how to turn new catering into new consumer goods?
What is the relationship between new consumer goods and new catering?
Xibei is a new catering brand. From Xibei to Jia Guolong Kung Fu cuisine, this is the relationship from new catering to new consumer goods.
If we say that from Xibei to Jia Guolong Kung Fu cuisine is the way out from new catering to new consumer goods, the more expensive it is, then from Weiqian Ramen to Ramen can be said to be the new direction from catering industry to consumer goods industry, the more “cheap” it is.
Why do we need double quotation marks for “cheap”?
Compared with Weiqian ramen, 20 yuan per capita Ramen is cheaper than 40 yuan per capita ramen, but in the convenient Ramen industry, or directly compared with retail Ramen of Weiqian ramen, ramen is slightly more expensive.
Ramen is just a new brand. In 2018, ramen will go online to tmall. In 2019, ramen’s annual sales will exceed 250 million yuan. In 2020, ramen’s annual sales will reach 600 million yuan. What’s interesting is that Weiqian can’t learn how to play ramen, neither can hefulaomian. The market demands of ramen and Weiqian Ramen are in fact overlapped. It can be said that the new consumer brands of food and beverage will inevitably affect the new catering brands. If a large number of post-90s and post-90s are willing to spend time cooking noodles at home, then, The value of noodle shops in the catering industry is very small.
This article will focus on the growth, mode, play, value and consumption of new consumer brands, trying to unravel the strong logic behind the new consumer brands. Then we need to find out the specific core of the new consumer brands, and see the relationship between it and the catering industry at present and in the future, such as the business path of the new consumer brands, and what kind of practical guidance it will bring to the catering industry?
What is the relationship between the rise of new consumer brands and the catering industry?
Let’s start with Zhong Xuegao, a new consumer ice brand. Earlier on, what made Zhong Xuegao the focus of attention was an Ecuadorian pink diamond ice cream with a price of 66 yuan, which was more expensive than Haagen Dazs, and almost set the highest price of a single ice cream. Even at such a high price, Zhong Xuegao still won the first place in the sales volume of tmall ice products on double 11 in 2018. Until today, when Zhong Xuegao sells dumplings and desserts, he still takes this expensive road.
If we only take the price as the criterion, we can see that almost all of Zhong Xuegao’s ice-cream is more expensive than the 99% ice-cream of Yili, Mengniu and keaiduo (affiliated to Unilever); Zhong Xuegao’s dumplings are almost more expensive than 90% of the high-end ones in Sanquan, Xiangxiang and Wanchai; Looking at the desserts, Zhong Xuegao’s desserts are priced at 150-250 yuan each.
For example, jiangxiaobai’s Meijian Qingmei wine for young people sold at 188 yuan per bottle, which almost broke the price ceiling of 80% of the Qingmei wine brands in the market; Another example is that the original price of 258g lotus root powder of liziqi is 237yuan, which can only be eaten for a week, while 99% of lotus root powder products in supermarkets are less than 50yuan, and can be eaten for almost a month
From these new consumer brands that have been established for only a few years, we can see that the new consumer brands are actually examples of “face slapping”. In a very short time, they have broken through the consumption problems that all the giants in the industry have been unable to break for several years or decades.
This kind of problem is also common in the catering industry, which can be called the pain point of the industry (for example, the product can not sell at a price; The rising price of food materials is approaching the profit red line, but the stores dare not raise the price).
Moreover, the new consumer brand has not created a new consumer market. It is a direct achievement by directly marching into the old market problems. For example, jiangxiaobaimei’s green plum wine was a cultural category with thousands of years of history, and there are many competitors. This is a certain red sea with slow development. Even ice cream has always been a regular product in the fifth and sixth tier cities and towns all over the world.
Strangely enough, it’s just this kind of conventional category that has run out of a series of new consumer brands. In terms of the pricing of conventional products, the industry pain point of price increase has existed for a long time, and even the well-known giants in the industry can’t rewrite it, but new consumer brands are born, and the whole category is reconstructed almost instantly.
