In recent years, snail powder, which has been ignited by food bloggers such as Li Ziqi, has become high-profile and popular, setting a high revenue for e-commerce platforms. During the epidemic period, 100 million people called for "snail powder freedom" on social networking sites, major e-commerce platforms sold out of stock, and the hot pre-sale of dozens of days could not stop the enthusiasm of many foodies to buy, and the output value of prepackaged Liuzhou snail powder in 2019 alone exceeded 6 billion yuan.
At the same time, the rice noodles with their backs to Yunnan culture seem to have gradually fallen silent. There are far more than 50,000 rice noodle shops across the country that are fiercely fighting, and the homogenization competition of rice noodles is becoming more and more fierce.
In the post-epidemic era, where will the rice noodle category go? Can rice noodle stores still make money?
The audience is still wide, and the opportunity for small catering is increasing
Originating from Mengzi, Yunnan, the bridge rice noodles have a history of 100 years and are one of the most representative specialties of Yunnan. In recent decades, the thick cultural heritage coupled with the popularity of Yunnan style in the country has made the bridge rice noodles, as a typical representative of Yunnan rice noodles, gradually go out of Yunnan and embark on the table of the people of the whole country.
Rice noodles are simple to operate, produce quickly, do not rely on chefs, and are easy to achieve standardization, thus attracting a large number of entrepreneurs to enter the game. Nowadays, it can be found in major cities across the country. In the Dian restaurants of major cities, rice noodles are also indispensable dishes.
Differentiation Breakout: Shaping brand advantage
In today's catering industry, hot pot is still the main competitive position of major capital and brands, and the middle and lower reaches of the hot pot industry are still facing high pressure, high competition and serious homogenization.
Nostalgic delicacies such as rice noodles, pasta, and spicy hot sauces are easily distinguished from hot pots, establishing a solid product moat and a solid profit model. This year's spicy hot and cross-bridge rice noodles are somewhat similar, both of which are categories that have been hot for a while and disappeared, and then exploded out of the circle.
Small categories of bridge rice noodles can attract young consumer groups and create a differentiated atmosphere for stores, and high-quality tracks can effectively shape the brand advantages of stores.
Supply chain standardization
Why didn't the bridge rice noodles last long in the previous years? Standardization is the main factor restricting the large-scale development of rice noodle shops. Thanks to the rapid development of hot pot, the upstream supply chain of the catering industry can achieve unified flavor and mass production, and the development of diversified flavors has gradually been put on the agenda.
Not only that, the upstream factory has a professional R & D and management system, and the standardized operation process established can bring lower costs and diversified tastes to the store.
More than 50,000 rice noodle shops are fighting, and under the premise of large-scale homogenization, the price war has become the fuse that prompts the industry to decline. The most uncontrollable thing about the small shop model is the cost, because the store is generally not very large, all the ingredients and side dishes are prepared by themselves, and the slight fluctuation of the price of raw materials in the market may affect the store revenue.
To this end, Shuxian has prepared for everyone "tripe noodle base", "bridge rice noodle base", "sour and spicy golden tommy rice noodle base", "white fruit chicken soup rice noodle base", "wild mountain pepper fish rice noodle base" and other mass production, characteristic rice noodle base, the price is low and the flavor is stable, which can bring high precision premium ratio to the store.
This year's small catering wind direction is still there, and catering people should seize the dividend period, stand firm in the market, and precipitate the user pool. In the future, we can have our own competitiveness in the rolling torrent.
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Source | Red Meal Net
Consolidation | Shuxian flavor industry
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