In the past "longest in history" Spring Festival holiday, catering and tourism-related enterprises have gained a lot. As the traditional sales season of the catering industry, major catering brands such as Xiabu Group and Haidilao ushered in a peak period during the Spring Festival, and the sales revenue, customer flow, and turnover rate continued to set new records. At the same time, the "standard" freshly made milk tea for young people's holiday reunions also achieved a super high sales increase during the Spring Festival holiday. The hot performance of the catering industry during the Spring Festival is considered to be a strong manifestation of the recovery of consumption, and some industry insiders expect that China's catering industry will further grow with high quality in 2024, and the overall revenue scale is expected to exceed 6 trillion yuan. In addition, the travel boom and the catering boom are synchronized, and the scale of tourism consumption has increased significantly compared with the same period in 2019 and 2023, showing a trend of consumption upgrading.
Restaurants with long queues.
It's not an exaggeration, it's the same as the feeling of the train station. Ms. Hu, a consumer who went out to dinner with her family to Four Seasons Minfu during the Spring Festival, said to "Consumption Titanium", "On the third day of the first lunar month, I went to the Four Seasons Minfu Sanlihe store with my family, and there were a lot of people, fortunately, we booked the seat in advance, and if we didn't make a reservation, the on-site number had been lined up to 800." ”
On February 18, the State Administration of Taxation released data showing that during this year's Spring Festival holiday (the first to the eighth day of the Lunar New Year), the average daily sales revenue of service consumption-related industries nationwide increased by 52 percent year-on-year3%, the consumption of tourism, accommodation and catering services has grown rapidly, and the consumption of cultural and sports services has risen.
In the catering service, the hot pot category of reunion and excitement continues to heat up. According to the data provided by Xiabu Group to "Consumption Titanium", during this year's Spring Festival holiday, Xiabu Xiabu, Xiabu Xiabu, Xiabu Xiabu, Zhan Yao, Chamicha and other brands under Xiabu Group have received more than 1.8 million consumers.
Among them, 31 restaurants of the Xiabu Xiabu brand set a new record, with strong sales in tourist cities and returnees, and the reunion dinner of the cross-border movie "Hot and Hot" was very popular; The mid-to-high-end hot pot brand Miao Miao performed well, with a new menu and membership card activities generating nearly 60 million yuan, and the number of coupons for the Spring Festival event in cooperation with Meituan reached 1270,000 sheets.
As popular brands of hot pot, Haidilao and Banu Mao Mao Hot Pot are also lively. From the first day of the first lunar month to the sixth day of the first lunar month, Haidilao has received more than 9.5 million customers, an increase of more than 30% compared with the same period of the Spring Festival in 2023, of which the peak of passenger flow occurs on the fifth day of the Lunar New Year in 2024, when Haidilao received more than 1.8 million customers throughout the day. According to the report, during the Spring Festival, Banu Mao Mao Hot Pot was the highest in the country as high as 955 times, many stores turned over more than 90。On the fifth day of the Lunar New Year, many Banu stores broke through the peak in 2023.
In addition to hot pot, the Spring Festival activities of other catering companies also make more consumers feel the strong flavor of the New Year. Before the Spring Festival holiday, McDonald's China announced the launch of the "Golden Arches of the Year" Lunar New Year themed event, and for the third consecutive year, it has joined hands with Shanghai Fine Arts Film Studio to create a "delicious" and "aesthetic" New Year feast for consumers with a unique gilding process combined with a variety of art forms.
Consumption Titanium" learned from Meituan that during the "Year of the Dragon Eating Season" event of Meituan Food**, there are more than 10,000 scenic restaurants, thousands of must-eat list restaurants and nearly 6,000 county-level high-quality stores gathered in Meituan Food**'s "Year of the Dragon Eating Season" activity, and the limited-time seckill, live broadcast explosive products, New Year reunion banquet and other ** combinations are very popular. According to data from Meituan and Dianping, in the first five days of the Spring Festival holiday, the number of orders for multi-person dine-in** nationwide increased by 161% compared with last year, and the number of orders contributed by consumers from other places increased by 186%.
Meituan data shows that from the 23rd day of the lunar month to the 8th day of the first lunar month, the number of takeaway orders from many leading chain brands such as Wallace, Mixue Bingcheng, and Tustin increased by 39% year-on-year (corresponding to the lunar date), and the number of related merchants increased by 31% year-on-year.
The new tea drink "shakes the tea" non-stop.
It is worth mentioning that while the catering consumer market ushered in a climax during the Spring Festival, takeaway has also become a "New Year's custom" for many consumers. According to data provided by Meituan, orders for Chinese New Year's Eve meals increased by 29% year-on-year; Orders from popular tourist and homecoming cities increased significantly. In terms of categories, takeaway orders for dumplings increased by 60% year-on-year, hot pot increased by 90% year-on-year, seafood increased by 77% year-on-year, and desserts increased by 66% year-on-year.
Zhu Danpeng, an analyst of China's food industry, said: "The catering industry in the Spring Festival has ushered in a good start, and at the same time, it is expected to achieve significant growth compared with last year. The trend can be seen from the Chinese New Year's Eve dinner reservation situation of the catering vane, which is also the specific performance of the gradual recovery of China's economy and the gradual recovery of consumer confidence, consumption willingness and consumption capacity. ”
In addition, the new tea beverage market has also achieved good results during the Spring Festival, among which the tea of the leading brands of new tea drinks, Heytea and Naixue, continued to be popular during the Spring Festival due to their diverse gameplay and festive atmosphere.
