Xinjiang fried rice flour fire out of the circle, is the air outlet of niche rice noodles coming?

In the past, Xinjiang fried rice noodles, which had been renewed in the past, have been in a hurry recently. New and old brands have expanded rapidly, and even many brands have won the favor of capital.

In addition, a lot of regional characteristic rice noodle brands have gradually entered the public's field of vision. Has the Mi Fan Taoism ushered in a high -speed development period?

Xinjiang fried rice noodles are on fire at the speed of the naked eye.

In Xiaohongshu, the search for "Xinjiang fried rice noodles" showed 60,000+notes, and last year's "Lanzhou Ramen", which was once beautiful, had only 40,000+notes. In the context of Xinjiang fried rice noodles attracted the attention of consumers, a group of Xinjiang fried rice noodles brands have emerged, such as Hua Xiaoxiao and Xinjiang Xiao Luo.

The earlier brand in this track has also entered the fast lane. For example, brands such as spicy Fengfeng, ah Zhenwei, and Wu Jia mixed rice noodles in Xinjiang are expanding against the trend and began to march across the country.

In addition, there are a large wave of emerging brands of Xinjiang fried rice noodles, such as emerging brands such as Tao Dou, Xinjiang Xiaole, Shake Xi, and Seattle, and all emerging brands are open quickly.

In fact, in addition to Xinjiang fried rice noodles, observing Jun found that in recent years, more and more rice noodles with regional characteristics have begun to be loved by consumers. Essence

Is the subdivided rice noodle track ushered in the development of development? What are the development trends of rice noodle categories in the future? Next, let's discuss it.

Xinjiang fried rice noodles "out of the circle" nationwide

The popularity of Xinjiang fried rice noodles seems to have a sign. As early as December last year, the "Xinjiang fried rice noodles are fragrant" on the Weibo hot search list. At that time, it reached nearly 100 million readings in just one day.

Earlier, after the star Dili Reba ate Xinjiang fried rice noodles on the variety show, Xinjiang fried rice noodles became the Internet celebrity items for major food bloggers to try to eat. Many young people were planted.

(1) A group of Xinjiang fried rice noodles brands stand out

Under the boom of Xinjiang fried rice flour, in 2022, a group of Xinjiang fried rice noodles brands quickly stood out from the market. The rice noodle brand Xinjiang uses Xinjiang sauce fragrant rice noodles as the entry point, but it focuses on Xinjiang specialty snacks including mutton skewers and roasted products. In March 2022, the seeds of Ruifeng Capital and Deju Capital were obtained.

Just like Chen Xianggui, Ma Jiyong and other brands re -made Lanzhou ramen, Xinjiang Xiao Luo also redesigned the store model of Xinjiang rice noodles with branded and chain thinking: the two most representative items (fried rice noodles and fried rice noodles and Lamb skewers), the products are small and fine, and the degree of standardization is easy to copy; the core business district is selected, the design is simple and fashionable, the brand recognition is high, and the meal experience is focused.

The Xinjiang rice noodle brand that has been out of this year still has a small flower. Its first store opened in April 2020. It has now opened more than 380 stores in more than 30 cities across the country. It is the fastest brand in the Xinjiang Rice Fan Subtission in recent years.

It is understood that Hua Xiaoxiao is a brand of four youth meal creation groups. Thanks to the sedimentation and accumulation of the four youth meal creation groups on the rice noodle track, it has a relatively mature supply chain system and digital system. In a short period of time, rapid expansion of the country.

△ Picture Source: Flower Ceremony for Figures

In addition to the two, observing Jun noticed that in recent years, the Xinjiang rice noodles brand in many places in China has also begun to emerge.

For example, it was born in Nanjing in 2020. In 2021, nearly 150 stores opened, and the stores were expanded from Jiangsu to Anhui, Zhejiang, Fujian and other places in the surrounding area. More than 150 and more than 100 stores have been expanded.

There are Jilin's super -noodles, Xinjiang rice noodles, Guangdong Xiaole, Beijing's shaking joy, Seattle in Hebei in Hebei, Loulan Tsunali in Hunan, Jiangsu's Xinzan, etc. In recent years, the shop has been faster.

