【Dahe Finance Cube Reporter Yang Xiao, Ding Yangtao, Hao Nannan, Wu Haishu, Intern, Xie Tian, Wen, Li Bo Photography】In the past 2023, what are the perceptions of catering companies on the consumer market? Under the consumption classification, what changes have taken place in the catering industry from phenomena to trends? What kind of products will continue to be hot in 2024?
On March 2, Huading Cold Chain and Hot Pot Dining held a private meeting in Zhoukou Luyi. At the event site, Wang Jun, CEO of Huading Cold Chain, Li Xiaoxiao, co-founder of Roaring Old Hot Pot, Kou Xin, founder of Guo Tiezhu and Tandoor Old Hot Pot, and Pei Yongxiang, general manager of Yishenglao Hot Pot, focused on topics such as new trends in the catering industry.
According to the latest data released by the National Bureau of Statistics, in 2023, the national catering revenue will be 5,289 billion yuan, exceeding the 5 trillion mark, an increase of 204%。In the past Spring Festival, the catering industry ushered in a "good start" for the economy in the Year of the Dragon.
In 2024, Xiaobai really can't do catering. Li Xiaoxiao believes that today's catering industry has brought greater opportunities to chain enterprises, and it also requires the brand's operation product capabilities, chain capabilities, and service capabilities to be more professional. In the hot pot industry, which has serious involution, it is the foundation of its own differentiation to find its own differentiation, and Roar Hall is deeply bound to Chengdu culture, and with the help of the output of cultural elements and connotations, it has found its own uniqueness in the hot pot industry.
Stepping on the right outlet of the national tide, Guo Tiezhu tandoor old hot pot opened 200 stores a year. Kou Xin believes that in the past, for catering companies, they could "eat all over the world with one trick", but now every player has a "unique skill", and consumers' loyalty to the brand is not strong. "Only by competing in many aspects such as consumer experience, cost performance, and ** chain can it be possible to maintain strong vitality. ”
Yishenglao is a local hot pot chain brand in Henan, with more than 10 stores in Xinxiang and other northern Henan regions. With more than 10 years of accumulation, Yishenglao has a mature organizational force. "In 2024, we plan to accelerate the expansion of the number of stores, and at the same time, update the previous 'big store' model to a more lightweight store model. Pei Yongxiang said.
In the next 3 years, there may be more chain brands with thousands of stores or thousands of stores in the industry, and the fundamental thing to win the large-scale confrontation is to fight the backstage of the first chain. Wang Jun said that the biggest risk of the catering brand of thousands of stores is the two major supports of food safety and the first chain, compared with the self-built cold chain logistics system, high-quality public cold chain logistics resources are the most efficient and the lowest cost. "With the continuous expansion of the cold chain warehouse and the continuous improvement of the scale of transportation capacity this year, Huading cold chain will continue to optimize the cost and build a new value moat. ”
In the past year, the hot pot track has continued to be "hot and hot", with Internet celebrity brands emerging one after another and explosive products appearing frequently, especially in innovative explosive products, roast duck, freshly roasted beef, slag beef, sour soup beef, casserole dishes and other categories have sprung up.
The competition in hot pot is fierce, which hot pot products can become popular in 2024? What dimensions should category innovation focus on?
In the roundtable dialogue session, Yan Zhixiang, founder of Chongqing Stalls Hot Pot, Lian Na, founder of Cheng Dieyi Hot Pot Restaurant, Zhou Yachao, founder of Hu Qingyi's old hot pot, Zhang Zongcheng, founder of Beijia Zhuan Xiao Hot Pot, and other relevant persons in charge of traffic brands and characteristic brands from the hot pot industry attended the scene to exchange experience in creating explosive products and take the pulse of the hot pot category trend in 2024. Doing mass consumer goods, choosing products with stable and cost-effective chains, and attaching importance to the repurchase rate have become the focus of many guests.
In the process of the growth of restaurant chain brands, "digitalization" and "* chain" are unavoidable propositions, and the service capabilities of Huading cold chain just complement the needs of restaurant chain brands. At the event site, Yuan Zelu, the founder of Kuafu fried skewers, Zhao Gang, the founder of Huaxiaojiang fried rice noodles, Huang Ao, the director of Yumantang's ** chain, and Liu Zhiqiang, the marketing director of Huading cold chain, had a dialogue on how to grow and co-create ** chain and restaurant chain brands together, and discussed the way of joint co-creation of ** chain and brand.
Editor-in-charge: Shi Jian |Reviewer: Chen Xiaojuan |Review: Li Zhen |Supervisor: Wan Junwei.