早餐市場幾大困境

　　Several major challenges in the breakfast market

　　“跨界者”怎么突圍？

　　How can 'crossovers' break through?

　　相比于午餐和晚餐，早餐的特殊性在于售賣時間短，客單價低。

　　Compared to lunch and dinner, the uniqueness of breakfast lies in its short selling time and low unit price per customer.

　　首先，傳統(tǒng)的早餐店的售賣時間，主要集中在兩三個小時之內(nèi)，但同樣跟別的正餐一樣，在客流量大的地段，承擔高昂的房租、水電費、人力成本費，運營成本高。其次，客單價低，低價早餐已成為用戶的共識，一份中國傳統(tǒng)的早餐諸如包子、油條、粥、雞蛋等，客單價一般在1-3元之間，低客單價帶來了低利潤率。第三，出品快、打包快、配貨快是早餐要經(jīng)受的一大考驗，調(diào)查數(shù)據(jù)顯示，有81%的人早餐用餐時間在15分鐘以內(nèi)，42%的人用餐時間在10分鐘以內(nèi)。

　　Firstly, traditional breakfast shops mainly sell within two to three hours, but like other regular meals, they bear high rental, utility, and labor costs in areas with high foot traffic, resulting in high operating costs. Secondly, the customer price is low. Low price breakfast has become the consensus of users. A traditional Chinese breakfast such as steamed stuffed buns, deep-fried dough sticks, Congee, eggs, etc., the customer price is generally between 1-3 yuan. Low customer price brings low profit margins. Thirdly, fast production, packaging, and distribution are major tests that breakfast must withstand. Survey data shows that 81% of people have breakfast within 15 minutes, and 42% of people have breakfast within 10 minutes.

　　為什么眾多跨界者還要前赴后繼？這是因為，雖然早餐店雖然利薄，但卻是剛需，一旦形成經(jīng)營規(guī)模，整體利潤也不容小覷。那么，這些跨界者拿什么突圍？

　　Why do many cross-border players continue to advance one after another? This is because although breakfast shops may have thin profits, they are a necessity, and once they form a business scale, the overall profit cannot be underestimated. So, what do these cross-border players use to break through?

　　1、預制菜走向成熟，供應(yīng)鏈突破迎機遇

　　1. Prefabricated dishes mature, supply chain breakthroughs welcome opportunities

　　業(yè)內(nèi)人士認為，要克服早餐難題，標準化的供應(yīng)鏈是突破點，目前，這個時間點已經(jīng)到來。

　　Industry insiders believe that to overcome the breakfast challenge, a standardized supply chain is the breakthrough point, and currently, this time has arrived.

　　一方面，隨著“預制菜第一股”味知香的上市，即食食品、即熱食品、即烹食品的供應(yīng)鏈市場逐漸成熟，并受到資本市場關(guān)注，預制菜市場正在快速增長，并走向成熟。另一方面，餐企供應(yīng)鏈企業(yè)向第三方市場開放，并由原來B端市場向C端市場滲透，不斷迎合C端人群的消費需求。

　　On the one hand, with the listing of "the first stock of pre packaged food" Weizhixiang, the supply chain market for ready to eat food, instant food, and ready to cook food is gradually maturing and receiving attention from the capital market. The pre packaged food market is growing rapidly and moving towards maturity. On the other hand, catering supply chain enterprises are opening up to third-party markets and penetrating from the original B-end market to the C-end market, constantly catering to the consumption needs of the C-end population.

　　跨界者中如叮咚買菜、千味央廚、盒馬鮮生等企業(yè)，其本身已有成熟的餐飲食材供應(yīng)鏈渠道，在各自領(lǐng)域有了不錯的成績。這些跨界者進入早餐領(lǐng)域，以預制菜方式，在工廠做統(tǒng)一的產(chǎn)品研發(fā)、加工、配送至門店銷售，能夠充分發(fā)揮優(yōu)勢，大大減少人工制作成本，同時，加熱即售的菜品模式，減少了店鋪制作區(qū)域面積，節(jié)省了房租、水電費，以此來提高利潤。

　　Cross border enterprises such as Dingdong Maicai, Qianwei Central Kitchen, Hema Fresh, etc. already have mature catering ingredient supply chain channels and have achieved good results in their respective fields. These cross-border players enter the breakfast industry and use pre made dishes to conduct unified product research and development, processing, and distribution to store sales in factories. They can fully leverage their advantages and greatly reduce labor production costs. At the same time, the heating and selling dish model reduces the area of the store's production area, saves rent and water and electricity costs, and thus increases profits.

　　如，叮咚買菜開設(shè)的早餐店，店鋪面積只有15平，采用“冰廚+微波爐”的模式，將預制菜等冷凍產(chǎn)品冰柜冷藏后，顧客下單后用微波爐加熱即售。千味央廚的“早飯師”要求加盟者面積在20-30平，以千味央廚供應(yīng)鏈統(tǒng)一提供產(chǎn)品，如速凍油條等。統(tǒng)一加工標準化后的早餐，從巴比饅頭60%的毛利率可以看出，與大眾餐飲平均30%-40%的毛利相比，這是一門好生意。

　　For example, the breakfast shop opened by Dingdong Maicai has a store area of only 15 square meters and adopts a "freezer+microwave" model. Pre made dishes and other frozen products are refrigerated in the freezer, and customers can heat them up in the microwave after placing an order and sell them immediately. The "breakfast chef" of Qianwei Central Kitchen requires the franchisee to cover an area of 20-30 square meters and provide products, such as frozen deep-fried dough sticks, with the supply chain of Qianwei Central Kitchen. The standardized breakfast after unified processing can be seen from the 60% gross margin of Barbie Mantou, which is a good business compared with the average gross margin of 30% -40% for public catering.

