After the epidemic,
One category ushered in its highlight moment:
It's Yakiniku.
In Shanghai,
Japanese-style yakitori brands represented by Yakiniku Master, Daifu Charcoal Grilled Meat, Houzhen Beef Tongue Grill, Niu Xiaoxin Yakiniku Yakuya, etc. quickly became popular.
Being in line almost every day;
Shanghai Commercial Complex,
The roast meat category is almost standard;
In Beijing, there are more than 20 Japanese-style yakiniku brands in the Sanlitun business district alone;
Guangzhou and Shenzhen,
The roast meat brand represented by the extremely hot charcoal grilled meat ranks among the list of must-eat restaurants in 2020.
One of the most popular lines at every commercial complex is the kebab brand.
In the complex of other cities in the country,
Japanese-style yakiniku restaurants are also very popular.
Why is the Japanese yakiniku category popular?
Today, let's interpret this phenomenon -
There are predictions:
2020 is the year of the barbecue category
The two hottest categories after the epidemic:
BBQ and fondue.
In particular, the rate of grill market openings has soared.
Yakiniku,
As a subdivision in the barbecue,
With this "hot" wind flourished.
At present, there are 300,000 barbecue stores in the country,
The market size of barbecue has reached more than 200 billion,
It has become the second largest category of Chinese catering after hot pot.
Although the barbecue track has not yet been able to kill a giant similar to Haidilao,
But it is undoubtedly one of the categories that have recovered the best under the epidemic.
Many people in the industry predict that
2020 will be the year of the barbecue category.
In June this year,
Barbecue chain brand "Lamb Kebabs a Long Time Ago" announced the completion of nearly 100 million yuan of Series B financing.
This large amount of financing allows investors to see the endless possibilities of the barbecue category again.
Only when the market has a general trend can there be great opportunities.
In this situation, Japanese barbecue is taking advantage of the rise,
With its unique and original typical characteristics,
Welcoming a wide range of market acceptance and audiences.
It should be said that for Japanese yakiniku,
This is an unprecedented opportunity for development in history.
The history of the development of 100 billion barbecues
Japanese-style yakiniku by the east wind
Let's talk about the history of barbecue,
You can better understand why Japanese yakiniku is on the rise during this period.
In recent years, the Chinese market,
Barbecue has been showing a rapid momentum of continuous growth.
From the perspective of development history,
It can be roughly divided into the following 3 stages:
#第一阶段: The age of practicing stalls
Before 2003,
The BBQ version 1.0 is a street stall.
A plate of edamame peanuts, a handful of lamb kebabs, a bottle of beer,
Is the most primitive and rugged "light bladder,
Drinking and skewering" era.
Most of these roadside stalls do not have a business license.
Food safety is not guaranteed.
At the same time, due to the low barrier to entry,
Barbecue has become an important means of maintaining the livelihood of countless families.
It has become a flexible channel for countless working people to flexibly employ.
#第二阶段: The Age of Stalls
The industry uses 2003 as a boundary to distinguish between the grill 1.0 and 2.0 eras.
The period from 2004 to 2014 was 2.0,
The roadside stalls of outdoor barbecues are gradually regulated to operate indoors,
Solve the pain points of food safety and hygiene,
Started store operations.
This laid the foundation for the scene of the current kebab format.
At that time, as the nightlife of urban young people became more and more abundant, the supper market began to rise.
Among them, barbecue stalls that can eat meat and drink wine naturally become the handles of the supper session.
Suddenly,
The food stall trend began to rise across the country,
Attracted a large number of barbecue entrepreneurs to enter the game.
The year 2003 is regarded by many as the first year of the rise of barbecue brands.
Many barbecue head brands were created around that year.
For example, the wooden house barbecue that originated in Shenzhen, the He Shi barbecue in Chengdu, the ice city skewer bar in Beijing...
But at this time, most of the barbecue merchants operated by single stores,
There is also little awareness of brand operation.
#第三阶段: the era of brand
Catch the east wind of the supper market that has begun to rise,
The barbecue market has seen an amazing development.
The "China Catering Report (White Paper 2017)" released by Meituan-Dianping Research Institute said,
From 2005 to 2015, the barbecue category grew at an average annual rate of 56.4%,
It has become one of the fastest growing categories in the catering industry in recent years.
Among them, 2013 is the starting point of the barbecue industry outbreak.
After 2014,
The barbecue industry has developed into an indoor barbecue format that caters to young mainstream consumer groups represented by brands.
Product and consumption scenario upgrades,
Begin to enter the multi-dimensional competition stage of cost reconstruction, category segmentation and brand operation.
The industry has entered explosive growth,
It is an industrial revolution of cross-era significance.
According to the "2018 Chinese Barbecue Market Report" released by Meituan Dianping,
As of September 2015,
There are more than 180,000 barbecue merchants nationwide;
And this value to June 2018,
It became 290,000;
By June 2019, the number of barbecue stores in China exceeded 310,000.
