更新时间：2020-07-16 21:15:57•点击：25594 • Industry Views
2020 is a miracle year for the catering industry: "The fastest recovery category during the epidemic" ; "market share second only to hotpot category" ; "2020 store growth King" ... These are the description of the category. Spicy fire burning more and more intense, many food entrepreneurs on spicy eager to try, then the real spicy industry status quo is what? Will the next food giant be born in the spicy food category? "China's big data in food & Beverage 2020, " A joint book by meituan-dianping and restaurant owners, will be released soon. As can be seen from the report, the growth rate of spicy food in 2019 is strong, the number of outlets grew 19.8 percent year on year, becoming the fastest growing category in the country, and outpaced hotpot, with a 0.6 percent increase in the number of outlets across all food and beverage categories in the country. At the same time, in the number of consumer reviews, compared with 2018,2019 key food and beverage category reviews accounted for the largest increase was Ma la, from 4.5% to 5.6% , consumers on ma la continued to heat up. From the distribution of the number of stores in line cities, the overall distribution is more uniform. And the number of stores in all line cities have shown an upward trend, the rise is also relatively average. In addition to the 2019 numbers, Mala is also doing well in 2020. According to Meituan, daily orders on Mala Line rose 154.4 percent in April, with 92 percent of orders over 100 yuan, and many Mala stores have long queues. Mala is arguably one of the best varieties to recover from an epidemic. 2020 is destined to belong to the category of Mala Year, Mala will enter the "golden age. ". Epidemic raging, the capital took a fancy to Mala said the capital's sense of smell is the most acute, where there is profit, will appear where. In 2020, when the epidemic was raging, Ma La Brand "TAI MA LA" received a series a financing of nearly 100 million yuan in black capital in June. The market is big enough, with 4.67 trillion yuan in 2019 and 220 billion yuan in 2019. And it's growing fast. It's a very healthy category. 2 do not rely on the cook, easy standardization spicy easy standardization, do not rely on the cook, as long as the food quality is good enough, the consumer's taste satisfaction will probably be high, will not appear the phenomenon of more stores the more difficult to manage. 3 The improvement of quality and service in Malali is an irreversible trend Zhang Peiyuan believes that the yearning for a better and healthier life, the segmentation of consumer groups, and the emergence of new channels are irreversible trends. And the irreversible trend in spicy food is quality and service improvement. Long ago the pursuit of the highest quality kebabs, smoke-free environments, pleasure services, can give consumers enough reason to pay per capita for a Kebab more than 100 yuan price. 4 after the upgrade price is universal, the public can afford Mala although the general unit price is less than 50 yuan, but as long as they are good enough quality, environment and services, consumers can still afford 100 yuan per capita. "For example, the ingredients for Xi tea are from shredded leaves to raw leaves, from creamer to fresh cream, which everyone can drink and at the same time afford. But we are very cautious on the premium coffee track, only a small number of people can tell the difference, and only a few can afford higher prices than starbucks,"Zhang said. Strong growth, the fastest recovery, access to capital favor... Thai spicy like the test of top students, when everyone at the same time encountered the epidemic this problem, many categories of industry are almost "will not" , but the Taima spicy food was like a trip, get up and pat the soil on the body, and then took a big step forward. Tai Ma La's strong vitality, is not a day to practice the class of Ma la excellent performance, not a day two days to exist, but the full development of the entire industry, prosperity. What factors contributed to the Sassy outbursts? The 2020 report on the development of night-time dining consumption and night-time snacks, jointly released by Meituan University School of dining and catering and nestle catering on July 9, shows that the 2020 report on the development of night-time dining consumption and night-time snacks category, in 2019, there were about 323.39 million online transactions in the night market, up 9.29 percent year-on-year. At the same time, the proportion of orders for night-time catering has been rising, reaching 35.77 percent in 2019, and the proportion of night-time catering in people's daily life and consumption has been increasing. As the "King of the night social" , the night economy continued to flourish, bringing spicy fertile soil for development. M2 itself has a strong social attribute symbol spicy string, is probably people in the social process, the most fireworks scene. There is no problem that can not be solved by one Sassy meal. If there is, two. Northeast has always had "big gold chain small watch, three meals a day small spicy" said, spicy northeast people just need, is the way to express social communication in other areas. Easy to copy operation, entrepreneurial threshold low a grill, a stick to wear string, a spicy business can be set up. And as long as you use the right ingredients, even the simplest salt, pepper and cumin will taste just fine. If you add their own research and development of the sauce, it is necessary to "cry next door children. ". The operation is simple, let the Mala start-up threshold almost no, so many people came to choose Mala this project start-up. According to the 2020 report on the development of food and beverage night consumption and night snacks category, the survival rate of the spicy food category in 2019 exceeded 83 percent. Even if not professional, spicy of the market tolerance is high enough, there is enough space and time to improve and refine. At the same time, it also shows that the market competition is not saturated, still in the incremental stage. Multi-level and multi-level players, constitute the existence of a variety of spicy. Is the next food giant GONNA be in the head of the Spicy Food Category? Mala dazzling performance, so that many food entrepreneurs are eager to try, small new interviews with a number of Mala Industry veteran, they have said: Mala variety of opportunities, but there are still many difficulties. 1. Mala has the fastest growth rate without a head brand, and has the opportunity to grow out of the 220 billion yuan market size of the big brand Mala, but has not yet had a real head brand. The domestic sound volume is bigger wooden house Ma la, Feng Mao Kebab and so on, the number of stores has not yet exceeded 200. A large number of small and medium-sized brands, street shops, stalls, the construction of this next to the hot pot category. The market is big enough + in the period of high growth + there is no head brand yet, just these three items are enough to make restaurant entrepreneurs excited. Countless experiences and market rules in the past have verified that these three points are met, there's a good chance you'll be able to run a superbrand, and it won't be for long. "In three years, or at most three to five years, there will be super brands in the spicy food category, " said Wang Dongsheng, general manager of Fengmao kebabs. 2. The unique supply chain and standardization challenges, as well as the ongoing challenges of the searing supply chain and standardization, have not been due to inadequate supply chain technology, but have not been able to achieve the same results as other industry categories, fully integrated with the supply chain. Cui Yuming, founder of the top 10 MA LA brands in 2019, talked about some of the dilemmas in Ma La's supply chain: "pickled meat KEBABS can not be put through a machine, there are no standards, no technology, no efficiency can not be improved. At present the domestic meat string type supplier is also quite short, if the north string south transportation, the freight cost is high. However, the raw materials of vegetables, such as Leeks and Eggplants, need to be the same size and of equal length, which can not be met by the general suppliers of clean vegetables. "The semi-finished products of spicy and spicy food are actually two steps, namely, wearing and pickling, and the brand side is bigger, so the secret recipe of pickling will not be given to a third party, but if the suppliers only purchase the semi-finished products to pickling themselves, then they will earn some hard money and no one will do it, " said Chen Long, a former partner of the Yangshi group. It is both sides can not achieve the best point of interest, spicy small enterprises, supply chain enterprises do not look, spicy enterprises to do a little bit bigger, even if the development step is delayed, but also to spend heavy effort self-construction
