Catering chain industry, the main listed companies: At present, the domestic catering chain industry listed companies are: Quanjude / 002186; Xi'an diet / 000721; international days food / 03666.HK; Ajisen China / 00538.HK; small-tailed sheep / 839808; under the sea salvage / 06862; Baifu Catering/832050; Yum!

The core data of this article: Chain restaurant industry turnover; KOL participation percentage; content mention percentage; content interaction volume

1, the epidemic impact of the catering industry business is dismal

By the impact of the new crown epidemic in 2020, the national food and beverage revenues were 3.95 trillion yuan, down 15.4% year-on-year, while a large number of food and beverage stores closed down due to the epidemic. From the start of Q1 2019 to Q1 2021, the total number of stores in the country's restaurants fell from 9,056,000 to 7,601,000, a decrease of nearly 20%.

2, restaurant chain anti-risk ability, adversity breakout

In comparison with the chain restaurant enterprises generally have more adequate capital reserves, more diverse methods to cope with the crisis, in the aftermath of the epidemic can also be returned to normal in a short period of time or even rebound. the first quarter of 2021 compared with the first quarter of 2019, but the chain restaurant industry Meanwhile, it only fell by 6%, indicating that chain restaurants are more resistant to risk. According to the statistics of the National Bureau of Statistics, from 2010 to 2019, the turnover of China's catering chain industry was on an upward trend. 2020 turnover rose from 223.45 billion yuan in 2019 to 309.510 billion yuan, a year-on-year increase of 38.51%, which shows that the chain catering anti-risk capacity is stronger.

3, diversified marketing methods to enhance the amount of interaction and awareness

--Diversified marketing methods to enhance the amount of brand interaction

From the amount of interaction, the two categories of coffee and hot pot due to the large number of brands and strong content marketing, they are far ahead in terms of interaction volume, while tea drink brands lack popular content with high interaction volume

Note: the number of interactions mainly consists of: likes+comments+retweets

Which, Haijiru and Starbucks have the highest content heat, with the content mentions of the two in the TOP total content mentions of June 2021 accounting for more than 45% of the total content mentions, and the interaction volume of the TOP accounting for the sum of more than 56%. The sum of the interaction volume TOP accounted for more than 56%. All the other brands are boosting their voice and interaction by recommending new products and special promotions.

The creators of the highly interactive content of Haidilao and Starbucks are mainly in the range of 1-5 million followers, and Haidilao has mostly food KOLs. Haidilao cooperates with food bloggers in content creation, and re-creates dipping recipes, birthday, and attentive services to create a sense of gastronomic enticement for users. Starbucks is dominated by funny KOLs, and most of Starbucks' popular content is created by funny blogger Li Bu Latte, who shares the daily life of store staff through creative dramas and incorporates product information in the content.

--KOL content marketing to expand public domain traffic, enhance visibility

The impact of the epidemic under the impact of the catering industry is huge, however, the chain of catering industry can be the key to winning in the face of adversity can not be separated from the chain of catering enterprises of the digital transformation, which digital marketing The transformation of the brand KOL content marketing greatly expanded the public domain traffic, brand awareness and traffic upgrade.

In June 2021, among the TOP5 categories in the restaurant chain industry in terms of content mentions and share, coffee, hot pot, and tea drinks are popular daily diets, and users have high enthusiasm for sunshine pictures and comments, as well as a high volume of brand-related content.

Note: content mentioned as a percentage of the statistical cycle, restaurant chain brands related to the release of content, the proportion occupied by a category; KOL involved in the proportion of KOL for restaurant chain brands related content KOL in the release of content related to a category of KOL number of percentage.

The above data refer to the China Restaurant Chain Industry Business Model and Development Trend Analysis Report by Prospect Industry Research Institute.