Among the top 10 hot pot brands in the number of stores in the country, Sichuan hot pot accounts for half of the country.
From the evolution of Sichuan hot pot, we found the following industry trends: "cuisine hot pot" into traffic password, landscape-making hot pot crowd rise together, hot pot into the "slightly drunk" era, big names began to spell sub-cards...
ps: This article has more content, the first half is survey data, and the second half is trend interpretation.
1
Sichuan hot pot data interpretation
>> the number of stores is top 10, and it occupies half of the country
▲The number of national door hot pot brand stores is top 10
Among the 10 hot pot brands with the largest number of stores in the country, the Sichuan hot pot brand accounts for 50%, the number of stores accounts for 52.74%, and the stores are widely distributed throughout the country.
Among them, in addition to Haidilao, the other four brands, including Xiaolongkan, Tan Duck Blood, Shu Daxia, and Youtou, are all hot pot brands native to Sichuan.
>> Chengdu hot pot is the only one, but the unit price is very close to the people
▲The number of hot pot stores in Chengdu is the largest
As of October 2021, There are a total of 42,000 hot pot restaurants in Sichuan, which is the province with the largest number of hot pot stores in the country.
Among them, Chengdu has 16,000 hot pot stores, accounting for 39.04% of the number of hot pot stores in the province, which can be described as a unique one. Mianyang, which ranks second, has only nearly 3,000 stores, less than a fraction of Chengdu's.
It is worth noting that the average unit price of Chengdu hot pot is 70.24 yuan, slightly higher than the provincial average of 67.43 yuan, ranking third in the province, after Ganzi and Aba.
The average unit price of hot pot in 15 new first-tier cities across the country is 76.37 yuan, and Chengdu ranks 11th. It can be seen that Chengdu's hot pot is very cost-effective.
After >> stand firm in first-tier cities, we will make efforts to sink the market
From the data point of view, most of the hot pot brands have gained a firm foothold in the first-tier and new first-tier cities, and began to continue to exert efforts in the sinking market of the second and third lines, the fourth and fifth lines.
▲ Sichuan hot pot 10 popular brands
Brands such as Xiaolongkan, Shu Daxia, and Such as Zaishu account for more than 70% of stores in 2-5 tier cities, and even reach 84.2%.
In addition, there are also emerging brands that are still in the stage of seizing the minds of front-line consumers, such as Roaring Tang. Its few stores are mostly concentrated in first-tier and new first-tier cities (Chengdu, Wuhan, Hangzhou, Ningbo, etc.), accounting for 66.67% at present.
>> beef is the most popular, and regional snacks are turned into fragrant dumplings
▲ Sichuan hot pot consumers recommend dishes top 5
According to the number of stores and recommended dishes of 10 popular hot pot brands, the weighted treatment of the narrow door meal eye data found that the 5 dishes with the highest consumer recommendation were: beef, brown sugar sticks, hairy belly, crispy meat, and shrimp slip.
Beef ranked first, reflecting the fusion trend of Sichuan hot pot and Chaoshan beef hot pot. Among them, spicy beef, tender beef, fresh beef, hanging dragon, etc. are recommended most frequently.
Brown sugar rice dumplings ranked second, confirming the correctness of the evolution path of "Sichuan hot pot + Sichuan snacks" in recent years.
As a classic dish of Sichuan hot pot, although Mao belly only ranked third, the differentiated competition of major brands has not been relaxed.
2
Hotpot trend prediction
1. Continuous subdivision, "cuisine + hot pot" into traffic password
Diningmi Jun found that recently, "cuisine hot pot" swept the country: Sichuan hot pot, roasted vegetable hot pot, sauerkraut white meat hot pot, bacon hot pot...
Looking at the hot pot market, the cuisine hot pot has long existed, and Meituan data shows that it has appeared in hundreds of cities in China and has been prosperous.
First, hot pot + cuisine. The "Sichuan cuisine hot pot" of drunken dock is a typical form of "hot pot + cuisine". It put the classic "three steaming nine buckles 12 bowls" in Sichuan cuisine into the hot pot, and pioneered the "Sichuan cuisine twelve flavor dipping dish", which gave birth to a new way of eating.
Second, hot pot + cuisine representative dish / local representative dish. This form, in simple terms, is to use a dish to derive a hot pot category, the most common are pork belly chicken, coconut chicken, sauerkraut white meat, sour soup fish, chicken abalone hot pot, Buddha jumping wall hot pot and so on.
The biggest advantage of the hot pot is that with local cuisine and local culture as the root, hot pot people as long as they firmly grasp the local cuisine, make a hot pot with local characteristics, so that the hot pot becomes an important carrier of local culture.
It can be seen that the hot pot is becoming more and more subdivided, represented by the Sichuan hot pot, such as Yan Longhui squid hot pot, Wan Yong super yellow throat hot pot, Nianjianghu duck intestine hot pot, etc., all trying to seize the top spot in the hot pot subdivision category market.
