I opened a bowl of self-heating hot pot and found that the happiness of a single dog is so simple.
Editor’s note: This article is from the WeChat official account “Blue Whale Muddy Water” (ID: hunwatermedia).
Author | Xue Fuchen
Edit | Li Tongtong
General content planner | Guo Nan
In the fast-paced contemporary life, there are people who don’t like to socialize with people in shopping, dinner appointments, and karaoke, but prefer to do these things alone.
Shopping alone, singing alone, watching movies alone. Even eat hot pot alone.
With the continuous expansion of the single economy, merchants have a precise insight into the consumer preferences of this group, and the self-heating food category has become more abundant.
There are self-heating claypot rice, self-heating Mala Tang and even self-heating stinky tofu hot pot and other related foods on the market.
With the popularity of e-commerce live broadcasts, various self-heating hot pots frequently enter the celebrity live broadcast rooms, gaining great traffic exposure.
As a consumer, have you been planted with self-heating products? What is the reason that self-heating hot pot is so popular among single dogs?
The self-heating hot pot industry is “hot”
In recent years, self-heating convenience foods have been widely used and easy to operate, which are favored by many consumers. Moreover, the industry as a whole is growing rapidly, and the market scale will be further expanded in the future.
Data source: Compiled by China Commercial Industry Research Institute
The continuous explosion of self-heating food has become a driving force not to be underestimated in the instant food industry. Self-heating hot pot has become the “handle” in fast food products.
According to Taobao data, we learned that only on Double Eleven in 2018, self-heating hot pot sold 4530,000 copies. In February 2020, self-heating food ranked second among hot-selling products, second only to instant snail noodles.
There are already more than 300 brands in the field of self-heating hot pot.
Inventory of current mainstream self-heating hot pot brands
Xiaolongkan, Dalongyan, Haidilao, Little Sheep, Laochengnan and other classic hot pot IPs, their self-heating hot pot products are opening up new consumer markets through their own influence and traffic.
Relying on its own brand influence and the resource blessing of traditional enterprises, Haidilao Zire Hotpot has broadened its online sales field while rapidly opening up offline sales channels. As of the end of 2019, Haidilao has more than 2,000 distributors nationwide for self-heating hot pot.
From the perspective of current market sales and popularity, there are also new brands focusing on self-heating food such as Zihai Pot and Mo Xiaoxian, who have gained popularity in a short period of time and have become the top self-heating hot pot brands.
ZiHao’s main specialty is Sichuan-style spicy hot pot. As soon as it went on the market in January 2018, it created the effect of “Half of the entertainment circle is eating ZiHao” plus the implantation of TV series and e-sports events. The sponsorship cooperation and other methods of this self-heating hot pot “bring your own traffic” also quickly appeared in the eyes of young people.
In 2018 and 2019, the sales volume of Zihai Pot on JD.com was the top of the 618. During the epidemic, Zihaiguo’s order volume increased by more than 200%.
“Mo Xiaoxian” focuses on the high cost performance of self-heating hot pot and impresses consumers with prices lower than other brands. Its signature butter self-heating hot pot has monthly sales of 150,000+ on Taobao.
Despite a late start, Mo Xiaoxian’s revenue exceeded 400 million yuan in just three years, and sales during the epidemic increased by 400% year-on-year. On May 15, Mo Xiaoxian received tens of millions of A round of financing, exclusively invested by Jinding Capital.
Some brands have also introduced self-heating hot pot while broadening their categories horizontally. For example, brands such as Netease Yanxuan, Liangpinpu, Master Kong, and Weilong have also launched self-heating hot pot.
Weilong self-heating hot pot
These self-heating hot pot brands also focus on content operation while branding.
More and more celebrities, KOLs bring goods, and short video placements have attracted the attention of many consumers, which also broaden brand influence.Loudness.
With the increasingly fierce competition for self-heating hot pot, how top brands can withstand the impact of other brands, how to maintain their dominant position, how emerging self-heating hot pot can take advantage of current trends to advance to the forefront, and gradually become what every brand should think about problem.
