Foreword: It seems that the hot pot material sales market has a low entry threshold, and the final test is the supply chain advantage of the brand. The supply chain has a great demand for capital, which requires the brand to have profound basic operational skills and considerable control over the upper, middle and lower reaches. At present, it is quite common for brands to cut leeks with a few frozen products at will. In this case, entrepreneurs should do a good job in the overall strength of the brand, and don't be blinded by the excitement.

The hot pot material sales market is hard to hide its popularity.

In 2121, the hot pot material sales market runway was popular.

According to the data of Sky Eye Survey, there are already more than 5,311 chafing dish ingredients mutual companies in China, including chafing dish materials and chafing dish supermarkets. Among them, 61% of the companies were founded within one year, with an increase of 3,411, an increase of 216% compared with 2119.

In addition to the traditional hot pot Castroni, various fresh-keeping platforms are also coming one after another. Every day, you xian and ding dong buy vegetables and set up "hot pot at home" and "hot pot at home"; Boxma Xiansheng applied for registration of "Boxma Xiansheng Hot Pot", and gradually released the category of hot pot restaurants in 2119, mainly promoting the 31-minute service of "take-away food delivery to home".

The traditional hot pot restaurant company and comprehensive retail are also the idea of adding hot pot materials. Jiupin Pot, Chuandinghui and Lazy Bear Hot Pot have also set foot in the runway one after another. Sanquan, Gome, Mengniu Dairy and other companies will also rationally distribute the hot pot material market in cross-border marketing in 2121, and there are also well-known brands such as Haidilao Hot Pot and Xiaolongkan, which have already captured a large number of customers in the hot pot material level.

Among them, Guoquan Shihui and Lazy Bear Hotpot Restaurant have shown rapid advantages in opening physical stores, ranking in the top three with 5,111 and 1,111 stores respectively. Among them, Lazy Bear Hotpot received tens of millions of investments from ByteDance last May and became its fourth controlling shareholder.

as the second child in the field of hot pot materials shopping malls, the development trend of lazy bear hot pot restaurant should not be underestimated.

On February 24th, Sky Eye Survey showed that Lazy Bear Hotpot Restaurant had recently carried out a round of equity financing of nearly RMB 111 million, which was led by Xingtuo Assets and followed by ByteDance, the old shareholder of Guosheng Capital. This round of assets will be used for digital system research and development and sales market expansion.

It is worth mentioning that in 2121 alone, Lazy Bear Hot Pot received the equity pledge financing of Fanyimeng, the angel investment of ByteDance and the pre-A round of equity financing of Guosheng Capital in turn. So far, the total equity financing amount of Lazy Bear Hotpot Restaurant has exceeded RMB 111 million.

▲ offline promotion of lazy bear hot pot restaurant

In addition, Little Black Bear hot pot restaurant has already announced the plan for future sale: in the VIP verification materials of Tianyancha, lazy bear supply chain management will "seek to sell in 2125".

From the point of view, the popular sales market gives lazy bear hotpot restaurant courage. In 2121, the annual GMV (total transaction volume) of Little Black Bear Hotpot Restaurant has exceeded 211 million yuan. After the expansion of 111 stores, the key vitality of the new year will be put into store operation to complete the connection between online e-commerce and offline promotion stores.

Lazy Bear Hotpot Restaurant, founded in 2119, provides processing for hot pot materials, finished products and semi-finished products of Chinese restaurants, with six provinces in China as the key areas, and its development trend has now opened more than 1,111 stores.

According to the reasonable layout of the storefronts, Lazy Bear Hotpot Restaurant has two storefronts: dinner store and retail store, in which the dinner store is concentrated in Shanxi Province, with hot pot restaurant as the leading factor. Retail stores are located in Shanxi, Henan, Hebei, Anhui and other provinces.

At present, six provinces in China are operated by franchise agents, and community supermarkets are common, which are distributed in young communities and high-end communities. Shanghai and Beijing are direct-sale stores, and they are set up in large and medium-sized shopping malls, supermarkets or new retail stores by "shop-in-shop" method.

the popularity of the sales market makes us wonder, is the hot pot material shopping mall a good project to make money?

how can the hot pot material shopping mall quickly make blood under the market competition of restaurant storefronts?

competitors of chafing dish materials mall

Is chafing dish materials really a good project to make money in the popular sales market?

in fact, there is a lot of substitutability for consumers' demand for entering hot pot restaurants. First, they can immediately meet the requirements of entering hot pot restaurants according to the contents of the home-joining packages of brands that sell hot pot, with an average of about 51, which is widely higher in first-tier cities. Second, they can meet the requirements of entering hot pot restaurants according to new retail life supermarkets such as Boxma Xiansheng.

From the perspective of specific feelings, there is no doubt that the achievement of entering a hot pot restaurant is better than that of joining a brand of hot pot restaurant. Because the restaurant store has a restaurant kitchen to carry out fine processing of food, the restaurant store is also closer to consumers in terms of cognitive ability.