(2) Old local brands in Xinjiang ushered in rapid development

It turned out that the local brand of Xinjiang, which was deeply cultivated on this subdivided track, had only settled in the past, and now it has also entered the development of fast lanes and began to expand stores nationwide.

For example, spicy Fengqin, founded in 2009, has now opened nearly 250 stores. Although 70%of stores are located in Xinjiang, they have also expanded nationwide in recent years. At present, it has covered 22 provinces and cities across the country.

Wu Jia's mixed rice noodles in Xinjiang are also an old local brand. The specialty products are rice noodles. Now there are more than 260 chain stores in the country. Under the tide of catering retail, Wu Jia mixed rice noodles made rice noodles into pre -packaged food to open up retail business, and also set up a front position in Chengdu to send pre -packaged rice noodles across the country. The person in charge of its company told the media in May this year that the sales of pre -packaged rice noodles accounted for 20%of the company's total revenue.

At present, the largest brand in Xinjiang ’s local brand is the same brand. Ah Zhenwei mainly beats sauce rice noodles (no soup base), and later continued to integrate innovation in expansion, developed "north -south" products such as squid fried rice noodles, fish rows of rice noodles, crab rows of rice noodles, etc., laying a nationalized store opening The foundation.

Ah Zhenwei has also made efforts in the new retail business in recent years. According to Xinjiang Daily, its total monthly sales of Xinjiang fried rice noodles pre -packaged food on Taobao have 200,000 pieces. This sales can also reflect the hotness of Xinjiang fried rice noodles from the side. According to the folk food map data released by Taobao in 2018, Xinjiang fried rice noodles pre -packaged food only sold 280,000 pieces a year. In addition to the above -mentioned local brands, many other local rice noodles brands have also begun to start. According to Xinjiang Daily reports in May this year, about dozens of brands such as about the local about the noodles, Lingling rice noodles, long -time spicy rice noodles, Zhuo Mei Mi Fan, Zanzanfan, etc. Concentrated outbreak.

(3) Xinjiang fried rice flour out of the circle is related to genes

It is worth mentioning that Xinjiang fried rice noodles are not the most traditional food in Xinjiang, and even trace their history. Essence So why is the heat of fried rice flour in Xinjiang so high?

Observing Jun noticed that on the Xiaohong Book platform, there are 60,000+notes in Xinjiang fried rice flour, while Xinjiang's big plate chickens only have 30,000+ articles, and Xinjiang roasted mutton skewers are only 6000+.

At the same time, the huge amount of calculations also revealed the same trend. In more than 7 months in 2022, the search index of Xinjiang fried rice noodles rose to a maximum of nearly 100,000, with an average value of 19,000, an increase of 265 year -on -year by 265 %, The heat is much higher than the Xinjiang plate chicken and Xinjiang grilled lamb skewers.

△ Picture Source: huge amount of calculations

Observing Jun believes that the reason why Xinjiang fried rice flour can erupt across the country has a lot to do with its own universal and innovative product genes.

In an interview with Xinjiang Daily, the president of the Xinjiang Catering Association introduced that the development history of Xinjiang fried rice noodles was only thirty or forty years, and its approach was originally passed from Guizhou. After the reform and opening up, many people across the country went to Xinjiang to do business and workers. Xinjiang fried rice noodles used as a popular fast food, catering to the taste of diners in the south and north. The spicy and devil's spicy characteristics meet the needs of different consumer groups.

Four young founders Zhao Gang told Jun Jun that Xinjiang fried rice noodles themselves are a fast food that combines the north -south eating habits and uses rice that southerners like it as raw materials to combine the coarse noodles that northerners like. In terms of taste, it is bright and spicy and naturally sweet, which is loved by young people. The characteristics of color red -flavored products also make Xinjiang fried rice noodles inherently have net red attributes.

