Recently, meituan takeout’s list of new takeout cities in 2021 (hereinafter referred to as the “list”) was released. The list shows that catering takeout in Shenzhen is booming. In 2021, the total number of Shenzhen merchants on the platform increased by nearly 20% over the same period last year, and the order volume of night takeout in Shenzhen ranks second in China.
The vigorous development of takeout economy is inseparable from the joint efforts of the industry and platform. Recently, many industry associations such as Guangdong catering service industry association and Shenzhen time-honored brand association cooperated with meituan takeout and successively held catering digital seminars in Shenzhen. At the meeting, the person in charge of the association, business representatives and relevant persons in charge of meituan takeout discussed in depth to discuss the road of digital transformation of catering and jointly create a high-quality industry ecology.
Shenzhen’s catering economy is booming, and the food association provides suggestions for the in-depth operation of takeout
The list shows that in terms of merchant vitality, from September to November this year, the number of new Shenzhen merchants on meituan takeout platform ranked third in China, and the total number of Shenzhen merchants increased by 18.28% year-on-year in 2021. The number of new merchants on the platform highlights the vitality of the urban catering industry, and the popularity of night delivery also reflects the prosperity of night economy. The list shows that the order volume of night delivery in Shenzhen ranks second in China, second only to Guangzhou. Shenzhen’s fighters come from all over the world. All kinds of delicious food can occupy a place here. With the decline of winter temperature, Shenzhen’s takeout hot pot has ushered in a new round of growth in order volume. The types of hot pot have surpassed Chengdu and become a veritable “takeout hot pot city”.
The positive empowerment of takeout to the catering industry has become a consensus in the industry. Catering digitization led by takeout has also become a “required course” for catering enterprises. Recently, the third member congress of Guangdong catering service industry association and the third China (Guangdong) digital catering development seminar were held in Shenzhen. At the seminar, Bai Xiufeng, President of meituan new catering Research Institute, mentioned in the keynote speech of new catering and new thinking that in 2021, the income of China’s catering industry will return to the level before the epidemic, while the scale of takeout users will expand rapidly after the epidemic, and there is still room for growth, “On the way to improve the digital level of the traditional catering industry, meituan is sparing no effort to help many traditional catering merchants embrace the Internet, reach customers with digital marketing and improve brand strength.”
The guests fully affirmed the role of takeout in the recovery of catering industry, and made suggestions on how to improve the digital level of traditional catering businesses and carry out in-depth operation of takeout. Industry representatives brought topics such as the key to the digital upgrading of catering enterprises and the integration of three stores and enterprise micro operation, “Although most catering enterprises can not fully grasp the digital operation, consumers’ dining consumption habits have been completely changed. Reaching customers with digital marketing and in-depth operation have become particularly important.”
more than 80% of the time-honored brands in Shenzhen launched meituan takeout and actively explored digital operation
There are also many “old” catering businesses on the catering digital track. Recently, the new extension plan of Shenzhen time-honored brands and the meituan digital empowerment seminar for Shenzhen time-honored brands were held. The heads of many time-honored catering brands in Shenzhen visited the meituan big data exhibition hall and conducted in-depth research and learning on how time-honored brands embarked on the road of digital catering transformation.
In the face of the impact of emerging brands, the transformation of consumption habits, product innovation and competition, in the current digital era, how to reach the Internet for time-honored catering brands has become an important proposition. According to the relevant person in charge of meituan takeout, the age structure of catering consumer groups in Shenzhen is still gradually becoming younger. It is a general trend for old catering enterprises to embrace market changes, develop online business, launch a food structure more in line with current catering consumption habits, renew their brands and win the favor of more new generation of consumers.
It is understood that more than 80% of the time-honored catering brands in Shenzhen have launched the takeout platform, including Chunmanyuan, xinfengla tea restaurant, Furong building, Jianingna Hotel, Taiqing dessert, Bashu style, Grand Mercure Oriental Ginza Hotel, etc. According to the research data of meituan takeout, compared with young brands, time-honored brands have unique advantages, including good reputation, high-quality products, per capita consumption higher than the industry average, and the main consumer groups are local residents. If we do well in online digital operation, we can continue to obtain a stable source of customers. At the same time, nearly 90% of the online consumer groups of “catering time-honored brands” are post-80s For the post-90s consumer group, time-honored brands are attractive enough for young people, and “digital turning” is not difficult.
The relevant person in charge of meituan takeout said that meituan takeout will continue to help old stores “rejuvenate” and join hands with old brands to catch the digital train. Next, meituan takeout will join hands with time-honored brands in Shenzhen to launch “time-honored brands · meituan good goods”, so as to deliver the delicacy of time-honored brands on a larger scale and better inherit the urban culture carried by time-honored brands.
(guangming.com)
