Since Luckin x Moutai launched the "Sauce Latte", due to the fission of topic traffic, it has become a phenomenal co-branding case, and the co-branding of the catering industry has become more and more "volume". Even on January 22, 6 catering brands officially announced the latest joint activities, they are Heytea, Luckin, Mo Yogurt, Pizza Hut, KFC, and Tims Tianhao. The co-branded objects involve trendy brands, alcoholic beverages, games, popular IPs and other fields. 
The tea drinking circle co-branding events are endless, Heytea has teamed up with the trendy brand CLOT to launch the Spring Festival co-branding in the Year of the Dragon; Mo Yogurt and Zhu Jingyi jointly launched the Year of the Dragon Spring Festival limited finishing dot gold yogurt shake; TIMS, KFC and Pizza Hut have co-branded with the British Angel Comb brand. All kinds of indications,In 2024, the catering joint battle has officially begun!
Looking at the hot pot track, the Year of the Dragon is approaching, and someone has fired the first shot of the "co-branding" of the Spring Festival stalls!
Hot pot meal saw that after the previous autumn and winter "conspicuous bag", in order to fight the traffic war of the Spring Festival stalls in the Year of the Dragon, Sister Wang Ping hot pot will jointly launch a customized "fortune bag" with snack tycoon Qiaqia Food from February 1 to 18.
One is the top innovation in the hot pot industry, and the other is the king of nuts in the snack industryThis strong alliance has created a new model of cross-border gameplay with a "New Year's flavor", which also happens to hit the current popular social culture of "love pause, wealth first".
During the event, fans go to the designated store to eat, participate in the store activities to get Sister Ping's "fortune bag" for free, and can also scan the code online to receive the customized WeChat red envelope cover for the Year of the Dragon, which means "negotiate hot pot, make a fortune", and Meimei will achieve the first wave of wealth in the new year.
Looking back on 2023, you will find that among the ten young people in the subway car, there may be eight mobile phone cases printed with "get rich overnight" and "the wind and water rise, and the god of wealth possesses". Young people's demand for emotional value has become stronger, and a screenshot of a customized red envelope for the Year of the Dragon is shared on social platforms, becoming an interesting social currency, adding new surprises to eating and drinking.
At that time, Sister Ping Hot Pot will also bring surprise easter eggs, and jointly hold a Spring Festival event with the popular game "Peak Rush" of game tycoon NetEase, and fancy Spring Festival marketing.
Hot pot meals are found in inventorySister Ping's hot pot can be regarded as the first batch of "pioneers" in the hot pot circle to start co-brandingIt can often accurately find the meeting point between brands, and complete effective marketing actions, and make their own efforts in the country and region, not only multiple co-branding detonated social **, but also brought significant growth to brand revenue.
In terms of nationwide brand linkage, in the second half of last year, Sister Ping reached cross-industry cooperation with beauty giant Lancôme and the head taxi platform T3, and the total number of co-branded brands on the whole network was 100 million+;
In terms of regional brand linkage, Sister Ping is also constantly developing new ideas, establishing friendly and cross-industry cooperative relations with leaders in various fields such as Xiaohongshu, Happy Twist, and Changan Car Companies, and enhancing the brand voice and potential energy of both parties through resource exchange and joint publicity, so as to achieve mutual assistance and win-win results.
Counting Sister Ping's co-branded actions in recent years, it has brought at least 200 million+ ** to the brandDriven by traffic and sales, co-branding has become the best channel for many brands to wake up sleeping users and expand potential users, and customers have achieved a "double harvest of practical value and emotional value".
3 "hard core power".
It has become a co-branded explosive manufacturing machine
Every joint name of Sister Ping's hot pot can cause a "shock" among trendy young people and set off waves of communication boom.
Let's take a lead, what hard core strength and innovative ideas do catering brands need to have if they want to become a "co-branded explosive manufacturing machine"?
1. Young people understand young people better and explore new customers.
Responding to trends in a timely manner, and even creating hot events, requires the team to have a high level of market control and collaboration among members.
Chen Yusen, the founder of Pingjie Hot Pot, said that they have a military rule for recruiting people: most of the new commissioners are not more than 25 years old, because only young people of this age have the genes that are willing to transmit and transmit twice," he saidIf we want to do their business, we have to understand them, and we have to be close to them physically
The greatest value of cross-industry cooperation for brands is to cultivate and explore new customers, Just like Moutai and Luckin, it is Moutai that is using its own unique marketing methods to squeeze into the circle of young people, and the various co-branding of Sister Ping's hot pot is also looking for increments among existing customers.
