"2021 China Food and Beverage Industry Ecological White Paper" released, one article to understand the development of China's catering industry

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In addition, the new crown epidemic has not only suppressed the development of the catering industry to a certain extent, but also played a subtle catalyst role.

In the turbulent adjustment this year, the catering industry has accelerated the development of online, chain, digital, brand, retail, food, and category barriers.

Strong categories and top brands are facing difficulties.
Not only did they not shrink their territory, but instead used chain mode, capital blessing and other forces to accelerate the race, harvest the market, and turn the impact of the epidemic into "opportunity".

Extending the perspective to the macro level of the catering industry, both the catering supply chain and other catering B2B service ends are also showing a trend of innovative development.

All in all, China's catering industry is an economic field with the most clear prosperity under the current macroeconomic background, which fits the classic thesis of anti-fragility theory: the stability of the system is based on the instability of the subsystem.

The development history of China's catering industry

The development history of China's catering industry

The development context of China's catering industry can be roughly divided into the following stages:

Original ecology: before the 1990s

Original ecology: before the 1990s

In this stage, the catering has developed rapidly, but most catering businesses are self-employed.

The brand of the production model in the farming era is still there.
Most businesses purchase ingredients on their own.
The management model is very extensive and the efficiency is low.

Industrialization: After the 1990s

Industrialization: After the 1990s

The entry of McDonald's into the Chinese market in 1990 marked the beginning of the Chinese catering industry's exposure to industrialized operation models.

Food and beverage management began to be formalized, and ERP systems and CRM systems appeared, which enabled food and beverage management to complete the evolution from manual to system.
Traditional supply chain management was transformed into system information management.
With the advent of personal computers, various business data began to be stored in information .

At this time, the focus of the development of the catering industry is in the middle and lower reaches of the industry, and providing operational services to catering companies and stores is the mainstream.

In 1992, Xia Hui began to deploy the cold chain in the Chinese market, marking the beginning of the cold chain industry.

At that time, many companies did not have the concept of cold chain logistics, and cold chain resources were also very scarce.
Cold chain resources were mainly concentrated in state-owned enterprises.

Informationization: After 2010

Informationization: After 2010

After 2010, with the intensified market competition, the “three highs and one low” problem of the catering industry began to become prominent, and catering companies urgently demand refined management.

The emergence of catering SaaS has completed the transformation of catering information from localization to cloudification, and online and offline integration has made data-driven operation and management possible.

Platform-based mobile apps continue to grow, group buying, takeaway, reviews and other services have become popular among the people, and the Internet has been deeply integrated with the catering industry.

The development focus of the catering industry is still concentrated in the middle and lower reaches of the industry, with a slight increase in upstream service companies in the industry.
With the rapid development of China's frozen food industry, the cold chain logistics industry has begun to accelerate growth, driving the gradual improvement of the domestic cold chain warehouse and distribution network.

Wisdom: after 2017

Wisdom: after 2017

In 2017, rents and labor costs began to skyrocket, and shopping mall dividends and demographic dividends were exhausted, forcing catering companies to strengthen supply chain construction.

In 2018, smart restaurants began to appear, trying to reconstruct the cost structure of restaurants and innovate operation and management models.

With the development of technologies such as artificial intelligence and big data, the supply chain has developed to a new stage of smart supply chain that is deeply integrated with the Internet and the Internet of Things, and the catering industry and consumer experience will continue to innovate.

At the same time, catering industry services are also developing towards intelligence, and various new application scenarios have been continuously derived, and online and offline connections have become closer.

Enterprises that provide services to the upstream of the industry have begun to develop rapidly, the demand for the cold chain of the whole people has exploded, the infrastructure system has become more and more perfect, and the upstream innovation of the industry has continued to emerge.

On the whole, China’s catering industry is in line with the characteristics of "leapfrog development".
The four productivity clues of original ecology, industrialization, informatization, and intelligence have been opened and existed at the same time, showing a relatively scattered and coexisting development prospect of multiple business models.
The core driving force that promotes the leapfrog development of the catering industry is technological progress.

