After the opening of the mask, there was a big explosion of catering entrepreneurship, and more than one million stores closed down in less than a year after this outbreak.
Last year, the entire catering industry opened more than 3 million stores and closed more than 1 million stores, which is equivalent to an average ofOpen three and pour one, and the hot pot restaurant is the one that is "averaged".
Because other catering stores may open four and pour one, hot pot restaurants are two and pour one, and the closure rate is close to 50%.
Obviously, the young man is still shouting, "There is nothing that can't be solved by a hot pot", why did the hot pot restaurant close down so quickly?
After all, people take food as their day, and most people's first reaction to starting a business is to sell food, but with so much food, which one is more profitable?
The answer is a hot pot restaurant, after all, it is different from ordinary catering storesBecause of the low threshold and no technical barriers, hot pot restaurants once became the first choice for entrepreneurs.
After all, Haidilao was listed in the past, and there were more than 800 star hot pot restaurants in three years, which is enough for people who want to start a business to estimate how "profitable" the ** pot restaurant is.
So inLast year, when the masks were opened, the number of newly registered hot pot restaurants alone reached more than 70,000, and of course, the number of bankruptcies also reached more than 30,000, which is basically close to 2:1.
Even this 2:1 is not those small shops that have no experience or no capital support, but those big hot pot brands are also closing down together.
There used to be nearly 800 stores, and the star hot pot restaurant Xianhezhuang, which could earn hundreds of millions of dollars just by relying on franchise fees, now has only more than 100 stores left, and in 2023 alone, the number of Xianhezhuang closures will reach more than 200.
Thank you, which once received 1 billion financing from Sequoia Capital with its diversified consumption model, will also be completely shut down at the end of 2023.
Even the current hot pot "big brother" Haidilao, after closing more than 300 stores in 2021 in order to reduce costs, there has not been much news of new stores in the past two or three yearsThere are no major changes in more than 1,000 stores, and it is estimated that Haidilao has made the greatest effort.
These big brands and brands with capital are like this, and the hot pot restaurants of small brands and entrepreneurs who simply start their own businesses are even more difficult to live.
Some entrepreneurs think that as long as their area is large enough and the decoration is good enough, they can attract enough consumers to come and consume, but in fact, it isinvested several millions, but as a result, he couldn't survive even a month, so he could only transfer while opening a store.
There are also some entrepreneurs who feel that they don't need too big stores, as long as their dishes are fresh, then there must be enough consumers and enough reputation, and the result is as short as two months or as long as five months, and basically they have entered the footsteps of bankruptcy.
HowOther restaurants can operate for a year and a half even if the operation is not smooth, but the time to change to a hot pot restaurant is directly shortened by several times?
Obviously, there are quite a lot of consumers who are willing to eat hot pot now, why can't hot pot restaurants open?
Hot pot can become popular because hot pot has a higher degree of freedom and stronger social attributes than other diets, so that you can eat happily by yourself, others can eat happily, and at the same time, you can also enhance your feelings when you eat, of course, it will be loved by many consumers.
In addition, the threshold of ** pot shop is low and the return is high, so there are quite a lot of investors who choose ** pot shop when they open a storeThis leads to a very obvious problem, that is, there are too many investors in the hot pot track, which eventually leads to the excessive number of hot pot restaurants.
A few years ago, maybe this problem was not very big, because the hot pot market a few years ago was still growing, even if some people were not good at business, they would not let these people lose too quickly and too badly.
But in the past few years, this problem has been very big, first because of the mask problem, it is often impossible to operate normally, and then after it is fully opened, the number of hot pot restaurants around it has increased rapidly.
There are so many consumers in a region, and the more stores there are, the fewer consumers per store on average, so there is a situation where supply exceeds demand.
But theseMerchants who open stores obviously will not give up the stores they have already opened, so it will directly take the market directly to another competitive track.
When these stores begin to compete with consumers, there will be a variety of preferential activities, at the beginning it may be to give drinks, but later it is found that there are many young people, so they start to send desserts.
But after more and more competitive stores around, these simple giveaways are no longer enough to attract consumers, and if you really want to attract consumers, you need more vigorous activities, soThe hot pot restaurants invariably began to fight.
After all, once a store around it begins to rely on the ** war to compete for customers, all the stores around will be involved whether they want to or not.
