The "heterogeneous" Haidilao in the catering industry has a new way to play.
Today, Tanabata, a variety of new peripheral products will be launched, focusing on lipsticks that are "spicy, will become the focus".
also launches earrings, pillows, canvas bags and other peripheral products, plus the theme activity of "About "painting" romantic planet", as well as the original catering consumption scene. It seems that Haidilao intends to contract everyone's "Chinese Valentine's Day".
A nail shop that was delayed by hot pot
Haidilao has launched a variety of new peripherals this time. According to insiders, the launch of each product comes from Haidilao’s daily service scenarios and is continuously upgraded through product upgrades. Provide more professional services.
Take makeup as an example. Haidilao’s nail service has long been famous, and even jokingly called the nail shop delayed by hot pot; Haidilao’s bathroom was once called a “luxury dressing room” by netizens, with eye shadows, makeup brushes, and beauty. Makeup eggs, eyebrow trimming knife... everything is available; more stores have launched a "female makeup kit", which contains matchstick lipstick, blotting paper, makeup remover and other makeup products, which have received a lot of praise.
The Haidilao lipstick launched this time is a professional customized product launched based on insight into customer needs and combined with Haidilao's own characteristics and advantages. For example, "Hongyan·Jiao", "Summer·Fan", "Yellow Flash·Ginger" and other color numbers are positioned corresponding to the food and beverage ingredients.
Since the launch of lipstick in 2018, cross-border makeup has become a trend. It is reported that, in order to create its own characteristics and highlight differentiation, Haidilao lipsticks mainly feature "plant color + lasting moisturizing". Combined with its own catering consumption scene, it puts forward the slogan "Spicy, will become the focus", and then formed "using ingredients as pen , Painting on the lips" beauty concept.
Diversified surroundings break through the imagination of catering services
As can be seen from the many actions of Haidilao, it is always breaking the boundaries and breaking traditional catering practices. The peripheral products launched this time also continue the unusual style of Haidilao.
For example, the "hot wind" Haidilao pepper earrings, the theme canvas bag of "See you in the pot", and the theme oil bag of "Shen Ji Miao Shabu". There is also a breakthrough multifunctional pillow, which breaks through the imagination of ordinary pillows. It is flexibly disassembled and can be installed and kneaded. It embodies the distinctive feature of Haidilao hot pot that "everything can be washed".
Grab the "Generation Z" and look for the future of dining
From the main "spicy" lipstick, the uniquely shaped pepper earrings and lo-noodle earrings, the theme canvas bag of "Happiness in the pot", and "God" The theme oil bag of "Jimiaoshun", the multifunctional pillow in the shape of hot pot, and the theme activity of "Romantic Planet" show Haidilao's determination and efforts in meeting the needs of "Generation Z".
" Z generation " means born between 1995 and 2009.
According to the "2021 China Food and Beverage Industry Digital Research Report" released by Ernst & Young (China) and China Chain Store & Franchise Association (CCFA), among the catering consumers, the younger generation has become the new main consumer group, among which the post-95 generation is particularly prominent , Has become the largest age group of catering consumption by 2020, contributing nearly 40% of total catering consumption.
Unlike post-80s and post-70s consumers, post-90s consumers, especially post-95s consumers, pay more attention to the richness of experience, not only the taste and ingredients, but also the fun is the key for the younger generation to decide the catering consumption scene , The more it can attract consumers in terms of personalization, the more it can capture the hearts of the younger generation in specific scenarios.
The reporter learned that from the perspective of Haidilao, new consumer demand has promoted the reform of the catering industry. In the context of consumption upgrades, the new catering is developing in the direction of comprehensive upgrades in aesthetics, brands, consumer experience, and products. Relying on product upgrades alone is far from being able to meet the needs of consumers, and even less able to obtain support for longer-term development when the "Generation Z" has gradually become the mainstream consumer group.
may be aware of this. Haidilao made a layout early, and continued to make a fuss about the depth and breadth of the industry chain. With the catering theme of “eating” as the core, it continued to expand the scene around the needs of consumers. extend.
For example, aware of changes in consumer tastes, Haidilao quickly launched craft beer in 2017, and then successively launched its own brand beverages such as yogurt, lactic acid bacteria drink, sparkling water, and surrounded by hot pot ingredients, tripe Developed snack products. Even Haidilao’s official WeChat official account changed its headlines every week. It was all about sharing food practices, and was dubbed by netizens as "the most intractable hot pot official account in history."
[Reporter] Li Jie
[Author] Li Jie
[Source] Southern Press Media Group Southern + Client
Source: Southern +-Create more value
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