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中国のフルサービスレストラン市場

Full Service Restaurants - China - December 2013

発行 Mintel China 商品コード 295737
出版日 ページ情報 英文
納期: 即日から翌営業日
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中国のフルサービスレストラン市場 Full Service Restaurants - China - December 2013
出版日: 2013年12月31日 ページ情報: 英文
概要

中国のフルサービスレストラン市場は、経済成長の鈍化の影響により、近年成長率が減少しています。しかし消費者の購買力は増え続けており、消費者のニーズに対応できるレストランには成長の機会があります。

当レポートでは、中国のフルサービスレストラン市場の現状と成長動向、業界に参入する主要企業の強みと機会、消費者の姿勢、消費者に最も受けいれられるサービスなどについてまとめ、概略下記の構成で取り上げております。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 市場

  • キーポイント
  • 市場規模と予測
  • 市場成長促進因子
    • 持続する経済成長
    • 継続的都市化
    • 個人所得および家計所得の増加
    • 娯楽時間に家族/友人で集まりたいという願望
  • 潜在的障壁
    • 人件費の高騰
    • 不動産賃貸料の高騰
    • 物価の上昇
    • 節制キャンペーン
  • 市場セグメンテーション

第4章 企業とブランド

  • キーポイント
  • 主要ブランド
  • 企業動向と技術革新
  • 様々な消費者セグメントのニーズに対応するためのマルチブランド戦略
  • パッケージドフードリテーリングが新たな収入源に
  • 企業

第5章 消費者:様々なレストランの使用

  • キーポイント
  • 様々な種類のレストランがそれぞれの使用状況に対応

第6章 消費者:フルサービスレストランを選定する際の重要因子

  • キーポイント
  • 味と衛生が最も重要

第7章 消費者:魅力的な付加価値サービス

  • キーポイント
  • 消費者は自由に料理をカスタマイズしたいと思っている

第8章 消費者:消費者を新しいレストランに向かわせる要因

  • キーポイント
  • 特典やプロモーションが良い口コミに加えレストランに向かわせる効果的要因となっている

第9章 消費者:フルサービスレストランに対する姿勢

  • キーポイント
  • 消費者は様々な種類の料理やレストランを試すことに熱心
  • トレードアップに機会がある

第10章 主な課題:様々な消費者セグメントに訴えるためのマルチブランド戦略

第11章 主な課題:多数派に支持される高級レストラン

第12章 主な課題:健康な食事への気流に乗る

付録

目次

“The full service restaurant market in China has seen a decline in the rate of growth in recent years, impacted by the slackened economic growth. However, the everincreasing consumer spending power still implies growth opportunities for restaurants which are able to cater to the needs of particular consumer groups.” - Laurel Gu - Senior Research Analyst.

This report looks at the following areas:

  • What is the current state of the full service restaurant market in China and what are the trends, drivers of and barriers to growth?
  • Who are the key companies in the industry and what are their strengths and areas of opportunities?
  • What are consumers' behaviour and attitudes towards going to full service restaurants?
  • What are the most effective communication mechanisms and the most attractive service types to appeal to consumers?
  • How can restaurant companies appeal to a broader audience by catering to the needs of different consumer segments based on their psychographics?
  • How can high-end full service restaurants appeal to the majority of the public?

China's full service restaurant market has enjoyed continuous growth in the past few years. The key drivers are identified as sustained economic growth, continuous urbanisation process, rising levels of personal and household income and the increased leisure time to be spent on family/friends gathering. These factors are expected to continue to act as key drivers to fuel the future growth of the industry.

However, the slowdown in China's economic growth in recent years is expected to have an impact on areas of the market such as business catering in particular, whilst other factors such as the rising costs of commodities, rents and wages also represent challenges to the overall market.

