社会服务 社会服务 烟火气回归家常菜崛起，潮玩&创作者经济赛道景气 2025 年 07 月 13 日 投资评级：看好（维持） ——行业周报 | 行业走势图 | | | | | | | | --- | --- | --- | --- | --- | --- | --- | | | | | 初敏（分析师） 李睿娴（分析师） 程婧雅（联系人） chumin@kysec.cn liruixian@kysec.cn chengjingya@kysec.cn | | | | | 社会服务 | | 沪深300 | | | | | | 60% | | | 证书编号：S0790522080008 证书编号：S0790525020004 证书编号：S0790123070033 | | | | | 48% | | |  潮玩/创作者经济：6 月线上基数提升增速平稳，非音乐内容强化平台议价能力 | | | | | 36% | | | 潮玩：6 月久谦潮玩类目销售额 13.5 亿/yoy+17%（VS 3 月、4 | 月、5 | | 月为 | | 24% 12% | | | 86%/16%/17%），2024 高基数阶段已逐步消化。 ...

Core Insights - The Chinese cuisine market, valued at trillions, is undergoing significant changes, with "robotic cooking" emerging as a major variable in the industry [1][3] - The market is characterized by low concentration and declining average spending per customer, with the chain rate expected to rise from 22% in 2024 to around 24% by 2025 [3][4] Market Overview - The national catering revenue is projected to reach approximately 5.6 trillion yuan in 2024, with a year-on-year growth of 5.3% [3] - The Chinese dining market is expected to reach 1.06 trillion yuan in 2024, indicating substantial growth potential [3] Industry Challenges - The Chinese dining sector faces challenges such as low standardization and scalability, with the chain rate for Chinese cuisine remaining significantly low at 1% for formal dining and 5% for casual dining [3][4] - The average customer spending has decreased from 56.4 yuan to 53.5 yuan from 2020 to 2024, reflecting a compound annual growth rate of -1.3% [3] Technological Innovations - The introduction of "cooking robots" is seen as a solution for cost reduction and efficiency improvement in Chinese restaurants, with notable examples including brands like Xiaocaiyuan [5][7] - Cooking robots can reduce labor costs by 40%, increase output speed from 5-10 minutes to 2-3 minutes per dish, and decrease kitchen space requirements by 30% [6][7] Investment Trends - The demand for cooking robots is on the rise, with companies like Xiaocaiyuan planning to procure 3,000 units at a cost of approximately 150 million yuan [7] - Investment from major players like JD Group indicates a growing interest in the cooking robot sector [7][10] Strategic Developments - The "Smart Kitchen Full Chain Solution" was introduced, featuring AI digital recipes and intelligent cooking robots, already serving over 1,000 restaurants across various sectors [10]

Group 1: Industry Overview - The restaurant industry is facing challenges such as high rent, energy costs, and labor expenses, making digital transformation essential [1] - The Chinese restaurant market is projected to recover in 2024, with an expected revenue of approximately 5.6 trillion yuan, a year-on-year growth of 5.3% [2] - The chain rate in the restaurant industry has increased from 15% in 2020 to an estimated 22% in 2024, with further growth expected to 24% by 2025 [2][3] Group 2: Market Dynamics - The number of Chinese dining establishments has grown from 1.248 million in 2020 to 1.395 million in 2024, with a compound annual growth rate of 2.8% [3] - The average customer spending has decreased from 56.4 yuan to 53.5 yuan, reflecting a compound annual decline of 1.3% [3] - The average output per store has significantly dropped, indicating a potential market reshuffle in the Chinese dining sector [3] Group 3: Technological Innovations - Sichuan Xiong Miao Master Technology Co., Ltd. introduced a "smart kitchen full-chain solution" utilizing AI digital recipes and intelligent cooking robots to enhance operational efficiency [1][5] - The smart kitchen solution has shown to improve dish output efficiency by over 40% and reduce labor costs by 40% [1][7] - The AI digital recipe system allows for data-driven decision-making in restaurant operations, enhancing menu and pricing strategies [6] Group 4: Regional Focus - Sichuan cuisine accounts for over 10% of the Chinese dining market, with a market size exceeding 130 billion yuan [4] - The Sichuan provincial government is actively promoting the development of Sichuan cuisine through technology and international market expansion [4]

Core Insights - In an era of information overload, only 5% of brands manage to endure, with successful brands focusing on deepening demand rather than chasing fleeting trends [1] - The essence of marketing lies in discovering needs rather than creating hype, as demonstrated by the restaurant brand Xibei, which enhances consumer experience instead of relying on low prices [3] - Emotional resonance is crucial for building brand equity, with Xibei's marketing activities becoming integral to consumers' lives through meaningful interactions and seasonal promotions [5][6] Marketing Strategies - Xibei prioritizes service optimization during peak times, enhances family-friendly services, and improves waiting experiences to address consumer pain points effectively [3] - Seasonal marketing campaigns and family-oriented promotions create habitual associations between Xibei and specific occasions, embedding the brand in consumer memory [5] - The brand's core value of "love" is consistently expressed in both external marketing and internal management, fostering genuine service from employees [6] Long-term Vision - Xibei's approach contrasts with the trend of short-term, viral marketing, focusing instead on long-term brand building through continuous experience enhancement and emotional connections [7] - The brand's success is evident as it becomes synonymous with Northwest cuisine and establishes annual consumer expectations for its events, demonstrating the power of sustained brand loyalty [7] - Ultimately, the true battleground for marketing lies in consumer perception, with Xibei exemplifying that lasting brand equity stems from deep insights into consumer needs and steadfast adherence to core values [7]

