China Food

Why do you put cheese in net red food?

cheese changes the fate of catering?
Cheese is becoming more and more unruly in catering occasions. At first, it is only covered with sweet potatoes or potatoes, which are similar to its initial partner – bread. Later, it doesn’t even let go of the liquid.
No matter what new tea drink you like, you can’t save the cheese milk cover. Contemporary young people can tolerate little or no sugar, but they can’t give up the milk cover mixed with salty and milk flavor.
Even earlier, cheese has penetrated into the back kitchen of restaurants, especially traditional Chinese restaurants. The “green tea” of the early generation of wanghong restaurant added baked shrimp with cheese to the menu; the banquet hall of Black Pearl Restaurant, which specializes in Beijing and Shandong cuisine, sold cheese shark fin rolls; even the atmosphere of Beijing roast duck, added a cheese milk cover to the small hanging pear soup!
To some extent, cheese even unifies the tastes of the north and the south. There is still a dispute between meat and vegetables, sweet and salty dumplings and even bean curd. When it comes to cheese, young people have a surprisingly consistent attitude: be thick, mellow and not greasy.
I still remember the increase of non-governmental exchanges between China and foreign countries around the millennium. Many foreign friends who came to China to travel asked “why there is no cheese in Chinese food.” can the Chinese stomach digest foreign cheese “was also a new topic often discussed by traditionalists and innovators in the catering industry.
From “lactose intolerance” to “no cheese”, how did cheese conquer young people and dominate the catering industry in the past decade?
Cheese rescue restaurant
In the autumn of 1992, Luo Hong, a native of Ya’an, took several brothers to a store in Lanzhou. In the past, he sold cakes in the mode of “factory behind the store”. In order to get a good intention, this cake store was named “Haolilai” Maybe it was named metaphysics, or there were too few Western-style cake shops at that time. In short, this cake shop conquered the city all the way from the northwest and opened more than 600 chain stores in the country in five years.
However, the moat of the cake shop is not high. With the birth of other brands, Holly’s dominance has become a hundred flowers bloom. Although the management team has turned its attention to traditional foods such as moon cakes and dumplings. However, there are old stores such as Daoxiang village and eldest brother’s room before, and then there are husband and wife stores with lower cost and price. Holly’s competitive advantage is not large. In addition, Holly’s own pricing is not low, and it used to be popular in the past The stores that have been saved up are gradually deserted.
A box of cheese changed the fate of holly. In 2015, Holly came out of the “half cooked cheese”. From the copywriting, packaging to propaganda, the early “local flavor” changed the Japanese style of refreshing. The product became logical for the 2015 snack. The monthly sales volume of Tmall alone reached 40 thousand boxes in the off-season and 100 thousand boxes in the peak season.
Having tasted the sweetness brought by cheese, Haolilai simply built its own “cheese Empire” and successively launched products such as double-layer cheese cake, cheese egg tart, cheese strip, cheese bean milk block and so on.
Cheese saved more than good fortune. Around 2015-2018, there was a “cheese cake” fever in large and small cities in China. Unknown uncle chase and grandpa ricko attracted people to line up with a piece of cheese cake. More franchisees said that they could get back to their money in about a month or so.
Nowadays, the war between uncle and uncle has become a thing of the past. Due to the problems of single products, excessive hunger marketing and too many shanzhais, these two brands have successively embarked on the old road of closing stores and shrinking. However, cheese has taken root in pastry stores. Even the Mo Mo dessert Bureau, which specializes in Chinese pastries, has a place for cheese crispness.
Cheese’s contribution to the new tea, not to mention the question of “who is the first original cheese tea” brand, is enough to make several brands such as Xi tea, Naixue and LeLe tea for a few days and nights. Different from the popularity of coco, typhoon shelter and other brands relying on “pearl milk tea” in the early years, the killer mace of this generation of new tea is the salty, sweet and milk milk cover.
At the beginning of the birth of cheese tea, the cheese milk cover was only a thin layer, and the main content was the tea below. Now it is different. The new tea has entered the arms race. Whoever has a more thick cheese milk cover can retain the young people’s heart of liking the new and hating the old.