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Total China full service restaurant revenues, 2008-18
    • Figure 2: Frequency of eating out at different types of restaurants, October 2013
  • Companies and brands
    • Figure 3: Top 10 public listed full service restaurant chains in China, by revenue (RMB million), 2011 and 2012
  • The consumer
  • Usage of different types of restaurants
    • Figure 4: Occasions for eating out at restaurants, October 2013
  • Important factors for selecting full service restaurants
    • Figure 5: Important factors for selecting full service restaurants, October 2013
  • Attractive value-added services
    • Figure 6: Attractive value-added services, October 2013
  • Factors driving consumers to try new restaurants
    • Figure 7: Factors driving consumers to try new restaurants, October 2013
  • Attitudes towards full service restaurants
    • Figure 8: Attitudes towards full service restaurants, October 2013
  • Key trends
  • Multi-brand strategy to appeal to different consumer segments
  • High-end restaurants to appeal to the majority of the public
  • Ride on the trend of consumers moving towards a healthier diet
  • What we think

3. The Market

  • Key points
  • Market size and forecast
    • Figure 9: China full service restaurant market, value sales, 2008-18
    • Figure 10: China full service restaurant market, value sales, 2008-18
  • Market growth drivers
  • Sustained economic growth
  • Ongoing urbanisation progress
  • Rising personal and household income
    • Figure 11: Per capita net income and actual growth rate of urban and rural residents in China, 2008-12
    • Figure 12: Number of full service restaurant outlets and revenue sales in China, 2008-12
  • Growing desire for family/friends gathering during leisure time
  • Potential barriers
  • Increasing cost of labour
  • Increasing cost of real estate rentals
  • Rising commodity prices
  • Anti-extravagance campaign
  • Market segmentation
    • Figure 13: Number of different restaurant types have been to in the past 12 months, October 2013
    • Figure 14: Frequency of eating out at different types of restaurants, October 2013

4. Companies and Brands

  • Key points
  • Key brands
    • Figure 15: Top 10 public listed full service restaurant chains in China, by revenue (RMB million), 2010-12
  • Company trend and innovations
  • Multi-brand strategy to cater to the needs of different consumer segments
  • Packaged food retailing becomes a new source of income
  • Companies
  • Fine Dining Full Service Restaurants
  • Hai Di Lao Hot Pot
  • Wow Prime Group
  • Beijing Xiangeqing Co.
  • China Quanjude (Group) Co.
  • Xiao Nan Guo Holdings
  • Casual dining full service restaurants
  • Ajisen (China) Holdings Ltd
  • Xiao Fei Yang (Little Sheep)
  • Pizza Hut
  • Tsui Wah Holdings Limited

5. The Consumer - Usage of Different Types of Restaurants

  • Key points
  • Different types of restaurants apply to different usage occasions
    • Figure 16: Occasions for eating out at restaurants, October 2013

6. The Consumer - Important Factors for Selecting Full Service Restaurants

  • Key points
  • Taste and hygiene are most important
    • Figure 17: Important factors for selecting full service restaurants, October 2013
    • Figure 18: Selected important factors in selecting full service restaurants, by income groups, October 2013
    • Figure 19: Selected important factors in selecting full service restaurants, by gender and age groups, October 2013

7. The Consumer - Attractive Value-Added Services

  • Key points
  • Consumers look for more flexibility in customising their dishes
    • Figure 20: Attractive value-added services, October 2013
    • Figure 21: Selected attractive value-added services, by gender and age groups, October 2013
    • Figure 22: Selected attractive value-added services, by income groups, October 2013

8. The Consumer - Factors Driving Consumers to Try New Restaurants

  • Key points
  • Special offers and promotions can act as effective energisers to restaurants to gain trial besides good word of mouth
    • Figure 23: Factors driving consumers to try new restaurants, October 2013
    • Figure 24: Selected factors driving consumers to try new restaurants, by gender and age groups, October 2013
    • Figure 25: Selected factors driving consumers to try a new restaurant, by income groups, October 2013

9. The Consumer - Attitudes towards Full Service Restaurants

  • Key points
  • Consumers show enthusiasm towards trying different types of dishes and restaurants
    • Figure 26: Attitudes towards full service restaurants, October 2013
  • There are opportunities for trade-up
    • Figure 27: Attitudes towards full service restaurants, by income groups, October 2013

10. Key Issue - Multi-brand Strategy to Appeal to Different Consumer Segments

  • Key points
  • Segmenting consumers based on psychographics
  • Tailor restaurant propositions to different consumer segments
    • Figure 28: Consumer segmentation, by important factors for selecting full service restaurants, October 2013
  • What does it mean?

