Why is it not hot late at night soymilk that burst into fire?

The late -night soymilk that was popular in the market two years ago was quietly retreating. Is the epidemic that caused it to fall, or is there a problem with the category itself? And will the hot night bun this year follow the dust?

This article was originally launched by the Red Meal Network (ID: hongcan18), author: Chen Mo.

"Late at night is not as good as the soy milk in the early morning". Around 2019, a pooling publicity made late -night soy milk into the public's sight. This category of stepping on the two major trends in the middle night economy and health care quickly became the "net red" of the catering market.

However, the good times did not last long. The bonus of the economy this night benefited many catering brands and categories, but there was almost no late -night soymilk.

The late -night soymilk that burst into the market became "abandoned" in the market?

In 2019, the late night soymilk burst into fire overnight. On the major social platforms, drinking soy milk has become another new trend after tea and drink. Many young people lined up for an hour or more, just to drink a bowl of night soy milk.

The hotness of the consumption side soon drove the prosperity of the supply side. Around soy milk, a series of new changes have begun to occur in the catering market.

A group of brands that mainly played night soymilk began to rise and expand. The names of the names are Oda soybean milk, soy milk legend, roadside waiting for you, fresh Confucian soy milk, etc. The diversified models such as music are based on the market.

The pioneer, the most well -known Oda soy milk, was once a hot horse in the market. Public data shows that in 2020, Oda soy milk has opened stores to more than 30 cities across the country, with a maximum of more than 400 stores. Its popularity even attracted a number of imitators such as Soymilk and Haotian soy milk.

Driven by this group of main players, the "night soy milk", which was originally popular in Chaoshan, Guangdong, entered the public's attention and "spread" from Guangdong to the country. It can be seen in cities with rich nightlife in Chengdu, Chongqing, and Changsha.

However, such an net red category has no sound in the past two years. A large number of stores may be closed or transformed, and chicken feathers. Most of the main players have no glory of the past.

Big data of red meals shows that as of now, Oda Soy Milk has only about 100 stores nationwide, which is far from highlights. Other late -night soy milk brands, such as fresh Confucian soy milk, Xiaohe soymilk, Xiaowu late -night soymilk, etc., most of the stores are about 20 or 30.

Is it just a pseudo -demand around soy milk?

From the heat to the fall, some people say that the loneliness of the late -night soy milk is because of the epidemic. When it stands on the night economy and the health of young people's health, the arrival of the epidemic has made all development abruptly.

It is true that there may be the cause of the epidemic, but the defects of the business model of the late -night soymilk itself and the development of composite catering may be the deep reason that it fails to continue the popularity.

Night -soymilk is more common in Chaoshan area, but mostly appears in the form of street shops and stalls. There are no brands, and there is not much influence in other places. Market players have excavated it and upgraded a series of upgrades to try to integrate entertainment, socialization and food to create late -night social.

In the new environment, all categories are worthwhile. Such logic does not seem to have a big problem, but the problem is that this business model and soy milk category do not seem to be adapted.

Although the 24 -hour business made the late -night soy milk look like a lot of customer acquisition opportunities, from the perspective of the consumption scenario of each period, it has some chicken ribs.

The first is breakfast scene. Due to the care of night business, the site selection of late -night soymilk is generally selected in the areas where nightlife is more concentrated, and it is highly likely to stay away from the community. This is naturally isolated for many people with breakfast. In addition to the convenience of consumer breakfast demands, there is also cost -effective. A bowl of soy milk that can be sold for 18 yuan is obviously not their first choice.

The lunch scenario is facing the same problem as breakfast, and relatively speaking, consumers have more choices for lunch. Late -night soymilk faces greater competition. In terms of product, it does not have much advantages.

The night scene is the most popular section of the late -night soymilk gimmick. Earlier, many night soymilk brands claimed that the brand solved the needs of late returns, entertainment people in the early morning, or filling the stomach and hangover after drinking. As it is said, if it is just filling the stomach, the social attributes are not prominent. Is the logic of extending consumption time and increasing the consumer list with resident singing?

From the perspective of the product, the main types of soymilk and culinary snacks and staple foods are the main types of soymilk. For social networking, the wine can be "one cup after a cup", but the soy milk and snacks seem to be a little bit disappeared. In other words, the late -night society that emphasizes the late -night soymilk seems to be a pseudo -proposition.

The underlying logic of the category "Nuggets" night economy is unstable, and it coincides with the two years of "meals+wine" and the tavern.

Small taverns, as well as the combination of hot pot, barbecue, Sichuan cuisine and other categories and wine. From the perspective of consumer behavior and psychological logic, it is more in line with the attributes of social and nightlife than soy milk. When these catering formats rise, the market space of late -night soy milk is squeezed.

The hot night buns, will the latter dust of soy milk in the middle of the night?

Soy milk was lonely late at night, but since this year, another night category has begun to emerge, that is, night buns.

Night soy milk is the regional characteristics of Chaoshan, and the night buns can also be regarded as the characteristics of Sichuan and Chongqing. The nightlife of Sichuan and Chongfeng has always been lively, and it has the needs of night catering, and many night buns do this business. Unlike the late -night soy milk hoping to provide consumers with a scene experience, most of the night buns stores are light models, basically do not set up halls, and some stores even appear directly in various nightlife places in the form of dining cars. A night bun in Chongqing is in the form of a small dining car to drive in the famous Night neighborhood Jiujie.

Light mode means low cost and agility, making it possible to quickly form a scale. It also allows stores to satisfy the marketing gimmick of "Night Buns", but also play in shopping malls and communities. risk.

Although the mode looks more well, to some extent, the night buns are still the same as the night soy milk. There are obvious "flaws".

For example, the two are more selling brands, culture, and marketing. There is no too high threshold for products and models, and it is very easy to fall into homogeneous vortex. Just like Oda's soy milk became popular, a lot of "XX soy milk" immediately emerged on the market, which made Oda Soy Milk be overwhelmed. With a considerable part of the energy, he faked, but the result was more and more. If the night buns can set up a larger waves, this situation may be unavoidable.

Secondly, the taste and cost -effectiveness of many night buns do not have much advantage. Whether the profit of the night period can really support the cost of the store also needs a big question mark.

Based on this, whether the night buns will repeat the mistakes of late -night soy milk, we wait and see.

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