This article is from the WeChat public account: Jiemian News (ID: wowjiemian) , author: Ma Yue, Wu Rong, editor: Ya Hanxiang, head image from: Visual China
“It’s been lined up like this after 10 o’clock in the morning. There is no rest in the middle until 10 o’clock in the evening. It is another day of fighting.” On the fourth day of the Lunar New Year, Yin Jiangbo, chairman of the Taotaoju brand operator Shishang Guowei Group, sent a message like this Moments of friends, ” (these days) I work more than 15 hours a day, my feet are sore and my voice is hoarse, I am tired but very fulfilled, and I have regained the feeling of the past.”
He also included a map of the rankings of many chain stores in Guangzhou, all of which were waiting for 50 to 240 tables. Yin Jiangbo said that during the Spring Festival, Tao Taoju will usher in a burst of orders starting from January 24 (the third day of the new year) . Taking Tao Taoju Zhengjia Plaza store as an example, the number of queues for the day reached 1876 tables; on January 25 (the fourth day of the new year) At around 10:00 in the morning, Tao Taoju’s head office on Shishifu Road in Guangzhou already had nearly 400 tables.
The excitement of Tao Taoju is not an exception. This year’s Spring Festival, the long-lost travel and dine-in freedom are bringing back the Spring Festival stalls of catering consumption that have been missed for three years. New Year’s Eve dinner reservations are hot, and the scene of long queues for dining has reappeared. Family dinners and friends gatherings have become the main force of dine-in consumption.
On January 26, 2023, Guangzhou, Shangxiajiu Pedestrian Street welcomed a large number of citizens and tourists.
According to data released by Meituan, in the six days before the Spring Festival holiday, the number of orders for multi-person dine-in set meals across the country increased by 53% year-on-year. Among them, Shanghai dine-in consumption was the most prosperous, and the order volume increased by 240% year-on-year.
Among them, the upsurge of returning home during the Spring Festival and going out to play after the festival has driven the rapid growth of consumption in other places. According to data from Meituan, consumption in other places increased by 76% compared with the same period last year. According to the data center of the Ministry of Culture and Tourism, there were 308 million domestic trips during the Spring Festival holiday this year, a year-on-year increase of 23.1%, returning to 88.6% of the same period in 2019.
“Don’t go to the Forbidden City during the Chinese New Year, you will get hungry and make a fortune!” On social platforms such as Xiaohongshu and Douyin, many consumers are describing the scene of a hard-to-find restaurant in a popular restaurant in a tourist area. Jiemian News reporter saw on the official account of Siji Minfu Roast Duck that before 5 p.m. on the fourth day of the lunar new year, 1123 tables had already been waiting at the store in the Forbidden City. This store is famous for its view of Donghua Gate and Tongzi River. , thus becoming a place for online celebrities to check in near the Forbidden City, and the adjacent Wangfujing Dong’an Store and Dengshikou Store have seats ranging from 455 tables to 211 tables.
“Dozens of tables have been lined up at 10:00 am, and the calls stopped at 2:00 pm. This is the first time I have met so many people in the past few years.” At noon on the sixth day of the Lunar New Year, a related person from the front store of Siji Minfu Roast Duck told the interface News, and at this time the store has already lined up 319 tables.
Siji Minfu Roast Duck Restaurant in Beijing at around 5 o’clock on the fourth day of the Lunar New Year
Exaggerated scenes with hundreds or even thousands of tables in restaurants in popular tourist cities are reproduced. During the Spring Festival in Changsha Wenheyou Haixin store in the Internet celebrity tourist city, more than 4,500 tables lined up and rushed to Weibo hot searches.
In Sanya, Mai Zicai, head of the operation of the Mengdada Coconut Chicken brand, said, “We expected that the business would be good during the Spring Festival, but we did not expect it to be so hot.” Line up. This year’s Spring Festival holiday, the brand’s five stores in Sanya hit a record high in revenue. Among them, the consumption of family tourists from other places accounted for as much as 80%.
The peak of local catering consumption is concentrated in the third and fourth days of junior high school.