"Spicy" taste not only makes people eat more and more addictive, there are strong memory points. At the same time, the spicy flavor also attracted many consumers in Sichuan, Chongqing, Hunan and other hot provinces and cities to challenge, which not only increased the degree of topics, but also greatly promoted the cross -regional popularization of Xinjiang fried rice noodles.

Secondly, live and short video marketing also played a role in helping the flames in this process. Douyin, fast hands, and Xiaohongshu have a large number of food bloggers to broadcast Xinjiang fried rice noodles or share the production process of Xinjiang fried rice noodles on the spot. Fry rice flour.

It is understood that Xinjiang Wangxiaojiang Electronic Commerce Co., Ltd. recruited about 2,000 Internet celebrities to sell Xinjiang fried rice noodles from the country, achieving fission growth of rice noodles.

The rapid chain expansion of Xinjiang fried rice flour is also inseparable from standardized supply chain. According to Bai Jingtang, Executive Vice President and Secretary -General of Urumqi Food Service Industry Association, compared with other Xinjiang cuisine, Xinjiang fried rice noodles have been standardized from raw materials to the production process. Upstream supply chain enterprises.

According to Xinjiang Daily, Xinjiang Sildan Food Co., Ltd. and Xinjiang Small Kitchen Food Co., Ltd. and other condiments have poured into the Xinjiang fried rice noodle track and produced or founded rice noodle sauce. Cheng Hua, chairman of Xinjiang Silidan Food Co., Ltd., said that the rice noodle sauce produced by the company has been sold to all parts of the country. Now the production of rice noodle sauce has accounted for 1/4 of the company's total business, and the sales volume of rice noodle sauce is 20%to 25%per year. The speed is increasing.

Regional characteristic rice noodles rush header

In addition to Xinjiang fried rice noodles, observing Jun found that in the past year, there are still many rice noodle brands with distinctive local characteristics to gain capital favor, and they have gradually emerged in the rice noodle market.

For example, Guizhou's Gui Phoenix, which focuses on Guizhou rice noodles, opened the first store in Wangjing, Beijing in 2018. So far, it has opened 11 stores in Beijing, and the first store is also opened in Shenzhen. In July 2021, A+round financing was completed in October 2021.

Guizhou rice noodles are used as the starting point of consumer cognition, but in fact, it is a Guizhou snack collection store. Its product structure includes rice noodles, snacks, sweet drinks and hot pot.

△ Picture source: Gui Phoenix Brand Official Website

△ Picture source: Gui Phoenix Brand Official Website

For example, Chengdu's fat intestine powder brand Ganni notes, in January this year, received 50 million A round of financing. At present, nearly a hundred stores have been developed. In 2021, more than 50 new stores have been opened.

Ganni notes are not emerging brands. If you want to trace history, it is said that it has been a hundred years. In 2008, the third -generation heirman Gan Le officially registered the "Ganni" brand and implemented a modern business model, which opened the nationalized chain process of Ganni notes. In order to further develop, in 2017, Ganni notes clarified the goal of redefining fat sausage powder with branding, standardization, and chain. Fresh powder is now available for sale. △ Picture Source: Ganni

It is precisely because of the first re -re -re -made of fatty intestinal powder that the sweet notes occupy the opportunity to segmented the track and have obtained the opportunity to develop rapid development in the regional market.

In addition, the rice noodle brand that has obtained financing in recent years has been very Xiangxiang. Founded in August 2021, it is headquartered in Foshan, Guangdong. It was established in 6 months and received the Angel Ring financing of tens of millions of yuan in B Capital Wang Cen. The reason why he can get capital concerns, the founder Jiang Fenglin said that in addition to the factors of strong enough team combat capabilities and the rice noodles, it is mainly due to its high standardized and easy -to -copy store model.

Xiang Xiang is characterized by beef soup bases, which can be accepted throughout the country, and the audience is wide. Secondly, the product SKU controls within 20 to ensure the efficiency of meals to the greatest extent. In addition, pay attention to the cost -effectiveness of the product. The small bowl of beef powder in Xiangxiang is priced at 13 yuan, and the mid -bowl is priced at 16 yuan. The pricing is more popular in the market. Moreover, the beef soup base is boiled in the store, and it also increases the sense of value to a certain extent.

