年菜消费新选择：从“丰盛的惊喜”转向“确定的幸福”

Core Insights - The Chinese New Year cuisine market is experiencing a significant transformation, with a focus on "certainty" in consumer choices, leading to a projected market size exceeding 260 billion yuan by the end of the year, growing at an annual rate of over 38% [10][11][12] Group 1: Market Trends - The demand for New Year’s Eve dinner reservations has surged, with platforms like Meituan reporting a threefold increase in orders compared to the previous year [11] - Consumers are increasingly favoring family gatherings over business dinners, prompting restaurants to adapt their offerings to meet family needs [11] - The trend towards pre-packaged and semi-finished dishes is becoming mainstream, with over 60% of consumers opting for these options [15] Group 2: Consumer Behavior - The desire for a predictable dining experience is driving consumer choices, with families preferring fixed-price packages that eliminate uncertainty [13][14] - The focus has shifted from traditional displays of culinary skill to ensuring quality family time during the holiday, with 74% of consumers viewing the holiday as a time for relaxation [14][15] - Consumers are willing to pay for "zero-risk" dining experiences, reflecting a shift in the value placed on family gatherings [14][15] Group 3: Supply Chain and Operational Strategies - Companies are restructuring their supply chains to ensure quality and price stability during peak demand periods, with advanced inventory management practices being implemented [17] - Retail platforms are standardizing regional dishes to ensure consistent quality and taste, enhancing the overall dining experience [17][18] - The integration of cultural elements into meal offerings is becoming a competitive advantage, with brands creating unique dining experiences that resonate with consumers [18]