Friendly reminder, this is a tweet with flavor...
Issue 3123
Zhai Bin, a special contributor to the owner of the restaurant company, | wen
Recently, the restaurant brand "smells the same"
Collectively on the new fat intestines
Life has no "intestine", the large intestine wraps the small intestine, who would have thought that the fat intestine of the "old net red" would accidentally turn red, and then stand on the C position again.
At the beginning of April, Xin spicy Dao played "stinky" in its own "FishMan Festival" and put on a new "snail powder fat sausage hot pot", known as "sour and spicy stinky and fresh, 1 second on the head". In less than half a month, the Taier sauerkraut fish, which is good at playing with stems, officially announced the launch of a new spring product - the "sauerkraut fat intestine" with the main "sour and crispy and tender" flavor was launched, and the slogan of the product was "fat intestines with stems, and the next meal was very much".
Image source: official WeChat public account
Fat sausage as the main new product, not only Taier and new spicy road, in the past year, Hefu small noodles small wine, Nanjing big brand stalls, cooking tobacco small fried yellow beef, peach niang rice small hot pot and other brands, have also successively launched products related to fat sausage. However, what is different from the past is that this wave of new walking is not the "intestinal path" of "fat intestines + chicken / fish / frogs" in the past, but with the product logic of "smelly", innovative launch of "fat intestines + stinky tofu", "fat intestines + snail powder", "fat intestines + durian" and other "smelly + smelly" combinations. Once launched, it was sought after by the majority of "odor-loving groups" and quickly became a new Internet celebrity hit.
Image source: Little Red Book
It is worth noting that among all the "fat intestine combinations", the most successful "group CP" is "fat intestines + stinky tofu". The pair of double odor combinations swept through various categories, not only becoming the standard of most hot pot brands, but also appearing in sheep scorpions, Cantonese side stoves, skewers, and even snacks, grilled skewers and local dishes, and major brands have taken "stinky tofu fat sausage" as a new seasonal product, or a signature dish of drainage.
Image source; Dianping
The "sense of existence" of the fat intestine has never been so strong as it is today, so what is the underlying logic of the fat intestine turning red? How long can this "taste storm" caused by fat intestines be popular?
Traffic password under the "heavy taste" of the whole people
In November last year, Douyin Big V, which has tens of millions of fans, released a "stinky tofu + fat sausage" that eats at home
+ Snail powder, stinky three-spell hot pot" short video, a single video received a staggering 76.5W likes and 4.3W comments.
For this subversive eating method of "smelling across the screen", it quickly triggered the trend of "the whole network eating stink", and local catering brands simultaneously launched the "same model for young children".
Leaving aside the internet celebrity effect, when the combination of "fat intestines + stinky tofu + snail powder" appears, it is destined to become a "spread explosion" of social media, and the core reasons are three points:
First, the smell inherently has the attribute of internet celebrity
Over the years, the Internet has exploded, whether it is fat intestines, snail powder and stinky tofu, each of the "stinky family" is the top stream. Searching for the keywords "durian, snail powder and stinky tofu" on the Little Red Book, there are more than 98w, 47w and 23w notes respectively, the data is amazing, even the "stinky tofu fat intestines" that have not been popular for a long time have more than 1W+ notes.
Compared with other flavored foods, smelly foods have innate social attributes. Taking durian as an example, both the appearance and smell are full of controversy, and even the selection of durian has been jokingly called the blind box by netizens. A product has so many stories and topic points, it is difficult to think about it. For this kind of love-hate food, even if you don't like to eat much, as long as you share the unboxed content on the social platform, it is easy to get a vote of reviews, and your "cool + fashion" people are firmly standing, and the social currency is firmly in the bag.
Image source: Little Red Book
Another example is more convincing. The snail powder that was originally quiet for many years, through the spread of social media, especially after being blessed by the phenomenon-level Internet celebrity Li Ziqi, the internet heat is soaring. With the unique taste brought by sour shoots, it has continuously contributed a variety of funny strips and sand sculpture stories to this session of netizens, which has also made snail powder dominate the list on social media all year round. In 2020, the search volume of "snail powder" on Taobao station reached 220 million times, the number of topics about snail powder reading exceeded 100 million on Weibo exceeded 300 million, and the cumulative playback of snail powder-related videos on B station exceeded 490 million... Today's snail powder has long been transformed from a treasure food of a few netizens into a "national snack".
