Closures, shrinks, bankruptcies, bankruptcies, and the sale of real estate to pay off debts, ......In 2023, these catering brands will be worse than the other.
This article was originally published by Red Meal Network (ID: Hongcan18), author: Zhou Mo;Editor: Wang Xiuqing.
The end of the year is approaching, but the catering industry is cold.
Recently, another well-known restaurant publicly said, "I don't know if it can survive this year!."”
According to the southern *** report, not long ago, the chain brand "Xiaoshan Japanese Restaurant" under the Guangzhou Taikoo Hui store to consumers ** news that Japan's nuclear sewage discharge has had a very big impact on the store's business, the store has suffered frequent losses, I don't know if it can survive this year, it is recommended that consumers go to the store as soon as possible to spend the money in the stored value card.
The news quickly sparked heated discussions. In fact, since the beginning of this year, there are not a few catering stores that have struggled to support, and many stores that can't support and even some well-known brand stores have also fallen a lot.
Enterprise survey data shows that since the beginning of this year, as of December 21, 2023, the number of revocations by domestic catering enterprises has exceeded 12650,000 units, which is more than twice the sales volume of catering enterprises in 2022, setting a new high for catering enterprises since 2020!
Behind the shocking data are countless "killed" restaurants, as well as the cruel truth that is rarely known in the current catering industry.
Bankruptcy, bankruptcy, sale of real estate to pay off debts, ......
The restaurant brands that will die in 2023 are getting worse than the other
At the end of November, Red Dining Network (ID: hongcan18) disclosed the current situation of "closure", "difficult transfer" and "revenue contraction" of popular street restaurants in Guangzhou, Beijing, Chengdu, Shenzhen, Shanghai and other places, which resonated with many catering people.
In fact, this is just a microcosm of the "closure" of the restaurant market this year.
Red Meal Network combed and found that since the beginning of this year, many restaurants across the country have closed their stores and "died", involving baking, tea, hot pot, coffee, Chinese food, snacks and fast food, desserts, buffets and other major categories, such as contraction, bankruptcy, bankruptcy, selling real estate to pay off debts, abnormal business and other keywords, which are frequently seen in the newspapers.
In the baking track,Known as the champion of Japan's must-eat desserts, letao Otaru foreign fruit shop Shenzhen store is closed;The well-known doughnut brand Dunkin' Donut withdrew from the Chinese market;The old bakery Christine store is all closed, and the property is sold to pay off the debt;Niujiao Village was exposed to bankruptcy and liquidation;The new Chinese baking "twin stars" Tiger Head Bureau Standard Chartered Cake Store was deeply involved in rumors of bankruptcy, layoffs, and debts, offline stores were closed one after another, and Momo Dim Sum Bureau retreated to Hunan.
New tea drink track,A little bit、Happy lemon、Buckle hemp tea drink、Big gulp。
9. Brands such as Fushimi Peach (formerly "Fushimi Momoyama") closed their stores and contracted ......
Hot pot track,Xianhezhuang closed the store and shrank, and only 30% of the stores in the country were left compared with the peak periodThere are only 2 stores left in the hot pot of Shangshangken Chuanchuan incense;Thank you for the closure of the stores in many places, ......
In addition, Hong Kong's "Rich Canteen" Fu Lin Men was held accountable for owing 20.29 million Hong Kong dollars;Known as the "ceiling of Sichuan cuisine in Shanghai", Mingluchuan opened for less than 1 year and closed down lonelyPacific Coffee, the former "China's second coffee chain brand", closed stores in many places;The old Hong Kong-style dessert Xu Liushan has closed stores on a large scale ......
Most of the brands listed above are well-known catering brands, some of them choose to shrink due to strategic adjustment, and some of them can't stand it anymore and can only close their stores and stop losses.
Chain brands, catering groups and other companies have abundant funds, but they are still closed one after another, and the small brands and small stores with weak strength have fallen even more.
Especially this year, the catering ushered in the "revenge opening of the store", and there are countless entrepreneurial whites who have poured in, and cases of closing stores, being hollowed out, and even going into debt abound, which is embarrassing.
Disappeared 12650,000 food and beverage outlets
The truth of the cruel industry is hidden
Looking back at the restaurants that have fallen this year, in addition to the new stores opened by entrepreneurs, there are also stores of well-known brands and dark horses on the track. Among them, there are also some cruel truths about the current catering industry.
1.A group of veteran restaurants have a weak follow-up and are speeding out.
Since the beginning of this year, among the stores that have died and shrunk, there have been frequent figures of old restaurants. For example, Hong Kong-style dessert representative Xu Liushan, "the first baking stock" Christine, the first generation of Internet celebrity milk tea brand Happy Lemon, and the former "China's second largest coffee brand" Pacific Coffee.
Why have they become the "tears of the times"?Aging brands and lack of innovation may be the common reasons.
For example, Xu Liushan, since the launch of Mango Sago Dew signature products in the 90s, has never been able to come up with more explosive products. Although it is focused enough, Xu Liushan has completely lost his competitiveness after the changing consumer trends and competitors have innovated, especially after many new tea brands have turned Yangzhi manna into cups.
Founded in 2006, Happy Lemon also faces the problem of lack of product innovation. It became popular as a hand-cranked tea drink, but since then there have not been many products that have made consumers memorable. Since the beginning of this year, Happy Lemon has only launched about 7 new products, and its pace is even slower at a time when mainstream tea brands are mostly new on a weekly basis.
When the market continues to roll in, competitors continue to emerge, and the "first generation of Internet celebrity brands" that are aging and lack innovation can only be reduced to "tears of the times" in the end.
2.The star catering effect failed, and it was difficult to go far only by relying on traffic.
