早餐市场几大困境

　　Several major challenges in the breakfast market

　　“跨界者”怎么突围？

　　How can 'crossovers' break through?

　　相比于午餐和晚餐，早餐的特殊性在于售卖时间短，客单价低。

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

　　首先，传统的早餐店的售卖时间，主要集中在两三个小时之内，但同样跟别的正餐一样，在客流量大的地段，承担高昂的房租、水电费、人力成本费，运营成本高。其次，客单价低，低价早餐已成为用户的共识，一份中国传统的早餐诸如包子、油条、粥、鸡蛋等，客单价一般在1-3元之间，低客单价带来了低利润率。第三，出品快、打包快、配货快是早餐要经受的一大考验，调查数据显示，有81%的人早餐用餐时间在15分钟以内，42%的人用餐时间在10分钟以内。

　　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.

　　为什么众多跨界者还要前赴后继？这是因为，虽然早餐店虽然利薄，但却是刚需，一旦形成经营规模，整体利润也不容小觑。那么，这些跨界者拿什么突围？

　　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、预制菜走向成熟，供应链突破迎机遇

　　1. Prefabricated dishes mature, supply chain breakthroughs welcome opportunities

　　业内人士认为，要克服早餐难题，标准化的供应链是突破点，目前，这个时间点已经到来。

　　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，随着“预制菜第一股”味知香的上市，即食食品、即热食品、即烹食品的供应链市场逐渐成熟，并受到资本市场关注，预制菜市场正在快速增长，并走向成熟。另一方面，餐企供应链企业向第三方市场开放，并由原来B端市场向C端市场渗透，不断迎合C端人群的消费需求。

　　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.

　　跨界者中如叮咚买菜、千味央厨、盒马鲜生等企业，其本身已有成熟的餐饮食材供应链渠道，在各自领域有了不错的成绩。这些跨界者进入早餐领域，以预制菜方式，在工厂做统一的产品研发、加工、配送至门店销售，能够充分发挥优势，大大减少人工制作成本，同时，加热即售的菜品模式，减少了店铺制作区域面积，节省了房租、水电费，以此来提高利润。

　　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，叮咚买菜开设的早餐店，店铺面积只有15平，采用“冰厨+微波炉”的模式，将预制菜等冷冻产品冰柜冷藏后，顾客下单后用微波炉加热即售。千味央厨的“早饭师”要求加盟者面积在20-30平，以千味央厨供应链统一提供产品，如速冻油条等。统一加工标准化后的早餐，从巴比馒头60%的毛利率可以看出，与大众餐饮平均30%-40%的毛利相比，这是一门好生意。

　　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、重视门店、仓储、配送的布局

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

　　早餐的时效性，要求出品快、打包快、配货快，除了后端供应链的快速生产，还需要保证早餐的新鲜及品质和便捷。因此，冷冻保鲜、配送、门店也是跨界者们要重点布局的。

　　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，利用已经布局好的线下商圈门店网络，以及门店成熟的结账、收银等流程，增加早餐的品类，对他们来说是先天的优势。数据显示，鲜食在便利店能顶半边天，对比日资便利店来看，罗森的鲜食销售占比在40-50%，7-Eleven的鲜食销售占比50%，全家的鲜食销售占比超过40%，这类企业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.

　　盒马鲜生、叮咚买菜等食材供应链的跨界者，他们大多都有自己的前置仓以及物流配送体系，不同的仓储模式，在选择早餐品类上也要有不同。如，叮咚买菜在全国布局了950+前置仓，早餐店+前置仓模式自然会放大供应链优势，因此，消费高频、流转快的早餐品类是它的主打；盒马鲜生线下采用的是店仓一体模式，意味着既有零售功能，又要仓储功能，因此，盒小马早餐店的餐品品类多，主要集中在保证菜品新鲜和丰富度上。

　　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、创新产品和场景，引领早餐消费升级

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

　　不少跨界者瞅准了早餐消费升级的机会，通过研发新的餐品和创新用餐场景突破。

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

　　随着90后、00后等新的消费主力人群崛起，他们对早餐品类有了新的要求，“早餐吃好”成为新的趋势。早餐不仅注重营养均衡搭配，还要吃的时尚有品质。

　　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.

　　诸如星巴克、肯德基、麦当劳这些洋餐企业看到了机会。推出三明治、面包、咖啡等西式早点吸引部分年轻消费者。如星巴克推出的法式可颂、三明治等早餐、简餐消费在30以上的产品，这类产品将早餐的客单价提高到20-50元左右。由餐企自己研发，更能控制成本，通过高客单价，实现成本的覆盖；以差异化的早餐品类，引领消费者早餐升级。

　　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.

　　在场景上，这些企业也给消费者创造了多种用餐场景，如早餐店成为学习、社交的第三空间，延长了用餐时间；麦当劳、肯德基等快餐店也成为很多人学习、社交的重要场景，家长带着学生学习、上班族客户沟通、朋友见面，这些店都能提供舒适的空间、愉悦的社交氛围，给消费者带来不一样的体验。

　　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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