Food segmentation market favored
2014 China catering market in the first half of the remaining influence by policy tightening, high-end food and beverage industry is still in the doldrums, the business side, turn off and stop are frequent cases. But on the other hand, the catering industry as an important part of the third industry, with the further deepening of the urbanization, mass catering industry supply and demand full of vigour, have continued to grow, in the transformation of the catering industry is showing a steady upward trend, which also released in the catering business days before the 2014 mid year report of Xiaonanguo reflected. The report shows that a small group first half of 2014 revenue growth of 9.6% over the previous year, to 743 million yuan. Compared with the year 2013 same store sales fell 10%, the first half part of the same store sales fell 1.8% over the same period last year, downward trend slowed down. “ the company in the second quarter of this year to achieve the same period growth of 1.1%, the performance began to step up. In addition, the loss of the company in the second half of 2013 has gradually turned into profit in the first half of 2014. At the same time, the first half of this year, the company's gross margin was 67.1%, sales and distribution costs accounted for revenue ratio of 60.9%, general administrative expenses accounted for revenue ratio of 8.3%, compared with the second half of last year, 65%, 61.2%, 8.9% have a certain level of improvement. ” Xiaonanguo said, the first half of 2014 the group gross profit growth of 6.8% to 498 million yuan, mainly due to the increase in the income of new stores in 2013. The new stores are mainly due to the small southern oriented market segments, the new brand launch business initiatives. Xiaonanguo chairman Wang Huimin said: “ food market has entered the era of subdivision, we need precise positioning of their business models, more professional, more features and value of food. Part of the multi brand strategy in the creation of new independent brands, will also introduce foreign brands, especially with high growth in the market segments and the reproduction of restaurant. It is understood that the launch of Xiaonanguo ” for the mass consumer market of South kodate brand, by June 30, 2014 the number of stores has reached 9. With the increase in the number of stores, the proportion of total sales in the small South Pavilion has risen from 3.3% in the first half of 2013 to 6.6% in the first half of 2014. In addition to the opening in 2014 of the same year South kodate, Xiaonanguo in 6 South kodate 2014 in Shanghai and Shenzhen, Hongkong area in the first half of the overall operating profit rate is 12.2%, the average rate of over Taiwan more than 4 times, the average daily traffic of more than 500 people store. &ldquo: the South Pavilion plans to open a new 7~9 store in the second half of this year. As of August, stores in the South small pavilion have begun to move into second tier cities. We will adjust the price of the small South City Pavilion in order to meet the needs of the local market. In addition, in order to better enhance service and promote development, the small South Hall of Shenzhen airport will be adjusted to the South small museum fast brand, and appropriately reduce the number of products and combinations to meet the needs of the rapid development of the crowd at the airport. ” Xiaonanguo said. In addition, the report also referred to the small southern, not only market prospect infinite, high-end catering market still has. “ the central ban on luxury public consumption caused significant changes in demand for high-end dining, but the challenges along with the opportunities, with the industry reshuffle, the relative reduction in the supply of high-end catering business and personal consumption, but in addition to public funds outside the demand has not been affected by the policy, the development of elegant environment, attentive service, to provide quality products of the high-end restaurant market will benefit from the Chinese economy and upgrading of consumption trends. To this, after the implementation of a series of timely and effective transformation initiatives, small group of high-end brand and Shanghai Hui mansion Xiaonanguo performance during the first half of 2014 have increased. ” report shows that the Hui mansion brand bucked the trend in the first half of 2014, to achieve 7.6% growth in same store revenue, operating profit over the second half of last year reduced losses 2 million 900 thousand yuan. While the income in 2013 same store sales fell 10% in Shanghai Xiaonanguo first quarter same store sales fell 4.9% over the same period last year, the second quarter same store sales growth of 0.4% over the same period last year, began to rebound. As of June 30, 2014, Shanghai Xiaonanguo brand store operating profit rate of 10%, higher than the second half of 2013 7.9%.