For Boxma Fresh Shopping Mall, consumers' decision-making power is even greater. Both of them are the most powerful market competition for hot pot materials shopping malls.

further analysis shows that the immediate competitors of chafing dish materials shopping malls are also from restaurants.

In addition to the lower average customer price difference, the factors from customers themselves also include: customers want to go out, can't (or won't) invite people into their homes, don't want to clean up the mess, want the fireworks of the restaurant, and have low-priced hot pot franchisees to choose. As a result, consumers' demands for entering hot pot restaurants are dashed.

▲ Box Horse Hot Pot

This kind of food is the pain point of home food. To reverse the core competitiveness, we think at least three points should be guaranteed:

First, the supply chain management price is more cost-effective than the local sales market, and it has the advantage of price for those who want to purchase goods, and the food is more cost-effective and of higher quality than the restaurant storefront, and even the delivery level is more advantageous and faster than the restaurant storefront.

However, we should not think that the use value of home food is not enough, not to mention lazy bears and pot rings are worrying in the future. The popularity of the financial market is enough to show its existence and use value.

In view of the future of ingredients in hot pot restaurants, people think that it will do harm and promote the catering industry.

from the comparison of ways, the only advantage of catering industry is that it has a restaurant kitchen that can be developed and processed at the back end and there is no reason to help consumers handle the convenience of eating.

Some people have previously discussed that the chef will become an "asset burden" in the catering industry in the middle and late stages of the new restaurant, but it is not. If the back-end development, production and processing and the chef's subjective initiative are removed, the charm of the restaurant will inevitably decrease.

Take the drink shop as an example. The solution of healthy drinks in chain convenience stores is lower. It is reasonable to say that the more expensive tea shop should not do business, but the objective fact is the opposite.

Therefore, we can see that it is basically the same logic to discuss whether a restaurant needs a chef, just like discussing whether a drink shop needs a milk tea teacher.

In addition, with the continuous upgrading of products in hot pot materials shopping malls, it has a certain promotion effect on the forward development trend and iterative update of hot pot franchise stores/barbecue stalls and their catering industry.

From this, no matter what the future of Little Black Bear Hotpot Restaurant is, it does have a certain forward driving force for consumers and catering industry. At least from this point, Little Black Bear Hotpot Restaurant is an available and useful business operation mode. How to subdivide categories and demand them in the market?

after the development trend of retail system software and market segmentation category reaches a certain level, it will split the updated business circle. For example, the category of alcohol, tobacco and drinks has become the main position of chain convenience stores, and has created a franchise brand like 1919 direct supply of drinks.

For example, the category of leisure snacks has been subdivided and produced famous brands such as Good Shop, Three Squirrels and Herbal Flavor. Famous and excellent products and Sephora are business innovations and new well-known brands split under the fine classification of personal care; Famous and excellent products are business innovations split out under the category of daily necessities.

▲ Category segmentation

We can spy from the segmentation of each category in the store. When the development trend level of a certain business district is sufficiently high and the relative saturation state, new breakthrough points will emerge in the sales market.

The new field of chafing dish materials may be the same, and the frozen products have been split out before this.

Although frozen products have opened up a new arena, there are still constraints.

as far as the chafing dish material sales market in the current sales market is concerned, whether it is called the first pot ring or the second little black bear in the field, the chafing dish materials given are still concentrated in meat food, fish-slip and a small amount of aquatic products and fresh food, and raw and fresh materials cannot be given.

Vegetables, fruits, melons and vegetables themselves are not easy to store, and the consumption is very high, and customers are very sensitive to new products. In particular, the vegetables, fruits, melons and vegetables that have been produced and processed have not been sold within the shelf life, and even the qualifications for price reduction are not available.

And the order quantity of commodities is very low, for example, a portion of Donggua costs 8 ~ 15 yuan in a hot pot franchise store, but the purchase price in a shopping mall should not exceed that in 5 yuan. Counting the labor cost and natural loss of the chef, it will be unbearable for the current hot pot supermarket.

Since 2118, Boxma Xiansheng has also entered the hot pot restaurant scene. Compared with box Ma Xiansheng, even if the supply chain management is strong, strict store restrictions are adopted in the whole process of specific market sales to ensure that the loss rate is below 15%. This shows how difficult it is for a small well-known brand with limited overall supply of comprehensive fresh food to be a fresh food commodity in hot pot.

Fresh raw materials, especially vegetables, are an indispensable category in the hot pot restaurant scene. If we can't meet this requirement, the feeling of consumption will be greatly affected. Needless to say, the competitiveness of hot pot supermarkets will also be greatly weakened.

In order to have a long-term competitive ability, the following three aspects can not be ignored:

The first is how to develop the chilled and fresh barbecue materials in hot pot restaurants. After all, "new _" is the first factor to eat mala Tang.

the second point is whether the central big kitchen in the refrigerated category can be expanded to three meals a day. According to the production and processing of three meals a day, ensure the health and safety of goods and facilitate customers.

the third is the store decoration and location of community supermarkets. How to join in the community and produce stickiness? Different from the mall?

