Edit | Yu Bin
Produced by | Chaoqi Network "Yu see column"
In the domestic hot pot is undoubtedly the most popular catering projects, a wide variety of ingredients and patterns of renovated soup base, so that the hot pot can basically meet the majority of people's personalized taste preferences, and suitable for a variety of conditions of consumption scenarios, but overall, the past two years for most hot pot brands is more difficult, of course, there are highlights, a small number of brands show a different good momentum of development, perhaps it will not take long, these brands will get the opportunity to catch up with the latecomers, Bring us a different surprise.
The hot pot industry is still the main consumption scene of traditional Chinese catering
Whether it is a cold winter, or a hot summer, whether there are friends from afar, or when the heart is not smooth, there is no problem that a steaming hot pot cannot solve, if one meal does not work, then another meal.
From the perspective of type, the current hot pot mainly has Sichuan-style, Cantonese-style, Beijing-style, in addition to a small number of local non-mainstream hot pot, the most popular in the hot pot industry is naturally Sichuan-style hot pot, Sichuan-style hot pot with hemp, spicy, fresh, fragrant famous in the taste of the jianghu, its strong and lasting taste can maximize the enthusiasm of diners.
Compared with other hot pots with regional characteristics, styles and tastes, the audience of Sichuan-style hot pot is wider and more accepted, the market size of Sichuan-style hot pot accounted for about 65% of the total scale last year, and the total proportion of Cantonese and Beijing-style is close to 30%, and it is expected that the market size of Sichuan-style hot pot this year is expected to reach more than 300 billion yuan.
Hot pot this cuisine has become the pillar of traditional Chinese catering and the first category, data from the China Cuisine Association shows that last year's total domestic catering revenue was close to 4 trillion yuan, the total sales income of the hot pot industry was 1.17 trillion yuan, accounting for about 30% of the total domestic catering revenue, which also fully explains the recognition and popularity of hot pot such catering projects in the minds of domestic consumers.
People eat hot pot mainly have two purposes, one is to eat, to meet the pleasure of the tip of the tongue, the second is to use hot pot as a carrier to complete various social activities, such as family dinners, corporate friendships, friend gatherings, customer banquets, etc. China Merchants Bank released the 2021 hot pot base industry in-depth report shows that people under 35 years old are the main groups in the field of hot pot consumption, accounting for nearly 80%, and more than 60% of the hot pot consumption scenes are for the purpose of various social interactions, interestingly, the data also shows that when a person is over 35 years old, Then his or her willingness to consume hot pot has dropped significantly.
This year's hot pot market can really be described as a few joys and a few sorrows, and this is also a knockout race without an end, the hot pot brands began to seek breakthroughs in the subdivision and differentiation track, the future innovation must be around the continuous refinement of the business model, in other words, to see whose play is new enough, tide enough, hot enough, who can attract more consumers' attention.
The tone of this year's development is to be steady and steady
Since the epidemic, most of the offline operating industries have been affected to varying degrees, of which the catering service industry has become a major disaster area, with various operating costs only high and low, and passenger flow and operating income have fluctuated dynamically with the tightening of the epidemic prevention situation.
In this temporary unfavorable environment, the hot pot industry is also not spared, in recent years, the operation of the hot pot industry has come out of the roller coaster-like trajectory shape, its market size increased from nearly 400 billion yuan in 2016 to more than 500 billion yuan in 2019, the average annual compound growth rate of 9.5%, but last year it plummeted to more than 400 billion yuan, a decline of about 20%. The number of new registrations of hot pot enterprises also decreased from more than 26,000 in 2019 to less than 20,000, a sharp drop of 26.4%.
Even in Sichuan, the birthplace of Sichuan-style hot pot and the base camp of Sichuan, the overall situation of the industry is also the same, the number of new registrations of hot pot enterprises in the past two years has dropped significantly, the number of new registrations of Sichuan hot pot enterprises this year is more than 8,000, compared with the previous two years, there are about 900 fewer, while there are more than 3,000 enterprises that have been cancelled or revoked, chengdu's hot pot shops have declined more obviously in this regard, and the number of newly registered enterprises this year is more than 2,500, which is about a quarter less than last year.
However, this year, due to the effectiveness of epidemic prevention measures and the improvement of the operating environment, it is expected that the market size will return to more than 500 billion yuan, compared with 2019, it is slightly improved, it is estimated that in 2022, the industry as a whole will still be in the stage of continuing to adjust the rhythm and optimize the structure, and the growth rate of all indicators is still based on steady words and steady progress.
From the overall situation of domestic large-scale chain operation hot pot enterprises, steady change, closer to mass consumption, attention to the sinking market is the common choice of many enterprises, after a few months ago, after the decision to close 200 stores, not long ago, it announced that it would retake the mass consumption route and expand eastward and southward development strategy, accelerate the layout in the Yangtze River Delta region, eastern coastal cities and other places, and its number of stores will soar from the existing scale of 1,000 to about 1500.
