日本餐饮的“平成食代”，中国“西贝们”的镜与鉴

Core Viewpoint - The article draws parallels between the challenges faced by Chinese restaurant chains, such as Xibei, and the historical experiences of Japan's restaurant industry during the Heisei era, suggesting that the lessons learned from Japan's economic downturn can provide insights for China's current market dynamics [5][39]. Summary by Sections Historical Context - The Heisei era in Japan began in 1989, marked by a GDP growth rate of 5.4%, which was never reached again in the following thirty years [7]. - The economic bubble burst in Japan led to a significant decline in wealth across various sectors, yet the restaurant industry managed to survive, with food and beverage consumption remaining stable at around 23%-25% of household expenditure [9]. Changes in Consumer Behavior - Post-bubble, the average monthly food expenditure for Japanese households decreased from 82,000 yen in 1992 to 74,000 yen in 2000, while other consumer sectors saw more drastic declines [9]. - The dining landscape shifted, with a notable increase in "convenience food" consumption, which tripled, as consumers opted for quicker meal solutions amid economic uncertainty [10][14]. Industry Dynamics - The restaurant industry faced a transformation rather than a survival crisis, with a 20% decrease in average meal prices over two decades [9][10]. - The number of restaurant establishments in Japan fell from 1.55 million to around 1.4 million, despite only a slight decrease in demand [15]. The "Impossible Triangle" of the Restaurant Industry - The concept of the "impossible triangle" suggests that high pricing, chain expansion, and quality cannot coexist in the restaurant business [20][30]. - Successful Japanese restaurant chains often focused on standardization and digitalization to achieve scale, leading to a rise in pre-prepared food products [21][22]. Case Studies - The article contrasts the strategies of two Japanese restaurant companies: Watami, which struggled with high pricing and ultimately had to lower prices to survive, and Izumi, which thrived by maintaining low prices and high volume [36]. - The majority of Japan's top restaurant companies are characterized as "affordable representatives," indicating a market preference for value over high-end dining experiences [34]. Cultural and Economic Insights - Japan's high-end dining scene remains robust, with Tokyo housing the most Michelin-starred restaurants globally, but these establishments do not pursue mass expansion [38]. - The article emphasizes that the lessons from Japan's restaurant industry may not be directly applicable to China due to significant differences in market conditions, such as food supply and consumer behavior [38][40]. Conclusion - The article concludes that in the restaurant industry, particularly for chains aiming to serve a broad consumer base, a choice must be made between scale and premium pricing, as attempting to achieve both often leads to failure [41].