Can the boiling hot pot bottom material create a national brand?

　　Hot pot has been favored by many consumers in recent years, and the market size of hot pot bottom materials has also been expanding.

Some reports predict that it will reach about 41 billion yuan in 2025.

　　In the face of such a huge market, some people in the industry are gearing up to ask questions: Can the boiling hot pot base material create a national-level brand like "Laoganma"?

　　The hot pot bottom material market continues to heat up

　　"Replenishment every day." On March 22, in a Yonghui supermarket on Jinkai Avenue in Chongqing, a salesperson Li Tong was unpacking and placing bags of hot pot bottoms on the shelves.

　　She told reporters that there has been a large replenishment of hot pot base ingredients in recent times.

“It may be related to the upcoming Ching Ming holiday. After all, many outsiders did not go home during the Spring Festival. Taking advantage of this holiday to go back to reunite, they naturally want to bring some Chongqing specialties as gifts.” Li Tong said, from last year’s epidemic to this year’s Spring Festival, Hot pot base ingredients have always been in short supply.

　　"In recent years, the hot pot base material market has been heating up." Some insiders pointed out that, especially during the epidemic last year, the increased demand for home hot pot made the hot pot base material industry shine.

　　According to the data from Tianyan Check, there are currently more than 2,000 hot pot bottoms companies in my country.

"More and more attention is focused on the hot pot bottom material industry." The "2019-2023 Hot Pot bottom material industry in-depth market research and investment strategy recommendation report" released by the New Sijie Industry Research Center stated that my country's hot pot bottom material market scale In 2014, it exceeded 10 billion yuan, and then showed an increasing trend year by year. It is estimated that it will reach 41 billion yuan in 2025.

　　“Hot pot bottoms seem to be ordinary retail products, but they are developing very rapidly.” Chen Dongping, a distributor who has been wholesale hot pot bottoms for more than 10 years, said, this feeling has been particularly evident in recent years.

"When I first entered this industry, I saw that many cooperative companies were just ordinary factories, and now they have built large-scale production parks."

　　Be wary of undercurrents under the "boiling point"

　　Chongqing has the reputation of "the capital of hot pot". In addition to having the largest number of hot pot restaurants in the country, the number of registered companies related to hot pot bottoms also ranks first in the country.

　　"Our company's sales are increasing every year." Ren Jin, deputy general manager of Chongqing Zhoujunji Hot Pot Food Co., Ltd., analyzed that the hot pot base material has become the most popular category in the condiment industry nowadays, and the hot pot catering industry is booming. Spicy economy is favored and condiments are becoming more complex.

　　"The bonus period for the hot pot bottom material industry has arrived." Some insiders believe that the market undercurrents under the "boiling point" must be vigilant.

　　Ren Jin said that the hot pot bottom material market has attracted the "eyes" of capital.

But he believes that the blind introduction of capital can only damage the brand.

"I always insist on one point of view-weaken the influence of capital and highlight the power of the brand. Any hot pot bottoms company cannot blindly rely on capital and ignore its own'hematopoietic' function."

　　The reporter noticed that the homogeneity of products, tastes, packaging and business models of hot pot bottoms companies has become a major problem for the industry.

Some companies are actively breaking through, especially in terms of innovation.

For example, Chongqing Dekang Condiment Co., Ltd. has introduced the "ODM model", that is, the demand is raised by the merchants, and the base material manufacturers complete the development and production of products.

The company is equipped with a more intelligent production line for this purpose.

Zhou Junji brought forth the new in hot pot culture, and built the country's first hot pot industrial park with elements of industrial tourism. It receives more than 350,000 tourists every year.

　　However, Ren Jin believes that many companies only seek packaging innovation, not from the core product technology.

　　Market applicability still lacks breadth

　　"The outbreak of the hot pot bottom material market has been paving the way for many years." Ren Jin said bluntly that the industry should remain sober when it is excited.

For example, among the many brands of hot pot base ingredients, why is there not a national brand like "Laoganma"?

　　"The growth and stability of the industry must rely on a complete set of industry standards. If a national-level brand can be born, it will inevitably bring more standard references for the hot pot bottom material industry." Ren Jin said frankly that hot pot bottom materials are used as a compound. Condiments, their own attributes have brought certain limitations to achieving this goal.

　　He explained that hot pot bottoms are not a must-have for everyone nowadays, and the market application is still lacking in breadth.

"I think that if you want to create a national-level brand of hot pot ingredients, related companies should be like hot pot dishes. They should not be eager for success. When the fire and time are up, they will naturally follow the trend."

　　Relevant persons from the Chongqing Hot Pot Association also said that the rising market for hot pot bottom materials is definitely a big plus for related enterprises in Chongqing.

But it still has a long way to go if you want to become a national-level brand of hot pot base ingredients.

Huang Shiqiang