> > The light business price segment of the mainstream Chinese cuisine is about 150 yuan, >

> > The share in new first-, second- and third-tier cities is increasing. >

> > The “dimensionality reduction attack” of Cantonese cuisine has entered this stage. >

> > There will be huge potential and competitiveness! >

Cantonese Cuisine: Cantonese-style tea restaurants replace high-end Cantonese cuisine, and the national market is re-distributed

In the past, Cantonese cuisine became the top high-end restaurant in the country with its expensive ingredients and fine workmanship. During the five years from 2013 to 2017, affected by the “Eight Regulations”, cheap Sichuan cuisine swept the country and became fashionable in Hangzhou. Cuisine broke out, Northeast snacks expanded rapidly, but Cantonese cuisine did not improve, and faced the difficulty of transformation. Therefore, some people criticize Cantonese cuisine, believing that it is no longer suitable for the development of the new era.

But how can the Cantonese who refuse to admit defeat give up so easily?

From Chaoshan beef hot pot to single-product braised goose, to the new Cantonese-style tea restaurant with a new attitude, in the current “light consumption era”, it has made a new sorting and optimization and upgrading, ushering in its second spring.

We can look at the growth momentum of Cantonese cuisine in recent years from several sets of data.

According to the “2021 Chinese Catering Industry Report”, the top three Chinese cuisines are Sichuan cuisine (24%), Cantonese cuisine (17%) and Hunan cuisine (15%). Cantonese cuisine ranks second over Hunan cuisine.

In the selection of “Top 100 Chinese Catering Brands in 2021”, Chinese-style formal meals occupied 28 seats, among which Cantonese cuisine brands ranked first.

Source “2021 Chinese Catering Industry Report”

Red Food Research Institute

Cantonese cuisine is still synonymous with “quality”

In 2022, there will be 1,482 restaurants on the Dianping must-eat list, covering 57 cities across the country. In addition to fast food (145), hot pot (120), Western food (104) and Japanese food (96), Cantonese cuisine (88) ranks first in Chinese formal cuisine.

Among the selected restaurants in the 2019 Black Pearl Restaurant Guide, 165 Chinese restaurants were selected. Among them, there are 57 Cantonese cuisines, accounting for the highest proportion, reaching 34.5%. By 2021, a total of 783 restaurants from 27 cities around the world will be shortlisted, and Cantonese cuisine will account for 60% of the shortlist.

As early as 2018, the “Michelin Cantonese Cuisine Guide” released by Michelin was the first guide that was specially issued for a single cuisine. As the most famous and authoritative travel food guide in the world, it is enough to demonstrate the quality and influence of Cantonese cuisine.

In recent years, with the continuous improvement of people’s health awareness, they have gradually changed from “big fish and meat”, “like spicy and spicy” to “light and healthy”. “China Catering Data 2020” shows that among the tastes that consumers most want to try, “fresh” beats “spicy” with a high proportion of 52.5%, ranking first.

The Cantonese cuisine gives the impression that it is health preservation. With the change of tastes in the consumer circle, the development of the big health industry and the improvement of people’s awareness of health preservation, the future market of Cantonese cuisine is very broad.

Source “China Catering Data 2020”

01 Hongxi Lou moves to a new battlefield: a cost-effective Cantonese cuisine brand

1) Cantonese cuisine in the price range of 150 yuan ushered in the trend

“Cantonese cuisine is no longer synonymous with luxury consumption. It has returned to the embrace of the market economy and can well meet the general needs of the mass consumer market.”

Many consumers, especially the younger generation, feel that they have a certain distance from Cantonese cuisine because in their impression, Cantonese cuisine is synonymous with “high-end” and “expensive”.

However, with the expansion and development of Cantonese cuisine brands such as Tao Tao Ju, Dian Du De and the recently flourishing Guang Shun Xing in the country, consumers have gradually broken the traditional perception of the high prices of Cantonese restaurants, and conquered the market with their popular prices. many young consumers.

Obviously, Cantonese cuisine brands represented by Taotaoju value the 150 yuan price segment of the Cantonese cuisine market, which combines quality and affordability. And “cost-effectiveness” is also a consumption trend in the post-epidemic era. Under the “consumption upgrade”, consumers no longer pursue high prices, but return to rationality and pursue the balance between quality and price.

Tao Tao Ju, pictures from the Internet

2) Nanjing has “fertile soil” for the development of Cantonese cuisine

1. Cantonese cuisine ranks among the top three Chinese cuisines in Nanjing

Cantonese cuisine has always been favored by Nanjing.

