The courtyard is a little deeper, and the beef is fresh.
The fresh beef hot pot brand Zuo Ting Right Courtyard, which is popular in Jiangsu, Zhejiang and Shanghai with "fresh beef" and "courtyard style", recently opened an upgraded version of the store - black gold theme store in Xintiandi Square, the commercial center of the magic capital. As the first black gold store in China, the store has not only comprehensively upgraded its environment, services and dishes, but also has important significance for the future development of the left court and the right courtyard.
With the continuous prominence of the demand for consumption upgrading and the market reshuffle in the post-epidemic era, the market demand for "quality catering" is gradually emerging in many categories. The left and right courtyards that have been leading the development of fresh beef hot pot, along with the emergence of black gold shops, undoubtedly led this trend again, and raised the quality of fresh beef hot pot to a new dimension.
From "Red" to "Black"
Upgrades are not limited to the environment and colors
On November 19, the Black Gold Store in the Left Court and right courtyard was officially opened, which is also the 96th store in the left court and right courtyard.
A food big V with a keen sense of smell wrote in his Weibo: "This black gold shop, contrary to the classic trend red of the left court and the right courtyard, runs through the store with obsidian black and champagne gold as the theme colors, integrating the decoration style of Chinese courtyard style, at a glance, noble and elegant without losing the majestic atmosphere." Slowly walking inside, the gorgeous and unique wine cabinet, comfortable and elegant seats, white tablecloths, slowly flowing piano music, if you don't see someone is shabu-shabu, you think you have mistakenly entered a high-end Western restaurant. ”
Once upon a time, while the popular hot pot was popular all over the country and the world, it was also labeled as noisy, greasy and low-end, almost unrelated to the words light luxury and high-end. Dating is afraid of clutter, business banquets are not graded, and the scene of eating hot pot is more limited to dinners between relatives and friends.
The black gold shop in the left court and the right courtyard has broken through this limitation to a certain extent.
Light luxury and elegant environment and thoughtful and moderate service needless to say, in the configuration of dishes, black gold shop is also very suitable for business banquets, private banquets and other high-end needs.
For example, the scarce part of fresh beef - snowflake beef, because of the higher fat content, more tender meat, more mellow and rich taste, in the left court and right courtyard other stores are often out of stock, and the black gold store is fully supplied; moreover, the black gold store has also upgraded the way of eating fresh beef, in addition to shabu-shabu, it can also be made into rattan pepper teppanyaki, beef skewers, beef fried rice, beef fried dumplings, etc., to meet the different needs of customers to the greatest extent. In addition, high-quality fresh seafood such as abalone and grass shrimp also further enhances the richness and quality of fresh beef hot pot ingredients.
It is worth mentioning that the black gold store in the left court and the right courtyard with a per capita consumption of about 300 yuan, although positioned as a high-end, never pursues formal and retreat things, but pursues the exquisiteness of ingredients and craftsmanship, as well as just the right service. What the left court and the right courtyard have to do is to create a different and more high-quality fresh beef hot pot, which doubles to meet people's taste preferences and business needs.
Black gold shop
In fact, it is the advantage of the supply chain
In recent years, especially since the epidemic, the Chinese people's awareness of the demand for healthy ingredients has continued to awaken, and the demand for beef consumption has continued to rise.
According to the "2021 Hotpot Industry Big Data Analysis Report" released by the China Cuisine Association in October this year, the growth rate of the skewered incense hot pot stores with the largest number of stores in the hot pot category has decreased slightly, and the growth rate of beef and mutton hot pot is obvious, surpassing sichuan hot pot and ranking among the top 5 sub-categories of hot pot. In terms of hot pot ingredients, beef, pork and leafy vegetables are among the top 5 residents, and in the Sichuan-style hot pot, the most popular are beef and pork, accounting for 8.2% and 7.6% respectively; in the Cantonese hot pot, it is also beef, accounting for 18.9%. In the northern hot pot, it is mutton, accounting for 14.4%;
The Chinese people's love for beef and the increase in consumer demand are undoubtedly a big positive for the left and right courtyards that specialize in fresh beef hot pot.
However, Zuoting Right Courtyard can survive the "Thousand Cow Wars" in 2016 and 2017, develop to the scale of nearly 100 stores, and become the leading brand in the beef hot pot category, mainly relying on its ultimate pursuit of ingredients.
