How can you lead the 60 billion bullfrog catering track?

So far a few years ago, bullfrog products have still showed good toughness. What direction is the head brand in this track now? Perhaps we can explore the development trend of future bullfrog catering from its dynamics.

This article was first created by the Red Meal Network (ID: hongcan18), author: He Peiling.

Recently, the First Financial Business Data Center and the frog Xiaoxia released the "White Paper of the Development Trend of the Bullfrog Catering Industry" (hereinafter referred to as the "White Paper"). The data of "White Paper" shows that the growth rate of the restaurant stores of the main restaurant store in 2020 has led the main owner roasted fish The restaurant of grilled fish and sauerkraut fish has become a veritable single product "new star".

Red Meal.com also noticed that after nearly two years of precipitated development, bullfrog catering is still a popular track that cannot be ignored. The bullfrog category still maintains a considerable growth rate in the entire catering industry. For example, the head brand frog Xia Xia in this track still maintains the pace of expansion. The number of stores has increased from 160 in 2020 to more than 260.

Why can bullfrog products be hot? What is the current development pattern of the entire bullfrog industry? What directions can the bullfrog brand be in the future? Red food network tries to start with the head brand of the bullfrog catering track and the market's various views.

The scale exceeds 60 billion, the bullfrog food is on the public table

Back to the history of bullfrogs to become popular dining tables, we found that from the promotion of breeding bullfrogs in the 1980s, the history of Chinese people has eaten bullfrogs for more than forty years. The restrictions on the jumping out of the Hunan cuisine, and it became a popular category to welcomes the popular categories of the South China Sea. It only occurred in the last ten years.

△ Picture source: Photo.com

In 2008, the first bullfrog single restaurant opened in Shanghai, and bullfrog chain catering began to appear on the market stage; in around 2016, a batch of chain restaurants with bullfrogs appeared like mushrooms. Bullfrog dining entered a period of rapid development. Bullfrogs became small. Another star item after lobster, grilled fish, and sauerkraut fish.

Some experts estimate that the overall market size of bullfrog catering has reached 60-80 billion yuan.

Why can bullfrogs become star products? Can it still create such a considerable market size? This is closely related to the attribute characteristics of the bullfrog category and the current market consumption demand.

First of all, the meat quality of bullfrogs is less than the tenderness of fish and the chewy of chicken, and the taste is delicate. And the characteristics of high -protein, low fat, low -calorie, low cholesterol in high protein, low -fat, low -calorie, and low cholesterol are in line with the healthy dietary needs of people at the moment;

Secondly, the adaptation of bullfrogs and peppers is very high, which also increases the "addiction" of bullfrogs. It can also be seen from "White Paper" that today's young people eat frogs "without spicy", more and more "top". At the same time, there are many ways to cook bullfrogs. There are traditional iron pot cooking, charcoal grilled cooking, and dried pot iron plate cooking, which satisfy young people's psychology of choosing a wide range of noodles, curiosity, new, and social.

△ Picture source: "White Paper Book of the Development Trend of the Bulls Catering Industry" (the same below)

Again, participants in the bullfrog industry are constantly exploring and optimizing bullfrog breeding technology, thereby promoting the rapid development of the industry. Taking the frog Xia Xia as an example, since the establishment of the brand, it has invested tens of millions of yuan to optimize breeding technology, plans to establish a standardized circulating water treatment system, and use leading technologies and advanced equipment to solve the uncontrollable factors of bullfrog growth, and take the lead in realizing the first realization Bullfrog "frog sex" innovative breeding model. The maturity and efficient supply chain level of bullfrog breeding technology eliminates consumers' concerns about the safety of bullfrog food, and allows the market recognition of bullfrog catering to continue to rise.

The Red Meal Network observes that the head brand market in the entire bullfrog industry is relatively high, and the total market for the four head brands such as frog Xia Xia accounted for more than 50%. The growth of the bullfrog catering market is also mainly driven by head brands. The head brand in 2021 new stores leading the brands of the waist and tail. Among them, the frog little man's overall performance is bright, accounting for high proportion and is accelerating expansion.

It is reported that there are currently more than 260 frog Xiaoxia stores, and the number of stores accounts for 14%in the entire market.

At the same time, the explosion of bullfrog products in the category, many restaurants also began to include bullfrogs as drainage explosives in the menu. Human bullfrog love set meal, the main seafood barbecue Hi -spicy foodie has launched the bulb barbecue double meal, Chongqing Hotpot Pavilion Chongqing people launched the bullfrog flat pot. There are also bullfrog items.

However, most of these chain restaurants only use bullfrog products as a restaurant. For more consumers, the "produced more professional" of bullfrog single -category restaurants is the first choice for eating frogs.

How should bullfrog catering players upgrade?

Bullfrog single -category restaurants have a good development momentum, but the competition in the bullfrog industry has become increasingly fierce, and homogeneous tendencies have begun to appear between products. How to highlight the bullfrog circuit in the future? How to attract more customer groups through innovation? Bulletin catering companies must think about.

To deal with these problems, the layout and strategy of head players have great reference significance.

In this regard, we tried a series of measures in recent years in the bullfrog industry. In recent years, a glimpse of the secrets of the bullfrog track brand can stand on the market and continue to grow.

