Grab the winter window and make a “flow entry type” product and experience.
Boxma has cast an ammunition on this highly competitive hot pot market.
On October 17th, just one week before the frost, the box horse president Hou Yi personally brought the goods on the micro-headline, revealing that the box horse is about to launch a special hot pot product, and said that it contains more than one thousand kinds of dishes. At the same time, the price is only half of the average hot pot restaurant.
On the morning of the same day, Boxma reported the opening ceremony of the “Box Festival Thousands of Pots” at Shanghai Xingbao Store and announced that the box horse hot pot was officially launched. The business covers more than 170 stores in more than 20 cities across the country. Taking Beijing as an example, there are currently 27 fresh food stores in Boxma. Although it can not be covered by the whole city, it can cover most areas of Beijing City with the calculation of the three-kilometer distribution area. All the distribution areas can order hot pot takeaway.
For the majority of the people, the best way to warm the stomach in autumn and winter is to have a delicious hot pot. And the market value of 100 billion hot pot industry, box horse also wants to share a piece of it.
Image Source: Box Horse Public Number
Leap into the Red Sea Market
The scale of China’s catering market has exceeded 4 trillion yuan at the end of 2018, of which the hot pot market has reached 480 billion yuan. In 2017, hot pot has a share of up to 13.7% in the segmented food category, and in 2018 it still maintains more than 10%.
Data source: National Bureau of Statistics, Ai Media Consulting, CITIC Securities Research and Development Department
The hot pot take-out heat is also high. Haidilao is the first company to launch hot pot take-out. Since 2010, it has started to take out the business. In 2018, the take-out revenue exceeded 300 million, and it has increased by 41% since the 2019 half year. Fresh E-commerce Company launched a hot pot category a few years ago. The box horse chooses to join the battle at this time, and needs some methods to come up later.
Entering the box horse App can be seen, currently Box Horse will be hot pot takeaway into the food and snacks, and named “Fire”Yangjiang Lake”. Users directly enter the hot pot in the search box will also jump directly to the corresponding interface.
Image Source: Box Horse App
The coconut chicken two-person meal is only sold for 99 yuan / share, and the recent special price even reached a low price of 78 yuan. In addition to the bottom of the pot contains half a chicken and ingredients. Compared with the public comment, the price of 150 chickens per capita in Beijing is even lower than half.
The main customers of Box Horse are concentrated in the young group after 80s and 90s. In this online business, the four characteristic tastes sought after by young people are introduced for such groups, which have regional characteristics, and the displayed pages and prices are also different. There are four flavors of Chaoshan Beef Pot, Hainan Coconut Chicken Pot, Beijing Yangzizi Pot and Thai Style Winter Pot in the distribution area. The Sichuan-style hot pot with the largest market share in the hot pot is currently not online.
Boxma tells that its current specialty products based on local tastes, such as the Yangzizi hot pot in Beijing and Yueshengzhai, will not display the taste when the address is switched to Chengdu.
Another feature of younger groups may be “lazy.” If you don’t want to suffer from the combination of ingredients, you can also directly adopt the official recommendation menu, and buy the ingredients with the bottom of the pot. For example, the “official match” of the Chaoshan beef pot is the variety of beef in New Zealand.
In the distribution of hot pot business, relying on the box front and rear warehouse mode, you can reach the inner warehouse for ten minutes, delivery for twenty minutes, and three kilometers for 30 minutes. Compared to the promise of 90 minutes of sea fishing, Box Horse has an absolute efficiency advantage.
PK traditional hot pot: the most affordable, service second
Haidaiyu and oysters are the only companies listed in the hot pot industry, and they also have their own positioning in the take-away business.
Haidilao chose to integrate the industrial chain model. Its subsidiary, Bohai, was established in 2011 to provide Haidilao’s own hot pot stores with full-service services such as procurement, warehousing and logistics. The hot pot takeaway was operated by Haihongda Company and was named “Hi Fishing”. From the Haidilao official app, public number or take-away software, you can search for Haidilao. As of October 12, there are 168 stores across the country to support take-out service.
