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哀鸿遍野下,团餐品牌异军突起

2023,团餐市场可能要变天……

为什么都瞄准了这块香饽饽?

餐饮业的最后一片蓝海——团餐,作为1.8万亿级别的赛道,在后疫情时代已经藏不住了。

2023,团餐市场可能要变天……

被唤醒的沙丁鱼们

从2020年开始逐步“泛红”的餐饮蓝海净土——团餐领域,在迈入疫情终局的2023年后,又红了几分。

去年末,团餐领域头部品牌上海麦金地集团股份有限公司(以下简称「麦金地」)宣布完成劲邦资本、天味食品2亿元融资,将用于集团数字化转型、人才引进、加速新项目发展等。

起步于2008年的麦金地,以团餐管理服务和城市餐饮安全投资运营为主要服务内容,在业务发展的过程中,也逐步为团餐行业创新更迭出新的项目,比如学生餐供应链模式等。

以麦金地的融资事件作为切点,放眼望去,行业规模超过万亿级别的团餐市场,近年来声音不断。据《2022年度中国团餐发展报告》显示,2022年1-5月,团餐行业共发生43起投融资事件,总金额达到77亿元。

2021年末,创立于2011年,主要业务覆盖员工餐、活动餐、商务宴请等服务的数字化团餐平台美餐,宣布完成1亿美元E轮融资。资金将主要用于产品研发投入、海外市场业务推广、供应链体系优化以及组织能力的提升。

该轮融资完成后,美餐表示已经成为团餐领域融资轮次最多、融资规模最大的企业。

另据内参君独家获悉,成立于1999年,目前国内最大的团餐品牌千喜鹤,也正在积极对外融资,本轮计划融资2亿元人民币。

除了团餐头部品牌们的声音外,不同领域的餐饮食品消费企业、互联网科技企业们也张开了嘴。

去年8月,茶饮品牌喜茶宣布推出喜宴团餐模式,新人凭结婚证团购时可享受团餐优惠;同月,食品领域头部品牌双汇食品宣布成立团餐事业部;美团、饿了么等平台也在上海疫情背景下推出社区团餐业务;海底捞、必胜客等社餐头部企业,也开始在团餐业务上跃跃欲试……

资本加持、新玩家分食、国家队下场,曾经低头顾自己、闷声发大财的团餐老玩家们,而今伴随着各类变量,如同在沉睡中被唤醒的沙丁鱼。

1.78万亿的团餐市场,发展能有多迅速?

团餐的发展速度让很多人始料未及。现如今的团餐已经有了1.78万亿的市场规模,对比同期2.90万亿的社餐规模,开始奋起直追。公开数据显示,2026年中国团餐市场规模有望达到3.6万亿。

市场大、规模大固然可以体现出团餐在我国餐饮市场的分量,但团餐的增速同样也不可小觑。数据显示,2019 年我国团餐在餐饮业中占比33.23%,到2020年这一比例将在35.75%,在我国餐饮业中占比中强势攀升。

反观疫情三年,我国整体餐饮大盘并不向好。在2020年,餐饮市场总规模同比下降15.4%,2021年餐饮市场勉强回暖,但增速依旧不容乐观。

但据《2022年度中国团餐发展报告》显示,即使在这样的餐饮大背景下,团餐市场在2020年仍有2.0%的微弱增长,规模达1.5万亿元;在2021年实现了15.8%的增幅,市场规模近1.8万亿元。

与此同时,疫情让团餐这块蓝海被无限放大,赛道涌入不少新玩家。

天眼查数据显示,我国目前有超8.6万家团餐相关企业,其中五成以上企业成立于5年内,以工商登记为准,今年新增团餐企业近3400家。

不仅是新秀们在争相入局,国外资本也在不断布局国内团餐市场。

如全球团餐三巨头中的索迪斯和爱玛客已经进入了中国市场,并已跻身中国团餐十强。他们正在利用自己既有优势和资源进入团餐产业链不同环节,这预示着行业的竞争加剧。

再来对照海外情况。数据显示,在中国百强团餐企业中,2020年市场份额占比仅为6.7%,营收超过30亿的企业只有3%,营收百亿以上只有一家。远不及美国团餐行业前十强的市场集中度80%、日本和韩国约60%。我国团餐行业头部选手,寥寥无几。

但另一方面也意味着我国团餐行业集中度有着很大的提升空间,极具开发潜力。

团餐玩家大盘点

疫情不仅让“闷声发大财”的老玩家逐渐浮出水面,也让一些强有力的竞争者崭露头角,内参君将从各个方面盘点这些竞争激烈的新老玩家。

先从近期融资时间线来看:

