Guiyang, a southwest corner of An'an, was once a "nameless generation" in catering, but in the past two years, it has frequently appeared in the public eye as a "hidden food paradise" and "strange food". It is greatly influenced by the Sichuan-Chongqing cuisine, and has always maintained its own dietary characteristics, and the consumers here have a strong output in catering, but they have not been able to "nourish" the strong catering brand. Guiyang catering, in the end, what kind of market?
This article was originally published by Red Food Network (ID: hongcan18), author: Chen Mo.
Guiyang, compared with Sichuan and Chongqing, is a mountainous area with more inconvenient transportation, and the economy has no sense of existence; compared with Yunnan, it seems that there are fewer tourist labels here, and there is no too distinct memory point. For a long time, Guiyang, the capital of Guizhou, like its province, seemed to be a little transparent, like a "nameless person" in the southwest corner of An'an.
However, with many travel bloggers, food documentaries, public accounts, and even many variety shows began to set their sights on the city, Guiyang frequently appeared in the public eye with the image of "hidden food paradise" and "strange food", and the unique food and catering market here has also become one of the concerns of caterers.
△ Image source: Oriental Satellite TV "Punch Card! Screenshot of the foodie group program
Because of historical reasons, although Guiyang is deeply influenced by Sichuan-Chongqing cuisine, but also because of the barrier of the former mountains, it has distinct catering characteristics, forming a unique catering personality, and the catering market here also shows a different survival logic.
<h1 class="pgc-h-arrow-right" data-track="7" >01 Once "forgotten" food gathering place</h1>
As the only province in the country without a plain, 92.5% of the area of Guizhou Province is mountainous and hilly, the mountain is tall and steep, and because of the two major river systems across the Yangtze River and the Pearl River, and the typical karst landform, the groundwater is abundant, and it is difficult to display large equipment here, which also makes it difficult to build roads and bridges. Even now, in order to avoid the complex terrain, guizhou's bridges have been built very high, and eight of the world's top ten high bridges are in China, and half of them are in Guizhou.
In the past, transportation was the shackles of Guizhou's development and outward dissemination, and it was also an obstacle for the public to reach and understand here, and the cuisine here naturally became the forgotten one. But because of this, the eating habits and culture here have been less affected by the outside world and have been better and more authentically preserved.
△ Guizhou Qinglong twenty-four turns, picture source: photo network
When the high-speed rail links the mountains, when the Internet is more and more developed, when the connection between catering and social platforms is getting closer and closer, UP owners need to dig more unknown, but also quite distinctive, eye-catching destinations, cuisine, Guizhou in those years was rarely affected, but also "forgotten" diet, has become a "high-quality resource", Guizhou from "forgotten" to fragrant food.
Guiyang, on the other hand, is the concentration of the essence of this "lost pearl".
Although Guizhou cuisine has been greatly influenced by Sichuan cuisine and Hunan cuisine because of historical population migration and the support of the three-line construction of modern Sichuan-Chongqing-chongqing-based parts of the country, it has retained its own characteristics to a large extent because of the special climate, planting conditions, and barriers of the mountains, forming a catering culture based on acidophilia, local raw materials and ethnic minority characteristics, integrating Sichuan cuisine and Hunan cuisine cooking methods.
The towns of Guizhou can only be built in the mountain pass due to the mountainous terrain, and the distribution is very narrow and scattered, and if you want to communicate with each other, you can only cross the mountain, which makes all parts of Guizhou look like a whole, and to some extent it is divided. On both sides of the same mountain, there may be two accents, and the two sides of the same mountain also nourish different eating, everyone has a unified acidophilic attribute, but each section of acid has its own characteristics.
△ Most of the cities and towns in Guizhou are built in the mountain pass in line with the mountain trend, picture source: photo network
Guiyang loves intestinal noodles, old vegetarian powder, Qiannan likes "three acids", Qiandongnan's beef hot pot makes Guizhou diet and "strange things" hang on the hook, Guiyang's Huaxi beef powder and Zunyi's shrimp mutton powder, Water City mutton powder are completely different flavors, sour soup, bad spicy is actually more popular in ethnic minority areas...
