2025，餐饮再无“大网红”

Core Insights - The phenomenon of "internet celebrity restaurants" is fading, with fewer standout brands emerging in 2025 compared to previous years [1][2] - The restaurant industry is experiencing a significant decline, with a 23% year-on-year increase in closure rates for restaurants, particularly affecting internet celebrity brands, which account for 65% of closures [1][2] Group 1: Industry Trends - The closure of notable brands like Guangzhou's "Wenheyou" reflects a broader trend of decline in the internet celebrity restaurant sector, which was once characterized by long queues and high customer engagement [2][4] - Data from the China Cuisine Association indicates a decline in national restaurant revenue growth, with a historical low of only 0.9% in June 2025 [4][5] - In Beijing, the profit of large-scale accommodation and catering businesses dropped by 67% in the first half of 2025, with a profit margin of only 0.3% [5] Group 2: Consumer Behavior Changes - Consumers are becoming more rational, seeking "certain value" from their dining experiences rather than just low prices, as indicated by a shift in consumer preferences towards value and health [8][10] - The average per capita spending in restaurants has decreased by 15% year-on-year, highlighting a growing focus on cost-effectiveness among consumers [10][12] Group 3: Market Dynamics - The restaurant industry is facing high customer acquisition costs, which have surged by 320% compared to pre-pandemic levels, while new customer conversion rates have fallen below 15% [6][12] - The closure rate of new restaurants is alarmingly high, with 61.2% of new openings failing, indicating a rapid turnover in the market [13][15] Group 4: Future Outlook - The industry is expected to undergo a "self-purification" process, where only those brands that can adapt and provide genuine value will survive, while many older internet celebrity restaurants are likely to close [16][22] - The focus is shifting from short-term gains to long-term sustainability, with successful brands needing to emphasize product quality, service authenticity, and supply chain transparency [23][24]