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Where Will online celebrity Catering Go? From superficial efforts to core values

  Recently, the first "Funeral Tea" tea shop in China opened in Shanghai. Like "online celebrity Restaurant" such as "Happy Tea" and "Master Bao", the customers of "Funeral Tea" kept coming in an endless stream, which even led to the phenomenon that scalpers bought "online celebrity Food" at a higher price. At the same time, many well-known "online celebrity restaurants" have closed down one after another, and even some veteran stores have become "chicken feathers in one place". "online celebrity catering" is a world of ice and fire. What is the reason behind this?

  Queue for 7 hours just for a cup of tea

  "Food is the most important thing for the people". In the Internet age, when Internet celebrities are highly sought after, "online celebrity Catering" has also set off an iterative and updated "queuing economy". It is reported that the queuing time for buying "Hi Tea", "Master Bao" and "Cheese of Light", which are known as the "Three Giants of People’s Square" in Shanghai, can reach 7 hours, which leads to scalpers’ purchasing and queuing for payment, which makes the premium of "Hi Tea" for a cup of 20 to 30 yuan as high as 100 yuan, and merchants even introduce the regulation of real-name purchase of ID cards, causing widespread controversy.

  Not only Shanghai, but also Hongkong’s "Jenny cookies" are sold daily in limited quantities, and Beijing’s "Taoyuan Village" is called "Hermes" in the field of soybean milk fritters, and the explosive market of "online celebrity Catering" can be seen.

  Take "Xicha" as an example. In May 2012, the first store opened in Jiuzhong Street, Jiangmen City, Guangdong Province. At present, there are about 50 branches in Guangzhou, Shenzhen and Foshan. Only stores in Guangzhou and Shenzhen have an average monthly turnover of more than 1 million yuan, among which the most popular coastal city store in Shenzhen has an area of about 90 square meters and a monthly turnover of more than 1.5 million yuan.

  With the subtle influence of Internet development on the market, the catering industry in online celebrity has also experienced different stages of change. During the period of 1.0, the cognition of the traditional catering industry was subverted from the consumer level. People found that apart from "eating", there were different experiences such as personalized service and style environment.

  In the period of 2.0, which focused on the combination of marketing and products, topical packaging gave food unprecedented communication power and greatly shortened the brand’s cognitive cycle; In the period of 3.0, personalized labels such as "fashion brand", "luxury" and "ingenuity" attached importance to the overall creation of "online celebrity catering", but it was followed by increasingly severe customer loyalty.

  The consumption power of "light food" has increased by 14% annually.

  In 2016, the national catering revenue was 3,577.9 billion yuan, a year-on-year increase of 10.8%, while the GDP increased by 6.7%.

  According to international data experience, the overall growth rate of the catering industry can maintain steady and rapid development when the per capita disposable income of the country is between 5,000 and 10,000 US dollars. According to the data released by the National Bureau of Statistics, the per capita disposable income of urban residents in China in 2016 was 33,616 yuan, which is in good agreement with this data interval.

  Under the background of the booming industry, "online celebrity Restaurant" is unique in its store location, style design and service details. A simple cup of milk tea can be selected with different flavors. When it is sold, the temperature and method suitable for drinking will be indicated on the teacup, and even the image of the store attendant is required as "online celebrity".

  At the same time, "online celebrity Catering" has grasped the consumption characteristics of young people’s purchasing power in pursuit of fashion hotspots, covering people between the ages of 14 and 35. The consumption power of this kind of "light food" main consumer group is increasing at an average annual rate of 14%. The younger generation subconsciously hopes to seek a sense of collective identity and reach a certain consensus by queuing or eating the same bowl of noodles.

  In addition, emotional rendering, star effect and other highlights prompted consumers to spontaneously share recommendations on social networks. According to the analysis of people in the catering industry, compared with traditional restaurants, their marketing methods are more changeable, not only through word-of-mouth communication by diners, but also through cross-border cooperation with many brands to jointly create topics, which is worth thinking about by catering people.

