[Explanation] "Generation Z" is a popular term in the United States and Europe. It refers to a generation of people born between 1995 and 2009 and deeply influenced by the Internet. China has the largest "Generation Z" population in the world.
Although the “Gen Z” who focus on social networking and pursue individual expression are mostly students and focus on the sinking market, they will become the backbone of society and guide consumer changes in the next ten years.
New consumption "hot out" new demand, and many hot pot restaurants are now approaching the "Generation Z" with their own abilities and ingenuity.
On August 12, the reporter saw in a hot pot restaurant decorated into a rock and roll style, that all the paper towels and dining racks on the small table in the shop were made into the style of vinyl records, a rhythmic rock music and spicy The tangy butter fragrant "symphony" in this industrial hot pot shop.
[Concurrent] Liu Le, person in charge of hot pot restaurant
First of all, our design is more industrial style, simple but our things are more in line with the aesthetics of young people, and then we added a lot of music elements, because young people also like music, especially for playing I like dishes too. If there are dishes in hot pot restaurants, it is also very new to young people.
[Commentary] Liu Le said that they hope to provide delicious food for "Gen Z" while creating a novel environment to enjoy the double happiness brought by the collision of hot pot and music.
It is understood that Liu Le's team originally ran a design company, and the hot pot restaurant itself is also a product of "crossover".
[Concurrent] Liu Le, person in charge of hot pot restaurant
First of all, we are a design company, and making hot pot is considered cross-border. We plan to organize a nightclub event every month. We will not sell hot pot on the night of the nightclub event. We only provide snacks and drinks for everyone to participate in the nightclub. During the activity, feel the atmosphere of Bengdi, the atmosphere of Bengdi in the hot pot restaurant.
[Explanation] As the "indigenous people" of the Internet world, many "Gen Z" are used to taking pictures and "letting their phones eat first" before meals.
To this end, many hot pot brands have worked hard on the sense of ritual and participation: Haidilao has created the "most unsuccessful hot pot public account in history", teaching customers "signs" and DIY pot bottom dishes; Radio Alley Hot Pot and Hollyland jointly launched brown sugar Zanba flavor cheesecake, etc.
According to Gong Weizhaoqian, a student of Sichuan Film and Television Academy, the various styles of hot pot restaurants now cater to their needs.
[Concurrent] Customer Gong Weizhaoqian
For us young people born after the 00s, we definitely love this different style more so that we can highlight our different personalities, so we might like this hot pot restaurant with a different decoration style.
[Explanation] Staying up late and actively maintaining health is another major attribute of "Gen Z", which also gives hot pots of different flavors the possibility to seize the consumption track.
The Chengdu family’s minimalist "simple hot pot" has launched a variety of flavors such as Matsutake Mushroom Chicken Soup, Tomato Soup, Flower Maw Soup, in addition to spicy butter, green pepper and butter.
[Concurrent] Lei Ying, founder of a health-care hot pot restaurant in Chengdu
I think young people nowadays especially like to try new things, so our little hot pots are basically young people who come to our store to consume them. This form of ours may also be their favorite, and now young people are still starting Pay attention to physical health.
[Explanation] Wang Yi, a professor at the School of Business Administration of Southwestern University of Finance and Economics, told reporters that the current Chinese catering industry should not only cater to the preferences of young people in terms of product elements, but also need to focus on brand building, product system design, marketing operations and even supply chain management. Systemic adjustments.
[Concurrent] Wang Yi, Professor, School of Business Administration, Southwestern University of Finance and Economics
What seems to be the change in consumer preferences of a generation actually reflects the transformative shift in the digital economy era. Business operations are shifting from product center to consumer center, and the demand for satisfaction is shifting from the basic level to diversified value and user experience, and the value composition of products Expanding from product functions to culture, emotion and creativity, and customer relationships from one-way sales to interactive participation.
Hot pot companies and the entire catering industry may wish to use consumer demand as a driving force to self-realize the gorgeous turn of "Generation Z".
He Xi Zhang Zhenyu reports from Chengdu
Editor in charge: [Sun Jingbo]