At the beginning of last month, Haidilao announced the closure of 300 stores with less than expected traffic and performance, which is close to about 20% of its total number of stores, although some of them are in a state of temporary rest, but the situation of adjusting so many stores at one time is also rare in the past, as of the first half of this year, the total number of Haidilao's global stores is close to 1600, after this round of adjustment, the number of its stores is about 1300, which is still the largest hot pot top brand in China.
In addition, from the performance of the capital market, Haidilao's stock price has also fallen from a historical high of 85.78 Hong Kong dollars per share in February this year to 17.02 Hong Kong dollars per share on December 24, and the total market value has shrunk from more than 400 billion Hong Kong dollars to nearly 100 billion Hong Kong dollars, which also reflects from one side that the overall operating conditions of the hot pot industry are still in the face of difficulties and forge ahead.
Breaking through conventions and innovative gameplay makes emerging brands full of momentum
"Yu see column" believes that hot pot and other styles of Chinese catering is different, on the one hand, its entry threshold is not high, it is easier to achieve supply chain, dishes and services in terms of standardization and chain operation, so every year this track eliminated many enterprises, but the new influx of participants is even more, under the influence of repeated epidemics, the industry's market competition is more intense, the market elimination rate is relatively high, in the country can survive for more than 5 years of hot pot brands are few, many of the newly registered enterprises will be in 2, Being eliminated within 3 years, so constantly breaking through the routine and innovating the way to play has become a key factor in whether hot pot companies can stand out in the competition.
For example, the current powerful chain hot pot brands pay special attention to the use of public numbers, headline numbers, Weibo, vibrato, small red books, short videos, communities and other online self-media and online social channels, and strive to create their own topics, popularity, traffic, hot spots and brand IP, through a successful big V, net red circle powder or phenomenon-level heat diversion, hot pot shops can attract a wave of huge traffic dividends, many Internet red hot pot brands such as Banu, Xiaolongkan and other popularity on douyin, more than 100 million times, The drainage effect brought by this marketing method is far better than that of traditional offline and advertising channels.
On the other hand, the hot pot shop is also a heavy asset investment project, the labor, rent, water and electricity, raw material purchase, store decoration, equipment purchase and other costs involved in opening the store are expensive, especially the labor and rent, which basically accounts for more than 60% of the operating costs of the hot pot shop, which makes the overall profit of the hot pot industry is not high, so as far as possible open source and reduce expenditure and gradually increase the turnover rate has become an important guarantee for the hot pot shop to stand firm and achieve profits.
Under the pressure of fierce market competition, a variety of ideas and ideas around the hot pot are also emerging in an endless stream, many hot pot brands in addition to adhering to the original taste, quality and style, but also gradually began to cater to the consumer trend of innovation and cross-border integration of the road, such as the hot pot and barbecue, tea drink, Western-style steak, health soup pot and other multi-format combination, some are the hot pot and bar, music bar, cultural tourism industry, supermarket e-commerce and other scenes to integrate, and some highlight the specific consumer demand of hot pot, It has launched a one-person hot pot suitable for single economy, a small-serving hot pot for fast-moving consumer goods that is convenient and easy to operate, and a hot pot takeaway package suitable for family gatherings.
These new changes fully illustrate that enterprises in the efforts to break through the current bottleneck state of development, and strive to show a diversified competitive dimension from the scene environment to the terminal consumption form, and in order to enhance the consumer's all-round, multi-angle experience and feelings, this multi-format or multi-scenario integration model can better meet people's diversified consumer needs, but this is also higher for the operation of all aspects of the enterprise, because of the coverage of more business elements, enterprises also need to recruit more professionals in all aspects.
In addition to the refined management of operating costs and prices, product supply chains, personnel and work efficiency and other elements, traditional Chinese food to attract more customers is cooking and word of mouth, and in the huge track of the hot pot market, the brands are more spelled with traffic and popularity, old brands such as Haidilao, Sipping, Dezhuang, Xiaolongkan, etc., have gone through many years of market baptism, strength and rich experience, cutting-edge brands such as Banu, Xiang xiang, Laowang, etc., After completing multiple market layouts or multiple rounds of financing, it is also rising and looking forward to the tiger.
epilogue
Repeated epidemics, difficult to obtain customers, rising costs, weak growth, the current hot pot in the jianghu has appeared in the signs of inner volume, and the changes in various consumption patterns around the hot pot are the result of the industry's deep observation and in-depth analysis of the diversified consumer demand in the changing, a short pause, can not stop the industry's continuous strong creativity, the future of the two-level differentiation between brands will become more and more obvious, in this trillion-level market, the new generation of brands in the end who can become the market's bull ear holder? It's worth looking forward to.