Edit | Dawn
Since this year, many people have noticed that there is a hot pot ingredient supermarket on the side of the community, and the four or five stores in the two kilometers are opened.
If you are a hot pot enthusiast, go home every day to go home, by the \”hot pot ingredient supermarket\” in the community, the store, enter the store to find the best price, there is also a takeaway platform The call is delivered, and if you don’t leave your home, you can eat a good hot pot. I believe that you will be difficult to reject this new consumption.
But you may not think that it is a big business that has been taken at home. At the end of the capital, the head of the industry has completed 4 rounds of financing within one year, with more than 5,000 new stores in 2020, and the valuation reached 500 million US dollars. At the past few days, the \”That Bear\” of the main hot pot and fresh food, also announced the completion of millions of seed round financing. In addition, traditional enterprises such as three, Gome, Mengniu also lay out in the hot pot ingredient supermarket.
Currently, most of the hot pot ingredients in the industry are in the franchise model. As long as there are brands and a certain market size, they can earn good cash flow through joining. The difference between franchisees purchased, but also quickly expand the market. As for a single store model, many stores have over 10,000, depending on the point and business conditions, the average return cycle is between half a year to one year.
There is market demand, there are verified business models, one-time, hot pot ingredients, traditional hot pot companies, food retail brands have followed the air. But rushing to the horse, walking almost the same road, so that most hot pot ingredients in the market are highly \”hitting face.\”
Hot pot ingredient threshold is low, easy to copy and scale, which is the cause of rapid starting in the short term, which is also the soft rib in the future. As admitted, more and more companies in the industry have judged that integration, entries that transform supply chain capabilities may become the next Costco, but plagiarism with the wind and puts a few items that are patchwork together, or will be very Fast ushered in the tide.
Hot pot ingredient store, but it is \”a face\”
Han Bing, who lives in Beijing Baisi Bay notes, less than half a year, only Baizi Bay Community In less than 2 kilometers, 4 hot pot ingredients have been opened: the pot rolls, the pot is beautiful, the pot is extravagant, infinite cattle.
She hugged a curiosity of the store named infinity cow, the boss enthusiastically introduced: \”We mainlyAll kinds of hot pot ingredients, meat, vegetables, meatballs, pot bottoms, can come to the store, or place an order in the takeaway platform, there are also discounts recently.
Four hot pot ingredients near Baisi Bay Community / deep burning photo
Enter the pot ring, the store Put a sauce, frozen meat, vegetable product, 21.8 yuan / 200G fat cavity, 16.8 yuan hot pot substrate, 4.9 yuan / 120g of potatoes, 1.99 yuan / 250G potatoes, 5.18 yuan / box assembly Vegetables, 9.8 yuan / parts of the bacteria platter.
In order to facilitate customers, there is a tofu, melon, potato, etc., etc. Even even the onion, ginger, garlic, and Xiaomi have already cut into small boxes, seasoning a small box.
said in the store: \”I bought us The ingredients will be able to eat hot pot after home after home. \”Han Bing is roughly estimated. If it is just a person to eat, 560 yuan can eat a hot pot, lower than the per capita consumption level of most hot pot restaurants.
In-pot ring shop
It is worth noting that several hot pot ingredient supermarkets look surprisingly similar. First, on the name, the pot ring is expected, Pot beauty, the pot is extravagant, the store is in the brand name, \”hot pot barbecue ingredient supermarket\”; And the refrigerator, even the in-store decorations have the same \”hemp rope\” in half; in addition, the ingredients provided by the stores seem to be different.
Pan luxury store
Franchise store, the store has a headquarters authorized trademark, while the pot is beautiful, the food is the hot pot ingredient store in Gome. The pot ring has been run for a year, and the pot luxury and pot beauty are all opened in September 2020. However, the infinite cattle has not been a month.
Follow the guidance of the clerk, Han Bing joined the pot of the pot, and the other party said they already have 8 two or three hundred people. WeChat group, every day, will send food in group. Unlimited cattle has just started to operate community, and the community members are less than 100.
\” Meat headquarters is shipped, vegetables are prepared by our own, I sometimes use the US group to buy dishes, etc., I can buy some food, a price increase of 0.5-1 yuan. Sell \u200b\u200bdirectly. If the vegetable class does not make money, it is to keep the guests and ensure that what he wants. \”Guo Fengying said.
