News reporter Ni Nan
New Year's Day has passed more than a week, and there is less than half a month before the Spring Festival. Ms. Li has already ordered New Year's Eve dinners for more than a month. It is a Chinese restaurant of a high-end brand in Beijing. Customized New Year's Eve dinners are a must-have item for the Chinese New Year for five consecutive years.
The Chinese New Year is the most important festival of the year for Chinese people, and Chinese New Year's Eve has always been considered a relatively important Chinese New Year project. Where to eat New Year's Eve? What to eat How to eat is getting more and more attention from the Chinese people and the content is more and more diversified.
"From a national perspective, the popularity of customized New Year's Eve dinner is higher than last year, and the popularity of customized New Year's Eve dinner will become higher and higher in the future." Zhu Danpeng, an analyst of China's food industry, was interviewed by a reporter from Securities Daily. He said that with the upgrading of consumption and changes in the demand for food and beverage, it will take human and material resources to eat New Year's Eve at home. If there are more people who eat New Year's Eve, a larger venue will be required. Due to the migration of people, people usually have dinners more often than before. Reduce the occasions and scenes that will pay more attention to Chinese New Year dinner.
Zhu Danpeng further told reporters that at present, the custom-made New Year's dinners are more popular mainly in mid-to-high-end catering brands, and are mainly home-cooked Chinese food. However, in the future, the types and forms of people's needs for New Year's dinners will become increasingly diverse.
The founder and CEO of Buhai Technology, Wang Yajun, said in an interview with the Securities Daily that this year, the popularity of custom-made dinners has increased, but by region, the popularity of custom-made dinners in different cities is different, affecting The core factor is the movement of population. Wang Yajun said that the probability of the popularity of customized New Year's Eve dinner in first-tier cities depends on the number of permanent residents in the city, and with the loss of labor in the city during the Spring Festival, most catering brands will choose to close their stores. The relative popularity of customized New Year's Eve dinners in second- and third-tier cities will be higher, a large number of floating people return to the city, and there are also some better catering brands. It is rare that fourth- and fifth-tier cities may customize New Year's Eve dinners.
Increase in popularity of custom-made dinner
"New Year's dinner customization has formed a trend according to different cities and different consumption standards. In fact, first-tier cities have started to popularize custom dinners about 15 years ago. From the development point of view, it is from South Nationwide spread from north to east, "Zhu Danpeng told reporters.
"Securities Daily" reporter visited a number of high-end catering brands in Beijing and listed catering brands. Most restaurants said that there are seats available in the New Year's Eve, but there are fewer restaurants with private rooms, mainly in the lobby. After the New Year's Eve, in the period from the first day to the fifth day, the number of small rooms in most restaurants will be empty.
The reporter visited two Quanjude restaurants in Dongcheng District, Beijing. The two restaurants were divided into noon and evening during the New Year's Eve. For private rooms, the two Quanjude restaurants also returned at different time periods. There is one private room.
The reporter also visited the long-established Beijing restaurant in Tongzhou and the Sichuan restaurant of a chain brand. Both restaurants were fully booked. The Sichuan restaurant staff told the reporter, "You should set your position earlier. We started accepting reservations for New Year's Eve after the "11th". Many Chinese restaurants also accept reservations during this time period, but you can look at the period from the first day to the fifth day. We may have time periods There are spare rooms. "
The staff of the old Beijing restaurant told reporters that because they are old local dishes, they have been very hot in recent years to book dinner.
Another staff member of Anhui Restaurant in Fengtai also expressed similar situation to reporters. Private rooms in the New Year's Eve have disappeared, but there are still some places in the hall, and he told reporters that in recent years, dinner reservations have become popular. almost.
Zhu Danpeng believes that customized New Year's Eve dinner has become an important form of the entire Chinese restaurant industry. The entire Chinese food and beverage industry and the New Year's Eve dinner are constantly growing, driven by the entire consumption upgrade bonus.
Regarding the characteristics of this year's customized New Year's Eve dinner, Zhu Danpeng said that the characteristics of the New Year's Eve dinner were mainly based on Chinese food, but the characteristics of this year's New Year's Eve dinner have a trend of combining Chinese and Western food. The occurrence of this situation is related to the upgrading of consumption, and also to the continuous deepening of Western-style life. Therefore, it will be a trend for China and the West to go hand in hand and diversify in the future.
The overall scale of the catering market is expanding
In addition to interviewing mid-to-high-end Chinese food brands, the reporter also asked whether the hot pot brand Haidilao has launched the New Year's Eve meal. Its staff said that Haidilao has not launched the New Year's Eve service, but when the reporter wants to determine the position of the New Year's Eve At that time, the staff member stated that the dining space after 4 o'clock that day was fully booked.
Wang Yajun told reporters that due to consumption upgrades, diversified population movements, and diversified catering content, there is a large choice of space and people's choices for Chinese New Year dinners are diversified. There is still a market for New Year's Eve meals for head-brand companies. The space for central enterprises is average, and the basic market for bottom-tier companies is very small.
Zhu Danpeng believes that in 2019, from the perspective of China's catering industry, the development of enterprises is uneven, and the development of listed catering brands is also uneven. Therefore, under the support of the entire industry's big dividends, not every company can enjoy the dividends of industry growth and industry expansion, which puts higher requirements on the Chinese catering industry, because the demand and requirements of the consumer side are getting more and more high.
Zhu Danpeng believes that on the other hand, the continuous rise in housing rents has also exerted an adverse effect on the catering industry. Under the influence of some companies, some companies continue to close stores, and some companies continue to adjust and upgrade, which has also accelerated the entire industry Speed of differentiation.
The "2019 China Catering Industry Annual Report" mentioned that the overall scale of the industry continued to expand. Relevant industry insiders told reporters that the overall situation of individual catering brands in 2019 is not ideal, but the overall catering market is increasing and the catering market is expanding.