CBN Friday Special丨Chinese catering industry struggles and strives to get back on its feet

country. Switching to online delivery food services is one of the go-to solutions, together with community marketing strategies, such as online group purchases or wholesale, especially for high-end restaurants. For the commuters who don't have time to cook, ordering take-outs is a safer option than in-house dining.

J: I agree. Restaurant have kept innovating in the past two years. They create new dishes to attract younger customers and try new marketing strategies. Popular diners these days, they all have their social media accounts, such as on Xiaohongshu, Douyin and Weibo, and it may make a great difference by posting appealing pictures of their dishes on social media.

S: But the catering industry isn’t in this all alone. Restaurant owners, retailers and other businesses susceptible to COVID-19 have been offered lower rents and platform commissions, as well as stronger financing support. In a move to further ease the strain on businesses, the country's State Council decided in May to expand tax refunds and reductions to 2.64 trillion yuan this year.

A series of relief measures have been launched both by the central government and local authorities to help the catering industry cope with the COVID-19 pandemic over the past two years. They give subsidies, increase tax refunds and reductions, exemption of some expenses, and stabilise the logistics chains to help alleviate their difficulties.

J: Right. For example, last month, the Ministry of Commerce, the National Development and Reform Commission, and the other 11 departments jointly issued a notice to promote the recovery and development of the catering industry. The notice was themed with measures including encouraging relevant subsidy measures, social insurance to help enterprises rescue, expanding enterprise financing channels, and enhancing the financing guarantee and credit enhancement function.

Also, banks are urged to give financing and credit support for catering SMEs, encouraging qualified catering enterprises to issue corporate bonds, and broadening the diversified financing channels of catering enterprises.

The local government in Central China’s Wuhan city has also encouraged and supported local diners in doing live-streaming e-commerce to sell products directly to customers.

S: Meanwhile, China has introduced a raft of policies to entice consumers to open up their wallets and help businesses survive and thrive. As the latest example of Chinese cities' efforts to boost spending after a ferocious wave of COVID flare-up, Beijing on Monday started a large-scale promotional campaign by issuing about 100 million yuan ($14.83 million) worth of dining consumption coupons to local customers. According to media report, more than 70,000 catering businesses participated in the campaign, including fast food outlets, hotpot restaurants, bakeries, beverage vendors and other shops. Many popular online food delivery platforms like Meituan and ele.me participated in the event too.

J: What’s more, ele.me’s 1-minute free order surprise campaign has taken Chinese netizens by storm. According to the data earlier this month, the activity has made more than 956,000 orders from 300,000 businesses. In Beijing, the platform launched a promotional campaign from mid- to late July to give a maximum of 100,000 free take-out orders to Beijing customers.

S: Such stimulus measures played an important role in pushing China's consumption to rise in June after a deep drop in the previous month, experts said, although they called for more measures, such as precise COVID-19 prevention, to stimulate a faster rebound in catering business.

A Shenzhen-based culinary association also had some suggestions for easing the burden on the catering industry, such as lower interest rates for restaurants, and for online food delivery platforms such as Meituan and ele.me to significantly reduce or even waive their commissions. From March, Meituan halved commissions fees for its small-and medium-sized restaurants.

J: Well, the future of catering restaurants is still in the swing. The short-term impact of the epidemic has also accelerated the reform and transformation of the entire catering industry under the circumstances of normalised prevention and control of the epidemic. Catering enterprises should redesign their products and services to adjust to the changes in consumption scenarios, and carry out digital transformation to better survive the epidemic.

S: And the new trend to tap into the pre-cooked meals market provides another way-out. Qudian, a Chinese online consumer-oriented credit provider, is banking on the fast-growing ready-to-cook meals segment by supporting 100,000 users to open brick-and-mortar stores selling semi-cooked dishes over the next three years.

Luo Min, founder and CEO of Qudian, said the company has established 15 plants engaged in the production and processing of precooked food in 15 cities. The company plans to have 10,000 stores in total this year and 50,000 stores by 2023.

