This article was originally published by hongcan.com (ID: ID: hongcan18). Author: Hongcan Brand Research Institute.
On September 7th, the China Catering Development Report 2022 catering category development discussion salon and new book release conference came to a successful conclusion.
The event took the form of live webcast, mainly including the new book release conference of China Catering Development Report 2022, the discussion salon of catering category development and the announcement of the list of "Top Ten Brands of Catering Category in China in 2022". It lasted nearly two hours and attracted more than 25,000 people to watch and discuss, and the response was enthusiastic.
As the finale of this live broadcast, the list of "Top Ten Brands of China Catering Category in 2022" was announced.
△ Click on the video to view the complete list.
220 head brands stand out.
In order to truly reflect the development status of China's catering sub-categories, commend the top brands of catering categories that shine brilliantly, and set a brand example for the catering industry, the list of "2022 China Catering Category 10 Top Brands" arrived as scheduled.
1, professional index evaluation system
The selection criteria of this list include four dimensions: word-of-mouth index, brand communication index, brand management index and brand attention, and specifically cover twelve data indicators such as online comments, favorable comments, WeChat index, Weibo index, media exposure, brand basic situation and brand management status.
2. After comprehensive evaluation, 220 high-quality brands finally made the list.
As the first authoritative project for "catering" in China, this selection is aimed at 22 categories of catering that have developed more brightly in recent years (including tea, specialty tea, hot pot, specialty hot pot, rice flour, baking, jiaozi wonton, barbecue, grilled fish, braised pizza, Japanese food, barbecue, pickled fish, specialty snacks, western fast food, crayfish, Chinese fast food, baodian and noodle restaurant).
Adhering to a rigorous and fair attitude, the Red Meal Brand Research Institute selected 220 outstanding catering brands from more than 60,000 brands nationwide in nearly three months based on the red meal big data and the red meal index, according to the dimensions of brand reputation, brand communication, brand management and brand attention.
Comprehensive interpretation of awards
The catering enterprises have strengthened their resilience and the industry has entered the era of refined operation.
On the one hand, the list of "Top 10 Brands of China Catering Category in 2022" is the recognition of the listed catering brands, on the other hand, it is also shaping the learning model of catering enterprises.
The 22 categories selected this time are all sub-categories with high attention in catering categories, so the brands selected from these categories are not bad. On the whole, listed food enterprises in 2022 have the following four characteristics.
1, catering enterprises are resilient.
In recent years, the recurring COVID-19 epidemic has brought great impact to catering enterprises. Many stores have closed down due to poor management, but the number of cancellation and cancellation of catering enterprises in China has not increased significantly.
According to the survey data of enterprises, from 20 19 to 20021year, the registered number of catering enterprises in China is gradually increasing, with a compound annual growth rate of 18.6%, but the cancellation and affiliated sales have not changed much, with a compound annual growth rate of only 3. 1%. It can be seen that under the epidemic situation, the business resilience of catering enterprises in China may gradually increase.
2. Actively explore diversified businesses and ease the operating pressure.
In 2022, the epidemic situation in COVID-19 has not completely subsided, and one epidemic after another has brought great challenges to the catering industry and opportunities for development. Under pressure, catering brands either broaden their business matrix or seize the opportunity to transform and upgrade to ease the business pressure.
Some catering brands gradually attach importance to take-away and take-away business. For example, Manner Coffee2022 officially launched the takeaway service in the first half of 2022; Some catering brands seek group meal business. For example, relying on its mature supply chain, Barbie accelerated the layout of the group meal market, and the group meal business increased by 65,438+008.06% in the first half of 2022. At the same time, many brands have entered the track of prefabricated dishes or other retail products ... In order to survive better in the epidemic era, catering brands are actively exploring.
3. Say goodbye to extensive development and enter the era of refined operation.
Under the new situation, the catering industry is gradually bidding farewell to the past bias of blindly expanding the size of stores and entering the stage of refined operation to strengthen brand power. For example, in order to achieve refined operation, some catering brands are accelerating the integration with digital technology and using digital technology to empower their business. Among them, the catering brands such as Naixue Tea, Xiabu Xiabu, Laoxiang Chicken, Luckin Coffee and Hefu Noodles are typical representatives.
In today's stock age, refined operation has become the driving force for the growth of catering enterprises and the basis for the upgrading of the catering industry. It can be predicted that under the leadership of head catering brands, more and more catering brands will attach importance to refined operation, and the operating efficiency of catering enterprises is expected to be further improved.