2021年7月,北京健力源餐饮管理有限公司完成首轮融资,金额高达亿元人民币,上海国盛集团旗下的国盛资本等多家资本参与投资。

2021年8月,上海麦金地集团股份有限公司也宣布获得光大控股消费基金3亿元战略投资。

2021年11月10日,数字化团餐平台美餐宣布完成1亿美元E轮融资。此轮融资完成后,美餐将成为团餐领域融资轮次最多、融资规模最大的企业。

2021年12月,乐禾食品集团股份有限公司完成数亿元E轮融资。乐禾食品自2015年12月完成第一轮4000万元融资以来,基本保持每年至少一轮融资的速度。截至目前,乐禾食品已完成8轮融资,其中,美团龙珠已经连续投资了4轮。

2022年年底,上海麦金地集团股份有限公司宣布完成劲邦资本、天味食品2亿元融资。同时,麦金地已经是7年时间中第四次获得融资。

再从定位派别上来看:

行业开始出现了分化和群聚效应,即部分规模小、盈利能力差的团餐企业逐渐被市场淘汰,好的则越来越强,于是,有的企业成了片区的小龙头,有的则成了省级的大龙头。

  • 有原就发力团餐的运营商千喜鹤、麦金地、德保膳食、荷特宝等。

在这一众老玩家中,麦金地凭借强大的“中央厨房+冷链配送+物流终端+健康数据”全国供应链集群,成为了老牌中的特色团餐企业。麦金地客户众多,且赫赫有名,官网内容显示,集团合作的企事业单位有500余家,包括华为、通用电气、阿里巴巴、西门子、微软等。

图片来源:麦金地官网

而1993年成立的千喜鹤,作为团餐市场中最有资历的老大哥,几乎承担了全军3/4的军事院校、3/5的武警院校和2700余家大型企业、地方院校、政府机关及医院等的后勤食堂工作,每日为600多万人提供一日三餐的饮食服务工作。

作为唯一过百亿的团餐品牌,千喜鹤旗下的禧云国际搭建起了整个团餐的生态链服务。目前已经成功孵化出200+个餐饮品牌,覆盖基本伙、休闲食、轻食西点、特色小吃等多样美食,助力传统团餐走向更加多元化的服务模式。

  • 有选择在供应链下功夫的乐禾食品、美餐、禧云国际等;

  • 有团餐新秀智慧食堂企业雄伟科技,潘多拉,望家欢、新又好等;

  • 还有一众生鲜平台也来凑热闹,阿里、京东、拼多多、美团这些大平台,还有滴滴、美菜、兴盛优选等这些新来者,几乎都建立了自己的生鲜供应链……

但现阶段很少有企业具备全国扩张的能力和跨区域经营的能力,既有玩家基本上还是在家门口竞争,还没有能力和弹药到更远的地方开疆拓土。

团餐市场的未来如何?

根据中国饭店协会团餐专业委员会与宸睿资本联合发布的《2022年度中国团餐发展报告》数据预测,团餐行业将会保持10%的增长率,预计2023年达到约2万亿元市场规模,2026年将达到3.6万亿左右。

横览团餐市场,行业规模超过万亿级别,从市场占比来看,团餐行业占餐饮业总收入38%左右,在餐饮所有业态中仅次于正餐市场。

但纵深来看,团餐市场所面临的问题并不少。

首当其冲是市场挑战。受社会资源以及外部环境的不确定性影响,各类原材料成本不断上涨,中央厨房建设压力大,团餐企业大多面临着巨大的成本压力,加之大部分团餐场景所主要面对的学生、老人群体对于食安问题更为重视,团餐企业的责任压力也在连年增长。

此前,部分企业尤其是互联网企业开始为过冬做准备,被视为福利的食堂与工作餐被缩减,还有的企业通过减少供餐量、缩减供餐时段、缩短合同周期,限制毛利率上限,拉长结款流程等手段降本,进一步压缩了团餐企业的利润。

此外,团餐行业虽规模比例大,但行业分散、规范程度低、管理水平差异大等问题也始终萦绕在侧。

根据天眼查数据显示,国内目前团餐相关企业超过8.6万家,但百强企业营收占比不超过7%。行业市场集中度低,竞争格局高度分散,且大部分企业多困于各自区域内发展,很难向外拓展。

一方面行业发展脚步迅速,另一方面制约因素也相对明显。超前的市场空间与相对滞后的业内发展,团餐行业,处于核心矛盾期。

但在另一维度上这也意味着,团餐企业们正怀揣着超乎想象的上升空间。

过去三年,在疫情冲击之下,国内餐饮企业艰难求生,团餐相较于社餐,无论是刚需性方面,还是抗风险能力上都更为优秀和突出。

而特殊时期的集体配餐、企业团餐培养了一定的消费能力和消费习惯。当新工具和新方式的出现,消费习惯养成时,即使政策放开,大家也会发现“再也回不去了”,新玩家将裹挟着老玩家们,再次出现在大众视野当中。

未来三年,可能将是团餐行业发生剧烈化学反应的三年。