Apart from setting up offline stores, Qudian will expand its footprint in the e-commerce segment by selling semi-cooked food via livestreaming on Douyin and WeChat mini programs, Luo added.

Luo sold approximately 9.56 million dishes during a 19-hour livestreaming event via Douyin on Sunday, with a peak of concurrent viewers reaching 95.87 million, and attracted 3.97 million new followers for Luo's Douyin account.

J: According to the latest financial results, total revenue of Qudian reached 201.8 million yuan ($29.9 million) in the first quarter, down 60.9 percent year-on-year compared with the same period last year. The company is shifting its focus from the online lending business to the flourishing premade cuisine segment.

Market consultancy iiMedia Research said China's premade cuisine saw sales of 345.9 billion yuan last year. The figure is projected to rise at a compound annual growth rate of 20 percent to 516.5 billion yuan by 2023.

Data from catering industry research institute NCBD showed that in 2020, China’s catering industry shrunk 15.4 percent, while the industry of precooked dishes expanded 19.4 percent, and the sales volume is expected to exceed 830 billion yuan in 2025.

S: There is a well-know old Chinese saying that “Food is the first necessity of the people.” For individual costumers, it really means a lot to be able to sit in restaurants and take a familiar or fresh bite, for morning tea, birthday celebration and family reunions. But when the pandemic hit again, which it almost certainly will, the culinary business will have to face the survival challenge all over again, and chance favours only the prepared mind.

That’s all for today. See you next week.

传染病实质上，商务业离消退到底还有多远？

自明年3年初以来，由于传染病反复，多地茶饮店、小店、酒吧，逼使按下延后氢原子。国内统计局6年初15日数据集结果显示，明年1～5年初商务总收入16274亿元，下降8.5%，其之前5年初商务总收入3012亿元，下降21.1%。堂食重新启动或限流、人流下降、成本上涨，薪水和人力等固定成本的大幅提高，以及现金流负荷陡增，是大多商务更有面前最现实生活的弊端。

对于商务零售业，传染病带来的并不是拓展弊端，而是生存弊端。

但“政治危机最后便是转往机”，这一或多或少实质上，许多商务人也清醒地预见，与其坐以待毙自造焦虑，不如尽量的追寻解救之法。用“击倒浑身解数”来形容自已的商务业，再合理不过。

对于很难堂食的北部内，转往盟军部队上是部分商务超市的选择之一。这种方式将成本要相比来得低，还能基于SDK设定相应的社会活动，例如年初奥斯、低价、产品组合搭配等，以价位来竖井。即便传染病最后，也能弥补比方说经销的单一，提升抗病毒风险能力也。

对于封控北部内，淘宝是消费品者们主要的消费品渠道。许多时尚品牌开始探险社会活动之前心淘宝的方式将来借助段宜康，构建自己的社会活动之前心淘宝大群，积极面世淘宝海报，开始小食便于运输的特别产品。

同时，许多商务时尚品牌都开始公交系统小红书、抖音、推特等线上社交帖子。通过这些SDK，能来得好地传播时尚品牌，也能为后期比方说开业花钱准备。

对于高端商务业，很难堂食对于高端商务的氛围、服务项目等日常体验有严重直接影响。多家高端的餐厅也“赶出凡尘”，开始获取外送以及淘宝服务项目。在巨无霸指南的点心表单之前，上海全城47家巨无霸星级的餐厅有20家大受欢迎了传染病点心早餐。

除此之外，的餐厅经营者们还在员工培训、消费品者会员体系搭建、第三组服务项目与茶品提升等来得深入的民营企业管理教育领域，对母公司经营展开了优化和升级，以等待零售业生机。

除了民营企业“段宜康”，英国政府也围绕征粮降税等多方面全面实施特别政策，鼓励很多商务业纾难解困。

4年初以来，多地接连全面实施了补发消费品券、意味着外摆、征粮等政策，重振消费品信心，推动零售业消退。

上个年初，多部门试行汇报，作出贡献商务业恢复拓展。主要除此以外努力特别供给新政策、医保助企纾困、完工后民营企业风险投资渠道等。各地也在立意，为商务业更有量身定花钱帮扶新政策。