Since the reform and opening up, the basic contradiction of China's catering industry is the contradiction between the increasingly urgent needs of catering companies to reduce costs and increase revenue and the relatively backward industrial supporting capabilities.
All innovation and development are centered on solving this contradiction.

China’s catering industry chain is relatively lengthy, involving upstream supply chains, industrial services, resource cooperation, mid-stream catering enterprise stores, takeaways, self-pickup, e-commerce retail, and other businesses and scenarios, as well as in-store consumption on the downstream consumer end, online reviews, takeaways, etc.
Payment and other services.

Overall, China’s catering industry presents the following three characteristics:

First of all, with technological innovation, service cloudification has become the main feature of industrial upgrading, and the emergence of platform-based catering industry services has changed the decentralized and isolated pattern of services in the past.

Secondly, upstream food material suppliers and supply chain companies have emerged.
With the improvement of the industrialization of food processing, leading companies such as Anjing, Sanquan, and Qianwei Central Kitchen have accelerated their catering channel product layout, and catering supply chain companies such as Meicai, Meituan Kuailu, Youcai, etc.
have risen rapidly, especially Yihai Eco-type catering companies such as Wangjiadu, Wangjiadu, and Xiaolongkan are accelerating the connection between the upper and middle reaches of the catering industry through the layout of the supply chain, central kitchen and other fields.

With the intensified competition in the catering industry, the competition among catering companies has shifted from the front-end store management competition to the back-end supply chain system competition.

Furthermore, the chain and standardization of the mid- and downstream catering industry is accelerating.
The acceleration of chaining and standardization, on the one hand, promotes the explosion of catering supply chain demand, and on the other hand, the expansion of leading catering companies’ stores in multiple regions is close to each other, resulting in fierce competition.
The rise of take-out and single-product catering shops has stimulated the need to improve operational efficiency in the catering industry, and the increase in the rate of chain catering has stimulated the demand for standardization in the catering industry.

Interpretation of Hot Elements of China's Catering Industry

Interpretation of Hot Elements of China's Catering Industry

Food Supply Chain

Food Supply Chain

The food and beverage supply chain is a basic application of the catering industry.
The main purpose is to provide all kinds of food materials needed by restaurants, including the entire industrial chain from food production to consumers, including raw material production, food circulation, catering processing, and terminals.
In the consumer link, information technology is used to coordinate and connect the relevant subjects of each node in the chain, and integrate the organizational form of all node logistics, information flow, and capital flow.

The average level of food materials expenditure in the catering industry in my country accounts for about 40% of the turnover, which is the most important cost expenditure of catering companies.
Therefore, the purchase scale of food and beverage materials should be around 2 trillion yuan.
Different types of catering companies have different requirements for the food supply chain, reflecting a high degree of dispersion.

The backgrounds of food supply chain companies are also different, mainly in the following three types:

Internet cross-border background

Internet cross-border background

Internet companies use relatively light business models to provide cross-border food supply chain services, build procurement platforms, provide relatively transparent information services for catering companies, provide convenient sales channels for suppliers, and assume the role of intermediary for information concatenation.

For example, Meicai.
com for small and medium catering merchants, Kuailu from Meituan, Youcai at Ele.
me, and Songxiaocai, an Internet platform that serves farmers’ markets and small and medium retailers.

Eco-type restaurant enterprise background

Eco-type restaurant enterprise background

Most of the food supply chain service providers that have fissioned from traditional catering companies have central kitchens and product research and development capabilities, and they often understand the needs of catering companies better.
For example, the Shuhai supply chain (Haidilao), which mainly serves medium and large chain catering customers, and fast food Supply Chain Kung Fu Fresh Food (True Kung Fu), Xin Liang Ji (Xin Spicy Road), a food supply chain focusing on hot food in catering.

