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- Chief Business Intelligence
- Chief Business Intelligence
Introduction: The small hot pot that has become popular again is about to run out of a national chain brand?
Do you believe that "you can eat a good hot pot for 9.9 yuan"?
Small hot pot, this silent old track, like Shaxian snacks, belongs to the industry, which has a category, but the brand scale is generally not high, and it is difficult to run out of the second "Xiabu Xiabu".
It's just that this dark horse from Changsha, "a small hot pot of fat cows", has opened 55 directly-operated stores in Beijing, Shanghai, Guangzhou, Hangzhou and other places, with a daily turnover rate of up to 15 rounds.
Tracing the history of this brand, it can be found that Yiwei Fat Cow Small Hot Pot is a new brand that was established only last year, and its "qualifications" in the catering market are still very short.
However, "qualifications" do not represent "strength", breaking through the industry's low-priced 9.9 yuan ingredient pot bottom and the original cut 100% real fat cow, rooted in the business district of first-tier cities, daily queue 300+ tables.
How did Yiwei Fat Cow Small Hot Pot achieve counterattack growth in such a difficult catering environment, emerge in the small hot pot track, and create such an entrepreneurial story?
Former Haidilao employees resigned to start a business
Aiming at small hot pot, 55 stores are opened a year
According to a report by Red Food Network, the founder of Yiwei Fat Cow Small Hot Pot once worked in Haidilao, and he can be regarded as a catering "veteran", and he is still involved in the hot pot industry that he is very familiar with.
The founder's experience in Haidilao has made a fat cow and a small hot pot with its own direct genes.
Whether it is in culture, management, or operation mode, it can be said that they are learning the way of Haidilao's operation.
It is reported that a small hot pot has established its own corporate WeChat private domain community, which has 200,000 accurate old customers, and affectionately calls them "Youwei youth", and also shouted out the slogan of "every person in a circle is an important C position".
For dishes, services or operations, the suggestions of these old customers will be accurately adopted by a small hot pot with fat cows, and once adopted, they can also get rewards.
According to the data reported by Red Meal.com, up to now, Yiwei has accumulated about 700,000+ brand members.
In less than a year, there were 700,000+ members and 55 directly-operated stores, and as a new brand, the first store in Guangzhou also topped the popular list and the first place on the praise list without any marketing momentum.
Generally speaking, the model of direct sales is "heavy assets", which has a certain degree of difficulty in management, because the chain is too long and the scale is difficult to grow.
Therefore, many brand direct sales are basically deeply cultivated in the region, such as the development strategy of rural base and hometown chicken, which is more conducive to the long-term development of the brand.
However, a small hot pot of fat cows has entered the first-tier cities, and the stores have expanded to Shanghai, Guangzhou, Changsha, Shenzhen, Hangzhou, Beijing and other places across the country, spanning so much.
As a result, the brand failed to achieve profitability until it was established 8 months ago and the number of stores reached 13.
Of course, money is not burned for nothing, and behind this is naturally the brand's thoughtful consideration for future development.
If you really do a brand, chaining is indispensable, and big cities are still a place to compete.
Moreover, choosing to open a store in a large shopping mall in a first-tier city is naturally to build popularity and seize the minds of consumers, and it can also quickly establish a brand image.
What's more, there are many young people in first-tier cities, and they are all customers of small hot pots.
It is reported that the turnover rate of a small hot pot store has risen from 7 rounds in the early stage to more than 10 rounds in most stores today, and even the turnover rate of individual stores can reach 15 rounds.
From this point of view, the loss in the early stage is nothing, mainly for the long-term profit in the future.
Moreover, the founder of the brand even hires industry talents with high salaries to build a set of high-standard operation and management systems to ensure the strong execution of the store.
It can be said that with the support of the strong team behind it, it is imperative to expand the road of a small hot pot around the fat cow, and in the brand's WeChat public account, it also plans to expand the total number of brand stores to 200+ by 2026.
Honey Snow Ice City in the hot pot world
30 yuan per capita can be the ultimate cost performance
It is no accident that a small hot pot of fat cows is hot in the consumer market, and it is not empty talk that the brand has played the slogan of "200+ expansion plan in 2026", and under the catering market swept by the "tide of bankruptcy", it is natural that there are two brushes to open more than 50 stores against the trend.
For the catering industry, in this involution track, brands want to open the "valve" of rapid growth, and they cannot do without the "quality-price ratio" model.
The quality-price ratio, that is, delicious and inexpensive, makes consumers feel "value for money".
And "a small hot pot with fat cows" has undoubtedly achieved this.
