With more than 30,000 hot pot restaurants and a market of 30 billion yuan, Chongqing lacks only one boss who can carry the flag!
Recently, an industry analysis article once again unveiled the embarrassment of the "hot pot city". And "never", does not mean that Chongqing hot pot does not work hard, does not mean that there will be no future.
Keen industry insiders and observers have found that in recent years, some local enterprises born and raised in Chongqing, after a long period of low-headed pulling, have awakened and looked up at the sky, and have greatly stretched their bones and bones, and the spirit and momentum of chasing deer and rivers and lakes have been greatly stretched.
Among them, can there be a boss that everyone expects?
authentic
Chongqing people say that good is really good
On April 27, 2021, the Chongqing Hotpot Brand Star Program, jointly initiated by the People's Network and the Chongqing Hotpot Association, was officially launched. It is reported that the plan will select 10 brands that can best represent the characteristics and level of Chongqing hot pot to form the "Chongqing Hot Pot Heavenly Group", focusing on promotion and strong debut, so that the world can witness the influence of Chongqing hot pot.
This is not a whimsical activity, but another self-awakening of Chongqing's hot pot industry after several years of silence.
The current Chongqing hot pot brand, "more than 30,000 stores, 30 billion market, why is there no boss in the Chongqing hot pot industry?" The article divides it into six categories: internet red hot pot brands represented by spicy three cheng, etc.; foreign hot pot brands represented by Xiaolongkan and Tan Duck blood hot pot; franchise hot pot brands represented by Dezhuang and Liu Yishou; strong brands represented by Haidilao; hot pot shops that need to be upgraded in situ mainly based on street shops and fly shops; and authentic local hot pot brands represented by Zhou Shishi's Chongqing hot pot that only do direct chains.
Above, any type of hot pot brand in the Chongqing market, if you want to become the mainstream recognized by the market, you must first achieve the authentic standard in the minds of Chongqing people.
Chongqing people have a unique cognitive requirement for authenticity, that is, there is a heritage. Chongqing people choose hot pot, first of all, to see whether it is authentic, can represent Chongqing hot pot must have a pure Chongqing genetic inheritance.
Therefore, in Chongqing, even if every street shop has an interpretation of heritage and authenticity, let alone a brand enterprise with a stronger sense of mission.
The founder of Nan hot pot in Chengdu, Zhang Wenhao, took over the hot pot restaurant run by his mother for more than 20 years, to pass on the taste of the old hot pot in Chongqing and make the hot pot more delicious.
The Zhou master brother Chongqing hot pot, the inheritance story is different from the family inheritance of most brands, but adopts the method of master-apprentice inheritance. From the first generation of founders (1873-1941), to the second generation of heirs Luo Guorong, and then to today's fifth generation of Zhou Yonglin, it has a history of 100 years.
upgrade
Sense of innovation under cultural self-confidence
It is not enough to have a legacy.
The elements associated with "authenticity" also include the requirements for taste, ingredients, regional culture, origin, and continuous improvement in product innovation, management mode, and operation level.
Chongqing hot pot brand, the bottom of the pot, adhere to the same, and in the system innovation is the magic of each.
Liu Yishou, a franchise brand and has opened more than 600 stores around the world, has the biggest innovative achievement is the brand "root system" advantage built around the supply chain.
In order to better improve the supply chain, in 2014, a large factory was acquired to produce Liu Yishou's raw materials, and the original workshop-style raw material production was pushed onto the road of scale and regularization. At the same time, we actively develop the base ingredients of disposable butter hot pot, clear oil hot pot, sauerkraut fish, spicy fish, etc., as well as portable hot pot, hot pot noodles and other products around the hot pot ecology.
And the Zhou brother Chongqing hot pot who took the direct sales route debuted with a large knife waist slice single product, and directly brought it into the explosive product of the Chongqing hot pot industry, behind the explosive product is the spirit of industry innovation, but also the "gene of dead bump products".