4. The dividends in shopping malls have faded, and the community has become a new growth point.
In recent years, with the increasing number of large-scale shopping malls built around the country, the catering competition in shopping malls has become increasingly fierce. Under the epidemic situation, the passenger flow in shopping centers around the country has been greatly affected. Therefore, many catering brands focusing on the development of shopping malls have to find new channel layout, and opening community stores is one of the popular new strategies.
For example, Yuan Jiyunjiao, Uncle Xiong, Ziguangyuan and Nancheng Lane on this list are outstanding representatives of community catering, which have developed rapidly in recent years.
Interpretation of subdivision categories
Subdivision track leader has outstanding advantages.
Each category on the list presents different development characteristics, and the following will interpret the awards of specific categories.
1, 2022 Top Ten Brands of Tea and Special Tea in China
In the "Top Ten Tea Brands in China in 2022", the teas of Bingcheng, Cha and Naixue firmly occupy the top three seats in the list, while brands such as Cao and Cha are also in the forefront due to their outstanding performance this year.
Mi Xue Bing Cheng won the first place in the list of "Top Ten Tea Brands in China in 2022" by virtue of its store size and marketing methods of going abroad many times. Up to now, the number of stores in Mixue Ice City has been far ahead of other tea brands, and it is the largest tea brand store in China. At the same time, Mi Xue Ice City is still actively expanding its territory. For example, as of June this year, the number of overseas stores in Mixue Ice City has exceeded 1 000. In July this year, Mi Xue Ice City announced the opening of the national towns to join, which was considered by many people in the industry to further harvest the township market. It can be seen that the brand potential energy radiation range of Honey Snow Ice City will be further expanded in the future.
As representatives of high-end tea brands, Xicha and Naixue have taken the initiative to cut prices this year. In the context of rising raw material costs, this move not only shows their supply chain advantages, but also helps them expand their target customers and reduce the dimensions of other tea brands. In addition, creating fine products and consolidating the industrial layout are also the same measures of many catering brands. For example, 202 1, 1, Naixue Tea subscribed for120,000 shares of Tianye; In March 2022, Nai Xuecha established an investment company.
Among the "Top Ten Tea Brands in China in 2022", Wang Ba Chaji and Yi Shu Diancao, which were listed for the first time, have been favored by capital in recent years, and their overall development is also good.
At the same time, Shanghai Auntie, Fenqitian, Wuyinpin and Mochi all performed well this year, and once again won the list of "Top Ten Famous Tea Brands in China in 2022".
LINLEE Lemon Tea, Lemon Four Seasons Lemon Tea Shop and Qiushu Lemon Tea are also on the list because of their outstanding performance on the lemon tea track. With the popularity of coconut drinks this year, Coconut Parr has become the only brand in coconut drinks with its relatively bright store size and brand power.
2.2022 Top Ten Brands of China Hotpot and Special Hotpot
The top ten hot pot brands on this list are very strong, Haidilao still tops the list, followed by Xiabu Xiabu, and Banu Maodu Hot Pot ranks third.
In 2022, the epidemic situation was unstable, the economy continued to slump, and the catering industry was once again affected. The overall operation of catering listed companies in the first half of the year is also not optimistic. Although Haidilao lost money in the first half of the year, its position as the big brother in the hot pot industry is still unshakable, and the situation of a monopoly super hot pot track will continue.
In addition, hot pot brands such as South Hot Pot, Xiaolongkan Hot Pot, Dalongyi Hot Pot and Peijie Chongqing Hot Pot all have a good reputation in the eyes of consumers with their solid brand development style.
Affected by the epidemic situation in COVID-19, the hot pot categories with social attributes have been strongly impacted, and the category competition has become increasingly fierce. In recent years, the hot pot market presents a competitive situation of "ice and fire". On the one hand, the hot pot giants represented by Haidilao and Xiabu encounter operational bottlenecks and fall into a loss dilemma; On the other hand, the capital market is hot, and Lao Wang and Qi Xintian compete for the "third share" of hot pot. Banu Maodu Hot Pot, Peijie Chongqing Hot Pot and Zhou Brothers Chongqing Hot Pot all received 100 million yuan in financing.
As the hot pot track becomes more and more crowded, another way to subdivide the hot pot track is becoming more and more popular. For example, the subdivided hot pot category represented by "special hot pot" such as material hot pot quickly seized the market with its differentiated positioning, and a number of potential brands began to stir.
