The Digital Service Rate Of Catering Industry Is Less Than 10%. Beijing And Shanghai Push Online And Offline Shops To "Use The Number To Give Wisdom"

The year 2020 can be called the first year when the offline real economy is moving towards digitalization. In April 2020, the national development and Reform Commission (NDRC) and the Network Information Office (ncio) issued the notice on the implementation plan for promoting the action of "using digital intelligence in the cloud" to cultivate new economic development, emphasizing the need to accelerate the improvement of digital infrastructure, promote the opening of enterprise level digital infrastructure, and empower the digital transformation of small and medium-sized enterprises.

With the support of a series of policies, digitization is enabling more subdivided fields. Previously, according to the data released by the China Chain Store Association, 67.6% of the enterprises surveyed said that they would plan to upgrade the supply chain or digital transformation of enterprises after the epidemic. It can be said that the epidemic situation has become one of the important driving factors for the digitalization and intelligent process of catering and other life services.

Recently, relevant departments in Beijing and Shanghai have launched relevant measures to promote the further upgrading of the catering industry. Beijing Cuisine Association is responsible for the implementation of the "Beijing catering industry digital upgrade action" officially launched. The plan will carry out six aspects of digital transformation for catering merchants in the city, including business management, marketing promotion and so on. It is estimated that the plan can help the online revenue of merchants increase by 30% and the average online exposure increase by 50%. Coincidentally, Daxue Road, located near Fudan University, will also be the first digital shop demonstration street, which will be launched in Yangpu District of Shanghai recently.

Digital store is of great significance. In the future, Shanghai will cooperate with meituan to build 10 digital small store demonstration streets. Zhao Liang, deputy head of Yangpu District, said that through the cooperation with meituan, it can effectively speed up the upgrading of the digital, intelligent and modern business model of small stores, create an online and offline integrated digital store, realize sustainable and benign development, and provide a more solid foundation for the upgrading of the energy level of characteristic Commercial Street on university road.

Online revenue will grow by at least 30%

In the face of the special situation in 2020, "small shop economy" has shown strong toughness relying on digital transformation. In August 2020, Yangpu District of Shanghai issued an online new economic district level action plan, aiming to promote the online and offline integration of "small store economy", product quality, sales service, financial support, data management and other aspects with the digital economy as the guide.

This plan took the lead in university road. As a model of "small shop economy" in Yangpu District, Daxue road has been rated as a city level characteristic commercial district in the early years. It is adjacent to many colleges and universities. It has become an innovative and entrepreneurial group and a new place for young people to consume.

At the end of 2019, Mr. Mao, a Shanghainese who had worked for an Internet company for many years, and his friends opened a small shop on the University Road in Shanghai: the twenty eighth degree of the river and the Lake restaurant. Unfortunately, the epidemic broke out shortly after its opening. This remote non Street shop closed for two months. But soon after, Mr. Mao relied on Internet thinking and made the store survive through digital upgrading. During the epidemic period, the restaurant updated and optimized its dishes through data analysis provided by meituan catering system. "After the online promotion of meituan, the turnover of the store has increased by 50%. At present, data analysis has been the most important indicator for the change and selection of dishes and wine products. " Mr. Mao said in an interview with the 21st century economic reporter.

According to statistics, the average staff efficiency of the stores using the system is increased by 20%, and the cost of food materials is reduced by 5%. In Shanghai, more and more small shops are stepping into the fast lane of digital upgrading. In addition, throughout the country, a number of time-honored traditional catering enterprises have also stepped on the digital fast lane.

Chen Tianji, located in the third lane of shiwufu, Baohua Road, Guangzhou City, once was full of people. Relying on 40 years of operation, Chen Tianji has attracted countless diners. In November 2019, under the promotion of the "renewal of old stores" activity of Guangzhou Municipal Bureau of Commerce, ten well-known laoguang stores in the city, such as Chen Tianji, Xinxing Hotel and huishijia, have been on-line for more than a year.

Under the impact of the epidemic, the old shop also once suffered losses. Chen Yinghua, the head of the store, revealed in an interview with the 21st century economic reporter that during the epidemic period, the sales volume of offline stores was only about 20% of the previous one, but the number of takeout orders did not drop significantly, or even increased, which helped Chen Tianji maintain a break even under the impact of the epidemic. At present, the take away income has accounted for nearly 40% of the total revenue of the store.

"If an old store wants to inherit, it should try to innovate." Chen Yinghua said that just as Chen Tianji is located on the Enning Road, the old urban areas and time-honored brands can not remain unchanged. We must innovate and seek development. During the epidemic period, Chen Tianji also opened a city wide delivery service in meituan.

Digitalization needs to be more "humanized"

According to meituan Research Institute, the degree of digitalization of catering industry merchants is weak. In addition to takeout and online ordering, the penetration rate of other digital services is relatively low, even less than 10%. There is still a large space for the digital transformation of merchants.

Since 2020, the catering industry in Beijing has been impacted by the epidemic for many times. It has become the most urgent demand of the whole industry to resume normal operation as soon as possible and find new growth points. At the same time, a large number of catering businesses still lack systematic understanding of how to do digitization and how to evaluate the effect. Emei restaurant, a well-known time-honored brand under Jude Huatian, is no exception.

This "time honored brand" founded in 1950 is often "Keda" despite its small appearance. Not only Mei Lanfang, but also many famous people have visited Emei restaurant. Guo Moruo, Lao She, Zhao Puchu, Ma Lianliang and Qi Baishi were once regular customers in the shop. "When the epidemic was serious, we didn't close for a day. No matter using wechat public account or taking out, some residents who dare not come out can order food without contact. (2020) in April, takeout was the best. Meituan and hungry Mo platforms together accounted for about 35% of the total sales of 1.6 million yuan. After the epidemic, the operating revenue of the whole store has increased by at least 50%, and the proportion of the amount of takeaway orders has been maintained between 25% and 30% Zhang Yuming, general manager of Beijing Emei restaurant of Jude Huatian Holding Co., Ltd., said in an interview with 21st century economic reporter that the trend of digitalization will become more and more important and will inevitably permeate all aspects of life. As a catering practitioner, he also needs to constantly adjust to adapt to the trend and changes in consumers' habits.

However, he also hopes that the future development of digital platform can be as simple as possible. "It is better to facilitate different groups, not only young people, but also the elderly. In addition, the platform also needs more digital guidance for operators and managers. This can not rely too much on equipment, the key is the initiative and initiative of people. For example, at the marketing level, targeted personalized promotion can be carried out according to the data. For example, female customers can give away desserts, and the elderly can send cakes and other foods accordingly. Business methods and skills can be adjusted, but the line and concept of product quality can never be changed. "

According to the public data, since 2020, the monthly revenue data of the catering industry has decreased compared with that in 2019, and has been steadily rising since April 2020, and the decline rate has gradually narrowed. Customer cloud data shows that from February to December 2020, the proportion of merchants who buy POS smart cash registers every month has been increasing. A series of digital businesses began to launch digital overall scheme, including store digitization, marketing digitization and back-end digitization.

Despite the industry's setbacks, there are also opportunities in the crisis. Ju Xinping, director of the commerce and Trade Department of Shanghai Municipal Commission of Commerce, said that the small shops in the streets and alleys are the image display window and charm of a city. As the capillary of the city's overall economy, the "small shop economy" has played a "stabilizer" and "multiplier" role for innovation, entrepreneurship and employment, and has also brought huge potential and power for the city's economic development. In the future, Shanghai Municipal Commission of Commerce will promote the digital transformation and upgrading of more than 10000 stores in Shanghai.