Meituan Live, the founder of Xiaolongkan, has the fifth largest store in the country, and the write

Mondo Technology Updated on 2024-02-07

"This year is the 10th anniversary of Xiaolongkan, and I hope everyone will come to Xiaolongkan to eat hot pot in the first year of the dragon. Recently, Wu Dong, the founder of Xiaolongkan, was a guest in the Meituan live broadcast room to talk about the development process of Xiaolongkan in the past year. Meituan data shows that in December last year, Xiaolongkan's sales in Meituan's live broadcast room increased by 216% month-on-month, and the write-off rate of related orders was 45%.

Wu Dong was a guest in the Meituan live broadcast room and told the business story of Xiaolongkan Source: Meituan app

Industry insiders believe that accelerating the expansion of stores on the basis of ensuring quality, while seizing the opportunity to expand takeaway and retail business, and exploring new marketing channels such as live broadcast are the keys to the rapid development of Xiaolongkan.

Founded in 2014 in Chengdu, Sichuan, Xiaolongkan focuses on national hot pot with standardized flavors. On the occasion of the brand's fifth anniversary, the Xiaolongkan Hot Pot Chunxi Taikoo Li store in Chengdu had more than 2,000 tables in line at its peak.

In October last year, the "2023 Hot Pot Category Development Report" jointly released by the China Hotel Association and Meituan** showed that in 2023, Xiaolongkan stores ranked fifth in terms of scale and eighth in the country in terms of order volume.

Since 2019, Xiaolongkan has actively expanded its retail food business, selling hot pot bases, Sichuan-style seasonings, instant food and other products. Li Xiaofeng, head of product research and development in Xiaolongkan, said in the Meituan live broadcast room that Xiaolongkan has realized the traceability of hot pot base materials for the first time, and consumers can trace the production, storage, transportation and use of goods by scanning the packaging bags.

In terms of takeaway business, Xiaolongkan exploded rapidly in 2020, with a year-on-year increase of 5 times in daily orders and a turnover increase of about 10 times, with more than 2,000 orders per day in Chengdu alone. Meituan data shows that in January this year, Xiaolongkan's takeaway orders increased by 50% year-on-year, and the top three products sold were all retail food.

In recent years, the competition in the domestic hot pot industry has been fierce, and going overseas has become a new choice for many brands. So far, Xiaolongkan's brand territory has radiated to four continents and 18 overseas countries and regions, covering more than 400 cities and more than 700 stores worldwide.

In the past year, local life has been short**, live broadcast has exploded, and Xiaolongkan has also made a breakthrough in the form of marketing. In January this year, Wu Dong was a guest in the live broadcast room of "Boss Please Eat" to tell about Xiaolongkan's business style. The live broadcast room is Meituan's first self-made vertical screen variety show, and previously, the heads of head hot pot brands such as Sister Pei's old hot pot, Nan hot pot, and Chongbaniufu have also appeared in the live broadcast room.

The relevant person in charge of Meituan said that merchants can tell brand stories in the live broadcast room, shorten the distance with consumers, and shorten the path of content planting for consumers. Chain brands with large store scale can also mobilize stores to conduct merchant self-broadcasting after the official live broadcast, maximize the use of the long-tail traffic in the official live broadcast room, and precipitate it into the brand's own fans.

Industry insiders believe that for a long time, local businesses have lacked cost-effective marketing channels, and the cost of acquiring customers through the Internet is getting higher and higher. Wu Dong also said that Internet platforms have made efforts to broadcast local life, and catering people have more publicity channels, and now is the era when content is king and product is king, and everyone should seize this wave of dividends.

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