On February 1, 2024, the "First Meal in the Year of the Dragon, Eat Xiaolongkan" Spring Festival series of marketing activities launched by Xiaolongkan Hot Pot was officially launched across the country. The preparation of the event lasted more than half a year, covering 300+ cities across the country, and investing 100 million yuan in the "hot pot**" is the largest since 2020.
Li Shuoyan, co-founder and general manager of Xiao[gf]2ef0[gf]Kan brand, said that from 2023 onwards, the brand will strengthen the integrity of franchise operation and management according to the "four unifications" strategy, and the core will focus on key work such as digital management, product research and development, and marketing activities, and deeply implement the idea of "please come back and go out": invite ** alliance businessmen to Chengdu, visit new stores, new models and new products in batches, and output new management and operation methods; Go out, organize a number of offline exchange and study tours in the region, effectively empower [GF]2ED4[GF] stores in various places, help partners solve operation and management problems, and realize the relative unification of the operation of stores across the country. 2024 marks the 10th anniversary of the brand's founding, and it will launch large-scale global marketing around the vision of becoming the "global head brand of spicy butter hot pot", so as to enter a new development cycle.
Hand in hand with the Forbidden City to watch the Tang Dynasty, there is a "real dragon" in the Year of the Dragon
On the Chinese New Year's Eve this year, the translation of "dragon" changed from "dragon" to "loong", giving the Chinese nation a cultural understanding and genetic awakening of the dragon totem, setting off a wave of national discussion. This wave of topic traffic has also driven the popularity of Xiaolongkan, because the word "dragon" in Xiaolongkan has always been translated as "loong".
The Chinese New Year is of great significance to Chinese, and the Chinese Year of the Dragon is a special opportunity for Xiaolongkan. "Dragon" is the spiritual totem of the Chinese people, and "Dragon Culture" is the continuation and inheritance of this totem spirit. Based on this insight, in its own zodiac year, Xiaolongkan carefully prepared, integrated internal resources, optimized business processes, and dug deep into the essence of "dragon culture" through strategic collaboration with franchisees, hoping to give full play to the advantages of creative marketing through the "dragon" attribute of Xiaolongkan, strengthen the relevance of "dragon" and the brand, and precipitate the asset value of Xiaolongkan.
Therefore, joining hands with the Forbidden City to view Tang Dynasty and co-branding with top IP to seize the mental position of "Chinese Dragon Culture" has become a big move in the Spring Festival marketing of Xiaolong Kanlong Year. As a subsidiary of the Palace Museum, Beijing Palace Museum Guantang Cultural Development has a number of top IP cultural and creative product development authorizations of the Palace Museum. In this cooperation activity, Xiaolongkan and the Forbidden City Guantang launched a limited edition co-branded peripherals, including the "Drawing the Finishing Touch" red envelope, the "Dragon Luck Head" embroidery bag, and the "Open Dragon Luck" bottle opener. In terms of dishes and tableware, there are also special dishes combining "Dragon Born Nine Sons" and "Nine Dragon Walls", dragon element theme nine-square grid customized tableware, and more conspicuous is the dragon-shaped custom pot bottom, one side of the dragon head jade seal butter, which confirms the vision of Xiaolongkan to become the "global spicy butter hot pot head brand".
Not only that, but the supporting materials of the store are also full of atmosphere. The soup card became "Come on, add soup, continue my dragon luck", and the apron was printed with "Dip in a dragon's spirit". The interesting copywriting and pictures made consumers who came to the store can't help but check in and share, setting off a wave of craze on Moments, Weibo and Xiaohongshu.
Five tricks to drain traffic, distribute 100 million hot pot**, and only push "real butter".
In addition to the on-site atmosphere of the store and the attractiveness of the dishes, the online drainage and interaction of "Eat Xiaolongkan in the First Meal of the Year of the Dragon" is more exciting.
The first is the 100 million yuan hot pot issued specifically for this event**. The way to receive it is very simple, scan the official mini program code of Xiaolongkan, you can participate in the coupon grabbing, and the only threshold is "first come, first served". The application range of hot pot ** is also very comprehensive, and there are corresponding activity coupons for dine-in consumption, take-out deductions, and fast consumption full reduction. "At the same time, we also want to send the good wishes of 'good luck in the New Year, eat Xiaolongkan on the first day of the dragon'." ”
In the public domain traffic, Douyin is the main position of the Spring Festival in the Year of the Dragon: starting with the Spring Festival Challenge, combined with the live broadcast of the official account and the live broadcast of celebrities after the start of construction in February, it gathers hundreds of millions of ** traffic, forming a brand potential energy highland and radiating the whole country. At the same time, many cities across the country have also placed outdoor media advertisements in major locations to increase the communication traffic and guide stores and online e-commerce around the country.
