The new retail of hot pot ingredients expands the boundary and opens the Plus mode

On May 19, Sanquan Foods announced that its holding subsidiary plans to increase its shareholding in the pot ring supply chain.

As the leading brand in the new retail field of hot pot ingredients, Guoquan has also launched a convenient fast food brand "Hanhan", which cuts into the category of pre-made dishes

After a year of rapid development, in fact, the development of new retail of hot pot ingredients is gradually slowing down

Chen Lina / Text

Hot pot ingredients supermarket Plus mode launched

Starting from a community supermarket specializing in hot pot and barbecue ingredients, it has never stopped exploring on the road of "what to sell" from the very beginning

In 2017, Guoquan opened the first "Hot Pot BBQ Ingredients Store".

For example, "Lazy Bear" from Shanxi, in addition to hot pot barbecue ingredients, also launched "selected star dishes", semi-finished dishes occupy half of the country, not only to satisfy people's desire to eat hot pot barbecue, but also to satisfy those who can't cook and want to eat Chinese food at home people's wishes

According to the rough statistics of Cold Food Media, almost every brand in this track has semi-finished dishes, and many brands have also expanded their categories to three meals a day, or even three meals a day

For another example, "Shabu Convenience", which started in Henan, launched the "hot pot barbecue ingredients + unmanned self-service hot pot" model.

Since March this year, it has upgraded the original store, adding tea, ice cream, etc.

Not only that, many brands, such as "Fireworker", "Mr.

　　Hot pot barbecue ingredients + semi-finished dishes + quick-frozen rice and noodle products + lo-mei + ice cream + tea + fresh +.

　　Hot pot ingredients supermarkets usher in a reshuffle, and brands change their models to cope with the test

　　It has been said that the paradigm shift comes from several reasons

　　First, in 2020, the new retail of hot pot and barbecue ingredients has sprung up, which has made many people obsessed.

　　Second, there is an obvious off-peak season for the monopoly of hot pot barbecue ingredients

　　Affected by the epidemic in 2020, the catering industry has suffered setbacks, and the new retail of hot pot and barbecue ingredients is thriving, even the most obvious off-peak season has no boundaries

　　Since the Spring Festival in 2021, the new retail of hot pot and barbecue ingredients has ushered in deserted: store business has declined, the franchise speed has slowed down, and the life of the brand has become difficult

　　Xue Xinliang, general manager of Shabu convenience, said that all the troops will eventually go to "Jinggangshan", but whether they can reach it successfully will test their combat effectiveness
.
Judging from the current situation, each has different characteristics, different advantages, and different styles of play.
Whether they can persist until they join forces in victory requires endurance
.

　　Shabu convenience has served tea and ice cream in more than 20 stores where conditions permit.
The purpose is to use the unmanned self-service hot pot in the store to enhance consumers' experience and increase store sales
.
At first glance, the effect is good
.

　　A cold chain distribution staff told Cold Food Media that they are responsible for the distribution of a new retail brand of hot pot barbecue ingredients
.
In recent months, the new retail sales of hot pot and barbecue ingredients have been bleak, and the delivery of goods is very small
.
Many stores closed due to poor management
.
This year, the new retail brand of hot pot barbecue ingredients is going through a new round of tests
.

　　The head brand of this track is no exception
.
Due to a lot of stocking up a year ago, the sales during the Spring Festival were not good, and the pressure on inventory doubled.
Many warehouses were full of goods, which could not be sold or turned over.
The situation was not optimistic
.

　　Cold Food Media randomly visited several new retail brand stores of hot pot and barbecue ingredients in Zhengzhou, and found that most of the time, there are few customers in these stores, and there are more staff in the store than customers
.

　　New business forms explore and innovate without limits

　　According to Liu Ai, Marketing Director of Henan Shangjia Food Co.
, Ltd.
, the new retail model of hot pot barbecue ingredients comes from the product specialization of KA stores
.
For example, specialty stores for home appliances, specialty stores for tobacco and alcohol, specialty stores for snacks, specialty stores for fruit, specialty stores for hot pot ingredients, specialty stores for catering ingredients,
etc.

　　Their common feature is that they have the same consumption scene, the same consumer group, and open stores in the same location
.
Their appearance has improved the efficiency of the supply chain, solved the convenience of consumption, and improved the cost performance of products
.

　　From the original hot pot barbecue ingredients supermarket to the further expansion of the home ingredients supermarket, vigorously expanding the territory of fresh food, the intention of the new retail of hot pot barbecue ingredients is obvious - to seize a variety of dining scenes, increase consumption frequency and increase sales
.

　　The combination of hot pot and barbecue was originally intended to solve the problem of "hot pot is weak in summer, and barbecue is weak in winter", but when the demand for barbecue at home cannot be stimulated in a short period of time, cold drinks and ice cream are naturally the best choices
.

　　After all, most brands can’t be the same as pot rings.
They can put a lot of advertisements to promote barbecue tools such as “charcoal grill, electric smokeless grill, hot pot and barbecue dual-purpose pot”, and start from the most basic tools to cultivate consumption habits
.

　　Xue Xinliang said that no matter what category is added, for hot pot barbecue ingredients brands, the ultimate goal is to increase sales and increase the survival of stores
.
"All the fumbling is worth it"
.

"China Food News" (May 27, 2021 05 edition)

(Editor-in-charge: Zhao Yingying)