Chinese food and beverage category strategy.docVIP

 PAGE \* MERGEFORMAT 3 Chinese food and beverage category strategy According to incomplete statistics, China’s catering industry retail sales in 2011 has exceeded two trillion yuan, to maintain an annual growth rate of between 15% and 18%, accounting for nearly 15% of the total retail sales of social consumer goods, food and beverage category has become an important national economic part of the growth category contains build a strong brand opportunities. 50 10 the number of enterprises in the forms of the number of enterprises the number of enterprises in the total turnover ($ accounts hundred turnover proportion (% Restaurant restaurants 36217 346.44 24.82 Fast Food Delivery 27212 551.89 39.54 Western 302 19.54 1.4 Pot 21414 321.26 23.02 Hotel and restaurant 713 91.08 6.53 Casual dining 612 65.63 4.7 (2010 top 100 catering enterprises operating in the above table format Table Assess the prospects of a category, depending on what factors contribute to the development of this category. If these factors will continue to exist, and an increase in intensity, then there is no doubt that this category will certainly continue to maintain high growth of China’s catering industry the rapid growth is driven by what factors? increase in the number of urban population (including migrant workers, per capita income continues to grow, continuous hot tourism market, the quickening pace of life, increased social activities and other factors, these factors in terms of long-term or short-term will continue to exist and continued to strengthen, driven by these factors, the capacity of the restaurant market will maintain rapid growth, speed ran to the GDP is no doubt. In Western countries, especially the U.S. restaurant market has also experienced such an extreme differentiation stage after differentiation, even in Hamburg category differentiation of the deep-fried, broiled, beef, pork, chicken, and even from the shape differentiation square, triangle Hamburg.