  From superficial efforts to core values

  However, "parallel" restaurants, which once set a record of 52 stores in eight months, have been closed in Beijing, Fuzhou, Ningbo and other places. The pancake fruit shop "Huang Taiji", with the highest valuation of 1.2 billion yuan, has also admitted that it has closed half of its doors, and the performance of the creative dish "Carved sirloin" has dropped by nearly 80% compared with the peak period.

  The "online celebrity Restaurant" has gone wave after wave in a short-lived vortex. According to the data, in 2016, the monthly closing rate of the catering industry in China was as high as 10%, and the annual compound closing rate exceeded 100%.

  Low consumer loyalty is one of the potential risks of "online celebrity catering". Under the fast pace of life, consumer groups with distinctive personalities have the characteristics of pursuing fresh enthusiasm and easy to lose. The disconnection between marketing and products makes merchants ignore the essence of catering industry. "Fun" is only the added value of food and cannot be the core of restaurants.

  Some enterprises win the attention through gimmick marketing and charge the joining fee, which is prone to problems. The unified distribution of ingredients, the unified management of chefs, and the inspection and supervision of storefronts are all very important, and the difficulty lies in management. Some enterprises join quickly, but the depth and intensity of management and control of franchise stores are not enough.

  Experts said that "online celebrity Catering" will inevitably get lost in the noisy market in the later period, and only rely on the big waves of the market to urge some catering enterprises to awaken themselves and turn from superficial efforts to building brand core values.


Photos: The strongest handsome bodyguards from all over the world in history

Special topic: picture channel


China bodyguards are more charming than stars.
  Of course, the first person to appear is our elite man in China. Military standard crew cut, straight black suit, alert eyes, serious expression, plus young and handsome. It is said that the appearance of these Zhongnanhai bodyguards on the 10th anniversary of Hong Kong’s return to China has fas cinated the Hong Kong female journalists who are used to Andy Lau and Tony Leung Chiu Wai, and they are constantly glancing at these "ouchi masters".

Israeli bodyguards who don’t like suits
  In the war-torn Middle East, there is no doubt about the business or appearance quality of Israeli bodyguards. It may be because of the hot climate and the supremacy of practicali ty. Unlike other countries, these handsome Jewish men usually don’t wear black suits when performing tasks. Jackets and cuffs are their favorite, but they can better show their strong figure.

Compatriots of God, Spanish bodyguards
  If you don’t say that God is Spanish, it really makes people feel that there is no way to explain why there are so many handsome guys in Spain. Handsome bodyguards produced in Spain are de finitely among the top three in Europe if they are better than appearance. Charming eyes, sharp edges and corners, even the wrinkles exude charm. Without being an entertainment star, the small universe really feels a little greedy.

Cemetery generator Russian bodyguard
  This eldest brother is said to be the personal bodyguard of Putin, the most attractive man in Russia. Although a little bald, there is only one word to describe his appearance: handsome. A small white face, especially those sparkling eyes, is definitely a "graveyard generator". If I hadn’t been told that this eldest brother was a bodyguard, which star would I have seen?
Bodyguard entertainment edition

Kevin Costner
  In the movie "Bodyguard", he plays a gentle and gentlemanly bodyguard who is full of love everywhere, and the image of a warm-blooded tough guy who is sincere and calm. He reveals a warm life atmosphere from time to time in his strength and courage. He is willing to be accused and snubbed in order to protect his children and a happy family, and stands up in a critical moment, which is touching.

Jet Li
  At the peak of his personal work, the movie "Zhongnanhai Bodyguard" showed his charm to the greatest extent. Lightweight posture, extraordinary skill, and restrained feelings have left a deep "tough guy" image for China’s bodyguards.

Tak Chung Ma
  Before I entered the entertainment circle, I actually worked as a bodyguard, and I was also a member of G4, a Hong Kong police protection VIP group, to protect visiting dignitaries. When Senior Minister Lee Kuan Yew and British Crown Prince Charles and Princess Diana visited Hong Kong, he was one of the bodyguards.