Haidilao is always the main service, and it is no exception in the take-away industry. After selecting the bottom of the pot, even the pot, induction cooker, etc. can be delivered to the door, and equipped with a dedicated waiter, also provided in the store.People feel intimate small snacks and rubber bands and other details.
The service that corresponds to it is corresponding to the high price of its take-out, the pot does not charge a deposit, but it needs to pay a return fee of 50 yuan, and the delivery fee is based on the distance of the store. Up to 29 within five kilometers. A good 2-3 person package with a pot will cost a total of 407 yuan, which is higher than the average in-store dining. For most consumers, it can only be an occasional luxury takeaway. Besides the price is expensive, in the delivery time, Shanghai can only do 60 minutes within 5 kilometers, 90 minutes within 10 kilometers , for the urgent need to eat a hot The people in the hot pot seem to be taking some time.
Feeding and feeding in 2015line. can also be accessed from the official public number and takeaway software. Its take-out is still dominated by civilians and popular routes. Working with the takeaway platform on delivery, but 3km still takes about 50 minutes time, a two-person meal will eventually cost 127 yuan. At present, the service also provides a shabu-shabu, but it is necessary to pay a deposit of 350 yuan by the diners. After the use, the courier will pick up the deposit for free. Its take-away business is much more cost-effective than Haidilao, but it still takes a long wait.
Obviously, sea fishing and feeding in hot pot takeaways want to bring consumers the same experience as in the store. Box horses are very different from their takeaway ideas. As a fresh platform, they serve young people who want to eat at home and are tired of picking ingredients or blending the bottom of the pot. Their customers There is cooking ability and willingness.
There is no service for the pots at present, and the reverse logistics costs caused by the recycling pots are avoided. In the offline service, although there are tables and chairs arranged in the store for everyone to experience the special hot pot of the box horse, there are only about 10 tables in the Beijing Shilibao store, and the number is small.
The concept of Box Horse is still to create a “home-to-heart”, and more importantly, it is convenient to eat clean, cost-effective hot pot at home. Box Ma Shengsheng said that he believes that most orders for hot pot in the future are from online.
There are ways to play on fresh platforms
For a similar scenario, the competition for fresh seafood and box horses on the hot pot takeaway will be fierce. According to the understanding of , the daily fresh food has increased the topic of hot pot products since the winter of 2017, and in 2018 opened a fixed topic and channel for the hot pot category. last yearThe sales volume of daily hot pot products exceeded 70 million, which was tripled compared with 2017. It is expected that the sales of the whole category will exceed 100 million yuan this year.
Unlike the box horse, the daily specials did not launch an exclusive hot pot base, but gradually cooperated with the famous hot pot brands. “Consumer’s acceptance of hot pot is derived from the offline, so it has a strong brand recognition for hot pot bottom material, and it is generally more recognized by the brand’s hot pot bottom material, but daily fresh does not rule out the launch of its own brand pot in the future. The possibility of the bottom.” The daily fresh reply said.
There is no such thing as a singularity. I also buy a dish of hot pot, and in its small program, it is named “hot pot is coming”. 叮咚 From the end of 2017, we started to launch marketing activities on hot pot ingredients, but the distribution area of the platform is currently limited to Shanghai and surrounding areas.
Information comes from web gathering
The difference between Box Horse and the two platforms is that it creates an offline experience, such as putting some special tables in the store, but the official also said that the offline is mainly based on experience, and the hot pot business will be more focused. On the user.
It is certain that the special items that Box Horse first launched can capture the eye of some young people who are pursuing freshness and successfully enter the market. But the competition of these fresh platforms will eventually return to the overall competition of supply chain capacity and distribution efficiency.
The winter and summer seasons are the traditional peak season for takeaways. Grasping this window to make a “flow entry type” of products and experiences will definitely add value to the user’s stickiness and brand mentality. Who is more able to enjoy a delicious hot pot at home, who has the opportunity to become a big winner in the winter.
The header image is from Pixabay