Haidilao quietly "turned blue"

2022/01/1306:41:02 food 681

Highlight

"Super Color" is taking the hot pot world by storm.

Source | Hotpot Meal See (ID: hgcj6666)

Author | Wenbo

Image source | Haidilao Hotpot

Following the pink theme store, recently, Mean Jianjun discovered Haidilao Some stores have quietly turned blue.

Coincidentally, at present, many hot pot restaurants are starting to make a big fuss about "color": the pinkest, whitest, and greenest hotpots are emerging one after another.

The hot pot industry is setting off a "color storm".

Check it out! Haidilao has become "blue"

Following the opening of a pink-themed store in Haidilao in 2020, recently, Jian Jianjun discovered that a new store opened by Haidilao in Shenzhen Longgang Wanda Plaza has quietly turned blue.

Door display

/ / The overall color of the store is blue, adding a sense of technology and sophistication

At first, the main color of Haidilao is red, and the store is currently decorated The unified color system is beige, the stool is light green, and it has achieved national unity.

In this store in Shenzhen, whether it is the door, the interior booths, and the walls, including lighting, the overall tone has turned blue, with a sense of futuristic technology and Western-style sophistication.

The color of the store is blue

/ / The double/single deck adds a pullable partition,Increased privacy

Meanjian Jun found that on the basis of accompanying the dolls, more consideration was given to the privacy of dining for one-person and two-person customers, and a pullable partition was added to reduce embarrassment for people with social fears and make them more comfortable. Self-consistent.

Haidilao Shenzhen Longgang Wanda Store

/ / Interactive screen + automatic pot bottom making area, enhanced smart experience

There is a large LED interactive screen in each area of the store, and customers Wishes you want to express and words you want to say can be presented by screencasting on your mobile phone.

At the same time, there is also a fully automatic pot bottom making area, which can DIY the pot bottom, which increases the visual sense of the smart restaurant and increases the interactive experience. Technology will be the focus of Haidilao's efforts in the next few years.

It is understood that the store is a customized smart store launched to conform to the positioning of Wanda Plaza, where it is located, and it is unlikely that it will be implemented nationwide.

The pinkest, greenest, whitest...

The hot pot industry is setting off a "color storm"

In addition to Haidilao turning blue, Jian Jian Jun found that many hot pot restaurants are also "coloring" " to make a fuss.

They have already escaped from the single image of "prosperity", no longer vying to be "Internet celebrity", instead they have become "Internet fans", "Internet white", "Internet green"...

Because color can become Effective visual hammer, and a single color is always better than multiple colors.

If a hot pot brand preemptively occupies a certain color, it can not only grab the customer's first attention, but also occupy the consumer's mind faster.

Meanjian Jun defines it as the "super color" of hot pot brands, and believes that a "color storm" is blowing in the hot pot industry.

Specifically.

/ / The most popular: Jijihong Hotpot

Renewal is the proposition that many brands have entered a stable stage. Jiangxi Jijihong Hotpot, which has entered its 21st year, has changed from color to color. found the answer in .

Since last year, they have launched a new "pink theme store", from the door to the interior, from tables, chairs, benches to dining utensils, every corner and detail has been completely pink.

Ji Jihong Hot Pot Pink Theme Store

Regarding Ji Jihong 's "becoming pink", Brand Marketing Director Gu Fenglian told Jianjian Jun, "Pink represents the hearts of young girls, during the current epidemic, Some positive and lively elements are needed to stimulate consumers.”

matches the pink theme, and they also combine many young creative elements in their marketing activities, such as "Hanfu, JK , Lolita, blind box, script killing", and "Chinese Valentine's Day Pink Festival"... …to make the brand youthful from its core.

"When the first pink store opened, the number of spreads on the entire network reached more than 14 million within a month. We can feel that more young customers are being attracted, and revenue has also increased significantly."

/ / Greenest: Huopu Jiao Ma Hot Pot

When Chan Jianjun went to Wuhan for inspection, he found a local hot pot restaurant, which is full of striking green, which is impressive.

After in-depth understanding, I found that,This brand called "Huopu Jiao Ma Hot Pot" has been on the must-eat list for three consecutive years.