First, new consumer brands raise the price of their products, which directly increases profits and improves quality; Second, the new consumer brand rewrites the market’s view on the original category. For example, brands such as Master Kong have spent a lot of effort in reversing the unhealthy cognition of instant noodles, but they have never succeeded. However, this pain point has been directly rewritten by the “self-interest” of the later “Ramen theory”.
From these two points alone, we can conclude that the new consumer brand has raised the previous consumption ceiling, which directly and redefines the new consumption ceiling.
So what is the value of this?
Xicha and chayanyuese are two typical cases. Xicha has transformed traditional milk tea into a new consumer goods, which directly establishes a new consumption ceiling. This has left the soil for the cultural reconstruction of chayanyuese, and finally given the market prosperity of the new tea industry two times.
We can see that new consumer goods and new catering brands are almost isomorphic. What we are concerned about is what kind of development direction will be given by such isomorphic meaning?
Gap and isomorphism between new catering brand and new consumer brand
New catering has a long history, but new consumption is only the beginning.
For the catering industry, new catering is in its late stage, but new consumption is just emerging. We can see that most new consumer goods are basically concentrated in the catering industry. It can be seen that new consumption will not only compete directly with new catering, but also compete with traditional catering, This seems to point out a new way: if the old way of new catering can’t go back, can new catering be or can it be new consumption?
Before we talk about this issue, let’s look at how new consumer goods are born and broken.
Take ice cream as an example, China’s ice cream enterprises have been adopting the profit model of small profit but quick turnover. The price of single ice cream is mostly less than 5 yuan. Although some old ice cream products have increased slightly in recent years, most of them can not balance the inflation rate of the times. This is the basic background and pain point of ice cream category. In addition, people’s consumption demand and payment ability for ice cream and other desserts have been visible. This is the historical background and market location of Zhong Xuegao’s landing.
Wang satin is the representative of the new oats snack category. Oats have long been a big and old traditional category, and most of the oats products are for the middle-aged and elderly people. Traditional oats are basically tasteless and troublesome (most of them have to be soaked in milk).
The main consumption force of traditional oats is indeed the middle-aged and old people, but don’t young people eat oats? Wang Satin gave a negative answer, it developed yogurt block, fruit block and mixed with a variety of nuts, meat floss, coconut chips, etc., and then upgraded the packaging appearance of oatmeal (and improved the appearance of oatmeal), reduced the weight of single product, and achieved instant eating. In 2020, Wang’s annual income will exceed 100 million yuan and will soon surpass the first share of oat.
Traditional Baijiu has done a lot to make up for young people, and even to learn Jiang Xiao Bai’s copywriting. But young people actually do not like to drink. They love new tiktok drinks with high value, low price, low alcohol and fresh taste, and are a young liquor brand that can be spread by small red books and can be heard by the group of shaking hands. It’s not a high-ranking and uninteresting brand.
Young people don’t like cooking? Can’t cook? Traditional enterprises are very conceited, thinking about how to turn Xiaobai into a catering chef, while Ramen says it’s just making delicious and fun ramen and telling young people: migrant workers should be better to themselves.
One of the labels of contemporary young people is that they can’t sleep, love chicken soup, and love the Internet. Ramen said and 999 Ganmaoling jointly launched the “warm heart chicken soup” gift box, and Wutiaoren band jointly launched the “sleepless Ramen”. They also did content marketing on e-commerce platforms such as xiaohongshu, xiakitchen, Taobao, and even included Omni channel online grass planting. Finally, they successfully entered the minds and lives of young people, Only in this way can it whiten the unhealthy instant noodles and become a necessary product of egoism in the kitchen.
Let’s look at rice. Young people may not like to cook, and they can’t cook for a long time. This is the background of consumption. From the perspective of categories, more than 80% of the rice eaten by Chinese people is old rice. China’s rice also belongs to the rough processing industry. The brand rate of rice products is very low. Under the integration of many pain points, Through the integration of the rice supply chain, HEMA launched a 600g fresh rice product with a price of 30 yuan.
