This golden week has sparked a ＂taste bud tour＂ and it has become a new trend to eat while shopping. More than 70% of the hot search words involve shopping malls.
Text/Yangcheng Evening News All-Media Reporter Shen Wei
Figure/provided by respondents
The Mid-Autumn Festival and National Day are "two festivals in one", and the Asian Games boom is superimposed. The tourism popularity of the "Eleventh" holiday has been rising all the way, and it is expected to usher in the most prosperous "Golden Week" in five years. Go to Ningbo to eat seafood, go to Ningxia to eat beach mutton, and go to Suzhou to eat hairy crabs … Around the Mid-Autumn Festival, the must-eat food in various places is hot and new, and the holiday "Taste Bud Tour" is continuing to become popular. Recently, the reporter learned from relevant platforms that as of September 20th, the number of food reservations in national dining halls increased by 112% compared with 2019.
The "Eleventh" holiday is approaching, and the catering service consumer market is busy again. Faced with the obvious recovery of consumption, many restaurants posted "recruitment notices" half a month ago, and planned ahead for "Golden September and Silver 10" through the online platform for the new autumn package and the live pre-sale.
In order to grasp the consumption peak of this super-long Golden Week and do a good job in the second half of the year, Chengdu Houtang Hot Pot began to recruit workers two weeks in advance. Compared with September, stores should recruit about 40% more part-time jobs during the National Day. 31 stores in Quanwuhan, Feifei Shrimp Farm have also started recruitment plans. Each store in popular tourism and business districts needs to recruit about 20 part-time jobs, which is twice as many as last year. At the end of August, Haidilao, a national chain, began to recruit people to reserve for the National Day. A manager of Haidilao said that he didn’t recruit any more employees during the May Day, but he made preparations in advance for the Eleventh Day and added six part-time employees during the holiday. "It is expected that the passenger flow in the Eleventh Day will be larger than that in the May Day, and there will be more family gatherings."
Zhu Jie, director of the operation of Jipin Xiaoxian, a must-eat restaurant in Shanghai, said that since the beginning of the month, customers have successively booked Mid-Autumn Festival packages through online platforms. At present, the booking rate of Mid-Autumn Festival has exceeded 80%. Feifei Shrimp Restaurant, a must-eat restaurant located on the pedestrian street of Jianghan Road in Wuhan, is expected to queue for three or four hours during the National Day, and the restaurant is making efforts to recruit more part-time employees.
Behind the new and early recruitment, it reflects that catering businesses have expectations for boosting consumption. In the first eight months of this year, the national catering revenue increased by 19.4% year-on-year, and catering has become a powerful representative of the booming service retail. In order to further enhance consumer confidence.
The reporter learned from the US Mission and public comments that the number of online reservations for restaurants nationwide increased by 112% compared with the same period in 2019. Compared with the same period of last year, the order volume of Mid-Autumn Festival "Reunion" theme group purchase package increased by over 90%, and the "Reunion Meals" in Shanghai, Beijing, Hangzhou, Nanjing and Tianjin were the most popular.
It is worth mentioning that many catering businesses have also made great efforts in menu and online operation this year. At present, it is the golden autumn season, and fruits, vegetables and catches have a bumper harvest. Fat Portunus crab in Zhoushan, Zhejiang, hairy crab in Yangcheng Lake, osmanthus fragrans in Manjuelong, Hangzhou … More and more seasonal ingredients are on the table all over the country.
The data shows that in the last week, the number of restaurants bought by Shangxin "Hairy Crab" and "Portunus Crab" increased by 140% compared with the same period of last year, and related orders increased by 260%; The number of food and beverage outlets that launched "Osmanthus fragrans" group purchase new products increased by 112%, and Osmanthus fragrans fermented milk tea, Osmanthus fragrans latte and Osmanthus Jelly were all hot-selling items.
On the eve of Mid-Autumn Festival and National Day, more than 20,000 catering merchants across the country moved moon cakes and hairy crabs to online through the US Mission. Many of them also launched live broadcast and group purchase and distribution capabilities, allowing users to enjoy special group purchases at the store and choose to deliver them home.
On September 25th, Yangcheng Yayuan, a farmhouse restaurant near Yangcheng Lake in Jiangsu Province, was busy packing hairy crabs and sending them to the whole country. Guo Yangkai, the post-90s boss, has his own docking farm. In the past, he sold hairy crabs by regular customers around him. This year, relying on the advantages of the Internet, he brought goods into the live broadcast room. "On the one hand, online channels attract customers from all over the country, and business can increase. On the other hand, we also want to accumulate passenger flow and word of mouth for restaurants." Guo Yangkai said.
Since the beginning of this year, concepts such as "shopping while eating" have caught fire. In this "double festival", it will become a new trend to enjoy food while walking around the streets because of "food".
The data shows that, near the Mid-Autumn National Day holiday, over 70% of the top ten hot search words related to "food" involved shopping malls and business districts, and the search volume of keywords related to "pedestrian street" and "food" increased by nearly 80% year-on-year. Chongqing Guanyin Bridge, Chongqing Jie Fangbei, nanjing xinjiekou, Wuhan Optics Valley/Luxiang, Shanghai Wujiaochang, Chengdu Chunxi Road, Shenzhen Convention and Exhibition Center, Shenzhen Longhua, Chengdu Huayang and Wuhan Jianghan Road all rank among the top ten in the country in terms of search volume and order volume, and are expected to become the hottest top ten business districts in the Mid-Autumn National Day.
Recently, more and more customers are dragging suitcases to punch in at many restaurants on Jianghan Road Pedestrian Street in Wuhan. "This year, people’s willingness to travel is very strong. Jianghan Road is very suitable for young people to play. It is expected that the passenger flow in the business circle will increase greatly during the National Day, and the queuing time of the business circle stores will be about three or four hours." Zhang Yang, the person in charge of Feifei Shrimp Village, said that the store’s business hours will be postponed for two hours, and group purchase packages for 3-4 people and two people will be added to improve the traffic conversion in the business circle and the service efficiency of the store.
It is worth mentioning that since the beginning of this year, all localities have used consumer gathering areas such as characteristic blocks and commercial complexes as the main carriers, and made full use of scientific and technological means to continuously enrich holiday consumption formats. From September 15th to 17th, wanda plaza in Guangzhou, Shenzhen and other places also went into the online live broadcast room to create a special online and offline food consumption promotion session, so as to create momentum in advance for the National Day holiday. During the Mid-Autumn National Day, the "Lohas Block" built by many governments will land in popular business districts such as Dongguan 33 Town, Chengdu Yulin West Road, Wuxi Nanchang Street, Dalian Gaoxinjin Street, Qingdao Taidong Pedestrian Street and Hefei Gui Street, and plan theme activities around the scenes of "eating, living, traveling and buying entertainment", constantly opening up new space for upgrading and expanding consumption.