China Food

Hot pot takeout, regarded as chicken ribs, has quadrupled its sales this Spring Festival!


“ 
used to be chicken ribs, but now it can’t be wound.
 ”
Recently, a new set of data on Spring Festival catering has been released, one of which has attracted the attention of neishen Jun: the performance of hot-pot/" 22375 rel="nofollow" target="_self">hot pot is very beautiful, and the takeout part is particularly bright.
Thinking of last year, the two head brands of the hot-pot/" 22375 rel="nofollow" target="_self">hot pot track closed their stores and adjusted their direction, which caused people to sigh, “the hot-pot/" 22375 rel="nofollow" target="_self">hot pot track is going to change.”. Can the hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout, which has increased in popularity recently, become a new growth point after the hot-pot/" 22375 rel="nofollow" target="_self">hot pot encounters difficulties?
60000 orders for a spring festival? Recently, after the hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout “hot again”
Festival, neishenjun talked about the holiday story with several friends and found that everyone ate hot-pot/" 22375 rel="nofollow" target="_self">hot pot this Spring Festival, and several friends also experienced a hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout.
“when I ordered it, I found that many people ordered hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout like me. It’s probably like the third day and the fourth day of the third day. The monthly sales of some pots in that store are about to exceed 100.” hot-pot/" 22375 rel="nofollow" target="_self">Hot pot restaurant Zhongfen y recalled.
on February 15,
data on the takeout page of a Haidilao store showed that during the Spring Festival this year (from New Year’s Eve to the sixth day of the first month), Haidilao stores in mainland China attracted more than 8 million passengers. Xiabu group’s 1000 restaurants received nearly 1.5 million people, breaking expectations. The turnover of Xiaolongkan during the Spring Festival increased by 60% compared with the usual period (excluding Chengdu), and the turnover of some stores during the Spring Festival increased by more than 100% compared with the usual period.
it is noteworthy that the hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout of various brands is hot again this Spring Festival.
public information shows that the undersea fishing delivery business has more than 400 sites, covering more than 170 cities across the country. According to the data of Bailing consumption, the Chinese mainland’s overseas delivery business during the Spring Festival provided nearly 60 thousand families to the home. In terms of sipping and feeding, the sales volume of takeout in many stores increased by 2-4 times month on month. The takeout of sipping, boiling and scalding also exceeded expectations, and the sales growth in Beijing, Shijiazhuang, Harbin and other cities was strong.
neishenjun’s friend bought Haidilao’s takeout during the Spring Festival.
“three camps” of hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout.
said that hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout “became lively again” because it also experienced several ups and downs, and there were different “camps” successively, including several waves of “flag carrying brands”. Typical representative of
hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout “Internet school”
: eliminate langxiao hot-pot/" 22375 rel="nofollow" target="_self">hot pot advantages: light asset operation disadvantages: the story of supply chain and R & D of
hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout should start in 2014. With the rise of takeout, the economic space of lazy people is beginning to appear. The attribute of hot-pot/" 22375 rel="nofollow" target="_self">hot pot, which attaches importance to food, has grabbed its development step on the takeout platform. Until a year later, a delivery franchise brand called “weeding Lang” appeared in Beijing, making hot-pot/" 22375 rel="nofollow" target="_self">hot pot delivery popular for the first time. The hot-pot/" 22375 rel="nofollow" target="_self">hot pot brand hot potato brand, which is typically represented by
, is characterized by stepping on the “Internet plus” outlet and thinking online as hot-pot/" 22375 rel="nofollow" target="_self">hot pot. The brand is lightweight, there are no stores, only a small number of central warehouses, flat management and OEM processing mode. Generally speaking, it is “OEM”.
is trapped in problems such as supply chain. The popularity of hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout comes and goes quickly this time, but the popularity of the latter is lasting and gradual. Typical representatives of
hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout “entity faction”
: Haidilao, gather together advantages: great brand influence disadvantages: limited network coverage
from the perspective of time, there is no obvious order between hot-pot/" 22375 rel="nofollow" target="_self">hot pot enterprises and hot-pot/" 22375 rel="nofollow" target="_self">hot pot retailers. Because the focus is on physical stores, they are not “fast” and belong to the state of slow heating. The advantage of hot-pot/" 22375 rel="nofollow" target="_self">hot pot enterprises for takeout is that there are many stores to support, and the outlets have advantages. As the “increment” of revenue, it plays a good supplementary role, especially in the stage of epidemic normalization. Today, these brands are still the most competitive roles of hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout. Typical representatives of the “e-commerce school” of
hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout: advantages of pot circle and box horse: professional distribution, diversity of products, disadvantages: fierce competition. The third popularity of
hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout is closely related to the epidemic situation. There are online hotpot stores and online hotpot brands. The former is typical, such as pot circle food exchange, while the latter is typical, such as box horse, Ding Dong shopping and daily excellent fresh food. Most of them were established around 2015. They have Internet genes, large-scale stores / front warehouses and logistics and distribution capabilities. Hotpot takeout is related to the business of these enterprises. When starting hotpot takeout, they have the advantage of being more flexible and richer branch products than hotpot stores.
in the current hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout market, three generations of leading brands coexist. Small hotpot retail enterprises have declined, and hotpot enterprises have continued to accumulate strength and “plunder” fresh food in the near field.
Mr. internal reference checked some hot-pot/" 22375 rel="nofollow" target="_self">hot pot food enterprises for takeout. According to the figure below, it can be found that there are great differences among hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout SKUs. Among them, the takeout menus of Haidilao and Laowang mainly follow the single product sales route, allowing customers to choose independently; While sipping, sipping and scraping take the route of package, draw up some packages, and add a small amount of single SKU.
some hotpot shops provide rental and sales services of hotpot utensils on the takeout platform, and Haidilao and Xiabu have even opened other product lines.

