Core Insights - The average dining price has dropped to levels close to those seen a decade ago, indicating a significant shift in the restaurant industry [1][11] - The decline in average dining prices is attributed to structural market issues, changes in consumer behavior, and the increasing prevalence of low-priced offerings [2][7] Supply and Demand Dynamics - As of August 2025, the number of dining establishments in China exceeded 7.6 million, with a total of 16.03 million restaurant businesses [3] - The market is oversaturated, with estimates suggesting that the optimal number of restaurants should be around 3 million, indicating a significant excess in supply [4] Pricing Strategies - Many new restaurants, particularly those opened in the last three years, are resorting to low pricing as a survival strategy due to a lack of customer acquisition capabilities [5][9] - The increase in low-priced categories such as fast food and beverages has dragged down the average dining price across the industry [6] Consumer Behavior Changes - There has been a notable shift in dining occasions, with high-end dining experiences declining and everyday casual dining becoming more prevalent [7] - Consumer spending on dining has become more rational, with the average per capita spending dropping to 36.6 yuan, a 7.7% decrease from the previous year [7] Competitive Landscape - The intense competition in the takeaway market has led many restaurants to lower their dine-in prices to remain competitive [8] - The lifecycle of dining establishments has shortened significantly, with the average lifespan dropping from 2.1 years in 2015 to approximately 16.9 months in 2023 [9][10] Strategic Recommendations - Restaurants must shift from a price-dependent strategy to one focused on value competition, emphasizing quality and customer experience [12][15] - Established restaurants should concentrate on retaining existing customers rather than engaging in price wars, as their competitive advantage lies in brand loyalty and quality [13][14]
堂食客单价跌回十年前，两类门店面临“生死局”
3 6 Ke·2025-10-30 12:43