In the list of "Top Ten Brands of China Special Hotpot in 2022", Laowang Hotpot Cuisine, Qixintian Hotpot Restaurant and Zhu Guangyu Hotpot Restaurant all performed very well this year. Lao Wang and Qi Xintian have launched an impact on IPO in succession, and brands such as roadside and dried string incense in the fifth district of steel pipe factory also have a good brand image in the industry and in the minds of consumers.
3. Top Ten Brands of Chinese Fast Food, Rice Noodles and Noodle Noodles in 2022
Among the "Top Ten Brands of Chinese Fast Food in 2022", hometown chicken and village base rank high, and they are veritable Chinese fast food overlords. Nanchengxiang, pig's foot and Minnan pig's foot rice are all new brands on the list this year. Nanchengxiang, as a well-known local Chinese fast food brand in Beijing, has a relatively high position in consumers' minds for many years, and has constantly honed its brand foundation, thus gaining a foothold in the fiercely competitive Chinese fast food category.
As Guoji, Hometown Chicken, Grandpa and other brands sprint IPO, Chinese rice fast food shows an obvious upward trend. In this process, regional head brands began to charge the national market, providing more imagination for category development, and Chinese rice fast food entered the fast lane of development.
Noodles, as the first sub-category of snacks and fast food, have attracted great attention in recent years. The financing events and financing amount have reached new highs, and the expansion speed of noodle head brand is also accelerating. However, due to the numerous sub-categories and strong regionality, the noodle market as a whole is still scattered, making it difficult for brands to develop across regions. With the continuous influx of capital and the rapid rise of emerging brands, the pattern of noodle market is gradually changing.
In the list of "Top Ten Brands of Noodles in China in 2022", Hefulao Noodles with strong back-end strength won the first place, while Ajisen Lamian Noodles and Teacher Li, who started earlier and accumulated profound experience, ranked second and third respectively. In this year's new list, we can also see the brand Lanzhou Lamian Noodles, which has been very popular in recent years. They are Chen Xianggui and Ma Jiyong. In addition, the noodle category has also become a favorite of capital. Brands such as Ho Fu Lao Mian, Meet Mian, Wu Ye Mian, etc. have expanded rapidly after obtaining financing one after another.
In this year's new list of "Top Ten Brands of China Rice Noodles in 2022", the top three brands are A Xiang Rice Noodles, Gu Wu Fish Powder and Mengziyuan respectively. A Xiang rice noodles and Mengziyuan brands developed earlier, accumulated strong brand strength and developed steadily as a whole.
This year, in addition to the well-known Yunnan rice noodles, unique local ethnic rice noodles are also making efforts, such as Jiangxi rice noodle brand Zigulu mixed rice noodles, Xinjiang rice noodle brand Azhen taste rice noodles, Wu Jia mixed rice noodles, Guangxi rice noodle brand Sanpinwang, etc., all of which have good strength.
4. Top Ten Western-style Fast Food and Pizza Brands in China in 2022
KFC and McDonald's have always been the benchmarks for the development of local fast food brands. It is not surprising that these two fast food giants are in the forefront of the list of "Top Ten Foreign Fast Food Brands in China in 2022". Generally speaking, foreign brands are in the majority, and domestic brands only occupy four seats, namely Wallace, Dicos, Paile Hamburg and Baker Hamburg. Although foreign brands occupy an absolute advantage, domestic western-style fast food brands are also accelerating their rise, such as Paile Hamburg and Baker Hamburg.
In the early years, under the leadership of foreign brands such as McDonald's and KFC, western-style fast food experienced a period of rapid development. However, due to the simple product categories, mainly hamburgers, fried chicken, potato chips and so on. With limited innovation, the homogenization of western-style fast food categories began to appear, and the growth of market scale was gradually weak. In recent years, the western fast food market is developing in the direction of quality upgrading, and high-end western fast food brands such as Shake Shack are accelerating their rise.
In the category of pizza, Pizza Hut, Zunbao Pizza and Domino's Pizza are in the lead. Great! Brands such as John's Pizza, Big Pizza and Macano Pizza followed closely. Fortunately, in the category of pizza, domestic brands and foreign brands have formed a rival trend, which shows that the brand strength of domestic pizza is increasing day by day.
5. Top Ten Brands of China Special Snacks and Luwei in 2022
In the "Top Ten Brands of China Special Snacks in 2022", the seats of the top three have not changed much. Zheng Xin chicken chops topped the list, followed by Mala Tang, Yang Duo, Guo Fu and Sean, ranking second and third respectively. From the point of view of the store scale, the three can be called giants in the characteristic zero food category, which explains the infinite possibilities of zero food category.
