Wang Lin, who works in Shenzhen, used to eat and drink. When she was in college, the per capita price was around 40 yuan, which made Wang Lin and her roommates often eat at weekends.
After graduation from work, Wang Lin often goes to eat with her colleagues, but Wang Lin finds that food prices have risen sharply in recent years. In the past, the per capita consumption in 40 yuan has now become higher than that in 80 yuan.
Food prices are rising, and the number of times Wang Lin goes to the store is also decreasing. She used to go three times a week, but now she seldom goes once every three months.
The rise in food prices has undoubtedly hurt the feelings of many old customers. Wang Lin said: "In the past, the owner of this store played a cost-effective advantage. Now this store has nothing to do with cost performance. The price is so expensive that I can't spend more than 20 yuan to eat Haidilao. "
Second, crazy expansion.
With the vigorous development of the catering market, the investment in the catering industry is very hot, many entrepreneurs have entered the catering industry for gold, and various catering chain stores have begun to enter the pace of crazy expansion.
According to the data of Xiabu Xiabu Financial Report, in 20 19, the number of Xiabu Xiabu stores reached 1022, a year-on-year increase of 15%. Behind the crazy Marseille, the epidemic suddenly struck in 2020, which caught many restaurants off guard.
Behind the crazy expansion is the uneven location and management level of stores. Coupled with the "black swan" epidemic, the total profit of sipping hot pot in 2020 was1837,000 yuan, a sharp drop of 99.4% year-on-year and a decline for three consecutive years.
Third, the competition is fierce.
Hot pot is a good business. According to the data of catering association, the scale of China hot pot market will exceed 800 billion yuan in 2020, with a year-on-year increase of 13%. The booming hot pot market has attracted many entrepreneurs.
Before Haidilao, after Xianhezhuang, hot pot brands among network celebrities such as Banu and Xiaolongkan emerged constantly, and Xiabu is facing huge market competition.
On the other hand, the hot pot market has also been squeezed by many entrepreneurs. In Shenzhen, Shanghai, Beijing and other places, the self-service hot pot in 50 yuan per capita has been welcomed by consumers.
Dishes are eaten casually, drinks are drunk casually, and the self-service hot pot with high cost performance takes away a lot of business that belongs to hot pot. After the epidemic, people are more rational about consumption expenditure. Many customers prefer the buffet hotpot in 50 yuan to the small hotpot in 80 yuan.
Wang Lin, who works in Shenzhen, has become a loyal customer of buffet hot pot and often goes to eat with friends. Compared with sipping, eating buffet hot pot can taste more dishes, more drinks and fruits, and she can eat freely without consumption pressure.