Image source: bilibili
Second, the taste is rolled inside, and the brand establishes memory points through the sense of smell
There is no doubt that spicy is still the number one flavor type in catering, but it is also true that the spicy category is seriously involved. Taking hot pot as an example, from ingredients to decoration, from the bottom of the pot to desserts, innovation is becoming more and more difficult. The emergence of "stinky tofu fat intestines" has opened up a new cognition, from the sense of taste to the sense of smell, and the competition of products has come to a new dimension.
To know that human beings are not only "visual animals", but also "olfactory animals", there are relevant scientific research to prove that of all the tastes we can taste, 75% to 95% rely on our sense of smell. Therefore, smart merchants have long begun to make a big fuss about the "sense of smell", such as The design of Xibei's dishes will specifically consider the impact of smell on customers, such as holding up a large pot at the door of the store to slowly stew beef bones, using the boiling oil of toon noodles to enhance the taste, etc., similar to the rich coffee bean aroma in Starbucks stores, the smell of bread freshly baked in major bakery brand stores, etc., all of which stimulate consumers through smell and establish a unique brand mark.
And those who operate fat intestines, stinky mandarin fish, stinky tofu, snail powder business, the conditions in odor marketing are even more unique, because the "unique temperament" brought by the smell is difficult to be covered up, "smelly people" often smell the smell of their own door, the smell is more like a natural drainage tool, whenever you pass by the store, the sense of smell is awakened, so "odor economics" has long become a science.
Third, heavy taste also has "addiction"
Like eating spicy, many people eat heavy food to release stress, which belongs to "emotional eating", and it will become addictive after a long time. Although there are times when you have to overcome psychological obstacles when eating stink, once you reconcile with stink, you open up a new world.
And with the increase in the frequency of consumption, everyone's acceptance of heavy taste is also advancing, the more you eat, the more smelly, even only afraid of not smelly, the taste is adjusted and gradually addicted, and similar to the logic of coffee. Everyone is eager for smelly food, and keen to challenge the new difficulty, which naturally becomes the traffic password in the hands of merchants, resulting in "smell innovation" becoming more and more "outrageous", so when you see snail powder green dough, durian soda, stinky tofu ice cream, is it not that "stinky tofu fat sausage" seems to be acceptable.
Fat intestines are stored
It is expected to create the next "snail powder phenomenon"
Perhaps only people who have an obsession with "smell" will think of the "fat intestine + stinky tofu" this "head-catching" product combination, but no matter how the CP changes, the large intestine is where the soul lies, after all, snail powder still has a taste bottleneck, there are many people who do not eat snail powder, but there are very few people who do not eat fat intestines.
It can be said that regardless of the north and south, there is no question about things, there are almost no dislikes of fat intestines, the taste or geographical limitations that exist in other products, almost none in fat intestines, and the only estimate that cannot reach a settlement is "large intestine sashimi".
In addition, whether it is dinner, hot pot, snacks, fast food, or flour noodles, whether it is a one-person meal or a dinner and a drink, the sense of fat intestines is too strong. Especially in the hot pot, the fat intestines can be regarded as a qualified tool person, fat intestines fish, fat intestine chicken, fat intestine frogs, fat intestines blood wang, sauerkraut fat intestines and so on. Whether it is a solo fight or a group cp, there is no problem, greasy old Internet celebrities have enough strength to cross the cycle. Returning to the "iterative process" of fat intestines, we can clearly feel the development of taste and the change of consumption habits:
-1.0 version, the early fat intestines as a single product, snacks exist, such as Lu Cai's nine-turn large intestine, Jiangyou fat intestines, Beijing's brine boiling, as well as fat intestine noodles and fat intestine powder around the world, etc., at this stage, the general degree of fat intestines is moderately high but the sense of value is not strong.
-2.0 version, into the "fat intestine + everything" stage, and mainly concentrated in the hot pot or dry pot track, in various regions have run out of good brands, such as Chongqing Xiaopeng fat intestine chicken, Chengdu's eight two Hongyun, Changsha's cage eight fat intestine fish, as well as this period of advertising fierce Beijing's eight two fat intestine chicken and drunken two. The unit price of fat sausage hot pot/dry pot has increased significantly, and the presence of fat sausage category has been further strengthened.