以下文章来源于虎嗅智库服务 ，作者虎嗅智库 虎嗅智库服务 . 虎嗅智库是聚焦企业数字化、AI创新实践的新型研究服务机构。 点击卡片 关注我们 出品丨虎嗅智库 头图丨AI生成 连锁门店出餐品质 标准化管控的难题日益凸显，餐饮企业如何通过AI技术实现品控效率的提升和质量的持 续优化？进而激活门店的自驱力，推动整个企业的降本增效？ 本期502线上研讨会，我们请来了《大鲸榜 | 消费零售GenAI最强落地案例》入选企业——遇见小面，带来他 们的解决办法和落地实践经验。包括如何通过自主开发的解决方案，实现了对出餐速度、菜品品相等多个 维度的品质把控管理。以及优化其AI中台体系，推进稽查体系的智能化建设的思路。 关于遇见小面：遇见小面是一家以数字化为核心驱动的餐饮企业，自创业之初便引入了数字化点餐系统， 并于2021年组建了数字化自主研发团队，每年投入逾千万成本用于前、中、后一体化数字体系自主研发。 该体系深入渗透至餐饮连锁运营的各个层面，包括营业情况分析、数字化营销管理、供应链管理、人力安 排、员工培训与考核等，从而实现连锁经营的的降本增效。此外，遇见小面还借助数字化技术优化顾客体 验，从点餐到营销活动，均以顾客的体验 ...

中新网广州6月23日电 来自中餐领域的专家、企业家22日齐聚广州，在2025中餐供应链出海大会上，共 同探讨中餐出海的现状、痛点以及趋势。此次大会汇聚了超17个行业协会和逾100家供应链平台、连锁 餐饮企业等代表。 "中餐出海正迎来黄金时代，而供应链是中餐出海的根基与灵魂。"中国食品土畜进出口商会食材供应链 分会秘书长周文认为，食材供应链的稳定性和适配能力是中餐出海从走出去转变为行稳致远的驱动力。 世界中餐业联合会副会长武力表示，广东作为全国预制菜产业策源地，率先在全国系统性地推进产业链 建设，无疑是行业的领跑者。广东有条件成为中国预制菜产业代表中国食品工业走向海外的排头兵。 (完) （文章来源：中国新闻网） 相关数据显示，2024年海外中餐市场规模达3万亿元人民币，过去三年，全球中式餐饮市场规模以年均 11%的速度增长，预计今年将突破1.2万亿美元。目前海外中餐门店约有70万家，2025年上半年新增超 过6000家。这一数据充分表明，中餐出海正迎来前所未有的发展机遇。 "中餐正逐步迈向体系化、规模化发展的新阶段。"大会现场，良之隆·中国食材电商节创始人朱长良表 示，中餐出海正迎来前所未有的发展机遇，但也面临 ...

Core Viewpoint - The 2025 Chinese Cuisine Supply Chain Overseas Conference held in Guangzhou highlights the unprecedented opportunities and challenges for Chinese cuisine to expand globally, emphasizing the importance of supply chain stability and adaptability [3][6][19]. Group 1: Market Opportunities - The overseas Chinese cuisine market is projected to reach 3 trillion RMB by 2024, with the global Chinese restaurant market growing at an annual rate of 11% over the past three years, expected to exceed 1.2 trillion USD this year [17][18][19]. - Currently, there are approximately 700,000 Chinese restaurants overseas, with over 6,000 new openings in the first half of 2025, indicating a significant growth trend [19]. Group 2: Challenges in Expansion - Key challenges for Chinese cuisine's internationalization include insufficient supply chain integration, high costs, and significant differences in food standards and regulations across countries [11][12][30]. - The need for long-term strategies and foundational skills in supply chain management is emphasized for successful overseas expansion [17][29]. Group 3: Trends in the Industry - Four major trends in the Chinese cuisine export industry are identified: localization integration, standardized management, international marketing, and digital management [76][81]. - The integration of local resources and the establishment of overseas warehouses are crucial for overcoming supply chain localization challenges [81]. Group 4: Innovations and Solutions - Companies are exploring standardization in food safety and quality to address challenges in supply chain management, with examples of successful practices in high soup production [45][46]. - Digital supply chain management is being adopted to enhance operational efficiency and reduce costs, with companies utilizing big data for risk control and innovative design [100][102].