Guo Fengying used to open the Hardware store. In September last year, it entered the hot pot ingredients in the field. In order to save things, she chose the brand to join.\” Headquarters in addition to helping us decorate the store Good goods, also give us the US group and shake, put our store’s information to the 3 km of the people around, and take the passenger flow to the business.
For more than half a year, she has been familiar with this field. About 30% of their stores are purchased by themselves. \”Our company is not in Beijing, management is not so Strictly, the pot ring is headquartered in Beijing. I heard that they will come to the store every week, and ingredients outside the headquarters brand are not allowed.
The business is not bad, but Guo Fengying has a new idea: \”I want to open a store to sell hot pot ingredients, directly open hot pot shop, I have basically mastered the goods The channel, I also contacted a lot of manufacturers. When I opened, I didn’t join, and I will change my brand. \”
Head players financing four times in one year, the style of the style is crowded
Hot pot is a trillion market, 2020, hot pot becomes a catering industry One of the most popular investment tracks, among them, Babu Mao’s hot pot, self-suction pot, lazy hot pot, etc. I have got tens of thousands of investments. But have always, the home of hot pot business is in the hot pot restaurant.
In recent years, young people have been lazy to cook or do not cook, \”lazy economy\”, \”home economy\” is prevalent, leading to delicious, more convenient than taken, more than Chinese food \”at home Eating hot pot \”has become a convenient, economical and fashionable consumption method.
The\” China Hot Pot Category 2020 \”is shown, the hot pot trading occupies 2020 The position of the order quantity and transaction volume on the third – September line, the keyword search personnel exceeded 18 million.
In fact, when such a business is in-line, The capital first step has already gone this market.
As early as 2014, Henan brand \”Pot is convenient\” is a hot pot ingredient brand, the main hot pot experience store, hot pot ingredient supermarket and The fire pot takeaway. It is also established in Henan, the potion of Henan, the push this business is pushed to capital and market, and triggered the industry.
The pot ring is established in 2017, and there are 1,500 stores in front of the company. In August 2019, the pot circle food removal announced the $ 45 million of A round financing that was not confusing. In October 2019, I got a 50 million yuan financing from the three full food, not confused.
The arrival of the epidemic allows the business of the pot ring to infiltrate. In February 2020, the pot ring removal announced 50 million US dollars in B-round financing from IDG capital, not confusing, and then in July 2020 after 5 months, the company announced the completion of the Capital. , IDG capital, 60 million US dollars, 50 million US dollars, valuation of $ 500 million.
First-line investment agency entry, completed 4 rounds of financing within a year, with a total amount of 1 billion yuan, and even the industry and even the pot rumor consider 400 million US dollars. IPO’s news, but the pot is rumored: \”IPO rumors are not true, the company IPO program is inconvenient to disclose.\”
Under capital booster, the pot ring is declared, 2020 The year has increased 5,000 stores, covering 327 levels, and will be available in the next 3-5 years. The hot sought after the capital and the rapid expansion of the offline, let the pot ring have a new \”net red\”.
Then the adventures of the convention make this competition in this track into white heat.
Cooker hot pot food supermarket, natural 馋 hot pot ingredient supermarket, Sichuan Xiaobing hot pot barbecue ingredient supermarket, Ding HSBC hot pot ingredient supermarket, my pot hot pot ingredient supermarket, hot pot story hot pot ingredient supermarket … countless hot pot ingredients appear in various neighborhoods in the city. The boxed horse has registered \”box horses\”, starting online hot pots, 3-minute \”take-away home\” service in 2019.
The new bureau is still increasing. On February 1st, Shanxi That Bear Technology Co., Ltd. (hereinafter referred to as \”That Bear\”) announced the completion of millions of seed round financing. Founded in November 2020, That Sabee declared a fresh station to the home service.
In addition to dedicated hot pot ingredients, traditional hot pot companies and integrated retail brands are constantly incorporating hot pot ingredients. Nine products, Sichuan Dinghui, lazy bear hot pot also have joined the track, three, Gome, Mengniu and other enterprises are also in the 2020 cross-border layout hot pot ingredient supermarket, and Haidi fishing and Xiaolongkan and other brands already in hot pot. A large number of consumers were captured.
The sky-eyed app data shows that there are currently more than 5,300 people in my country.Enterprise name or business is included in \”hot pot ingredients\”, \”hot pot supermarket\”, \”hot pot takeaway\” hot pot ingredients related companies, nearly 60% of hot pot ingredients related companies were established in 1 year. In 2020, nearly 3,400 related companies related to my country’s hot pot ingredients were 216% year-on-year.
