The take out transaction volume will reach RMB 603.5 billion

At present, the fast-growing take out market has become a bright spot in the domestic catering industry, and also a major driving force for consumption upgrading. The development of takeout not only facilitates people's life, but also promotes the integration of online and offline development within the catering industry, widens the consumption application scenarios, creates a large number of employment opportunities, and injects new momentum into the development of the whole catering industry. Recently, the meituan Research Institute and the China Restaurant Association jointly released the survey and Research Report on China's takeout industry. According to the report, on the basis of the transaction volume of 461.3 billion yuan in 2018, the scale of takeout in 2019 is expected to reach 603.5 billion yuan, with a growth rate of 30.8%. The rapid development of the takeout industry has injected new momentum into the whole catering industry. According to the data of continuous improvement of market scale, in the first three quarters of 2019, the transaction volume of China's take out industry was respectively 120 billion yuan, 143 billion yuan and 179 billion yuan, with a quarter on quarter increase of 25.2%. At the same time, take out orders continued to rise. Take meituan takeout as an example. In the third quarter, the daily average order volume of meituan takeout reached 26.8 million, up 38.1% year on year.

The continuous growth of orders shows that the role of takeout in consumption is further highlighted, and the takeout market still has huge growth potential. With the continuous and rapid growth of market scale, the penetration rate of take out industry continues to increase. In 2018, the penetration rate of the takeout industry in China was 10.8%, and by the third quarter of 2019, the penetration rate of the takeout industry increased to 15.9%. It is estimated that the penetration rate of takeout industry in 2019 will reach 14.2%, 3.4 percentage points higher than that in 2018. From the perspective of consumer categories, meals are still the main consumer categories of take out orders. Based on the habit of catering takeout users, many non food delivery scenarios and demands are generated. Nowadays, with the continuous improvement of the distribution efficiency, the delivery service has been from food and beverage spillover to life supermarket, fresh fruits and vegetables, flowers and plants, beauty makeup, daily necessities, clothing, shoes and hats, mother and baby products and many other life scenes, and even realized the full-time distribution service. Taking out to meet the daily needs of desserts and fruits, as well as the festival needs of cakes and flowers, is also becoming a new consumption habit of the people. Night economy is a barometer of urban vitality. Under the joint effect of factors such as more and more take out categories, faster and faster delivery, and active extension of business hours by merchants, take out consumption time has expanded from noon peak and evening peak to full time, and the proportion of night consumption orders has increased significantly. In the first three quarters of this year, the orders of meituan from 18:00 to 6:00 the next day accounted for 35.2% of the total orders.

The leap from catering to non catering is an important reason for the rapid growth of takeout industry. Wang Hongtao, deputy secretary-general of China chain operation association, analyzed that thanks to technology upgrading and multi scenario leapfrogging, restaurant information, evaluation and transactions are constantly moving to the Internet and mobile terminals, making more and more new consumption demands possible, and jointly promoting the development and growth of takeout industry. In recent years, under the situation of technology development and consumption upgrading, takeout is upgrading from a new mode to a new business form According to Lai Youwei, President of meituan Research Institute, takeout is upgrading from an "online channel" of catering to a necessary means for catering enterprises to enhance their business capacity. For example, for Chinese time-honored brands such as Qingfeng Baozipu and huguosi snacks, online take out service is not easy. "Huguosi snacks have always been dominated by food in stores. At the beginning, they kept a very cautious attitude towards the new business form of Internet takeout. Until many young people call to ask if they can deliver delivery, they choose online delivery service. " Cao Shuqin, general manager of Beijing Huatian Jingyun huguosi Catering Management Co., Ltd., told reporters that the biggest surprise brought by carrying out takeout business is to expand the coverage of the store and tap many potential users. According to statistics, takeout of huguosi snacks accounted for 12% of the revenue, up from about 2% at the beginning.

In the rapid development of takeout industry, there are many new trends. For example, a reasonable diet is one of them. According to statistics, in the first three quarters of 2019, the number of takeout orders of meituan increased by 102% year-on-year. As a healthy diet, light food is being welcomed by more and more consumers. To this end, Wang Puzhong, senior vice president of meituan and President of family business group, said that meituan, on the one hand, combined with the government, media, professional institutions and other professional nutrition and health knowledge, on the other hand, strengthened the knowledge popularization of healthy catering through business operation guidance, and promoted the vigorous development of the supply of light food, healthy food, children's food and other diversified groups. "After years of development, takeout is becoming a full-time, cross category consumption scenario, bringing dividends to the catering and retail industries." Lai Youwei said that take out is based on the user's real-time insight, driven by big data, around the local life service platform to get through the online and offline consumption scenarios, online transaction closed-loop, offline transaction performance through real-time distribution, so as to provide more users with one-stop service from demand initiation to commodity acceptance. The potential of the industry remains to be released. The continuous and rapid growth of the takeout industry not only facilitates people's life, but also promotes the online and offline integration of China's catering industry, widens the consumption application scenarios, creates a large number of employment opportunities represented by takeout riders, takeout distribution station staff, takeout catering staff, takeout operation planners, online restaurant decorators, and provides catering services for China New momentum has been injected into the development of the industry. "It can be said that there is still great potential for the development of new formats of the takeout industry in China."

Wang Hongtao said that on the one hand, there is a large market in China, especially the sinking market. On the other hand, with the development of Internet technology, takeout will gradually realize intelligence, personalization and specialization, which will be a huge consumption increase. A set of data fully supports this view. According to statistics, at present, the number of takeout users accounts for only 49% of the total number of Internet users, and the number of restaurants connected to the Internet catering service platform only accounts for about 40% of the total number of restaurants in China. The takeout business in many central and western regions and third and fourth tier cities has just started. With the increasingly fierce competition, the difficulty of getting customers has become a big problem for many catering enterprises. Industry experts said that catering enterprises should unblock online and offline channels, integrate online and offline resources, and create integrated marketing programs covering more scenes. "In the past five years, the ecological boundary of takeout has been expanding, forming an ecological system connecting users, merchants and distribution on the basis of the platform, radiating the supply chain, sharing kitchen, takeout agent operation and other diversified services." Wang Puzhong said that in the next five years, meituan will help tens of millions of businesses to build "next generation stores". The so-called "next generation store" is to upgrade the original store based on food and drink to a store with online and offline operation ability and service ability at the same time through software and hardware transformation and business management mode iteration.

In this process, take out platforms and service providers can provide a series of digital capabilities for businesses, and businesses can focus more on the main position of catering business, that is, to make stores better and stronger. It is worth noting that the takeout industry in the realization of prosperity and development at the same time, there are some hidden dangers that can not be ignored. "To provide consumers with a safer and more secure dining experience is the cornerstone of the healthy and sustainable development of the takeout industry." Lai Youwei said that we should adhere to the basic principle of "online and offline consistency" in the management of online catering, especially for the small catering with snacks and fast food as the main part and the price close to the people. We should implement case registration management and allow online operation, which is not only conducive to the full coverage of offline catering licensing management, but also conducive to the full coverage of online catering licensing management.