Author |Restaurant boss internal reference internal ginseng Jun.
In 2023, the two major tracks of tea and coffee will be the most "active".
Don't be crushed by the "** war", you must have a brand moat
Accelerate store opening, overseas layout, co-branded marketing, innovative products, and find new growth points and new models. In 2023, catering brands will continue to show vitality, make differentiation, and build moats, especially in the two major categories of tea and coffee.
From the perspective of market size, the "2023 New Tea Drink Research Report" shows that the national new tea drink market size is expected to reach 149.8 billion yuan in 2023, and the domestic consumer market is expected to exceed 200 billion yuan by 2025. Among them, Mixue Bingcheng is already the fifth largest fast-food chain brand in the world, and currently has more than 2 stores worldwide50,000.
In the coffee track, Luckin, as the leading coffee chain brand in China, has more than 1 store30,000, and it is expected to exceed 1 by the end of the year50,000 families, and at the same time, a "sauce latte" cross-border marketing can be called a typical imitation case. As the popularity of domestic coffee consumption continues to rise, data from e-commerce platforms show that from April to June 2023, the ** order volume of coffee shops increased by 250% year-on-year, making it the fastest-growing category among all kinds of beverages.
When the number of track players increases and the scale expands, the strength of each brand is not the same, the head brand is thriving, the small and medium-sized chain enterprises are speeding up the pace of catching up, and the large and small brand players of tea and coffee are highlighting their own advantages in the competition and sharing a piece of the pie.
For example, Cudi Coffee entered the ranks of tea drinks and launched the milk tea brand "Tea Cat";Lele Tea launched a breakfast house and a 24-hour store;Heytea cooperated with Shenzhen Institute of Standards to launch research on the application of real tea to promote the upgrading of the quality of tea raw materials in the industryJunlebao strategically invested in Mo Yogurt;There are two joint ventures before and after the establishment of tea Baidao and Bawang tea Ji, which is in the crazy involution of the tea industry, the cooperation between the two "competing products" is the first time to see, public information shows that the cooperation between the two sides is to establish a factory, the production of degradable packaging materials and other supporting products.
In any case, the extremely hot tea and coffee track is the status quo of opportunity and involution. For brands, they need better quality raw materials to make more high-quality and differentiated products;By selecting high-quality partners, improving each other's strength and technology, etc., we can further enhance the brand advantage and maintain the brand vitality in the consumer environment.
As 2023 approaches, catering brands should not only review and summarize their operations in the past year, but also seize the opportunity to see through the future layout opportunities.
HotelEx Shenzhen 2023, upgraded to a sister event to Shanghai, will be held from December 14 to 16, 2023 at the Shenzhen World Exhibition & Convention Center (No. 1 Zhancheng Road, Bao'an District, Shenzhen, Guangdong Province). The scale of the exhibition is expected to reach 200,000, bringing together 1,000+ high-quality exhibitors from the upstream and downstream of the hotel and catering industry, covering coffee and tea, beverage comprehensive, catering equipment, baking desserts and light meals, food comprehensive, hotel supplies and coffee and tea festivals.
The 2023 HotelEx Catering and Hotel Series Exhibition, covering the core regions of the domestic economy such as East China, Southwest China, South China, and North China, is the preferred platform for hotel and catering industry practitioners to match business, and an important window for them to observe market trends and understand new product launches.
The combination of exhibition and competition, brainstorming collisionProfessional events and industry forums will be held in turn
In the Greater Bay Area, the hotelex hotel and catering exhibition will land in Shenzhen for the first time.
In this city, there is a strong industrial capacity, in the new tea, coffee, baking and other categories, they use excellent products, outstanding quality, to support the innovation and transformation of the local consumer market, but also need to release more production capacity through the national trade display platform, to drive the overall development and progress of the domestic hotel and catering industry.
Here, the innovation ability is strong, and South China is an important engine for the innovation and development of the domestic economy. There are many excellent benchmarks such as Hey Tea, Nai Xue's Tea and other new Chinese tea head brands, lemon tea head brand Linlee, and Chinese fast food brand Little Girl Boss, which focuses on stir-frying in small pots. Judging from the proportion of the number of beverage stores included in Meituan, Dianping and other platforms, in June this year, new tea stores accounted for about 57 of the total beverage stores7%, there are more than 6,000 new tea stores in Guangzhou, Shenzhen and other cities, including more than 12,000 new tea stores in Guangzhou.
