In the context of the continuous recovery of the catering market, hot pot, a category with strong social attributes, has maintained a high growth heat. However, in the current market environment, more and more brands are entering the hot pot track, resulting in the track becoming increasingly involuted.
If you want to achieve a breakthrough in this track, you must not only accelerate the innovation of operational skills, but also increase the advantages of the first chain and the innovation of scenarios. These have increased the threshold of the current hot pot brand, but in this context, Mo Dachuan, a newly opened hot pot brand, can be widely fought by consumers, what kind of marketing logic is contained in it?
1. Micro-innovation creates a new experience
In order to better distinguish itself from other chain hot pot brands in the market, Mo Dachuan mainly draws on contemporary aesthetics and oriental aesthetics in its decoration, and perfectly integrates these two different aesthetic styles. In addition, in terms of decoration, Mo Dachuan's tone is mainly simple and natural, using wooden tables and chairs with warm yellow lighting to create a comfortable environment for consumers.
In recent years, the popularity of Chongqing hot pot in the market has allowed more and more brands to enter the game. In the face of the serious homogenization of the hot pot track, Mo Dachuan has made small innovations on the basis of Chongqing hot pot, trying to deliver the new hot pot experience to every consumer.
The bottom of Mo Dachuan's pot follows the traditional process of Chongqing hot pot, emphasizing "natural fermentation" and "zero additives". In addition, in order to attract more consumers, Mo Dachuan also introduced different flavors of hot pot base ingredients in combination with the dietary preferences of Cantonese diners when ensuring the authentic taste of Sichuan-style hot pot.
Mo Dachuan provides consumers with nearly 70 different SKUs, including raw cut beef series, fresh food series, aquatic products series and material series, etc., so that consumers can taste a variety of different foods in this hot pot restaurant, which naturally increases the chances of customers coming to the store next time.
2. Unusual new Chongqing hot pot
Mo Dachuan, a new hot pot brand, began to be planned as early as 2019, but because the brand core was not perfect at that time, there were different types of hot pot brands on the market. In order to avoid shock, Mo Dachuan slowed down the pace of entering the market, and then after years of careful polishing, he continued to refine the market demand, and finally entered the market.
Mo Dachuan is committed to the best in terms of decoration design and food supply. And under the current consumers' demands for fresh, healthy and other ingredients, Mo Dachuan puts "fresh" in the main position.
It is worth mentioning that in the context of the current consumption downgrade, Mo Dachuan is extremely close to the people when providing consumers with the ultimate service and dishes. You must know that in the public's impression, fresh goods are quality, which naturally means that they are expensive. However, Mo Dachuan is committed to providing users with high cost performance in terms of product pricing, which is in line with the consumption concept of the vast majority of consumers, so that consumers can consume without pressure.
3. Continue to polish the single-store model
Although at this stage, Mo Dachuan has a very good momentum of development in the field of consumption. However, in today's market environment, it is still unknown whether Mo Dachuan can find the correct operation model that suits him, so Mo Dachuan is still exploring his own unique development path in the hot pot track.
Steady development is the main development concept that Mo Dachuan adheres to, and now according to consumer feedback, Mo Dachuan will invest more experience in fresh goods in the future. As for whether to increase the number of points, Mo Dachuan said that he plans to open two more stores at most in the future, and now their focus is to polish a successful single-store model.