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THETREND IN CHINA TRADITIONWITHMODERNISM

Restaurants is the largest share of China's catering subsector.

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Industry Analysis

Nevertheless, restaurants have been experiencing steady growth, with industry revenue increasing at an annualized rate of 10.9% in the five years through 2015....

Restaurant industry on of the total catering subsector has been slightly decreasing, due to the fast growth of its main external competitor, the Fast-Food.

Chinese Restaurant industry in China has a long history. The industry's major players have been operating in the market for over 100 years. There are dishes and recipes dating back to the 14th and 15th centuries, which are still used today. The industry is already very mature. From 2010 --2020, it’s expected an increase of 9.1%, higher than 6.5%/ Year China's GDP There are numerous enterprises in this industry, with nearly 2.78 million restaurants...

Industry Report

End 2012, after the action which forbid public funds and luxury consumption by government officials, bubbles in high-grade restaurant market burst, leading to a revolution in the restaurant market. In 2013, the China’s food and beverage revenue growth rate dropped down to 9% of the lowest percentage since the reform and opening-up. End 2013, China’s restaurant industry changed to return a more natural and rational consumption. In recent years, the steady development of China’s restaurant market shows that mass restaurant market demand has been the biggest power in the industry contrarian rebound.

Industry Report

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TRAD.RESTAU

2015REVENUERESTAURANTBUSINESS

ABOVE3TRILLION¥

Industry Report

Small shops are opened with big backgrounds which show a comprehensive extension of the industrial chain. One of the china’s time-honored brand, Quanjude Roast Duck Restaurant 全聚德 open from 1864 has developed side products which will be sold in its own shops Jing Dian Grocery. 2014, the food processing industry has accounted for 74% of its total revenue, more than 1 billion Yuan. Chain operations in Chinese restaurant market have become balance. For instance, founded in Hangzhou, the Grandma’s Restaurant owns an affordable price level with an exquisite fashion in a dining environment. At present, Grandma’s group established in more than 60 cities has launched more than a dozen sub-brands and the number of its chain stores across the country is more than 160.

Features of Restaurant Market in China

574 million mobile social media users-more than the US and Europe combined. 1- China is different platforms are markedly different to ones that marketers are familiar with elsewhere – even those in their Asian neighbors. One size does not fit all when it comes to China. 2 A personal approach makes a difference the growing popularity of chat apps in China presents a new set of opportunities for marketers. (eg video-sharing services like Youku or Tudou), 3- Social selling recommendations both offline and on social networks such as WeChat, QQ and Sina Weibo have become “the most important factor in the online shopping decision,” 4- QR codes are critical 20% bought a product on a mobile device over a month (2% higher than the UK and US), with 15% claiming to have researched a product to buy on their phone Justbecausesomethingisoutoffashioninthewest,

don’tassumethesameistrueforChina.

SOCIAL MEDIA IN CHINA

DELIVERY FOOD APPS BOOMING

From o2o the market size has exceeded 130 billion with 200 million for online APPs has reached 40% of total. With the continuous deepening of the Internet size will continue to expand as take-out is an important branch dining. It also gain more and more consumer and spread to the second tier and third tier cities. The white-collar niche has been the main battlefield of the takeaway. recent data show that the sales of Baidu “Waimai” (In Chinese百度外卖), delivery service have been ranked the first among the white-collar market.

ON LINE MARKET IN CHINA

With the help of Internet, the food delivery industry continues to flourish.

Intelligent restaurants have been seen with the universal use of the iPad and Wechat to order meals.

Electronic screen instead of yelling at the waiter. It will automatic display the member’s name and order, and the customer could even receive a discount. Guests can serve themselves by the self-service ordering machine with no need to wait for ages.

In 2015, the number of merchants use internet increased by 67% versus 2014, It shown the high profitability of the takeaway from traditional restaurants. High-end restaurant gradually transforms to the mass market, starting by joining the takeaway platform to provide side products. In recent years, competitions in the restaurant industry are still fierce and high-end F&B is still weak. On the contrary, the takeaway sales in high-end restaurant continue to rise. Brand restaurants focus on quality and consumer’s confidence, which is the biggest benefit of this market.

ON LINE BUSINESS

online retail and O2O (online to offline) platforms like FieldsChina.com & KateandKimi.com, have opened up to meet growing demand for natural and organic products. Fields China cover 200 cities, showing demand for health food.

Online & O2O Platforms

As the largest consumer market for food and beverages and the fastest growing food market in Asia, the F&B in China offers many opportunities to foreign investors.

hip://www.china-briefing.com/news/2015/06/02/going-organic-inves4ng-in-chinas-growing-health-foods-market.html

hip://www.scmp.com/magazines/post-magazine/health-beauty/ar4cle/1903395/chinas-organic-food-boom-driven-personal

HEALTHY FOOD

80% of Chinese people are upset about the food safety situation in China

Organic food and imported products, considered a safer option than the traditional ‘wet’ markets, have risen in popularity in China

1 of the most shocking cases was the melamine-tainted milk in 2008. Added to these scandals is China’s alarmingly high level of pollution. According to government figures, up to 40% of rivers and 20% of farmland is polluted.

“Food safety is definitely among the top concerns of Chinese people,”

a Taiwanese-owned shop up-market. Many fresh produce comes from their own farm a few hours from Shanghai. They also sells imported organic goods, meat and fish, Home Made Bread and has a restaurant and cafe

GREEN AND SAFE / SHANGHAI