The crispy pork belly, what enlightenment for catering entrepreneurs?

In the post -epidemic era, with many advantages such as small investment, low risk, and high gross profit, snacks are ushered in the spring of entrepreneurial investment. But some seemingly hot online red snacks, preferred Jun suggests not to chase.

A few days ago, the relevant data of the 2022 "Must -eat list" released by the public comment showed that the order volume of snack merchants has increased by 12%in the past year, confirming the hotness of the snack track. However, this does not mean that all snack categories will be a good business worth investing.

Today, the best chosen to review the process of "Internet celebrity" snack crispy pork belly from becoming popular to one place, so as to give some inspiration for entrepreneurs who want to enter the snack track.

△ Closing Wuxi Meat Store, Red Dining Network Photo

The crispy skin of the social network has been on the social network

Last year, the crispy pork belly was a mess on the social network.

On the short video platforms such as Douyin, Kuaishou, and B Station, there are many promotional videos about crispy pork belly. Eighty of the ten gourmet bloggers may be on the crispy pork belly. In the video, the blogger's "click" sound, and the oil flowers overflowing on the mouth, all stimulated the taste buds of netizens in front of the screen.

Crispy pork belly is also evident from the broadcast volume of these broadcast videos. For example, Douyin blogger "MR Bingbing" received 64,000 collection, 105,000 comments, 176,000 reposts, and 2.208 million likes released on October 19 last year. Essence

△ Picture source: Douyin screenshot

At the same time as online, the offline crispy pork belly shops are also expanding crazy.

Preferably observed that at the time, many companies that joined the banner of joining also heard the wind. These crispy pork belly brands will emphasize that their entry thresholds are very low when the investment promotion joins. About 10,000 yuan can be prepared to open a store, and you can return it in one month.

Under their strong publicity, a large number of crispy pork belly shops such as Master Zhu, Master Li, Master Zhang, etc. appeared in the market soon. The stall, or the street shop, and "high -end", that is, the three -five -square -meter shop in the mall. Depending on the fixed section, the pricing of crispy pork belly in these shops is also different, one is often between 20-40 yuan.

A netizen who worked in Haizhu District, Guangzhou told Youcai Jun that last year at a hundred -meter -long snack street near his company, he could see that there were no less than five crispy pork belly, and the number of people in each family was many. Essence

△ Five -flower meat stores with long lines, photos of red meal nets

One coaxed to the ground, the crispy pork flesh "cool"

The once popular was still in front of it, but now the market has changed.

Crispy pork belly still has the recipes of major food bloggers. From time to time, there are also food bloggers how to make this food, but there are not many netizens participating in it.

The popularity of crispy pork belly has fallen sharply online, and it also feeds on offline stores.

In March of this year, short video bloggers "report! Fish" visited a snack street that had been covered with crispy pork belly shops in Guangzhou. In the picture, the crispy pork belly shops of the long queues have disappeared. Some of them pulled down the gate and posted a transfer notice, while others changed their new signboards and sold milk tea or yogurt twist.

The closure of crispy pork belly shops is not only staged in a city in Guangzhou.

A netizen in Lanzhou told Gao Jun that a crispy pork belly located in Zhongtianjian Plaza, Lanzhou. When he just opened last year, he could not buy it, and now no one has been asking; a netizen in Nanning, Guangxi said that he wanted to do it not long ago. Buy a crispy pork belly and taste it, but it was found that few people had sold it. Many crispy pork belly shops that had long lines had changed the door.

From one coax to one place, the crispy pork belly only used for half a year. Why?

The product is single, the price is high, and the repurchase rate is low

As we all know, the category of snacks pays attention to high -frequency repurchase, and crispy pork belly has a very fatal weakness, which is too tired. Whether it is on the public reviews, on the vibrato, there are many evaluations related to "greasy". Many consumers will try it with curiosity, but after eating it once, I feel too greasy, so I do n’t have a second time.

As a category of snacks, the pricing of crispy pork belly is not low. From the perspective of the per capita consumption of some crispy pork belly shops in the public comments, a small portion is 25 yuan, a large portion of 35 yuan, and the lack of price advantages. Many consumers buy crispy pork belly just to taste early, and the repurchase rate is not high.