Editor: Li Erqing


Source, quality control, and cold chain transportation, more and more imported fruits have achieved "localization" and domestic fruits have been upgraded: from high-end to "people-friendly"

  Reading tips

  In recent years, with the continuous expansion of domestic planting scale, domestic fruits have been upgraded and their quality is getting better and better. With the upgrading of consumption, the pattern of production and sales is also quietly changing. Consumers bought domestic imported fruits with good quality and low price, and also intuitively experienced the improvement of the quality of domestic fruits.

  In supermarkets and farmers’ markets in major cities in China, products originally belonging to imported fruit areas, such as Sunshine Rose Green Extract, Soft Seed Pomegranate, Autumn Pear and Wild Persimmon, have now appeared in domestic fruit areas.

  "It used to cost more than 100 yuan to buy a string of sunshine roses. Now, in the chain fruit shop at my door, the B-grade sunshine roses are only 29.9 yuan per kilogram." Ma Chunying, a resident of Ganhe Home in Urumqi, Xinjiang, said.

  In recent years, with the continuous expansion of domestic planting scale, more and more imported fruits have been "localized". According to the data of Tianyancha, there are currently over 6 million fruit-related enterprises in China. With the consumption upgrading, the production and sales pattern of domestic fruits is also quietly changing.

  The source of fruit tends to be domestic.

  In the modern agricultural science and technology industrial park in Shaya County, Xinjiang, the huge cherries ushered in the first batch of ripe fruits this year in May. With a bite, the flesh was full, the stone was small, and the juice was moderately sweet and sour, which was booked by many tourists. Looking at the clusters of red and full fruits hanging on the trees, some tourists can’t help feeling: "We have also realized the freedom of fresh cherries."

  Looking back on the fruit market in the past 10 years, at the beginning, people’s demand for high-quality fruits such as cherries was mainly met by imports. "Chilean cherries, Japanese sunshine roses, Thai golden pillow durian, etc., in the early days when imported fruits entered the market, we rarely purchased them, fearing that they could not be sold." Looking at the dazzling array of fruits in front of me, Xu Weiwei, the wholesale market owner of the New Beiyuan Spring Agricultural Products Center in Urumqi, said. In 2019, following his father’s footsteps, he placed his No.2 fruit shop in the "New North Garden Spring" market, and the Xu family witnessed the changes in fruit consumption for two generations.

  From high-quality fruits in season to out-of-season fruits, more and more imported fruits have flooded into China market, filling the gap of high-end products in China fruit market. While imported fruits occupy the market in China, they also quietly affect the fruit industry in China.

  In order to ensure the freshness of fruits, imported fruits are often picked under immature conditions. After a long transportation, the taste and quality are greatly reduced. How to overcome this shortcoming? China counterparts turned the origin of fruit to China.

  "In the past, citrus in Australia occupied the market. After 2010, the market purchased more citrus from Sichuan, Yunnan, Guangxi and other places in China, which was delicious and cheap." Xu Weiwei said.

  Not only citrus, but more than 80% of pitaya came from Vietnam when it first entered the China market. After the successful cultivation and promotion of pitaya in China, it replaced 60% of Vietnam’s imports.

  Nowadays, pitaya has not only taken root in the south of China, but also been introduced to the western part of the motherland. "Most of the pitaya on the market are shipped from the south, and now we can also eat the local red pitaya." Jin Hongjun, a dragon fruit grower in the 11th regiment of the 1st Division of Xinjiang Production and Construction Corps, said.

  Grow high-quality fruits

  Imported fruits take root in China and bring economic benefits to local growers. However, the good times did not last long, and the traditional concept of "selling by heaps" made farmers only pay attention to output, but ignored quality. Therefore, when it comes to high-quality fruits, consumers still prefer "import".

  "There are more than ten yuan of cherries and imported cherries (that is, cherries) from outside vendors. No matter the size or color, you can see the difference at a glance, let alone the taste." Xu Weiwei said.

  Consumers’ demand for quality makes farmers pay more attention to the grading pricing of fruits. However, the transformation of planting concept, input cost and technology can not be separated from the support of science and technology.