And Guiyang, as the capital of this province that grows in the mountains and is divided by mountains, the "political, economic and cultural center" is more in line with the name, just like catching the market, Guiyang is the market, becoming the most intensive area for exchanges and exchanges around guizhou, and it also gathers the "strange shape" of food in Guizhou.
△ Guiyang famous eats intestinal noodles, image source: red food network photo
In the face of the relative closure of the external catering world, in the face of the absolute concentration of internal cuisine, so that Guizhou cuisine gathered in Guiyang, for a long time, and did not be affected by the impact and influence of external catering brands, Guiyang people are extremely curious about new cuisine, extremely willing to try, and very loyal to local tastes of the eating attitude.
<h1 class="pgc-h-arrow-right" data-track="20" >02 Makes "pop-up" restaurants change quickly</h1>
The curiosity of Guiyang people is not limited to fame, as long as someone says that it is delicious, they all want to try it. And the state of life here, but also let this kind of "try a hand" can often be done, "burst shop" has become a norm, as long as a small number of people feel good, then the store is very likely to explode in a short period of time.
And there are two kinds of the most likely to "explode": foreign and earthy.
The first is "foreign". This "foreign" is not necessarily the "foreign" of Western food, but a well-known first-line catering brand or category, such as Haidilao, such as the former Pizza Hut, such as the former grilled fish, and now the barbecue...
Guizhou is a major labor export province, in the past there were many migrant workers, and now it is necessary to add many "out of the mountains" to study abroad, settlers, coupled with the mountains and the countryside, the construction of the third line, many Guizhou people are originally immigrants from other places, and the relationship with relatives within three generations of the "place of origin" is still very close.
△Image source: Photo Network
These make the life information of the super city on the other side of the mountain flood around the Guiyang people, and the "transmission" of this close relationship information is more within reach than brushing up on other people's living conditions on social media platforms such as Douyin, but the relative closure of the mountain makes the Guiyang people unable to see and touch these, and over time, it has become a "throbbing" for other urban life. Not just for the super city, but for most things that are different from yourself.
And this "throbbing" is directly transferred to the most easily achieved catering. Therefore, when an "exotic species" appears, especially pizza hut, Haidilao, which have long been famous catering brands, the popularity can be imagined.
The other aspect of the easy "explosion" is that Guiyang people like to try, are more enthusiastic about trying, and have the conditions to try.
Guizhou is an economic backward province, which brings one advantage is that people here are not as stressed as in first-tier cities, and overtime is relatively small, and because the scope of the urban core circle is relatively limited, the commuting time is shorter, and the independent time of the main office workers who belong to catering consumption is more, and life is more leisurely.
△Image source: Red Food Network Photo
A more leisurely life, coupled with a love of food and irresistible curiosity, drill bits to find food, almost become a normal life of Guiyang people. "Exploring the store" may have risen because of social platforms, but in Guiyang, I am afraid that it is the daily life of many food and cafés. If it is recommended by a friend, even if it is a weekday, they are willing to go specially.
Therefore, the cost of living in Guiyang, relative to its wage level, is actually not low, and a large part of it lies in eating, drinking and having fun. From this point of view, compared with first-tier cities that want to dig up seed users, it seems to be relatively easy to do catering in Guiyang.
But the fact is that it is not easy to do catering in Guiyang, and it is this extra friendliness to new restaurants that makes "bursting shops" the norm in the city, and also making the update of pop-up restaurants very rapid.
△ Tofu dumplings, picture source: Guizhou Graceland official website
If in a city with a high degree of standardization and chaining of restaurants, it is very likely that the next thing to burst the store is to open a chain store, further tap the market, and earn more profits. But most standardized chain stores do not work in Guiyang, especially fast food and light food.
