"Food in China, taste in Sichuan."
Looking at the entire catering industry, whether from the perspective of cuisine or from the perspective of dishes, Sichuan cuisine with spicy and fragrant flavor and hundreds of dishes is a frequent visitor to the top list.
But in reality, although Sichuan restaurants have opened to all parts of the world, ranked among the ranks of "world cuisine", and are famous, the entire Sichuan cuisine restaurant still lacks a resounding brand, which is also a new challenge facing the current authentic Sichuan cuisine industry. Especially in the post-epidemic era, with the gradual recovery of the catering industry, the entire catering industry, including authentic Sichuan cuisine, has also ushered in new challenges and development opportunities.
Recently, as the authentic Sichuan brand Haoji under the global food industry giant Nestlé, it launched two HaojiChuan hot sauces to help authentic Sichuan cuisine seize the new development opportunities in the post-epidemic era.
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NEWS
Changes in the catering industry in the post-pandemic era
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According to data from the National Bureau of Statistics, in 2021, China's catering industry will return to positive growth, and the development momentum of the entire catering industry is still strong. In the first half of the year, the revenue of China's catering industry reached 2,171.2 billion yuan, which was basically the same as that in the first half of 2019, an increase of 48.6% year-on-year. Although the growth rate in the third quarter slowed down due to the impact of floods and sporadic epidemics, the revenue of the national catering industry from January to September also reached 3,275 billion yuan, and the year-on-year growth rate was still 29.8%. However, compared with 2019 before the epidemic, the revenue of the catering industry in the first three quarters of this year fell by 1.2% year-on-year, which shows that the consumption of the entire catering industry has not yet fully recovered.
Nowadays, the domestic consumer market has entered a new stage of development in the post-epidemic era, and more specific new requirements have been put forward for catering enterprises, whether from the industrial side, supply side or consumption side.
On the one hand, from the perspective of the change in the number of catering enterprises, the enterprise investigation data shows that as of April 2021, there are 10.058 million catering-related enterprises in China. Among them, in the whole year of 2020 and the first quarter of this year, the number of newly registered enterprises was 2.364 million and 626,000 respectively, an increase of 25.5% and 113.3% year-on-year.
Obviously, from the perspective of the number of enterprise growth, everyone has not lost confidence in the future development of the catering industry because of the black swan event in 2020, and the enthusiasm for investment and entrepreneurship in the field has not diminished at all; at the same time, with more and more involved enterprises, the chaining process of the entire catering industry has further accelerated, and the industry competition has also intensified. Under such a background, if catering enterprises want to develop steadily in the post-epidemic era, they must come up with their own core competitiveness.
On the other hand, from the perspective of catering consumption scenarios, driven by the Internet, the current catering industry is mainly based on two scenarios: dine-in and takeaway. Among them, in the dine-in scene, under the general trend of rising costs such as rent, labor, raw materials, etc., how to improve their profitability will determine the viability of most catering enterprises, especially stores; and in the takeaway scene, in addition to solving problems such as food safety, order frequency, and distribution, many catering enterprises or stores that specialize in dine-in have also accessed the takeaway platform, plus the platform commission, some catering enterprises that focus on fast food and light food are more severe.
In addition, since the epidemic, consumers' willingness to eat out has weakened, further reducing the source of customer flow for catering enterprises. At the same time, convenience foods and prepared dishes promoted by the home economy have also encroached on some of the catering market share. It is worth mentioning that although prefabricated dishes have accelerated the standardized development of the catering industry, they have also solved the "kitchen anxiety" of many families, and with the rise of many emerging channels, many consumers have begun to return to the family kitchen.
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Opportunities and challenges of "authentic Sichuan cuisine"
In the trillion-dollar catering market, Sichuan cuisine and hot pot are undoubtedly the categories that contribute the most.
From the perspective of the number of stores, according to the "2021 Meituan Catering Industry Report", in 2020, the number of major specialty subdivisions in 2020, Sichuan cuisine and hot pot ranked first with a proportion of 28.8%, and much higher than the second place of 8.7%; and from the perspective of dishes, Sichuan cuisine accounted for 3.7% of the total takeaway, an increase of 85% over 2018; and in the top 100 consumer recommended dishes, nearly 20% were Sichuan cuisine.
But behind the heat, we must also see the shortcomings of Sichuan cuisine.
On the one hand, in addition to the hot pot, the market share of Sichuan cuisine has been reduced, and, in addition to the hot pot, there has not yet been a large volume of Sichuan cuisine brands born, resulting in the lack of a dragon head in the entire category; on the other hand, the root of the lack of dragon heads is that the chain rate of Sichuan cuisine is only 14%, far lower than the 19% of the hot pot, and even less than Hunan cuisine; there is also a lack of popular dishes based on the characteristics of Sichuan cuisine, many Sichuan cuisine catering enterprises lack explosive dishes, it is difficult to focus on refining, doing thoroughly, and also bringing shackles to their chaining.