How does self-heating hot pot kill blood in the single market?
“Self-heating”
The so-called “self-heating” means that it can be heated without plugging in and without firing. The heat source comes from the heating pack. During use, put the food on the upper layer, put the heating pack on the lower layer and add cold water to heat it. Wait ten Serve in minutes.
The current self-heating hot pot contains not only vacuum-packaged ingredients, heating packs, but also bottom materials and matching tableware. Attached with detailed operating procedures, to ensure that consumers can enjoy a rich meal anytime, anywhere.
Low prices, small portions, and more choices have become the criteria for consumers to choose self-heating hot pot.
“Self-Hi”
Flicking short videos, chasing drama has gradually become a “self-heeling” daily life for singles. According to survey data in 2018, the single population in my country has reached 260 million, of which more than 77 million adults live alone.
As the pace of life accelerates, work pressure increases, and social time is constantly compressed.
More and more young people are more willing to stay at home on weekends and holidays to give themselves a quiet space. The rise of “one-person food” has also made more and more people feel relaxed.
For a single person, it is often embarrassing to eat a hot hot pot by yourself, and the emergence of self-heating hot pot has just solved this problem.
The self-heating hot pot eliminates the time of waiting in line and the tedious cooking process. It can be eaten with a simple operation and does not even need to wash the bowl. This is a boon for single dogs and is also attractive Everyone planted grass.
The self-heating hot pot is also a good choice when traveling. It not only saves the time and space of preparing various ingredients, but also allows you to enjoy a delicious meal during the long journey.
“Advertising and Marketing Routines”
You can often see self-heating hot pot in many popular TV series and variety shows.
Zhihai pot appeared in the movie “囧Mom”
Self-heating hot pot is also a frequent visitor in the live broadcast room with the anchor on the head.
At the same time, due to the impact of the epidemic this year, many offline restaurants have shifted their focus to online, and the long-term home isolation of the general public has also boosted the popularity of self-heating hot pot.
The single economy is “alone consumption”?
“Generation Z” single dogs are exploding with huge consumption potential
A few years ago, the “single aristocrats” are now “single dogs”, showing that the single group is expanding. With the increasing number of singles, the single economy has become a new consumer power.
Fast food products and other new forces suitable for consumption by single groups have also risen rapidly. Single consumers have more special consumption characteristics:
1. Pay more attention to social media.
Single people are extremely dependent on social software, and they often follow the current social media videos or articles before choosing a product.
2, tend to focus more on speed rather than price.
When selecting products for online shopping, singles will choose products based on the length of delivery time.
3. The acceptance of new consumption methods is fast.
Single people are more capable of accepting new things, and are also willing to try various new consumption methods, such as voice ordering and face scan payment.
As the single population expands, the one-person diet has become a popular trend.
Many restaurants have “isolated” eating spaces for one person and one table. Coupled with the impact of the epidemic this year, many consumers pay more attention to the sanitary conditions of the dining environment. Therefore, this partitioned space not only ensures the sanitation of the dining environment, but also adapts to the consumption rhythm of single groups.
Internet celebrity “eat for one” restaurant
The home appliance industry has also precisely captured the needs of single groups. More and more “mini home appliances” have emerged at the historic moment and are favored by single groups.
Household appliances such as mini breakfast machines, rice cookers, juicers, vacuum cleaners, etc. not only save time and space, but also improve the quality of life of singles.
Mini rice cooker and mini refrigerator
Open all major e-commerce platforms, and a wide variety of home appliances suitable for single groups.
It can be seen that what the single group consumes is not “loneliness”, but a more refined life. For the high acceptance of new shopping and new consumption concepts, they are pursuing a more convenient and efficient life. This consumer power has also begun to influence the direction of the new consumer market.
The special market environment in 2020 will not only give birth to a variety of new consumer brands, but also intensify competition in the industry. We will wait and see how long the explosive products and consumption methods can last.