Less than 3 years,
The number of barbecue merchants nationwide increased by 110,000.
In addition, according to data from the National Bureau of Statistics,
In 2019, the total retail consumption of China's catering industry has reached 4.67 trillion yuan,
And in 2019, the size of the barbecue market is about 220 billion yuan,
It is the second largest category after hot pot, which is 40% of the hot pot market size.
Back to The Japanese Yakiniku,
Japanese yakiniku relies on Japan's mature brand culture,
Cut directly into the "barbecue" category,
With the advantages and blessings of the brand,
Enter China to win the market,
It's at the right stage, doing the right thing.
Japanese brand,
The biggest advantage is the sense of brand and the sense of value of "good ingredients".
This also makes Japanese yakiniku compared to other barbecues,
Exclusivity.
The light social nature of roast meat
Make the dining scene more extensive
Barbecue and hot pot are very similar,
Both are extremely social.
On the scene,
Japanese yakiniku has changed the traditional impression of barbecue in the open-air, noisy, dirty and chaotic environment,
With a Japanese simple design and Japanese light service,
Make the social scene more perfect.
So, this year young people get together,
It's often: don't eat hot pot, just eat grilled meat!
Japanese yakiniku decoration is generally commonly used Japanese partition,
Relatively small and private,
But it is not as heavy as the Chinese private room,
Great for light socializing.
In terms of the extension of the format,
Using "yakiniku + sake", "yakiniku + izakaya", etc., which have similar consumption scenarios to yakiniku,
Achieve complementarity and jointly widen the barbecue track,
Stretch the scene infinitely.
According to statistics,
82.9% of online users in the barbecue category are younger than 35 years old, and the average age of consumers is lower than other traditional Chinese restaurants.
The dining scene is vast and favored by young people,
This is one of the reasons for the rise of Japanese yakiniku.
Original and heavy ingredients are the biggest differentiation
Japanese yakiniku is superior to other barbecues
Compared with the rough and Korean barbecue of Chinese barbecue, the ingredients are not heavy,
Yakiniku has a great advantage in the mental cognition of ingredients.
In terms of ingredients,
Japanese yakiniku is mostly based on regular meat.
The so-called positive meat,
It is the part obtained from the flesh (the head, limbs, internal organs are cut off, and the skin is peeled, that is, the flesh that is commonly hung in refrigerated warehouses),
Meats such as pork belly and tenderloin are all regular meats.
At the same time, a small part of the offal will also be "flipped" by the chef of Japanese yakitori because of its unique taste and texture.
Japanese-style yakiniku promotes authenticity,
The pursuit of the taste of the food itself, less processing,
All the methods are to highlight the original taste of the ingredients,
This places high demands on ingredients:
Only by carefully selecting ingredients can the best flavor of the ingredients be accurately presented.
This careful selection of ingredients,
Let this category occupy the commanding heights from the communication and cognition,
Save more on advertising.
Bake fresh and re-experience it
Category acquisition ability is strong
The biggest feature of Japanese yakiniku is freshly cut and grilled,
Can let customers see the "big piece of meat",
This barbecue experience is the ultimate experience from the ingredients.
In order to ensure the taste of roast meat,
Many Japanese yakiniku shops use barbecue fuel mostly using gas or charcoal.
The "long charcoal" of the nobility in the charcoal,
It is a variety that most Japanese yakiniku restaurants like to use.
The far infrared rays released by the "Bichang charcoal" when burned can make the meat roasted at the center point faster.
And it can block a lot of gravy,
The effect of this is made,
It's not possible to grill meat with gas fuel.
And because of the high carbon content of the carbon,
During the barbecue process,
Charcoal smoke mixed into roasted gravy,
So use Bichang charcoal as a barbecue fuel,
The roasted meat is delicious.
At the same time, in the barbecue category,
Korean barbecue is mostly based on pork,
Fusion grilled meat is based on various ingredients,
Only Japanese yakiniku is mainly beef.
In terms of ingredient handling,
Less marinated, more raw meat,
The aim is to taste the natural taste of fresh meat,
Directly on the stove barbecue,
This is a sense of customer value that no other barbecue can match.
In a Yakiniku restaurant,
Beef comes in many grades.
For example, wagyu beef produced in Japan is divided into 15 grades of A5-C1, of which A3-A4 is more common.
A5 is the highest level.
Wagyu beef from Australia,
Divided into M1-M12 grades,
M12 is the highest level.
Each Yakiniku ware store will teach customers the knowledge of beef and how to eat different parts.
While showing professionalism,
Also seeped into marketing,
Implant the practice of using only good ingredients into the minds of customers.
Pay attention to scene creation
Take into account a variety of consumption scenarios
Customers choose to roast meat,
In addition to the taste of the roast meat itself, the ingredients and other factors,
It's more about the eating environment, the atmosphere and the mood.
Many barbecue shops make full use of their own cultural resources,
A lot of thought was put into the construction of the scene.
