Good food is the absolute truth.
Wen sun yuan
Editor Wan Deqian
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Internet subverts the catering industry?
It is no exaggeration to say that it was an era when marketing was king.
On April 6, 2014, two days before the official opening of the store, with the help of a ten million-million-disseminated tweet entitled Why I quit my job to sell meat buns, Master Xishao became popular with one shot. The next month, he received millions of dollars in angel financing and sold 200,000 meat buns in the opening day of the first store in Wudaokou.
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Internet catering, from prosperity to decline
At this time, Huang Taiji can be said to be building the Great Wall on the ant cave, the scene of C-end grabbing three meals has not been effective, Huang Taiji also took advantage of the take-out of the dividend of O2 O to transform the take-out platform, and received 180 million yuan of financing. Self-built central kitchen, self-run takeout channels and distribution, through the extraction method and third-party cooperation, but the brand quickly because of the high cost of withdrawal, takeout factories are also closed down.
Although in the late period, in order to save the business, Huang Taiji opened up the city to join, but it is still difficult to compete with the two giants of American League and hungry. In 2016, Huang Taiji, a strategic investment, was regarded as a disguised acquisition by the industry.
The direct result is that stores lose money and close down. According to the official website of Diaoye Buffalo, there are 8 stores in Beijing, while only 4 stores are available for public comment. In addition to the financing of 60 million yuan in 2013, there was no investment in Diaoye's brisket. In the preparation for the opening of the new store in Dayuecheng in 2015, public financing was also opened.
In terms of products, the situation of Western Youth Master and Funiutang, which are not too controversial, is much better than that of Funiutang, but they have also been transformed and adjusted to some extent.
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Internet thinking collides with catering industry, radical entrepreneurship under fundamentalism is the cause of failure
According to the Annual Report of China Catering Industry 2018 issued by China Hotel Association, in 2017, the top 100 catering groups in China earned more than 200 billion yuan, accounting for 5.04% of the national catering industry.
Correspondingly, according to the data of China Catering Report 2018, the number of restaurant merchants in 13 of the 18 major cities selected in the report declined, and the total number of restaurant merchants decreased by about 1059,000 compared with 2016. And the number of restaurant merchants in China is still growing rapidly, which shows that the increase of business in 2017 mainly comes from the second, third and fourth-tier markets.
Behind these figures are millions of small catering businesses, but also one of the main forces of the catering industry that can not be ignored. For these merchants, Internet-based membership, community, brand marketing, inventory management and supply chain transformation are not as effective as online payment and take-out channels, which can improve efficiency at the lowest cost.
This is the real reason why Internet-based catering brands are particularly popular and unsustainable.
Happy tea is a positive example in this respect, once the glory of net red, Happy tea has also been questioned how long it can last. But by opening more stores, reducing queues through online apps, and continuing product development iterations, Happy Tea entered the seventh year not only stores throughout the country, but also opened the process of overseas.
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Under fundamentalism, the tragedy of Internet catering repeats
Not only Internet catering, but also the entrepreneurship project which seeks to subvert some traditional industries or basic things will fail if it does not return to the basic product and service level.