Author | Restaurant boss internal reference internal ginseng Jun
Hot pot shrimp slides out of the "novel species"!
Zhu Guangyu > Catch Shrimp Joint New "Three-Flavor Crayfish Shrimp Slippery"
Lanterns, tiles, cement...... In the world of the retro national tide in the last century, the fragrance of the bottom of the authentic butter pot is filled, the voices of people are boiling, eating and drinking, and the front of the court is full of diners waiting in line, which is the daily fireworks of Zhu Guangyu hot pot restaurant.
In September 2020, Zhu Guangyu Hot Pot Restaurant, which was born during the epidemic period, bucked the trend and went out of the circle, and in just over a year, it completed the "triple jump" from Chongqing to Sichuan and Chongqing to the whole country, becoming a dark horse brand that detonated the traffic password of the hot pot industry. Today, Zhu Guangyu has opened 252 stores across the country and announced its overseas expansion in April 2023.
As a "phenomenal" player in the hot pot industry, Zhu Guangyu's most prominent feature is "product innovation".
The new "three-flavor crayfish and shrimp slippery" developed by the joint catch shrimp is also a differentiated product created by the brand based on the consumption needs and seasonal characteristics of store customers, and will be limited in stores across the country from June 25 this year (the specific new stores are subject to the actual store order).
Three-flavor crayfish shrimp slippery, as the name suggests, is three flavors of crayfish shrimp slippery.
There is the recently popular "coriander flavor", the pure original taste, and the hot and addictive "spicy taste", shabu on the bottom of the special butter pot of Zhu Guangyu, bursting with huge freshness, refreshing and spicy.
There are three different taste experiences in one dish, and it also has three traffic pairs of "coriander", "shrimp slippery" and "spicy crayfish", which has full potential for explosive products.
In order to present the customers of Zhu Guangyu's store with a full sense of quality "three-flavor crayfish and shrimp slippery", Catch Shrimp specially selected from the country's best quality crayfish production area - Hubei Qianjiang crayfish.
4-6 money medium-sized crayfish, live shrimp peeled, pinched to remove the shell and draw the shrimp line, only use the fat shrimp large particles into the slippery, the meat is fresh and elastic, delicious and enjoyable.
Qianjiang crayfish with Beihai origin of green shrimp, river fresh and seafood across more than 1,300 kilometers of umami collision, every bite is a wonderful enjoyment of the taste buds, unique collocation, worthy of every hot pot lover to taste fresh.
The involution of the hot pot track intensified
Product innovation is the "sharp edge" for hot pot brands to break through
At present, the hot pot industry has entered a stage of white-hot competition, and many dishes and pot bottoms are seriously homogeneous.
In Zhu Guangyu's view, there is no memory point in pan-quality shabu-shabu, and instead of chasing other people's explosive products, it is better to create explosive products yourself. After figuring out the consumption characteristics of Generation Z's "pursuit of personalization" and "advocating novelty", Zhu Guangyu has achieved a small new product every month and a large new product every quarter, most hot pot companies only have more than 100 SKUs, and Zhu Guangyu's supply chain system has more than 500 SKUs, which has properly become a new big player in the hot pot industry.
From the "rattan pepper beef tongue" that sold 700,000+ copies, to the "hot pot + dessert", to the popular Qiansi series, and the new product "Bawang Beef with Skin" in cooperation with the "No. 1 Shabu Meat Sales Brand" and Yimuxian, Zhu Guangyu has been leading the product innovation in the hot pot industry, making many hot pot brands compete to imitate.
In Zhu Guangyu, every time a new product is launched, it does not come from the kitchen department, but from the brand center; It is not an invention and creation, but a deep understanding of the needs of consumers in stores, insight into the preferences of young people, and finding the traffic password at each stage through the market.
The reverse innovation of this kind of product allows the brand center, R&D center, training center, operation center and supply chain companies to participate in joint co-creation and relay to ensure that new products explode and standardize and stabilize supply.
This summer, in order to create a new explosive product of shrimp slippery, Zhu Guangyu specially cooperated with "No. 1 shrimp slip sales in the country" and leading the innovation of slippery products.
Since August last year, for customers in different consumption scenarios, Catch Shrimp has started a cross-category product research and development plan, and has mature experience in product development and production and supply.
For B-end hot pot customers, Catch Shrimp uses Boston lobster with North Sea green shrimp to make a light luxury product Boston lobster slippery; For C-end consumers, Catch Shrimp adds Arctic iceberg mussels and alpine black truffles to the shrimp steak to make the "Wonderful Ability Series" Arctic mussel shrimp steak and black truffle shrimp steak.
Not only has the quality and nutrition been upgraded, but the taste level is richer, and the corresponding consumption scenarios are more accurate, which has attracted a lot of praise.
This time, Zhu Guangyu and Shrimp Ji jointly launched this "three-flavor crayfish shrimp slide", which not only realizes the crossover of categories, upgrades the sensory experience of shrimp slippery, but also realizes the cross-expansion of consumption scenes, so that consumers who love to eat summer food stalls "crayfish" are also introduced into the hot pot consumption scene, and the production comes with its own traffic.
In addition to the innovation in ingredients and taste, Zhu Guangyu's new product is also endowed with a profound meaning: "The peeled crayfish meat is slippery, and every bite is like the other half of intimate love".
The "three-board axe" behind the new one:
The product is safe, the quality is stable, and the product is super cost-effective
Why does Zhu Guangyu have such a fast speed of new updates?
Behind the frequent new launches and product sales is the strong support of the supply chain.
According to the latest data from Qichacha, in the first quarter of 2024, there will be 11,400 new hot pot-related enterprises in the mainland, and 12,700 enterprises will be cancelled and revoked during the period.
According to the analysis of hot pot meals, the reasons for the closure of hot pot stores are: first, the decline in word of mouth, the instability of product quality, and the decline in service; Second, the cost of pot bottom, dishes, labor, rent and other costs remains high, and the store has not found a way out to reduce costs and increase efficiency, and it is difficult to carry the cycle under the price war; Third, there is no sufficient reason to attract customers, especially the serious homogenization of products and the lack of attention to innovation.
In order to better avoid the above risks, Zhu Guangyu also put forward higher standards for supply chain enterprises: food safety, stable quality, and high cost performance.
On the one hand, it is optimistic about the market position of the brand, and it has been certified by Frost & Sullivan as "China's No. 1 shrimp slip sales" and "China's No. 1 shrimp slip brand (in terms of sales)"; On the other hand, it is still important to adhere to the "Golden Triangle" principles of product research and development such as food safety, stable quality, and super cost-effective.
In terms of food safety, Catch Shrimp has abandoned the traditional water retention and fresh-keeping process, and created the original tumbling process + salt-soluble protein fresh-locking patented technology, just like the hairy tripe industry uses papain tenderization technology to replace the caustic soda hair system, with a more standard and safer scientific process to ensure that the shrimp slip "does not lose nutrition and tastes more delicious".
In order to ensure stable quality, Catch Shrimp has built a global raw material supply chain to ensure a stable supply throughout the year; In addition, through the adjustment of channel structure, the procurement, production and sales efficiency has been comprehensively improved, and the total cost has been leading, and the product cost performance is also extremely high.