The market is mixed with fish and dragons, and the quality of the product is uneven

The best choice for the online search and found that there were several companies that joined the signboard of "Master Zhu". Moreover, there are many Master Li, Master Zhang, Master Huang, etc. in the market. They are under different signboards, but they are promoting exclusive secret recipes, claiming that they are the most authentic.

△ Crispy pork belly joining information on the webpage

According to an industry insider, most of these crispy pork belly brands are made by some fast recruiting companies. We can see that in many stores, in addition to the "Internet Red Crispy Pork Character", they will also be attached to "Joining Hotline".

Preferably also found that there are still many tutorials for making crispy pork belly on the Internet. Some entrepreneurs follow the tutorials to learn from the tutorial, and then buy some seasonings from the Internet to open the store directly.

A large number of entrepreneurs poured in, but there was no high -quality brand support, which caused the entire crispy pork belly market to be extremely chaotic, and it was also expected that the feathers in the event were also expected. A Douyin blogger revealed to the Optimum Jun that last year, Zhangshan Dragon Crispy Pork Success opened fifty or sixty stores in Guangzhou. At present, many stores have closed down and transferred.

When preferred to search for "Zhangshan Dragon Crispy Flower", he found that only two related merchants were left. One store near Dongpu was still in its business, and the other showed that "has not yet opened".

What enlightenment to catering entrepreneurs with crispy pork belly that has less than half a year?

The crispy pork belly from appearing to explosion to fire, telling us a fact: snack category is very hot, but not all snacks are worth making.

What kind of snack category, we need to invest cautiously to enter the game?

The operation threshold is too low, and there are almost no core barriers.

For snacks, the products are too single to be imitated. In the endless catering market, you have no new tricks. Young people are easily attracted by new things. When you have a freshness, everyone will not buy it.

△ The crispy pork belly shop of the customer Yingmen is now unattended. Picture source: red food network photo

For example, the "soil slag cake" that was once the top of the street, because the technical content was low and the threshold was low, and it was easy to copy. Many people went to open the store like a nest. As a result, consumers were fresh. The transformation or even closed down.

All in all, the snack bar seems simple to open, but it is necessary to live well. It must have core competitiveness. For example, the need for brand development and innovation to build an effective competition threshold.

Category that runs counter to the current popular trend

Health consumption is the general trend. However, from the perspective of raw materials or production methods, crispy pork belly is ultimately a food representative of "high oil, high salt, and high calories". "Light fat" and other eating concepts run counter to the end.

In a name about "what is the calories of crispy pork belly", some respondents responded like this: Crispy pork belly contains 550 calories per 100g. The calories of 100 grams of crispy roasted meat are equivalent to: 1.9 bowls of rice, 10.7 through vegetables, 4.5 apples. You need to run for 53 minutes, skip rope for 42 minutes, and 91 minutes to be consumed.

It is foreseeable that for young people who have the troubles of healthy anxiety cards in this year, crispy pork belly is obviously not in line with the consumer needs of contemporary young people. Therefore, whether the snack category is healthy and whether it is in line with the current consumption trend, it is also the main factor that entrepreneurs need to consider when investing in the snack category.

△ Crispy pork belly, picture source: red dining net photo

Conditions with limited consumption scenarios

As we all know, the wider consumption scenarios, the higher the frequency of consumption. The category of too narrow consumption scenarios is not suitable for opening in the form of a specialty store, let alone it is used as a business for a long time.

May I ask, when will consumers want to eat crispy pork belly? More than 90%of them may be seen when they are hanging out. Few people will order a crispy pork flesh when brunch, afternoon tea, or friends meet. I like to come to a cup of tea and eat snacks. This is a long -term cognition and cannot be easily changed.

Conclusion

From the perspective of preferably, the snack bars that can really afford time test must be affordable, good reputation, good nutrition and health, and rich meals. Obviously crispy pork belly does not meet the above requirements.

In the era of traffic, the Internet celebrities are cool for a while, and long red is the king. The Internet celebrity explosion will only bring a momentary carnival. The long -term business must meet the needs of the general public and can stand the market test. Therefore, catering entrepreneurs should learn to maintain rationality and invest cautiously in front of the wind.

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