The number of Shanghai hotpot store stores has exceeded 8,000!Where is the new hot pot brand "fire" than the predecessors?

Summer

40 ℃ high -temperature "red warning line" is broken again

Shencheng Catering Industry, which is slightly depressed due to the epidemic

A hot pot is hot and hot

At noon on a working day, the reporter came to a hot pot restaurant in the Moon Bay, Ruanghong Tiandi, Hongkou District. The waiter told reporters that there are more than 50 seats in the shop. There are more than 20 seats.

The gross profit margin is high, and the impact of the epidemic can be carried.

"Shanghai has been six or seven consecutive years, with more than 10%of hotpot restaurants each year. At present, the number of hotpot stores in the city has exceeded 8,000." Jin Peihua, deputy secretary -general of the Shanghai Catering Culinary Industry Association, told reporters that after the epidemic of this round, hot pot restaurants "Hot Hot "Du still does not decrease, which is related to the characteristics of consumption in the Shanghai catering market after the epidemic.

He believes that after the epidemic, the dining industry (that is, the "big catering" often said in the industry) will inevitably slow down from the slowing rhythm of business activities, the decrease in the willingness of the "round" meals, and the poor international logistics. Factors such as difficulties. "According to the incomplete investigation of our association, the operation of some chain dining companies only returns to the level of 5 to 60 % before the epidemic, and hot pot companies can return to 70 % or 80 % before the epidemic."

In a shopping mall, a dinner restaurant, known as the queuing king, does not need to be equal.

The hot pot is positioned at the three or five confidants. Compared with fast food, it belongs to the "invitation to dinner" with a face, and the unit price is lower than that of the meal. In a special period after the epidemic, it is unique because of "dislocation". Jin Peihua pointed out that more importantly, the gross profit in the hot pot industry is about 5%-8%higher than that of the meal, which is mainly from the savings of labor costs. "In recent years, the price of store rents, labor costs, and food raw materials have been long and long, and the profit of the catering industry is not as good as in the past. Compared with the meal, the same ping effects, the hot pot restaurant kitchen and the front hall staff are much less. The chefs are mainly responsible for mixing, and the skills requirements are not a grade with the dining, and the salary is naturally lower. And the front hall service, customers' own stubbornness, also reduces the many people's labor. "

An investor who recently invested in a number of catering and food "Internet celebrities" brand told reporters that it was precisely because of high gross profit that could hold the uncertainty caused by the epidemic. "Since the outbreak of global epidemic in 2020, in addition to hot pot, coffee fever, ramen fever, new tea heat, and roasting heat in the catering and food industry are not reasonable. When the western economy was sluggish at the beginning of the 20th century, the fast food chain such as burgers, pizza, and fast fashion, warehousing hypermarkets, etc. rose similar reasons. This is also the 'lipstick economy' often said by economists! "

The ingredients are "unique", and the scene is "unique"

But in fact, the hot pot "fire" that people saw the naked eye were only half the right. The reporter found that the hot pot that is relatively "hot" on the city in Shanghai is still mainly new brands, such as Katsukawa, Bagu Mao belly hot pot, panda old stove hot pot, Chongqing Gao Laojiu hot pot, Miss Fu in Chengdu, sister -in -law, sister -in -law Old hot pot and so on.

In the past, the small sheep, small tail sheep, Haidilao, and Yibubu, etc., were called the male market, but the scenery was no longer. As early as 2004, the Xiaofei Yangdian store had reached 700, and the number exceeded McDonald's. In 2011, Yum! The small sheep was acquired at a price of 4.6 billion Hong Kong dollars, and the small fat sheep privatized the market. After changing the manager, just 4 years later, Xiao Fei sheep had only more than 200 stores across the country. In 2021, the Yum! China Annual Report showed that the Chinese-style catering business income including Xiaoye sheep, Huang Jihuang, and Dongfang Bai was only $ 474 million, the restaurant operating profit margin was -20.8%, and the operating loss was 29 million US dollars. The dollar expands sharply.

In August 2021, the former "Qianqiang" chain hotpot brand "Laibao Big" was exposed to close 200 stores due to errors and losses. By February this year, Haidilao, the first listed company in the hot pot industry, issued a revenue warning. It is estimated that the loss is 4.2 billion yuan, and more than 300 hot pot restaurants have announced the rectification of closed stores.

If the little fat sheep and the small tail sheep are called the 1.0 version of the hot pot, and the Haidilao and Laibu feed are called the 2.0 version of the hot pot, then where is the "fire" mystery of the new hot pot?

"Hot" hot pot, "fire" in ingredients.

In the Shanghai market, hot pot is a small dining door. Since the reform and opening up, the popularity of small fat sheep, small tail sheep, etc. have brought hot pot culture to Shanghai. There are two kinds of soup base -red soup and white soup, and ingredients are nothing more than a dozen species of beef and mutton, lunch meat, pig blood, duck blood, frozen tofu, potato chips, fans, etc. In hour, call a little knife cut, or some noodles under the hot pot soup, even if you eat and drink this meal.

After that, let the hotpot of the Shanghai market enter the beginning of the Elega Church, what did Haidilao do? It first let the hot pot ate the aristocracy, and it was famous for its "ceiling" in the catering industry. Do you have to wait for a hot pot? Haidilao will offer free seeds, and also provide free leather shoes and nail repair services. Even in some stores, chess and card tables and cribs are provided. In the process of eating hot pot, the unlimited supply of seasonings and beverages created by his family, free splash -proof bibs, mobile phone waterproof cases, etc. Now it has now become the standard for the hot pot industry.