  The first time I tasted the "dinosaur egg" was in Cao Xiaofei’s forest fruit nursery. At that time, he was conducting investigation and research with the forest fruit seedling experts hired. Cao Xiaofei is the head of Xinjiang Aksu Desert True Fruit Industry Co., Ltd., which is mainly engaged in the seedling cultivation of Xinjiang characteristic forest fruit seedlings.

  According to him, "dinosaur egg" is an imported American fruit plum, which is very crisp in taste and can be stored for a long time. "In recent years, ‘ Dinosaur egg ’ Our seedlings sell well. "

  In 2010, Xinjiang Academy of Forestry introduced a number of apricot and plum varieties for trial planting in Aksu, among which the successfully planted varieties were "dinosaur egg", thick flavor, delicious emperor and delicious queen.

  In 2018, in Suzhong Farm, Qiemo County, Xinjiang, Liu Huashan, the person in charge, moved the experimental field to the field. In his view, the southern part of Xinjiang has a large temperature difference, long sunshine time and little rain, and planting American apricot and plum trees has unique advantages. In order to grow high-quality apricots and plums, he started with agricultural materials and seedlings according to the market acquisition standards, realized unified standard procurement, improved the local saline-alkali soil and tested it regularly, and formulated a set of standardized operation procedures.

  "Our positioning is high-end fruit. The initial investment in standardized orchards is relatively high. If the fruits planted do not meet the market standards, there will be little benefit in bearing more fruits." Liu Huashan said.

  In Shaanxi, Fujian, Shandong, Yunnan and other places where "imported fruits" were planted earlier than Xinjiang, the efforts of new farmers are not only manifested in planting techniques and refined orchard management, but also like product managers to inspect the market, analyze advantages and disadvantages, and analyze competitors, so as to adjust planting varieties. Yan Hu, president of Yunnan Binchuan Farmers’ Pomegranate Research Association, expects that the new pomegranate varieties "Angel Red" and "Huaguang" with China’s own intellectual property rights will replace the soft-seeded pomegranate market in Tunisia in the future.

  Cold chain technology allows fruits to shuttle north and south.

  In August this year, a train loaded with 32 cold chain containers and 640 tons of Xinjiang Jiashi Ximei departed from Kashgar Station, arrived at Shaanxi Weicheng Station in three days, and was sold all over the country after transit.

  The person in charge of China Railway Urumqi Bureau Group Co., Ltd. told the Workers Daily that the transportation of Ximei is a technologically advanced railway cold chain logistics vehicle. The box is powered on 24 hours a day, and the whole operation process is monitored remotely. The data indicators in the box are updated every 5 minutes. The mobile intelligent cold storage can guarantee the freshness of Ximei to the maximum extent.

  As a typical "imported fruit", prunes introduced from France have taken root in the northwest of China. Jiashi County, Xinjiang, occupies 40% of the country’s prune planting area and 60% of the country’s output, and has become the largest production, processing and export base of high-quality prunes in China.

  As early as 2020, China’s Ministry of Agriculture and Rural Affairs launched the construction project of cold storage and preservation facilities for agricultural products producing areas, speeding up the completion of the shortcomings of the "last mile" cold chain logistics facilities in producing areas, and minimizing the post-harvest losses of fruits.

  Nowadays, domestic "imported fruit" has formed a new circulation path while moving towards people’s dining tables, subverting the traditional fruit industry.

  From the source, quality control to cold chain transportation, qualified fruits enter the retail channel according to different grades. For consumers, they can not only buy domestic imported fruits with good quality and low price, but also greatly reduce the probability of buying "rotten fruits" and "inferior products", and intuitively experience the improvement of domestic fruit quality.


The outline of the long-term mechanism of the real estate market in the next city is gradually emerging.

  "Rent and sell the same rights" to the next city. On the 17th, Beijing issued the Notice on Accelerating the Development and Standardized Management of the Housing Rental Market in this Municipality (Draft for Comment). According to the notice, children of eligible tenants, including Beijing residents and non-Beijing residents, will enjoy compulsory education in their districts.