First, adhere to the innovation of taste and category, form a differentiated advantage

The frog Xia Xia initially cut into the market with iron pot bullfrogs. "White Paper" data shows that iron pot bullfrogs are currently the hottest segmentation of the bullfrog catering track, and the expansion speed is the fastest. The number of newly opened stores and the growth rate has led other subdivided tracks. The frog Xia Xia, who has cultivated iron pot bullfrog for many years, has achieved the first place in the market for the first place in the track, accounting for 38%. However, the frog little man has not been able to stand on his own, and has been promoting product research and development and iteration. In September last year, the frog Xia Xia combined the snail powder with bullfrogs to launch a bitter snail frog. This innovation ignited the enthusiasm of young people to eat frogs. The month of this model surpassed the sales of classic green pepper perilla frogs. In short supply in many cities across the country.

In March of this year, the frog Xia Xia also put on a secret chopped pepper fat intestinal frog. The relevant person in charge said that the research and development intention of this new product is the crispy of the fat intestine and the tenderness of the frog meat, forming "conflicts, delicious taste, not delicious taste, not delicious taste, not delicious, not delicious. The effect of conflict "makes customers chew more and more vigorously, and want to eat more. At the same time, some studies have shown that just as the snail powder is famous for "stinky", the "stink" of the fat intestines is also a "addictive" deliciousness. Therefore, this new product has attracted a lot of loyal "eating customers" that has many consumption. Essence

From iron pot bullfrogs, to the bitter snail frog in the circle, to the secret chopped pepper fat intestinal frog, so far the frog Xia Xia has developed nearly a hundred main dishes with bullfrogs as the core. And the taste habits of the North and South areas, such as the recent frog Xia Xia has a new new time of the "durian finger spring roll" on Shenzhen, Nanning and Beijing stores.

Not only that, the frog Xia Xia also held the first Xia Xia Fan Fan Cultivation Society "Bamboo East" in July this year, inviting fans to participate in the new seal testing. According to reports, the event plans to become a permanent event, allowing consumers to truly participate in the development of new products and create products together.

Second, innovate and create a "cultural and creative+catering" model to consolidate the brand moat

"White Paper" shows that 83%of the "eating frogs" indicates the brand culture of catering brands, of which after 00 attaches the highest emphasis on brand culture. The distinctive brand style and unique decoration method are an important way to attract "eating frogs".

In this regard, frogs have accumulated the potential energy for many years. From the beginning of the brand's establishment, the frog Xia Xia has clarified the development model of "Cultural and Creative+Catering". With a martial arts -style frog as the brand image, through continuous updating the theme of the store scene, creating the frog Xia Xia as the main character as the main character. Stories, creating various types of frogs around cultural and creative products, empower the IP image of frog Xia Xia, and form a rich brand cultural and creative content matrix.

For example, in order to bring customers an immersive experience, from martial arts style to garden wind, the frog Xia Xia has made 5 scene upgrades in 7 years. For the dining scene, the "rain wire" formed with steel wire and light creates a rainy atmosphere; "Little Xiaya Yuzhu Pavilion" uses garden -style design. In the store, the landscape and tide -style murals of gardens and other gardens in the store highlight the "Xia Xia to Xia Xia to highlight the" Xia Xia "The theme of dining has won the love of young consumers.

It is worth mentioning that the IP image of the frog Xia Xia has experienced several changes in the past 7 years, and the relevant stories and surroundings have a richer connotation. Whenever new products, new stores, festivals and other nodes, frogs will launch comic stories with the theme of "Little Xiayou" or "Xia Xia Receive Monster", which will shorten with young consumers. The distance of the IP culture is scrolled.

In order to enhance the spread of the IP image, the frog Xia Xia has also devoted a lot of effort in public and private traffic over the years, such as continuous cooperation with many well -known brands, and launching martial arts -style high -quality content on platforms such as Douyin to accumulate private domains Flow, use small programs and other means to promote online and offline traffic conversion.

Third, adhere to food safety and high -quality ingredients, build a breeding technology barrier

The prerequisite for brand innovation and construction of brand culture is to ensure the quality and safety of the product. "White Paper" also pointed out that about 70 % of consumers pay attention to freshness and food safety when they go out for meals.

In order to control the quality of the product, the frog Xia Xia continued to polish the back -end supply chain, and adopted the "ecological breeding+supply chain" model to solve the problem of bullfrog supply from the source. At the same time, cooperation with universities and universities, establishment of "Demonstration Research Institute of Bullfrog Breeding", focusing on the "circulating water ecological" breeding of the bullfrog industry, and contributing to the standardization of bullfrog products.

It is not difficult to see that in this changing market environment, frog Xia Xia has continuously enhanced its brand competitiveness through products, marketing and technological innovation, becoming a force that cannot be ignored in the bullfrog catering track.

Troop

From the middle of the last century, crossing the sea to China, to now entering the table of ordinary people, bullfrogs have attracted a large number of young people to become their hardcore fans with their delicious and healthy attributes, and developed into national popular categories. Batch the bullfrog catering brand like Frog Xia Xia continues to write a new chapter in the age of the bullfrog circuit.

Generally speaking, the dividend period of bullfrog products is far from over. "White Paper" shows that consumers have high acceptance and willingness to accept the innovation of bullfrog catering, and they are also willing to try the unpopular flavors such as roasted bullfrogs and braised bullfrogs. In the past two years, some catering companies have also tried water prefabricated vegetables and other businesses. The imagination space of bullfrog dining is still sufficient.

- END -