11. Key Issue - High-end Restaurants to Appeal to the Majority of the Public

  • Key points
  • Spending on business meals and government's banquets is going to decline
  • Short-term goal - attracting mass consumers for trial
  • Menu renovation
  • Special lunch offers
  • Online promotion offers
  • Long-term sustainability - retaining premium brand image and building customer loyalty
  • High-quality food, good dining environment and rare food materials all contribute to premium value perceptions
    • Figure 29: Consumer segments, by selected attitudes towards full service restaurants (any agree), October 2013
  • Restaurant companies need to take into considerations consumers' purchasing capabilities when designing the menu
  • What does it mean?

12. Key Issue - Riding on the Healthy Eating Trend

  • Key points
  • Intensifying competition pushes restaurant companies to keep innovating their menus
  • Consumers attach great importance to food safety
  • Consumers are looking for healthier food
  • Menu innovation focusing on “healthiness” is the emerging trend
  • Adding “hygiene” elements into traditional Chinese way of cooking and sharing food
  • Menu innovation using healthy food materials
  • Emphasising healthy benefits of the dishes
    • Figure 30: Example: Health benefits of each of Shang-Tang's recommended soup, 2013
  • What does it mean?

13. Appendix - Frequency of Eating out at Different Types of Restaurants

  • Figure 31: Most popular frequency of eating out at restaurants, October 2013
  • Figure 32: Next most popular frequency of eating out at restaurants, October 2013
  • Figure 33: Most popular frequency of eating out at restaurants - Hot pot restaurants, by demographics, October 2013
  • Figure 34: Next most popular frequency of eating out at restaurants - Hot pot restaurants, by demographics, October 2013
  • Figure 35: Most popular frequency of eating out at restaurants - Foreign fine dining restaurants, costing RMB100 or above per person, by demographics, October 2013
  • Figure 36: Next most popular frequency of eating out at restaurants - Foreign fine dining restaurants, costing RMB100 or above per person, by demographics, October 2013
  • Figure 37: Most popular frequency of eating out at restaurants - Chinese fine dining restaurant, costing RMB100 or above per person, by demographics, October 2013
  • Figure 38: Next most popular frequency of eating out at restaurants - Chinese fine dining restaurant, costing RMB100 or above per person, by demographics, October 2013
  • Figure 39: Most popular frequency of eating out at restaurants - Foreign casual dining restaurant, costing less than RMB100 per person, by demographics, October 2013
  • Figure 40: Next most popular frequency of eating out at restaurants - Foreign casual dining restaurant, costing less than RMB100 per person, by demographics, October 2013
  • Figure 41: Most popular frequency of eating out at restaurants - Chinese casual dining restaurants, costing less than RMB100 per person, by demographics, October 2013
  • Figure 42: Next most popular frequency of eating out at restaurants - Chinese casual dining restaurants, costing less than RMB100 per person, by demographics, October 2013
  • Figure 43: Most popular frequency of eating out at restaurants - Fast food restaurants, by demographics, October 2013
  • Figure 44: Next most popular frequency of eating out at restaurants - Fast food restaurants, by demographics, October 2013
  • Figure 45: Most popular frequency of eating out at restaurants - Self-service buffet, by demographics, October 2013
  • Figure 46: Next most popular frequency of eating out at restaurants - Self-service buffet, by demographics, October 2013
  • Figure 47: Most popular frequency of eating out at restaurants - Café, by demographics, October 2013
  • Figure 48: Next most popular frequency of eating out at restaurants - Café, by demographics, October 2013