On the one hand, because everyone likes and has time conditions to find different foods, standardized and fast light meals are not as much in demand for them as in first-tier cities. On the other hand, Guiyang is the gathering place of the entire Guizhou Province cuisine, and a considerable part of these cuisines are more inclined to snacks and light meals, and do not need to wait and eat for too long like hot pot.
Flour, noodles, sticky rice, silk dolls... Guizhou people are good at using these raw materials to make completely different eating, powder has wide powder, fine powder, rice skin, sour powder, can be made soup powder, dry mix, fried powder, a powder shop light yard can be as many as a dozen kinds, even a potato (potato) can be fried and stewed, made into more than ten kinds of snack dishes with completely different flavors, and even can become a table of its own.
△ Some potato dishes
Image source: Oriental Satellite TV "Punch In! Screenshot of the foodie group program
The community, the office downstairs, there are such restaurants everywhere, lower prices, more fancy choices, why keep the menu of standardized restaurants tangled?
It is reasonable to say that Guizhou is greatly influenced by Sichuan-Chongqing, and the language sounds like "the word of a family" to outsiders, and the taste is very close, but in the village base of Sichuan-Chongqing, it has not been able to open the market here. There are only 9 stores in Guiyang, and 3 are new stores, and the only 1 Mr. Rice under the umbrella of Village Ki seems to have closed down. This is a brand like Rural Base, and for a city with a population size like Guiyang, the book situation does not match.
Standardized products, especially fast food, are unlikely to survive long in this food conglomerate of many dining options.
<h1 class="pgc-h-arrow-right" data-track="43" >03 The city has its own "pride", and local catering brands are looking forward to rising</h1>
But another form of chain, but in the past two years in Guiyang has a great rise, that is, another easy to explode the store element, "earthy".
To exaggerate, snacks support half of the guizhou diet, or even most of the sky.
In addition to the flour, noodles, all kinds of potatoes mentioned above, in Guizhou, tofu has tofu balls, love tofu fruit, pulp tofu, stinky tofu and other ways to eat, glutinous rice has flower rice, oil rice, fried glutinous rice, bacon sticky rice and other different ingredients, a variety of flavors under different treatment methods, rice dumplings also have different raw materials (millet, red beans, plants, etc.) made, wrapped in different fillings after frying and roasting and other different cooking methods, resulting in different combinations of flavor, there is a leather bag of everything with sour soup of the silk doll, intestinal noodles, Old vegetarian powder, pans, cake porridge... In terms of snacks, Guiyang will not be inferior to Chengdu and Chongqing, which have long been famous.
△ Guizhou street food potato soup, picture source: silk love red soup silk doll official website
It was too difficult to eat these things at once, so the snack collection shop of red soup silk dolls began to be popular in Guiyang.
Silk love red soup silk dolls look more similar to Wen Heyou in form, are local characteristics of the snack collection shop, but the difference is that silk love is a more familiar special snack silk doll as an anchor point, the main promotion of silk dolls, followed by many Guizhou snacks.
△ Silk doll, picture source: silk love red soup silk doll official website
According to public reviews, Silk Love has 12 stores in Guiyang alone, with an average rating of more than 4 points, and 3 are about to open. At the same time, Silk Love is also one of the few catering brands to go out of Guizhou, with 2 stores in Chongqing. It is reported that Silk Love will also explore and expand outside the province in the future.
Silk love to the silk doll, a regional characteristics, shaped like a Beijing roast duck as an anchor point, more easily accepted by foreign consumers, reduce the cost of education, and did not use "sour soup" but use the word "red soup", but also see that silk love at the beginning of its establishment, there is an "ambition" to expand outside the province. Facts have also proved that Silk Love also has a market outside the province, and its two stores in Chongqing have opened in the fiercely competitive Guanyin Bridge and Daping Business Circle, but the score has reached 4.7, which can be said that the first step of outward expansion is still quite good.