The main concern of the sales market is actually to take advantage of the fact that the total number of stores is larger and customers are close to the market. The more stores there are, the greater the visibility of well-known brands and the more established the cognitive ability of customers.

Although the sales market of hot pot restaurants has reached one trillion yuan, the number of times of consumption is still insufficient. Even Zhang Jianjun, the founder of Haidilao Hot Pot, said, "The catering industry is actually a very pan-entertainment industry, unlike mobile phone WeChat, which can't be separated from it after using it. _ There is a quasi-hot pot franchise store or restaurant that you can't live without. In fact, there is a person in the world who only eats one restaurant all his life and keeps changing food. "

in the situation that the repurchase rate is difficult to improve, we have to speed up the pace of expansion and continue to find new customers. Is it a good idea to join the agency?

with the rapid expansion, each franchise chain has become a mainstay in the hot pot material sales market, but is their survival as popular as the sales market?

at this stage, there are two key revenue methods in the segmentation runway of hot pot material convenience store chain. One is not to collect franchise fees, and the key revenue is completely divided by the market sales of food in franchise chain. The other is to deduct the joining fee, and after getting excellent cash flow, you can get the difference between the entrepreneurs and the goods.

The slogan of the insider's head-top gamer is "251,111 yuan, making a profit in one year", but the objective fact is not that simple.

Although many brands in the field deduct the joining fee, the cost of raw materials and interior decoration is higher. For a storefront of 61-81 square meters, the cost of opening a physical store has widely exceeded 251,111, reaching the mark of 311,111 to 411,111.

in addition to the above costs, the daily operating costs are not decimal, especially in first-and second-tier cities, where the salary of three employees is close to 1,111 yuan per day, and there is also the hidden cost of water and electricity. If the gross profit margin is calculated at 29%, the daily income must be nearly 11,111 yuan to break even.

but this is obviously very laborious. Although hot pot restaurants are popular all over the country, it is obvious that spring and summer are not as good as autumn and winter, with strong periodicity and unsatisfactory business all year round. In addition, hot pot materials are also an area with low comprehensive gross profit margin.

A person in charge of a shopping mall revealed that the gross profit margin of hot pot materials in shopping malls and supermarkets remained around 25%, which was far less than the gross profit margin of restaurants above 51%. The low profit margin made the profitability of franchise chain stores unexpected.

In this situation, with the long-term trend of pneumonia easing, people's demands for social media are expanding, and the advantages of home food are slowly slowing down. It is very likely that it will take 2- 3 years to make a profit.

In addition, many entrepreneurs blindly follow the trend with the psychological state of embezzling profits from one project investment, only to find that the sales market is very different from their own imagination.

many entrepreneurs come in and find that there are fortresses at all stages. At first, the brand opened a physical store in the business circle, and there was only one within 3 kilometers, but then the distance was changed to 1.5 kilometers.

In addition, entrepreneurs only give frozen products, but frozen products are the same, which are very easy to copy. Therefore, the threshold of hot pot materials shopping malls is extremely low, and other similar well-known brands can open physical stores at close range, resulting in a diversified height-width ratio.

Hot pot material seems to be a new project with low threshold, but it has a very strong supply chain management ability for brands.

▲ photo of official website of lazy bear

Well-known brands must not only standardize the system software of storefronts (including goods, interior decoration, staff and intelligent management system), but also have an intelligent supply cloud system, or they may encounter a large number of entrepreneurs withdrawing and collapse.

In the fierce market competition in the field, Zhu Danpeng, an investment analyst of bio-industry in China, indicated that "in the field of hot pot materials, the core content of the company's market competition in the future is the supply chain management system which is difficult to replicate. However, improving the infrastructure of supply chain management must consume a lot of assets, so in the end, the hot pot material is just a game played by the bosses. "

Because the key market competition of chafing dish materials is reflected in the product quality and price, the supply chain management is highly regulated.

relevant data and information show that the chafing dish materials company must build a processing factory of about 111 million yuan, and to create a comprehensive processing factory, it must allocate a lot of funds, which is really high for new entrants of chafing dish materials.

Take Lazy Bear Hotpot Restaurant as an example. At this stage, it has already carried out supply chain management capital construction in four big warehouse, including Shanxi, Nanjing, Beijing and Zhengzhou, and strategically cooperated with 211 hot pot materials and semi-finished products processing plants to achieve low cost and high efficiency in warehouse allocation.

Others, such as Cookware Food Exchange and Chatterbear, also regard the improvement of supply chain management as the direction of development trend.

It is understood that Cookware Food Exchange has cooperated with 511 processing plants such as Sanquan, Lee Kum Kee, Anjing and Shuanghui Group to create ten warehouses and four R&D centers all over the country. Chatterbear also regards "sound supply chain management" as one of the three major development trends after equity financing.

therefore, hot pot material pin