How much imagination does the meat crab pot have?

From the growth of barbaric to regression, what is the meat crab in the era of category upgrade?

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

Recently, the store operation of a restaurant owner's "sun" attracted the attention of the red food network. It can be seen from the photos released by his circle of friends that his shop is full of customers.

The restaurant owner's surname is high. Its store is located in Hohhot, Inner Mongolia. It focuses on meat crab pot with an area of ​​more than 100 square meters. The average monthly turnover of this year can reach about 380,000.

In 2016, he was born in the category of meat crab pot. After tasteing the major brand products in the market, he opened a Miss Mi meat crab pot. In the past 6 years, Mr. Gao has opened two new meat crabs. According to him, the highest annual turnover of the three stores he opened last year was as high as 5.1 million.

The Red Meal Network observed that the volume of meat crab pots in the past two years seems to be much less. Why can the boss's meat crab pot store still maintain a good development momentum?

We tried to trace the source of the meat crab pot. In 2015, how did the big single product change in meat crab pots changed? What is the current market competition in this category? What are the directions worth breaking?

From barbaric growth to regression rationality, meat crab pot categories have entered the era of upgrade

The origin of the meat crab pot has been circulating two statements. One is the nourishing casserole that originated in the palace of the Ming Dynasty. It is cooked with a casserole. It uses fresh meat crabs and shrimp as the main ingredients and is made from high fire. The second is the source of Myanmar and Bangladesh. The meat crabs in the meat crab pot refer to the iron crabs of Myanmar.

But neither of these claims have been widely recognized. However, although the origin of the meat crab pot is unknown, it has a trace of time.

Around 2015, the catering industry is at the peak of the "single product is king". Because of the flexible business model, easy to reproduce, and the market entry threshold is low, meat crab pots, bullfrogs, meat crickets, grilled fish and other single -product stores The market is full of popularity.

From the second half of 2016, the meat crab pot quickly became popular. From the Jiangsu and Zhejiang area to the country, a group of brands of the main beating meat crab pot have also begun to grow rapidly. In just a few years, the brands and stores on the market on the market have doubled.

The change of data is the best proof. According to the data of the company, the registration volume of meat crab -related catering companies in 2016 increased by 330%year -on -year. Since then, new meat crab pot brands have been appeared in the market. It is worth noting that although the catering industry is shrouded in the haze of the epidemic, the registered volume of meat crab pot companies in 2021 increased by 120%year -on -year.

With the changes in the market, the attractiveness of a single product to consumers gradually weakened, and the brands of meat crab pot began to gradually enrich the product matrix to attract more customers and broaden consumer groups, such as chicken feet, bullfrog pots and other pot categories Products have been listed one after another. Some brands have added tea, snacks and other categories based on the meat crab pot.

Overall, the development of the category of meat crab pots, we can look at it in three stages:

1.0 era: Most of the brand operates a single product with crab -based;

The 2.0 era: The brands of meat crab pot start to pay attention to the richness and differentiation of the product, and continue to expand category boundary;

The 3.0 era: The market has gradually returned to reason, and the category of meat crab pots has entered the era of upgrading, which also puts forward higher requirements for enterprises. The brand wants to stand out from the fierce competition market, and it is indispensable for products, environment, and services.

Disassembling typical representatives, see how the brand of meat crab pot brand in the 3.0 era upgrade leap forward?

In the 3.0 era, how can the brand of meat crab pot be exactly exerted? How to strengthen brand characteristics and deepen the brand's cognition and influence in the market, giving young generations of consumers' freshness, becoming a big problem that the meat crab pot brand must break through at the moment.

Take Ms. Miss Mi's meat crab pot, which was mentioned at the beginning of the article as an example. According to Red Meal.com, Miss Mi's meat crab pot was established in Shanghai in 2015. Even during the epidemic, most stores also maintained revenue growth. You know the whole leopard. Next, we try the secrets of the brand upgrade and occupation of the market for the upgrade and occupation of the market from Miss Mi's in recent years.

1. Double explosive strategy, upgrade from product to scenes

With the maturity of the category, there are some common problems with meat crab pots. For example, the main products lack innovation and consumer scene Lei is as unprepared.

In essence, whether it is a product or the innovation of consumer scenarios, differentiation is always a great weapon for the competition in the market competition.

Considering the differentiated brand and market demand, Miss Mi is positioned as a "small party" catering, which focuses on explosive product meat crab pot. Products of different categories such as special cold dishes and drinks.

"In the process of positioning, the principle we follow is to meet the taste needs of consumers, not the ownership of the category. I think unbounded is the best boundary." Said Miss Li founder Li Wanfang.

Through product innovation and scene upgrade, Miss Mi created a distinctive and unique brand image.

First of all, from the perspective of product innovation, in 2019, Miss Mi launched the double explosion strategy of meat crab pot+fascination crab.

