Coconut chicken is originated in: Hainan.

Coconut chicken culture originated in Hainan, originally just an ordinary Hainanese home cooking, not particularly famous, really developed into a category, in fact, in Shenzhen, Guangdong.

In Shenzhen, coconut chicken from a dish evolved into a hot pot. In this process, Runyon Seasons and its founder Huang Rigao have been instrumental.

In 2009, Run Garden Seasons opened its first restaurant in Shenzhen, specializing in coconut chicken hot pot, the "pioneer" introduction of the behavior of many Shenzhen consumers first learned about coconut chicken. Guangdong people love chicken, like fresh and sweet, good health, coconut chicken flavor and cultural characteristics and its immediate hit, so quickly became popular.

2014-2016 is the first outbreak of coconut chicken? Due to the hot business, the model is easy to copy, many coconut chicken brands piled up to emerge, coconut chicken theme restaurants in major cities in Guangdong surged, a lot of the original did not operate the category of restaurants also look at the boom, have increased in the business project in the meat and potatoes of the coconut chicken.

The main problems in the coconut chicken market:

Coconut chicken hot at the same time, but also exposed a number of problems. Among them, the most obvious is the single product explosion will face the problem of homogenization.

Red meal columnist Wang Lulu said, hot pot is originally a higher degree of standardization, less dependent on the chef, the operating structure is relatively simple category, coconut chicken hot pot as a hot pot category segmentation.

The ingredients are more single, the preparation method is more simple, "coconut green + chicken + side dishes" such a simple product structure can easily be copied and reproduced, almost impossible to form a differentiation?

Currently, the market competition in the coconut chicken category has indeed fallen into a serious homogenization dilemma. Many coconut chicken brand name with "four seasons" "Coconut Grove" "Run Park" and other words, stores also try to restore the Hainan style, in most coconut chicken restaurant can experience the same style, the same environment and the same food.