餐饮人的下半年：不下牌桌，就是胜利

Core Viewpoint - The restaurant industry is undergoing a significant transformation, characterized by intense competition and a survival-of-the-fittest scenario, where both small eateries and large chains face unprecedented challenges [4][23]. Group 1: Impact of Delivery Subsidy Wars - A historic delivery subsidy war has seen over 800 billion yuan in subsidies flooding the restaurant market, leading to extremely thin profit margins for many businesses [6][8]. - Extreme discounts like "0 yuan milk tea vouchers" and "18 yuan off 18 yuan" have resulted in a surge of daily orders, reaching up to 250 million, but have also drained in-store customer traffic [7][8]. - Many restaurants are forced to cut costs, leading to complaints about reduced food quality and portion sizes, as they struggle to survive in a highly competitive environment [8][11]. Group 2: Challenges in First-Tier Cities - First-tier cities have become a "testing ground" for restaurant brands due to high operational costs and market saturation, with less than 15% of new restaurants surviving beyond three years [10][11]. - The number of new restaurant registrations in major cities exceeded 60,000 in the first half of the year, contributing to a highly competitive landscape [11]. - Many well-known chains are adjusting their strategies by closing or relocating stores in core business districts to mitigate costs [11][12]. Group 3: Trends of Leaving Shopping Malls - A significant number of restaurant operators are "fleeing" shopping malls, with many establishments closing or transferring ownership within a year of opening [13][15]. - The decline in foot traffic in shopping centers, with visitor numbers at only 78.3% of 2019 levels, has exacerbated the financial strain on restaurants reliant on natural customer flow [15][18]. - Despite the challenges, opportunities exist in lower-cost markets and less competitive areas, where restaurants can innovate and adapt to local preferences [15][19]. Group 4: Decline of Traditional Restaurants - A wave of traditional restaurants has closed, with over 30 well-known establishments shutting down in major cities due to changing consumer preferences [17][18]. - The high operational costs and the shift in dining culture towards more casual and personalized experiences have contributed to the decline of traditional dining formats [18][19]. - Successful traditional restaurants are adapting by exploring new business models and enhancing customer experiences to remain relevant [19][20]. Group 5: Industry Saturation and Future Outlook - The total number of restaurant-related enterprises has approached 17 million, indicating a saturated market and fierce competition [21][22]. - The industry is entering a deep restructuring phase, where only brands with clear positioning and strong supply chains will thrive [21][23]. - The second half of the year is expected to continue the trend of adjustment and value reconstruction, with a focus on innovation and market demand exploration [23][24].