  In 2017, the real estate market in China ushered in a drastic change. Hot cities have stepped into the "five-limit" era with restrictions on purchases, loans, sales and businesses as the core, and the excessive rise in housing prices has been curbed. At the same time, with the expansion of the leasing market and the adjustment of land supply policies, the long-term mechanism of the property market has begun to break the ice and the outline is gradually emerging.

  Promote the "simultaneous purchase and rent" and land one after another.

  Beijing’s New Lease Policy released on the 17th pointed out that those who rent public rental houses and public houses directly under Beijing’s household registration can apply for registered permanent residence’s registration and relocation procedures according to the information registered on the housing rental supervision platform.

  For non-Beijingers, school-age children can receive compulsory education in the same district if they meet the conditions of continuous single lease and actual residence for more than 3 years, registration on the housing lease supervision platform, and legal and stable employment of one spouse in the district for more than 3 years.

  At the same time, a unified housing lease supervision platform and online trading platform will be established in the city. The leasing supervision platform will provide background data support for the online trading platform by linking the online trading platform, and the online trading platform will provide external services such as housing lease information release, online signing of housing lease contracts, housing lease registration and filing applications, transaction fund supervision, credit information inquiry of market entities, credit evaluation, etc.

  "In the past, both Beijing-born and non-Beijing-born people could only choose to receive compulsory education in their domicile or real estate. The new lease policy in Beijing is ‘ The same right to rent and sell ’ The best embodiment. " Zhang Dawei, chief analyst of Zhongyuan Real Estate, said.

  Beijing’s New Lease Policy also proposes that the people’s governments of all districts should strengthen the land security of rental housing according to the actual situation of each district, and increase the supply of rental housing by building rental housing on industrial parks and collective construction land according to the plan.

  At the end of 2016, the 14th meeting of the Central Leading Group for Finance and Economics emphasized that it is necessary to accurately grasp the residential property of housing, take meeting the housing needs of new citizens as the main starting point, take the establishment of a housing system with both rent and purchase as the main direction, take the market as the main direction to meet multi-level needs, take the government as the main source to provide basic protection, give priority to local areas, and take multiple measures, such as finance, taxation, land and market supervision, to form a long-term institutional arrangement, so that all people can live and live.

  In May this year, the Ministry of Housing and Urban-Rural Development publicly solicited opinions on the Regulations on the Administration of Housing Leasing and Sales. In July, nine ministries and commissions, including the Ministry of Housing and Urban-Rural Development, issued the Notice on Accelerating the Development of Housing Leasing Market in Large and Medium-sized Cities with Net Population Inflow, and selected 12 cities, including Guangzhou, Shenzhen, Nanjing, Hangzhou, Xiamen, Wuhan, Chengdu, Shenyang, Hefei, Zhengzhou, Foshan and Zhaoqing, to carry out housing leasing pilot projects in the first batch.

  At present, in addition to Beijing, Guangzhou, Foshan, Wuhan, Shenyang, Shandong, Henan and other places have issued pilot programs to accelerate the development of the housing rental market. Take Wuhan as an example. At present, the city has chosen Wuhan East Lake New Technology Development Zone and Wuhan Economic and Technological Development Zone as the pilot areas for housing leasing. The Wuhan Housing Security and Housing Management Bureau takes the lead in organizing relevant units, and according to factors such as enterprise operation scale, financial strength, operation ability and credit, no less than five state-owned enterprises, five private real estate development enterprises and ten housing leasing enterprises are selected as pilot enterprises for large-scale operation of housing leasing, so as to achieve the landing of housing leasing projects by the end of 2017, with 7,000 newly leased houses with an area of not less than 300,000 square meters.

  Adjustment of land supply mode has changed.

  From initial purchase restriction and loan restriction, to price restriction, sales restriction, and then to business restriction, the hot city property market has entered the era of "five restrictions". According to statistics from the Central Plains Real Estate Research Center, since the fourth quarter of 2016, there have been more than 60 large and medium-sized cities in China, and more than 160 binding real estate control policies have been introduced.