In the menu of a small hot pot of fat cow, the bottom of the pot + seasoning is only 9.9 yuan, the original cut 100% real fat beef is only 9.9 yuan / plate, and there are 105 dishes to choose from, there are 2 yuan, 4 yuan, 6 yuan, rice, kimchi, ice powder are all free, meat and vegetarian matching, not tired.
After eating like this, you can have a full meal at a price of less than 40 yuan, but it can allow consumers to eat more than 100 yuan of experience and feelings.
I have to say that everyone who is stung by the price of the bottom of the hot pot seems to have only a small hot pot of fat cows and will understand the suffering of our workers.
However, just stumbling on the "cost performance" is not the main reason why a fat cow small hot pot can become popular, young consumers are interested in health and hygiene, quality and deliciousness, etc., are accurately grasped, which is difficult to compare with the current small hot pot market where products and models tend to be homogeneous.
Under the public opinion slot of the small hot pot industry full of "synthetic meat", a small hot pot with fat cows shouted out the original cut of 100% real fat cattle for 9.9 yuan, and even promised to "pay ten for one fake".
Dare to say so, a small hot pot with fat cows naturally has this confidence.
If you have eaten its small hot pot, you can find that the beef in the small hot pot of fat cows is not "rolled", but spread out.
You should have heard of how scientific and technological the "rolled" beef is, and some of the so-called "fat beef rolls" don't even have beef in them, they are completely duck meat pretend.
The fat cow hot pot is imported frozen beef, a whole piece of beef is cut in the store, the texture of the beef is clearly visible, full of value.
It perfectly interprets the sentence "9 pieces of 9 have good beef".
This is also the key to a round of fat cow small hot pot can break the game on the homogeneous small hot pot track, after all, the small hot pot industry has no technical content, and the only "technical content" is in the ingredients, so as long as the real material is real, it will naturally be favored.
You must know that there is not only one original cut beef in the small hot pot industry, Nancheng Xiang's 37.8 yuan beef and mutton single hot pot package also claims to be 100% original cut meat can be assured to be shabu-shabu.
But Nancheng Xiang's price for a pot of beef alone is 19.9 yuan, in contrast, you know how fragrant the original cut 100% real fat beef of a fat cow small hot pot of 9.9 yuan is.
In addition, the bottom of the small hot pot is also the hardest hit area that has been criticized, but there is a 30,000-square-meter hot pot base factory in it.
This 30,000-square-meter hot pot base and seasoning factory in Chongqing is able to play the bottom of the pot + seasoning 9.9 yuan.
From R&D, production to distribution, it is its own supply chain, self-sufficient, from production to end to table, one-stop control, and there is the so-called "breakdown of the bottom price".
There is meat and pot bottom, of course, there are vegetables, a small hot pot with hundreds of dishes to choose from, the price ranges from 3-7 yuan, and the main thing is a richness.
And as a standardized industry, a small hot pot with fat cows will be new every month, and at least 5 new products are guaranteed every month, which is rare in the small hot pot industry.
It can be said that meeting the consumption needs of consumers, the running through of the business model and the deep cultivation and polishing of the supply chain are the killer features of a small hot pot with fat cows, and they are also the solid backing and confidence for its goal of opening 100 stores in the future.
It seems to have a low threshold, but it is a difficult business to do
In the small hot pot track, Xiabu Xiabu, the former "king of small hot pot", was abandoned by consumers, and 427 stores were closed in three years, with a cumulative loss of more than 800 million yuan.
The reason for abandonment, there is no other, that is, because it is expensive.
Before 2023, the per capita unit price of Xiabu Xiabu has risen for 12 consecutive years, reaching a peak of 63.9 yuan.
was born with the gene of "parity", but against the will of the original brand, the transformation from fast food to regular food, the price has increased year after year, and it has lost its cost performance.
What's more, the price has risen, and the quality has not been improved together, Xiabu Xiabu has been exposed to food safety incidents many times in recent years due to poor internal supervision, and problems such as unclean tableware and unfresh ingredients have occurred.
Therefore, as a low-margin business, how to ensure the quality of food in this business is a big test for many brands, otherwise they will fall into the situation of Xiabu.
Behind the low gross profit, it is necessary to have strong operational efficiency, cut out the cost in every detail, but not pick the ingredients, which must prompt the brand to work hard in the supply chain, and at the same time reduce the cost of the upstream procurement end again by making the store bigger.
However, this business is destined to require a strong team of operation and control professionals to realize, and there is enough capital to burn in the early stage.
This also means that in today's small hot pot track, the big players are destined to win, and the small players can only face the next "hard battles" one after another, and they are slowly eliminated.
Do you think the cost performance of small hot pot is high? Welcome to leave a message in the comment area to discuss and express your opinions or opinions, thank you.
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