Some famous tea brands in the market have launched milk covered tea. In the little red book, “more milk covered and mellow taste” is the key to whether a product can be recommended. In the evaluation of black tea “tea beauty and color”, the occurrence rate of “milk covered is very thick, Juezi”, “adding a cream tastes more mellow” and “milk covered is not greasy” is very high.
Cheese affects not only restaurants, but also small snacks that are snapped up within a limited time in the live broadcasting room. Sausage and preserved meat can be married with cheese. When introducing products, the anchor will emphasize “being able to pull silk” and “full of milk flavor” to show that there is enough cheese.
It is said that generation Z likes the new and hates the old, but is very loyal to cheese. Why are young people willing to be conquered by cheese? Let’s start with its “superior history”.
Cheese is so “superior”
Dairy products were not purely imported. The ancients also had the habit of eating dairy products. In a dream of Red Mansions, Mammy Li scolded the fox for a bowl of sugar steamed crisp cheese (sweet milk), which made the Yihong hospital restless. In the notes on eating and living of the royal family in the Qing Dynasty, it was also mentioned that empress dowager Xi liked milk tea, milk cakes and other dairy products.
However, due to cooking habits, geography and climate, most Chinese people do not have such a deep love for dairy products except in alpine or arid minority areas. In the 1990s, experts from the national food and nutrition advisory committee proposed to promote the drinking of milk by primary and middle school students in school. But even if the habit of “drinking milk every day” is cultivated, most primary and secondary school students do not drink because they like it, but to strengthen their body.
Later, the popularity of cheese among Chinese people was directly related to Korean pop culture. Influenced by the United States, Koreans are very enthusiastic about cheese, and the per capita cheese consumption is as high as 3.2kg. Compared with pure western cheese, this wave of Korean dairy products is also more suitable for Chinese people’s eating habits.
Hard candy Jun learned from a catering person that although cheese has become a hot spot, Chinese people’s acceptance of traditional cheese has not improved much. “It is better to say that the improvement of dairy products is more in line with our people’s taste than the high acceptance of dairy products.”
The ability of Korean dramas to bring goods is amazing. In those years, a star you made a combination of beer and fried chicken popular. Unlike beer fried chicken, which has such a landmark drama blessing, cheese’s ascendancy depends on its long-term subtle penetration and influence. It’s hard to say which Korean drama has highlighted cheese food, but when you think about it carefully, each Korean drama has the shadow of cheese:
When they first met, they had a cheese pasta in a reserved place in the restaurant. When they were in love, they sat opposite each other and ate a pot of cheese instant noodles. When they were lovelorn, they drank tears and ate fried rice cakes with cheese. These clips are repeated constantly, “cheese” has been implanted in the hearts of the audience.
In addition to Korean dramas, Korean Aidou is also the promoter of “cheese”. The competition between Aidou is fierce, and large and small brokerage companies will launch a large number of Tuan Zong solid powder, especially the Tuan Zong that records Aidou’s daily life. In addition to practice and running, ADU’s daily life is three meals a day. Cheese ribs and cheese pot are the first choice for Adu to go out for dinner. As a fan, I naturally hope that all the food, clothing, housing and transportation will be the same. Korean restaurants such as cheese ribs and volcanic ribs will enter China. Fans must be the first to punch in.
In particular, cheese snacks in Korean dramas do not have high requirements for cooking technology, and even have no threshold. People who want to see the business opportunities behind them launch street snacks such as cheese sweet potato and Cheese Potato, so that cheese can break through the wall from the audience of Korean dramas and rice circles to the public.
After that, eating and broadcasting further expanded the influence of cheese. Japan’s big stomach king, Youxiang Muxia, was ridiculed that “there are three treasures under the wood, cheese, eggs and meinaizi”, because the frequency of these three ingredients is too high. The Muxia recipe has been improved by other creators, and the cheese has broken the circle twice and many times.
“Western style cheese has a strong smell of mutton and appears as a main dish. However, the popular cheese in China has a lighter taste, retaining only salty and milk flavor, which is more like a kind of seasoning. The difference between the two is like milk and yogurt.” the catering person told hard candy Jun.
