Set up a small tent to create a new scene for dining consumption
2024-07-17
Boss, another 10 lamb skewers! "On Saturday night, by the Dianshan Lake in Qingpu District, Shanghai, tents were filled with laughter and greetings. Here it is The person in charge of the camping base, Shilina, rode her bicycle all over the field and felt like her tire was about to burst. "Shilina smiled and said," However, the more busyness there is, the better! "In recent years, camping has become a new way of life for young people, with activities such as flower viewing, fishing, frisbee, board games, and a variety of activities and scenery, attracting more and more people to step out of the city and into nature, constantly releasing new consumption vitality. Camping is fun, cooking is so tiring Many netizens share their camping experiences online, washing, cutting, skewering, grilling... they want to have a barbecue, but after a whole set of actions, they still haven't eaten it by nightfall. Before starting my own business, I conducted research and found that there were only a few experienced campers who were proficient in using the entire set of equipment, while the majority were beginners who were just trying it out Shi Lina said, "Therefore, 'one-stop food, drink, and entertainment' camping services have become the direction of my entrepreneurship." After delving into the industry, Shi Lina found that today's consumers not only want to play new, but also want to play well. In the past, when we went camping, we would bring a bread, sandwich, and at most a self heating pot. But now consumers tend to prefer freshly made and sold catering, with high requirements for the taste, freshness, and richness of the ingredients. "Schlina searched for a professional catering supply chain enterprise," tried more than ten, compared round after round, and finally decided on this one. "Schlina said that the base usually places orders in advance based on the number of customers the next day. Before the consumers arrive, she has already set up shelves and stoves with her colleagues." When the consumers come, they can bake, eliminating the trouble of bringing their own equipment and ingredients. "" The ingredients are very fresh, "" the portions are sufficient, and it's great to eat. On social media, many consumers like camping sites and even take photos and upload pictures of delicious food. Catering accounts for one-third of my overall revenue, but its role in attracting traffic is much higher than one-third. Only when catering is done well can it become popular, "Schlina said of her" business strategy. In response to the demand for camping catering, many catering enterprises seize the opportunity to provide outdoor leisure catering products. Fresh e-commerce platforms such as Hema, Dingdong, and Sam's Club have timely launched "camping packages", offering a variety of unwashed and cut free seafood, as well as marinated beef and mutton skewers, which perfectly meet market demand. Many restaurants have launched semi-finished set meals that include ingredients, pre made dishes, cooking utensils, picnic mats, etc., which can be heated and ready to eat, and can be delivered to meet consumer needs. The sales of secret chicken wings increased by 80% year-on-year, and crayfish increased by 49% year-on-year... "Qiu Weijun, the person in charge of the catering retail enterprise Guoquan Shihui, listed one by one the" best-selling "products during this year's May Day holiday, a large part of which went to camping sites in various places. Qiu Weijun introduced that the company originally focused on hot pot ingredients, but after adding camping ingredients, the sales data of related products have significantly increased this year. We have established fixed partnerships with many camping sites and also tried to make Western style meals such as pizza, fried chicken, and craft beer, all of which are related to camping, "said Qiu Weijun. In the past, we used to go to the market to buy ingredients, with only a dozen or so categories at most, and we had to include labor and time costs The person in charge of a camping base in Shanghai introduced, "Nowadays, there are more and more professional camping and catering supply chain enterprises. After cooperation, our product categories have grown to dozens, the average customer price has increased by 40%, and sales have increased by 70%." As a new scene of catering consumption, camping has also driven traditional catering enterprises to open up new markets. On weekends and holidays, Qian Jiangtao, the manager of Hai Di Lao Camping Hot Pot Shanghai Pudong Hangtou Branch, is busy and can accommodate 500 people for dining at the same time. The approximately 60000 square meter venue is almost fully booked and can only be booked at least a week in advance. The dishes at the camping restaurant are sold as set meals, including meals for two, four, and eight people Qian Jiangtao said, "The per capita unit price is slightly higher than other stores of our brand, but the package also includes all day camping and many free amusement projects such as boiling tea around the stove, bonfire performances, frisbee, chess, etc., adding a new experience to the catering industry and attracting many consumers." Urban open-air restaurants have also emerged. Since last year, many shopping mall terraces, building roofs, and courtyards have transformed into camping themed restaurants. A restaurant with a canopy, a few chairs, three to five friends grilling around, relaxing after work... Creating a camping atmosphere with products and scenes, allowing consumers to have a "picnic" in the city even on weekdays. According to Meituan data, in the first half of this year, the search volume of Shanghai users actively searching for "city camping restaurants" increased by over 110% year-on-year. The number of catering merchants who launched "camping" themed group buying on the Meituan platform increased by over 50% year-on-year, and the related order volume increased by over 216%. (New Society)
Edit：NingChangRun Responsible editor：LiaoXin
Source：People's Daily
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