After testing the water for a period of time, Haidilao decided to start taking the business of convenient hot pot seriously.
Recently, Haidilao Bottom Material Company and Hong Kong listed company Yihai International announced that they have reached an investment cooperation agreement with Xinpai (Shanghai) Catering Management Co., Ltd., which is responsible for Haidilao's restaurant operation in Shanghai. The two sides will set up a joint venture company to produce and sell self-heating hot pot products. The registered capital of the joint venture company is 50 million yuan, 30 million yuan from Yihai Shanghai and 20 million yuan from the newly appointed Shanghai.
Yihai International said that self-heating hot pot will enrich Yihai International's existing product line, expand its existing business and become a new profit growth point.
Self-heating chafing dish, namely instant chafing dish, is considered as a new growth point of chafing dish industry. Convenient packaging, no need to cook. You can eat a bottle of mineral water as long as you wait+15 minutes, and the price is around 30 yuan. Xing Lei, director of Dalongyi, a hot pot chain brand, once said that convenient hot pot has further solved the problem of "being too lazy to rinse" compared with the demand of "not wanting to go out" that was solved by sending hot pot out. What it does is to increase the market, which is to extend the consumption scene of hot pot. These scenes include "eating alone", traveling, picnicking and so on.
Since last year, many traditional hot pot brands have started to launch their own convenient hot pots, including Haidilao and Dalongyi, as well as Dezhuang and Xiaolongkan.
According to the latest "20 17 China Catering Report" of Meituan, as the most eye-catching category in catering, hot pot contributed more than 1/5 of the total turnover, and it is the category with the largest number of stores in the dinner category. However, due to the low technical threshold and high reproducibility, the hot pot brand is caught in the dilemma of homogenization competition. Traditional hot pot enterprises are coping with the changes in the consumer market through the innovation of stores and the development of hot pot takeout. Convenient hot pot is another new attempt of hot pot brand after take-away.
Instant hot pot is also considered as the product of "single economy". In March this year, a survey report released by Southwest Securities said that at present, China's single population is nearly 200 million, and it is facing the fourth single tide.
However, it remains to be seen whether convenient hot pot can become a good business for Haidilao. On the one hand, instant hot pot is not much different from maocai and Mala Tang, but it is not as fresh as the latter two as packaged food; On the other hand, the advantages of Haidilao, which is good at service, cannot be copied to convenient hot pot.