被预制菜笼罩，商场餐饮大撤退？

Core Insights - The restaurant business in shopping malls is experiencing a significant divide, with some brands thriving while others struggle to attract customers [1][3][8] - Despite a surge in consumer traffic during the recent holiday, many established restaurant brands are closing their locations in malls due to high operational costs and declining foot traffic [3][9][18] - New regional and niche brands are increasingly entering shopping malls, indicating a shift in consumer preferences and market dynamics [6][12][20] Group 1: Performance Metrics - During the National Day holiday from October 1 to 7, key monitored pedestrian streets saw a year-on-year increase in foot traffic by 8.8% and sales by 6.0% [1] - In Beijing, 60 key shopping districts recorded a total foot traffic of 59.668 million, representing a 13.9% increase year-on-year [1] - Shanghai's major shopping districts experienced a sales increase of 10.2%, with specific areas like Nanjing East Road and Nanjing West Road seeing growth rates of 23.2% and 22.7% respectively [1] Group 2: Market Trends - Many established restaurant brands are exiting shopping malls, with notable closures including Gontran Cherrier and Da Shi Dai, indicating a trend of long-standing businesses leaving the market [3][9] - The demand for second-hand equipment from mall restaurants has surged, with a reported 300% increase in recovery requests for 2024 compared to 2023 [5] - New regional chain brands and local cuisine restaurants are increasingly choosing to open in malls, reflecting a shift towards more diverse dining options [6][12] Group 3: Consumer Behavior - The high operational costs, including rent and labor, are driving many restaurants to relocate or close, as they struggle to maintain profitability in malls [9][12] - Consumers are increasingly favoring street-side or community restaurants over mall dining due to perceived lack of authenticity and "smoky" flavors associated with mall food [16][18] - The trend of opening community and campus stores is gaining traction, as brands seek to reach younger consumers and adapt to changing dining habits [12][13][20] Group 4: Strategic Responses - Shopping malls are extending operating hours and hosting events to attract more customers, with some malls in Beijing and Shanghai remaining open until late at night [19][21] - Malls are also focusing on creating differentiated experiences for various demographics, including the elderly and young consumers, to enhance foot traffic [20][21] - Upgrades and renovations in malls are aimed at attracting flagship stores and enhancing the overall shopping experience, as seen in Guangzhou's Tianhe City [23][24]