Since the beginning of this year, Xiang Xiang has upgraded brand positioning, focusing on community store types, focusing on the family population that needs to be high -frequency.

In addition, the representative brand of hot halogen powder, the braised tiger, was established in Suzhou, Jiangsu after the epidemic in 2020. Last September, it also received nearly 10 million yuan of angel round financing. After selecting the track of the halogen powder, the founder Xie Chunjun's thinking is that after the nationalized education of the cold brands such as the taste of the taste and Zhou Heiya, the hot halogen that has been differentiated will usher in a new round of growth and outbreak. Essence

But he believes that it is not enough. He said that Lifi must be combined with the staple food just needed to have high -frequency consumption. Coupled with the high degree of standardization of powder, the ceiling is high, and the meal efficiency is high, so he finally positions the dual track of hot halogen+powder.

Another new brand Xie Qiu Niang, which focuses on hot halogen powder, is the main product is pork head meat powder and Nanchang classic light mixing powder. Although the financing information is not issued at present, the development speed cannot be underestimated. The first store was opened in Shanghai in August 2021. In just less than one year, 40+ stores have been developed.

In addition, the big sister of the braised powder founded in Changsha cuts in from the subdivision of Hunan rice noodles. It focuses on "braised powder+braised", which has spread more than ten stores in small shop models.

In addition to emerging brands, some old brands focusing on the segment of rice noodles have gradually risen, especially in the field of Nanchang mixing powder. Its representative brands have entered the development of fast lanes, and the number of stores has made rapid progress.

For example, Uncle Li Nanchang mixed powder, the first store opened in Dongguan, mainly deeply cultivated in the Guangdong market. In 2021, more than 260 stores were opened. At present, the total number of stores exceeds 300, covering 26 provinces and cities across the country.

Another representative brand Gu Gu Road Lao Nanchang was mixed with fans. The early store growth was very slow. Out of.

Segment rice noodle product brandization road analysis

Through interviews with several brands focusing on the rice noodle category, observing Jun found that there are indeed some common qualities on them.

First of all, from the perspective of categories, whether it is Xinjiang fried rice noodles, Nanchang powder, or Guizhou mutton powder, it has very distinctive regional characteristics, and it is the main flavor type, which is a heavy flavor rice noodle. Secondly, representative brands have made a series of innovation measures. Compared with the original couple stores in the market, brand stores have upgraded products, services and experiences, and store models have high replication.

In short, it is to use brand -based and chain thinking to transform into the category to improve operating efficiency. The transformation is specifically reflected in the following aspects:

(1) Taking powder as the starting point, but the overall product structure is relatively abundant, effectively increasing the unit price. In terms of product structure, the above brands are mostly presented in the form of "explosive rice noodles+snacks".

For example, Xinluo's main sauce sauce rice noodles+lamb skewers, Gui Phoenix also uses lamb powder+local specialty snacks. Compared with the average rice noodle shop with a per capita consumption of 2030 yuan. Because of the increase in various snacks, the per capita of lunch can reach 30 to 50 yuan, and the per capita of dinner hot pot can reach 60 ~ 70 yuan. Rich products can be rich in products. It also allows brands to achieve full -time operations.

△ Picture Source: Gui Phoenix Official Website

Ganni notes use fat sausage powder as the classic product, supplemented by "Chengdu snacks" such as pot helmets, loquat, ice powder, copied hand, and Sichuan flavor. There are more than 20 SKUs. The founder Gan Le once said that it is not big to make fat sausage powder alone. The traditional taste of fat sausage powder is only spicy and original, which is too single. Matching needs and sharing needs.

(2) Brand the product quality, store environment and experience. The specific manifestations are used in the origin of the origin of the origin, and the handicrafts, current production and other process characteristics are displayed in the conspicuous places of the store.