Among the emerging yakiniku brands,
A lot of it is through the design of the overall space,
Create an immersive dining experience for customers.
Compared to some other categories of kebab shops,
The service of the Yayokan restaurant has a strong Japanese flavor,
Focus on customer experience and hygiene,
And the sense of ceremony is very strong,
Make customers feel respected.
For example, many waiters at Japanese-style yakiniku restaurants will stand aside and wait for services at any time when they are free.
furthermore
The japanese-style casual atmosphere of a Yakiniku restaurant,
You can take into account a variety of consumption scenarios.
This makes both friends small gatherings,
Or dating a blind date,
Or talk to a client about business,
Yakiniku (yakiniku restaurants) will be a good choice.
Japanese culture's reciprocal dividends for yakiniku
The widespread spread of Japanese culture has contributed greatly to the popularity of Japanese yakiniku.
"The God of Sushi" has given the world a glimpse of the craftsmanship spirit of Japanese foodies.
Film and television works such as "Lonely Foodie", "Antarctic Chef", and NHK Series Food Documentary have also made wonderful positive communication.
In addition to directly introducing the works of Japanese cuisine,
Japanese culture such as Japanese manga and TV dramas has also played a good role in promoting yakiniku.
Many post-90s and post-00s are watching the long day,
With the gradual enhancement of the consumption power of the post-90s and post-00s,
The business-based effects of Japanese culture will continue for a long time.
The Japanese-style yakiniku restaurant has a Japanese-style decoration and the integration of various Japanese style elements.
This trend has blown into the catering industry,
It has boosted the popularity of the Japanese-style yakiniku category.
Third- and fourth-tier cities
It is also setting off a roast meat wind
A few months ago, the north went to Guangzhou,
Japanese-style yakiniku is popular,
In recent months,
In the third and fourth tier cities have also begun to sweep,
Very popular with the "grilled fish" of the year.
Relatively speaking,
The yakiniku restaurant is simpler than Chinese food,
No need for a chef —
This is an important reason why most catering people are optimistic about this category.
For the owner of a restaurant who cooks hundreds of dishes,
Making barbecues and roasting meat is a bit of a "handy hand".
Of course
Whether it can be operated well is another level of the problem.
So it's conceivable,
A large number of barbecue restaurants will also emerge.
We predict:
Next
The Japanese-style yakiniku category will usher in a blowout moment,
And it will gradually sink to third- and fourth-tier cities.
The market plate is large and the prospect is broad,
A chain of brands will be born.
At the same time, the meat is burned,
There are also related Japanese categories such as fire-fired Japanese sushi and Yakiniku rice.
Opportunities and challenges coexist,
Be prepared, please seize the opportunity,
Those who have no genes, do not blindly follow the trend.
<h1>In the face of opportunities and challenges, there are several opportunities for Japanese yakiniku</h1>
1. Product opportunities
China's economy is relatively stable, the number of middle class has increased significantly, young consumers come from superior families, have a broader vision, and are unprecedentedly open to taste bud acceptance. That is to say, today's young people are more able to accept diversified tastes, but they have higher requirements for the characteristics, quality, appearance, taste and experience of food. Under this opportunity, Japanese-style yakiniku has both the delicacy of Japanese ingredients and the pursuit of high-quality ingredients such as wagyu beef, coupled with Japanese cultural experience and ingenuity, making urban consumers relatively acceptable.
2. Category opportunities
In the past two years, we have witnessed many large and complete brands turn around and enter the small and beautiful market. For Yakiniku, it is a subdivided category derived from Japanese cuisine. What are the prospects for this category? Deer deer believes that it is still relatively impressive, but it has several difficulties to be solved: 1) due to the high requirements of Japanese yakiniku for meat and other ingredients, it needs to gain advantages in the supply chain; 2) due to the higher degree of overall refinement of Japanese yakiniku, in other words, brand operation management and service standards
3) Japanese yakiniku was originally a supper scene, and when you come to a shopping mall, due to the limitations of business hours, how to optimize its operating hours has become a problem.
3. Supply chain opportunities
Most of the Japanese yakiniku on the market now uses Australian wagyu beef as a raw material. Since China signed a free trade agreement with Australia, import tariffs on Australian beef have fallen to single digits at the beginning of the year and zero a decade later. As the largest source of imported beef in China, Australian Wagyu beef has the advantages of high quality, stable supply, and future cost trend decline, so whether it is for the operators of Japanese yakiniku brands or consumers, this is a visible benefit.
4. Brand opportunities
Although there are many stores that make Yakiniku, most of them are just a business. If we look closely, we will find that the Japanese yakiniku itself is not complicated, through the early standardization standards, combined with the stable quality of supply chain ingredients, the dependence on labor, especially the chef is not particularly large, for the future chain operation, or the innovation of business model, it is also possible. The category itself is not yet mature, and it still needs a certain amount of exploration space, and becoming the first brand in this category also has imagination space.
Source: Hourly Dining Times, Wang Lulu
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