A vigorous hot pot ingredients have been in battle.
At home, eat hot pot, pseudo demand or good business?
Many people will be confused, the hot pot ingredients are separated by meat, vegetables, etc., is not a scarce, vegetable market, comprehensive supermarket, and even convenience stores can buy Can these things come out to make a business alone?
Currently, the cost performance and professionalism is its relatively significant advantage. In terms of the donor diet, the average price of its store is 40% cheaper than the traditional supermarket, which is 10% -15% lower than the farmer’s market. At the same time, hot pot ingredients and takeaway compared to the vegetable market, it looks cleaner, safe, and the supermarket ratio, they do more professional, the categories are also more complete, meet the one-stop demand in the field, consumption experience Also.
Investing in a hot pot ingredient brand, the industry is involved, the industry is brought by individual companies such as the calendar, such star projects frequently financing, rapid development, and natural meeting Have a tide.
\”The product we have been investigated is customized to the factory. Most products have realized single product single plant. This area is the supply chain driver, once the supply chain The barriers are high, and the head brands have already had a strong scale effect and brand effect. Many brands on the market are everywhere to grasp the goods platter, fraud the franchise fee, they will be dead. \”Yuan Tell deep burning.
In his opinion, the industry may compete is a listed company to fever or sea fishing, but he believes that these two have turned over two business, defeat The head brand of the industry is still difficult.
So, what is the business of the hot pot ingredient store?
Franchise store owner Guo Fengying told Shenman, she opened the store to invest nearly 400,000 yuan, of which the rent was 120,000 yuan, and the franchise fee was 188,000 yuan. Headquarters is responsible for the decoration, shelves and Freezer, refrigerator is also driving, the first batch of goods will take about 100,000 yuan.
\”Our water is about 3,000-4000 yuan a day, the gross profit margin is about 30%, and the average daily net earning more than 1,000 yuan is no problem. Our brand has a Yanjiao joining Store, business is very hot, more than 10,000 water per day. \”Guo Fengying said.
In fact, the retail of the hot pot ingredients becomes a separate business, the reason behind is The mainstream consumption group of the hot pot is young, this group is generally love to eat hot pot, not good at cooking, and the hot pot ingredients are not high, can be normalized. For the company, the industry’s threshold is not high, but the franchise fee, the ingredients, and financing can make them see good benefits.
Long-term investor in the long term, Yuhang, Yuhang, is analyzed, doing hot pot ingredients, first franchise mode will make cash flow very well, the second joining can be stored quickly, and the company can do Your own brand. Many hot foods are all kinds of categories without brands, such as numb, frozen, as long as their own brand exposure is enough, these things can get the business super, convenience store, online to sell, and make money. There are a lot.
However, the problems faced by the industry are not small.
The first is the supply chain ability, and there is a powerful supply chain to ensure cost-effective ingredients. This is the most fundamental advantage of hot pot ingredient stores; in addition to this competition overheat The company’s single-store model may be poor, the boom has passed, and the changing tide is not far away. After all, whether a region can support a number of hot pot ingredients, or an unknown; in addition, the company’s management is also a problem , Franchisee private products, will not continue to join after the contract expire, and it is also a challenge.
Investors Li Jing pair pointed out that family kitchen standardization is a big trend, hot pot ingredients are the largest consumer scenarios in the standardization of kitchen, which is easier to accept in hot pot. The scene is cut, it is a smart choice. At the same time, \”Hot Pot is also the lowest scene of barriers, because it is more standard, there will be very many opponents come in, so a simple hot pot ingredient store I am not optimistic, the enterprises in the future may have to be a kitchen standardization, such as preform Who can keep product R \u0026 D capabilities and supply chain capabilities in this process, and it will be very chance. \”
Currently, the entire track from the store to the product, price, packaging They have been highly homogeneous stage, and consumers have not yet formed brand loyalty. China Food Industry Analyst Zhu Dunong Analysis: \”The key conditions of all players are to see the ability of branding, scale, capitalization, and the integrity of the supply chain will determine the success or failure of hot pot ingredient retail enterprises. It is also a competitor. It is difficult to copy a short time. \”
* The question map comes from vision China. In response to respondents, Wen Zhong Han Bing, Guo Fengying, Yuan Chang, Yuhang, Li Jingyi is a famous name.