2. Eat the scarce dividends of big stores and lead the immersive experience.
I believe that when many people mention Sister Ping, the first thing that comes to mind is its immersive street scene. Scene has also become the sharpest communication factor in brand marketing.
During the epidemic, everyone went in the direction of small and beautiful, small and fine, but Sister Ping's hot pot chose to do infinite upward superposition.
Hot pot + night market In 2022, Sister Ping's hot pot store in Chengdu will be close to 1,500 square meters, which is popular with C-end users, and the amount of secondary and multiple communication is very large, and the recognition of B-end customers is also beyond expectations, therefore, about 180 new stores will be added across the country in 2023. Mr. Chan said, "We may have enjoyed the scarce dividends of the big store model."
It is understood that the first store of Sister Ping's hot pot in Beijing uses the form of multiple stalls. A stall is an integral part of the menu, which together form a hotpot-themed road night market. Being in a hot pot restaurant is like eating on the street of Chongqing's night market.
3. Flow products + non-genetic inheritance, products are the cornerstone.
The product is always the cornerstone of the brandNo matter how effective the co-branded traffic password is, for hot pot brands, consumers have to return to the product itself after all. Sister Ping's product line is divided into two: traffic products + non-genetic inheritance. The first is to continue to output specialty dishes. We all know that many innovative dishes of Internet celebrities in the hot pot industry have spread from Sister Ping. Its innovation logic is a micro-innovation of classic dishes, or shape, or cooking method, or presentation, and it is transformed into an Internet celebrity item, which grasps the preferences of Generation Z.
For example, 8 seconds shredded potatoes, Tongliang soaked tofu, bobo fish tofu flower, as well as barbecue "tofu skin, grilled pork ribs, glutinous chicken feet" and other peripheral products, have obtained a lot of ** amount.
Recently, Sister Ping's hot pot once again refreshed consumer cognition with new products, and launched a variety of products such as sweet garlic beef, braised pig tail, braised pork, etc., especially sweet garlic beef, which not only adopts a new combination of sweet garlic and beef, but also follows the form of skewers, so that you can enjoy the happiness of skewers while eating hot pot.
New for the Year of the Dragon. The second is paranoia about authentic Chongqing hot pot.
By taking stock of the hot pot dark horse brands in the past two years, it was found that Chongqing hot pot accounted for a large proportion, and they all had one obvious thing in common - they were all inStrengthen the "authentic Chongqing flavor".
The hot pot meal found that most of the praise from Pingjie hot pot Dianping customers showed their liking for the bottom of the pot, the taste and texture of the dishes, which shows that it is still the product power that moves customers to pay for the brand and repurchase it.
The bottom of the pot is mainly authentic.
Another example is the intangible inheritance of the big knife waist slice and the spicy marinade technology, which are the embodiment of the continuous improvement of the product by the operation team, and also the inheritance and development of Chongqing hot pot culture.
2024 Heavy Punch Strike
The goal is to exceed 400 stores
In 2024, Sister Ping's hot pot may usher in an explosive stage.
It is understood that Sister Pingjie hot pot currently has 192 stores nationwide, and the goal is to exceed 400 in 2024.
First of all, in terms of models and scenes, Sister Ping played an extremely differentiated one. When everyone is going down their investments, they're trying to understand the law. Not 100% of the market is downgrading, the tiering of investments is obvious, depending on what kind of customers the brand wants to acquire.
Therefore, since the opening of the first store, it has dominated the top of the Chongqing hot pot hot list, and has created a queue record of 1800+ online queuing tables in a single day, becoming the top of Chongqing hot pot phenomena.
In the past few years, the epidemic has been like a catalyst to accelerate the elimination of those who can't do it, and those who survive are the strong. From the perspective of long-termism, Sister Ping's hot pot focuses on "stability", and the speed of opening stores is relatively conservative, so that brands and partners can go further.
However, it has also continued to expand its stores and achieved great results, extending its store network to more cities, arousing the love of young people in more regions, and ranking at the top of the rankings ......in Zhengzhou, Chengdu, Tianjin, Harbin and other cities
As an enterprise focusing on hot pot, Yate Group has accumulated more than 20 years of accumulation and precipitation of system and model iteration, which other enterprises cannot obtain in the short term. They iterated from the second brother of the rake to the principal of Lu, and from the principal of the Lu to iterate out of Sister Ping, every time the model is upgraded and iterated, it is an upgrade of the existing model.
In 2024, the competition in the hot pot track will become increasingly fierce, products, tastes, business models and even organizational management are rapidly updated, and a high-latitude competition has begun.