different due to their age, gender, personality, quality and education levelService attitudeandservice mode There will also be some differences.
Directness
After general industrial and agricultural products are produced, they can reach consumers only through multiple circulation links.If the product fails to pass the quality inspection before leaving the factory, it can be reworked. In the store, you can not ask for the unsatisfied productsCatering productsIs different.Its production, sales and consumption are almost synchronized, so the service and consumption between producers and consumers are face-to-face.
In an era of demand economy in which supply exceeds demand, the key to the success of enterprises is whether they can firmly lock in and catch the demand before it is formed.Those successful companies often devote their whole lives to the current needs of the resource search industrypotential demandAnd new demands!
With the increasing competition in the catering industryCatering enterprisesM&A integration andcapital operation More and more frequently, domestic excellent catering enterprises pay more and more attention to the research on the industry market, especially onEnterprise developmentEnvironment andcustomer demandIn depth study of trend change.Because of this, a large number of domestic excellentCatering brandRapid rise, and gradually become a leader in the catering industry!
ChineseCatering marketAfter years of reform and development, it has entered a new stage,market competition There have also been some new changes in the situation.It is very important for catering enterprises to grasp this change trend and study and formulate correct countermeasures.The catering market is relatively the most dispersed market, and no large catering group in China can occupy 1%market share。It can be said that the catering industry is a completely competitive industry,Industry concentrationQuite low. The trend of future development is to significantly increase the concentration of the industryScale enterpriseIntegration of.From the perspective of the competition and development pattern of catering enterprises, the competition of catering enterprises in China will be more intense in the future, with moreEnterprise listing。
The development of China's catering industry shows the following four characteristics:
1、 By simplePrice competition、product qualityThe competition between products andCorporate brandCompetition, cultural taste competition.At the beginning of the reform, catering enterprises mainly fought with each otherprice war, fighting for variety, service and decoration;The situation has changed, and consumers need to meetPhysiological needsTherefore, more and more operators turn their attention to building their own brands and improving their cultural taste.This is a higher level of competition.
2、 From single store competition and single business competition, it has developed to multi business, chain, group and large-scale competition.
3、 From local development to foreign development, fromsmall cityXiang Dazhongurban development , from the east coast toCentral and western regionsdevelopment;Some are from big cities toSmall and medium-sized citiesIt extends from west to east.A large number ofCatering companyA common feature of both chain enterprises and chain enterprises is that they seek to expand to other places, base themselves on and occupy markets in other places, and even enterkey cityAnd international metropolises.Nowadays, the concept of region has been weakened, and the market radius of catering enterprises has been greatly extended.
4、 Competition between Chinese and foreign catering enterprises has intensified.The catering industry is an industry that has been relatively early in the reform and opening up. Foreign capital, especially some international famous brand enterprises, continue to pour into the Chinese catering market. China's catering industry has been facing strong challenges from foreign catering brands. Compared with foreign catering, domestic catering enterprises have a large gap in hardware and software, especially in management and service.After China's entry into WTO, more foreign catering enterprises have entered China's catering industry to intensify competition.When foreign catering enterprises enter Chinamanagement idea, Servicesquality standard, cultural atmospheredietary structureThe quality requirements of employees will have a profound impact.And ChinaLocal brandsThe pace of catering going global is slow and the competitiveness is not strong.
In foreign countries, Chinese food enterprises are mostly characterized by small scale, poor environment, poor service and lack of obvious Chinese food characteristics.In China, Chinese food enterprises faceForeign brandsThe extrusion of catering enterprises.The top 10 in China only account for the total number of catering industryturnover4.78%,sales revenueGenerally, it does not exceed several hundred million yuan.And KFCPizza hutFor the representative foreign catering giantsKentucky Fried ChickenThere are more than 2000 chain stores in China, with sales revenue exceeding 21.5 billion in 2007.Competition will also intensify further.
Chinese tableware has the unique charm of full color, fragrance and taste, and has a large number of consumers and market shares. However, standardization is the bottleneck of scale competition. The key reason is that taking Chinese cooking as a highly handicraft work requiresscientific analysis formationStandardization of Chinese foodFlow process to make it a cateringEnterprise core competitivenessThe main body and the components of the development foundation.This work requires long-term implementation and continuous standardization, which is unbearable for most small and medium-sized catering enterprises, but it is also the key that Chinese food must break through.
Development overview
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As China's catering industrythe service sector; the tertiary industryAs a traditional service industry, there are 4 million catering outlets nationwide.At the same time, large-scale enterprises began to emerge, with 11 enterprises having turnover of more than 1 billion yuan, 34 enterprises having turnover of more than 500 million yuan, of which the top ten enterprises had turnover of 33.676 billion yuan,Year on year growth18.4%, accounting for nearly 50% of the total turnover of the top 100, reaching 49.34%.In 2011, the revenue of China's catering industry reached 2063.5 billion yuan, up 16.9% year on year.Industrial scaleIt was the first time to break through the 2 trillion mark. It only took five years to break through the 1 trillion turnover in 2006, with an average annual growth of more than 200 billion yuan.Although the scale of China's catering industry continues to expandGrowth rateLooking up, it has shown a downward trend.From nearly 10 years of accommodation and catering industryRetail salesGrowth vsTotal retail sales of consumer goodsThis downward trend can be observed in the comparison of growth rates and the growth rate of monthly catering revenue in 2011.
China's reform and opening up has gone through more than 30 years of ups and downs. During the 30 years of reform and opening up, China's catering industry has also experienced three leaps and bounds with the wave of reform.In the past 30 years, Chinese catering has experiencedWestern fast foodSeize the Chinese marketSarsThe impact of, and thenFood Safety, China's catering industry has achieved continuous growth in sales under the impact.Average of catering enterprises in Chinalife cycle2.5-3 years, includingPayback periodIt takes 8-18 months, and the growth period is 18-28 months. However, it takes 24 months to establish and improve the chain franchise system, which is bound to be accompanied by weak competitivenessmanagement systemImperfect, poor network stability, etc.Generally, the number of stores in the exploration stage is 1-10,Growth stageIt is 11-40. In this period, the risk is the largestMaturity stage41-100, and more than 100 in the fully mature stage.The more mature the catering chain franchisors are, the less risk investors will take.
Consumption analysis
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Analysis of consumption behavior in catering industry
With ChinaResident incomeThe increase of the level, the acceleration of the pace of lifeConsumption conceptThe catering industry has developed rapidly with the update of.There are three development trends for Chinese catering consumers:
First, business consumption increased.
Economic development promotesBusiness activitiesBusiness entertainment activities have promoted the rapid development of high-end catering.
Second, alternative consumption increased.
With the economic development and the increase of residents' income, more and more people choose to spend in hotels instead of cooking, which is mainly reflected in the popularity of New Year's Eve dinner in recent years.
Third, forced consumption increased.
more and moreWhite-collar workersAs well as migrant workers working in cities, they are pressed for time and have no conditions to start their own cooking groups. They have no choice but to have meals in restaurants, which encouragesFast FoodDevelopment of the industry.
