12.11.2020
Guide : The same is fast food reprocessing, why does the snail noodle shop live better?
This article is 1987 words; it takes 6 minutes to read; reading suggestion: first collect and then read
once a year and double eleven, the most popular this year except for sanitary napkins, is to count snail powder. Since the pre-sale of
on Tmall Double 11 a week ago, the sales of snail noodles on Taobao and Tmall have increased four times from the previous month, occupying half of the top 20 fast-selling products.
A manufacturer of Liuzhou snail noodles said that the stocks prepared one month in advance were sold out within three days.
not only sells well online, but also offline snail noodle shops are also taking root in more and more cities without knowing it.
01
savagely growing snail noodles
was about to order a takeaway for lunch, when Xiao A suddenly discovered that a new snail noodle shop was opened near the company. A snail noodles enthusiast who was originally a fan of snails immediately placed the order with passion. , I received a steaming snail noodles with vegetables and half a marinated egg.
The little A who had lunch was still unfulfilled, so he opened the takeaway software again, and was surprised to find that there were many snail noodle shops near the community where he lived.
Since then, Little A no longer regularly stocks a pile of snail noodles on the Internet. As long as he wants to eat, he can order takeaway.
"When you buy snail noodles, you have to cook them yourself. If you want to eat more abundantly, it is even more troublesome. It is much more convenient to order takeaway. The price is not far from that of online shopping. You don’t need to wash the dishes. As a contemporary single youth, the two are compared I know who is more suitable for me."
There are many young people with the same mentality as the small A. According to the data of Meituan Dianping, the snail noodles were selected as the sixth most popular small dish takeaway order.
Don’t underestimate this sixth place. You must know that before 2017, when looking through the corners of the city, I’m afraid I couldn’t find a few restaurants selling snail noodles. Now, enter it on Dianping "Snail noodles", you can see 530 different signature snail noodle stores.
In fact, like many young people living in Chengdu, although Xiao A claims to be a fan of snail noodles, he really started to eat noodles last year, and most of them did not eat noodles in offline stores. Experience. When reading sir,
received a surprised message from a friend, “I actually opened a snail noodles where I got off the bus! I always thought that this thing is just like instant noodles, I can only cook and eat at home, but I didn’t expect to open a shop. "Z3z
But there are also diners who are not optimistic about the future of offline snail noodle stores. They think that snail noodles stores are similar to the instant noodle canteens that were once all the rage and quickly withdrawn from the market. Consumers can make them at home. Go offline to eat fast food? Z3z
is just a catering person with this idea, I am afraid that they have overlooked the essential difference between the two, that is, instant noodles themselves are low-value fast food, no matter how the instant noodles canteen is packed, it looks "puffy" ; Z2z
and the original snail powder itself is a street snack.
02
The road to offline expansion of snail noodles
Phase one: the fame is blown out, but the shop opens. There are three noodles in Guangxi, Nanning old friend noodles, Guilin rice noodles, Liuzhou snail noodles, the three are just like Sichuan rice noodles, Beijing The braised cooking, blooming everywhere in the city where it is located.
But before 2012, the snail noodles were still “sprouting from the land”. Few people knew about it after they left Guangxi, let alone famous all over the country.
In 2012, the first season of the phenomenon-level food documentary "China on the Bite of the Tongue" was broadcast. Snail noodles and Liuzhou sour bamboo shoots went abroad together. This is the first time for people outside Guangxi to know this unique Liuzhou snack.
During that time, Liuzhou snail noodles ushered in a small outbreak period. Many foreign catering people hope to take advantage of the influence of "Tongue" to bring snail noodles to cities outside Liuzhou.
Ni Xiaoyang, the president of Liuzhou Snail Noodles Association, is a chef. In 2003, he founded "Weizhifang"-a late-night snack food stall that also sells snail noodles.
"Business was very good back then, especially in 2014At the time, we could make 270-290 tables a day. Many people wanted to join us, but we didn’t understand franchise chains, so we missed a lot of opportunities. "The problem of
's uncertainty about joining is just one of the reasons. The special and strong smell of snail noodles has also become a stumbling block that hinders them from going further.
Until now, news about snail noodles shops complaining that the snail noodles are too irritating to the people has been complained by nearby residents. It happened, let alone a few years ago. At that time, many shopping malls directly “say no” to snail fans.
Phase 2: Online backfeeding and offline
If this continues to develop, the snail fans may be out of the circle, but It was only in a tepid situation, like all the local snacks that had been on "Tip of the Tongue", it slowly fell silent. Fortunately, things took a turn for the better in 2014. Z3z
benefited from the development of food industrialization at that time. The first batch of merchants who tried to sell bagged snail noodles appeared on Taobao. Taobao, which paid attention to the sales data of Internet celebrities in this region, began to drain Liuzhou snail noodles.
In 2015, a mutton noodle, hot and sour noodle, and old friend noodles The conference that I dare not even think of-the snail noodle industry development conference was held in Liuzhou. The development concept of "industrialization, standardization, branding, and scale" of Liuzhou snail noodles was put forward for the first time, and the mechanized production and e-commerce debut of Liuzhou snail noodles Z3z
In this year, the daily sales of Liuzhou snail powder e-commerce reached more than 60,000 bags, an increase of 600% year-on-year. In 2016, the daily sales increased by 3200% year-on-year.
After this, the snail powder became prosperous year by year. The taste of various celebrities and Internet celebrities made consumers who have not tried snail noodles feel itchy.
During the epidemic this year, snail noodles were sold out of stock for a time, and various hot searches continued, and food giants also They have begun to catch up with this trendy train.
▲KFC, Xiangtianxia, Wuling Hongguang, and Want Want have launched their own snail powder products
, and the online boom has further fed the development of offline snail powder stores.
Now, snails Fans want to open stores in cities outside Guangxi, and no longer need to go to Liuzhou to learn from local experience, or to seek franchise, in a universal treasure, from soup to rice noodles to yuba sour bamboo shoots, everything is available.
and A mature take-out market is also one of the favorable conditions for snail noodles to spread across the country. In the eyes of consumers, take-out snail noodles are like Lanzhou Ramen, Braised Chicken Rice, Shaxian Snacks and other cost-effective chain snacks, which are convenient and cheap.
You need to open the takeaway software to place an order. The riders can deliver a bowl of spicy and fresh snail noodles to the door within half an hour. The rice noodles covered in red oil are often accompanied by yellow-petaled rape blossoms or Vegetables, sour bamboo shoots, yuba, and peanuts do not fall off.
In contrast, it is not so convenient to cook a bowl of snail noodles by yourself: the ingredient of snail noodles is powder, which determines the noodles. Basically, it must be cooked for enough time and energy; although
has a stronger taste than instant noodles, it still has a single taste, which is a reminder for people The choice space provided is too low; the price/performance ratio is not high, a bag costs 10 yuan, which is almost the same as the price of a takeaway...
is also the reason, after Xiao A found out that the snail noodle store opened near the community, The bagged snail powder was completely discarded.
Generally speaking, although snail noodles are from an Internet celebrity, they don’t have so many bells and whistles that can be created compared to the instant noodle canteens that were once all the rage. They are smelly and simple. The store + take-out approach is also better. Acceptable.
Do you like to eat snail noodles?
chanting going on in the comments section ~
author: Read sir
