Catering intelligent management into a future trend, such as the cloud to help the restaurant market break

I: Basic characteristics of China's food and beverage consumer market

Diversified consumer catering needs

The diversification of consumer demand includes the following two meanings: one is the diversification of catering needs caused by the diversified catering use of consumers, and the other is the diversification of catering demand caused by the diversification of tastes of individual consumers. It is worth noting that the diversified demand for catering uses directly leads to a diversified structure of consumer catering expenses. Correspondingly, the significance of catering companies is that they meet some or all of these needs.

The regional characteristics of eating habits are obvious

Although the trend of regional integration of consumption habits is strengthening with the increase of population mobility, we believe that the regionalization characteristics of Chinese food and beverage consumption are still very obvious. The problems faced by the real expansion of martial arts companies such as Kung Fu and Pace King are enough to illustrate this point.

Consumers buy products + services

Despite the booming catering industry in China in the past 10 years, there are still very few companies that truly understand the needs of consumers, and there is still a lack of deep understanding of the connotation and extension of the products and services provided to consumers. What are the contents of the product? Is it just a dish? What is the corresponding consumer demand for the product? What are the corresponding consumer demand for services? These issues involve the nature of the catering industry, but they are far from being answered profoundly. The answer to this question will directly affect the quality and progress of the development of the entire industry.

Second: the new normal of China's catering industry

Industry's overall development is sluggish

In 2015, there were more than 5 million restaurants in the country. This is only registered by the Trade and Industry Bureau. There are still many unlicensed operations that cannot be checked. In the past 15 years, the national catering revenue has reached 3 trillion yuan, and the results are considerable. The cake is very large. However, the annual average of 3 trillion yuan per day and the average price of each restaurant is less than 2,000 yuan. This is gross profit and net profit. In half, 1000 yuan is only at the break-even point, and it does not make money at all. Coupled with the high rate of closure in the catering industry, this cake is not good.

Increased cost, lack of experience, resistance and long

I can show this, my family has a hotel, a rubber factory, the factory does not say, the cost is high, the remaining money is paid taxes, and every year is a big taxpayer (wry smile...). And what about the hotel? A layman may feel that the oil and salt sauce is worth a few dollars? In fact, like the low-margin industry of catering, the money really came out of the fingers. If the employee who hires himself does not have a reasonable management plan, he will throw out the profit earned in minutes. This is not a low-end catering, those couples shop fried dish 12 yuan, some customers have to cut 2, he earned your 2 dollars, you cut it for him? Going back and forth for a bargain, and delaying the cooking of a dish...

Then this will talk about housing prices, tax reforms, local governments, or not, not everyone understands, in short, housing prices have become higher outside the market economy. The catering industry has a low barrier to entry, and a group of “local tyrants” have come in and have no idea of ​​bargaining. As a result, the price of shops has become higher and higher. In addition, with the rapid development of China's economy, the income level of residents continues to increase, while the catering industry happens to be a labor-intensive industry, and personnel costs are also constantly improving. On the other hand, environmental management has been strengthened, and resource costs such as water and electricity have also increased. However, the profitability of the catering industry has not increased relatively, and as a result, the trousers have been lost.

Then there is the "on-site service" from time to time, such as the Trade and Industry Bureau, the Taxation Bureau, and various relevant departments. Really, how many of these couples who have opened a small facade know so much? If he can understand, can he still cook? After one year of work, my hands were broken, and I was busy with my work.

Mass food outbreak

Since the "eight regulations", high-end catering has been greatly affected, and popular catering has gradually become higher. This is not only because of the introduction of the "eight regulations", although the possession of wealth has the "two-eighth law", but the Engel coefficient in the consumption structure Constantly lower, coupled with the relative threshold of food and beverage consumption itself is not high, 90 gradually joined the main force of food and beverage consumption - the general consumption base is too large. However, many experts pointed out that mass catering does not mean low-end, low-cost, on the contrary, high-quality ingredients have always been the pursuit of mainstream consumers. In addition, with the increasing consumption trend, consumers are becoming more and more critical about the choice of ingredients, and quality catering has become the industry consensus. The market share and growth rate of popular catering have been rising year after year.