From the front of the door, it mainly focuses on the bottom of the pepper and sesame pot. In order to make this difference more deeply rooted in the hearts of the people, in the decoration style of the store, the color system of "melon green" is carried out to the end.

3 iterations of the store, the proportion of green is deepening

Observing the style of the store from the beginning to the present, at the beginning, the fire waterfall only used green as a small area decoration, and now in the latest store, in addition to increasing the sense of technology, Green is more rendered in a larger area.

Doors, walls, tables and chairs, drinks, even staff clothing, peripheral gifts, pepper and hemp dolls... As the store scene becomes more and more "green", the brand also occupies the minds of consumers from point to point.

Green runs through everything

This can be seen from the comments: "The bright signboard is eye-catching", "The whole decoration is green, just like the color of their peppers", "The design of the green hot pot restaurant is as if Energy supply station, modern, simple, with a sense of technology"...

/ / The whitest: 23° not too cold coconut chicken

Shanghai is synonymous with "exquisite, petty bourgeoisie", before During the study tour in Shanghai, Mean Jianjun and the students visited the "whitest" hot pot restaurant: 23° is not too cold coconut chicken .

It has been at the top of the Shanghai Coconut Chicken dish list since it opened. In addition to the taste and the earlier occupation of the Shanghai Coconut Chicken vacancy, there is another very important reason: differentiated color positioning.

When building the brand, its founders took into account the high requirements of local consumers for the dining environment, so they abandoned the common tropical rainforest wind on the market and found a new way to let the "white" vision run through it.

white cold wind

The overall decoration is full of surprises, the combination of jazz white and minimalist lines,Cutting-edge fashion is like stepping into a world of white waves.

The whiteness, unique sense of indifference and super-experience consumption make the ladies and sisters scramble to check in and spread the brand spontaneously.

Both new and old brands are changing color

Behind the spread of super symbols

In addition, Jian Jian Jun found that in the past two years, many emerging hot pot brands have paid great attention to the use of color in the creation of store scenes. For example, the "orange" of the hot pot, the "persimmon yellow" of the Shanghai Da Shixi, the "green" of Yuan Wanwan...

At the same time, some big hot pot brands are upgrading, pushing the second brand, and opening the theme store. It is also using visual colors to get close to young people.

For example, Banu Zhengzhou Haishang Store uses more white; Huofengxiang's upgraded blue-green replaces the original red and green; Jixiaoyu Hotpot is dominated by the popular Klein blue Hue...

Why do hot pot brands start to create their own "super colors"? In my opinion, there are two important reasons for this.

First of all, attach importance to the creation of social scenes, and a hot pot restaurant can capture the hearts of young people.

The hot pot supply chain is very mature, and the products are very standardized.

Based on this, Hu Chuanjian, the head of the Asian Noodles Company, told Jianjian Jun, "Hotpot is a highly social catering category. From the design point of view, the focus is on the creation of social scenes."

and "color" belongs to scene creation A striking part of the .

Secondly, "super color" is a kind of "super symbol" when the hot pot brand is spread.

In the whole catering industry, the most famous colors: fellow green, Xibei red, Banu yellow, Putian blue, etc. These are all because the brand colors are used to the extreme, and they are eventually remembered by consumers.

Like brand logos, advertising slogans, differentiated products, etc., it is a super symbol in communication.

In the era of "value for money", the unique sense of experience brought by "super color" makes it easier for customers to spontaneously "check in and take pictures" and spread the word actively.

3 points of advice

Hotpot brands have a few things to keep in mind when creating their own 'super colour'.

1. The choice of color should be consistent with the age of the target group.

For example, Banu's "Hermes Yellow" is in line with his elitist line; Ji Jihong's change from red to "pink" is in line with his desire to be younger.

2. The presentation of colors should be functional.

Asia Food Noodle Company believes that design is a functional aesthetic, "the brand concept and selling point must be visualized".

As mentioned above, the green of the Huo waterfall pepper and hemp hot pot is a visual presentation of the difference in the bottom of the pepper and hemp pot; the whiteness of the coconut chicken, which is not too cold at 23°, is related to the whiteness of the coconut milk.

3. The creation of scenes including "color" can help the product, but it cannot replace the value of the product.

The product is still the foundation of the hot pot brand in the long run.