Zhang Shang chun cheng XunAt present, with the resumption of work in various places, the consumption of food and beverage takeout that was suppressed during the epidemic period is gradually released. On March 11th, the reporter learned from Meituan Takeaway that the first Consumption Report on Restaurants’ Takeaway during the epidemic period (hereinafter referred to as "Report") was released. Since the resumption of work, the number of take-away merchants, order volume, transaction volume and other indicators have shown a steady rise, and 30% of the merchants’ take-away orders exceeded those before the epidemic. Two weeks before the resumption of work, the number of take-away orders in Kunming ranked 12th among major cities in China and 3rd among major cities in Southwest China, showing a relatively strong consumption power.
The surge in take-away orders has boosted the catering economy.
According to the incomplete statistics of the US Mission, the return to work rate of catering merchants in China has exceeded 55%. According to the Report, since the resumption of work for two weeks (February 17-March 1), the two main data of food and beverage take-away transaction volume and order volume in major cities in China have shown a sharp growth trend. The data show that the consumer demand that was obviously suppressed during the epidemic period was further released on the take-away platform, and the take-away economy took the lead in recovery.
In particular, orders in first-tier cities have grown rapidly, and the Top5 orders in China are Shenzhen, Guangzhou, Beijing, Shanghai and Chengdu respectively. Two weeks before the resumption of work, among the major cities in China, Kunming ranked 12th in order quantity, and among the major cities in southwest China, Kunming ranked third after Chengdu and Chongqing, showing a relatively strong consumption capacity.
According to the "Report", 30% of the merchants in the country have more take-away orders than before the epidemic. At present, due to the prevention and control of business closures, catering businesses in various places have not recovered their vitality, and the take-away business has provoked the catering economy. Merchants have increased their volume and income through the take-away platform to combat the impact of the epidemic.
It is worth mentioning that the Report shows that the take-away orders and revenues of catering businesses in major cities have developed rapidly. Among them, the growth of second-and third-tier cities is particularly obvious. Among the national businesses, the proportion of businesses with a single volume exceeding that before the epidemic is Urumqi, Harbin, Nanchang, Xi ‘an and Dongguan. 38% of the merchants in Kunming have better take-away orders after returning to work than before the epidemic, ranking 11th in the country and 1st in the southwest, ahead of Chongqing and Chengdu.
After 60 s and 70 s, users joined the takeaway consumption army.
According to the Report, the growth rate of new users in major cities across the country has exceeded 50% for two consecutive weeks. Takeaway has become the most important living security and urban infrastructure since returning to work.
According to the survey, although the post-90s generation is still the main group of take-away consumption, among the new users, the post-60s and post-70s consumer groups, who originally preferred to cook at home, have sprung up, buying fresh vegetables for their families, buying beer for themselves, and ordering themselves a piece of braised chicken rice after returning to work. The post-60s and post-70s accounted for 36.7% and 31.5% respectively, which became the main force for the growth of new take-away customers and successfully joined the "take-away sweeping group".
The top three business districts with the fastest growth rate of orders in major cities are shopping malls, office buildings and software parks. The commercial buildings in cities are gradually bustling and are accelerating their recovery. The fastest growing business districts among the Top5 cities in China are: Beijing-Wangjing, Shanghai-Lujiazui, Guangzhou-Zhujiang New Town, Shenzhen-Futian CBD and Chengdu-Financial City.
At the same time, multi-person meals are becoming a popular take-away mode, and the number of multi-person orders with more than three people has increased by more than 150% from the previous week. Urban white-collar workers from all corners of the country have different tastes. In the past, even an office and a take-away work meal could make up the "eight major cuisines". But now, in order to reduce the contact links such as taking the elevator, it has become a new trend for colleagues to book the same restaurant together and take turns to take takeout.
More people buy vegetables with takeout. Hot pot is popular after returning to work.
According to the Report, the proportion of non-food orders increased by over 77% during the epidemic. Everyone has encountered "quasi-isolation", so it is a new day to take protective measures, buy ingredients at home and study cooking. During the Spring Festival, the average sales volume of food products including vegetables, meat and seafood on Meituan’s take-out platform increased by 200% month-on-month. Among them, 3.93 million copies of onion, ginger and garlic were sold, nearly one million copies of coriander were sold, and people bought more than 5 million masks. In Xi ‘an, which loves pasta, dry yeast won the regional sales volume of Top5, while in Shenyang, a city in the north, the take-out sales volume of Top1 was actually hot pot dipping.
More users purchase daily necessities such as fresh fruits and vegetables, daily necessities and medicines through the take-away platform. After returning to work, non-food categories continue to maintain a steady growth rate, and the epidemic has gradually formed new lifestyles and consumption habits.
However, with the resumption of production, cooked food has been greatly welcomed. In Kunming, hot pot, Southeast Asian food, spicy pot, barbecue and western food are the most popular Top5 for office workers. Among them, the order volume of hot pot take-out increased significantly, and the second week of resumption of work increased by more than 50% compared with the first week.
The cities with the highest sales volume of hot pot takeout in China are Chengdu, Beijing, Shanghai, Hangzhou, Guangzhou, Nanjing, Chongqing, Suzhou, Shenyang and Dongguan.
In addition to hot pot, the most popular dishes in various places have more local characteristics, such as the barbecue of mutton tendon in Beijing, the rice congee for clearing fire in Shanghai, rice rolls in Guangzhou, assorted maocai in Chengdu and Hu spicy soup in Xi ‘an. After returning to work, people prefer hot local dishes.
Under the influence of COVID-19 epidemic, the safety of take-away food has become the biggest focus of public attention. According to the "Report", more than 80% of take-away orders have chosen to use the "no-contact and safe delivery" service, and the demand for intelligent meal-taking facilities has greatly increased.
Kunming Daily All Media Reporter: Zhang Xiaoli
Editor: Shalanmei
Editor: Zhou Ting Fu Yali
Final review: Li Yan
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