-3.0 version, fat sausage has made a breakthrough in category innovation, such as the halogen hot pot represented by the halogen principal and Xianhezhuang, the hot brine represented by Sheng Xiang Ting and the hot brine food light, etc., focusing on "fat intestine + hot pot / fat intestine + staple food", taking the road of category integration.
-4.0 version, is a breakthrough point in taste innovation and dissemination, such as stinky tofu fat intestines, snail powder fat intestines as the representative of the creative fat intestines, the curiosity of the niche taste to expand the mass market; this year began to be vibrato with fire halogen colon store, is through the vibrato to amplify the brand volume, to join the investment and training as the main profit model.
To make a summary: Now that the fat intestines are saturated in the food and flour tracks, in the long run, the increase in fat intestines may be on the two tracks of hot pot and snacks. Hot pot part, now the brine hot pot has become the mainstream, especially in the Sichuan-Chongqing hot pot market share has risen from 3% in 2019 to 15% in 2021; and fat sausage hot pot as a subdivision track of hot pot, now the momentum is fierce, "stinky tofu fat intestine" This internet red category is brought to fire by fat sausage hot pot.
On the snack side, brands related to fat intestines have successively obtained financing, and the fat intestine powder chain brand Ganshiji completed a round of financing of 50 million at the beginning of this year, and the signature fat intestine powder sold 5 million copies last year; the hot halogen brand ushered in a highlight moment last year, and the new hot halogen brands such as Sheng Xiangting, Halo Tiger General, Halogen Big Mama, Hot Halogen Food Light, Halogen Legend and so on have been raised.
Fat intestines have the characteristics of strong universality, high price and low frequency, so far the market has not yet appeared head brands, most of the regional brands are generally small, Xiaopeng fat intestine chicken only opened more than 40 in two years, cage eight is only 24; and the fat intestine industry is the most developed Sichuan Jiangyou, although shouted out the annual output value of more than 10 billion yuan of the goal, but the focus of development is focused on retail rather than catering, guarding the golden rice bowl, but did not run out of a fat sausage brand with national influence.
From the product point of view, the fat intestine has not broken through the traditional heavy oil and spicy characteristics, which is indeed not friendly enough for the Z generation consumers who pursue "health, light fat, and slightly spicy"; from the brand point of view, the fat intestine brand that meets the aesthetics and tonality of young people at present is more scarce, and the brand image of the fat intestine category "greasy" has not been improved.
In addition, the high customer list is still the biggest obstacle to the development of the category, such as the vibrato fried hot halogen sausage specialty store, generally at 90 yuan a pound, in the downward consumption power, consumption is becoming more and more cautious at the moment, repurchase will be a big problem.
brief summary
Compared with sauerkraut fish, crayfish, bullfrogs and other large items, the pace of upgrading the fat sausage category is relatively slow, and it has been in a tepid state, and it has not yet run out of a brand with excellent models. However, regardless of the universality of the product, the taste, the topic point, or the maturity of the supply chain, the fat sausage has the potential to become the next blockbuster.
However, the obstacle to the development of fat intestines is definitely not "smelly", because the more controversial the category, the easier it is to form differentiation, and it is easier to break the dimensional wall of the inner volume, and snail powder is a typical example. According to the "Liuzhou Snail Powder Industry Big Data Insight Report", as of May 2021, there are nearly 50,000 snail powder takeaway stores online on the Ele.me platform, doubling compared with 2020. In 2020, 130 million copies of Liuzhou snail powder were sold on the Ele.me platform alone, and the snail powder that made everyone "smell pink" has long become a super single product with an output value of 10 billion.
The direction of the future upgrading of the fat sausage category lies in product differentiation and branding, especially for the accurate grasp of the target population. It should be known that a large proportion of people who like to eat fat intestines overlap with the consumer groups of snail powder and durian, which also explains why "stinky tofu fat intestines" will attract young sisters to like so much. In the iteration of consumption "cool points", the soul lies in "one second on the head", so is stinky tofu, so is snail powder, and so is fat sausage.