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Financial Investment News reporter Mei Jing Chen Yuhe
The F&B industry in 2023 has had its ups and downs.
At the beginning of that year, looking at the increasingly thick fireworks, veteran catering drivers and novice Xiaobai were eager to try the vacant shopsMajor catering brands are gearing up to open stores and expand.
Standing at the end of the year, combing the development of the catering industry in the past year, the reporter found that the interweaving of lively and deserted, the coexistence of ** and departure, and the differentiation in recovery are the trajectory of the development of the industry.
Photo by Peng Yue
Resuscitation vs. **The wave of recovery at the beginning of 2023 is still fresh in the memory of many catering people.
After three years of the pandemic, consumers are eager to regain their former excitement through dinner parties. As a result, the Spring Festival stalls in 2023 ushered in the first wave of climax. The reservations for Chinese New Year's Eve meals in major restaurants exploded, the number of popular restaurants exceeded 1,000, and Haidilao received more than 6.5 million customers in 5 days......
In the next "May Day" holiday, Zibo barbecue phenomenon out of the circle, driving the entire catering market to boil, becoming the highlight of the first week in various places.
The hot ** stirs the nerves of the old and new catering people. At the beginning of the year, Wang Yi, the agent of a store in Chengdu Fufang, once told a reporter from the Financial Investment News:"Just after the New Year, there are several people who inquire about the store, in addition to the newcomers who want to start a business and join, there are also some small local chain brands. ”
When the reporter of the Financial Investment News visited the catering market in Chengdu, he also found that the catering veterans who had long been aiming at the "best opportunity" made a decisive move at the beginning of the year, and more people poured in after the "May Day".
Located in Wangping Street, Chengdu, the Wu Mei Mao Roast Duck store only opened in July this year, the boss told reporters"I have some savings in my hands, and I will hurry up to find business when I have the opportunity this year, and the demand in the catering industry has always been there. ”
The manager of Principal Feng's old hot pot on Tianxiang Street said that the choice to open a store this year was due to the "outlet"."Nowadays, diners are not deliberately pursuing high-end and luxury, and prefer to try cost-effective dining routes. ”
Mr. Huang, the manager of the fireside beef store, which only opened in October this year, said"The current catering industry in Chengdu can be said to be 'rolled to the ceiling', although we are also hot pot, but we have added an innovative way of eating similar to the hearth, and the business is very effective at present. ”
According to him, when he didn't have any marketing investment before, he could earn four or five thousand a day. Later, after being launched on social channels such as Xinmeida and Douyin, the current daily turnover can exceed 10,000. "The overall situation has met expectations. Mr. Huang concluded.
The reporter of the Financial Investment News noticed that almost all the interviewers mentioned that the cost of store decoration is not high. "The investment in the renovation of this store is not high, because I used to do catering, except for the new machines that I have to buy, everything else can be second-hand. Xie Hui, an old restaurant person, told reporters: ".At the end of last year, I looked at this store and found the landlord to pay a deposit, and signed a new contract immediately after the expiration of the previous contract in January.
Of course, in a fully competitive catering market, there is a fill-in and an exit. "The store next to the intersection has changed twice this year, first it was Cantonese food, then it was Sichuan food, and recently it became hot pot. A resident living on Dong'an South Road told reporters. 
Attack and DifferentiationCompared with individual entrepreneurs, capital and chain brands go faster and more violently.
At the beginning of the year,Banu hairy belly hot pot, Xiabu Xiabu, Xibeiand other brands have announced expansion plans. In addition,Country base, Mr. Rice, hometown chickenand other Chinese fast food brands are also expanding strongly across regions.
Behind the continuous attack of many brands is the annual keyword of the catering industry - recovery, which can be seen in the financial reports of major brands.
According to the statistics of semi-annual reports, Haidilao, Xiabu Xiabu, and Jiumao.
9. Guangzhou Restaurant, Tongqinglou, Quanjude, Ajisen China, Tanggong China and other revenue and net profit increased.
From the perspective of revenue scale, Haidilao is 188The beautiful data of 8.6 billion yuan firmly occupies the leading position in the industry. followed by Jiumaojiu, with a revenue of 287.9 billion yuan, Xiabu Xiabu's revenue was 284.6 billion yuan, while Xi'an Catering and Shanghai Xiaonanguo still have losses, but they have narrowed significantly.
In the subdivision of the catering industry, hot pot is undoubtedly the brightest "star".
Specifically,HaidilaoNet profit 225.8 billion yuan, a year-on-year increase of 94887%, which is close to the peak of the net profit for the whole year of 2019.
What's more interesting is that Haidilao explores new consumption scenarios in multiple dimensions, such as taking advantage of the concert economy, setting up stalls in night markets, expanding group meals and retail, and trying the outdoor mode of camping + hot pot. The reason why Haidilao's WeChat index continues to maintain a super high popularity is that Haidilao is dancing the Internet celebrity hot dance "subject three" and has become a "conspicuous bag" on the Internet.
The backboneNan hot pot, Shu Daxia, Xiaolongkanand so on in 2023 to attack strongly;Influencer brandZhu Guangyu hot pot restaurant, Zhao Meili hot pot, Pingjie hot pot, back hot potand so on, and the heat continues to rise. In November, another hot pot brand"Pot rings".Listed on the Hong Kong Stock Exchange.
Compared with hot pot, the capital road of Chinese fast food, which has accelerated cross-regional expansion, has encountered bumps. First in August"Fellow chicken".Voluntarily withdraw the IPO application;In November,"Old lady".of sponsors withdrew their materials;and has high hopes from the industry"Country base".In October, it was revealed that the prospectus was invalid again.
It can be seen that while the entire catering industry is recovering strongly, differentiation and clearing are also accelerating, and the crowding out effect is obvious.
According to public data, as of the end of August, the total number of restaurants nationwide has exceeded 27680,000, with a cumulative number of revocations of 7790,000. In just two months, the number of food and beverage cancellations reached 2190,000. In other words, from January to August 2023, the catering industry will open an average of 3At the same time as the five stores, one is closing.
The reporter of the Financial Investment News learned that at this stage, inexperienced novices and Internet celebrity hot pots were the first to leave. "In the first half of the year, some novices rushed in to make barbecue hot pot, and then in the second half of the year, they sold equipment and tables and chairs, but they made a lot of money by collecting second-hand equipment. ”Xie Hui sighed.
In the eyes of industry insiders, the polarization of the hot pot track in 2023 is obvious, while Haidilao, Xiaolongkan and other brands are making great progress, brands such as Thank You Pot and Xianhezhuang are lonely;On the Chinese fast food track, which focuses on "cost performance", the goal of 10,000 stores will inevitably be short-handed.
This scene of catering that will be kicked off by the beginning of 2023**, some people are full of money, and some people have half of their business;Some brands are struggling, others are shrinkingThe vivid scenes constitute a catering picture full of fireworks in the world this year
According to the Red Meal Industry Research Institute, the revenue of the catering industry will increase to 4 in 20238 trillion level, reaching a record high. Zhu Danpeng, an analyst of China's food industry, believes that the catering industry has entered an era of low profits. At the same time, the upstream and downstream industrial chains, scene innovation, and quality services are constantly upgrading, so that the market structure of China's catering industry continues to improve. The people live on food. It is foreseeable that in the coming 2024, "eating" and "drinking" will still be the highlight of the consumer market, and it is still worth observing how the vast and vibrant Chinese catering map will be interpreted. After all, the story of the catering track is new every year. 
Edit|Chen Yuhe Proofreading|Yuan Gang Audit|Liu Ke
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