△ Silk love some specialties
Image source: Silk Love Red Soup Silk Doll official website
The success of Silk Love has also set off a wave of snack collection shops in Guiyang. There are about 10 stores in Wei lu fan, which is mainly based on weird purr rice, and brands such as bao zhen and Lei jia tofu dumplings have also appeared in the market and begun to try chain expansion.
Therefore, it is not that the standardized chain has no market in Guiyang, but that the standardization needs to find the right way in Guiyang.
Although Guiyang's catering market is not exclusive, and even with greater curiosity and enthusiasm to embrace foreign catering, guiyang is a city very "proud", "foreign" catering is better, or its own taste is more suitable. "Three days without eating acid, walking and jumping", the local characteristics of the hometown stomach destined for the "earthy" taste are the protagonists of Guiyang, and the "foreign" catering is embellishment.
△ Sour soup raw material red sour, picture source: silk love red soup silk doll official website
After seeing how Chengdu, Chongqing and Changsha promote local characteristics to the whole country, many restaurant brands in Guiyang have also begun to consciously integrate and package Guizhou characteristics and try to chain.
As the big brother of Guizhou catering, Graceland has also continued to work the chaining and standardization of Qiancai brands over the years, and many of the eight or nine brands of the entire group are exploring chaining. In the past, there was a new new bean rice hot pot, which moved the bean rice hot pot with great customer popularity on the streets of Guiyang into regular stores and shopping malls, and also made the base of the bean rice hot pot into food, so that customers could easily make it at home; after that, there were Qiancai restaurant brands such as Xiaoya home cooking, and there were also snack collection chains such as Lei jia tofu dumplings mentioned above.
△Image source: Guizhou Graceland official website
Mao Spicy Fruit is the main raw material of the name red sour soup Mao Spicy Fruit (a tomato wild fruit in the Guizhou Plateau), a collection of Qiannan (ethnic minority autonomous prefectures, under the jurisdiction of Duyun, Dushan, Libo and other 12 counties and cities) special diet of the dry pot shop, with Dushan triacid - shrimp acid, stinky acid, hydrochloric acid as the base, the fat intestine, beef stir-fried into a dry pot, with Duyun rice tofu, vegetarian soup, etc., trying to "carry forward" the heavy taste hot pot that "stinks" starts.
Also in Duyun "trace" of sour soup beef, but also by people with hearts to Guiyang, drawing on the fresh cut of Chaoshan beef, and the old Kai slang big store business model, opened a gui kitchen sour soup beef, in Guiyang opened 5 stores with an area of more than 500 square meters, even on weekdays, meals also need to be lined up.
The concentrated outbreak of these many brands makes people can't help but look forward to the real rise of Guizhou cuisine and Guizhou snacks. But no matter what the follow-up, these brands have made small achievements in branding and chain exploration, and the next problem that needs to be overcome is probably how to go out and stand.
<h1 class="pgc-h-arrow-right" data-track="66" > conclusion</h1>
Guiyang, as the food gathering place of Guizhou, is naturally a fertile ground for the development of local catering brands, and we have also seen that many local catering brands in Guizhou are rising and constantly groping forward on the right road.
At the same time, Guiyang catering is not exclusive, on the contrary, due to the origin of geography, history, and humanities, Guiyang is very tolerant, willing to appreciate a lot of differentiated things, willing to see foreign catering, but the concentration of many cuisines, so that Guiyang people are accustomed to the change of catering, or they are willing to find the next delicious.
In this sense, "new" and delicious is the most attractive to them, compared to rumors, they believe in their tongue, Guiyang's living conditions, but also let them have such conditions, let the tongue to "personally" try, rather than through social platforms, KOL to clear mines.
Therefore, Guiyang people will eat, love to eat, but also to change the law to eat, eating here is not only to fill the stomach, but also a kind of entertainment, but also a kind of life.
These make Guiyang's catering concentration relatively low, many catering brands come and go quickly, and catering is very good to do here, and it is the worst to do.