主流价格带下移

Search documents
上一批“餐饮王者”,正在被时代抛弃
虎嗅APP· 2025-05-17 14:05
Core Viewpoint - The previous generation of restaurant "kings" in China is facing significant challenges, with many well-known chains experiencing closures and downsizing due to changing market conditions and consumer behavior [1][2]. Group 1: Industry Changes - The rapid growth of the restaurant industry over the past decade is coming to an end, as the economic and demographic advantages that previously supported this growth are diminishing [4][5]. - Consumer behavior is shifting towards more rational spending, leading to a decline in average spending per person in the restaurant sector, which is projected to drop to 39.8 yuan in 2024, a decrease of 6.6% year-on-year [7]. - The mainstream price range for dining has shifted significantly, with the average price for main courses dropping from 90-120 yuan a decade ago to 50-60 yuan today [8][9]. Group 2: Pricing and Competition - The decline in consumer spending has directly impacted the pricing strategies of established restaurant chains, forcing them to reconsider their pricing models [9][10]. - Many chains are engaging in aggressive price wars, but simply lowering prices can lead to a detrimental cycle of reduced profits and quality, especially for larger chains with high fixed costs [11][12]. - The proliferation of shopping centers has diluted customer traffic, increasing competition and operational costs for restaurant brands [12][13]. Group 3: Operational Challenges - Established chains are often burdened by outdated operational models and high overhead costs, which have become unsustainable in the current market environment [14][16]. - There is a pressing need for these chains to optimize their cost structures, as many still operate with a cost model that allocates 30% to food, 30% to labor, and 20% to rent, which is less efficient compared to international standards [17]. - Improving operational efficiency through lean management practices and optimizing resource allocation is crucial for survival [21]. Group 4: Future Strategies - The path forward for established restaurant chains lies in restructuring their business models to enhance resource allocation efficiency and reduce costs [16][17]. - Expanding product lines and diversifying revenue streams through delivery and retail options can provide additional income sources [21].