How To Capture China's Huge Catering Business Opportunities

There is a huge business opportunity for the Chinese restaurant to make a strong brand 1 trillion, but there is one thing that can not be overlooked: the market concentration of the whole industry is very low, and appears to be large and dispersed.

Homogenized, low-grade small restaurants are everywhere, and there are not many large catering groups with strong brands.

In 2004, the total turnover of top 100 restaurants in China amounted to 53 billion 686 million yuan, accounting for less than 8% of the total turnover of catering industry in that year.

How do you build a restaurant brand?

The practice of catering and time-honored brand is to innovate and let the old brand advantage regenerate.

Jiang Junxian, general manager of China Quanjude Group Limited by Share Ltd, said, "protect your brand like your own eyes."

In 2005, the value of Quanjude brand reached 10 billion 634 million yuan in the evaluation of Chinese brand value by the world brand laboratory, and won the title of "China's 500 most valuable brand in 2005".

The gold lettered signboard has brought a strong popularity and made it dig into rolling wealth.

This year, during the May 1st period, the sales volume of only one shop in the peace gate has exceeded 1 million 100 thousand yuan for two consecutive days, creating the highest record in history.

The first step is to standardize products.

However, Chinese cooking has a congenital "soft rib". The same dish is cooked by different cooks. The taste is different. How can we solve this problem?

The director of Quanjude said: "we have developed a detailed standard for roast duck inspection, which has fully promoted the computer controlled roast duck stove. We have also established a unified distribution center for duck stock, which has basically standardized the roast duck's raw materials, formula, technology and equipment.

At the same time, we have quantified the traditional specialties, and we have completed the 22 special dishes and 7 condiments, such as "fire duck" and so on. These have laid the technical foundation for us to develop the brand in an all-round way.

Jiang Junxian said: "to develop Chinese food, standardization is necessary if we want to form an industry.

Only by establishing strict material standards, operating process standards and quality acceptance criteria can supervision be carried out and scale possible.

Quanjude Group formed a group, learn from the experience of McDonald's and KFC development, and introduced the development mode of chain operation.

In recent years, great efforts have been made to establish and improve the necessary system for developing chain operations including intangible assets management system, chain development management system, quality operation management system and unified distribution management system.

It is the completion of these hardware systems that makes the annual turnover of Quanjude reach a peak of over 700 million yuan.

Today, in the Chinese dinner market, apart from the vibrant old brand, a number of new brands are emerging.

Tao Ran Ju, Tan Yutou, Jiangnan and so on have won the favor of consumers with fresh dishes and unique shop environment.

Some experts point out that the catering industry has entered the era of brand competition. It is the trend of the times to go from individual operation, local operation to brand and scale operation.

If businessmen want to seize business opportunities, they must realize scale and industrialization.

Chain operation is an important way for catering enterprises to expand, and what businesses need to further concern is how to lock up quality after connecting scale.

The cultural atmosphere of Western food is stronger than that of the mature Chinese meal market. The emerging Western food market is more impressive and more rapid.

At the beginning of the reform, there were only a few of the Western restaurants in Beijing, such as "Lao Mo", "the earth" and "Maksim". Now it has reached more than 1600, while Shanghai has nearly 2000, while Guangzhou is approaching 3000.

Western food has quietly extended to large and medium-sized cities throughout the country.

What is the reason why the western food market is booming?

"More and more people pursue different food culture and experience different styles of Western food flavor and service," the director of the Chinese Cuisine Association, director of Specialized Committee said. "The improvement of living standards makes people have the ability to pay for the diversified consumption of food.

At the same time, a large number of business contacts between countries have also promoted foreigners to travel and live in China, and also increased the consumption of Western food, especially the demand for Western food in open cities.

The "small restaurant" has a bright personality. The business opportunities in the catering industry are not only flash restaurants, but also distinctive shops.

The most personalized product is the knack of winning this part of the business.

At the Eighth China chartered exhibition, the happy lemon booth of the "fresh tea culture" was particularly eye-catching.

On the LCD screen, bright and yellow cartoon dolls, which are full of children's interest, are singing and dancing while watching and savoring the fresh tea machine.

Wu Jianzhong, the director of "fresh tea", told reporters: "this new product of fresh tea beverage is different from the previous tea beverage. It uses high pressure fast extraction principle and unique prepreg procedure, which can be soaked in a short time and ensure that nutrition is not lost.

This product caters to the tastes of young people and gives them a different feeling of drinking tea.

The summer temperatures are getting higher and higher, and the business of cold drinks stores is getting more and more popular.

Three yuan plum garden to seize the consumer's appetite is the key to a unique cheese.

The old Beijing flavor cheese, which has disappeared for many years, has been rediscovered. It is sour and sweet, cold and smooth. It is popular for 5 yuan a cup, plus a variety of milk rolls and milk cakes. Although the shop is not big, it is also very popular.

In the field of Chinese fast food, merchants are no longer staying on the old taste of dumplings, noodles, rice and so on. The new snacks, such as Guilin's rice noodles, Qiao Xiang Yuan's rice noodle, and so on, have gradually become a new focus.

At the same time, the exotic flavor of fast food is getting stronger and stronger.

In addition to the fast food of Ji ye, love noodles, Korean cuisine also began to appear.

The "Shuai Qing Noodle House" is based on Korean mixed rice and cold noodles. Korean fried rice lets the chefs live on the iron plate to fry food to attract consumers, while South Korea's "Barbie" takes chicken as the main dish, adding sauce to the traditional frying techniques, with distinctive Korean food characteristics.

An expert analysis shows that the operation of drinks and fast food is characterized by small investment scale, quick recovery of funds and relatively simple operation. It is suitable for small entrepreneurs who have just entered the catering industry.

Although the price of the product is not high, but because it is closer to the daily life and consumption level of the ordinary people, the mass base is relatively extensive, and has a large market space.

How to seize the business opportunities in this field? Experts believe that it is important to carry out dislocation competition and make full use of the characteristics.

First of all, we must identify the service objects, and according to the characteristics of the customers' consumption habits, tastes, preferences and so on, we will design food varieties, decorate the dining environment and establish business characteristics.

In addition, market positioning should be dynamic, timely adjustments should be made according to market changes, and new innovations, new varieties, new services and new features should be introduced.