Crayfish becomes a food takeaway newly promoted "net red"

Original title: Crayfish became a food takeaway "net red
May 25 at 8 p.m., Tmall Mall's first crayfish restaurant opened. Data from Tmall show that overall crayfish sales have increased tenfold in just 26 days, with more than 10,000 copies sold in the first minute and about 350,000 crayfish sold.
nearly two years, the domestic crayfish market is unusually hot, low threshold and high profits to attract a large number of entrepreneurs to join. This summer, with e-commerce giants piled up to grab the beach, traditional restaurant chains also threw hydrangea, crayfish commercialization accelerated, gradually forming a complete industrial chain. From street restaurants to O2O brands to e-commerce fresh takeaways, the crayfish industry is expanding.
Reporter Peng Lin Intern Deng Yu
Crayfish into the new favorite e-commerce platform
" this year's sales are 50 times the same period two years ago. It is expected that the same period next year will be even worse, this year we do 5 million yuan sales in three days, next year is estimated to be able to do 10 million a day. Xing Nong United is a company operating aquatic products, its CEO Zhou Yukun told reporters that on May 26, the day of the launch of the second half-price lobster activities in Tmall shop, only with the classic spicy, 13 incense and other four flavors of crayfish, sold 30 tons.
in Zhou Yukun's view, online crayfish can be popular mainly in the online is mostly brand merchants, there is a fixed source of procurement, so the quality of crayfish more stable. In addition, because the online crayfish is more than a pound of large packaging, can share the cost of cold chain logistics, source procurement can also save costs, so the price is lower than offline.
not just vertical fresh shops selling crayfish, but e-commerce giants such as Tmall, JD.com and NetEase have also launched crayfish lines this summer.
, according to Tmall officials, Tmall in Beijing opened the "online and offline new retail shrimp eating method." Offline, customers who come to dinner can eat crayfish for free as long as they are dressed in more than 50% red. Online, users can purchase freshly listed crayfish on Tmall Mall's Crayfish Pavilion page. Data from Tmall show that overall crayfish sales have increased tenfold in just 26 days, with more than 10,000 copies sold in the first minute and about 350,000 crayfish sold.
crayfish, the restaurant industry's net red, is also in JD.com's income pocket. This year JD.com introduced the country's most well-known slug, sub-river, Honghu three origin crayfish industry TOP enterprises, increased seasoning shrimp, clear water shrimp, shrimp tail, shrimp and other varieties. According to JD.com officials, from the "June 18" warm-up period data, May 25 to May 31, the sales of self-employed crayfish has been 22 times the same period last year.
addition, select e-commerce network Easy Select has also featured two crayfish in its food column. NetEase strictly selected brand leaders said, do not worry about the "city well" crayfish will destroy NetEase strictly selected temperament, NetEase for users to choose a good diet that can improve the quality of life.
Tmall, JD.com and NetEase and other e-commerce giants "push" layout crayfish? Zhang Yi, CEO of Ai Media Consulting, believes that e-commerce giants can achieve the desired profitability through their complete industrial chain coverage. "The crayfish industry is relatively profitable, but the traditional crayfish industry's profits were split between shipping, channels and stores, and the current model of e-commerce freshness can save as much as possible in intermediate costs and maximize profitability."
traditional catering enterprises share of the crayfish market
look at crayfish, not only e-commerce enterprises, but also traditional restaurant chain brands.
May 5, halogen-flavored food and beverage takeaway brand Zhou Black Duck in Wuhan released a new product "gather a shrimp" crayfish, officially entered the crayfish industry. On May 5th, Zhou Black Duck "gathered a shrimp" crayfish in Hubei, Jiangsu and Zhejiang areas under the line direct stores, as well as Zhou Black Duck Tmall, Taobao flagship store and other online platforms simultaneously debuted.
the news gave Zhou Black Duck shares a gain of at least 15 per cent in a week on the back of bullishness in the crayfish leisure market. Zhou Black Duck has more than 800 direct stores in the country, crayfish once launched quickly penetrated the national market.
For entering the crayfish industry, "Zhou Black Duck" founder Zhou Rich pointed out that although the crayfish industry is large, but because the supply chain is more dispersed, and the lack of uniform production norms and standards, resulting in the industry's product quality is uneven. In order to promote industry changes, "Zhou Black Duck" in April this year with the main source of Hubei Submarine River Municipal Government signed an agreement to select high-quality crayfish from the source of supply, to ensure the supply of raw materials for products.
For the cross-border choice of "Zhou Black Duck", Zhou Black Duck executives have said that the reason why Zhou Black Duck does not hesitate to create a crayfish exclusive supply chain to enter the crayfish industry is precisely the crayfish industry's ultra-high profits. In the catering industry, for example, crayfish net profit is about 40%.
unique, the restaurant industry's well-known company underwater fishing's first investment project also hydrangea to crayfish. On May 8th, pirate shrimp rice entering the fast food market with crayfish rice as an entry point announced that it had received nearly ten million strategic investments from Beijing Youding Excellent Catering Co., Ltd., which has the background of "undersea fishing". Since its inception in 2015, Pirate Shrimp Rice has opened seven stores in Beijing, accounting for 40% of total turnover, while online takeaways account for 60% and sell an average of 3,500 to 4,000 lobster meals a day. According to statistics, more than 1 million lobster meals were sold in 2016.
a catering industry pointed out that the purchase price of crayfish is usually 30 yuan to 32 yuan per catty, are 892 one prawns, after processing the price of about 60 yuan / catty. In this way, the hotel's gross margin is nearly 100%. Excluding labor, rent, utilities and other expenses, net profit is about 40%, while takeaway crayfish are more profitable.
High profits attract capital into
" from offline to the line is not only a trend, but also the lobster industry transformation tipping point, we hope to let the lobster festival to the line, detonate the crayfish trillion industry. Chen Junxiang, deputy secretary of the County Party Committee, told reporters.
the morning of June 7th, the government and Tmall signed a strategic cooperation agreement, agreeing that in the next three years, the government will work with Tmall to promote the full Internet of crayfish, a geographical indication industry.
according to a report released last August by the United States Mission, the crayfish market has experienced explosive growth since 2015 in the country's 3 trillion yuan food and beverage market, which now exceeds 100 billion yuan in size and has a per capita consumption of 84 yuan.
billion yuan market size, attracting all kinds of capital into the crayfish sector of the start-up market.
reporter combed found that takeaway O2O platform "shrimp came" in June 2015 by the Fengyun Angel Fund led the investment of nearly 10 million yuan of angel round financing, last year completed 30 million yuan of A round of financing, from 58 to home lead investment;" Jacket shrimp "in JD.com equity crowdfunding platform flashed more than 6 million yuan of funds;" Shrimp "gets 5 million yuan investment from Zhonglu Capital;" Lightning Shrimps" angel investment of 10 million yuan has been received, and round A financing is also planned.
, a Chinese food industry commentator, points out that crayfish, which has leapt to the red of the restaurant industry, already has a complete industrial chain. Takeaway crayfish like Zhou Black Duck have a net profit margin of up to 80%. It is precisely because crayfish can be compared with hot pot high profits, Ali, JD.com, NetEase and so on to seize the beach landing.
Zhang Yi believes that crayfish is a safe market for current capital. "The crayfish industry's high profits and stable supply and demand make it easier to gain access to capital. With the entry of e-commerce giants, the crayfish industry chain will be further improved and upgraded, its food safety and production cycle will be more secure, the crayfish industry is expected to continue to develop steadily. "