it is worth mentioning Banu’s “epidemic Limited” hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout – Banu withdrew the takeout after the epidemic stabilized in the spring of 2020. At that time, Banu’s takeout business was very good. In March 26, 2020, the slave number in the official account of the public wrote that: after one month on the line, the order quantity of takeout increased 4 times, and the takeaway user of platform took about 100 thousand.
but Banu didn’t want to continue. The takeout that was originally stopped on May 1 lasted only one month even if it was delayed.
, a former official, said in a official account that the epidemic is still continuing. In order to make it easier to eat the hot-pot/" 22375 rel="nofollow" target="_self">hot pot, the takeaway is first left. In other words, once the epidemic is stable, Banu will stop taking out. let me put it another way. Banu doesn’t believe in the continuity of hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout.
and the operation data of several hotpot stores showed that the revenue of hotpot takeout showed a fluctuating upward trend. During the stable period of the epidemic, the revenue of takeout was relatively limited.
since 2018, the income of Haidilao takeout business has fluctuated and increased. Data source: Haidilao
hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout is a “pseudo demand”?

some people say that “hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout” is a “false proposition”.
first of all, the positioning of hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout is very embarrassing. In most people’s concept, eating hot-pot/" 22375 rel="nofollow" target="_self">hot pot is a thing with “social attributes”. Ordering home to eat is originally contrary to the scene of hot-pot/" 22375 rel="nofollow" target="_self">hot pot dining.
“if there are few people, I will choose to order a takeout with vegetables. If there are many people, it is also very convenient for us to eat directly in the store.” A post-95 hot-pot/" 22375 rel="nofollow" target="_self">hot pot enthusiast told neishenjun.
secondly, the hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout competition is fierce, and the boundaries of various camps are uncertain. Hotpot takeout from different camps have their own advantages. In addition, from the perspective of product dimension and consumption experience, the differentiation is not obvious, which also makes hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout difficult to do. During the Chinese new year, a friend of neishenjun bought the hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout of Haidilao because the family didn’t eat spicy food, but Haidilao had a “pig belly chicken” pot bottom, which was very good.
it can be seen that differentiation is one of the ideas for hotpot takeout brands to stand out.
low consumption frequency is hard injury. After all, it’s impossible to eat hot-pot/" 22375 rel="nofollow" target="_self">hot pot all at once. In addition, spicy hot and pickled vegetables also “rob” the business of hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout to a certain extent.