Professional track background

Professional track background

Qianwei Central Kitchen, Yasui, Sanquan focusing on the supply chain of quick-frozen products, cold-linked world and meal Beidou focusing on logistics, Wangjiahuan serving group meal ingredients, positioning hot pot barbecue one-stop food supermarket, Guoquan Shihui, etc.
, These food suppliers that have grown up from the upstream of the industry are also constantly strengthening their level of intensification, and their resource integration capabilities and deep cultivation experience give them certain advantages.

In recent years, the rapid development of restaurant chains and takeaways has promoted the growth of demand for standardized semi-finished dishes.
Especially during the COVID-19 epidemic, people fight the epidemic at home, and many tend to order takeaways online.
This makes semi-finished dishes delivery services particularly popular.

The standardization of dishes in terms of appearance and taste is an important factor restricting the improvement of catering chains.
Catering companies can use semi-finished catering and supply chain distribution systems to accelerate national expansion; the high growth of takeaway and the rise of single-product catering outlets suggest improvements in corporate operating efficiency.
High requirements, semi-finished catering can improve the efficiency and turnover rate of catering companies, fast serving time, and can improve customer consumption experience.

In addition, catering companies are facing increasing pressure on rent and labor costs.
Under the current circumstances, it is impossible to transfer cost pressures to consumers.
Therefore, catering companies have more incentives to purchase standardized prefabricated semi-finished food materials.
In this way, the manual preparation process of the ingredients is omitted, the operation space of the kitchen is saved, and the cost is reduced.

As the most typical semi-finished dish, quick-frozen food is expected to usher in rapid growth.
The scale of the entire quick-frozen food industry is estimated to exceed 120 billion yuan, including about 64 billion yuan for quick-frozen noodles and about 40 billion yuan for quick-frozen hot pot ingredients, and it has maintained an average annual growth rate of more than 10%.

Compared with mature markets such as Japan, the main downstream of quick-frozen food is the catering channel, which accounts for about 60%, and the consumer retail channel accounts for about 40%.

In 2019, China's fast-frozen food catering channel revenue accounted for 48%, and retail channel revenue accounted for 52%.
Although the proportion structure is getting closer to the mature market year by year, it still shows an upside-down phenomenon.
In 2020, catering consumption is affected by the epidemic, and the contribution of catering revenue should decline slightly.
In the long run, the proportion of catering channel revenue will continue to increase.

Compound seasoning

Compound seasoning

In 2021, the scale of China's condiment market is expected to be close to 400 billion yuan, divided into three channels: catering supply (about 40%), household consumption (about 30%), and food processing (about 30%).
The consumption of condiments in the catering channel The largest and most viscous, it is the core track of the condiment industry.

The condiment market is subdivided into many categories, which can be divided into basic condiments and compound condiments according to the ingredients.
As the most basic condiment industry, basic condiments account for a relatively high proportion.
Among them, soy sauce is the king of basic condiments in China; compound condiments are made from two or more condiments and are specially processed.

According to the form, it can be divided into liquid compound seasoning, solid compound seasoning and compound seasoning sauce.
According to the category, it can be divided into chicken essence, hot pot seasoning (hot pot base + hot pot dipping seasoning), Chinese compound seasoning, western compound seasoning and others.

Compound condiments can be divided into standard compound condiments and customized compound condiments according to different processes.

In addition to prefabricated semi-finished products, compound condiments are another way for catering companies to reduce costs and increase revenue.
Compared with basic condiments that rely more on the chef’s experience and level, compound condiments can achieve high cooking efficiency on the basis of reducing costs, help the automatic processing of catering dishes, unify the standard of taste, and realize the ability to go to the chef.
.

In recent years, the growth rate of basic seasonings has begun to slow down, and compound seasonings are the future development direction.
With convenience, standardization, and taste stability, the market size of compound condiments is expected to reach about 160 billion yuan in 2021, with a compound annual growth rate of about 14%, which is faster than the overall market.

Hot pot seasonings and Chinese compound seasonings are important and best-quality compound seasonings.
It is expected that the market size will increase to 33.
2 billion yuan and 30.
2 billion yuan in 2021.