同时，7年初1日起，不仅仅小、透型商务民营企业，大之前型商务民营企业也可以享受留抵服务费了。据广州市东城区内估测，全区内届时将有47家大之前型商务民营企业相一致服务费状况，届时可服务费款最少2亿元。

金融服务项目谋求各个领域，现今，国内在金融服务项目各个领域也从未为商务业开了“绿灯”，除此以外为之前小透商务民营企业获取风险投资增信支持，努力考核的商务民营企业公开发行母公司通货债券，完工后商务民营企业的新颖风险投资渠道等多种金融服务项目方式将。

即刻消费品多方面，据统计，现今国内范围内28个各省市、170多个地方合计补发了实用性190多亿元的消费品券。其之前，针对商务业，7年初18日起，广州面向浦东新区消费品者补发1亿元“相会光辉”商务消费品券，其余部分点心、连锁店、火锅、烘焙、茶饮等各类商务场景的超7万家商户，这样确金白银的“政策名片”在于在SDK数秒即自造。

不仅仅如此，点心SDK也在为“救商务业”而追过。美团点心3年初份全面实施了佣金减半、1元封顶的折扣。偷吃了么在3年初2日也年初对全面性被列为传染病之前经常性区内的所有商家纳税佣金。

为了努力消费品，偷吃了么还于6年初21日大受欢迎“免单1分钟”社会活动。据偷吃了么7年初初公布的数据集，首期“免单1分钟”社会活动已为95.6万余未收订货免单，特别订货涉及超30万家商家。

除此以外，不少民营企业也接连抓住了钢制茶零售业的“万亿北坡”。

7年初17日，罗敏在其抖音电视直播间“趣店罗老板”展开了长将近15个小时的电视直播，三场电视直播总共约场观人次9587万，合计经销额最少2.5亿元，抖音帖子“趣店罗老板”单日合计涨粉将近397万人。

7年初18日，趣店上市母公司旗下“趣店钢制茶”时尚品牌战略面世会上，趣店上市母公司创始人、CEO罗敏年初趣店现今已全面转往入钢制茶项目，下半年将启动10万家比方说店面计划。2022年初，趣店上市母公司先后在厦门、武汉、佛山等十五个城市构建了十五家钢制茶生产机械加工工厂。“一天的产能可以够200万份茶，将会计划构建30多个大仓。

而看之前这一北坡的也并非罗敏数人，申万宏源研报数据集结果显示，现今国内总计6.81万家钢制茶民营企业，仅仅2020年至2021年就上新持有人成立1.7万家。资本也闻风而动，2020-2021年，共约发生23起与钢制茶特别的投风险投资事件，珍味小大塘等钢制茶上新时尚品牌乘势而起。

据NCBD数据集结果显示，2015年-2020年，现状钢制茶经销额从650.3亿元增至2527亿元，年均复合增长率将近31%，为商务零售业整体增速的6.2倍。2020年在传染病直接影响下，商务零售业增速为-15.4%，而钢制茶零售业仍保持19.4%的增速，届时2025年经销额将最少8300亿元。

传染病的短期负面直接影响，也加快了整个商务业的革命性和转往型。特别是在当前商务传染病第三组指导性的形势下，商务民营企业必须要去主动积极地段宜康。这个流程之前商务民营企业要去根据效益和消费品场景的转往变，再一结构设计自己的产品跟服务项目，再一展开数位化、基本转往型，确正在逆风之前企稳。

Executive Editor: Sonia YU

Editor: LI Yanxia

Host: Stephanie LI

Writer: Stephanie LI, JIA Yuxiao, ZENG Libin

Sound Editor: ZENG Libin

Graphic Designer: ZHENG Wenjing, LIAO Yuanni

Produced by 21st Century Business Herald Dept. of Overseas News.

Presented by SFC

编委会: 于晓娜

策划、编辑：朱艳霞

播音：朱莹亮

出版人：朱莹亮、曾丽镔、贾雨逍

音频自制：曾丽镔

结构设计：郑和蔼、廖苑洁

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