2025年中国餐饮品牌力白皮书

Core Insights - The Chinese catering industry is experiencing a significant slowdown, with a 3.6% year-on-year growth in revenue from January to August 2025, down from 6.6% in the same period of 2024, indicating a shift to a "micro-profit era" [1] - The total number of catering outlets in China has seen a rare negative growth, decreasing by 1.9% year-on-year to over 7.6 million by August 2025, marking a transition from "incremental competition" to "stock competition" [1] Industry Trends - Different segments within the catering industry show a clear divergence in outlet growth, with ready-to-drink beverages and Chinese cuisine being among the few segments experiencing growth, while fast food, bakery, barbecue, hot pot, Western cuisine, and Asian cuisine have all seen declines [2] - The overall operating efficiency of the industry is under pressure from rising costs and changing consumer demand, leading to the elimination of underperforming outlets and the survival of those with brand advantages and high operational efficiency [2] - The chain rate in the catering industry has steadily increased from 15% in 2020 to an expected 25% in 2025, highlighting the growing importance of brand and scale in the industry [2][3] Consumer Behavior - Consumer spending on dining is becoming more cautious, with a significant drop in the proportion of consumers planning to increase their dining expenditures in 2025 compared to 2024 [5] - A notable shift in dining habits is observed, with 24.2% of consumers reducing business meals and gatherings, while over 40% are cooking more at home, indicating a move towards more economical and healthier dining options [6] Market Dynamics - The takeaway market is undergoing a historic transformation, with the market size expected to exceed 1.4 trillion yuan in 2025, driven by a new competitive landscape following the entry of JD.com and Alibaba's "Taobao Flash Purchase" [4][5] - The competitive landscape in the takeaway market has shifted to a three-way competition among Meituan, Alibaba, and JD.com, moving beyond mere subsidy wars to focus on service quality and technological innovation [5] Operational Strategies - Brands are increasingly optimizing their store models to reduce costs and improve efficiency, with various new store formats emerging, such as satellite stores and delivery-focused outlets [10][11] - The average lifespan of catering outlets is decreasing, with projections indicating a further reduction to around 15 months in 2025, emphasizing the need for strong operational capabilities and brand differentiation [8] Product Innovation - The number of new products launched by brands has surged, with over 5,263 new items introduced from January to July 2025, reflecting a focus on regional ingredients and flavors to meet consumer demand for diversity [9] - Brands are leveraging regional specialties to create unique product offerings, enhancing brand value and consumer engagement through localized flavors [9]