These "Chengdu Chuanchuan" have not even heard of Chengdu people, so why are they so popular all over the country?
A handful of thin bamboo skewers were skewered with fresh meat and vegetables, and they were dipped into the boiling red soup and dipped in the soup. The heat rose instantly and the aroma was overflowing.
This is the most familiar gourmet skewers in Chengdu, and it is also an indispensable piece of Chengdu fireworks.
Since 2017, this string of wind has blown north, Shanghai, Guangzhou and Shenzhen, and has become a popular category in the national catering market.
However, Chuanchuan brands outside Sichuan and Chongqing are often not familiar to Chengdu people.
Ms. Fu is in Chengdu, Miao Shi 13 Chuan Chuan Xiang, Gui Shu Di Chengdu Chuan Chuan Cuisine, Yu Spicy Shu Capital...The endless stream of Internet celebrity Chuan Chuan brands are branded as Chengdu’s food culture, but they are not local brands in Chengdu. Most have not yet settled in Chengdu.
How can Internet celebrity brands bring Chuanchuan to the whole country?
Did capital lead the fire, or did it make capital?
Net celebrities queuing for two hours
Directly operated stores opened overseas
Open Dianping and locate the four cities in Beijing, Shanghai, Guangzhou and Shenzhen, and search the ranking list of cities released every month. The results may surprise Chengdu people.
The first place in Shanghai and Shenzhen is "Miss Fu in Chengdu", and it also won the third place in Beijing.
Most of Chuan Chuan ranked in the forefront of the four cities are brands that Chengdu people have never heard of.
There are 3 stores in Beijing, Miao Shisan Chuan Chuan Xiang, 4 stores in Shanghai, Chengdu Chuan Chuan Cuisine, and there are not many stores that are very popular. Besides, Chuan Chuan Xiang hot pot, Xun Chuan·Kan Chuan hot pot, etc. Wait, there are no stores in Chengdu.
How popular are these online celebrity stores?
Take Ms. Fu in Chengdu as an example. Dianping lists "queuing for a long time" as its label, and it usually takes an hour or two to eat.
Zhang Weiguo, the founder of Ms. Fu in Chengdu, revealed in a speech in February this year that Ms. Fu, who was founded for 6 years, is in Chengdu and currently has 45 directly-operated stores, of which 43 are in China and 2 are in Vancouver and Toronto, Canada. Stores in Tokyo and Paris are also being selected.
It is worth noting that Miss Fu, whose selling point and sentiment is "in Chengdu", has only one store in Chengdu, which is located near Kuanzhai Alley.
According to Tianyan Check, Ms. Fu belongs to Rencun (Shanghai) Catering Management Co., Ltd. in Chengdu.
In other words, the "gene" of the brand is not in Chengdu.
Why is the Internet celebrity bunch hot?
Will cross-border marketing and develop the community
In the catering industry, hot pot is a big track, and its sub-categories include Chuan Chuan Xiang, fish hot pot, Sichuan-Chongqing hot pot, Thai hot pot and so on.
Why do hot pot brands represented by Chuanchuan have frequent Internet celebrities?
And why are foreign brands occupying the arena?
Qin Chao, the founder and CEO of the restaurant owner’s internal reference, just came to Chengdu last month to participate in a catering "New Sichuan Army" summit. In his opinion, this is not a competition between Chengdu and foreign brands, but local old brands and young new brands. competition.
He introduced that many local hot pot brands in Chengdu are good at creating hot pot culture. Whether it is the heavy decoration style or the face-changing performance of Sichuan opera, they retain their traditions. This is also the common dilemma of many time-honored catering brands across the country. Without innovation, the emotional connection with young consumer groups will be broken."
The net red hot pot is good at brisk decoration style and also good at telling stories.
For example, young brands such as Bianbian Chuanchuanxiang, Houtang, Xianhezhuang, Guochao+Cultural Creation are popular among the new generation of consumers; Meow Shisan Chuanchuanxiang uses lush green plants to create a "dream scene".
Ms. Fu completed the brand building with a story in Chengdu.
On its official website, the founder claims to be a Chongqing baby. Since childhood, he followed his mother to open a restaurant in Chengdu. His mother's surname is Fu, hence the name "Miss Fu in Chengdu".
"Whenever I dreamed back, when I came home from school from school when I arrived at the restaurant, I was used to the fragrant and numb pepper smell. To me, it was the smell of mother."
Qin Chao mentioned that Internet celebrity hot pot is better at brand building and marketing. The combination with Internet celebrities, celebrities, and kol can leverage cross-border traffic and resources to introduce catering; in terms of communication, Internet celebrity hot pot has tried based on social network fission. The way.
These are rarely done by traditional hot pot brands.
With this model, the market is buying it.
According to reports, last year, Miss Fu reached 500 million yuan in sales in Chengdu.
Why does hot pot make internet celebrities in batches?
No need to cook, cater to taste
The "China Catering Big Data 2020" jointly launched by the restaurant owner's internal reference and Meituan Dianping shows that from the perspective of Meituan Dianping's online transaction volume, the top three in 2019 are hot pot, snacks and fast food, and Sichuan cuisine; in terms of transaction volume, It is hot pot, Sichuan cuisine, Cantonese cuisine-topping the two lists, which shows the dominance of hot pot in the industry.
"Hot pot is the largest catering market, and it is difficult to shake its position in a short period of time." Qin Chao said that this is supported by the taste preferences of young people. "China Catering Big Data 2020" shows that post-90s, post-95s, 00 Later, the proportion of "spicy" favorites exceeded 50%. Considering the maturity of the category itself and the "strong social" demand of consumers for the catering industry, the good momentum of the hot pot category will continue.
The ability to make Internet celebrities in batches is also based on the hot pot production model.
"The standardization is high and it is easy to replicate. This is an important reason for the hot pot category to be bigger and better." Qin Chao said that the sub-systems of hot pot, such as Chuan Chuan, Mala Tang, and Cold Pot Chuan Chuan, are all clean dishes + standard supply chain. The mode of flavor base + pot base does not rely on the chef's hand-made cooking, and the customers who serve the table as the chef themselves, it is easy to scale.
"Hot pot looks like a red sea, but in fact, you can also find a differentiated blue ocean market. Either taste or consumer unit price or environment, or there will be a steady stream of capital and brands coming in." Qin Chao said that Haidilao "curved back". In the first case, the hot pot skewers that have become popular all over the country may also return to the Chengdu market and be tested by Chengdu Hao Chuan Zui.