Core Insights - The article discusses the growing trend of Chinese cuisine expanding internationally, with a projected market size of $577.68 billion by 2030, indicating a significant opportunity for Chinese restaurants abroad [4][3]. Group 1: Opportunities and Challenges - Chinese restaurants are increasingly seeking new market opportunities overseas, with various brands already making strides in countries like Thailand and Australia [2][3]. - Despite the opportunities, challenges such as supply chain localization, lack of operational standardization, and cultural adaptation pose significant hurdles for Chinese brands aiming for globalization [5][6]. Group 2: Conference Details - A conference titled "2025 Chinese Cuisine Supply Chain Going Abroad" will be held on June 22 in Guangzhou, focusing on addressing the pain points of international expansion for Chinese cuisine [6][10]. - The conference aims to gather various stakeholders, including domestic and international restaurant businesses, supply chain service providers, and industry experts, to discuss strategies for the future of Chinese cuisine abroad [11][12]. Group 3: Key Highlights of the Conference - Highlight 1: The conference will emphasize the importance of a stable supply chain as a foundation for successful international operations, addressing challenges related to ingredient sourcing and local regulations [17][18]. - Highlight 2: It will facilitate collaboration across the entire industry chain, launching an overseas Chinese cuisine promotion center to create a sustainable platform for exchange and promotion [26][27]. - Highlight 3: A roundtable discussion will focus on how restaurant brands can develop profitable overseas models and design international brand strategies, sharing practical strategies for other Chinese restaurants looking to expand [29][30]. Group 4: Research and Reports - The conference will release a report titled "2025-2027 Chinese Cuisine Going Abroad Market Status and Development Trends," analyzing market potential and cultural adaptability across different countries to help businesses identify the most promising markets for investment [33][35]. - Highlight 5: The conference will also address food safety and compliance regulations, providing insights into managing food safety challenges and ensuring compliance in international markets [36][38].

前段时间，我请了几位朋友来家里做客聚餐。因为厨艺有限，我只能求助外援——直接从本地最好的中餐馆点几道松鼠鱼、梅菜扣肉等硬菜撑 场面。 晚饭六点开始，我中午打电话到餐厅订餐，说好了下午五点半来取餐。当时，我还不放心，嘱咐了一句：你们下午四点半才开门，会提前备餐 吧？要是来不及，我可以晚点去拿。 老板倒是信心满满、语气轻松地说："放心吧，半小时搞定！" 这简直是厨艺界的刘翔啊！紧接着，我心里打起了小鼓： 这怕不是提前做好冻起来，到时候解冻吧？当时恰逢节假日，餐厅生意火爆，站在老板立场，这通操作我可以理解。 我准点拿到订餐，打开包装后发现，自己还是太天真了。 国内预制菜的风，还是吹到了美国中餐厅 我拿到的松鼠鱼放在一次性烤盘里，样子和下面图片里的卖相一模一样。你都分不清是老鼠鱼还是松鼠鱼。酱汁也是自己拆袋临时浇上去。 （图片源自B站） 梅菜扣肉老板说没有了，建议我可以用宝塔肉，实体菜也和图片上的长相是"双胞胎"。 几个菜我花了超过两百美元，到头来吃了一堆预制菜。 我心有不甘去查了价钱，后悔查。 只能安慰自己，我们吃的预制松鼠鱼应该属于酒店级别，价钱40多元，上了美国中餐厅变身40美元，溢价七倍算少的吧。 留学生在海 ...

近二十年里，辣菜似乎一直霸占打工人的日常菜谱。无论是川菜的酸菜鱼，还是湘菜的辣椒炒肉，又 或者是如今的江西小炒等等。 窄门餐眼今年1月数据显示，川菜与湘菜过去一年新开门店数分别为33964家、22910家，增速远超鲁 菜、徽菜等其他菜系。一项来自抖音的数据也显示，截止到2025年4月，围绕"无辣不欢"的话题播放 量，已经超过590亿次。 以下文章来源于书单SHUDAN ，作者书单 书单SHUDAN . 对世界的另一种关注。 本文来自微信公众号： 书单SHUDAN ，作者：书单，题图来自：视觉中国 继湘菜成为全国爆款菜系后，今年打工人又爱上了江西小炒。 江西小炒不是一道菜名，也不是一个店名，而是江西特色菜的一种统称。它通常是街边小店或者大排 档，名为江西特色小炒、农家小炒、江西土菜馆等等。尽管没人能给它下一个准确的定义，但不影响 打工人对江西小炒的直观感受——新鲜现炒、快速出餐、锅气满满，还特别下饭，当然最重要的 是"辣"。 中国打工人，为什么越来越爱吃辣？ 一、被辣菜硬控的打工人 在北京望京上班的陈晴，连早饭都离不开辣。 这个春天她迷上了 好适口的辣包子 ， " 可好吃了 ， 我最近天天吃 。 "午饭更不用提 ...