2021 is a year of innovation in Sichuan-Chongqing hot pot pot bottom, and the "enzymatic bottom" quietly occupies the user's mind.
At the hot pot industry conference just held, Mia Jianjun noticed that the bottom of the "chopsticks and chopsticks" fresh pepper pot launched by Dezhuang, as well as the previous fermentation pot bottom, immortal oil and other "enzymatic bottoms" have aroused widespread concern in the industry.
The invisible big guy behind it, "enzymatic butter", has undoubtedly become the focus of this year's attention. With it, Sichuan-Chongqing hot pot may quickly enter the era of "enzymatic bottom" of Thousand Stores and Thousand Flavors.
At this year's hot pot industry conference, keywords such as category segmentation and product innovation were mentioned many times.
Yomi Jun found that this year's Sichuan-Chongqing hot pot innovation in the bottom of the pot, especially the "enzymatic bottom", is very eye-catching.
1
The "enzymatic bottom" is menacing
Preempt segments
>> Dezhuang fresh pepper pot bottom flavor preference of up to 91.89%
As an old brand for more than 20 years, Dezhuang has always been at the forefront of technological innovation.
▲ Dezhuang fresh pepper pot bottom
The bottom of the "chopsticks and chopsticks" fresh pepper pot is its important masterpiece this year. It is understood that "chopsticks and chopsticks fresh" is a "enzymatic bottom" made of special raw materials such as fresh pepper and enzymatic butter that are strictly selected for 150 days of sunshine, and after scientific proportioning.
Different from the spicy aroma of the old hot pot, it is mainly "fresh and spicy". On the basis of spicy, the fresh aroma of enzymatic butter is used to highlight the "freshness" of fresh millet peppers, "every chopstick is 'fresh' and is known." ”
According to Dezhuang's customer survey data, 72.97% of consumers believe that there is a significant difference in flavor at the bottom of the pot, which has achieved differentiated innovation at the bottom of the pot;
40.54% of consumers believe that fresh peppers have a strong flavor, the overall flavor preference is as high as 91.89%, and 54.05% of customers are willing to accept the hot pot shop to charge 10 yuan for the bottom fee.
It can be seen that consumers are very buying of dezhuang's fresh pepper pot bottom.
What is less well known is that the idea of Dezhuang's fresh pepper pot was germinated 10 years ago.
The bottom of the pot relies on a team of more than 30 experts, after more than 400 sample flavor adjustments, flavor modulation, and more than 5,000 times of testing and testing, after encountering enzymatic butter and soul collision, it can be perfectly presented, very ingenious.
>> a variety of "enzymatic bottom" beach segments
At the same time, different styles of "enzymatic bottoms" such as fermentation pot bottoms and ageless oil are all under the blessing of "enzymatic butter", each amplifying their differentiated advantages, grabbing the beach subdivision field, and then helping different hot pot brands occupy the user's mind.
This is the inevitable result and future trend of the Z generation consumer circle is more segmented and the taste demand is richer. The competition between Sichuan and Chongqing hot pot has ushered in an important inflection point in the upgrading of the bottom of the pot.
2
Solve the 3 major pain points of the industry
Usher in the era of "a thousand stores and a thousand tastes"
Behind the quiet rise of various "enzymatic pot bottoms", there is an invisible big guy hidden, which is the "enzymatic butter" of the forest state.
Many people see this word on the brain shell pain, what is the enzyme to solve the butter?
To put it simply, enzymatic butter is the butter produced through the biotechnology of "enzymatic solution", and Yumi Jun has done simple science popularization in previous articles (related reading: butter hot pot ushered in the "game breaker").
▲ Try the bottom of the pot made of enzymatic butter on the spot
What pain points does enzymatic butter solve and what changes can it bring to the hot pot industry? This is probably the biggest question of many hot pot owners.
According to Dr. Wang, director of research and development of Sen State, Sen State first began to study enzymatic butter in 2019, when the butter pot bottom industry faced a problem with a long and difficult problem: the bottom of the pot was not fragrant enough.
Many Sichuan-Chongqing hot pot restaurants have been labeled with hats that taste improper and the bottom of the pot is unpalatable. There is a huge gap between consumer demand and the supply of hot pot restaurants.
At that time, the common practice in the industry was to increase exogenous aromatic substances, but this was only a head-to-head approach. Aromatic substances in the process of cooking hot pot, constantly volatilized, resulting in more and more tasteless.
Sen state has transformed a new idea, can it reduce the loss of aroma substances while increasing the production of aroma substances?
In the end, Sen State successfully overcome this problem with enzymatic lysis technology.
▲ Dr. Wang of Sen State is sharing enzymatic butter
>> enzymatically stimulated endogenous aromatic substances, which are more fragrant and fresh
Enzymatic digestion technology makes full use of proteins and minced meat on bovine fat tissue, breaking them down into small molecules of polypeptides and amino acids.
These substances can produce a Maillard reaction during high-temperature smelting, stimulating more endogenous aromatic substances, such as beef aroma, roast aroma, etc., which is 10 times more mellow than traditional butter.
At the same time, the polar lipids produced by lipase lysis can form a water-in-oil structure in the bottom of the pot, firmly locking the umami taste, greatly reducing the volatilization rate of aromatic substances, and the taste is more flavorful.
>> 1 kg of enzymatic butter out of 3-5 kg of traditional butter effect, reduce costs and increase efficiency
When the hot pot shop uses enzyme butter to fry the bottom of the pot, 1 kilogram can come out of the effect of 3-5 kilograms of traditional butter, and the amount of appropriate adjustment can not only be more mellow than the original, but also save the amount of butter.
At the same time, the operation is also very convenient, the hot pot shop only needs to add a piece of enzymatic butter to the bottom of the original pot, and the appearance value can be greatly improved, so that the hot pot shop can achieve cost reduction and efficiency.
>> meet the needs of personalized pot bottoms and create an era of thousands of stores and thousands of flavors
Many hot pot restaurants are small in scale and limited in strength, and cannot independently develop new pot bottoms. Sen State can provide a complete set of pot bottom research and development solutions for these hot pot restaurants.
Reduce the threshold of research and development and the cost of trial and error, empower the industry, and help the advent of the era of thousands of stores and thousands of tastes.
▲ Enzymatic butter
As a low-key technical school, Sen state not only focuses on technology research and development, but also participates in the customization of industry standards.
"In addition to participating in the formulation of the national standard of "Edible Animal Fat Butter", he also took the lead in formulating group standards such as "Hot pot base processing oil" and "hot pot oil", and soon these standards and specifications will meet with everyone."
▲ The scene of the China Hot Pot Industry Conference
At last
In recent years, Sichuan-Chongqing hot pot, as the largest subdivision of hot pot, has run out of many national brands.
But the long-term operation of the hot pot brand does not rely on marketing, but on taste. In the future, the competition between hot pot brands will come more from the bottom of the pot.
The attempts of brands such as Dezhuang on the "enzymatic bottom" are the touchstones of pieces. Apparently, they were the first to eat crabs.
In the future, there may be more and more "enzymatic bottoms" emerging, the flavor of the bottom of the Sichuan-Chongqing hot pot will be greatly enriched, and the hot pot brand will be more youthful, subdivided and differentiated.
Just like the Changsha Super Wenheyou Smell Museum, hundreds of perfumes with different flavors are quietly hidden in bottles, the taste of sunshine, the taste of wheat, the taste of first love, the taste of 12 constellations...
Don't be afraid of not being able to do it, you are afraid of not thinking.