Lower customer unit prices, down-to-earth social consumption scenes, and flexible and rich food collocation forms are their secrets for getting out of the circle.
But it became red quickly, and it passed quickly.
After a round of popularity, Chuan Chuan was gradually squeezed behind by other categories.
Brands such as Xiaojungan, Waner Chuan Chuan, Chun Lu Chuan Chuan and Mi Xiang in the five districts of the steel pipe factory have frequently closed stores in shopping malls; only "by the roadside" has continued to expand more than 10 stores against the trend last year.
Understanding the reasons behind Chuan Chuan’s frustration can be summarized in the following three points:
The market is uneven and homogenized: the entry barrier is low, and the product structure is mostly "skewers + side dishes", dishes and soup bases are difficult to have new ideas, and consumption stickiness is weak;
Diversion of categories such as Maocai and Mala Tang: Maocai, Mala Tang, etc.
are more flexible, and hot pot restaurants have also begun to provide small portions of products, which can better meet the consumer needs of different customers, and the product advantages of Chuanchuan are getting smaller and smaller;
High cost and lower cost performance: The work of "passing the signature" of Chuan Chuan itself consumes high labor costs.
Although Chuan Chuan brand upgrades from the decoration aspect and upgrades more dishes, it will be accompanied by price increases and category value.
In general, the current trend of string categories is declining, innovation is weak, and there is no obvious competitive head brand in the market channel.
How to carry out a second upgrade and rekindle the passion of consumers will be the focus of the next series of brands.
02 Chaoshan beef hot pot: 70% of brands have not opened new stores, and homogeneity competition is serious02 Chaoshan beef hot pot: 70% of brands have not opened new stores, and homogeneity competition is serious
In 2020, the overall opening ratio of Chaoshan beef hot pot brands is 0.
68, which is much lower than its own hot pot format (0.
Specifically, under the severe reshuffle of the epidemic, more than 70% of brands have only closed stores and no new stores in shopping malls.
Chaoshan beef hot pot originated in Chaoshan, and originated from small workshops in the night market.
Beef bones are boiled into a clear soup, and various parts of beef are cooked, and they are dipped in shacha sauce or Puning bean paste.
The mouth is full of fragrance.
In 2016, the Chaoshan beef hot pot category broke out and once swept the country.
Brands opened their stores no matter how fast they could stop the surging diners.
As a result, beef hot pot has almost become the endorsement of Chaoshan cuisine.
There are countless fans.
The fresh and light-tasting Chaoshan beef hot pot with main ingredients is clearly in line with the current trend of "health preservation".
Why does it show a downward trend? The key reasons are as follows:
The brand is highly similar, and the recognition is weak: the brand name likes "bull", "fresh" and "tide", with "open meat cutting counter + cow-shaped decoration + original wooden table and chairs" as the standard.
From store name, decoration to product, it is the same , It is difficult for consumers to generate brand loyalty;
Few dishes make it difficult to meet diversified needs: The biggest feature of hot pot is that it uses diverse materials, flexible eating methods, and moderate prices, breaking the "difficult to adjust" situation in the party scene.
Chaoshan beef hot pot dishes are relatively few, and the dishes are rich, spicy and delicious.
The taste of hot pot is not attractive in comparison.
In the long run, Chaoshan beef hot pot can continue to maintain its status in the catering market, and gradually transform from a category symbol to a food culture symbol.
In this process, the top brands that have a Chaoshan background and actively seek change will have more endurance to continue running.
03 Crayfish: The business is bleak, and the super internet celebrities become "outcasts"03 Crayfish: The business is bleak, and the super internet celebrities become "outcasts"
I still remember that around 2015, crayfish regional brands emerged, and a large amount of capital was injected into the crayfish category market; by 2018, it entered the blowout stage, which can be called "super internet celebrities", and some brands have also been introduced by shopping malls.
But who would have thought that after the peak is the trough.
In 2019, the crayfish market was deserted.
Under the heavy hit of the 2020 epidemic, the crayfish brand has almost disappeared in shopping malls, becoming the "shutdown king" among seafood (hexian) brands.
Among them, spicy temptation is one of the most representative frustrated.
At the moment of high light, Mala Temptation has more than 30 directly-operated stores across the country, some of which are located in shopping malls.
