Non-fast food category has the highest status of hot pot

The catering industry in China is highly decentralized, with differentiated competition in each track. Among them, among the non-fast food categories, the number of hot pot stores accounts for 12.7%, which is higher than other non-fast food categories.

in terms of interaction volume, coffee and hot pot are far ahead in terms of interaction volume because of their numerous brands and strong content marketing. In June, 2121, the interaction volume of hot pot was 18.587 million in TOP5 industry, which was the highest in the food category.

note: the number of interactions mainly includes: likes+comments+forwarding

Sichuan-Chongqing hot pot strength

Chongqing hot pot and Sichuan hot pot are the most influential categories. Although the number of stores is not dominant, the number and amount of orders contributed are in the top two, and they are still the most mainstream types.

—— number of hot pot stores TOP5 Sichuan and Chongqing occupy 3 seats

In terms of the number of stores, the whole hot pot market presents a diversified development trend. Although the proportion of hot pot stores with low price is still the largest, the proportion of stores with 31-91 yuan price has an upward trend. In addition, the number of hot pot stores in each category, TOP5, occupies 3 seats,

—— Sichuan-Chongqing hot pot orders account for nearly half

Order quantity: 31-91 yuan price accounts for the highest proportion, and the data in 2121 tends to be divided into two ends, and the proportion of orders in 31 yuan and below, 91 yuan and above has increased to some extent. From the perspective of order volume, Chongqing hot pot, Sichuan hot pot and chuanchuanxiang contributed nearly half of the orders, and the category concentration was significantly higher than the number structure of stores.

—— The unit price level of hot pot customers in Sichuan and Chongqing is relatively high

In p>2121, the per capita consumption amount of hot pot categories is at a relatively high level, close to that of 81 yuan, with a year-on-year growth of 6.3%, indicating that the overall positioning of hot pot categories is on the high end and the bargaining power is strong; The mid-range price is still the main consumer demand. According to different categories, the unit price of hot pot customers is higher and keeps increasing. According to the data of Meituan, in 2121, the per capita consumption of hot pot category is at a high level, close to 81 yuan, with a year-on-year growth of 6.3%. This shows that the overall positioning of the hot pot category is high-end, and the bargaining power is strong. In terms of order amount, the structural differentiation of order amount in 2121 is similar to that of order amount, but the share of order amount of Chongqing hot pot is higher than that of order amount. In 2121, it will account for 23.4%, and the share of orders for Chongqing hot pot, Sichuan hot pot and chuanchuanxiang will exceed 45%, indicating that the unit price of customers is relatively high.