1. Hot pot/tea/fast food... The restaurant industry reproduces the "price magic"
2. In addition to grabbing the C-end, grabbing the B-end at a low price has also become the mainstream
3. Caught in a price war, they all come here to seek an "antidote"
Issue 1624
Sentence | Hoshino
There was no turning back from the bow
The F&B industry reproduces "price magic"
Recently, the mainland bottled water market has set off a "water war".
In the past few years, Nongfu Spring has been deeply rooted in the hearts of the people with the characteristics of drinking natural water at 2 yuan per bottle and "red clothes", but recently Nongfu Spring has launched "green clothes" drinking pure water, and the price is as low as 1 yuan.
Open the official flagship store of Douyin C'estbon, 12 bottles of 555ml pure water are only 11.73 yuan, and a bottle is less than 1 yuan; 12 bottles of 596ml Wahaha pure water on Douyin are priced at 11.9 yuan, and 12 bottles can be purchased for 9.9 yuan in some supermarkets, which is cheaper......
Not only the bottled water industry, but also the price war of catering has spread to all formats. In order to snatch consumers, they do everything they can -
Hot pot industry
Recently, Chongqing Hot Pot Factory shouted slogans such as "8 yuan at the bottom of the pot, 9.9 yuan for meat dishes"; The relatively "cold" Banu also began to launch Douyin group purchase packages, but instead of directly reducing the price, he also adopted the method of delivering food through membership rights to adjust the price; In the past, the price band of Nan hot pot was 100 yuan per capita, but this time, the direct per capita consumption of the latest 3.0 stores has dropped to 70-80 yuan......
What's more, a member of the Catering Creation Federation broke the news that in their local area, a hot pot restaurant launched a 9.9 yuan double package, and it included the bottom of the pot, which was bound to "roll up" their peers recklessly.
Tea industry
On Weibo, #幸运咖开启6块6时代#的话题, the number of reads reached 330 million, and the number of interactions reached 100,000+. Countless consumers shouted: "Drive to my neighborhood" and "This wool must be picked", and the heat is unprecedented.
Gu Ming's "Signature Lemonade" activity is 4 yuan after the discount, and the new book is also priced at 6 yuan...... There are also some self-created brands that even offer a "cabbage price" of 2 yuan per cup.
Fast food industry
Meizhou pickled noodles for 9 yuan, three-course fast food for 19.8 yuan, and pork offal soup for 16.8 yuan...... Recently, Guangzhou's Hema launched a "cheap fast food" series. There are all kinds of categories, and the unit price of customers is basically below 30 yuan per capita.
There was a 4 yuan box lunch launched by a restaurant in Harbin before, which was popular all over the Internet; Later, there is a super cheap box restaurant that is popular in Xiaohongshu, and you can eat one meat, two vegetables and three dishes for 16 yuan......
For the "price magic" scene that continues to emerge in the catering industry, some people in the industry are puzzled, some are emotional, and more people are full of worries about the future.
In addition to grabbing C-end traffic at low prices, grabbing B-end at low prices has gradually become the mainstream, and catering franchises have also begun to enter the era of "price wars......
For example, a Chongqing lo-mei brand promises to close the store within one year after opening for more than half a year, and refund the franchise fee of 19,800 yuan. There is also a trend of "0 yuan joining" and even swept through heavy investment fields such as hot pot.
"Now the brand is no longer grabbing traffic at a low price, but grabbing the B-end at a low price, pointing directly to the chain franchise expansion behind it", Sun Yanyan, the founder of Hot Pot Meal, said bluntly.
Obviously, this year's price battle has "opened the bow and there is no turning back".
No, no one is low, and there is no profit when the price is reduced
This hot pot ingredient exhibition has an "antidote"
If in 2024, only cost performance can save the catering industry, and restaurant owners must learn to ask for profits upstream.
Selecting and selecting the right stable and long-lasting food supply chain partner is an important step for the brand to stabilize its reputation and sustainable development. The market is dynamic, and F&B brands need to keep up with the changes in consumption in different periods and innovate at any time in line with the times.
To this end, in addition to grasping market consumption trends, catering brands also need to extensively contact and learn more about food ingredients suppliers on a larger platform and every year, and make accurate judgments on the characteristics of future catering operations in advance.