For example, Gui Phoenix believes that the core competitiveness of the brand is "taste", so most of the ingredients are shipped from Guizhou to ensure the "authentic" taste to the greatest extent. Hua Xiaoxiao insists on using the naked time and better taste of Xinjiang's origin, and it is to ensure quality from various aspects such as pepper planting, acquisition, drying, transportation, warehousing, etc., so as to create a unique product taste and barriers. Ganni notes are now making fresh powder in the store. It is very Xiang to boil beef soup in the store. The braised tiger will be hot and hot in the store. In fact, they are all to enhance the taste and experience.

As consumers pay more and more attention to the quality of the product, it is expected that consumers' attention to rice noodles in the future will focus on ingredients and process production. Fresh and healthy products will bring premium capabilities to the brand.

It is worth mentioning here for three or two powder, which is mainly Hunan handmade rice noodles. It was founded in Dongguan, Guangdong in 2017. It opens the market through hand -made steaming. In addition to the current production of rice noodles, the code also insists on the current speculation to ensure freshness, which is thus received. It has been widely favored by consumers and has developed nearly 80 stores so far.

The emerging rice noodle brand pays more attention to creating the image of a chain store. Not only is it cleaner and hygienic than the street snack bar, it also pays more attention to unity in visual presentation such as VI. Some even enter the core business district to occupy the brand cognitive highland.

△ Picture Source: Ganni

(3) Attach importance to standardization and operating efficiency, and create a copyable store model. The above -mentioned subdivided rice noodle brands have relatively adopted the supply chain leading and highly standardized development strategies to lay the foundation for chain development.

For example, when the Gui Phoenix Store has only one digit, it has created an ecological food industry park in Guizhou; Hua Xiaoxiao and the Shuhai supply chain establishes a storage and distribution center in 13 cities across the country, which can solve the timeliness of product distribution.

In terms of standardization process, Xiangxiang can do two people to operate, and can be available in 15-30 seconds; Seattle and Hebei Wallace cooperation has established its own complete supply chain system. The sauce and rice noodles are customized. The taste and the raw ratio are completely standardized. The company is distributed to each store, which can realize the "fool -style operation" of the store.

Although only one store is currently in the camp, it has a flexible supply chain capacity. Taking sauce as an example, the ordinary supply chain sauce processing plant is at least 1 to 2 tons of ordering. According to the scheduling order, Xinjiang Xiao Luo can not only achieve 200 kg of production, but also It only takes 7 working days. According to the understanding of Junjun, at present, Xinjiang Xiaoluo products have achieved more than 90%of the standardization of supply chain, and the production capacity is enough to support the supply of thousands of stores.

△ Picture source: Hua Xiaoxiao

(4) Develop new retail business. Brands such as spicy Fengqin, Wu Jia, ah Zhenwei, Gui Phoenix, Ganni notes, etc. have all developed pre -packaged foods, online and offline sales, breaking the boundary boundaries, and increasing revenue channels.

Gui Phoenix launched a three -minute fast -boiled box for lamb powder, 15 minutes of self -heating and other convenient retail products. At the same time, it also sold red -hearted kiwi and Zunyi white water crickets, ham moon cakes and other special products. Relying on the relatively mature supply chain system accumulated in the past, Ganjie notes have laid the same pre-packaged food in Tmall, JD.com, Hema, 7-11 and other convenience stores.

From the perspective of mature industrial chain, the model of online retail and offline food has basically been opened, and the opportunity for rice noodles to expand retail food expansion is greater.

A few years ago, the "unbounded catering model" had created a more successful exploration. The income of the food store is affected by the epidemic, but the business of retail channels can continue to grow.

Subdivided rice noodle brand paths are generally concentrated in the above aspects. Different brands have different focus according to the characteristics of their categories, but they will follow one principle. Dives, and in the invisible back end, the pursuit of more standardization and efficiency is to make profits.

Is more and more subdivided rice noodle brands emerging, does it mean that the subdivide Rim Fan Circuit has begun to rise? Observing Jun interviewed a number of people in the industry, but they didn't think so.