The epidemic rebounded in 2022, and the catering industry was once again hit. However, the brands Jessie Fried String and Kuafu Fried String are still expanding against the trend, with nearly 500 stores in the first half of the year, ranking fifth and seventh respectively on the list. This is also the first time that the fried string brand has appeared in the list of the top ten brands of specialty snacks. The fried string category developed in the chaos in the past has now given birth to a brand with strong brand power and scale effect.
In the list of "Top Ten China Luwei Brands in 2022", the top four brands are Juewei Duck Neck, White-tailed Chicken and Yellow. Recently, Yanzi Baiwei Chicken has been approved for listing and will soon become the "first braised dish". Since then, the "Big Three of Luwei" has become "Luwei F4".
Shengxiangting hot pot, as a pioneer in subdividing hot pot, once again rushed into the top ten pot flavors. Compared with last year, this year's ranking has increased. However, as a new brand on the list, Jiuduo Meat Rich, Chrysanthemum Tearing Rattan Pepper Chicken and Nanguowei Jiangnan have developed well this year as a whole, and the expansion momentum is strong.
In recent years, with the help of capital, a number of emerging brands have accelerated their expansion, among which the new brands of hot and braised snacks are the most eye-catching. With more and more entrants to the Louvre circuit, the Louvre market is more and more subdivided and the competition is becoming more and more fierce.
6. Top Ten Brands of Barbecue, Barbecue, Grilled Fish and Pickled Fish in China in 2022
In the field of catering, barbecue is a well-deserved hot category, with a wide range of consumer groups. In recent years, the attention of barbecue categories has been rising, and the strength of barbecue brands has also improved a lot. However, due to repeated epidemics and single consumption scenarios, the performance of barbecue categories has been slightly weak recently, and the growth rate has gradually slowed down.
From the brand ranking, log cabin barbecue, mutton kebabs and Mao Feng mutton kebabs are in the top three. Judging from the barbecue brands on the list, most of them are well-known representative brands in various regions, and the process of brand nationalization needs to be promoted.
In the case that the overall popularity of barbecue categories is flat, the popularity of barbecue categories continues to rise, especially the popularity of integrated barbecue categories is very high, and a number of high-quality brands such as Jiutianjia and 79 barbecue have emerged. Brands such as Beimu South Barbecue and Liquor, Pig Charlie Sichuan Barbecue have also rushed to this list with rapid development momentum.
Compared with last year, there are some new changes in the brand list of grilled fish this year. Specifically, the top three are still half-day demon grilled fish, fish detective and fish cool live fish grilled fish. Half-day demon grilled fish broke through 1000 stores this year, and the scale of the stores was far ahead of the peers, thus winning the first place and the fish detective ranked second. In addition, there are three brands for the first time, willing to take the bait, spend thousands of generations of secret grilled fish, green stove green pepper grilled fish on the list.
After the outbreak of COVID-19 epidemic, the homogeneous competitive environment and consumers' demand for high-quality grilled fish forced the brand of grilled fish to upgrade and iterate, which also led to a new round of reform of grilled fish category.
Due to the high degree of standardization and easy replication, theme restaurants with pickled fish have sprung up in China in recent years, expanding rapidly, and the market scale of pickled fish has grown rapidly, which has spawned a number of pickled fish brands represented by ether pickled fish, Jiang Yuer and Fish Friends together.
In the "Top Ten Brands of Pickled Fish in China in 2022", Taier Pickled Fish once again relies on its strong brand strength, followed by Jiang Yuer. Up to now, Jiang Yuer has reached 300 stores nationwide, with a rapid expansion. At the same time, Chongqing tribal tiger and Yaoyao pickled fish are also developing steadily.
7.2022 China Wonton and Baodian Top Ten Brands jiaozi
In the list of "Top Ten Wonton Brands in jiaozi, China in 2022", Xijiade once again topped the list, followed by Yuanji Jiao Yun, Jixiang Wonton and Ruyi Wonton. Uncle Xiong, who ranks fifth, has won the favor of capital by virtue of the business model of jiaozi store with fresh packaging.
The modes of take-away, eating in and retailing meet different consumption needs, and the consumption scene is further expanded. Dang Ming Xianbao further conveys a fresh brand concept, which may be a direction worth exploring for the category of wonton in jiaozi.
