For more than half a year, the spark of rotating small hot pots has burned all over China's commercial body.
Perhaps, another hot pot subdivision category has been slowly opened?
Issue 2811
Restaurant owner internal reference Wang Jing | wen
Data: The number of rotating small hot pots has increased dramatically
Changsha Shenzhen Xi'an has the highest proportion
At the beginning of this year, Neishanjun found that in some commercial entities in Zhengzhou, the figure of rotary self-service small hot pot began to appear, and soon formed a trend of spread.
From the public reviews, many cities can see a large number of rotating small hot pot restaurants marked with "new stores", in order to evaluate the number of stores, Neisanjun selected a number of sample cities across the country to compare the search results of "hot pot" with the number of search results of "rotating small hot pot".
The number is the number of search results, not the number of stores
Judging from the results, changsha, Xi'an, Zhengzhou, the three central and western cities of the city of rotating small hot pot has accounted for 10% of the overall hot pot category, Shenzhen, which has a strong vitality of catering innovation, also has a large number of rotating small hot pots; the proportion of the two first-tier cities in Beijing and Shanghai is slightly lower; and in the three cities of Chongqing, Chengdu and Guangzhou, where the hot pot culture is particularly strong, the rotating small hot pot is suppressed more severely.
In all the sample cities, the comprehensive proportion of rotating small hot pot in the hot pot category reached 6.19%, and only one subdivision category occupies such a position in the trillion hot pot market, and the rapid development momentum is difficult to ignore.
Phenomenon: Roadside stalls of yesteryear
Makeover into the mall
In just a few months after Neisanjun noticed this category, the self-service rotary small pot swept through all the tier cities across the country, from the north to Guangzhou to Xi'an Zhengzhou, to Shangqiu Luohe, and even some county-level cities, and the types of commercial bodies stationed in it were also very broad, from landmark high-end shopping malls to community-based shopping malls, office shopping malls and so on.
Once a sipping and nursing
Speaking of bar-style small hot pot, everyone is not unfamiliar, since 1999, when the first sipping and feeding opened in Beijing, this kind of affordable and relaxed hot pot subdivision category has always been active in the catering industry. In the subsequent development, the innovative brands that followed the entrance of sipping gradually transformed the bar table hot pot into a rotating self-selecting type, and the sipping was transformed into a mid-to-high-end price band.
Nowadays, a large number of rotating small hot pots have been forgotten in the streets and alleys, and have become a market snack similar to spicy hot. Since the beginning of this year, the propaganda hot pot counterattack on the mall has undergone a makeover.
positioning:
On the first floor of Zhenghong City in Zhengzhou, a self-service propaganda small hot pot restaurant called "Nong Xiao Pot" has been in hot business since it opened in June this year. The slogan on the shop sign reads: Let the farmers deeply integrate into the city. However, the store brass and marble fashion net red shop decoration, fashionable and bright, can not be reminiscent of rural elements such as rural areas, farmers and so on.
In some community-based commercial areas in Zhengzhou, there are also a number of self-service rotating small hot pots called "Visiting The Farmer's Hot Pot of the Shop". Uchiha Jun once asked the clerk why it was called a farmer hot pot? Is it the use of direct rural vegetables in the store, or the clerk only hires migrant workers, or is the customer base positioned as a rural customer? The clerk did not give a detailed answer, only saying that it was a brand feature.
mode:
These rotating small hot pot shops that enter the mall, from the store model, are no different from the simple small hot pot shops on the street, and they all use the mode of long drive belts on both sides, the induction cooker small hot pot is lined up, and the door is a self-service small material counter and a self-selected beverage cabinet.
The biggest difference is that the number of seats in the shopping mall's rotary hot pot restaurant is obviously more than the street side store, generally in 40 to 100 seats, and the store area is generally more than 80 square meters. Dishes and dipping sauces are also significantly richer than street shops, with meat, meatballs, vegetables, staple foods, and fruits combined, often with more than 100 varieties.
In terms of details, the "mall players" obviously have a lot of intentions, such as Chongqing's jars running, cages with two rotary small hot pot brands, all combined with the local elements of Chongqing hot pot - small steamers and small dishes. Zhengzhou's transfer skewers of small hot pots integrate the elements of the skewers into the rotary hot pot.
style:
The fashionable and distinctive store style is the key to the success of this batch of rotating small hot pot categories in the competition between shopping malls and restaurants. At present, all the brands that Neisanjun pays attention to are very eye-catching in design.
In addition to the metal and marble internet celebrity shop style, there is also a striking red mesh brick design, as well as a simple and retro log color style.
Price:
The price is the key point of the hot pot business in the mall, which is generally divided into several modules: buffet fee, pot bottom fee, a la carte dish, and drink. Depending on the level of the market, the buffet fee ranges from 33 yuan per person in Beijing to 22.8 yuan per person in Zhengzhou.
The bottom of the pot needs to be charged extra, and the taste variety is more abundant than the spicy hot on the street, generally there are more than 5 choices such as spicy pot, tomato pot, clear soup pot, etc., and the price of the bottom of the pot ranges from 3 yuan to 10 yuan. Beef and mutton need a single point, the price is generally around 20 yuan a piece.