"Subtiliation of rice noodles will continue to emerge, but it may not rise." Jiang Fenglin, the founder of Xiangxiang, believes that behind the rise of catering categories is a deep cultural gene and a large market foundation. Some subdivided rice noodle categories may be able to develop across regions, but it is easy to encounter ceiling, just high and low problems. "There is no cultural heritage or uniform taste type, as the carrier category loaded, it will not have too much market space." He added.

Fourth, Zhao Gang, the founder of the young people and Xiaoxiao Xinjiang fried rice noodles, said that there are many categories of rice noodles, even hundreds of species, but not every subdivision track has a chance. It is related, including the selected product raw materials, operation methods, profit models, etc.

He believes that "the volume of the category becomes stronger because of the sound of the brand. Whether a category can grow quickly depends on whether the model of the representative brand can achieve a win -win interest of the brand, practitioners and consumers, and compete In the more intense market environment, it still creates value for users. "

It can be seen that it is not important whether the rising rice noodle category rises. It is important whether the brand can find its own opportunity. Once you find a chance, it is possible to become a regional dominant and Wandian brand.

The three opportunities for the rise of the new brand of rice noodles have continued to break out of the Mi Fan brand in recent years. Observing Jun believes that the reason why they can rise on a large scale is the main reason for the Mi Fan's track to usher in development opportunities.

Rice noodles, like noodles, are super products with extensive market awareness, high standardization, and easy replication. After the epidemic in 2020, the advantages of rice noodles as high -frequency just needed categories have been further enlarged, which ushered in high -speed growth and attracted the high attention of capital.

According to the company's investigation data, since 2017, as of the end of 2021, in five years, more than 86,000 newly -registered rice noodles companies have entered this track.

△ Picture source: Hua Xiaoxiao

However, a significant category development reality is that the brand concentration of the rice noodle track is relatively low. Most of them are still husbands and wife shops and individual stores. Most of the chain brands are mainly regional development. At present, the category still lacks a national strong brand. Therefore, The brand -oriented transformation and the opportunity to achieve the brand of Wandian is a big factors.

The above -mentioned breakout emerging brands are actually verifying this trend, just like the words often said in the industry, "all business is worthwhile to do it again." The advantage of making rice noodles is that entrepreneurs do not need to go to the education market, as long as they evoke the cognition in the hearts of customers. But the track also means that many old brands have been entangled, and the competition is relatively fierce and can even be said to have long been a red sea.

So, what are the opportunities for new brands that want to enter the Mi Fan Circuit? Based on the analysis of innovative brands in this category, and observing the summary of Jun, the opportunity point of the rise of the new brand mainly exists in three directions:

First, new demands when old categories have. Like Xinjiang fried rice noodles, Nanchang mixing powder, etc., it belongs to the new segmented category needs to appear in the rice noodle track.

Under the trend of consumers' pursuit of diverse food, coupled with the spread of social media, more and more local specialty foods that were pretty good were planted by consumers across the country. Rise.

Second, when a new technology can solve the old pain point, or greatly improves the original efficiency.

In the past, some regional specialty foods could only develop in the local area due to the limitations of ingredients, but with the development of fresh -keeping technology and refrigerated transportation technology, new brands can solve this problem well.

For example, Gui Phoenix restores the highly restored Guizhou specialty snacks such as Kaili sour soup hot pot and sour soup doll to the Beijing market. With the development of food industry technology and the rise of new retail channels, the "full small full" series of rice noodle retail products launched by Hand Man Handmade Handmade Fans have harvested a large number of young people's pursuit, ranking among the top sales lists for e -commerce platforms to facilitate fast food sales.

Third, when the old categories play a new experience. For example, Ganni notes move the current fresh powder process of "non -heritage" to the store to meet the customer's visual and smell experience; the braised tiger will combine the hot halogen with the powder to meet the leisure needs of consumer snacks and drink, and create to create the creation New consumer scenarios.

In short, when the old categories have new needs, new technologies, and new experiences, this has opened a new ceiling for the new brand. For example, "Get" said in the headline column of "How to run a new brand in the old category": Differential is the driving force for commercial development. Compared with creating a new category, the differentiation of the old category has a larger market increase. (Author: Red Meal Brand Research Institute)

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