“On the fourth day of the fourth day, the market opened at 4:00 pm. There were about 100 tables lined up at the food market that day. On the fifth day, there was a queue of about 30 tables from 5:00 pm to 11:00 pm. Foreign tourists accounted for 70% of the total.” Wenheyou Guangzhou Store According to Jiemian News, the market does not open until 4 p.m. on the fourth day of the fourth day, and there is a queue of about 100 tables at the food market that day. From 5 p.m. to 11 p.m.
Similar to Tao Taoju’s feedback above, judging from the business circles visited by Jiemian News, the third and fourth day of junior high school have become the peak passenger flow periods for many catering stores. It is a popular time for people to go out for dinner and consumption.
A clerk at the Baheli Beef Hot Pot Zhuhai Haiyuncheng store told Jiemian News that the fourth day of the Lunar New Year is the most popular day during the Spring Festival. There are still customers picking up their numbers at close to 9 o’clock in the evening, but the sterilized dishes in the store are gone. Beef, other dishes including beef balls, noodles and vegetables are all sold out.”
Jinyuan Restaurant, a morning tea Cantonese restaurant near Gongbei Port in Zhuhai, told Jiemian News that since the third and fourth day of junior high school is the peak time for entry and exit at Gongbei Port, consumption has been stimulated. In the past two days (including morning tea straight set lunch + dinner) the table has been turned over on average There are 7 times.
“On the third day of the Lunar New Year, the sales volume hit a new high during the Spring Festival, and the turnover rate was nearly 9 times, and the queue continued until 9 o’clock in the evening.” He Jianghao, the operation manager of Xiabuxiabu Shanghai Shimao Plaza Store, said that this store is a Xiabuxiabu store. The new model of “Southern Down” expansion represents the store, which will open on January 6, 2023, and its performance in the week before the Spring Festival has increased by more than 3 times compared with the same period last year.
Xiabu Group told Jiemian News that the overall revenue of Xiabuxiabu (brand) during the Spring Festival in 2023 will increase by 126% compared with the Spring Festival in 2022. According to local data, the passenger flow and turnover of northern cities such as Tianjin and Heilongjiang have increased by more than 2 times year-on-year, and the turnover of major northern cities such as Beijing and Hebei has maintained a steady growth of 1.5 times.
Data from Coucou Hotpot shows that the overall revenue of the Spring Festival stalls will increase by 51% and 21% compared with the Spring Festival in 2021 and 2022. From a regional perspective, second-tier and tourist cities such as Taiyuan, Zhengzhou, Hangzhou, Changsha, Wuxi, Xi’an, Shijiazhuang, and Shenyang performed well.
According to CCTV news, the National Information Center has tracked the traffic data of 232 key business districts across the country and found that the consumption heat index of all 83 cities, including Beijing, Shanghai, Guangzhou, Shenzhen and other key cities, has stabilized and rebounded. The popularity of circle consumption is continuing to pick up.
Yu Garden in Shanghai during the Spring Festival (Photo: Fan Jianlei, Jiemian News)
In fact, it is not just catering. During the Spring Festival in 2023, the released consumer demand will usher in a consumption boom in passenger transportation, tourism, accommodation, movies, offline retail and other fields.
The latest value-added tax invoice data released by the State Administration of Taxation shows that during the Spring Festival holiday this year, the sales revenue of consumption-related industries across the country increased by 12.2% compared with the Spring Festival holiday of the previous year, and an average annual increase of 12.4% over the Spring Festival holiday in 2019, maintaining a steady growth overall. Among them, commodity consumption and service consumption increased by 10% and 13.5% year-on-year, respectively, and compared with the average annual growth rate of 13.1% and 8.1% during the Spring Festival holiday in 2019.
Huatai Securities released a Hong Kong stock strategy research report saying that as of January 24, the consumption data during the Spring Festival holiday has recovered well, the passenger traffic during the Spring Festival has recovered to 57% of the same period in 2019, and many tourism businesses have surpassed the same period in 2019. In the four days before the Spring Festival holiday, the sales of Beijing supermarkets and other enterprises increased by 13.7% compared with the same period in 2019. The offline economy in mainland China is picking up.
This article is from the WeChat public account: Jiemian News (ID: wowjiemian) , author: Ma Yue, Wu Rong, editor: Ya Hanxiang
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