In the context of the relative formation of the competitive landscape in the condiment industry, customized compound condiments are in a period of high dividend growth.
They have performed well in the near future and are expected to become a flashpoint in the industry.
Customized compound condiment companies can quickly seize the market through differentiated products and differentiated customers, and make breakthroughs in product strength and channel strength at the same time.

On the one hand, the life cycle of customized compound condiments is relatively short.
Continuous development and upgrading of products is very important for customized compound condiment companies.
They need to pay special attention to the needs of consumers, but this puts a higher level on the team’s research and development capabilities.
Claim.

On the other hand, with the rise of service companies in the catering industry chain, composite condiment companies are expected to effectively integrate the needs of downstream companies, and companies with product strength advantages have the advantage of expanding sales channels.
At the same time, customized composite condiment companies are cooperating with downstream catering companies.
Enterprises have greater advantages in the development and adjustment of new dishes.

Information Technology Service

Information Technology Service

Catering information technology services mainly refer to the services that catering stores use information technology during their operation, including ERP, CRM, SaaS and other service software and supporting hardware.
At present, it has become an industry consensus to replace traditional software with a cloud-based architecture and easy-to-operate SaaS service.

Different from the traditional way of purchasing software directly, the SaaS system is mainly deployed by software operators to the cloud.
Users can directly operate and manage through the cloud services provided by the operators, so that merchants can enjoy lighter services and more favorable prices.
The price, which also greatly reduces the threshold for enterprise refined management.

From the industry average level, SaaS service companies have an annual revenue of 100 million as the threshold for survival, but it is estimated that less than 2% of companies reach this level.
Most SaaS service companies have not yet achieved profitability and still rely on external financing.

Beginning in 2017, Hengqiang, the top catering SaaS company, has increased its scale through financing and mergers and acquisitions.
On the other hand, customers of high-quality catering companies have also begun to concentrate on top catering SaaS companies.

The barrier to SaaS services is not in technology, but in product landing capabilities.
Different business scenarios have different logic for data interfaces and business processes.
Insight into logic and solving core pain points are the core barriers.
Taking into account the difficulty of scale expansion and customized research and development, The catering industry, where the industry is relatively fragmented and dominated by small and medium-sized enterprises, has become the first to penetrate the SaaS system.

At present, the target consumer groups of the catering SaaS market are mainly concentrated in the waist business, which is also the easiest part of the catering SaaS system to cut into.
Behind the flourishing development of the catering industry is the reality of high costs and low profits.
In addition to the need for cost reduction, seeking new profit growth points is also a pain point for small and medium-sized businesses.

One party has a strong demand for cost reduction and efficiency enhancement and is willing to pay, and the other party can provide corresponding services.
The combination of the two has jointly promoted the prosperity of the catering SaaS market.

In 2020, under the urging of the new crown epidemic, the use of SaaS tools to operate private domain traffic has become a hot trend in catering.

For top catering companies, they already have a certain brand appeal and do not completely rely on a centralized traffic platform.
They hope that professional SaaS service providers provide a decentralized private domain traffic operation model to precipitate their own traffic.
If possible, they are more inclined to provide one-stop smart catering solutions by SaaS service providers to reduce online operating costs and increase revenue.

For non-head catering companies, the ability to acquire customers and influence is weaker, and they rely more on the traffic import of external centralized platforms, and bear a high proportion of commissions for this.
They prefer non-customized and relatively standardized functions.
, The more cost-effective private domain traffic operation tools, although their ability to pay is not strong, but they win in huge numbers.

Compared with the public domain traffic provided by centralized platforms, private domain traffic emphasizes decentralization.
It has the characteristics of its own traffic, repeated access, and free use.
It has helped many restaurants to tide over the difficulties during the COVID-19 pandemic.

Private domain traffic SaaS tools can help restaurants do precision marketing and improve the efficiency of private domain traffic operations.
Through self-operated user data, the use of SaaS analysis tools can achieve personalized marketing for thousands of people, and targeted distribution of promotional activities and other methods.
Enhance the stickiness of repurchase by regular customers.