And soDiscount coupons, vouchers, low prices** and the like are endlessAlthough these low-price activities have allowed these stores to usher in more consumers, they have also put more pressure on these stores to operate.
According to statistics, in 2022, the catering ** index will be 5 year-on-year7%, while the index of hot pot dishes is 79%, which means that the cost of raw materials in the hot pot industry is under huge pressure, and if you add high rent, labor and other costs, many hot pot restaurants will face too high costs and insufficient profits at the beginning.
Plus at the same timeIn recent years, with the consumption strategy of "more cost-effective", consumers no longer value the so-called secondary factors such as atmosphere and decoration, but have transformed into the main factor.
But for practitioners in the hot pot industry, this matter has become "price reduction is to cut meat to survive, and if the price is not reduced, it is to close the store immediately", these price reduction activities continue for one day, let them lose one day, and open the door every day is to lose money, so many stores have not been open for a long time, and the transferred brand has been hung out.
But contrary to these store closures, there are still many investors pouring into the hot pot industry.
Although there were many closures in the catering industry last year, there were also many openings, and in such a situation, there will always be some investors who feel that they will not become the one who will be eliminated.
And soThe hot pot restaurant here is frantically closing, and the hot pot restaurant over there is frantically opening, forming a very peculiar scene.
But these newly opened hot pot restaurants have not entered the industry without doing any research, and many of these newly opened hot pot restaurants still have some ideas of their own.
Since other hot pot restaurants can only rely on the ** war to attract consumers because they are not competitive, thatAs long as you are competitive enough, then even if you don't fight the best war, you can attract customers.
But the hot pot is almost the same, and the dishes are also similar, and if you really want to do something different, it seems that you can only work decoration and marketing.
Some stores have opened hot pot restaurants into quick hot pot and one-person hot pot, the main thing is to abandon social at the same time** is also lower.
There are also many hot pot restaurants that have begun to create a unique environment and create a dining culture. Some stores focus on a classical style, and those who don't have money only decorate them in various Chinese styles, and then replace the staff's clothes with Chinese clothes.
Wealthy stores not only change their decorations, but also invite people to perform a Peking Opera or change their faces from time to time in the store, the main thing is to watch while eating, which has more emotional value.
There are also some stores that use a Chinese style, but the theme style is replaced by an ink painting style, which is not very stunning, but if the surrounding stores are very modern stores, then this kind of ink painting stores will be very attractive to consumers.
AlsoThere are some hot pot restaurants that choose industrial style or national trendy style, all of which attract attention with strong visual contrast。The dark background, embellished with metallic accents, creates a sense of industrial coolness. This is very attractive to young people who want to "check in" in the dining scene.
There are even some stores that feel that since they have to engage in decoration differentiation, they will directly make it bigger, and even don't want the store, and directly replace the traditional store with cement pipes, and then match it with rough and meticulous accessories, which can still catch the attention of many young people who like novelty.
There's no denying it,These differentiated decorations have indeed brought a lot of competitiveness to these hot pot restaurants, and also made these stores more popular with consumers.
After all, consumers come to eat hot pot, although they are attracted by decoration or novel models, but if the hot pot is not delicious, or there are other problems, then no matter how good the decoration is, consumers will not become repeat customers.
It's like Haidilao, the "big brother" of the hot pot restaurant nowHaidilao can become a "big brother" and can be successfully listed, although it relies on service, it is undeniable that the taste of Haidilao is also "decent".Although it can't be regarded as very delicious, at least it won't make consumers feel that the money is spent at a loss.
However, although Haidilao has been in the limelight recently because of its good service, looking at Haidilao's best performance, this limelight does not seem to have brought more gains to Haidilao, but has fallen a lot.
This is enough to see that for consumers, whether it is good decoration or good service or good model, they must return to the essence in the endOnly when the hot pot restaurant tastes good, clean and hygienic can it win the trust of consumers and make consumers repeat customers.
However, for practitioners in the hot pot industry, before ensuring the taste, perhaps they should first ensure that they have sufficient customer flow in order to have more energy to ensure the taste.
【Disclaimer】The article describes the process, **all** on the Internet, this article aims to advocate positive social energy, no vulgarity and other bad guidance. If it involves copyright or character infringement issues, please contact us in time, and we will delete the content as soon as possible! If there is any doubt about the incident, it will be deleted or changed immediately after contact.