The fast food business of Zhou Hei Ya (01458.Hk) has become more and more popular. It has not only become popular among young people, but also aroused heated discussions in the catering circle and braised food industry. It has also aroused the attention of the consumer market and

Zhou Hei Ya (01458.Hk)’s fast food business has become more and more popular. It has not only become popular among young people, but also aroused heated discussions in the catering circle and the braised food industry. It has also aroused the attention of the consumer market and the strong reaction of the capital market.

Zhou Hei Ya's new lunch box not only clearly marks "calorie data", can also help users control various nutritional indicators such as egg fat, carbon, oil, salt, and sugar according to their personal needs, and empower them with new data-based gameplay. The format that can quantitatively manage nutrition completely breaks the inherent impression that braised food products are " unhealthy".

Some people in the industry believe that if Zhou Heiya really enters the "healthy fast food" market, in a sense, it will actually be a major "break" for itself and the braised food industry.

Under the visible trend that the braised food track is gradually peaking, the "peace" of the braised food world has been broken, and the storm is about to rise again.

Even the old rival Juewei Food (603517) has publicly expressed its support and is "very optimistic about the potential of fast food in the future."

Since the growth of the braised food track has gradually peaked, Juewei has also been looking for a second growth curve.

In 2018, Juewei founder Dai Wenjun said that Juewei Food will build on its advantageous position in existing product fields, integrate outstanding domestic catering and food chain enterprises, share the dividends of food and catering consumption upgrades, and accelerate the establishment of a gourmet ecosystem.

In fact, Juewei has been investing in building a braised food-related ecology over the years. Last year, Juewei and Aman Food jointly invested in the establishment of Aman Passion Chicken, which is positioned as a cold stew for meals. It has achieved regional expansion based on industry chain collaboration and has achieved partial procurement and warehouse distribution collaboration.

Earlier, Juewei had invested in Sichuan's Liao Ji Bangbang Chicken , Wuhan Jingwu Duck Neck's sub-brand "Wo Greedy Duck Neck", Changsha's Yanjia Spicy Sauce Duck, Fuzhou Wuzhao Food, cooked food chain Jiangsu Manguan Food and other brands related to the braised food track.

When asked whether Juewei would follow the same trend as Zhou Hei Ya’s cross-border fast food, he said bluntly, “Juewei’s main focus in the future is still on the braised food track, and it will continue to deepen its main business of duck neck and build a brand ecological matrix related to braised food. , to build the brand’s super competitiveness.”

However, relevant personnel of Juewei brand also expressed that they are very optimistic about the potential of fast food in the future. "Fast food is undoubtedly the track with the most space and development potential at the moment, because it conforms to the current era of standardization, chaining, and large-scale catering trends. Juewei also continues to make related arrangements in the form of investment, such as investing in Shengxiang Pavilion Popular fast food snack brands such as , Bawan, Manba, Zhouliuji, especially Shengxiangting, focus on the casual catering market where hot braised snacks are in high demand, forming a strong complement to the unique taste of casual cold braised snacks. There are high hopes within Juewei.

Obviously, Juewei does not intend to follow suit. Looking into the reasons, catering O2O speculates that it may be related to the current uncertainty of the future of braised food + fast food.

Although judging from the path of breakthrough growth, Zhou Hei Ya's cross-border fast food has indeed moved from the non-rigid demand track of casual braised food to the fast food market, which is more rigid and high-frequency. This has expanded the brand to some extent. market aspect.

But after all, it is just a single product trial at present. Whether it can truly get rid of the red ocean competition in the braised food arena in the future remains to be verified.

Huang Shang Huang (002695) will follow to make fast food?

As one of the three giants in the braised food industry, Huang Shanghuang has the “lowest” presence among the three. Zhou Hei Ya has a "high-end" label because of its packaging and taste. Juewei has become the brand with the “most choice among consumers” due to its scale and production capacity layout.

The impression left by Huang Shanghuang on consumers is relatively "fuzzy". But in fact, Huang Shang Huang is the earliest brand among the three giants of braised food to be launched.

Judging from Huang Shanghuang's investment strategy at the time, the brand may hope to monetize and improve performance, profits and stock prices through the strategy of "multi-brand, multi-category, multi-scenario, multi-channel, and multi-consumer group". However, because the industrial chain involved is relatively long, the effect of the "blooming" of Huangshanghuang's diversified business is not ideal.

Because of this, the Huangshanghuang brand is currently focusing its main energy on the braised food track. In 2020, the " Thousands of Cities and Thousands of Stores" strategic plan has been determined, hoping to keep up with Juewei and Zhou Heiya in terms of scale. It is reported that Huangshanghuang opened more than 1,000 new stores in 2018 and 2019.

In the second curve, Huang Shanghuang seems to have also taken a fancy to fast food snacks . According to public information, Dujiaopi pig trotters is the only snack brand that is likely to reach scale among Huang Shanghuang's many incubation projects. It currently has 11 Home store.

Recently, Huang Shanghuang did not respond in time to the interview about the Zhou Hei Ya cross-border fast food incident proposed by Catering O2O.

However, catering O2O believes that although Huang Shanghuang is aggressive in expanding stores, it is not easy to seize the market from the other two giants. In addition, Ziyan Food , which owns the " Ziyan Baiwei Chicken " brand, has also begun to seek listing. Huang Shanghuang's "Brothered Food Tanhua" status is in jeopardy. In order to avoid falling out of the "Big Three", Huang Shanghuang may make a fast food cross-border attempt similar to Zhou Heiya.

After all, Huang Shanghuang and Zhou Heiya have the same advantages in the supply chain and terminal network, and the business logic is the same. Huang Shanghuang may not want to miss this wave of dividends.

There is also the soon-to-be-launched "4th Braised Food" Ziyan Baiwei Chicken, which is positioned as an accompaniment to braised food. More than 5,000 stores sell products with more SKUs than the other three. In addition, in the past two years, they have opened a restaurant with a small number of seats. The goal of dine-in restaurants has been to move towards braised food + fast food!

Will the transformation of braised food into fast food become an industry trend?