During the Spring Festival, Heytea and CLOT joined forces to launch two Spring Festival limited drinks, Qingzhi Mo Clot Dragon Leap Red (Fire Pao Incense) and Clot Dragon Leap Red (Fire Pao Incense), driving sales growth of more than 100% month-on-month compared with the pre-holiday period; The Heytea x CLOT co-branded Red Envelope for the Year of the Dragon stimulated the enthusiasm of consumers, and the only Heytea x CLOT Longyue Tea House in Chengdu Kuanzhai Alley in the country also welcomed many tourists; Heytea and "Flowers" drama co-branded drink Fanhua (white lan) sold more than one million cups during the Spring Festival, and peripheral products triggered a craze for fan collections. The relevant person in charge of Heytea revealed.
It is reported that from Chinese New Year's Eve to the seventh day of the Lunar New Year, the overall sales of Heytea during the Spring Festival were hot, with sales in many stores increasing by more than 400%, and some stores increasing by more than 800% during the Spring Festival. The sales of Heytea's classic popular products are gratifying, and many single products sold more than one million cups during the Spring Festival holiday, among which more than 2 million cups of succulent grapes were sold. At the same time, in the "Joy on Joy" activity on Valentine's Day, Heytea witnessed more than 200,000 couples sharing the "tea of love".
During the Spring Festival holiday, the sales of some of Naixue's tea stores soared by 600%, achieving a month-on-month and year-on-year increase in order volume. At the same time, Naixue's tea has opened more than 200 franchise stores during the Spring Festival, of which Hulunbuir, Longyan, Shangqiu and other franchised stores have a monthly turnover of 700,000 yuan, becoming a local tea beverage consumption landmark.
In the first Spring Festival after Nai Xue's tea franchise business was liberalized, franchisees across the country ushered in a busy business peak. The relevant person in charge of Nai Xue's tea introduced: "Especially the 'Nai Xue' in the third and fourth tier cities, they have undertaken the huge flow of people returning to their hometowns and traveling, and many franchisees have been overwhelmed. The performance of Naixue franchise stores in Urumqi Tianshan, Fujian Putian, Zhejiang Taizhou and other places doubled. ”
In addition, among the many tea categories, the advantages of fresh fruits and hot drinks are gradually highlighted. The relevant person in charge of Shanghai Auntie told "Consumption Titanium" that from February 10th to February 15th, Shanghai Auntie's products such as Yangzhi Manna, Chaoda Strawberry Daifuku, and Jasmine Milk Green were loved by consumers and had the highest sales volume.
Tourism consumption has been significantly upgraded.
The liveliness of the catering industry is also related to the increasing number of "tourism New Year" groups.
During the Spring Festival, Nai Xue's tea Shanghai Bicester Village Store, Xi'an SEG 8F Store, and Thailand Bangkok Store are all in popular tourist cities and become the top 3 sales of Nai Xue's tea stores; Shenzhen Airport Arrival Store, Guangzhou Baiyun Airport Store and other transportation hub stores have also entered the top 10 sales. In addition, many stores in the southwest region such as Naixue Chengdu Financial Holding Center Store, Chengdu Intime City Store, and Chongqing Jinsha Tianjie have received large orders of 10,000 yuan.
The manager of Nai Xue's tea Chongqing Jinsha Tianjie store said: "We urgently coordinated the raw materials and manpower from the surrounding stores, and while preparing large orders, we also had to take care of other customers, and the tea shaker never stopped at the end of the day." ”
In terms of tourism service consumption, during the Spring Festival holiday, the average daily sales revenue of travel agencies and related services increased by 1 year-on-year2 times, the average daily sales revenue of tourism and leisure tourism services increased by 70% and 40% year-on-year respectively. At the same time, the average daily sales revenue of air travel services and car rental services increased by 71% and 1. year-on-year respectively4 times, long-distance travel and self-driving travel have become more people's travel choices.
On February 17, Ctrip released the "2024 Spring Festival Travel Report for the Year of the Dragon", which shows that during the Spring Festival holiday, domestic, outbound and inbound travel blossomed in many places, with a significant year-on-year increase and exceeding the level of the same period in 2019. Ticket orders for domestic scenic spots increased by more than 6% year-on-year, and ticket orders for overseas scenic spots increased by more than 130% compared with 2019; The trend of tourism consumption upgrading is obvious, the average price of tickets and entertainment orders has doubled year-on-year, and the per capita of customized tourists has increased by 2% year-on-year.
At the same time, Ctrip has also noticed new changes in consumer travel: going home to stay in hotels, "hometown tours" are heating up, multi-segment travel accounts for more than 2 percent, and county hotel orders have increased by more than 6 percent year-on-year; The trend of cultural tourism consumption upgrading during the Spring Festival in the Year of the Dragon is obvious, and the average price of tickets and entertainment has doubled; The Spring Festival tourism fancy play is out of the circle, and the customized tour and chartered car guide have increased several times year-on-year.
Meituan's data also shows that the scale of tourism consumption has increased significantly compared with the same period in 2019 and 2023. Among them, the accommodation bookings of families and children increased by more than 70% year-on-year. With the help of multiple needs such as returning to the hometown to visit relatives and leisure travel, and with the help of cultural tourism and consumption promotion activities in various places, the accommodation industry in various places has ushered in a significant upswing from first- and second-tier cities to small counties, and many scenic spots have reproduced the popularity of "people from the crowd".
It is worth mentioning that thanks to the advantages of flexibility, freedom, independence and privacy, car rental and self-driving tours during the Spring Festival holiday are also particularly popular. According to the "2024 Spring Festival Car Rental Self-driving Tour Report" released by Ctrip, the number of domestic car rental self-driving orders for the Spring Festival in the Year of the Dragon has nearly doubled year-on-year, and increased by more than 400% compared with the Spring Festival in 2019.