Third: the future trend of China's catering industry

Upstream and downstream alliances in the industrial chain

The operational efficiency problems, food safety issues, and market expansion problems of catering enterprises cannot all rely on the infinite extension of the industrial chain to guarantee (not in line with the progress trend of socialized large-scale production), but need the integration of all ends of the industrial chain. Direct control of the main material, the formation of strategic alliances between upstream and downstream, division of labor and cooperation, strict control is the shortcut to maximize benefits.

This has been reflected in the practice of the customer. In March of this year, Keruyun released the open platform of catering SaaS in its “KONNECT Conference”, and well-known companies such as Meituan participated in it. At the same time, CEO Peng Lei proposed a strategy of connecting “people and property”: talents Management, fund management (loans), restaurant suppliers, consumer service platforms, etc. are connected to open up the entire industry chain, jointly serve restaurants and consumers, and maximize the benefits while improving service quality.

Intelligent food and beverage management

Here is an example. Before BTV interviewed an unmanned management restaurant, the weightless restaurant spacelab, the biggest feature of this restaurant is that no one is served, and the dishes are “falling from the sky” because no one orders, no food, No one accepts cash, so it is also called “unmanned restaurant”, which saves only 50,000 yuan per month from manpower. Keru Yun happens to be the technical support of this restaurant, and the application of intelligent catering management system is fully realized.

The platform of information technology and information management is an effective way. In the trough, we must consider how to “throttle”, to make the best use of it, to strengthen internal management, to minimize costs without lowering service standards, and to reduce profits.

The catering market will continue to be segmented

As the income of residents continues to increase, people's demand for food consumption in life or work is constantly diversifying. People of different strata will have different choices of eating at different times, accompanying different people, different moods, and even different weather conditions. At the same time, the tastes of individual consumers are also diversified, which leads to catering. The industry's fullness is getting higher and higher, and the market is being subdivided indefinitely. However, few companies can integrate the various subdivided catering models. The so-called "greed is not bad" is the truth. It is the best policy to do what you are good at.

"big business small store" into the mainstream

For the time being, catering is not a profiteering industry, but an industry with small profits and long-term income. In the above, we mentioned that “popular catering” is gradually on the upper stage, high-end consumption is constrained by policies, and the middle and low-end consumption bases are increasing. Under the influence of two phases, “big business small stores” have gradually become the mainstream of the market. This can be compared with the income data of the catering industry in recent years: the growth rate of fast food has been rising year after year. In 2016, the national compound annual growth rate of fast food reached 15.32%, while the growth rate of the whole catering industry was 10.6% in the same year. Throughout the process, the mass catering market has brought a strong confidence in the sustainable development of the catering industry.

Expansion capitalization

With the maturity of the industrial chain of the central kitchen and upstream suppliers, more large-scale catering enterprises will be involved in the group meal business, and regional franchise and integration will help catering enterprises to rapidly expand their scale and win the favor of the capital market. Judging from the development status and competition pattern of catering enterprises, it is mainly because the dispersion of this industry is too high, and it is difficult to find a very large-scale enterprise. In the future, the competition of Chinese catering enterprises will become more intense, and it is difficult for catering enterprises to achieve success if they do not have a certain scale or achieve market leading position. The capital market will help to completely transform the “stubborn disease” of the large-scale development of catering enterprises, and greatly enhance the competitiveness and management level of catering enterprises.

It is worth noting that with the maturity of big data application technology, big data + finance has become a hot spot. Keruyun also launched its own financial credit system to solve the problem that banks and financial institutions do not dare to lend, small and micro-merchants are not able to lend, and inclusive finance is difficult to quickly serve the small and micro-services of the real economy. . Catering merchants can make their expansion more rapid through the financial services of customers.

In the era of mobile Internet, the market is changing with each passing day. The overall situation of the catering industry is grim, but challenges and opportunities coexist. Catering practitioners must find a "power point" that suits them. It is greedy and chewy. Remember to stay away from areas that you are not familiar with.