First of all, the taste of Cantonese cuisine is similar to that of Jiangsu and Zhejiang;

Secondly, the category attributes of Cantonese cuisine (craftsmanship, ingredients, presentation, etc.) match the characteristics that consumers in Jiangsu, Zhejiang and Nanjing pay attention to;

During the period of the Republic of China, Cantonese cuisine was greatly influenced by Western cuisine, and its innovative ideas of inclusiveness were consistent with the city background of Nanjing, the capital of the National Government. Of course, the consistency of tonality also gave Cantonese cuisine a broad mass base in Nanjing.

Today, Cantonese cuisine is among the top three most popular Chinese cuisines in Nanjing’s night-time punch-in cuisine.

2. The “150 yuan price segment” of Nanjing Cantonese cuisine is a new blue ocean of competition

With the accelerated development of Cantonese tea restaurants, ice rooms and single-item snacks, the fast food market with Cantonese cuisine below 100 has the largest market share and has obvious advantages.

Cantonese cuisine still retains a relatively high position in the high-end business banquet range, and Nanjing’s high unit price range of more than 300 yuan also occupies a large share.

However, with the trend of fusion of dishes, social interaction, and cost-effectiveness, the 150-yuan price segment of Cantonese cuisine has a huge room for imagination.

02 How to do it: Positioning a light business quality party-type catering brand

The Nanjing Cantonese Chinese food brand [Hongxilou] has been deeply rooted in the local area for more than ten years. The brand base is located in Jiangning District, the fastest growing economic development in Nanjing. It is also the area with the most catering brands and the most intense competition. Although it has a good mass base, it also faces problems such as brand aging and lack of young consumer groups.

In May 2022, the [Hongxi Building] Jiangbei High-tech Zone store will be fully opened, and it will immediately become a high-value “Internet celebrity restaurant” occupying the high traffic area. It has both a modern flavor and a strong taste of Laoguang, presenting the beauty of contemporary neoclassicalism. It has become Jiangbei District, dubbed Nanjing’s “catering desert”. It integrates new Cantonese cuisine, new national trends and new experiences. Quality life experience restaurant.

1) The brand crosses the river, aiming at the blank market in the high-quality Jiangbei high-tech zone

1. Location advantage:

Nanjing Jiangbei Technology Research and Innovation Park is located in the core area of ​​Jiangbei New Area, which is the first state-level new area in Jiangsu Province. The management service area is 30 square kilometers, covering 7.6 square kilometers in the Nanjing area of ​​China (Jiangsu) Pilot Free Trade Zone. It has attracted hundreds of high-tech enterprises including arm, GUC, Ziguang Zhanrui, Zhongkexin, Godson Zhongke, etc.

[Hongxi Building] is located in the center of the park, and most of the catering businesses in the park are mainly snacks and fast food, and there are almost no large-scale Chinese food brands. Although the investment promotion has not been fully released yet, the commercial ecology of the park will have unlimited potential in the future.

Nanjing Jiangbei Technology Research and Innovation Park

2. Crowd characteristics: have consumption potential and ability, pursue quality and socialize

In addition to the geographical location advantages, the high-tech, high-tech and high-taste consumer groups in the park also provide sufficient traffic for the brand, and the presence of Hong Kong, Macao and Taiwan enterprises such as TSMC has brought many consumers from Cantonese cuisine.

In fact, the Cantonese cuisine category itself also has the characteristics that young people, especially women and people with light business needs, like: the dishes are exquisite and high-value, the taste is small and fresh, and the food culture behind them is richer.

3. Market competition: dimensionality reduction to combat all PK categories

Compared with the price segment, it sells Cantonese cuisine, which has an advantage in price.

At present, the price of mainstream cuisine in Nanjing market is mostly around 100-180 yuan, especially Huaiyang cuisine, which is its mainstream price, while Cantonese cuisine is perceived by consumers as high-quality and high-taste. [Hongxilou] is positioned in the 150 yuan price segment. For other cuisines, its development space and competition potential are particularly large; and in the same category of Cantonese cuisine, the consumer price of [Hongxilou] is affordable for the public. There are obvious advantages.

2) Embrace cost-effective exquisite Cantonese cuisine

From the perspective of consumption habits, 80% of consumers set the price first when dining. But the so-called cost-effectiveness, it is not the low price that lastingly attracts consumers, but the value-for-money experience brought about by balancing quality and price.

[Hongxi Building] is a public dinner route, and the public is to allow 80% or more of consumers to accept it and come here often. Its appearance makes up for the market gap in the Cantonese food market with both quality and affordability. High quality and fair price are the core of the rapid popularity of [Hongxi Building].

1. Product portfolio: two ways to sell in one store, two cards

Two cards are two menus with different focuses, satisfying two customer groups.

A menu is mainly based on various Cantonese-style refreshments, porridge, roast meat and other light meals. It serves customers in casual halls, balances the unit price of customers, and casual light meals provide convenience for office workers in the park without reducing the quality. To a certain extent, it can solve the problem of Chinese food. The problem of less people at lunch.

