Recently, the Ministry of Agriculture released the first report on the development of key aquaculture species industry-the report on the development of crayfish industry in China (20 17). According to reports, China has become the world's largest crayfish producer; In 20 16 years, the total economic output value of crayfish 146 10 billion yuan, with nearly 5 million employees in the whole industrial chain. As early as 8: 00 pm on May 25 this year, the first crayfish hall in Tmall Mall opened. According to the data from Tmall, on May 26th alone, the overall sales of crayfish increased by 10 times, and more than 10000 copies of about 350,000 crayfish were sold in the first minute! According to Xinhua Jiangsu Channel, as of the second quarter of 20 16, the total number of crayfish franchise stores in China reached 17670, three times the number of KFC stores in China.
Whether you admit it or not, crayfish has surpassed Shaxian snacks, braised chicken rice and other once popular food industries-online celebrities, and become the first online celebrity in China.
1. How did an invasive species become an online celebrity?
Speaking of crayfish, Han Ge once wrote an article about how crayfish entered China from Louisiana, USA, and how an invasive species came to the table this Spring Festival. Here, Han Ge will not be too entangled in the development of crayfish, nor will he talk about the so-called biochemical weapons. However, the famous invasive species in China have become miserable creatures that can only survive by reproduction.
Then, let's discuss why crayfish can become a super network celebrity that attracts countless people. Speaking of crayfish, I believe everyone has a feeling that it is a seasonal creature that comes out in winter and summer. But as long as this creature appears, no matter you are Weibo, WeChat, Aauto Quicker or Momo, any social application will be strongly captured by it, and the number of comments and likes will directly explode. But why?
The reason why crayfish became popular, Han Ge believes that it is mainly inseparable from its natural online celebrity attributes:
One is to bring your own super social attributes. Crayfish was a standard cyan when it was raw, but it turned into a stunning big red after being cooked in the current period because of astaxanthin. This color is definitely one of the best among many foods. Although it is a photo dish, crayfish is definitely a peerless beauty. Imagine how shiny, red crayfish are lined up against various seasonings such as pepper and pepper. It is so tempting that crayfish has never been. In addition to sinking fish and falling geese, crayfish are very particular about how to eat. Although radish and cabbage have their own tastes, how to peel a crayfish cleanly is definitely the best embodiment of boys' personal charm and ability. In addition, crayfish eat for a long time, but they don't eat much and won't gain weight. Therefore, if girls are invited to eat out, crayfish is often the first choice for many girls, so crayfish has become a dating channel. This kind of food is full of ritual. I'm sorry for shrimp without friends.
Second, the way crayfish eat satisfies the psychology of eating goods. As I said before, people who love crayfish can often comfort themselves because they don't eat much. Even if shrimp shells are piled up in front of them for a long time, they can directly tell themselves that "there is little meat" and "there is not much to eat". This kind of psychology makes crayfish really have the necessary conditions for super-network celebrities, because for a foodie, what can be happier than destroying food quickly without overeating? In addition, the special way to eat crayfish, the process of eating crayfish must be both hands, and this should be the only way for everyone to put down their mobile phones and work hard and communicate seriously today. Therefore, the food experience of crayfish far exceeds other so-called high-end foods.
The third is the unique ritual sense of eating crayfish. Throughout the country, crayfish seems to be a super food to welcome the arrival of summer. Why do you say that? Because only when eating crayfish, anyone can put down the so-called reserve, drink cold draft beer and bury their heads in shrimp. This ritualized way of eating allows everyone to take off their usual camouflage and immerse themselves in the life experience of eating shrimp in chunks and drinking heavily, which makes people really relax physically and mentally. Moreover, eating crayfish is the only food that doesn't care whether the environment is good or not, and whether the air conditioner is powerful or not. Anyway, you have eaten a lot of sweat, and air conditioning doesn't seem so important. Can the environment be as important as crayfish?
The above three attributes make crayfish the first online celebrity in the food industry, and no one can shake this position.
Second, how does crayfish become a super money-making outlet of 100 billion?
After talking about how crayfish automatically become a super network celebrity, let's talk about how crayfish+Internet? If an industry wants to break out of the super outlet of investment, it often needs to have the following characteristics: First, it has the attributes of a super network celebrity and can bring its own traffic. The second is to have a diversified mode of operation, so that capital has more room for imagination. The third is the sticky consumption scene, which makes everyone have the desire to continue to consume.
Brother Han has made it very clear that the first crayfish is an online celebrity. No matter what kind of social media, the night sky in summer is always surrounded by crayfish. The appeal of this online celebrity and the proportion of its own traffic are definitely the number one online celebrity, and there is no need to discuss it too much.
Second, the management of crayfish is extremely diversified. Crayfish, which made their fortune in food stalls, did not operate in many ways at first, but because of its special processing methods, there are extremely diverse types besides frying and selling. Except for crayfish restaurants in cities that have fallen into the competition in the Red Sea, crayfish do not have high requirements for cooking. The longer it takes, the better it tastes. The taste is relatively simple and easier to process, so that crayfish can enter the take-away market without fear. Moreover, the high customer unit price and low delivery cost have brought the possibility of blowout to the crayfish takeaway market. Therefore, crayfish has so blatantly entered the takeaway super list. In addition, due to the low requirements for fresh delivery of crayfish and the extremely developed logistics level, crayfish can survive and develop on major e-commerce platforms besides the take-away industry, such as Tmall, JD.COM, Netease YEATION and other e-commerce platforms, and crayfish are all super explosive products.
The third crayfish consumption scene is extremely sticky. How to make a product truly embedded in the scene and let ordinary people put it down is becoming the core key to the development of the scene. Enterprises including Zhou Heiya are interested in the important role of crayfish in tourism, leisure and entertainment. In addition to the most familiar dining table, you can also embed crayfish consumption scenes such as travel, picnic and entertainment, and the target consumers of crayfish in these scenes are highly consistent, plus themselves.
In recent years, crayfish brands such as prawn, jacket shrimp, shrimp alley shrimp, lightning shrimp and so on. Both have received financing of not less than10 million, and this super outlet has set sail. As for how to make more money with crayfish, it may depend on the intelligence of more people.
Viewing Jiang Han, the official account of World WeChat from an economic perspective ID: jianghanwiew