　　2、重視門店、倉儲、配送的布局

　　2. Pay attention to the layout of stores, warehousing, and distribution

　　早餐的時效性，要求出品快、打包快、配貨快，除了后端供應(yīng)鏈的快速生產(chǎn)，還需要保證早餐的新鮮及品質(zhì)和便捷。因此，冷凍保鮮、配送、門店也是跨界者們要重點布局的。

　　The timeliness of breakfast requires fast production, packaging, and distribution. In addition to rapid production in the backend supply chain, it is also necessary to ensure the freshness, quality, and convenience of breakfast. Therefore, frozen preservation, distribution, and stores are also key areas for cross-border players to focus on.

　　如7-11、全家等便利店，利用已經(jīng)布局好的線下商圈門店網(wǎng)絡(luò)，以及門店成熟的結(jié)賬、收銀等流程，增加早餐的品類，對他們來說是先天的優(yōu)勢。數(shù)據(jù)顯示，鮮食在便利店能頂半邊天，對比日資便利店來看，羅森的鮮食銷售占比在40-50%，7-Eleven的鮮食銷售占比50%，全家的鮮食銷售占比超過40%，這類企業(yè)也是目前跨界早餐做的最好的。

　　Convenience stores such as 7-11 and FamilyMart have an inherent advantage in expanding their breakfast categories by utilizing their already established offline store network and mature checkout and cash register processes. Data shows that fresh food can hold up half of the sky in convenience stores. Compared to Japanese convenience stores, Lawson's fresh food sales account for 40-50%, 7-Eleven's fresh food sales account for 50%, and FamilyMart's fresh food sales account for over 40%. These types of enterprises are currently the best cross-border breakfast businesses.

　　盒馬鮮生、叮咚買菜等食材供應(yīng)鏈的跨界者，他們大多都有自己的前置倉以及物流配送體系，不同的倉儲模式，在選擇早餐品類上也要有不同。如，叮咚買菜在全國布局了950+前置倉，早餐店+前置倉模式自然會放大供應(yīng)鏈優(yōu)勢，因此，消費高頻、流轉(zhuǎn)快的早餐品類是它的主打；盒馬鮮生線下采用的是店倉一體模式，意味著既有零售功能，又要倉儲功能，因此，盒小馬早餐店的餐品品類多，主要集中在保證菜品新鮮和豐富度上。

　　Most of the cross-border players in the food supply chain, such as Hema Fresh and Dingdong Maicai, have their own pre warehouses and logistics distribution systems. Different warehousing models also require different choices in breakfast categories. For example, Dingdong Maicai has deployed 950+pre warehouses nationwide, and the breakfast shop+pre warehouse model will naturally amplify its supply chain advantages. Therefore, the breakfast category with high consumption frequency and fast circulation is its main focus; Hema Fresh adopts an integrated store warehouse model offline, which means it has both retail and warehousing functions. Therefore, Hema Breakfast has a wide variety of food categories, mainly focusing on ensuring the freshness and richness of dishes.

　　3、創(chuàng)新產(chǎn)品和場景，引領(lǐng)早餐消費升級

　　3. Innovative products and scenarios lead the upgrade of breakfast consumption

　　不少跨界者瞅準了早餐消費升級的機會，通過研發(fā)新的餐品和創(chuàng)新用餐場景突破。

　　Many cross-border players have seized the opportunity of upgrading breakfast consumption by developing new dishes and innovating dining scenarios.

　　隨著90后、00后等新的消費主力人群崛起，他們對早餐品類有了新的要求，“早餐吃好”成為新的趨勢。早餐不僅注重營養(yǎng)均衡搭配，還要吃的時尚有品質(zhì)。

　　With the rise of new consumer groups such as the post-90s and post-00s, they have new requirements for breakfast categories, and "eating good breakfast" has become a new trend. Breakfast not only focuses on balanced nutrition, but also on eating fashionable and high-quality food.

　　諸如星巴克、肯德基、麥當勞這些洋餐企業(yè)看到了機會。推出三明治、面包、咖啡等西式早點吸引部分年輕消費者。如星巴克推出的法式可頌、三明治等早餐、簡餐消費在30以上的產(chǎn)品，這類產(chǎn)品將早餐的客單價提高到20-50元左右。由餐企自己研發(fā)，更能控制成本，通過高客單價，實現(xiàn)成本的覆蓋；以差異化的早餐品類，引領(lǐng)消費者早餐升級。

　　Foreign food companies such as Starbucks, KFC, and McDonald's have seen opportunities. Introduce Western style breakfast options such as sandwiches, bread, and coffee to attract some young consumers. Products such as French croissants and sandwiches launched by Starbucks for breakfast and light meals with a consumption of over 30 yuan increase the average breakfast order price to around 20-50 yuan. Developed by catering companies themselves, it can better control costs and achieve cost coverage through high unit prices; Leading consumers to upgrade their breakfast with differentiated breakfast categories.

　　在場景上，這些企業(yè)也給消費者創(chuàng)造了多種用餐場景，如早餐店成為學習、社交的第三空間，延長了用餐時間；麥當勞、肯德基等快餐店也成為很多人學習、社交的重要場景，家長帶著學生學習、上班族客戶溝通、朋友見面，這些店都能提供舒適的空間、愉悅的社交氛圍，給消費者帶來不一樣的體驗。

　　In terms of scenarios, these enterprises have also created various dining scenes for consumers, such as breakfast shops becoming the third space for learning and socializing, extending dining time; Fast food restaurants such as McDonald's and KFC have also become important scenes for many people to learn and socialize. Parents bring their students to study, office workers communicate with customers, and friends meet. These restaurants can provide comfortable spaces and pleasant social atmosphere, bringing consumers a different experience.

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