14. Appendix - Occasions for Eating Out at Restaurants

  • Figure 49: Occasions for eating out at restaurants, October 2013
  • Figure 50: Occasions for eating out at restaurants, October 2013
  • Figure 51: Most popular occasions for eating out at restaurants - Hot pot restaurant, by demographics, October 2013
  • Figure 52: Next most popular occasions for eating out at restaurants - Hot pot restaurant, by demographics, October 2013
  • Figure 53: Most popular occasions for eating out at restaurants - Foreign fine dining restaurant, by demographics, October 2013
  • Figure 54: Next most popular occasions for eating out at restaurants - Foreign fine dining restaurant, by demographics, October 2013
  • Figure 55: Most popular occasions for eating out at restaurants - Chinese fine dining restaurant, by demographics, October 2013
  • Figure 56: Next most popular occasions for eating out at restaurants - Chinese fine dining restaurant, by demographics, October 2013
  • Figure 57: Most popular occasions for eating out at restaurants - Foreign casual dining restaurant, by demographics, October 2013
  • Figure 58: Next most popular occasions for eating out at restaurants - Foreign casual dining restaurant, by demographics, October 2013
  • Figure 59: Most popular occasions for eating out at restaurants - Chinese casual dining restaurants, by demographics, October 2013
  • Figure 60: Next most popular occasions for eating out at restaurants - Chinese casual dining restaurants, by demographics, October 2013

15. Appendix - Important Factors for Selecting Full Service Restaurants

  • Figure 61: Important factors for selecting full service restaurants, October 2013
  • Figure 62: Most popular factors for selecting full service restaurants -Top three factors, by demographics, October 2013
  • Figure 63: Next most popular factors for selecting full service restaurants - Top three factors, by demographics, October 2013
  • Figure 64: Most popular factors for selecting full service restaurants - Rank 1, by demographics, October 2013
  • Figure 65: Next most popular factors for selecting full service restaurants - Rank 1, by demographics, October 2013

16. Appendix - Attractive Value-Added Services

  • Figure 66: Attractive value-added services, October 2013
  • Figure 67: Most popular attractive value-added services, by demographics, October 2013
  • Figure 68: Next most popular attractive value-added services, by demographics, October 2013
  • Figure 69: Other attractive value-added services, by demographics, October 2013

17. Appendix - Factors Driving Consumers to Try new Restaurants

  • Figure 70: Factors driving consumers to try new restaurants, October 2013
  • Figure 71: Most popular factors driving consumers to try new restaurants - Rank 1, by demographics, October 2013
  • Figure 72: Next most popular factors driving consumers to try new restaurants - Rank 1, by demographics, October 2013

18. Appendix - Attitudes towards Full Service Restaurants

  • Figure 73: Attitudes towards full service restaurants, October 2013
  • Figure 74: Agreement with the statement ‘It is fun to try a new type of dish', by demographics, October 2013
  • Figure 75: Agreement with the statement ‘It's fun to try a new restaurant rather than sticking to the same one', by demographics, October 2013
  • Figure 76: Agreement with the statement ‘I like people to know about my dining experiences', by demographics, October 2013
  • Figure 77: Agreement with the statement ‘It is worth paying more for a better dining experience', by demographics, October 2013
  • Figure 78: Agreement with the statement ‘It is worth paying more to dine at restaurants offering food of better quality', by demographics, October 2013
  • Figure 79: Agreement with the statement ‘It is worth paying more to dine at restaurants offering rare food on the menu', by demographics, October 2013
  • Figure 80: Agreement with the statement ‘Fine dining restaurants offer more tasty dishes than the casual ones', by demographics, October 2013
  • Figure 81: Agreement with the statement ‘Eating at fine dining restaurants is a reflection of my social status', by demographics, October 2013
  • Figure 82: Agreement with the statement ‘I would be interested in trying international cuisines that are difficult to cook at home', by demographics, October 2013
  • Figure 83: Agreement with the statement ‘I would rather stick to Chinese restaurants because I'm used to the taste', by demographics, October 2013
  • Figure 84: Agreement with the statement ‘Dishes made by professional cooks are more nutritious than those made at home', by demographics, October 2013
  • Figure 85: Agreement with the statement ‘I worry about the impact on my health when eating out at restaurants', by demographics, October 2013

19. Appendix - Target Group (Consumer Segments) Analysis

  • Figure 86: Target groups, by demographics, October 2013
  • Figure 87: Important factors for selecting full service restaurants, by target groups, October 2013
  • Figure 88: Attractive value-added services, by target groups, October 2013
  • Figure 89: Factors driving consumers to try new restaurants, by target groups, October 2013
  • Figure 90: Attitudes towards full service restaurants, by target groups, October 2013
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