The other menu is a complete meal structure, which is aimed at gatherings in private rooms, but will also be provided to customers if they need it.

In this case, the actual experience of customers is that [Hongxi Building] is lower than the per-customer price perception. It can be backward compatible and solve the traffic problem of new stores.

2. Guaranteed quality products, more than 85% of the staff are from Guangdong

[Hongxi Building] The founder, Mr. Chen, is a native of Jiangmen, Guangdong, and a Cantonese chef. Nearly 90% of the kitchen technical force, management and service team in the store are from Guangdong Province. All craftsmanship is completed in the store, and all snacks and refreshments are insisted on using traditional manual methods.

In order to ensure the quality of the products, President Chen personally grasps the products and raw materials, and adheres to high standards and strict requirements in the selection of ingredients. Strive to create an authentic Laoguang taste and present an authentic and rich Laoguang atmosphere experience to consumers.

3) Create a light business quality life scene experience

1. Experience level: Lingnan style, light luxury, “quality field” to enjoy quality life

First of all, solve the problem of consumer demand and aesthetic matching between the target customer group between 80’ and 95’.

Change people’s impression of Cantonese cuisine as “old and traditional”, and make efforts in the direction of youth, socialization and new national trend.

The space design uses a contemporary aesthetic design language, combines traditional Laoguang Lingnan elements with modern fashion elements, and uses stone, metal, leather and other materials to present a textured, regular, orderly, and calm light business catering” Quality field” keynote!

Secondly, convey the rhythm of Cantonese culture and slow quality of life. The overall space tone is neutral, and the dialogue between the toughness of metal and stone and emerald leather sets the tone of space texture and elegance. In the form of contemporary neoclassicalism, elegance reveals comfort, which is the soul of Cantonese culture and conveys a slow lifestyle to customers.

Thirdly, through aesthetic drainage, the self-propagation potential can be pulled to increase the brand popularity, which effectively achieves low-cost drainage.

The rise of social media has made the new consumption model of “growing grass online and pulling grass offline” into the mainstream of young consumer groups. The restaurant’s retro and trendy scene tone makes every corner of [Hongxi Building] a photo background. The brand has its own media attributes and social attributes, and has more advantages in marketing to young groups.

2. Functional level: Cantonese service increases customer repurchase stickiness

The cordial, natural and comfortable Cantonese service was once the benchmark of the national service industry. [Hongxi Building] has always insisted on improving the quality of customers’ dining with considerate Cantonese service. The service staff in the Jiangbei store are all Cantonese locals who have undergone unified training, only to present authentic Cantonese-style service.

For example, there is a special tea space on the first floor , and the scene experience design pays more attention to the fit between the natural environment and the consumer mood. The elegant local tea space is also the best blessing for the business attributes of catering.

In addition, the design of private rooms ensures relatively strict business privacy according to functional requirements. Each private room is uniquely designed for consumers’ pre-dinner tea tasting space and post-dinner entertainment and social functions. The service and experience are fully displayed under the details.

03 Laoguang or Shunde? The competition of Cantonese cuisine is ultimately heading towards sub-categories

With the development of the market, the subdivision of Cantonese cuisine is an irresistible trend.

1. Market level: With the rising trend of local cuisine, the awakening of market education such as national style and food culture, coupled with the huge market potential of Cantonese cuisine itself, the competition pattern has not yet been fully opened, and catering brands need to take the lead and make arrangements in advance.

2. Category level: Cantonese cuisine has the advantages of subdivision. From the subdivision of cuisine, Cantonese cuisine can be divided into Shunde cuisine, Chaozhou cuisine, Cantonese cuisine, Hakka cuisine, etc.; from the subdivision of a single dish, each series has many There are classic recipes and single items. The popular Chaoshan fresh beef hot pot, Chaoshan casserole porridge, Chenghai braised goose, roast meat, sausage powder, etc., which have appeared in the past two or three years, have both good taste and reproducibility. , polishing, and promotion, it has suddenly become a category that is popular all over the country.

3. Brand level: This is the only way for catering brands to develop chain and brand in the future . It is the “root” of the brand, the reason for the brand’s consumption, and the key to differentiate the competition of the brand.

summary

The essence of catering brand competition is price segment competition. Consumer habit determines the essence of catering brand competition is price segment competition. In which price segment the brand is located, it is necessary to study the style of this price segment.

Taking Cantonese cuisine as an example, [Hongxi Lou] is to seize the current blue ocean of new competition in the price range of 150 yuan, and reduce the dimension to enter this field, so that Cantonese cuisine is in this light business price segment and adjusts the product mix with the perception of high value of Cantonese cuisine. , with high-quality scene experience, forming a strong competitiveness.

This is why Mercedes-Benz has launched a model of 200,000 to 300,000 yuan, and everyone is madly rushing it.