Since the first store went viral in Shanghai in January 2015, Zuoting Right Courtyard has been working hard to open up the fresh beef supply chain, and then gradually expanded at the same time, and completed the cooperation with the cattle source of high-quality pastures, the technological upgrading and innovation of cold chain transportation, and the food-grade transformation and upgrading of slaughterhouses. This series of continuous efforts at the end of the supply chain has finally achieved today's left and right courts.
Nowadays, in the Jiangsu, Zhejiang and Shanghai areas, the left court and the right courtyard have almost become synonymous with fresh beef hot pot, and fresh beef that takes only a few hours from slaughter to table has been recognized by many customers and spread by word of mouth.
The advent of the black gold store can be said to be not only the need for brand upgrading at the market end of the left court and the right courtyard, but also a result of the natural promotion of the fresh beef supply chain that is constantly improving and upgrading its back end.
Store upgrade
Lead the trend of upgrading hot pot consumption
As mentioned above, the black gold shop in the left court and the right courtyard meets people's high-end needs such as private banquets and business banquets to a certain extent. In fact, in recent years, the entire hot pot industry has shown a trend of consumption upgrading, banu mao belly hot pot even directly put forward the concept of "elite hot pot", positioning the target group as elites.
According to the data of the "Hotpot Industry Research and Consumer Research Report" of the 36Kr Research Institute, since 2013, the market growth rate of mid-to-high-end hot pot has exceeded that of the mass hot pot market, and the per capita consumption amount and consumption frequency of the mid-range market in 2018 have increased significantly. In addition, according to the survey data of 36Kr Research Institute, more than half of consumers choose hot pot 10%-30% of them when eating out, and most of them are high-end hot pots with 70-130 yuan per capita.
It can be seen that the rapid growth of the high-end hot pot market is an important reason for the growth of the overall hot pot industry, and the hot pot industry is expanding upwards to obtain incremental space, which is also the general trend of the industry's consumption upgrade.
As the leader of fresh beef hot pot, zuoting and right courtyard launched the country's first black gold store, which undoubtedly led this trend again.
As early as the beginning of this year, the left court and the right court positioned "shengwei" as the development keyword in 2021, and comprehensively improved the development dimension in terms of products, store layout, corporate culture, and brand. The black gold store is a preset action in the store layout.
According to reports, in 2022, while continuing to lay out regular stores, Zuoting Right Courtyard will also successively launch upgraded stores such as black gold stores and flagship stores to meet people's love for fresh beef hot pot and consumption upgrades through different levels of store structure.
Co-creation of "standards"
Moving towards a first-class enterprise
Whether it is obsessed with creating a back-end fresh beef supply chain, or consciously upgrading products and store types, Zuoting Right Courtyard is actually committed to promoting and leading the development of fresh beef hot pot, as well as allowing more people to eat high-quality, healthier fresh beef.
To this end, the left court and the right court have begun to explore the front end of the industrial chain.
At a tasting meeting held at the Black Gold Shop of the Right Courtyard of the Left Court, Dr. Tan Yongsong of the Shanghai Academy of Agricultural Sciences revealed that the Shanghai Academy of Agricultural Sciences and the Right Courtyard of the Left Court are working closely together on the processing theory and technology research and standard formulation of hot fresh meat, and the two sides are currently jointly sorting out the enterprise standards, and in the future, on the basis of the enterprise standards, in the case of perfect and available conditions in all aspects, gradually strive to upgrade to the line standard or even the national standard.
According to Tan Yongsong, "At present, the categories in China's beef consumption market are mainly divided into three types: hot fresh meat, cold fresh meat and frozen meat. Hot and cold meat can be collectively referred to as raw meat. Fresh meat consumption accounts for about 80%, of which hot fresh meat accounts for about 60%, while frozen meat accounts for less than 30%. China is a big consumer of hot fresh meat, in recent years, researchers at home and abroad for the consumption and nutritional quality of hot fresh meat for the deep cause of the analysis, found that there has not yet been a stiff hot meat tender and juicy, good color, very suitable for china's people fried, stewed, shabu-shabu cooking methods, for the popularity of hot fresh meat to provide a certain scientific explanation. However, the theoretical and technical research on the processing of hot and fresh meat and the standard-setting work urgently need to be carried out in depth. ”
First-class enterprises do standards, second-rate enterprises do brands, and third-rate enterprises do products. With the in-depth research of hot fresh beef and the introduction of standards, the development of fresh beef hot pot will be more standardized and healthy, and the left court and right courtyard will also be the well-deserved leader of fresh beef hot pot.