Overall, the price of eating a self-service rotating hot pot is between 28 yuan and 45 yuan, which is placed in the overall consumption level of the mall, which is absolutely cost-effective, which makes most stores have customers.
Accounting: Equipment is expensive
Revenue ceilings are extremely low
Open the official website or official micro of these rotating small hot pots to find that these brands are expanding without exception by joining the situation. There are also a large number of new brands that have just entered the market are enthusiastically inviting catering entrepreneurs to join, and many brands claim that the national stores have exceeded 100.
With more and more similar small hot pot shops in various shopping malls across the country, seeing that the business is still good, many entrepreneurs have begun to liven up their minds, opening such a self-service rotary small hot pot, will it be a good business?
Neisanjun consulted a lot of "catering old cannons" around him, and everyone said some views, which is worth the attention of novices.
Is a good business a good one that makes money?
As the top shopping mall in Zhengzhou, the high rent price of Zhenghong City has deterred many catering brands, and many people have held the attitude of "willing to shave" to give it a try, hoping to take advantage of the popularity of the mall to let the new brand take off. However, there are many backfires, and even the launchers include Haidilao's innovative fast food project "Jojo's Powder".
It is understood that the rent of the food street on the first floor of Zhenghong City is about 1500 yuan per square meter per month, and the monthly rent of an 80 square meter, 50-seat store is at least 100,000 yuan. So how much can this store sell for in a month? We can only estimate, according to the financial report, the king of small hot pot sipping feeding performance peak period of the turnover rate of 4.0, according to this turnover rate, we assume that the average customer unit price is 40 yuan, then the monthly revenue is about 250,000.
Many of the shops are indeed thriving
For the shopping mall catering industry, the rent accounted for more than 20% is not very healthy, the average gross profit margin of the hot pot industry is about 60%, so it is difficult to say profit.
For an innovative brand that needs to accumulate brand potential, it is not unusual to do such a loss-making business. It's just that if the entrepreneur wants to join, he must also combine his own site selection and resources to calculate the account clearly before starting, after all, people are famous, and you are to make money.
Equipment is expensive and recycling is low
Rotating small hot pot needs a special transmission device, with the development of the category, the equipment is also in the shotgun for the cannon, Shandong a special small hot pot transmission table equipment boss introduced, now the supermarket's high-end rotary small hot pot shop, the use of pure stainless steel transmission equipment, the price according to the length of the table to calculate, a 20 people table, the price is about 20,000 yuan, the whole store only these few tables need more than 50,000 investment.
Since the dining tables are "tailor-made" and can only be used to rotate the small hot pot category, once the restaurant is closed and transferred, the other can only be transferred at the price of cabbage. Neisanjun saw the catering people complaining on Douyin, saying that 20,000 equipment could only be 200 yuan after the store was withdrawn.
In addition, the more refined decoration of the mall store, the higher rent and the transfer fee, all mean that the investment amount is doubled. A caterer said that the investment in opening a small street hot pot restaurant is about 200,000, and if you want to enter the mall, then 500,000 is the bottom.
More notably, the rise of the last wave of street-side rotary hot pots has even made "recycling rotating small hot pot equipment" a separate business. Faced with more expensive equipment, decoration fees, franchise fees, and higher initial purchase fees in shopping malls, it is impossible not to act more cautiously.
Product homogenization, it is difficult to say brand potential
2, 30 yuan casually eat hot pot, at most can ensure the quality of vegetable varieties, providing high-quality meat is almost impossible, so in the product, the opening of differentiation of the operation space is very small.
This is why these emerging brands are striving for novelty in decoration, positioning, and product presentation, but this is still a bit weak for competitive shopping mall catering. On the public reviews, most of the ratings of these rotating small hot pot restaurants are between 3.5 and 4 stars, and quite a few customers leave messages saying that they are trying to try cheap prices, but they find that there is really nothing to eat, and it is better to add some money to eat Haidilao.
Customers with high psychological expectations are prone to give bad reviews
In terms of brand potential, perhaps it is even more hopeless, sipping and nursing is still planted on this, and how many new brands can line up their chests to show that their brands have national popularity?
Analysis: It is true that the outlet is current
Shoot to figure out the underlying logic
Having said all this, it seems that rotating a small hot pot is a business for cutting leeks. An older brother who has been doing catering for more than ten years told me that it is not enough.
As has been analyzed earlier, the number of stores that rotate small hot pot is increasing rapidly, and it has indeed succeeded in "redoing" a subdivision category, making it have many characteristics that are in line with the current consumer aesthetic, and attracting the attention of young people at extremely favorable prices. It is no exaggeration to say that this subdivision category is an outlet at present.
All the catering people who have talked to the inner samson about this category said that at present, the rotating small hot pot is in the limelight, and it will not be a problem to fire for two more years. Especially in the sinking market, this innovative dining experience is likely to have a miraculous effect.
Entrepreneurs who just want to devote themselves to this should recognize the underlying logic of playing the mass consumption route, that is, by improving the efficiency of organizational operation, reducing operating costs, and creating the ultimate cost performance.
"Then again, if you have the ability and capital, why don't you do it yourself, and join what?" The older brother said.