Yishiliu hotel

Economic growth slows down and costs are high. The catering industry in China is very cold.

Quanjude, B can also press 16 and other high-end food and beverage companies. In order to survive, some of them take the initiative to lower their bodies, some dishes innovate business models, and some are magnificent.

It has become a common practice to pursue the diversified development of high-end catering.

20 12 lonely winter, although it hasn't arrived yet, it feels the unprecedented "cold current" of many domestic food enterprises. The catering industry is on the verge of bankruptcy, and many catering companies.

Zhang Jinfu, deputy secretary-general of China Hotel Association, confirmed to reporters that the growth rate of catering industry in China dropped sharply this year, reaching 18% in previous years, and only 13. 1 in the first half of this year. At the same time, the profit margin of catering enterprises has also shrunk dramatically, from about 10% to 7% to 8% or even 5% to 6% in the past.

In contrast, the mass catering industry, because of its high-end, niche positioning, has been hit more obviously, and the high-end catering industry has become the leader in China.

In this regard, Tao Xiangyu, the director of B 16, expressed sympathy. In an interview with reporters, he said that as a high-end catering club, it has always been a relatively small enterprise based on Sixteen B enterprises. Excluding the factors such as high continuous cost this year, sluggish economic environment, and government restrictions on reducing the hospitality expenses of the "three public" expenditure institutions, the business situation is not ideal.

Tao Xiangyu revealed that among the current consumer groups of B-6, personal consumption accounts for 30% of domestic consumption, corporate consumption accounts for 40%, foreign companies and joint ventures account for 30%, and other consumption accounts for 10%. At present, the slowdown in economic growth has been reflected in the reduction of expenditures by domestic enterprises.

The same high-end positioning seems to feel the "chill" of Quanjude. Recently, its third quarter report was released. The report shows that although the revenue reached a new high, it is difficult to hide the growth of net profit. In the third quarter, Quanjude achieved a total operating income of 542 million yuan, up by 1.25% year-on-year, which was attributed to listed companies of 45,533,200 yuan, up by 22.88% year-on-year. This is the first time that its third-quarter net profit dropped by 4.3% at an annual rate.

Two diversified afternoons are not the peak of eating. Hepingli Middle Street Store is located in Beijing Ditan Store, with a busy scene of 16. Tao Xiangyu also greeted the wedding guests at noon.

The wedding was a white-collar couple. Before that, it was hard for them to imagine that their wedding could escape such a high standard: pavilions abound, furniture, jewelry, antique calligraphy and painting bridges show their taste, exquisite tableware and authentic tableware entertain tourists ... br/>; What makes them "beyond their dreams" is a high-end catering club. Article 16 "Get healthy" introduces 3000 yuan to the public and 5000 yuan for each wedding reception.

Tao Xiangyu told reporters that this year, the 16 B wedding exhibition will be intensively promoted to attract mass consumers. It has achieved good results and is expected to become the company's long-term development ideas. "Weddings and conferences are sunrise industries, and we hope to get a piece of it."

In addition, B 16 "warms the heart" through rich expansion projects and operations. According to Tao Xiangyu, 16 B will open five new stores in Beijing, Tianjin and Taiyuan. At the same time, tea was introduced to provide guests with a pavilion or a bag for drinking tea and chatting.

In this regard, Kang Jianhua, a researcher in the catering industry of China Investment Consulting Hotel, said that the goal of some high-end catering enterprises is to lower their bodies, develop diversified customers and increase operating profits. This is also the best strategy to maximize profits during the "cold winter" period, which can not only maintain the high-end consumer market, but also develop the low-end consumer market. On the contrary, if high-end catering enterprises stay, they will face a more severe crisis.

According to Kang Jianhua, in recent years, domestic high-end catering enterprises began to change their development mode. In addition to lowering their posture, they also took measures such as online shopping and discount promotion to deal with the "cold winter". With the popularity of online consumption by more and more consumers, all major catering enterprises have the service of purchasing consumer goods online. On the one hand, they can get preferential treatment, on the other hand, they can ensure the high purchase volume profit of catering enterprises under the new conditions. Know the taste

Nanjing is a successful case of diversified development. According to Zhang Jinfu, in the same place, "cold" and authentic taste are still its high-end business, not only because of the growth of 15% to 16%, but also for the mass market.

In addition, the cheap food and innovative dishes launched by Quanjude this year are also a wide-ranging development measure.

The reshuffle of the industry is just another angle, and the "cold" attack may be a good thing.

According to Zhang Jinfu, this year's "cold weather" in the catering industry is a great challenge for most catering enterprises, but it is also a good adjustment. "Cold weather" may lead to industry reshuffle.

Zhang Jinfu believes that the big wave caused by the "cold wave" will make some small-scale catering enterprises with speculative, random and featureless products lack core competitiveness and be eliminated. Only a brand with cultural background and providing special services and products will become bigger and stronger. "

Some people in Zhang Jinfu think that high-end catering enterprises should pay more attention to the popular catering industry. "At present, the structure of China's catering industry is unreasonable. It should be olive-shaped, and the high and low ends are small, medium and large high-end restaurants. Now it is advocated that the small shape has two dumbbells, so China's mass catering has great potential. " He said.

Tao Xiangyu said that the positioning of high-end traditional business is B 16 "left" and popular weddings and conferences are "right". The ultimate goal is to develop from mass consumer groups to mass minority consumer groups. Only by expanding the market can we gain greater benefits. He hopes that the consumption of private enterprises and foreign businessmen will increase from the current 60% to 70% for weddings and conferences.

It is understood that at present, the pulling effect of acetic acid 16 wedding supplies has achieved initial results. In September, the store only received 9,285 people's dais. Although there is still more than one month before the end of 20 12, the reservation for the sixth annual meeting of B has also been put on sale.