Chicken coconut culture originated in Hainan. It was originally just an ordinary Hainan home-cooked dish, not particularly famous. In fact, it has developed into a category in Shenzhen, Guangdong.

In Shenzhen, chicken coconut changed from a dish to a hot pot. In this process, Runyuan Four Seasons and its founder Huang Rigao contributed greatly.

In 2009, Runyuan Four Seasons opened its first store in Shenzhen, focusing on coconut chicken hot pot. Pioneer's introduction made many Shenzhen consumers know about chicken coconut for the first time. Guangdong people love to eat chicken, like fresh and sweet, and are good at keeping in good health. The taste and cultural characteristics of chicken coconut hit it off, so it quickly became popular.

2014-2016 is the first outbreak period in chicken coconut? . Due to the booming business and easy replication of the model, many chicken and coconut brands have sprung up, and the number of chicken and coconut themed restaurants in major cities in Guangdong has surged. Many restaurants that didn't run this category originally also took a fancy to this craze and added chicken coconut to their business projects.

Main problems of chicken coconut market:

While chicken coconut is hot, it also exposes many problems. The most obvious one is the homogenization problem that a single product explosion will face.

Wang Lulu, a columnist of Red Rice, said that hot pot is originally a category with high standardization, low dependence on chefs and simple management structure, while coconut chicken hot pot is a subdivision of hot pot category.

The composition is more single, and the manufacturing method is simpler. The simple product structure of "coconut green+chicken+side dishes" is easy to be copied and copied, and it is almost impossible to form differentiation? .

At present, the market competition of chicken and coconut products has really fallen into a serious homogenization dilemma. ? Many chicken coconut brands are named after the words "Four Seasons", "Coconut Grove" and "Runyuan". Shops are also trying their best to restore the Hainan style, so that most restaurants in chicken coconut can experience the same style, environment and food.