Central Kitchen

Central Kitchen

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Beginning in 2018, from catering companies to upstream supply chains and service providers, there has been a head concentration effect.
Resources including capital have begun to concentrate on top brands and top companies, and the Matthew effect has gradually emerged.

The upstream industry represented by the supply chain is more prone to scale effects, especially the prefabricated semi-finished products and compound condiment tracks that directly benefit from catering chain and standardization needs, and have the most potential to nurture tens of billions of leading enterprises.

Catering SaaS service providers have become more headed.
With the rapid outbreak of industry demand, leading SaaS service providers use capital to invest in mergers and acquisitions and cooperation to amplify their first-mover advantages, and rely on strong link capabilities to connect the key data of each node in the production chain.
It has become a general trend to build intelligent catering integrated services, and the commercial application of artificial intelligence is expected to become the future trend of improving efficiency and building a moat.

With the further reshuffle and integration of the catering industry, a more standardized and orderly catering ecology led by leading companies will gradually take shape.

The development focus shifts from the middle and lower reaches to the upper reaches

The development focus shifts from the middle and lower reaches to the upper reaches

Thanks to the development of the Internet, Internet of Things, big data, cloud computing and other technologies, the traditional catering industry chain is constantly changing, and the circulation of information and resources between various roles in the industrial ecology is more efficient, and the development focus is from the middle and lower reaches of the industry to the upstream Migration, industrial development becomes relatively balanced.

Before 2015, the focus of the development of the catering industry was mainly on the operation and service of catering companies, catering stores, and the consumption process of consumers.
At that time, there were low labor costs brought about by the demographic dividend, and shopping malls and catering businesses were in honeymoon.
For the long-term market dividends, catering companies pay more attention to "improving efficiency.
"

After 2015, the so-called demographic dividend and shopping mall dividend enthusiasm gradually faded.
Labor costs and rent costs have become lingering pain points for catering companies.
Take-out dividends were raised almost at this time, but for most restaurants, The income of the takeaway platform after commissioning is very limited.

At this time, there are two paths before the catering companies.
Either avoid the extremely rigid labor and rent costs, and make a fuss on the cost of ingredients that account for the largest proportion, or innovate the store model and rebuild the cost structure.
These two paths All must seek support from the upstream of the industry.

It is also from this time that the upstream of the catering industry has become more active, and some catering companies have directly set foot in the upstream field through ecological layout.

Big data sovereignty is essential

Big data sovereignty is essential

With the gradual popularization of 5G technology, the era of smart catering has quietly arrived, and online and offline integration, data and technology have become the development trend of catering.
In this context, the issue of "big data sovereignty" has been ignored but it is crucial.

For the catering industry, there are three levels of big data that attract the most attention.
The first is big data at the macro-trend level, which is related to the overall operation and development trend of categories, tracks, industries, and the industry; the second is big data at the corporate operation level, which involves all aspects of business operations; the third is the big data at the consumer behavior level.
Data, including consumer portraits, consumption habits, decision-making mechanisms, precision marketing and many other key information.

In the past, the various nodes in the industry chain were isolated from each other, like information islands.
Now the information flow in the industry is much better, but because of the barriers of big data sovereignty, product design, procurement planning, marketing strategy, Key decision-making phenomena such as information services are still widespread.

At this stage, most store operation data is concentrated in the hands of centralized platforms, and many data with precious industry reference values ​​cannot be used outside; a considerable number of companies hand over their core data sovereignty after finding information technology service providers.
In-depth mining has also become a shopkeeper; and the collection of consumer personal receipts is still a gray area, and some data collection has touched personal privacy under the protection of the law.

It can be said that big data is the "key" to open up the entire catering industry chain, maximize the ecological power of the catering industry, and realize the integration and optimization of the industry's upstream and downstream.
Occupy the first mover advantage in the fierce competition in the future.

Source: Red Meal

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

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