Recently, platforms such as "Tianyancha" and "China Trademark Network" have successively shown that Sichuan Haidilao Catering Co., Ltd. has applied for the registration of a number of trademarks of "Haidilao Xiafan Hot Pot Dish", which includes advertising sales, catering and accommodation, convenience food, etc. At present, the above trademarks are awaiting substantive examination.
According to the official content, "Xia Fan Hot Pot Dish" is a new product line specially incubated by Haidilao Delivery in order to better meet the new takeaway scene of "one person eating small hot pot" for consumers. With the support of Ele.me's new product R&D capabilities, more than 260 stores of Haidilao hot pot dishes have been launched on the Ele.me platform a few days ago, and consumers in 100 cities can already order them.
Today, Haidilao Delivery and Ele.me also released a series of welfare activities for the new product line of "Xia Fan Hot Pot Dish" through their official Weibo.
Low-key incubation for nearly half a year, the new format is popular
Although the new product line of Haidilao's "Xia Fan Hot Pot Dish" has only recently attracted the attention of the industry, it has actually been incubated for a long time for this business innovation under the new consumption trend.
The reporter learned that the first batch of "Xia Fan Hot Pot" stores have been the first to test the water in Ele.me since June this year, and completed rapid expansion from July to September this year.
From the current store display page of the takeaway platform, it can be seen that the current main products of "Xia Fan Hot Pot Dish" are fatty beef luncheon meat, slippery beef luncheon meat, shrimp and crab flavor sticks, pangasius crab flavor sticks, luncheon meat and crab flavor sticks and other combinations of steamed vegetables + rice**, a variety of meat and vegetable comprehensive matching. In addition, consumers can also order ingredients, and there are also a variety of dry dishes, dipping sauces, and sauces to choose from.
According to the data of the Ele.me platform, due to the rich combination and affordability, the "next meal hot pot dish" has been widely welcomed by consumers since it was launched. During the July-September period, orders for "hot pot dishes" increased by more than 100% in three months.
Due to the great differences between "Xia Fan Hot Pot Dish" and Haidilao Takeaway in the original store takeaway in terms of consumption scenarios, customer orders**, main products, target groups and other dimensions, the growth of new users behind these orders should not be underestimated.
The new products meet the market demand and give full play to the advantages of the brand chain
For the launch of "next meal hot pot dish", the industry believes that the small hot pot for one person is very good for the single economy and the home economy, which not only fits the fast and efficient life rhythm of the public, but also cuts into the current market's pursuit of cost performance. This kind of "satiety with a sense of quality" may become the mainstream demand for a long time.
It can be seen from the selection and operation of "Xia Fan Hot Pot Dish" that this new product line anchoring the new track effectively relies on the advantages of Haidilao's ** chain, and can ensure that consumers can also get a good experience in the new scene under the condition that the cost of product form transformation is low and the ** chain is stable.
Gao Yuefeng, head of Haidilao takeaway operations, said that behind the innovation of "Xia Fan Hot Pot Dish" is based on consumer demand, and the platform is linked to jointly polish the dishes, in order to give consumers a better one-person eating small hot pot takeaway experience. The incubation and launch of "Xia Fan Hot Pot Dish" can give full play to Haidilao's own advantages, while satisfying more consumer groups, it has also become a new driving force for the growth of brand takeaways.
It is reported that in the process of helping the incubation of "Xia Fan Hot Pot Dishes", the Ele.me New Product Incubation Center gives full play to the advantages of the platform's digital and technical capabilities to help brands provide market insights and provide brands with product line R&D suggestions, supply selection, pricing combinations, menu design and other service support, so as to create a high-quality supply that meets the needs of takeaway scenarios.
During the launch of the new brand "Xiafan Hot Pot Dish", the platform also launched activities such as product discounts, so that consumers can enjoy the warmth of a small hot pot anytime and anywhere in the cold winter with more affordable **.