Food Talk Truth (5) | the "out of the circle" password of the black Horse Nan hot pot

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The black swan flapping its wings during the epidemic has put the catering and consumption industry under a major change that has not been seen in a hundred years. Looking back on the past year, we have seen the difficulties of many leading enterprises; at the same time, we have also witnessed the emergence of many emerging brands. We are concerned that the core of consumer demand is changing, more and more traits are being given to the table, and the consumer industry is constantly on the road of innovation. At the end of the year and the beginning of the year, Cover News joined hands with ten catering leading brands, industry experts and investors to create a series of high-end dialogue columns "Food talk" to review the 2021 they experienced and look forward to 2022. As the "dark horse" nan hot pot of the 2021 hot pot circle, what have they experienced? What are their plans for the future?

In the fifth issue of "Food Talk", the cover news talked to Li Chengjing, co-founder of Nan Hotpot, and listened to her talk about the development of Nan Hotpot and her insights into the industry.

Talking about the industry: the inner volume is seriously blackened by competition

In the interview, Li Chengjing admitted that the entire hot pot industry in 2021 is actually a very serious year. "The homogenization of hot pot is very serious, and everyone's products are almost the same, including the decoration of some stores. Then the brands go to each area, and the location is similar, so many people joke that there is a Chunxi Road in every city. ”

In her opinion, in addition to these external similarities, the marketing methods of many hot pot brands are also nearly consistent. "It's all with public comments, little red books, including using some vibrato numbers and so on." She believes, "In fact, for the hot pot industry, it is already a very blackened track of competition." ”

Hot pot is the first generation of chain industry development, but also in 2021 decline faster industry, "many years ago in the hot pot brand bosses, they are now unwilling to engage in this industry, they see that it is difficult to make hot pot." Li Chengjing said.

Nan Hotpot's 2021: Spiraling Forward in Difficulty

2021 is a year of full eruption of nan hot pot after years of precipitation of the brand, and its influence has exploded in full swing. Under the epidemic, the reason why it can "go out of the circle" from the hot pot, Li Chengjing said, "Nan hot pot and traditional hot pot are actually different, it hit some specialties, some creative desserts, and some different vibrato marketing."

Li Chengjing introduced that the highly recognizable retro decoration style in the Nan hot pot store, as well as the unique product matrix, that is, "creative shabu-shabu + yan value dessert + high-output explosive new product + the concept of an authentic Chongqing pot", let the Nan hot pot differentiate in many hot pot categories strong "out of the circle", "including the combination of shaved ice and other face value products with hot pot, it is to capture the heart and stomach of young people, and then maintain the vitality of the product." ”

At present, the market-oriented competition with marketing as the king, many brands are seizing the douyin dividend period and inviting bloggers to punch cards to promote the brand's "net red" attribute. It is understood that in 2019, the official Douyin number of Nan hot pot has 1 billion traffic, comparable to the exposure of Hongya Cave that year, and the exposure of a single store has reached more than 800 million. Only by generating enough traffic can you survive online, and the fundamental purpose of online survival is to improve the conversion rate, so paying attention to the conversion rate while pursuing traffic, which fully reflects the strong traffic cashing ability of Nan hot pot.

In 2021, Nan Hotpot established a management company and opened from Chongqing to Chengdu to establish branches in Beijing, Shanghai and Shenzhen. When it comes to managing a company, contact with franchisees becomes an important part of managing a company. "According to an official data, Nan hot pot is a brand with the largest growth rate in the hot pot category, and for franchisees, what we have been advocating is to be a company with a human touch." To do a good job of emotional management of users, especially like the epidemic, the impact on some franchisees is also very large, we will basically cooperate with them in all directions to provide nanny-style services. ”

Outlook 2022: Turning "influencer" brands into "evergreen" brands

For 2022, Nan hot pot will first have a new breakthrough in the product, so that the product will continue to be "good-looking and good-looking". Li Chengjing said that they hope to make the vitality of the brand stronger and longer, and the ability from product development to marketing will be upgraded. "We will enter the variety show and apply for intangible cultural heritage, hoping that we can change from an internet celebrity brand to an evergreen brand." While rapidly expanding the team, the company will pay more attention to the management and support of various regional teams, "Finally, I hope that this year I can go abroad and go to the world, so that Nan hot pot can become a global brand." ”

Cover news reporter but Chenlu

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