Helen’s bistro bucked the trend of expansion and achieved initial results, and the bistro business continued to develop

2022-07-13 0 By

Recently, Helen Division released 2021 performance announcement, revenue of about 1.836 billion yuan, a year-on-year growth of 124.4%;Operating profit was about 305 million yuan, up 100.2% year on year;Adjusted net profit was about 100 million yuan, up 32.3% year on year.Helen’s revenue comes from the rapid expansion of its pub network.In 2021, the number of pubs in Helen’s division will rapidly increase 122.8 percent from 351 at the end of 2020 to 854, covering 154 cities across the country.Same-store sales at Helen’s continued to grow despite the disruption of COVID-19 and related containment measures.Helen’s rapid increase in the number of stores and revenue is also a microcosm of the scale expansion of the bistro industry in 2021.According to the latest “Development and Benchmarking Case Study Report of Chinese Bistro Industry in 2021-2022” released by iiMedia Research, the market of Chinese bistro industry in 2021 was 128.04 billion yuan, up 26.2% year on year.Helen’s and the bistro industry have grown in tandem, thanks to both upstream supply and downstream demand.Data shows that the output of alcoholic drinks in China tends to be stable in the past four years, reaching 5407 million liters in 2021.Iimedia analysts believe that China’s wine industry continues to adapt to market changes, production and market demand basically maintain a reasonable space, can steadily support the expansion of the bistro industry.The downstream demand and consumption driving effect is obvious + high stickiness users, resisting the economic cycle. In recent years, the night economy continues to expand, and consumers have increased the time and frequency of entertainment at night.Unlike in the past, consumers like to “drink together” or “stay drunk” in KTV, bars, nightclubs and restaurants, with the upgrade of consumption, consumers’ demand for drinks and entertainment is no longer limited to this, but becomes more diversified, personalized and social.And with the rise of low-alcohol alcohol, even “non-drinker” consumers are becoming addicted to a glass or two.The advantages of bistro are also highlighted, with low-alcohol wine as the main products, a wide border, can be superimposed many formats, “bistro +” compound business model widely exists, and the decoration style is diverse, can firmly seize the “appetite” of customers.The data showed that 65.1 percent of Chinese bistro consumers made purchases at least once a month, and nearly 20 percent of bistro consumers usually made purchases once a week.The high frequency consumption scene of drinks has gradually shifted from traditional KTV, bars and other places to pubs.Moreover, the driving effect of bistro consumption is also very obvious.According to the data, 57.5% of Chinese bistro consumers said that the number of people who usually go to bistro is 2-4, among which 2 people go with them, accounting for 31.4%. There are few cases where they go alone or more than 5 people, and most of them are “about to meet three or five friends”.Imedia analysts believe that pubs provide consumers with a good social atmosphere and a comfortable gathering environment, suitable for daily gatherings of friends, colleagues and other small groups.The extension of the social chain has brought multiples of sales growth to the tavern, while the comfortable, light entertainment environment and the formation of frequent consumption scenarios have fostered a high level of engagement.Strong downstream demand has also helped Helen’s and the bistro industry weather the economic cycle.Looking to the future of the industry, Helen’s annual report points out that Helen’s will expand its pub network while strengthening digital empowerment and application and refined management, and expand its layout in the declining market.After all, the closure of Haidilao and hot pot restaurants is a cautio4.It is expected that the scale growth of the bistro industry will fall, and the expansion of stores will also enter a bottleneck period. In this case, the importance of operation management is self-evident to ensure stable scale growth and sustainable operation of stores.In the digital economy era, digital technology is an important tool for bistro industry to improve the efficiency of operation and management, which will help the stable development of the industry.