At the same time, as Chinese food going overseas has become the mainstream trend, it has international advantages, as an important window for domestic and foreign exchanges, the international influence of South China, and the international background of the 2023 HotelEx Shenzhen Exhibition, it has become an important springboard for restaurant companies to go international.
In this exhibition, in addition to the display of exhibitors' exhibits, there are also a variety of display forms such as well-known events in various hot categories, professional theme forums and popular C-end bazaar activities, which can meet a series of business needs such as business matching, trend observation, industry exchanges, new product research and development, and market research from multiple dimensions.
>>>"Ten years of success, the classic reappears"The 2023 Trendy Beverage Innovators Conference is about to kick off
On December 15th, it is planned to invite the R&D leaders and founders of 20+ tea head brands such as Tianlala, Yihetang, Throbbing Roasted Fairy Grass, 7 Fentian, Tart Lemon, Guigui Tea, and Tea Talk Lane to participate in the "2023 Trendy Drink Innovators Conference", which will be carried out in the form of independent guest sharing and round table meetings, and will focus on "innovation" to develop R&D ideas around "innovation" on topics such as future creative beverage trends, future blending market prospects, and how to break the circle of tea drinks in the future and share to present trending and forward-looking thematic content to the industry.
At the same time, on the afternoon of December 15, the 14th ** Kitchen (Prefabricated Food) Construction and Development Summit Forum was jointly organized by Zhonglian ** Kitchen Research Institute, China Cuisine Association ** Kitchen Technology Research Institute, China Safe Food ** Kitchen Research Institute and Shanghai UBM Sinoexpo International Exhibition Co., Ltd.
On the afternoon of December 14th, the 2023 Coffee Beverage New Marketing Conference focused on the market environment of the coffee beverage industry, gathered senior celebrities with practical business experience and outstanding entrepreneurs in the same industry, and invited Jun Yang, founder of Wang Li Specialty Coffee School, Xiaoxiao, founder of Xiaoka Media, and Zhu Wenjie, a talent development expert in the fields of well-known brand retail, catering, consumer goods and business schools, to output to the audience how the brand can innovate and break through the experience and dry content of the brand.
The list of forums is as follows:
2023 The 4th China Green Consumption Festival (Shenzhen Station).
Taste experience of different sake rice - Japan National Tax Agency sake sharing session.
2023 Coffee Drink New ** Marketing Conference.
2023 China Food Industry Cluster Innovation and Development Forum.
2023 Trendy Drink Innovators Conference.
GCEF Greater China Coffee Industry Elite Forum.
The 14th ** Kitchen (Prefabricated Food) Construction and Development Summit Forum.
2023 Cultural Tourism Investment Summit.
2023 Greater Bay Area Hotel Industry High-Quality Development Conference.
Shenzhen Clean Property High-quality Development Forum.
Mountain, Sea, City - Interpretation of local culture of hotel design.
2023 Shopping Center Youth Innovation Forum.
2023 China Hotel Innovation Forum.
CCE Shenzhen Property Management Summit Forum.
New Services, New Technologies, New Properties - Property Management Innovators Forum.
Share. Symbiosis - what kind of working and living space do we need in this era?
China Hotel Investment and Development Summit Forum & Savile Hotel Brand Project Conference.
Commercial Retail Thematic Training - How to Create a New Future Business Miracle in the Face of Adversity.
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>>> nearly 10 international professional competitions, committed to showing professional capabilities and providing industry talents.
In the nearly 10 international professional events prepared for this exhibition, including the World Coffee Series Competition, trendy drinks, cooking, pizza, chocolate, etc., cutting-edge talents are gathered to show the superb level of the subdivided event field, so that the audience has the opportunity to observe the master competition at close range, and also provides a platform for the dissemination of more technologies, the landing of more novel product applications, and the cultivation of industry talents.
