The release of China's catering wind to the index in July | North Korean cuisine is popular again!

The "China Catering Wind Index" jointly released by the cover news, net gathering capital, octopus small data, and Sichuan Culinary Institute ushered in the second issue. It aims to help everyone continue and accurately insight into the development of the catering industry, and provide big data reference for operating investment decisions.

There are three parts in this issue:

The first part of the July wind direction index big data report

The second part of the North Korean cuisine (one of the TOP10 categories) business logic interpretation

The third part of the North Korean cuisine recommends the big data guidance of the city landing

Part 1 wind direction big data

From the top 10 categories of the category development index, we have selected the latest North Korean cuisine categories on the list to conduct in -depth interpretation in the following. While bringing the hidden business logic to the practitioners, we also expect that the data analysis thinking we present can make catering people gain and benefit.

Part 2 DPRK Korean cooking business logic interpretation

The category of North Korea is a typical cyclical popular category in China. The previous round of popularity was around 2012, about ten years. Calculating further, the popularity in Beijing and Shanghai is around 2006.

The time difference between this middle is flowing from the first -line head cities, nearly four or five years in the middle. But the popularity of the country to decline is two or three years. This is a very typical regional and timetable for changing the cycle of Chinese popular catering cycles.

In 2022, North Korean cuisine rose low -key in the country. The so -called low -key is that there are not many head brands, capital and media to promote it, and everyone can't see it in the short term. However, we can clearly see the rapid rise of North Korean cuisine through the national category development index of takoya small data.

Logical interpret

Although it is also the popularity of North Korean cuisine, there is a essential difference between the popularity of this round and the previous round of popularity. After big data analysis, Lao Tan can clearly make a judgment. Different from the previous round of popular consumption models with barbecue and auxiliary food assistance, this round is a consumer model with annual cake pot+staple food and grilled meat.

Different consumption models represent different core needs of consumers at different stages of consumers. If you want to grasp the popular results in this round, do not choose the wrong model.

In order to support it, Lao Tan randomly found a very popular North Korean cuisine brand menu for comparison. You can clearly see from this menu that the main dishes are basically the main food, including troops pot, box lunch, egg bag rice, stone pot bibimbap noodles, etc. 1.

This design that is completely disruptive compared to the past has brought good consumption flow and customer praise. What customers recognize are reasonable.

The essence behind the changes in the trend of insight is the focus of Lao Tan's habit. If we want to have a deeper understanding of the popularity of North Korea and South Korea, Lao Tan also insight into four aspects.

Logical interpretation: Domestic regional characteristic dining consumption fatigue replacement

The popularity of domestic regional characteristic catering has begun since Sichuan -Chongqing hotpot in 2016, and has come here for almost 6 years. Chinese consumers' "happy new and hate the old" in catering constantly pursue the characteristics of the needs of experience. In this round of domestic regional specialty catering consumption, there have been obvious fatigue, and new patterns are urgently needed to meet market demand.

Coupled with the causes of the epidemic in recent years, it has led to poor abroad. Many people with foreign characteristics of food and beverage consumption have a strong demand for foreign characteristic catering.

Compared with Southeast Asian cuisine, which is also popular this year, the logic behind it is the same. Foreign special catering is ushered in a new round of popular cycle dividends. Lao Tan suggested that everyone can enter the bureau appropriately.

Why don't you recommend everyone? The reason is simple, because the consumer audience and consumption frequency of foreign specialty catering have natural limitations, but the supplementary role of mainstream catering at the moment, the market space capacity is limited.

At the same time, one thing to remind everyone is the periodic issue. The popularity cycle of catering is now shorter and shorter. Maybe you are not ready to end, and the peak of the popular cycle has passed.

Logical interpretation: Strong social, low customer orders, high cost performance and satiety

At the moment, the consumption power of young people's catering and beverage does not need to start a lecture, everyone should have been deeply appreciated. This year's catering category of young people's traffic business, Lao Tan believes that the most correct principle grasp is four points: strong social, low customer orders, high cost performance and satiety.

The significance of the existence of food and drink in the dangers is social, and the second is to eat. For young people at the moment, whether the restaurant you choose to have social attributes is very important, and the social attributes of the restaurant depends on the fashionability of categories, products and environment.

Different from the quality requirements of the environment of business and social catering. Young people value more fashionable. The categories, products and environment of Korean cuisine can well meet the strong social needs of young people at the moment.

On the basis of strong social socialization, it is also necessary to synchronize the low customer order and cost -effectiveness. This combination is attractive. Everyone has no money at the moment, but the consumption habits of going out for meals have been formed, so on the basis of the biggest non -change habits, the customer list that reduces a single consumption is the most preferred.

Judging from the current DPRK-Korean cuisine optimal unit price range data released by takoya data, the current best pricing customer unit price range of North Korean cuisine is concentrated at 40-50 yuan. This customer consumption is close to social fast food or small Chinese food in the pan -catering market. Judging from the product structure under the customer list, the representative troops have strong characteristics in richness and satiety. To order a troop pot, you can basically meet the consumption of two little girls. The remaining staple foods are also the rich choice for providing full consumption.

Logical interpretation: young people who can undertake spicy taste baptism

The heavy taste consumption habits represented by spicyness have been developed in the young consumer groups in China, and the subsequent categories of popularity. If there are heavy taste characteristics, it has obvious advantages. To put it simply, it is the taste habit of the young people who can take over the last round of North Korean cuisine to take over a round of the taste of young people who have been baptized by Sichuan and Chongqing's spicy taste.