Young people don’t like to cook, they can’t cook, and they are even more lazy to cook. There are three reasons behind it: first, if they don’t like cooking, they have the need to cook and taste fresh food (people always have to eat); Second, if you don’t know how to cook, there is a need for convenient cooking; Third, lazy to cook, which means cooking this thing needs to be fun.
The combination of the above three can be seen that this is not a conventional rice consumption category. It can be separated from the mass and affordable market (so there is no need to follow the cost-effective route). As a result, there is no need to wash fresh rice and high-end new rice consumption products with no water consumption.
What’s more, most of the newly emerging new consumption is beyond the cost-effective market and is satisfied with the quality market of niche, high-end and taste. They all have a distinctive feature, that is, small products created by small expensive products (small products can make your label less obvious).
From a superficial point of view, it seems that new consumer goods are mainly online, but new restaurants are always difficult to break away from the restrictions of offline stores. However, for Meizhou Dongpo, Jia Guolong Kung Fu cuisine and Haidilao online shopping malls, they can completely become new consumer goods, rather than compete in the cost-effective and low-cost consumption, let alone develop a high-end store of their own, And then in a market where there’s no one.
That is, we have to ask a question: why is the market acceptance of new consumer goods so high? What problems do they solve? What is the same core behind the new catering and new consumer goods?
New catering brands and new consumer brands,
What is the same core behind the two?
Take instant noodles as an example. Is it because instant noodles are unhealthy that young people don’t like to eat? Is the success of ramen because it eliminates the unhealthy properties of instant noodles?
There are also headaches in the catering industry. For example, if a restaurant’s business is not good, will the store’s business get better by distributing content, launching some new products and lowering prices? The answer must be like Master Kang. If the direction is wrong, the harder you work, the more money you waste. Because the problem is wrong, so is the plan.
Ramen said that they didn’t pay attention to the health or unhealthy of instant noodles at all, and consumers didn’t care whether instant noodles were healthy or not (as we all know, washing white is useless, just like staying up late is not good, but people still boil it very frequently). They only pay attention to these four points: appearance value, content, delicious, sense of ceremony.
Beauty is the presentation of packaging, the content is whether the product can become a group social currency, the sense of ceremony is whether the thing is worth the price, and delicious runs through the whole connotation of the food industry. Take Zhong Xuegao as an example. Even the stick and stick of ice cream can be eaten (made of natural degradable pure straw). The beauty comes from the product packaging and the Chinese style tile shape of ice cream, so as to achieve the scarcity and originality of the product.
In other words, the value of new consumer goods lies in the integration of beauty, content, taste and ritual. Even if competitors or giants copy 100% of the star products, they still can’t copy the connotation of the products.
We can see from brands such as Wang satin, Zhong Xuegao, Meijian and ramen saying that conventional consumer goods are making products, while new consumer goods are developing products, which has become the key to new consumer goods. New research and development is to jump out of the perspective of products, leap and integrate the beauty, content, delicious, ritual sense, etc., and logicalize them.
In other words, appearance and ritual design also belong to the research and development of new consumer goods. Because beauty, content, taste, sense of ceremony and research and development are big and complex contents, today’s article can’t discuss chopsticks play thinking one by one, but we can choose one of the most important points to do the core interpretation, for example, what is the core of delicious?
From the perspective of chopsticks play thinking, in the field of R & D evaluation, delicious food should meet at least five points: sustainability, competitiveness, originality, cultural traceability and universality.
Many people can’t help themselves when they eat their own products. For example, if they feel delicious at the first bite, they think that this product can go to heaven. Persistence is used to treat this kind of self hi mood. The persistence of delicious food means that three meals a day are eaten continuously. One day is a cycle. After 1-6 cycles, there are 1-6 durations. The specific cycle of persistence determines the specific taste of the product.
