成都市中高档餐饮“消费降级”调查

Core Insights - Chengdu's dining market is undergoing a significant structural transformation, reflecting a shift in consumer values and market dynamics, driven by a combination of declining income expectations and emotional needs [1] Consumption Status - Chengdu's overall dining market size exceeded 120 billion yuan in 2023, growing by 5.8% year-on-year, but the growth rate has slowed compared to pre-pandemic levels, showing a "polarization" trend [3] - The market share of mid-to-high-end dining has dropped from 32% in 2021 to 25% in 2023, with a growth rate of only 1.2%, significantly lower than the 8.5% growth rate of mass dining [3] Decline in Mid-to-High-End Dining - During the 2025 National Day holiday, average daily revenue in key commercial areas fell by 8.3% compared to the same period in 2024, with hot pot experiencing the largest decline at 11.2% [6] - The core issue for mid-to-high-end hot pot is ingredient homogenization, making it difficult for consumers to distinguish between different brands [6] Causes of "Consumption Downgrade" - The decline in mid-to-high-end dining is not solely due to decreased spending power; it also reflects a shift in consumer preferences towards value [7] - 32% of consumers prioritize value for money when choosing mid-to-high-end dining, while only 18% choose based on brand recognition [7] - Consumers are adjusting their spending based on dining scenarios, opting for more cost-effective options in casual settings [7] Emotional Value and Experience - There is a notable "upgrade" in consumer demand for emotional value and experience, becoming a core aspect of competitive differentiation for merchants [8] - Innovative dining experiences, such as themed environments and interactive services, are increasingly important to attract consumers [8] Income Expectations - 65% of consumers lack confidence in income growth over the next 1-2 years, with the middle class feeling the most anxious due to lower salaries compared to other major cities [9] - The decline in real estate values has led to a perception of "wealth shrinkage," prompting consumers to reduce discretionary spending [9] Generational Shift in Consumption - The younger generation (Z and millennials) is becoming the main force in rational consumption, prioritizing personal experience over brand prestige [10] - This shift is driving merchants to focus on value and experience rather than brand premium, contributing to the decline in average spending but an increase in experiential quality [10] Recommendations for the Industry - Economic development and job creation are crucial for stabilizing income expectations, with government support needed for industry upgrades and employment [11] - Establishing a special fund for the restaurant industry to provide low-interest loans and rent subsidies can help small businesses [11] - Encouraging large dining enterprises to hire unemployed individuals and supporting the development of new business models can create more flexible job opportunities [11]