The founder Zhou Zhou and the R&D team have successively traveled to more than ten cities, eating more than 300 pounds of waist slices in one year, and finally determining the source of ingredients for large knife loin slices. In recent years, Brother Zhou has successively developed a series of signature dishes such as pure fresh slaughterhouse hair belly directly supplied by slaughterhouses with zero additives, boutique fresh duck intestines with zero pigment and zero additions, and freshly cut yellow beef produced with Chaoshan beef standards.
Peijie hot pot continues to exert efforts in Chongqing culture, and the practice of closely linking the brand with Chongqing culture is worth learning from other Chongqing hot pot brands.
In the stores in Shanghai and Shenzhen cities, in order to highlight the Chongqing hot pot, Sister Pei integrates the characteristics of Chongqing hot pot and how to eat hot pot in Chongqing, with more fashionable and closer to the young people's words, into the store decoration. In addition, it has also continuously launched a variety of peripheral cultural and creative products related to Bayu characteristics, closely linking the brand with Chongqing culture. For example, the eight scenes of Bayu are painted on the gift box, and the supporting postcards are launched, so that consumers can not only eat and play, but also truly feel and understand the charm of "Chongqing culture".
The above-mentioned Nan hot pot, in addition to the "old hot pot + creative dishes + creative desserts + drinks" such a hot pot product line, in the marketing power of the performance is eye-catching, and the firepower point is concentrated in the Douyin brand, the first Douyin content released by it, it absorbed more than 1 million fans, bringing about 170 million views.
Nan hot pot uses such marketing ideas to open up popularity, and then use creative product research and development to circle young customers, which also has its reference value.
……
As a result, authentic genes, product differentiation, leveraging Chongqing culture, supply chain advantages, operation refinement, marketing power, under the innovation and practice of Liu Yishou hot pot, Zhou Shi brother Chongqing hot pot, Pei Jie hot pot, Nan hot pot and other new forces of Chongqing hot pot brand, together constitute the new label and contemporary strength of Chongqing hot pot, they are persistent in this, and thus grow and grow.
expect
Who can carry the banner of Chongqing hot pot?
In this way, after several years of silence, the Hot Pot Industry in Chongqing has ushered in a small climax of industry development.
However, in this wave of new power brands, who is the final winner?
From the perspective of Chongqing hot pot history, contemporary Chongqing hot pot brand temperament and development vision, if you want to represent Chongqing hot pot, become the mainstream hot pot brand in the Chongqing market, and even become the category boss of Chongqing hot pot, you must meet two basic conditions:
The first is authenticity, from this point of view Haidilao is excluded;
The second is the pattern of the brand, whether it has the ambition to expand, whether it can go out of Chongqing, and establish a long-term brand value, which is the basic requirement of the brand pattern;
The third is the basic volume of operation and market efficiency. No volume, no efficiency, everything is empty talk.
On the whole, there are not many options for brands that can represent authentic local hot pots, either Dezhuang and Liu Yishou in the franchise model, or Brother Zhou who started to break through in the direct operation model, or Nan hot pot that wins by traffic.
Franchised brands represent Dezhuang, Liu Yishou, rapid expansion, market volume advantages are prominent, how to control the quality of franchised stores, maintain the purity of the brand, is a must-answer question in front of them.
The Chongqing hot pot, which insists on taking the direct sales route, has gained a firm foothold in Chongqing and opened 16 stores, and after opening stores in Shanghai and Shenzhen, the response is good, and the momentum of continuing to open stores is booming. However, how to ensure the quality of the premise, quickly achieve volume expansion, the market left little time for Brother Zhou.
As a rising star, nan hot pot has strength that cannot be underestimated. Relying on short video traffic and super high internet popularity, this hot pot brand native to Chongqing alleys has now gone out of Chongqing and gone to the whole country, and is also known as the "dark horse of the hot brand in 2021". While increasing brand awareness and influence, Nan Hotpot should also think about how to cultivate brand thickness.
At this point, who will become the boss of Chongqing hot pot in the future also needs to be judged from more dimensions, such as the number of directly operated stores, the tax revenue brought to Chongqing, the pride coefficient of Chongqing people across the country, etc. The answer can only be left to the market to answer. However, this process may not be too long, because behind all the Chongqing hot pots is chased an eel - Haidilao.