Its sub-brand Hot Life has completed 3 rounds of financing in total, with a total financing of more than 300 million yuan.
By the end of 2019, the spicy temptation was exposed to a capital chain crisis, and negative news continued to trigger large-scale store closures; under the epidemic in 2020, stores continued to be closed, and there was little left.
Why did the crayfish category quickly move from a great "money path" into a depression? The main reasons are:
Many forces enter the game, and the competitive landscape is complicated: large and small street catering stores, e-commerce platforms, catering supply chain companies, live broadcasters, etc.
, there are many predators, and they continue to squeeze the living space of offline shopping malls;
The supply chain is imperfect, and the business risks are high: "see the sky for food", there are seasonal pain points, the price is unstable, and the product quality is uneven, which severely restricts the large-scale development of crayfish restaurant enterprises.
In this regard, some people in the industry believe that diversified development, weakening of the crayfish attribute, "retailing mainly, supplemented by catering", these are new directions.
Ruliang Steamed Shrimp will launch a takeaway service at the end of March 2020 to achieve self-help.
04 Ice cream: The 28th effect is obvious, and it is robbed by new tea drinks and baking04 Ice cream: The 28th effect is obvious, and it is robbed by new tea drinks and baking
In 2020, the overall opening and closing ratio of ice cream brands is only 0.
35, which is a sharp contraction; 65% of the brands have only new closed stores and no new stores.
The most tragic is the ice cream celebrity "Aisicily".
As an Italian brand that has entered China for 15 years, it focuses on "low-calorie health".
The number of stores in mainland China once exceeded 200.
But in 2020, Aisishili fell into a whirlpool of full closure.
In order to use up the balance of the prepaid card, some consumers even travel through half of Shanghai to spend at the last direct store.
Looking at the entire ice cream category, it is not difficult to find that the "28th" effect is obvious.
dq Ice Queen, Haagen-Dazs and other category leaders, based on the brand effect and operating capabilities, flexibly adjusted the front, shrinking poorly managed stores, and at the same time, the number of new stores continued to increase, and it became strong in the industry’s "store closing tide"; Other brands, such as yogurt and Mount Cook ice cream, are stuck with poor mobility.
The main theme of 2020 is closing stores.
If you look closely behind the ice cream changes, you can see two hidden points:
The category has natural "hard flaws": the consumption cycle is short, and the annual sales cycle is only 6 months or less; mainly random consumption, low consumer loyalty; most products have the same taste and low recognition; high-calorie sweets, and There is a certain contradiction in the current consumption trend of "healthy eating";
Cross-border robbed by new tea drinks and baking: In the past one or two years, Michelle Ice City, Hi Tea, Naixue’s Tea, Hollyland, etc.
have set off the "Ice Cream Movement", fancy co-branding, innovating new consumption scenes, and bringing freshness to consumers Sensation, grabbing the market share of traditional ice cream brands.
The competition of ice cream has become a horizontal competition among different categories of casual dining.
In the future, if ice cream brands want to survive in shopping malls, they will need to work harder on consumption scenarios and product innovation.
05 Matcha: Deep down in the "closing store tide"05 Matcha: Deep down in the "closing store tide"
In 2020, the tide of store closures swept the matcha category, and the overall brand opening and closing ratio was 0.
In recent years, the "new tea drink" movement has been in full swing, and matcha has also become a unique existence-high-value, self-contained flow, rich in nutrients and trace elements, natural caffeine is healthier than milk tea and coffee.
The highlight of the matcha category appeared in 2014-2017.
A large number of matcha specialty stores such as Wuxie Japanese Desserts, Gantuan, Uji Tea Shop, Nishio Matcha, 36MATCHART, Guancha, etc.
Hundreds of stores opened in the mall and became hot "Internet celebrities".
Guancha, which received tens of millions of A round of financing in 2018, is very popular.
But now, these brands are lingering, and a large number of stores are closed.
In 2020, Wuxie Japanese Desserts, Gantuan, and Uji Tea Shops will all close more than 10 stores in benchmark shopping malls, with heavy losses.
In the glamorous Guancha, only one offline store is left, and it will move to the front line.
