With the arrival of the cold wave, hot pot has become the first choice for many consumers to dine out. In the context of the recovery of physical consumption scenes, the enthusiasm for catering consumption has been released. As a category with strong social attributes, hot pot has radiated new development vitality.
According to the "Hot Pot Category Development Report 2023" released by the Red Meal Brand Research Institute and Juhui Meal, the number of hot pot-related enterprises in the country has reached 4160,000, a year-on-year increase of 103%。The head enterprises of hot pot, such as Haidilao, have turned losses into profits, and at the same time, a number of new hot pot brands have risen, and the competition in the hot pot track has intensified.
From the perspective of development trends, high-end and high quality-price ratio have become a new trend. The data shows that the mainstream consumption price of the hot pot track is 60-120 yuan per capita, while the per capita consumption of hot pot brands is less than 120 yuan. In order to broaden the best belt of the hot pot category, some brands are exploring in the direction of high-end and high quality-to-price ratio.
On the one hand, some brands reduce per capita consumption in disguise by launching combinations** and focusing on small hot pots. For example, Haidilao Xiafan hot pot dishes have begun to emerge, and this model not only reduces the unit price of customers, but also facilitates consumers to eat quickly by combining hot pot dishes and rice. On the other hand, some brands are beginning to try to explore in the direction of premiumization. Jiumaojiu hot pot restaurant has launched a high-end sub-brand to appreciate fresh and pleasant wood, and Sister Pei's old hot pot has jointly launched a high-quality hot pot restaurant under the new Rong Kee.
In addition to differentiating the taste of the pot base and the type of dishes, the business model of the store has also become the direction of the iteration of many hot pot brands. "Hot pot + dinner" is becoming a popular trend, and some hot pot brands choose to use hot pot as the main dish and pair it with other main dishes.
From the consumer's point of view, the focus has begun to shift from the "bottom of the pot" to the "dish", and the preference for healthy hot pot has increased significantly. Many families attach great importance to nutrition and health because they take care of children and the elderly. Therefore, healthy and light hot pot has become the choice of many people. At the same time, with the transformation of mass consumption psychology, in order to attract passenger flow, various low prices** can be seen everywhere.
For hot pot brands, only cost-effective hot pot is the eternal pursuit of consumers. In order to keep up with the pace of the market, brands need to continuously optimize and iterate products, positioning, chains, and channels. At the same time, it is also an effective strategy to leverage upstream enterprises, and the high-quality products and services of upstream enterprises can provide strong support for hot pot brands.
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