Red Meal.com learned that the fan -in crab series products are innovative products launched by the product technical consultant of Cantonese cuisine Lu Jinquan. The method of boiling the red oil in this product also applied for a national patent. The fascination crab series adopts the method of eating dry pot and then shabu -shabu. The product taste is very rich. In addition, this series can also be used as supper, which greatly increases the profitability of the store. In addition to product innovation, Miss Mi's store decoration style has also been considered, innovating and upgrading the consumer scene of meat crab pot. Different from the traditional industrial style, Miss Mi highlights marine elements in terms of door, store style and other aspects. It has designed a simple and refreshing marine style and a small modern style style with a light crab shell. The aesthetics of young people.

2. From the factory to the store, the supply chain is standardized and upgraded

The supply chain is a seat belt operating by a dining company. In 2021, after the shocking food safety incident of a meat crab pot brand, consumers are more concerned about meat crab pot.

In this case, Miss Mi gradually introduced the open kitchen, allowing guests to pick crabs themselves, and marked on to achieve the transparent and visual production process.

"The signature of meat crabs can be traced back, full of penalties, national patent formula, national master consultant." This is Miss Mi's guarantee for consumers.

Since 2015, Miss Mi has continuously improved the construction of the supply chain, and has established a standardized, scientific and technological and intelligent central factory with third parties. The supply of supplies required for franchise stores is constantly delivering sauce and related ingredients to franchisees across the country every day.

Considering that remote purchase of live shrimp and crabs is difficult to control the cost of purchasing, Miss Mi builds a small custody pond in stores in various places, which can ensure the quality of the raw materials and effectively control the cost.

From the procurement, production and processing of raw materials, to logistics and distribution, the whole process is standardized and intelligent to ensure the freshness of the ingredients. After several years, Miss Mi has gradually cooperated to build a complete supply chain from the factory to the store.

3. Online and offline, digitalization promotes franchise management upgrade

For any chain franchise brand, the management of franchisees is very important. If the franchisees are not controlled and the quality problems such as quality, the negative impact will affect the brand's side, causing the brand image to decline. Therefore, Miss Mi attaches great importance to support and management of franchisees.

From the store selection, store design, opening preparation, operation management to the introduction of resource introduction after opening, Miss Mi's headquarters participated in the whole process to provide professional training guidance, such as a franchisee to the company's headquarters to carry out a pair of 7-15 days before the opening of the business. For a training, the headquarters also provided 7-30 days of shop service after opening to ensure the smooth operation of the store.

In terms of franchisee management, Miss Mi has a complete set of store management landing standards "O, S, C+SOP" output to franchise Produced by the headquarters.

In addition, the headquarters will conduct regular or irregular supervision and patrol stores to check the standards of the store production standards and food safety. It is worth noting that Miss Mi also set up an exclusive "mysterious customer" department to check the stores of the franchisees at any time in order to discover timely discovery And adjust the problem of franchise stores.

Online, the headquarters uses multimedia methods to regularly carry out communication with franchisees to assist franchisees to summarize and summarize issues, and continue to optimize store operations.

In 2020, Miss Mi introduced the digital operation management system to connect the business data of franchise stores in real time to achieve digital, pictureization, and processization of operation management, and effectively solves the problem of first -line tour shops and standardization. It can also use online data to help franchisees analyze the current status of the store, greatly improving the communication efficiency between the headquarters and the franchisee, and the synchronization of operation management.

After a series of adjustments and upgrades, Miss Mi stepped into the meat crab pot step by step, and firmly occupied a place in the field of meat crab pot.

In the next ten years, there is still a lot of imagination in the category of meat crab pots

Although the meat crab pot has developed in more than ten years, some people have always believed that the development prospects of single product categories such as meat crab pot have always been limited. Has the development of meat crab pots touched the "ceiling"?

From the perspective of product adaptability, the meat crab pot is mainly used for seafood products, and the people of the north and the south can accept it. There are no regional differences. This is a valuable point on the meat crab pot. It also represents the broadest room for development of meat crabs.

From the perspective of cost-effectiveness, the seafood of crab is high-end ingredients, with high prices, but the unit price of most meat crab pot brands is concentrated at 60-100 yuan. Compared with the average price of 100+ high -end ingredients, the meat crab pot has a high cost performance and can also bring a good consumption experience to customers.

From the perspective of market development space, at present, most of the meat crab store stores are in the first and second -tier cities, three, fourth -tier cities, and county seats such as many markets are blank, and there is still a lot of room for sinking markets. With the improvement of the living standards of our people in recent years, the consumption capacity of third- and fourth -tier cities has become stronger, and the acceptance of new products has become higher and higher. It is also like Miss Mi ’s market layout. Most of its stores have layout in third- and fourth -tier cities, and they have achieved good results. Boss Gao, who mentioned earlier, can also reach about 170,000 monthly turnover in the meat crab cooked shop in Tongliao, Inner Mongolia.

From this we predict that the meat crab pot as a special category, there is still a lot of room for appreciation in the future.However, it should also be noted that at the moment when the epidemic is normalized, there is no shortcut to go to many meat crab pot brands in the closed loop of the industrial chain, there is only one idea of breakout -continuous innovation and strengthening internal skills internally.Miss Mi's development strategy revealed by Li Wanfang, "In the future, it will continue to innovate and continuously enhance the brand's influence."

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