However, such a huge category, high-frequency product demand and relatively high degree of standardization have failed to attract more people's attention to the rice noodle track. The category of rice flour is still in the relatively traditional primary development stage. What is the shackles of the development of rice noodle track?
In 2022, China Hotel Association and Meituan released the "Report on the Development of Rice Noodles in 2022" to reveal the development status of rice noodles. Details are as follows:
0 1
The market scale of rice flour has exceeded 100 billion, waiting for "chip-style" subversion and innovation.
According to the data of Meituan, snacks and fast food are categories that just need high frequency. Driven by the financing boom of 20021rice flour, the growth rate was 3.7 percentage points higher than that of the same period in 2020.
202 1, the order volume of the main category of rice noodles of Meituan takeaway ranked TOP4, with a year-on-year increase of 30.6%; The order volume of snail powder ranked TOP 17, with an increase of 76. 1%, which was the highest growth rate among the main categories.
Enterprise survey data shows? 202 1 Nearly 20,000 rice flour enterprises were newly registered in the first half of the year. As early as 2020, the domestic rice noodle market scale exceeded 1000 billion; There are some problems in the existing market of rice noodles, such as relatively backward overall development, mainly self-employed and mom-and-pop shops, weak innovation and low brand level.
As of May 1 day, 2022, the total number of rice noodle restaurants on Meituan platform reached 328,700; The number of stores has expanded to this year and gradually resumed growth. In the first half of the year, it basically remained above 15%, and the order amount decreased.
In 2022, the number of stores in rice noodle track accounted for 26.33% year-on-year, showing a completely different upward trend from snack fast food track and noodle track.
According to the data of the US Mission, in 20021,affected by the epidemic, the development of stores slowed down. In 2022, the Jiangxi market recovered its vitality and the store growth rate was 29.4%. In 2022, the growth rate of Jiangxi rice noodle category order consumption slowed down to, but the overall order consumption still maintained a growth trend.
02
The number of stores in the third and fourth lines is increasing year by year, and the category of rice noodles is sinking.
Compared with noodle and snack fast food tracks, rice noodles account for a higher proportion of stores in the sinking market, which is obviously different from the first-and second-tier markets;
According to the data of Meituan, from 2020 to 2022, the proportion of rice noodle shops in first-tier cities, new first-tier cities and second-tier cities decreased year by year, and the number of stores in first-tier and new first-tier cities decreased significantly;
The proportion of rice noodle shops in the sinking market such as the third line and the fourth and fifth lines is increasing year by year, and the spatial potential of rice noodle products in the sinking market still needs to be expanded.
The top provinces in terms of the increase in the number of stores are still concentrated in rice noodle provinces, while Hunan, Guizhou, Yunnan and other provinces have obvious growth rates and belong to latecomers.
Judging from the absolute increase in the number of stores, Guangdong Province ranked first in the past three years, and Guangxi ranked second in 2022. In 2020 and 20021year, the second provinces were Guizhou and Yunnan respectively.
The number of rice noodle shops in 2022 TOP 10 Cities are Shenzhen, Dongguan, Guangzhou, Nanning, Kunming, Chongqing, Chengdu, Guiyang, Changsha and Beijing;
As the most populous province in Guangdong, the top three cities with the largest number of rice noodle shops in 2022 are all in Guangdong, followed by rice noodle provinces such as Guangxi and Yunnan. Most rice noodle shops are concentrated in southern provinces and cities, with Shaanxi Province and Shandong Province as the heads in the north.
According to the data of the US Mission, in the ranking of rice noodle shops in Jiangxi Province in 2022, the top three were Nanchang, Ganzhou and Shangrao; The top three orders are Nanchang, Ganzhou and Xinyu;
Fuzhou, Pingxiang and Ji 'an account for the highest growth rate of rice noodle shops in cities in Jiangxi Province, with Fuzhou's growth rate reaching 46.7% and Ji 'an's order volume increasing by 4 10%.
