It's the annual crayfish season again. Brother Han drools at this time every year. As a Luzhou native, his love for crayfish comes from the bone marrow. I think how comfortable it was to stand in the open air, eat lobster and drink beer. However, it is this delicious food that can only be eaten at roadside stalls in those days, but it has become so popular. From Guijie Street in Beijing to Nanjing Road in Shanghai, from Shangxiajiu in Guangzhou to Xuyi City in Jiangsu, crayfish have almost seized all corners of the country.

Recently, the Ministry of Agriculture released the first report on the development of aquaculture industry-China crayfish industry development report (217). According to the report, China has become the largest crayfish producer in the world; In 216, the total economic output value of crayfish was 146.61 billion yuan, and there were nearly 5 million employees in the whole industry chain. As early as 8: 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 tenfold, and more than 1, copies of about 35, crayfish were sold in the first minute! According to the report of Jiangsu Channel of Xinhuanet, as of the second quarter of 216, there were 17,67 crayfish franchise stores nationwide, three times the number of KFC stores in China.

Whether you admit it or not, crayfish has surpassed online celebrity, a food industry that was popular all over the country, such as Shaxian snacks, braised chicken rice and so on, and has become the first online celebrity in China.

1. How did an invasive species become online celebrity?

Speaking of crayfish, Brother Han once wrote an article on how crayfish entered China from Louisiana, USA, and how an invasive species came to the table during the Spring Festival this year. Here, Brother Han will not dwell too much on the development of crayfish, and will not talk about the so-called biological and chemical weapons of the year. However, the famous invasive species have become miserable creatures that can only survive by breeding in China.

Then, let's discuss why crayfish can become a super online celebrity that attracts countless people. When it comes to crayfish, I believe everyone has a feeling that it is a seasonal creature that comes out in summer in winter. 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?

Brother Han believes that crayfish's popularity is mainly due to its natural online celebrity attribute:

First, it has super social attribute. Crayfish was a standard cyan when it was raw, but after it was cooked in the current period, it turned into a stunning big red because of astaxanthin. This color is definitely a kind of outstanding food among many foods. Although it is a photographed dish, crayfish is definitely drop-dead gorgeous. Imagine how shiny it is, and the red crayfish lined up against various seasonings such as pepper and pepper. It is so tempting, which led to crayfish never. In addition to drop-dead gorgeous, how to eat crayfish is very particular. Although radish and cabbage have their own tastes, how to peel a crayfish cleanly is definitely the best embodiment of the boy's personal charm and ability. In addition, crayfish takes a long time to eat, but there are not many things to eat and it will not gain weight. Therefore, if girls are invited out for dinner, crayfish is often the first choice of many girls, so crayfish has become a dating channel. This kind of food is full of ritual, and I am sorry for the shrimp without a circle of 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 there are not many things to eat. Even though shrimp shells have piled up in front of them for a long time, they can directly tell themselves that "there is little meat" and "they haven't eaten much". This kind of psychology makes crayfish really have the necessary conditions for super online celebrity, because for a foodie, what can be more happy than quickly destroying food without overeating? In addition, the special way of eating 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 in today's mobile Internet world. Therefore, the food experience of crayfish far exceeds that of other so-called high-end foods.

thirdly, the unique sense of ritual in eating crayfish. In all parts of the country, crayfish seems to have become a super food to welcome the arrival of summer. Why do you say that? Because only when eating crayfish, anyone can let go of the so-called reserve, drink cold draft beer and bury their heads in shrimp. This ceremonial eating style allows everyone to remove their usual disguise and immerse themselves in the life experience of eating shrimp in large pieces and drinking heavily, so that people can really relax physically and mentally. Moreover, eating crayfish is the only thing that doesn't care whether the environment is good or not, and whether air conditioning is a powerful food. Anyway, you have already eaten a lot of sweat, and air conditioning seems to be less 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 billion-dollar super money-making outlet?

After talking about how crayfish automatically become a super online celebrity, let's talk about how crayfish+Internet? If an industry wants to explode the super outlet of investment, it often needs to have the following characteristics: First, it has the property of super online celebrity and can bring its own traffic. The second is to have diversified business methods, so that capital has more imagination space. The third is a consumption scene with strong stickiness, so that everyone has the desire to continue to consume.

Brother Han has made it very clear about the online celebrity attribute of the first crayfish. No matter what kind of social media, the night sky in summer will always be surrounded by crayfish. This ratio of online celebrity appeal to its own traffic is definitely the first online celebrity, so we don't need to discuss it too much.

The second crayfish is extremely diversified. Crayfish, which made its fortune in food stalls, did not operate in many ways at first, but because of its special processing methods, it is extremely diverse in addition to being fried and sold now. In addition to crayfish restaurants in cities that have fallen into the competition in the Red Sea, crayfish have low requirements for cooking, and the longer it takes, the more delicious it becomes, and the taste is relatively simple and easier to process, so that crayfish can enter the take-away market without fear. Moreover, the high unit price per customer and low delivery cost bring the possibility of blowout to the crayfish take-away market. Therefore, crayfish has so blatantly entered the super list of takeaways. In addition, due to the low requirements of crayfish for fresh delivery 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 consumption scene of the third crayfish is extremely sticky. How to make a product truly embedded in the scene and make ordinary people fondle it is becoming the core key to the development of the scene. Enterprises including Zhou Heiya are interested in the important role of crayfish in travel, leisure, entertainment and other scenes. In addition to the most familiar dining table, crayfish consumption scenes such as travel, picnic and entertainment can be embedded, and the target consumers of crayfish in these scenes are highly consistent, plus their own.

In recent years, crayfish brands such as prawn, shrimp in jacket, shrimp in shrimp lane, and lightning shrimp have all received no less than 1 million financing. This super outlet has set sail. As for how to make more money with crayfish, it may depend on the wisdom of more people.

viewing the world wechat from an economic perspective WeChat official account Jiang Han's vision observation ID: jianghanwiew.