Squeeze's own decline was actually doomed at the earliest time when the brand's positioning was shifted.

Whether it's a restaurant or a consumer product, the basic requirement for a brand is to never make a wrong

decision on brand positioning and core product positioning, because any wrong decision is fatal to the brand's consumer base, and once a consumer leaves, it's

almost impossible for them to come back.

Gluttony's biggest bad decision lies in 2017 when He Guangqi chose to refine the transformation of Gluttony, a decision

so stupid that I suspect he did not do any consumer research, and even made a fundamental denial of Gluttony's past, which originated from cheap and sesame sauce.

First, the sesame sauce has become tasteless and the sip has become expensive, so how can your consumers possibly buy it? and digging deeper into the transformation of sip feed exquisite reason is also very peculiar, because of the success of the internal high-end positioning patchwork, patchwork itself in the internal is not

looked favorably, but in the patchwork of the single-store model run-through but let sip feed see the opportunity. This is a classic case of internal conflict, where the butt determines the brain

bags.

Gluttony can still be saved? Can, back to the low-end route, the material to go back to the cost-effective, to make a unique stay flavor and ingredients, re-

do the market spread. Maybe it can still be saved.

The brand is not easy to do, but it is easy to destroy. Better to do nothing than to do it wrong, that's the base bottom line.

Two, admittedly, the impact of the virus on the restaurant industry is self-evident. This year, the overall downward trend in national restaurant revenue. According to data released by the National Bureau of Statistics, in 2022, catering revenue

2004 billion yuan, a decline of 7.7%; above-limit catering revenue of 487.9 billion yuan, a year-on-year decline of 7.8%.

Haidilao, also on the hotpot track, also posted poor results. Haidilao released its 2022 semiannual report, with operating revenue of

16.764 billion yuan, down 16.6 percent year-on-year compared with revenue of 20.094 billion yuan in 2021.

Net loss of 267 million yuan, 96.5 million yuan of net profit compared to a profit to loss.

But for Gluttony, the decline in performance was first apparent long before the virus. Gluttony's

net profit growth began to slow down, with its net profit growth year-on-year being 14.2%, 10.1%, -37.7%

and -99.4%, respectively.2021, Gluttony's revenue was 6.147 billion yuan, a 12.7% increase year-on-year, but it posted its first

annual loss since going public, with a loss of 293 billion yuan.

Three, until 2022, Gluttony's losses reached 278 million yuan. chain industry experts, and Hong Consulting general manager Wen Zhihong said in an interview with the Times, "Gluttony revenue decline, in addition to the viral reasons, but also with its closure of more than 200 stores since last year has a certain relationship. Although the closure are serious loss-making stores,

But the reduction of stores directly affects the overall revenue of sip feed, which is a very serious drag on its performance. However, the closure of Gluttony continues, it said in its financial report, due to commercial reasons, in 2022, the Group closed a combined ***

37 Gluttony restaurants.

Also this year, Gluttony had expected to open 156 stores in 2022, but now halfway through 2022, Gluttony's

opening progress is only one-fifth complete, with only six new Gluttony restaurants and 15 Minato restaurants.

Fourth, in order to maintain the competitiveness of its business and control costs, Gluttony plans to invest a further 100 million yuan over the next three years to upgrade the processing

unit's logistics, procurement and quality control processes.

Gluttony's ambition to expand its market is also reflected in its financial report, which said it will further launch its "east to south" expansion strategy, and in order to carry out

its strategic plan to expand its business into eastern and southern China, it will set up a second headquarters in Shanghai, allowing the group to expand its business into

coastal cities and the Yangtze River Delta region, as well as the Yangtze River Delta. In addition, Minzu, a successful and profitable model for Gluttony

, will continue to expand its domestic stores and grow overseas.

Fifth, in the view of Wen Zhihong, the engine of growth for the performance of Gluttony is the development of its brand and the expansion of stores. Gluttony in the store

store expansion tends to be conservative, even in first-tier cities such as Shanghai, Guangdong and other cities have not completed a good layout. Hot pot market in the rapid

development, the model is also constantly innovating, sip feed tends to be conservative in the layout of the direct result of its model by the market iteration.

He said, sip feed in the past, the center of gravity in the Beijing market, if the Shanghai as the second headquarters, the real East China, South China market attention

up, its future performance will have a very big boost.

Doing Chinese food brands all over the place, at that time its vision to capture is accurate. Brand standardization, I can eat in any of its outlets

the same taste of things, placed weight are clearly defined. The brand was fast-casual, so the turnover rate was accelerated, and in five minutes you could wait for your order

to be served, get up and start closing the table, and then turn around to see the dishes and pots and pans being taken away.

Then rushed to the product fresh, rich variety, and online and offline integrated marketing to eat, wait for a short time, is tired of shopping want to full

meal a meal to get an instant experience of the unquestionable choice.

Hotpot companies see these trends, but also in many ways actively try to innovate.

Sixth, when Bannu maw hot pot as a local hot pot brand in Henan, to maw characteristics in many places over the sea salvage the limelight. Dalongbao hot pot

Pot at the same time both playing the star card and fashion novelty marketing means, forming a "content + product + hot + differentiation and customer interaction" model

style.

Hot pot this fire, burned very strong, the industry can be said to be a blossom of each trick, the cake is very big, divided into one point or a meal. Gluttony feed under the mincing hot pot with "hot pot + tea" mode of rapid expansion, ambitious, want to intensively open 20 stores a year

store, all over the north and south of the Yangtze River, but at that time, some people consider that the mode of innovation may bring about the dispersion of energy.

Hot pot business model innovation are grafting, this grafting is bound to build a set of supply chain, which will distract the enterprise to the main business

power, may lead to the main business affected.

Come together to leave the CEO Zhang Zhenwei in Shanghai founded the thank you pot, out of sip feed another stove after becoming the newest netizen. And Gluttony

has responded by returning to the mass-consumption route, adding a variety of single-person set menus.

It's easy to lose people's hearts and minds, but it's hard to gain them. Although sip feed is different from adidas decline has the social death of this layer of reasons, but the hot pot brand continues to increase

More, by the incremental market gradually turned into a stock market, the involution is also increasingly serious. Under the virus hot pot industry vitality is still strong, in the demand

exuberant industry does not break through the new business model, it is inevitable to go downhill.