Consumers are gradually calming down on matcha specialty stores, which can be attributed to the following reasons:
Born to be a "supporting role", it is difficult to be a big responsibility: the essential attribute of matcha is a kind of food additive material.
It is mostly used as a "supporting role" in the field of desserts, drinks and other foods, and it is difficult to support the development of a big brand alone;
The customer unit price is too high, and the consumption frequency is low: the customer unit price is in the range of 35-60 yuan, which is much higher than the conventional casual dining category, which discourages mass consumers; and in the high price zone, there are many high-end beverage brands competing.
Matcha ice cream is a regular type of ice product, but matcha specialty stores have been sluggish in the beverage market.
There are a large number of high-spending customers, and under the trend of consumption upgrades, niche markets are not necessarily without opportunities.
The bottom line is that matcha tea is high in research and development costs, and brands have insufficient investment in product research and development, which ultimately results in mediocre products that are unattractive.
06 Shu Fulei: "Death and injury" suffered heavy losses, the brand collapsed06 Shu Fulei: "Death and injury" suffered heavy losses, the brand collapsed
In 2020, the overall opening ratio of the Shufulei brand was 0.
11, with "deaths and injuries" heavy.
Souffle originated in France in the Middle Ages, and then became popular in Japan.
It is also known as the Japanese Souffle Pancake (Souffle Pancake).
Different from American pancakes and French soufflés, Japanese soufflés have high appearance, multiple shapes, soft taste and strong extensibility.
In 2017, after Soufflé entered the Hong Kong and Taiwan markets, it was sought after by young consumers, food bloggers, and Internet celebrities, and its popularity continued to rise.
Subsequently, it set off an upsurge in the mainland market and became a new Internet celebrity in the baking industry.
The emergence of various baking brands featuring Soufflé—Miss Furie, ZZ.
SOUFFLER, Fresh Fulei, etc.
, are actively expanding and seizing the market.
These brands have performed well in terms of passenger flow, sales volume, and store expansion speed:
Miss Fu Lei, completed a ten million yuan angel round of financing in 2018.
The first store is located in Hangzhou Building 501, with an average daily passenger flow of 30,000 and a turnover of more than 84,000 yuan in the first week.
She threatened to expand 1,000 stores a year.
SOUFFLER opened its first brand store in Tianhe City Department Store on Beijing Road, Guangzhou in 2018.
It has a small store of 19 square meters and can sell 1W copies of Soufflé every week.
Fresh Fulei, in more than 100 days, expanded 100 stores across the country, covering 18 provinces and 45 cities across the country.
The good times are not long.
In 2020, the Soufflé specialty store will "disrupt" in benchmark shopping malls—nearly 40 Xian no Fulei closed stores, and ZZ.
SOUFFLER closed more than 20 stores.
Players such as Miss Fulei, I LOVE YOU DESSERT BAR, etc.
have shrunk greatly.
In order to attract consumers, Souflei brands have made great efforts: from products to stores, the appearance is quite high, satisfying girls' hearts; the location is usually on the B1 and 1 floors of the shopping mall, with a large passenger flow; brand creative marketing actions continue.
But how could Shu Fulei, who struggled for beauty and strength, been abandoned by the market?
The "eyeball economy" has a short life cycle, and the sense of internet celebrity cools down quickly: Soufulei is like a dirty bag, dirty tea, etc.
, which are typical "short-lived" items.
After the freshness fades, if there are no new highlights, it will be difficult to continue Go on and be replaced by the new "back wave";
The product is weak and can’t keep repeat customers: Although Shu Fulei’s products are very attractive, the shape is easy to collapse, and the duration is not long, and consumers generally report "too sweet" and "too greasy", and the price is not cheap.
It can only exist as a single item in a tea shop or a baking shop.
When category dividends disappear, the key is to build your own barriers to complete the transformation from popularity to brand recognition.
Each catering category has its own life cycle.
The popular fried chicken, once sought after by tens of thousands of people, may have disappeared; and the originally unknown category may be quietly brewing and rising in an unknown corner.
But fashion is a circle, and dying categories may return with a different face at any time.
In a business world full of uncertainties where consumers love the new and dislike the old, the popularity of categories is difficult to predict, but strong strength has always been an anti-fragile weapon.
Source: WeChat public account "Win Business Cloud Think Tank"
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