The boiling hot pot industry is facing a new round of challenges

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The hotpot category with the best standardization of Chinese food is an indisputable "good business"
.

"The 14th International Hot Pot Industry Expo (Chongqing Hot Pot Festival) is newly upgraded and will be held in Chongqing in November, planning an exhibition area of 100,000 square meters, bringing together 1,500+ hot pot industry chain enterprises and 30,000+ exhibits
.

According to Tianyancha data, there are 420,000 "hot pot" related enterprises in China, and more than 60% of them have been established in the
past five years.

However, behind the bustle of the hot pot track, 1 in every 5 companies has experienced abnormal operations, especially the two major hot pot giants listed have suffered hardships
.

New hot pot forces rise in the chaotic war

In recent years, the development of Chongqing hot pot is like a bamboo, the charm has gradually been opened, and the world has begun to appreciate the power brought by such foods, thus opening a new era in the world of hot pot, so that Chongqing hot pot has stepped onto the world stage and become one of the representatives of
Chinese cuisine.

The reporter learned in the interview that the Chongqing hot pot brand is constantly innovating: the brother and the old official open a deputy brand small official official in Chongqing; Hui Ge hot pot created a small Hui Ge hot pot, aiming at "sinking"; Da Long Yi opened a sub-card Xiao Long Yi, Chen Pan Pan spicy and hot.

According to the survey data, Sichuan-Chongqing hot pot is the most popular hot pot category (58.

In fact, in the field of strong competition in the hot pot field, consumers do not blindly believe in the brand, product quality and user reputation are king
.

In terms of experience, under the extensive expansion, Haidilao's private room monitoring controversy, hair belly shrinkage incident, beef grain metamorphosis and other negative factors have emerged in an endless stream; Sipping and feeding lacks the necessary food innovation in the expansion of the store, losing the "cost-effective" of the small hot pot one-person food, and naturally falling from Internet celebrity to "passerby"
.

Of course, seabed fishing and sipping do not represent the full form
of the entire hot pot track.

Compared with the contraction of the first camp, the new forces are still highly sought after by capital and hot money
.

According to the data, in 2021, the annual investment and financing amount of China's hot pot industry will reach 670 million yuan, reaching the highest value
in the past years.

The road from "internet celebrity" to "long red"

At present, the hot pot industry has entered a "high-dimensional" war, so that the dining experience is as complex as possible to attract consumers
.

In the view of the research of the restaurant alliance, the new forces that are doing their best are striving to form a phenomenon-level star brand and show greater development possibilities
in their own ways.

"At present, the homogenization of the hot pot industry is serious, and restaurant companies must open up the situation, and achieving product differentiation is the top priority, by changing the direction of product research and development, and developing new functions
of products.

Of course, the most fascinating thing about the restaurant industry is the constant change itself
.

"Once I integrate my current stores, I will expand because that's my mission
.
When I am stable, I will charge, when I am unstable, I will be stable, and when I am stable, I will charge
again.
Haidilao, founder Daniel Zhang, said that Haidilao, which has expanded, has not regretted it
.

At present, new forces such as Chongqing Xiaolongkan, Banu and Nan hot pot are all strongly building their own supply chains
.
Xiaolongkan established Manwei Dragon Kitchen, and the product line has reached more than 300 SKUs; Banu spent 150 million yuan to build its own base material research and development and processing base in Chongqing, and Nan hot pot also set up a supply chain center to carry out unified management of upstream supply resources, which has been able to achieve full category supply
.

Black swans fly over and fly away, and the test of anti-fragility is still whether it can capture the changing hearts
of consumers.
Under the wave of category integration and industrial upgrading, a new war is slowly brewing
.

The whole industry chain of hot pot ingredients is broken

On September 8th, the unveiling ceremony of Chongqing Hotpot Ingredients Industrial Park and the first Chongqing Hotpot Ingredients Industry Development Summit were held
in Hechuan.
The industrial park plans to cover an area of 10 square kilometers, will build Chongqing hot pot raw material base, cold chain logistics base, build a comprehensive service system focusing on brand, standards, system, safety, form a hot pot ingredients industry cluster, and strive to achieve the output value of the whole industry chain of 100 billion yuan
by 2030.

The reporter learned in the interview that Hechuan District also launched a total of 33 policy measures in 10 aspects to promote the development of the whole industrial chain of
hot pot ingredients.
Among them, from the aspects of research and development platform, industrial development fund, land price, rent subsidy, warehousing cold chain logistics, import and export support, etc.
, 18 breakthrough policies and measures have been innovated and formulated to support the development of enterprises to the greatest extent, maximize the preferential profits of enterprises, and attract high-quality projects in the whole industry chain of hot pot ingredients to settle down
.

The person in charge of the Hechuan District Bureau of Commerce told reporters that the district has formed a whole industrial chain of hot pot ingredients from the breeding of hot pot raw materials to the processing of raw materials, distribution and trading, product research and development, inspection and testing, and consumption experience, showing the characteristics of
"raw materials buy the whole country, products sell the whole country".
According to statistics, there are currently more than 100 main production and processing enterprises for hot pot ingredients in Hechuan District, with a total output value of 4.
89 billion yuan
.

Sichuan Wusheng, which is adjacent to Chongqing, issued the "Work Plan for the Construction of Wusheng Hot Pot Industrial Park"
on September 15.
The "hot pot industrial park" met
with the public for the first time in the form of government documents.
At the same time, it is the only specialized industrial park
in China named after "hot pot".
According to statistics, Wusheng Hot Pot Industrial Park has introduced 73 aggregation agricultural product processing enterprises and 46 enterprises above designated size
.
Among them, there are 40 hot pot food enterprises and 20 enterprises above designated size
.

In this regard, Li Jie, president of Chongqing Qinma Hot Pot, believes that the vast majority of Chinese like to eat hot pot, the hot pot industry is an important part of the catering industry, the hot pot industry accounts for a large proportion of catering revenue, and there is a huge market size
.
In addition, the hot pot industry chain is long, running through the primary, secondary and tertiary industries, covering all aspects of production, processing and consumption, the upstream can build a raw material production base, the midstream can process the hot pot base and hot pot ingredients, and the downstream can create a platform for trading and distribution, talent training, cultural and creative integration, etc.
, laying the foundation
for the formation of industrial clusters.