In 2022, the number of stores and orders of Guangxi rice noodles, Yunnan rice noodles and Hunan rice noodles ranked in the top three; Although Jiangxi rice noodles are not large in the national market, the orders are very bright.
03
Brand awareness is weak, and rice noodles are still in the storage stage.
From the perspective of the number and scale of rice noodle shops, the proportion of single shops has decreased year by year, and it will decrease by about 10 percentage point in 2022, and the brand concentration will increase obviously, and the chain rate will increase; In 2022, the proportion of 1 1-500 chain stores in the rice noodle category increased significantly, with a rapid growth rate;
Compared with the number and scale distribution of noodle shops, the proportion of medium-sized chain brands in rice noodle category is relatively low, and the development of chain rate is still in the early stage of noodle category.
From 2020 to 2022, the scale of 1- 10 rice noodle shops in Jiangxi Province decreased year by year, reaching 1 1 percentage point, and the chain rate increased significantly;
In the past three years, the scale of 1 1-500, 50 1-3000 rice noodle shops in Jiangxi Province has greatly increased, especially1-500 stores have increased by 8 percentage points;
A Xiang has achieved fruitful results by accelerating the strategic layout of multi-brand and multi-category. Now it has become a well-known chain restaurant brand in China. A Xiang Rice Noodles and Miss Flower Arrangement under the Group have opened some places to join, and we sincerely invite powerful districts? Domain name investors participate in brand management. On the premise of direct operation, joining and behavior, in? Deep thinking and hard practice in multi-category field;
Heyong Group, where A Xiang Rice Noodle is located, has invested wholly in the back end for a long time, and established food factories, furniture factories, equipment factories, labeling factories and tableware packaging factories under construction. To build your own "whole industry chain". And constantly strengthen the layout? And strengthen the manufacturing business. In the future, the model of "front store and back factory" will be implemented quickly and steadily, reducing the investment cost and operating cost of restaurants as a whole and building our own enterprises and brands. Strong competitiveness, for the arrival of a new era of catering in China.
Baman is the leader of the new digital format of the whole industry chain of rice deep processing. Thousands of acres of green special rice bases and 50,000 tons of rice flour intelligent manufacturing factories have been built in the upstream, and rice has been deeply processed into high value-added rice flour to create tens of billions of Hunan rice flour. Industry, and adopt F2C mode, combining online and offline to establish consumer brands. Through cooperation with well-known commercial real estate such as COFCO Joy City, Zhonghai Huanyuhui, Kaide, Hualian and Heshenghui, Barman has now opened nearly 200 stores? Shopping? Mall offline restaurant chain experience store, creating a super record of single store daily turnover of 20+.
Based on the mature profit model of single store and the improvement of supply chain, the "Maker Incubation" plan was released at the beginning of 20021,which opened the era of catering expansion 2.0. Through "online e-commerce new retail+takeaway O2O+ offline chain experience store+supply? The four-in-one new retail model of catering has boosted the company's rapid growth.
04
The number of female users of rice noodle track decreased, and the proportion after 60 and 70 was higher than the market.
In 2022, the proportion of female rice noodle users decreased, reaching 69.5%, which is still the main consumption force, contrary to the change of the proportion of female users in the market;
The proportion of users of rice noodles after 60 and 70 is more significant than that of large-scale users; Rice flour white-collar workers are lower than the market, and students are higher than the market.
The proportion of male and female users of rice noodles in Jiangxi province has not changed much, especially after 00, but the proportion of users in the national rice noodle market has declined after 80; What about Jiangxi Province? The proportion of rice noodle users after 60 is stronger than that after 60;
Rice noodles have rich dining scenes, which are not only necessary for dinner, but also for breakfast, afternoon tea and supper.
The taste of snail powder is slightly biased, which hinders its sales at noon. The order volume of snail powder at noon is lower than Bibi rice noodles and rice noodles 10%, while midnight snack? In the private market, the proportion of orders is much higher than that of rice noodles.