Sauerkraut fish and grilled fish markets are hot. Why is there no head brand in Hunan?

Author 丨 fish head

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What kind of ingredients are the hottest in the catering industry in recent years? I'm afraid it is fish.

The "2018 Sauerkraut Fish Market Development Report" released by Meituan shows that the number of sauerkrauts in the country in 2016 was 13,000, and the number of 2018 climbed to 30,000; The "Research and Competition Store Monitoring Report of China Cuisine Fish Prefabricated Cuisine Industry in 2022" shows that in 2021, the size of the Chinese sauerkrautfish prefabricated vegetable market is 590 million yuan, which is expected to reach 1.69 billion yuan in 2025.

The grilled fish track is also competitive. According to the data of Ai Media Consultation, in 2018, the market size of Chinese grilled fish has reached 103.47 billion yuan. It is expected that in 2023, the market size of Chinese grilled fish will exceed 130 billion yuan. Nowadays, stores such as monsters, fish detecting, furnace fish are all over the country. In August of this year, Jiu Maojiu also founded the brand "Lai Meili Green Pepper Roastfish" and entered the grilled fish track and opened the first store in the Hamburg Racecourse Food City.

Fish products perform hot in the market, but there is a strange phenomenon -the shadow of Hunan catering cannot be seen. Why is Hunan as the hometown of fish and rice, and there are many Hunan cuisine restaurants focusing on fish products.

Why can't the chopped pepper fish head carry the "burden"?

Let's take a look at the hot reasons for sauerkraut fish and grilled fish. Some people analyze it because its process is clear and easy to standardize, and the universality from ingredients to taste is extremely strong. Is there no such product among Hunan cuisine? Of course not, such as chopped pepper fish head.

First of all, its reputation is, almost in any restaurant that is under the signboard of Hunan cuisine, the menu is indispensable on the menu; secondly, the method is simple. The operating process is extremely simple.

Why can't the chopped fish head make a big explosive product? There are two reasons. First, it is difficult to innovate in taste. Even if it has evolved different colors and spicy chopped peppers, sauce, or add noodles, green groups, dumplings, etc. limitation.

Instead of grilled fish, it is obviously bolder in the exploration of taste. Taking fish detecting as an example, not only traditional garlic, sauce, spicy and other flavors, but also new flavors such as winter yin, snail powder, and beancurd. The changeable cooking and matching can better cater to consumers' preferences, with both taste guarantees and freshness.

The second is that although chopped fish head is famous, the audience of the ingredients of the fish head is limited after all. The habit of eating fish heads is mainly distributed in Guangdong, Sichuan, Hunan, and Jiangsu and Zhejiang. It is difficult to really break through in a short time; if you look at the sauerkraut fish, whether it is taste or ingredients, it is more widely adapted to the crowd.

The products are scattered, no "big popularity"

Hunan fish resources are rich and there are many varieties of fish. Dadfish, yellow ducks, grass carp, catfish, etc. are very popular in Hunan, and there are many dishes about fish in Hunan cuisine. , Cooking yellow ducks, pickled fish ... even the stinky catfish in Hui cuisine can be made well combined into "spicy stinky catfish".

In fact, Hunan people less attention focuses on a certain fish; and the regional taste is large, and the cooking methods are very different. The product is too scattered to form a large -scale unified way of eating or Hunan vegetables like sauerkraut fish.

"One dish and blind" eating habits

Whether it is sauerkraut or grilled fish, it can become a "big item" that supports a brand, because the dishes are rich in expansion. During the process of eating, you can add side dishes. Rich. From a product perspective, more focusing on single products, more likely to form consumer habits.

However, in Hunan's dietary habits, fish usually become separate dishes, paying attention to "one dish blindly". In order to ensure the meal experience, in addition to ordering a fried catfish or chopped pepper fish head, there are often other dishes; the restaurant cannot just provide a fish. The product structure is richer and perfect, and it is naturally not conducive to the overall focus and standardization.

Development of supply chain enterprises is not synchronized

The rapid development of Sichuan cuisine has led to the rapid development of Sichuan condiments. Conversely, the development of the condiment industry has promoted the development of its cuisine. At the end of 2019, the scale of the entire Sichuan flavor seasoning has reached 60 billion, maintaining a compound growth rate of 15%, and its scale is second only to Guangdong. At present, it is represented by enterprises such as Tianxiang Food, Qianhewei, and Jixiangju. The annual operating income of the enterprise exceeds 1 billion yuan, and there are many condiments such as Tongomiko, Wufeng Lihong, Dan Dan, Fan Sweet Lighting and other condiments. The brand is competing, and the competition is fierce.

In contrast, although Hunan cuisine is at a high -speed development momentum, the scale of seasoning and sauce companies in Hunan cuisine have not developed simultaneously. According to the company's investigation data, there are 33,900 condiments related companies in Hunan, ranking third. Although the number of enterprises in Hunan accounts for a certain advantage, the scale is small, the layout is decentralized, and the product structure is single, especially in the customization of sauce, the lack of leading enterprises, leading enterprises, and inadequate supporting industries, and serious product homogeneity.

But this kind of chain single -product store, which is mainly explosive dishes, depends on related custom sauce. Therefore, only when the supply chain enterprises and the industry develop simultaneously, Xiang cuisine is not far from the emergence of explosive fish products and brands.

"Baiwei Fragrance" is also wonderful

The market for sauerkraut fish, grilled fish and other items is booming. Although it is very eye -catching, it is also interesting to observe Hunan Catering.Although there are various reasons, there is no absolutely popular fish "big item" and head brand that loves fish, but the "fish theme" is very happy.Whether it is the "Xiangjiang Old Fisheries Village" that focuses on Xiangjiang Fisherman culture, or carp platform that focuses on Sanxiang Siquan, or the old Xujia fish city of the sea port and fish market culture, or the heaven of gardening art.Yiyu Factory ... This is a unique cultural atmosphere belonging to the hometown of fish and rice in Hunan; behind a variety of ways of fish eating, it is the embodiment of regional characteristics. The Hunan people's emphasis and understanding of cooking is the unique fireworks of this water and soil.

Of course, a single show is good, and the flavor is not bad.

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