In addition to seasoning, cheese is also endowed with various functions. “Cheese is concentrated milk”, “people who are lactose intolerant can eat cheese”, “cheese calcium supplement is a high-quality protein”, which makes cheese further impress the young people of “Buddhist health preservation”.
Sugar free tea will inevitably taste bitter and astringent. The cheese milk cover interwoven with salty and sweet can make up for this sugar free defect. So the young people who talked about sugar discoloration refused to add sugar to the tea and added double or even triple cheese milk cover, “cheese won’t get fat, it will make me healthier”.
Giant tianchai cheese hot
Cheese fever naturally drives the development of domestic cheese industry. According to the data of China Dairy Industry Association, China’s per capita cheese consumption was less than 0.1kg in 2017 and rose to 0.23kg in 2020. In the same period, the cheese market reached 8.843 billion yuan, a year-on-year increase of 22.72% over 2019, and the compound annual growth rate from 2006 to 2020 exceeded 20%.
Although today’s young people are not happy without cheese and have to buy double milk covers, on the whole, the cheese market is still in its infancy in China. China’s per capita cheese consumption is 0.32 kg / year, not to mention compared with the United States and other western countries, even compared with South Korea.
The growth rate of traditional liquid milk slows down, and milk enterprises are anxious to break through. High value-added cheese is a promising new direction. A few years ago, domestic milk enterprises mainly focused on the children’s cheese market, and miaokerando was one of the representatives. By relying on the “cheese stick eaten by children”, they tore a hole in the traditional giant milk enterprises (I don’t know what the children taste, this thing is really not delicious).
Of course, children’s business should be done, and so should the market for adults. In 2018, Mengniu and Yili, the old rivals, established the cheese business department. Last year, Beijing Sanyuan also set up a new business unit, with a whole dairy product line dominated by cheese, which mainly provides procurement solutions for catering, schools, western fast food, baking and tea markets.
Cheese is inseparable from new consumer brands. Chinese restaurants welcome cheese dairy products. In addition to the Korean dramas, short videos, the pursuit of health and other factors mentioned above, the “one cup of milk a day” plan implemented in the 1990s has indeed changed the taste of a generation.
From the development of Japanese cheese market, we can intuitively see the cause and effect.
The Japanese also did not have the habit of widely eating dairy products in history. In the 1960s and 1970s, they began the Enlightenment of dairy products through government intervention. The primary and middle school students of “one cup of milk a day” gradually grew up and became the mainstream consumer group. After becoming the mainstream consumer group, the milk enterprises developed localized cheese products and further expanded the market.
Localized cheese products include not only leisure dairy products such as wine cheese and instant cheese, but also seasoned dairy products combined with catering, family dining table and other scenes. With the guidance of the government and the efforts of several generations of milk enterprises, the per capita cheese consumption in Japan has reached 2.56kg/person.
Japanese cheese and wine snacks are quite rich
It is worth noting that the consumption of dairy products in Japan is mainly at the C-end, while domestic dairy products are mainly consumed through catering channels rather than direct sales at the C-end. Euromonitor consulting shows that domestic western restaurants, bakeries and other enterprise customers consume 70% of the total cheese, while only 30% of ordinary consumers buy cheese independently through convenience stores and supermarkets.
At the “China cheese industry forum”, which ended not long ago, several heads of dairy enterprises and industry observers said that the incremental breakthrough of China’s cheese industry will be in the combination with catering, especially Chinese food, and develop new dishes through the combination of cheese and Chinese dishes.
This can explain why more and more Chinese restaurants have made a combination of cheese and everything. Compared with Western-style meals and baked snacks, most Chinese families still focus on Chinese food. The probability of cheese dishes provided by Chinese restaurants appearing on the family table is much higher than that of Western-style cream stew, cheese pasta, etc. The enterprise then leads the consumption scene of cheese from the restaurant to the family table through ready to eat cheese, Chinese food and other products, so as to increase the consumption frequency of C-end.
But the idea of dairy giants is good, and we have to consider whether cheese is really suitable for everything. At least as an ordinary consumer, hard candy gentleman should resolutely say “no” to heresies such as cheese ribs and milk covered pear soup.
Author: Mao Lina; Editor: Li Chunhui; Source: Entertainment hard candy (ID: yuliyingtang), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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