Event Overview:
2024 World Coffee Late Art Competition China Selection (Shenzhen Division).
2024 World Coffee Brewing Competition China Trials (Shenzhen Division).
2024 World Coffee Roasting Competition China Selection Competition (Shenzhen Division).
2023 World Coffee & Spirits Competition China Finals.
All Star Champion Show.
Ten years of success, the classic reappearance of the "Tide Drink All-Star Game."
CFCA China Fine Chocolate Competition Shenzhen Division.
2024 Shanghai International Pizza Masters South China Division.
2023 HotelEx International Chef Classic Competition (Shenzhen).
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It is worth noting that the 2023 Hotelex International Chef Elite Competition (Shenzhen), which will be held at the exhibition, "will be the largest and highest-level professional cooking competition in the history of Shenzhen," said Liu Yongzhong, president of the Shenzhen Cuisine Association. The competition is co-sponsored by Shanghai UBM Sinoexpo and Shenzhen Cuisine Association, creating a stage for chefs from all over the world to show their master style and exquisite cooking skills to the society.
The event will be held from December 14 to 16, 2023, and will be divided into two major events: team competition and individual competition, including 9 categories: dinner, fine dining, seafood making, vegetable and fruit sculpture, Chinese hot dishes, creative simple meals, Chinese dim sum, western dim sum, and dough molding.
This year, the category of Chinese food is more sought after and loved by consumers, which is not only the fireworks of the freshly fried, but also a test of the taste and cooking technology of the restaurant's kitchen meals, especially for Chinese restaurants, the excellent kitchen team is the biggest guarantee for the stable production of restaurant dishes, although the catering industry is becoming more intelligent, but the chef is still an indispensable core personnel of the restaurant.
However, they also need to keep pace with the times, in addition to having skilled cooking skills, they also need to have innovative research and development capabilities. The launch of this Chef Elite Competition is to provide a professional and broad stage for outstanding chefs to show their skills while learning and Xi exchange with the contestants on the spot.
In addition, in order to ensure that the competition is carried out in a fair, just and transparent environment, so that the contestants can get a fair display, 95 senior professional masters in the industry are invited to form the competition committee and the competition judges.
>>> Coffee Tea Food Festival, bringing together 100+ head high-quality ** chain-end coffee brands
At present, the event is a highly influential C-end coffee and food market in the country. As a high-end market event under the hotelex hotel and catering industry expo, it landed in Shanghai for the first time in March 2017 in the form of a coffee market, with the participation of more than 200 boutique cafes from all over the world. Later, it attracted chain stores or single stores of tea shops, cafes, and dessert shops to join in, display their own Internet celebrity products and peripheral products, and at the same time establish business cooperation with a large number of investors and upstream and downstream businessmen on the scene.
At the same time, the first UBM Sinoexpo Shenzhen Joint Exhibition was held
The total area is over 200,000 square meters
The 2023 Shenzhen International Hotel and Catering Industry Expo, one of the national series of exhibitions of hotelex hotel and catering, has a history of more than 30 years, and is a far-reaching event in the hotel and catering industry, bringing together hotel and catering industry elites from all over the world to promote industry business matching and exchanges through the combination of exhibition and market activities, promote the exploration and application of new technologies, new concepts, new models and new products in the industry, and help the sustainable and healthy development of the hotel and catering industry.
Held concurrently:
Shenzhen International Hotel & Commercial Space Expo.
CBE Shenzhen International Bakery, Dessert & Light Meal Exhibition.
HotelEx Shenzhen Coffee Tea Food Festival.
Lifestyle Shenzhen show.
The organizer Shanghai UBM Sinoexpo International Exhibition will gather several of its advantageous resources this time, and hold a joint exhibition with a total scale of 200,000 square meters at the same time as the hotelex exhibition, opening up the upstream and downstream of the whole industrial chain of hotel catering, coffee roasting, commercial space, customized soft decoration, nutrition and health, and lifestyle, connecting the Guangdong-Hong Kong-Macao Greater Bay Area and radiating the regional market.
From December 14th to 16th, 2023, Shenzhen World Exhibition & Convention Center (No. 1 Zhancheng Road, Bao'an District, Shenzhen, Guangdong Province) will be held.