2, consumption upgrades, "landscaping hot pot" is on fire
Every time you come to Chengdu, you can feel the new scene of round after round of special catering, and in recent years, the "landscape-style" hot pot is in the limelight.
They are basically located on the edge of the city, covering an area of hundreds of acres, with the theme of landscaping, combining hot pot restaurants with original ecological culture, focusing on the sense of atmosphere and experience, and finding their own breakthrough in the fiercely competitive "hot pot Red Sea".
Margaux Manor, known as the "Disney" of the hot pot industry, sits on more than 200 acres of parks, with an annual income of 100 million yuan per store and can accommodate tens of thousands of people to eat hot pot;
▲ The dazzling light and shadow are immersive
Longteng Van Gogh, the ancient building of Tiannanhaibei was moved here, step by step, it is said that the boss specially invited the team of Tsinghua Design Institute to design, costing 50 million to build;
There is also the Shu Hero Chivalrous Impression Shop: 5000m² super garden-style hot pot restaurant, garden museum immersive hot pot experience, eating hot pot in the museum...
Under the tide of consumption upgrading, in the future, the high-quality, ultra-experience "landscape-making" hot pot model is likely to give birth to a new batch of "regional kings".
3, slightly drunk warning, "hot pot + wine" intensified
On the Little Red Book, there are 230,000+ notes in the keyword search for "slightly drunk". This becomes a fad, a social currency. Especially as the city of entertainment in Chengdu, pub culture prevails, according to observation, the combination of "hot pot + wine" cp evolved which 3 new formats -
Format 1: Like Kanye hot pot, the store opens a "tea bar"; "hot pot nightclub" panda old stove, the super long wine cabinet is filled with 300 kinds of world craft beer;
Format 2: Like Haidilao, immersive "hot pot + pub"; seasonal red hot pot opens a "cosmic disco" theme store, combining traditional hot pot with bars;
Format 3: Like Chuanxi Bazi, open an independent pub; Dayu hot pot industry is not to be outdone, Du ge Sichuan cuisine tavern came out, Sichuan cuisine, barbecue, small wine, desserts, everything.
▲ Two-hemp tavern
Senior people believe that "this will inevitably trigger a round of 'tsunami' of model innovation in the catering industry, and the next 4 years will be the golden age of meals + wine." ”
Most merchants increase the liquor business, the most direct purpose is to extend the consumption period, so that customers stay in the store for a longer time, will produce more frequent consumption.
4, huddled together, the big card asked the sub-card to grow
Haidilao's financial report was announced, and more than a dozen of its sub-brands fully blossomed, compared with last year, the profit increased by 5 times, close to 120 million.
It is not difficult to find that the phenomenon of hot pot brands "opening a sub-brand" is increasing, or continue to dig deep into the hot pot track, or turn to fast food snacks, or get involved in hot pot ingredient supermarkets...
It is not difficult to find that most Sichuan hot pot owners in addition to the identity of the hot pot boss, or engaged in other catering categories, or open hot pot base factories, or cross-border real estate, open tea houses.
Therefore, it also has the innate conditions for resource integration, and the integration of resources here includes: hot pot and hot pot, hot pot and other catering categories, hot pot and online media, hot pot and upstream supply enterprises.
For example, hot pot brands such as Shu Daxia, Da Long Yi, Xiao Long Kan, they have derived countless sub-brands, involving hot pot, fish hot pot, hot pot dishes, spicy hot, small crispy meat and other categories.
Sub-brands can borrow the potential of the parent brand, which is a good thing, if the strategic positioning changes, the core of the restaurant must also change, if you play the "new bottle of old wine" set, change the soup without changing the medicine, customers will soon lose interest.
5. Joining or direct operation is related to the founder's original intention
Chengdu hot pot boss unanimously said that in the past two years, especially this year, the pace of expansion has become more cautious, joining the direct operation, focusing on direct operation, becoming the main theme, this conservative way of playing has also extended the brand life cycle...
We have observed that the transformation of the operation mode of the Sichuan hot pot market is roughly divided into two situations:
One is to have hundreds of franchise stores and several direct stores, and the focus shifts to direct store operations. For example, the Huangsanye hot pot located in Shuangliu, Chengdu, founder Huang Fei said that he should sink his heart to do a good job in directly operated stores, and the future pk is professionalism, resources, as well as back-end, team, and core technology.
The other is an emerging brand in the past two years, which was positioned as a direct operation at the beginning of its establishment. For example, the emerging Internet celebrity brand Wuliguan hot pot, there are currently 4 directly operated stores in Chengdu, each store is constantly refreshing the queuing record, is expected to open to 6 this year.
▲ Wuliguan hot pot
In fact, the dispute between direct operation and franchise has been going on for a long time. Franchise or direct operation, which is related to the company's current situation and strategy, depending on what the founder wants, if you want to do the supply chain, you can do franchise, if you want to go public, or direct operation.
Therefore, there is no right or wrong model, there is a high or low management, and the one that suits you is the best.