The annual catering hot pot industry event - Qiyang 2024 The 9th Zhengzhou Catering Industry Expo and the 2024 9th Zhengzhou Hot Pot Ingredients and Supplies Exhibition will be held in Zhengzhou International Convention and Exhibition Center (the whole hall) from July 17th to 19th!
In today's endless emergence of various exhibitions, why is the upcoming exhibition particularly worthy of the attention of catering people? What are its highlights? In this regard, the hot pot meal has already done some homework, and I can't help but "spoil" it for everyone in advance.
1. There is breadth and depth, and the industry influence is in the first place
After more than ten years of accumulation, Qiyang Catering Exhibition/Qiyang Hot Pot Exhibition has become one of the industry brand events with high recognition and strong influence in the domestic industry.
Zhengzhou Catering Exhibition/Zhengzhou Hot Pot Exhibition, as an industry exhibition in the central region, has an exhibition area of 80,000+ and 2,000+ brand enterprises to gather to display cutting-edge products and technologies in the industry, such as catering ingredients, base condiments, hot pot ingredients, special ingredients shabu-shabu, prefabricated dishes, casual snacks, wine and beverages, kitchen equipment and food processing and packaging equipment.
At the same time, relying on Zhengzhou's extensive business and trade geographical location, with the help of location advantages and comprehensive resource advantages, the exhibition is recognized as a high-quality industry event.
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2. Many new explosive products were unveiled, and product innovation was "one step ahead"
This year, 2000+ enterprises in the industry have gathered multiple resources, complete industrial chains, rich exhibits, and thousands of new products, explosive products, and special products to meet the needs of one-stop procurement.
The exhibition will have many explosive products, as well as the latest equipment and technology in the industry, to provide a one-stop purchasing experience for catering people.
Among the exhibits, there are abundant ingredients from all over the country, including classic dishes that represent Chinese culinary techniques, as well as a variety of unique and innovative dishes. Catering people can explore high-quality landmark food products and agricultural products here, and experience the whole chain of products from the farm to the table.
3. The centering force conference is coming, pointing out the direction of the hot pot
In addition to a large number of abundant ingredients for procurement, during the same period, a number of events and events gathered industry leaders around the development and innovation of the catering hot pot industry to discuss the new trend of industry development.
Among them, the centering power conference is particularly interesting. On July 17, 2024, the 2024 China Hot Pot Leading Tide Summit, hosted by Hot Pot Meal, came again as scheduled, and this year's theme is "Centering Power Conference".
At that time, all the big names in the hot pot industry will gather in Zhengzhou, and you will share this top summit with Yang Mingchao, chairman of the pot circle, Liu Mei, founder of Liu Yishou hot pot, Yan Dongsheng, inheritor of Chongqing hot pot of Peijie, Wei Tongrong, founder of Fish You Together, Wang Yihan, co-founder of Pingjie hot pot/Lu Principal Hot Pot, Zhang Wei, founder of Beibuyuan hot pot, Zhang Xiao, founder of Wai Spicy Small Hot Pot, Niu Yan, founder of Shrimp Eat Shrimp Shabu and other big coffees!
Visiting Hours:
Wednesday, July 17 9:00-16:30
Thursday, July 18 9:00-16:30
Friday, July 19 9:00-16:00
Venue:
Zhengzhou International Convention and Exhibition Center (all halls)
Ticketing Guidelines:
Identify the QR code below to buy a 29.9 yuan special advance ticket
(Advance tickets last at 24:00 on July 16)
1. Open the Dining Treasure
Open the WeChat mini-program "Catering Exhibition", on the "Ingredients Exhibition" page, "Professional Catering Industry Exhibition", find "2024 Zhengzhou Exhibition - Collect Tickets" and click Authorize to enter.
2. Purchase tickets for the exhibition
After checking "I have read and agree to the "Ticketing Notice" and "Privacy Policy", click Buy Tickets Now.
3. Fill in the relevant information
After uploading a clear front photo of the ticket buyer, fill in the relevant information according to the system information, fill in and submit.
4. Register successfully to get exclusive tickets
Submit the payment successfully to get the Zhengzhou Exhibition e-ticket (pre-sale ticket) in "My Tickets", click to see your QR code.
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