now, in the era of epidemic normalization, hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout is booming again. Is it the false proposition that is once again “popular” for a while, or the potential stock that finally meets its own era? The rise of
hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout today is inseparable from several factors.
[increased customer demand due to epidemic factors] the general environment of
era – the public cooperates and supports epidemic prevention and control, more “home”, and hot-pot/" 22375 rel="nofollow" target="_self">hot pot consumption turns to Hall Food and takeout; The service area of the takeout platform is widened and the service level is improved; The hot-pot/" 22375 rel="nofollow" target="_self">hot pot restaurant food is unstable, the restaurant operation is blocked, and the hot-pot/" 22375 rel="nofollow" target="_self">hot pot brand increases its business line to make the products “portable and transportable”.
specific period factors – holidays, high demand for hot-pot/" 22375 rel="nofollow" target="_self">hot pot; During the Spring Festival, consumers tend to eat at home, and it is difficult to order hall food; More places advocate local New Year celebrations.
[restaurant capacity improvement]
entrants have changed from small enterprises that only do takeout, have no supply chain and no production capacity to hot-pot/" 22375 rel="nofollow" target="_self">hot pot giants with hundreds of stores and fresh shopping platforms with thousands of front warehouses, with improvements in R & D, production, warehousing and material flow.
hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout continues to be popular, which requires these conditions to continue to exist and have a greater driving force.
takeout is the second half of the hot-pot/" 22375 rel="nofollow" target="_self">hot pot competition?
judging from the current situation, most of the factors that make hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout popular this time will continue to exist. From the sales results, the number of consumers willing to try to accept is gradually increasing, and the income prospect of hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout seems good, which may become a new focus of hot-pot/" 22375 rel="nofollow" target="_self">hot pot brand.
is the hot-pot/" 22375 rel="nofollow" target="_self">hot pot rolled inside. Is the next battle for takeout?
“in the long run, takeout is certainly not the main focus of hotpot brands, but in the context of the epidemic, takeout will exist as an increment and bring a certain increase in income to enterprises, which is also the reason for physical brands to make efforts one after another.” An industry analysis.
sun Demin, chairman of Dalian Chengjian group, believes that the public’s expectation of hot-pot/" 22375 rel="nofollow" target="_self">hot pot is still a delicate and formal meal, so hot-pot/" 22375 rel="nofollow" target="_self">hot pot is upgraded in the direction of refinement, and the development of hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout will also be refined.
how to refine? Closer to the needs of customers.
for example, in addition to butter and tomato pot bottoms, Haidilao adds pork tripe and chicken pot. Compared with the size of Laowang 147, Haidilao has a stronger network effect, and it is expected that this product will sell well. hot-pot/" 22375 rel="nofollow" target="_self">Hot pot, the first mock exam, hot-pot/" 22375 rel="nofollow" target="_self">hot pot hot milk is also a popular way to take away the hot-pot/" 22375 rel="nofollow" target="_self">hot pot hot-pot/" 22375 rel="nofollow" target="_self">hot pot. The drainage and portability of milk tea itself, plus the high degree of harmony between the tea and the hot-pot/" 22375 rel="nofollow" target="_self">hot pot scene, make the model profitable.
fishing is also profitable in the mode.

summary

hot-pot/" 22375 rel="nofollow" target="_self">hot pot shop keeps putting new products on the take out page to meet the needs of customers and improve refinement. However, hot-pot/" 22375 rel="nofollow" target="_self">hot pot takeout can only be a “sideline” and “increment” of hot-pot/" 22375 rel="nofollow" target="_self">hot pot shops for the time being.
Author: Chen Liming; Source: internal reference of the boss of the restaurant enterprise (ID: cylbnc), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246); Foodaily Expo 2022] foodaily Expo 2022 is the theme and invites 500 + the world’s most innovative brands and 4000 + middle and high-level industry decision makers… In the conference (foodaily fbic 2022) module, we set 2022.05.31-06.02. We’ll see you in Shanghai! related reading

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