高德“杀入”餐饮业：会边缘化预制菜吗？

Core Viewpoint - The restaurant industry is currently in a period of internal competition, with the rise of chain operations increasing operational difficulties, leading to the adoption of "pre-made dishes" as a reluctant choice [1][2] - The influence of online marketing on the restaurant industry is weakening, and the trust between users, platforms, and merchants is diminishing [1] - To marginalize pre-made dishes, it is essential to rebuild the trust chain, which is a critical issue that companies like Gaode are addressing [1] Industry Analysis - The restaurant industry has faced significant challenges in recent years, particularly since 2024, with monthly revenue growth lagging behind GDP growth, indicating a period of internal competition [2] - The capital influx into the restaurant sector has led to a significant increase in chain operation rates, from 15% in 2020 to 23% in 2024, which has improved standardization but also increased financial burdens on businesses [5] - Despite high levels of investment, the number of business cancellations and closures has reached new highs, indicating a growing pessimism within the industry [6] Financial Performance - Companies often resort to price reductions as a means of counter-cyclical adjustment, but in the current environment, this strategy may not effectively resolve operational challenges and could worsen financial performance [4][6] - The focus has shifted to "cost-cutting," with pre-made dishes being a method to enhance operational efficiency through modern preservation technologies [7] Trust and Marketing Dynamics - The reliance on online platforms for driving traffic to physical restaurants has not yielded the expected results, as evidenced by the stagnation in growth for companies like Jiumaojiu, which saw only a 1.5% revenue increase despite a nearly 25% rise in marketing expenses [11] - Trust is a critical factor in the restaurant industry, and the erosion of trust due to conflicts of interest and biased reviews has led to inefficiencies in advertising and a mismatch in consumer needs [12] Future Expectations - In the short term, the restaurant industry can leverage trust to improve profitability and emerge from the current competitive downturn, with expectations for significant gains during the upcoming holiday season [14] - In the medium term, there is an anticipated decrease in the proportion of pre-made dishes as the industry refocuses on quality and taste [15] - In the long term, the goal is for consumers to enjoy quality food while businesses concentrate on culinary excellence [15]