Nandu News Reporter Chen Yingshan Stinky mandarin fish, crisp fat intestines, durian chicken, these famous dishes that sound like materials and flavors, can also be transformed into new hot pot products? As autumn has entered all parts of the country, Hema announced that this year's hot pot season has officially "opened the pot". And Pengcheng as the favorite consumer market, Shenzhen Hema is also tailor-made for Shenzhen people, the first customized version of "material hot pot".
In the hot pot area of Shenzhen Hema Store, 11 of the 20 new pot bases and set meals are developed by the local team in Shenzhen. Holding hands with farming records, six less pig belly chicken and other chain catering brands, Shenzhen Hema launched spicy stinky mandarin fish, Shimen fat sausage pot, durian chicken pot, pork belly chicken pot and other joint brand new products.
In recent years, the epidemic has stimulated the consumer demand of "stay-at-home food", and kuaishou dishes and prepared dishes have risen. Kuaishou hot pot is also booming. In 2019, it took the lead in entering the hot pot to the home scene, and Hema began to launch more than 900 kinds of fresh ingredients in one go at the end of September this year. From creating a hot pot to a new scene at home, to upgrading and launching a new category of "ingredientd hot pot" of "first eating ingredients and then shabu-shabu", new retail and then setting off a hot pot to home upgrade war. Can the new category successfully build a moat? In this issue, the guest observation walked into the Kuaishou hot pot.
Xiao Bai can do "ingredient hot pot" and cooperate with catering big brands to customize
With the stinky mandarin fish, fat intestine stinky tofu, durian chicken and other hot pot lids have been opened, the entire catering area is wafting with a "special" taste, and the shop Xiao Er also intimately provides consumers with head covers, aprons, and even moved air purifiers.
Lift the lid of the pot and the aroma of durian comes to your nose. The golden yellow soup base is integrated into the delicate durian flesh, the Qingyuan chicken is fresh and tender, and what is presented to the diners is the "domineering durian pot" created by Shenzhen Hema and six young pig belly chicken. First drink the soup and then eat the ingredients, and finally open the shabu mode, a Famous Cantonese dish durian chicken properly transformed into a "side stove". And such a hot pot that can be eaten does not need to be specially served in the restaurant. You only need to place an order in the box immediately, and for 169 yuan a box, you can deliver all the ingredients to your home. With 500 grams of domineering durian fresh fruit, paired with 168 days of Qingyuan chicken, consumers according to the three-step instructions of the cooking card, put in ingredients, soup, lazy xiaobai can reproduce a pot of delicious.
From the golden durian chicken pot to the "black gold" color of the stinky mandarin fish hot pot, this is one of the "stinky smelly" series of fast hot pot developed by Hema United Farming. The stinky mandarin fish that is sent home with the grilled dish only needs to be heated to reproduce the delicious taste, and the thick fish soup is accompanied by shabu-shabu, and the cross-border eating method of "grilled fish + hot pot" is achieved immediately.
According to Zhang Lingling, regional operation director of Hema Shenzhen, 11 of the 20 new special hot pot packages are specially developed for Shenzhen consumers. The stinky mandarin fish hot pot and the domineering durian pot created by Shenzhen catering brands such as Hand-in-Hand Farming Ji and Liu Shao are special models tailored for Shenzhen people.
"Shenzhen people love to taste the early, and most of the young consumer groups, coupled with the busy work and fast pace of life, fast dishes, prepared dishes are naturally very popular." Among them, hot pot has become a fragrant food category under the arrival of winter. Zhang Lingling said that Shenzhen, which is inclusive of all over the world, is an important gathering place for the "two Guangzhous" in Guangdong and Guangxi, and the two lakes in "Hunan and Hubei". In response to the taste preferences of the crowd and the characteristics of young consumers in Shenzhen who love to taste fresh, Hema has specially joined hands with Xiangpai and Cantonese catering brands to develop and create Shenzhen's exclusive hot pot packages.
With the upgrading of new categories, can we build a "hot pot to home" consumption moat?
As the first batch of entrants to the "hot pot to home" scene, in 2019, Hema hot pot was quietly listed in stores across the country, and has continued to increase in recent years. In September 2020, the "Hema Hot Pot" brand was registered and born. From the original Chaoshan beef, Hainan coconut chicken, Beijing sheep scorpion, Thai tom yin gong, thick soup seafood pot and other special pot bottoms, to the beginning of this year on the new more than 900 fresh food ingredients and other hot pot peripherals, and then to the recent joint development of a very regional characteristics of the material hot pot, Hema continues to refresh the hot pot consumption of the home experience.
"Compared to ordinary shabu-shabu, it is more difficult to have a hot pot. In addition to the delicious soup base and the freshness of the ingredients, the hot pot is a dish in itself, and the preparation of these dishes is a test of craftsmanship. For ordinary consumers, it is very difficult to perfectly reproduce the taste of this restaurant. Zhang Lingling said. In order to enable Shenzhen consumers to make high-end dishes at home, Hema focused on developing ingredientd hot pot this year.
The epidemic has spawned a "home economy", and cooking at home has become a new demand. Hot pot as a popular classification in the food industry, the major players also entered this hot pot takeaway war. "At present, there are three main models of hot pot takeaway, one is the self-development and delivery of large-scale hot pot restaurant chains represented by Haidilao; the second is relying on channel models such as Meituan and Ele.me; and the third is the self-operated model created by new retail platforms such as Hema and Dingdong Grocery Shopping." In the view of industry insiders, compared with other specialty catering, the standardization threshold of traditional hot pot is relatively lower; most of them are produced by pot bottoms, ingredients, spices, etc., and the requirements for cooking are relatively low. Because of this, hot pot and simple home cooking have become fragrant food in the fast food track.
Fierce competition, how to build a moat? In the view of the relevant person in charge of Hema, as one of the most easily standardized catering categories, it is not difficult to standardize the bottom of the pot, shabu-shabu, spices and so on. However, the challenge is whether the first can ensure the freshness and taste of various ingredients, and the second is whether the creative new dishes developed by research can quickly achieve standardization and quantitative production; these all need to be supported by strong supply chain strength. Relying on the fresh direct procurement base and supply chain capabilities built nationwide in the past few years, Hema has also built its own standardized supply chain system for hot pot ingredients from the source, so that hot pot takeaway can easily achieve catering quality and supermarket prices.
Relying on online empowerment and offline retail capabilities, Hema upgraded the new experience in the "hot pot to home" track, creating a regional characteristic of the material hot pot, creative research and development, rapid mass production. "The logic of Hema deep ploughing hot pot has not changed, that is, it hopes to bring more quality experiences to consumers." In the future, in addition to basic categories such as Chaoshan beef hot pot and coconut chicken hot pot, more new flavors of hot pot takeaway will be launched, both classic traditions and creative innovations," said the relevant person in charge of Hema .