The popular North Korean cuisine and Southeast Asian cuisine this year have very typical heavy taste characteristics. To confirm this analysis conclusion, we have selected a North Korean restaurant menu that is more popular in Chengdu. Judging from this menu, heavy taste products such as spicy, sweet, curry, and mustard account for more than 50%of the menu.

Logical interpretation: standardization, high gross profit, and low investment high -quality model

Under the current consumption situation, the store's operating pressure is very high. Therefore, in terms of the choice of new projects, whether it can have the characteristics of cooking, fast product delivery speed, high gross profit, and low investment in stores, it has become an important choice standard for many people to invest in catering.

The product composition of North Korea's cooking is mainly based on the high degree of standardized products such as hot pot and fried products, which can effectively reduce the labor cost of the kitchen. Under the packaging of specialty catering abroad, the rice cake pot, staple food and other products can have a good gross profit space.

Finally, it has the advantages of young fashion social, but the decoration investment is very low. The combination of this advantage with the previous three factors has become the current theoretical investment risk, but the dining model with a faster return on investment is naturally sought after by investors.

PART 3 DPRK and Korean cuisine landing big data

If the North Korean cuisine has a big chance, if you want to do it, how to implement it through big data? The next octopus small data Lao Tan will guide everyone with clear logic.

1. Which city should I choose?

The regional nature of domestic catering is very obvious, so for any category, it is difficult for us to do it, and at the same time, we are hot in various cities. Affected by factors such as flavor, ingredients, and popular communication capabilities, when the category expands out, it is best to have big data strategies as precise guidance, otherwise it may enter a wrong market.

For example, just like the coconut chicken category that was very popular last year, it was a mess in South China, but the market share in the Southwest was very small and could not run. In the case of Chengdu, in fact, some people were incubating four or five years ago, but no matter how they do it, the market can't get up because of the problem of regional flavor preferences.

Back to the category of North Korean cuisine, through big data, we can accurately see that the most suitable cities are currently concentrated in the Northeast and North China, followed by the only Chengdu in Shanghai and the Mainland. Due to geographical and population reasons, the Northeast and Beijing have always been important consumer markets for North Korea and South Korea. The popularity of Shanghai and Chengdu is more from the tolerance of popular catering culture.

The category of more cities is either growing or naturally without much market. Therefore, if you want to know the accurate market situation, you can get the help of professionals by adding an octopus WeChat.

2. What product should I choose?

If the city is determined, we need to consider the product configuration under regional differentiation. This time we choose the best city of North Korea's cuisine -Beijing as an example to see what products are the most suitable products in this city?

According to the previous big data guidelines, in Beijing, troops hotpot became the first choice for local consumers, which is also in line with the current trend of consumer demand, and at the same time, it has richness, taste, ritual and satiety characteristics.

Secondly, chicken and pork belly ingredients products have a good way to avoid ingredients that are too high this year, and choose universal ingredients to maintain cost stability. The cooking method is mainly fried, the degree of industrialization, high production efficiency, does not rely on chefs, and young people also like it.

Vegetarian and staple food also entered the top ten. In Lao Tan's view, vegetarian dishes with a sense of value and taste characteristics are very worthy of everyone to develop. The gross profit space is large, and the consumer price consumption pressure is small. A vegetarian vegetable is sold to 2030 yuan, which is not stressful for consumers. As long as it can be delicious, beautiful, and value.

3. How to price?

The product was selected, and the next step was pricing. For a long time, catering pricing is Dingjiangshan. In Lao Tan's theory, catering is a grid competition state. If the customer order is slightly different, it may enter different competitive range.

The best single interval for the best guest in Beijing is now 40-50, 80-90, and 30-40 yuan for the optimal interval for everyone to choose. Among them, the 30-40 yuan range has entered the fast food track, showing how grounded the North Korean cuisine in Beijing is now. What can I eat at 30-40 yuan? One small hot pot with a small hot pot is basically in this guest single range, so the fast -food competition is also squeezed into the new player at the moment, but because of its unique flavor, it cannot have high frequency and continuous consumption characteristics. However, the cost performance can still harvest a lot of punching traffic in its category. As for the future, the business logic of popular catering categories is not a category of continuous traffic.

4. What flavor is created?

The reasons for the flavor of North Korean cuisine have been mentioned earlier. Let's talk about the product and set the customer list. Next, what flavors of the flavor experience in the entire restaurant need to focus on in Beijing?

It is still based on the principle of regionalization. At present, in the Beijing North Korea cuisine market, the flavor of the most popular Internet celebrity is pumpkin flavor, kimchi flavor, cheese flavor, sweet and sour flavor, spicy flavor, spicy flavor, etc. In addition, other flavors are a typical heavy taste that young people like.

Of course, different flavors correspond to different dishes. You need to understand the dishes under the popular flavor. Welcome to add small octopus small data WeChat to communicate with our professionals.

5. Which business district is the site selection?

Finally, the problem of site selection. Currently, it is most worth recommending to enter the North Korean cuisine in Beijing?

It is still based on the previous big data analysis. At present, the most worthy business districts in Beijing are the far -reaching business districts, the World Trade Tianjie Commercial District, Wangjing Business District, Changying Commercial District, Wudaokou Commercial District, and Sanlitun Business District.

These business districts are all agglomerate of young people at the moment, and at the same time there are regions to expand space. It is worth choosing when everyone is doing this category.

Cover news reporter Danu Lu

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