(Fighting New Crown Pneumonia) Chongqing Hot Pot Industry Breaks Through Digital Platform "Cloud Reconstruction"

China News Network, Chongqing, February 25th, Topic: Chongqing hot pot industry collectively broke through and opened digital platform "Cloud Reconstruction"

Gao Luyanxing

In the past two days, many "eats" have begun to figure out what to eat for the first meal after the epidemic. In the Taobao live broadcast room, Chongqing spicy hot pot is full of aroma. Due to the impact of the epidemic, the hot pot store could not be opened, but the citizens' desire for hot pot can no longer be restrained. In response, Chongqing hot pot industry collectively broke through, launched Taobao live broadcast, online take-out, with the help of digital platforms such as Ali, Taobao, Hungry, Meituan, and so on.

Taobao live 涮 duck intestine netizen "cloud order"

On the 25th, reporters probed Chongqing's well-known hot pot restaurants such as Sister Xun, Dezhuang, and Xiaolongkan, and saw that hot pot restaurants have started the "eating and broadcasting mode". The hot pot live broadcast that started at these nights has helped many netizens count time through the screen. Seeing that the meat is getting older is even more anxious than the anchor; and netizens "cloud order" in the barrage area: give me a hairy belly , Two pieces of spicy beef ...

In addition to "carrying goods", for more catering companies, live broadcast is also an important channel to expand customers during the epidemic. The reporter saw that in the live broadcast room of Taobao, real hot kitchen scenes and attractive eating and drinking pictures of Chongqing hot pot merchants showed consumers the restaurant's special cuisine in all directions, becoming a new path for offline restaurants.

"Under the temporary closure of offline stores, the restaurant switched to online live broadcast, which can directly drive the sale of online products, a new experience for the Chongqing hot pot industry." Alibaba industry operator Qian Yu told reporters by example, February 17 In the early hours of the day, Xiaolongkan Hotpot opened live Taobao tape delivery. In just ten minutes, tens of thousands of self-heating hotpots were sold, which was a year-on-year increase of 1200%.

Are you hungry? Little brother delivers hot pot takeaway on the streets of Chongqing. Photo by Dong Biao

Chongqing hot pot, 30 brands, 100 stores, collective transformation and takeaway

In addition to opening live broadcasts online, Chongqing hotpot brick-and-mortar stores are also studying "Cloud Rework." He Yongzhi, chairman of Chongqing Hot Pot Association, said that due to the epidemic, hot pot restaurants could not be opened, but at the same time there was a great demand in the market. Because of this, in the past years, hot pot restaurants that have not been keen on take-out have opened up take-out models.

"I ordered myself a takeaway today at noon, and I feel pretty good." He Yongzhi shared the experience with reporters and said that the epidemic could not reduce Chongqing people's love of hot pot. During this period, the Chongqing Hot Pot Association and the Chongqing Commercial Committee joined forces. Launched contactless sales, distribution and delivery service, with over 100 stores currently participating.

Statistics from Chongqing Hotpot Association show that three days before the launch of Chongqing Contactless Hotpot Takeaway, there were more than 10,000 orders online, and some stores reached 500 orders a day, and even citizens were placing orders in the middle of the night. As of the 22nd, in 10 days, the contactless hot pot take-out orders of more than 200 hot pot stores reached more than 30,000 orders, with a total sales amount of nearly 9.5 million yuan.

According to Hungry Data, the recent high share of Chongqing hot pot sales is getting higher and higher, accounting for 34% for more than 100 yuan; the most expensive hot pot consumed 985 yuan. In the week of February 11 to February 18, almost one out of six hot pot takeaways was ordered during the tea time.

Hungry? The person in charge said that it is expected that this month there will be nearly 30 brands including Baile Tian Maotuo Hotpot Museum, Captain's Garden Hotpot, Haertu Hotpot, Hongjiu Old Hotpot, Yinghuadu Hotpot, and Old Factory Hotpot. Collective transformation of take-away stores.

Sales of Tmall hot pot bottoms increased by a hundredfold year-on-year

"Our employees are returning to work one after another." Dajie, the old hot pot e-commerce director, Dake, said that hot pot restaurants have recently resumed safety. Pei Lao Hotpot has already started to promote takeaway services on platforms such as the public account and Hungry. Last week Join Taobao live broadcast, many employees working from home, set the theme to take turns to live broadcast. In a recent Taobao live broadcast, the anchor ordered the takeaway hotpot from the hungry, delivered the hotpot experience to the national food live broadcast, and at the same time made a call for their online hotpot base, achieving "one broadcast and multiple uses".

"Explore live broadcasts, switch to takeaways, Chongqing hot pot industry and the Internet have opened a new path, and online sales of base materials have maintained a good growth in the epidemic." Chi Yu, a big food worker at Tmall, said that after the epidemic, many people ’s homes At home, the passion for eating has not diminished. "Especially affordable items like hot pot bottoms, the order is still diligent."

According to a rough estimate, since the Spring Festival this year, the sales of hotpot bottoms on Tmall have increased by two to three hundred times compared with the same period last year. Chongqing butter old hotpot has also generally maintained an increase in this team. Chongqing Peijie Old Hotpot e-commerce director can be said that Peijie Old Hotpot has approximately doubled in Tmall compared to last year; Dezhuang flagship store hotpot base Operating personnel estimate that its Tmall sales have increased by about 30% compared to the same period last year.

Industry merchants estimate that with the gradual recovery of logistics and operation on track, orders will be even more impressive. With the help of digital power, Chongqing hot pot industry has enabled consumers, stores, and platforms to achieve a win-win situation for the hot pot industry during the epidemic.