Competitiveness means that we eat our own products and then our competitors’ products. Is it possible to buy back? The originality can be known from Zhong Xuegao’s tile design; Cultural traceability is extended from the perspective of products. For example, tile is the aesthetic of Chinese style, and the demand for sweetness is embedded in people’s genes and memories; Universality is that one feels delicious, so do other people also feel delicious?
In this whole cycle, only a single evaluation can pass.
Whether it’s new consumer goods or traditional consumer goods, whether it’s new consumer brand consumption or restaurant consumption, there is no difference in the consumer side. Good sales only come from good products. After all, no one is stupid enough to buy a bad product to make himself angry.
New consumption brings new catering
Development dilemma points to a new road
Wang satin and ramen said that they were a small brand earlier. Why did they suddenly come out? In fact, the second generation of the factory is very open to new brands. Even if the first batch of goods only accounts for less than 10% of the total capacity, they are willing to take orders, because they know that a small brand today may become a big brand they can’t afford tomorrow.
This brings a wake-up call to the whole industry chain circle: first, we should make good use of external resources; second, we should be optimistic about external demand.
New consumer brands will quickly get insight into the changes in the market and the available resources, and then link them together to create a new brand, but in the final analysis, most people in the catering industry are still behind closed doors. Take the appearance value as an example, there are many aesthetic design service providers in the industry, and catering aesthetics is indeed a big explicit demand of market consumption. But the actual aesthetic design in the catering industry is basically completely different from the aesthetic needs of customers, not to mention the logicalization of appearance, content, delicious, ritual and so on.
From the perspective of chopsticks playing thinking, market problems and market opportunities are dialectically unified. In other words, the existing problems in the market are equal to the future opportunities of the market. We see five problems and the path of opportunities behind the problems
1) From the model and future of new consumer goods, we can see that new consumption is still the available dividend of market development. Who can integrate the logic of beauty, content, delicious food and ritual sense, and then unify it with market demand to establish a brand through output, is the next high-quality new consumer brand.
2) Who can make new consumer products more suitable for consumer demand, who can have a certain market pricing power.
3) In other words, if Jia Guolong’s Kung Fu dish is really a good product, whether it’s called Jia Guolong Kung Fu dish or Ramen Kung Fu dish, it’s not a big point, because under the new consumption logic, the product is more important than the brand.
4) Only by unifying market resources, market demand and product solutions, can new consumer products be created and the actual market pricing power be obtained.
5) The new consumption logic needs innovation and originality, and needs to develop a new category, such as from conventional rice to canned wash free instant rice. But it must not be divorced from the established cultural needs. People need new rice, not unknown new staple food.
Finally, we should add that new consumer brands do not really follow the cost-effective route. First, they have a certain degree of product confidence. Second, new consumer brands have higher investment and greater risks (R & D costs are more expensive and R & D paths are more complex), so they need higher profits as a guarantee. This just shows that now is the beginning of the development of new consumer brands, Once the new consumer category is established, the supply chain of the new consumer category is sorted out, and then the competition is established, the cost-effective new consumer category will become inevitable.
For the catering industry, new catering has almost become “old catering”. How to turn new catering into new consumer goods is a clear road, but it still needs the industry to practice and open up. In short, about the market track and development logic of new consumer goods, it is worth more attention of catering brands.
Author: Li Sandao; Source: chopsticks play thinking (ID: kwthink), reprint has been authorized. Joining the community: Cherry (wechat: 15240428449); Business cooperation: Amy (wechat: 13701559246). Recommended reading Chinese bittern | Dairy snacks | 100 billion light food | Children’s snacks Popular trend of vinegar beverage cherry tea brand for women New trend of dairy products High tech restaurant plant protein beverage NMN Take away packaging brand keeps alive | Innovation interview – Ling Ting | New Xiu brand | Trend insight | Packaging outpost fbic 2021 food people are “watching”
Unscramble the popular logic of ramen theory, wangman saturated Meijian and so on, new consumption will guide the way for new catering?