However, after all, consumers are not for free melon seeds, wipe their shoes for free, and repair their nails to eat. For these "surroundings", the new hotpot brand that is now "fire" has taken a path of counterpart: First, the "unique" ingredients. Let's talk about the bottom of the pot. It can be said that every new hot pot brand has a unique pot bottom. There are table -style spicy duck blood tofu pots in the hot pot; the elder brother is an Lodong shabu -shabu; Tan duck blood uses sweet eagle tea as the soup base.

Bagu Mao's belly hot pot is the head of the staple food: Mao belly. (Source: Corporate Officer)

Besides, Sister Sister Hot Pot has tributary balls, secrets of spicy beef, slaughtering fir, caviar, small county liver, Wushan konjac, etc. , Jingshui soybean sprouts and hydrangea, the heads of the heads insist on rejecting "fire -alkali products" regardless of the size; Tan Duck's blood is known as marinated by brine, and it is cut and cut.

Then there are snacks, snacks and drinks. There are "tea rice tea" milk tea in the hot pot; sister has ice dumplings and ice powder, which is known as the need to solve the spicy. It also launch a special snack stall in Chongqing, including fried wraps, scooppaya, triangular babes, fried potato chips, etc. ; Bagu has small fennel fritters, Bagu rolling noodles; Chongqing Gao Laojiu has milk covers ... The new hot pot brand is also good at homemade drinks, such as Bagu's self -made drinks include iron rod yam juice, green orange oolong, black plum soup , Lattice lactic acid bacteria, and peas, penetrate fruit, kiwi and other flavors of fruit juice drinks. At that time, Haidilao founded the business model of free melon seeds, free seasoning and drinks, and these new hot pot brands were not even "big roads". Very "horizontal".

Sister Sister Hot Pot ’s caisers include Gongcai Maruko, secret spicy beef, slaughter venue fresh hair belly, caviar slippery, small county liver, etc. (Source: Corporate Officer)

In the battle with the hotpot predecessors, Bagu simply made a slogan: "Services are not the characteristics of Bagu, the belly and bacteria soup are". This may be the "oath" of the new hot pot to the old hot pot: return to the origin of the catering industry -ingredients.

The second is the "unique" scene operation. Today, the main consumer is the main force of consumption. To take pictures, it is always a bit unique "tone". Therefore, in terms of the design of the hot pot, it focuses on "reunion". Style, waiting for a row of bamboo stools in the waiting area, the shop is decorated with bamboo baskets, and the ground is not enough to go to the wall again. As soon as Tan Ya blood enters the door, you can see the high -hung red lanterns, green tiles, gray bricks, old wooden tables, walls, walls, walls There are 斗 上, Douyu, and calligraphy text; Bagu Mao's belly hotpot simply put the "Gao Ocean" of the hotel's decoration model into the hot pot restaurant as "Xialiba people" in the past. The stove hot pot will be staged "Panda Show". Customers can take pictures with the waiter wearing a panda suit ...

The "unique" ingredients make the new hot pot brand worth it, and the "unique" shop decoration makes them worthwhile. The unit price of one or two hundred yuan, the circle of friends can be used for 10 minutes, and it can be used for 20 minutes. Boys and girls do not have to pay too much attention to the table etiquette. There are so many free drinks and ice cream gifts ... "Lipstick Economy" once again shows the mountains on the catering track. This is the mystery of the new hot pot "fire".

Be careful of double -edged swords of capital

The "heat" of the new hot pot brand has also caused capital to coax.

Earlier this year, "Sister Mo" announced the completion of 100 million yuan in Series A financing. Previously, the Chongqing hotpot brand "Brother Zhou" received more than 100 million yuan in Series A investment in Black Ant Capital; It is about to complete a new round of financing over 500 million yuan ... With funding support, it means that these new brands need to open more stores, running on the road of chain operations: not only must there be enough exposure in the core business district of first -tier cities, , Also sink in the second and third -tier cities. Once the listing is listed, the financial statements should be good enough.

As we all know, once the catering brand enters the fast track of chain operation development, the "unique" ingredients and "unique" scenes are the core competitiveness, but they are not all. The core competitiveness of the chain catering operation is that the ability to control risk control must jump to a new level: a thousand stores, "copying not to go" is small, but it is easy to cause aesthetic fatigue; Satisfied, but the scale effect can't go up. And catering to generations, it is a double -edged sword. Today's consumption iteration is no longer a 10 -year change in the 1980s and 1990s. It is one or two years long and for half a year. The national tide rose, and the generation Z was eaten while eating hot pot and obtained emotional identity, but whether the national tide heat could continue, it was unknown. It is reported that there are very few people in the most popular "Panda Show" in the old panda hot pot. Nowadays, the epidemic prevention and control is normal. Some stores simply cancel this show ...

"There are talented people in the Jiangshan generation, and each leader has been led for hundreds of years." The waves of the hot pot track pushed forward, without a hundred years, but only for the end of the night. In the end, who would be "KFC" in the hot pot industry? let us wait and see.

Liberation Daily · Shangguan News Original manuscript, reprinting without permission

Author: Wu Weiqun

WeChat editor: Antong

School pair: Miss Pi

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