Not only that, cross-border co-branding with leading brands also landed during the Spring Festival. For example, the theme store launched by Xiaolongkan and Yuanqi Forest in cooperation with customized topic cans and drinks for the Year of the Dragon shows a youthful attitude of "eating Xiaolongkan with sparkling water, you want to be cool and not sugar"; The co-branded store with Weilong will create a "Ssangyong theme space" and launch customized dishes for the Year of the Dragon, "Maybe it's hot pot with spicy strips, so cool." ”
In addition, Xiaolongkan also took the opportunity of the Spring Festival of the Year of the Dragon to launch a new brand TVC, a magical marketing theme song and three creative shorts. The three short ** all revolve around "real butter", and through reversal, the label of "butter" is deeply rooted in the hearts of the audience.
The 10th anniversary of the brand, "not an Internet celebrity, but always popular".
The intensity of the Spring Festival marketing action in the Year of the Dragon, the richness of the content, and the wide coverage of the Spring Festival are the most important in Xiaolongkan in recent years. Why did you choose to take the initiative this year? Li Shuoyan said that after three years of difficult times of the epidemic, Xiaolongkan will concentrate on accumulating strength in 2023 to optimize the store product model, dishes, and ** chain, in order to enter a new development cycle this year. "Entering 2024, the company will be driven by strategy as the engine of development, and the company's core concepts such as mission, vision, and values will be updated. In particular, the brand vision is set as "becoming the head brand of spicy butter hot pot in the world", highlighting the place-occupying orientation of the hot pot segment. To this end, Xiaolongkan further strengthened the cooperation with "Zhang Bingbing" butter. As the producer of "Zhang Bingbing" butter, Sichuan Hangjia Biotechnology Co., Ltd. is a leading enterprise in the butter industry, a drafting unit of national standards for butter, and a vice president unit of Sichuan Hot Pot Association, which has been established for 27 years and has always focused on the hot pot industry.
At the internal work meeting of Xiaolongkan, he also pointed out that insisting on difficult but correct things can go from "big" to "great", and to achieve this goal, it will be the focus of future work to reshape the brand potential, empower coordinated development of operation zones, enhance the confidence of the community of interests, and achieve the double growth of high-quality "stores" and "talents".
Behind these adjustments is the continuous updating of the general trend of the industry. NCBD, a catering big data research institution, recently released the "2023 China Restaurant Switch Store Report". According to the report, the revenue of China's catering industry will reach 5,289 billion yuan in 2023, a year-on-year increase of 204%, which is also the first time that the revenue of China's catering market has exceeded the 5 trillion yuan mark, reaching the highest level in history. Among them, the market size of hot pot was 975.8 billion yuan, a year-on-year increase of 44%；It is estimated that the size of China's hot pot market will exceed 1,000 billion yuan in 2024.
Another data worth paying attention to is that in 2023, the number of new restaurant registrations will be as high as 3.18 million, and the sales volume of injection and hanging will be 1.39 million; The restaurant industry has had a very special year, with a crazy "revenge opening" and a large number of store closures. The top 5 provinces of catering enterprises newly established in 2023 are: Guangdong, Henan, Shandong, Sichuan, and Zhejiang. Among them, the number of newly established hot pot enterprises reached 750,000.
The expansion of the industry scale is accompanied by the intensification of competition, and adjusting the corporate strategy and business ideas is a necessary means to cope with the changes, and the management of Xiaolongkan has a deep consensus on this.
2024 is the 10th anniversary of the Xiaolongkan brand, and some netizens left a message under the official Weibo of Xiaolongkan hot pot, saying, "Xiaolongkan has been ten years, you are not an Internet celebrity, you have always been popular." In his opinion, Xiaolongkan needs to maintain the mentality of an entrepreneur internally to promote the continuous transformation and iteration of the enterprise, but for consumers, Xiaolongkan is already a well-known brand, "We have changed from a newcomer to a friend of consumers, and we have been accompanying and providing delicious hot pot and emotional value." This year, we launched the activity of "Eat Xiaolongkan at the First Meal of the Year of the Dragon", and I hope to continue to accompany everyone. On your big day, Xiaolongkan is here, whether it is a promotion and salary increase, a housewarming, a wave goodbye, or a daily gathering, Xiaolongkan will be with everyone. ”
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