After eating hot pot at home, do you want to eat barbecue at home?

In the past two years, new retail brands of hot pot and barbecue ingredients have emerged, becoming a beautiful landscape in the industry

So the question is: after the consumption scene of "eating hot pot at home", will eating barbecue at home become a real consumption scene? How much potential will this market have?

Our reporter Yao Bingbing / text

Follow Hot Pot Ingredients New Retail Brands Push Barbecue Products

Recently, the new retail head brand of hot pot and barbecue ingredients, Guoquan Shihui, in addition to the slogan "Eat hot pot at home, look for Guoquan", also shouted "Eat barbecue at home, also look for Guoquan", and launched 388 Yuan's family barbecue package and barbecue artifact - plug-in barbecue grill, said that "with her, all the possibilities of eating barbecue at home are satisfied"

Coincidentally, other brands have made similar moves

At the end of February, "My Pot" launched a barbecue carnival season, which was promoted with "Barbecue picnic to my pot", and you can also scan the code to play games;

In March, "Chuan Dinghui" WeChat public account launched a number of barbecue-related content; "Shang Laohui" also launched barbecue-related publicity: "The barbecue with all five flavors can resist all the troubles at work

Analyze the demand outside of catering and barbecue, mainly focusing on outdoor

Now is the barbecue season, and new retail brands of hot pot barbecue ingredients have stepped up the promotion of barbecue ingredients

Shandong Jade Bird Food Co.

Wu Congshi, Marketing Director of Jinquan Foods, said that last year, despite the unsatisfactory catering in the country, the barbecue market grew strongly, which is enough to show that Chinese people love barbecue, but at this stage, most of the family barbecues are outdoors

Li Xinyang, general manager of Jade Bird Food, believes that it is not difficult to achieve barbecue at home as long as there are ovens, ingredients and seasonings

Miao Guojun, the founder of Mealconvenience, said that the possibility of barbecue at home is very small, this market is relatively tasteless, and there is no need to vigorously promote it

"The biggest problem with eating barbecue at home is exhausting smoke, and the taste is too great

　　Jing Yinhua, my director of pot operations, agreed with the above point of view, and added that the possible channel for barbecues to attract customers should be the outdoor scene of family and team building

　　Discuss Is it hot to eat barbecue at home?

　　At present, many new retail brands of hot pot barbecue ingredients sell charcoal ovens, electric ovens or disposable ovens, which are convenient for eating barbecue at home

　　"Pushing hot pot in winter and barbecue in summer is also a helpless move for hot pot ingredient stores

　　The person in charge of a barbecue ingredients supermarket appeared and said that it is not ideal to promote barbecue at home for many years

　　"Barbecue has a social nature.

　　Wu Congshi believes that due to the uneven quality of the original circulating products, it is difficult for consumers to buy guaranteed barbecue products.

　　In Di Lingfeng's view, family barbecue must be an important branch of the barbecue market in the future, and it will develop greatly
.
However, it will be more laborious to graft barbecue products according to the positioning of the original family hot pot, or without any targeted upgrade scenarios
.
First of all, we should think about who is eating barbecue at home, and where is their demand for family barbecue; secondly, in addition to meeting the basic needs of target customers, how to guide future scenarios is the key
.

　　He suggested that priority should be given to some niche groups that have the conditions for self-baking to guide the market and educate customers
.
For example, the promotion of high-end villa areas
.
Such target customers have the conditions for family barbecue, and do not care about the price of the product overflowing, but pay more attention to the experience and the joy of harvesting, and then they can plant grass for the working class, so that customers in this field can form a reserve of behavior for weeding
.

　　The other part is to deeply cultivate the field of team building, such as company team building/student gatherings/family outings.
And travel more convenient and worry-free
.

　　"China Food News" (05 edition on April 1, 2021)
 

(Editor-in-charge: Zhao Yingying)