Among the "Top Ten Brands of China Baodian in 2022", Bobby is firmly ranked first, while other brands on the list mainly focus on regional development. Generally speaking, the current package categories still have strong regional characteristics, and product taste and supply chain are barriers to cross-regional development.
It is worth mentioning that 202 1, a group of new brands represented by "Baozui Night Steamed Bun" rose rapidly through innovative consumption scenarios, reconstruction of store models and other strategies, which made the steamed bun track attract much attention for a time.
8.2022 Top Ten Brands of Bakery, Crayfish and Japanese Cuisine in China
In the list of "Top Ten Baking Brands in China in 2022", in addition to western baking brands such as Holiland, Yuanzu Food and Maxim's Cake, there are also new baking brands such as Luxihe and Hutouju Standard Chartered Cake Shop in China.
Compared with last year, this year's capital's attitude towards baking category has gradually become dull. In 2022, the passenger flow of many baking brands dropped significantly, and the expansion of cutting-edge baking brands also slowed down slightly. However, the new national tide culture is still prevailing, and it is hoped that the baking head brand will try its best to break the situation, create its own brand barrier and product strength "moat", and continue to lead the category to develop in a healthier and more prosperous direction.
In the list of "Top Ten Crayfish Brands in China in 2022", Hu Da Restaurant, Liangliang Steamed Shrimp and Wenheyou Lobster Restaurant rank high, and Juwei Quji is the first brand on the list. With the continuous improvement of crayfish breeding conditions and supply chain, the supply and demand of crayfish gradually tend to be balanced, and the penetration rate of crayfish products continues to increase. Crayfish can be seen not only in crayfish restaurants, but also in other restaurants and online and offline retail channels.
In this context, in recent years, crayfish franchisees are facing the dilemma of grabbing food on all sides, and the head brand has begun to innovate and change in order to gain greater advantages and seek better development.
In the list of "Top Ten Japanese Brands in China in 2022", N Duo Sushi won the first place, followed by Uei Exquisite Cuisine and Yuan Qishou. Compared with last year's list, the proportion of comprehensive Japanese restaurants on this year's list has increased, and the brands on the list include Shangjing Cuisine, akasaka pavilion, Jiangtai 52, Murakami Yiyou and so on.
Among them, the newly listed Shangjing exquisite cuisine has submitted a prospectus this year to be listed in Hong Kong. It can be seen that the Japanese market still has a good development prospect.
9.2022 Top Ten Brands of Coffee and Light Food in China
In the list of "Top Ten Coffee Brands in China in 2022", Luckin Coffee, Starbucks and Tims coffee ranked in the top three. Although Starbucks is still the big brother in the world's freshly ground coffee category, from the perspective of China market, Luckin Coffee has quietly outperformed Starbucks and topped the list. At the same time, many new brands have also made great progress, such as Mando Coffee, Nova Nova Coffee, M Stand, Seesaw Coffee and Algebra Coffee on this year's list.
In addition, many local cross-border brands are also accelerating their entry into the coffee track. For example, in May 2022, some Li Ning sportswear stores in Beijing, Guangdong, Fujian and other regions began to sell Li Ning coffee, and the post office coffee under China Post officially opened in Xiamen. At the same time, leading enterprises such as Sinopec, Tongrentang and Wanda also sell coffee across borders. These cross-border giants have joined the already competitive coffee track, further expanding the rising local coffee brand camp.
The epidemic situation in COVID-19 has made the trend of nutritious and healthy diet prevail again, and light food brands have also attracted widespread attention. In this year's newly released list of "Top Ten Brands of Light Food in China in 2022", veteran player Wagas Vogos topped the list. Although the news that Wagas Vogos has been sold has been exposed, judging from its development trend this year, Wagas Vogos has achieved the growth of store scale in the case of repeated epidemics, which shows that its resilience cannot be underestimated.
It is worth mentioning that the new element, which is also an "old-timer", announced its entry into bankruptcy liquidation procedure last year. At the same time when the old people ended, new people appeared constantly, and more and more powerful new brands emerged in the light food track, such as Ye Sha Light Food, Super Deer Team and FOODBOWL Super Bowl on this year's list.
conclusion
In the future, Red Meal Brand Research Institute will continue to pay attention to more excellent brands of sub-categories and explore the innovative development of China catering industry. In addition, the Red Meal Brand Research Institute will update the red meal index ranking of head catering brands every month. For details of the monthly red meal index, please pay attention to the following WeChat official account: catering brand observation.