On the consumer side, many consumers complained on social media: "Out of Sichuan and Chongqing, I have not eaten authentic Sichuan cuisine." ”
Indeed, although Sichuan restaurants are all over the world, most Sichuan restaurants outside the Sichuan-Chongqing region, in order to cater to the tastes of local consumers, lack of principle and systematic "localization" improvement of dishes and tastes, resulting in Sichuan cuisine not only not forming characteristics and scale in the local area, but also greatly reducing the consumer impression of Sichuan cuisine.
However, Sichuan cuisine also has a very obvious advantage.
First of all, most of the foreign consumers' cognition of Sichuan cuisine is limited to the level of spicy taste, and they are eager to do so. According to statistics, there are more than 3 billion people eating spicy food in the world, and the massive consumer group and the mature market education of Sichuan cuisine have laid a solid foundation for its future market expansion.
According to other data, spicy dishes account for only 30% of Sichuan cuisine, and the massive dishes are enough to cultivate unicorn enterprises in the Sichuan cuisine industry, and there are also spicy beef, small crispy meat, sauerkraut fish, Mao Blood Wang, saliva chicken, mapo tofu, husband and wife lung slices, kung pao chicken, boiled fish and other hundreds of well-known dishes, enough to support the growth of a large number of authentic Sichuan cuisine catering enterprises that focus on professional and specialty dishes.
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Gokichigawa's Help "Kawanaide River"
When it comes to Sichuan cuisine, there is a clear polarization: part of it is a thorough improvement of local consumer tastes; the other part is to strive for authentic Sichuan cuisine.
This time, Haoji's newly listed Sichuan hot sauce still adheres to the principle of "taking root in Sichuan cuisine culture and innovating authentic Sichuan flavors", and provides kitchen solutions around how to maintain authenticity after Sichuan cuisine leaves Sichuan. In Haoji's view: "Sichuan cuisine catering enterprises only pay attention to consumer needs and dynamics in a timely manner, launch related services and products, and through the continuous innovation of environment, services and dishes is the new driving force for growth." ”
At present, Haojichuan hot sauce has two products, classic Sichuan hot sauce and soyochuan hot sauce, both of which use convenient PET filling, with a specification of 500g/can.
Among them, the classic Sichuan hot sauce is mainly Sichuan-style classic home-cooked compound flavor, suitable for Watercress fish, boiled meat slices, braised beef and other Sichuan-style red soup dishes, so that the dishes are spicy and fragrant, the bottom flavor is full; while the soy sauce is mainly Sichuan-style soy sauce compound flavor, suitable for rice cold powder roasted beef brisket, mapo tofu, tempeh crucian carp and other soy sauce dishes, easy to achieve a grained soy sauce dish. Both products have the characteristics of wide applicability and strong practicality.
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Three selling points, cut to the back kitchen pain points
It is understood that this series of products use strict Nestlé standards to select excellent raw materials, and after strict selection and testing, carefully modulated, and through the majority of chefs to evaluate and adjust before officially introduced to the market.
The main products are real materials, authentic Sichuan flavor and simple and fast, all cut in Sichuan cuisine pre-made sauces need many spices to prepare the cumbersome and quality control problems, is the real pain point of many restaurant kitchens in non-Sichuan-Chongqing areas. In the early professional chef survey, the overall favorability was as high as 90%.
At the product application level, Haoji aims at the only way to grasp the "dine-in + takeaway" two-handed mode of Sichuan cuisine, aiming at some "no spicy and no happy" consumer groups, and an innovation in the seasoning of Sichuan cuisine.
As we mentioned earlier, whether it is dine-in or takeaway in the catering industry, the speed of cooking, the quality of dishes and the stability of taste are the keys to determining the future development of catering enterprises. The Haojichuan hot sauce can shorten the cooking time of traditional dishes from 30 minutes to 1 minute, which greatly saves the energy consumption cost of restaurant stores, accelerates the speed of cooking, and more importantly, the unified pre-made sauce recipe not only makes the restaurant's dishes taste better and more stable, but also leaves enough room for the back kitchen to play, avoiding the homogeneous competition of the restaurant.
More importantly, authentic Sichuan sauces such as Haojichuan hot sauce can ensure that Sichuan cuisine remains authentic after "leaving Sichuan", and plays a positive role in promoting the world of Sichuan cuisine.
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