Can the top hot pot brands sound the "charge" again

Starting from 2021, the industry status of the hotpot top brands has been threatened to varying degrees.

Top brands step on the "sudden brakes"

Among the more than a dozen categories of Chinese food, hot pot is one of the most popular tracks.

Recently, Haidilao released its 2021 annual results announcement, achieving a revenue of 41.

Regarding the loss of 4.

Coincidentally, in March, Laowang, which is impacting the listing of Hong Kong stocks, updated its IPO prospectus.

From 2019 to 2021, Laowang's sales, number of customers, turnover rate and other indicators have all declined year after year.

Similar to the situation of Haidilao and Laowang, Xiabuxiabu experienced a decline in operations last year, a decline in performance, and a sluggish stock price.

Why are the top hot pot brands not working well? In addition to the impact of the epidemic on the catering industry, the blind expansion of brands against the trend is the direct cause

Industry insiders said that the hot pot industry is becoming more and more intense, and almost every sub-segment is "fighting between dragons and tigers", while the operating efficiency of hot pot restaurants has declined and profitability has declined

Industry insiders pointed out that the trend of the catering industry has changed, either the top features, high-end catering, to meet the special scenes of business and banquets for a small number of people, or the bottom of the catering consumption, health, nutrition, taste and cost-effective balance planning, The middle is called the "grey area"

"Add fuel to the industry's recovery"

Zhongtai Securities summarized the three major dilemmas of the top chain hotpot brands: industry difficulties, the domestic epidemic has far-reaching impacts, the catering industry has been hit by staged impacts and the demand side is continuously suppressed; Entering the stock competition; the difficulties of the enterprise, the decline in turnover under the rapid expansion, and the impact on cash flow

After the shock, timely adjustment is more critical

Industry insiders are optimistic about the recession

"Hotpot companies still need to focus on services, scenes, ingredients, and the creation of large items, and gain the traffic of young consumers through cross-border marketing

At the same time, national policies are also supporting the recovery of the catering industry, injecting a "stimulant" into the future development of the catering industry

The "2021 China Catering Market Analysis and 2022 Market Prospect Forecast" released by the China Cuisine Association pointed out that in view of the repeated outbreaks of the epidemic, the catering industry has become more aware of the importance and necessity of promoting high-quality development, and it is necessary to achieve a deep understanding from quantity to quality.

(Comprehensive arrangement by Gao Jiaodi)

"China Food News" (April 11, 2022 02 edition)

(Editor-in-charge: Gao Jiaodi)