  In this context, the property market has turned from hot to stable, and the regulation policy has also shifted from restricting demand to increasing supply under the overall idea of "policy stability" and "checking for leaks and filling gaps".

  In Beijing, increasing the supply of land for 70-year-old residential property rental will provide nearly 20,000 suites. In Shanghai, two low-priced "rent only but not for sale" plots were launched, requiring the transferee to hold the leased housing property as a whole and continue to rent it out during the transfer period.

  The "Several Measures for Accelerating the Renovation of shantytowns (Draft for Comment)" issued by Shenzhen shows that Shenzhen will accelerate the promotion of "the implementation mode of shantytown renovation project led by the government+the implementation of state-owned enterprises+public housing" and support the construction of talent housing and affordable housing.

  The "Several Policies and Measures on Supporting Millions of College Students to Stay in China for Entrepreneurship and Employment" issued by Wuhan proposes to ensure the realization of the goal of "retaining 1 million college students in five years". It is understood that in the future, Wuhan will build apartments with talents of more than 500,000 square meters every year, and within five years, it will reach the total scale of apartments with talents meeting the rental needs of 200,000 people.

  "The land supply model has changed." Zhang Dawei predicts that the land supply in first-and second-tier cities will become more and more "price-limited+residential" in the future. Taking Beijing as an example, all residential land sold in 2017 will be price-limited or self-occupied. In this case, starting from the land supply, housing will be promoted to return to the residential property in an all-round way.

  In addition to increasing the supply of rental housing land, accelerating the entry of land into the market is also one of the policy directions. Previously, the Beijing Municipal Commission of Housing and Urban-Rural Development issued the Notice on Handling Pre-sale Permits for Commercial Housing Projects, and published a list of 389 in-transit projects, emphasizing that "13 million square meters of land has been acquired but not started, and 9.5 million square meters have been started but not entered the market". The in-transit commercial housing projects need to speed up the development progress and form a supply of commercial housing as soon as possible.

  Exploring the prototype of the long-term mechanism of the property market is gradually emerging.

  After two rounds of intensive regulation and control since September 30th last year, the real estate market in first-tier and hot-spot second-tier cities has entered a stage of "stable price decline", and the momentum of excessive price increase has been curbed. Mao Shengyong, spokesman of the National Bureau of Statistics, said that after this round of regulation and control, the current overheating situation of China’s real estate market has been cooled to a certain extent, and the overall operation is stable. The situation of excessive housing price increase in first-tier cities and hot-spot second-tier cities has been controlled, and the demand for speculative and investment housing has been greatly reduced; Real estate destocking in third-and fourth-tier cities has been effectively promoted.

  Mao Shengyong believes that in the later stage, we will increase regulation and control and pilot a long-term mechanism. He said that in the context of the pressure of rising housing prices in first-and second-tier cities and the high inventory in many third-and fourth-tier cities, especially county-level cities, it is time to strengthen the main responsibility of local governments and implement classified regulation according to local conditions. With all kinds of long-term mechanisms being tested and studied in various places and further expanded, the real estate market will usher in a more benign development in the future.

  "China’s real estate regulation and control ideas have moved from short-term to long-term." Kang Junliang, director of the Legal Department of China Real Estate Association, said that from the perspective of the real estate industry itself, a long-term mechanism is on the way. Including the nationwide networking of housing registration information and land registration information, the establishment of a sound and market-oriented housing rental system, the establishment of a classified and regulated land supply mechanism and land supply structure, and the real estate tax system under legislation.

  Kang Junliang said that information networking and real estate tax are basic systems. Through information networking, we can grasp the base and improve the pertinence and effectiveness of future policies. Real estate tax has a direct regulatory role in curbing excessive investment and speculation; Under the premise that the land supply and lease system will establish the dual-track system of market and security, the effective integration of housing market and housing security will be realized.

  Kang Junliang said that in the future, the long-term mechanism of the property market will be gradually improved and formed, and localities will conduct pilot projects according to their own conditions. For example, it is the general trend for the pilot of residential leasing to expand from the previous 12 pilot cities.