The once-glorious star catering ushered in the "darkest moment" this year. Star catering brands, including Xianhezhuang, Shangshangqian Hot Pot, Niujiaocun, Glad to Meet You, etc., have all been exposed to store closures.
For example, Xianhezhuang has withdrawn from Beijing, Shanghai, Guangzhou, Chengdu and other cities this year, and has been exposed to food safety problems before;The Internet celebrity brand that is rumored to be invested by Han Han is very happy to meet you, but it was accused by investor Wang Wenchao that the core reason for bankruptcy and failure is that the cart is turned upside down, the reputation is good, but the dishes are too unpalatable.
Many celebrities have taken a fancy to the catering business, and the concept of celebrity catering was once popular. But looking back now, after several years of development, there are few successful cases of star catering, and various star restaurants are even frequently searched for problems such as product quality, franchise disputes, and improper management.
Nowadays, it is not an exaggeration to use "chicken feathers" to describe celebrity catering. Catering is diligent and ascetic, traffic is just a runner, any business can survive, can continue to make profits, to return to the essence of business - products, services as the core, run through the business model. From this point of view, star catering, success is also traffic, and defeat is also traffic.
3.Baking involution, the market began a new round of reshuffle.
Many bakery brands have not had a good year in the past year.
The new Chinese baking twin stars - Tiger Head Bureau and Momo Dim Sum Bureau, the former was rumored to be in arrears and the affiliated company was bankrupt and liquidated, and the latter also shrank its stores and retreated to the base camp Hunan.
Some well-known bakery brands such as Niujiaocun, Dunkin' Donuts, Yuefeng Tang and Baxter Donuts, which focus on large items, have closed stores and shrunk, while others have withdrawn from the Chinese market.
Christine was forced to sell her property to pay off her debts, Angsi Cake stopped production, and its so-called "world's largest cake shop" with an investment of 100 million yuan was also empty.
The above-mentioned brands almost cover the main business models of the baking industry, Christine relies on the rapid rise of the first kitchen, Hutou Bureau and Momo Dim Sum Bureau have created a new Chinese baking outlet, and Niujiaocun and Dunkin' Donut are representatives of baking specialty stores. These brands are more or less facing challenges, which means that the increasingly involuted baking market has entered a new round of reshuffle.
4.The life cycle of the influencer format is getting shorter and shorter.
Previously, the curse of Internet celebrity restaurants was "close down in three years". Since the beginning of this year, the life cycle of Internet celebrity explosive products, Internet celebrity formats, and Internet celebrity catering phenomena has become shorter and shorter.
For example, Zibo barbecue, in March this year, became popular out of the circle and rushed to the peak on "May Day". However, in just one month, Zibo barbecue quickly "subsided", Zibo barbecue restaurant customer traffic declined, and a large number of barbecue restaurant transfers and other topics continued to emerge. Many entrepreneurs who followed the trend to open barbecue restaurants suffered heavy losses, and some even lost their money.
In addition, Internet celebrity formats such as new Chinese-style steamed buns, boiled tea around the hearth, bamboo milk tea, and ** small dining table have also cooled down quickly after a short period of "highlights".
On the one hand, consumers are becoming more rational and pragmatic, and are no longer blindly plantedOn the other hand, the fast-growing and fast-dying online celebrity catering industry is often not supported by real market demand, and it is only a matter of time before it loses money and goes out of business.
A lot of new restaurants openedor can't survive next year's May Day
At present, the catering industry is caught in the "new three highs" dilemma of high growth rate, high elimination rate and high bankruptcy rate
Many industry insiders believe that this is a series of chain reactions brought about by intensified market competition and industry involution.
Due to the relatively low threshold for entrepreneurship and the unsatisfactory environment, many people who are professional in different industries will consider doing catering, but most of them are not professional enough, which is one of the main reasons for the increase in the bankruptcy rate of catering. Zhang Changquan, co-founder of Coconut Girl Coconut Chicken, said bluntly.
Wang Dongming, a columnist for Red Meal.com, said that in the past three years, catering investors have become poor and eager to open stores to make money, and customers are also poor and just want to save money. When those who want to make money are afraid of spending money, it will evolve into a situation of "opening the life + playing the life pass".
A large number of new entrants, as well as players who originally existed in the market, are trying their best to compete for customers, and the involution is becoming more and more intense, and the stores with insufficient competitiveness are the first to be eliminated.
Yao Zhe, founder of Hezhonghe, said that since the beginning of this year, the number of catering stores has surged, resulting in a high cost of customer acquisition for existing brands, and many merchants have attracted traffic through low prices, further squeezing store profits. When returns are not as good as expected, stores with squeezed margins will also be the first to fall.
In addition, the overall consumption recovery is less than expected, and various operating costs remain high, which also puts pressure on catering people.
Wang Yugang, founder of Youdao Catering Consulting, told Red Meal Network that the decline in consumption power has led to the turnover of most restaurants not as expected, but the cost of rent, labor and ingredients has remained high, which is a very heavy blow to catering practitioners.
In this context, many catering people, with the intensification of competition in the catering market, the tide of closures will continue.
Lai Linping, a columnist for Red Meal.com, said, "Those who rushed in this year and wanted to make some cash flow in the catering industry will close their stores by March next year." ”
Many newly opened stores are likely to not survive next year's May Day, and at the same time, many investors will return to reality and become rational, and the new three highs of the catering industry's 'high growth rate + high elimination rate + high bankruptcy rate' will also be limited contained. Wang Dongming analyzed.
Yao Zhe said that in 2024, the catering industry will continue to accelerate involution, and when entrepreneurs "roll" supply and demand to balance, the market will have a new inflection point. Kunpeng Project