Source: Hong Catering Network
Author: Yang Lilin
On August 13, at the "2020 China Catering Marketing Power Summit and China Catering (Category) Top Ten Brands Award Ceremony", the "2020 China Catering (Category) Top Ten Brands" was officially announced.
The braised flavour category, which has performed very well in recent years and has also rated the top ten brands, which has once again sparked heated discussion. Who are the top ten Chinese braised food brands in 2020? What is the current pattern of the braised food market? What are the new trends and ways to play in the future?
According to statistics, in 2019, the retail scale of China's braised products industry reached 110 billion yuan, a year-on-year increase of 20%. It is estimated that in 2020, China's retail sales of braised products will reach 123.5 billion yuan.
When braised food retail is booming, braised food catering has also become a popular track for catering people to invest.
According to Hongjue.com, as of now, braised food has produced three listed companies: Juewei Duck Neck , Zhou Hei Ya , and Huang Shanghuang. Ziyan Baiwei Chicken is also on the market.
In addition to the "four giants", the number of stores of brands such as Jingwu Yabo , Jiujiuya, Lurenjia , and Hongse chicken feet have exceeded 1,000, and they have their own regional markets. In the past two years, other braised food brands have emerged like mushrooms after a rain.
What is the pattern behind this trillion-dollar market, which is in full swing? How will it evolve next?
htmlOn August 13, at the "2020 China Catering Marketing Power Summit and the Top Ten Brands of China Catering (Category) Award Ceremony", the "Top Ten Chinese Braised Food Brands" were officially announced. Through this list, we can get a glimpse of it.1
Chicken and ducks are crowing together, giants compete for the dominance of
2020 Top Ten Chinese Braised Food Brands announced
In the "Top Ten Chinese Braised Food Brands" 2020, the number one is Juewei Duck Neck, and the "three giants" Zhou Hei Ya, Huang Shanghuang, and Ziyan Baiwei Chicken are closely behind.
In addition, the top ten brands on the list include Jiujiuya, Jingwu Duck Neck, Dragon Claw Claw, Liao Ji Bangbang Chicken , Braised Man Armor, and Liufu Duck.
From the perspective of sub-category, braised duck brands occupy most of the market, and 7 of the top ten brands on the list mainly focus on braised duck products. Among them, the top three are completely the world of "duck".
Juewei Duck Neck, Zhou Hei Ya and Huang Shanghuang, the three giants that mainly focus on braised duck necks, have been chasing each other, but this time, Juewei Duck Neck is the first.
data from the Hong Cafe Brand Research Institute shows that in 2019, Juewei Yabo's revenue was 5.172 billion yuan, with a net profit margin of 15.29%, ranking first in both revenue and net profit; Zhou Heiya's revenue was 3.186 billion yuan, with a net profit margin of 12.79%; Huangshanghuang's revenue was 2.12 billion yuan, with a net profit margin of 10.69%.
It is worth mentioning that although there are only three braised chicken brands on the list, their momentum and potential should not be underestimated.
Ziyan Baiwei Chicken, which is receiving listing guidance, has a revenue of 4 billion yuan in 2019. It is positioned as a chain brand of food and food. Its targets a large family consumer customer base and is very influential in the Yangtze River Delta region. Although it was not famous before, it is understood that its market share has exceeded Huang Shanghuang.
In terms of the number of stores, there are 6 of the top ten braised food brands on the list this time, with more than 1,000 stores, namely Juewei Duck Neck, Zhou Hei Ya, Huang Shanghuang, Ziyan Baiwei Chicken, Jiujiuya, and Jingwu Duck Neck. The remaining four brands, including Dragon Claw Claw, Liao Ji Bangbang Chicken, Braised Renjia, and Liufu Duck, have more than 500 stores.
Among them, Juewei Duck Neck is the best, and the number of stores has exceeded 10,000. The Ziyan Baiwei Chicken and Huang Shanghuang, which are ranked behind, have about 4,000 stores.
Whether it is more than 500, more than 1,000, or more than 10,000, the market capacity developed by these top ten braised food brands alone is enough to surprise the catering industry.
and even more shockingly, this is just the beginning. A large number of senior industry insiders said that the braised food market is still in its growth stage and has not yet reached the red ocean, and future development is still worth looking forward to.
2
braised food market is still relatively scattered, and the top brand pattern of
has not yet been completely finalized
The freshly released "Top Ten Chinese Braised Food List" allows us to see the huge size of the braised food market and the current pattern of the top ten brands. However, it is worth mentioning that As of now, the entire braised food category market is still dominated by the small workshop business model. Brands of all sizes share the market share, the industry structure is scattered, and the pattern of the top brands has not been completely finalized.
"Top Ten Chinese Braised Food Brands in 2020" are all top brands in the industry, but they do not occupy much market share, with the market share of the top five brands being only about 20%.
Among them, Juewei duck neck accounts for 8.6%, while Zhou Hei Ya is 4.6%. Ziyan Baiwei Chicken accounts for 3%, Huang Shanghuang accounts for 2.8%, and Jiujiuya accounts for 1.3%. The remaining about 80% of the market is scattered in the hands of some regional brands, single private stores and smaller local chain brands.
Zhou Hei Ya, Juewei Food and Huang Shanghuang are known as the "three giants of braised food", but in fact, the market share of the three is not high. The three brands are chasing each other, and the competition for the "Duck King" has never ended.
In 2019, Juewei Duck Neck, which has tens of thousands of stores, occupied the absolute first place, and is far ahead in terms of store size and revenue scale. It is currently moving from the domestic market to overseas. After Zhou Hei Ya was trapped in the direct sales model, she regrouped and opened city franchise in November 2019. In June this year, she opened single-store franchise, and the store opening speed was significantly accelerated. Huang Shanghuang also said that the target of opening new stores in 2020 is 1,200.
While the three giants are working hard to capture land, the major "regional overlords" who are eyeing each other are also accelerating their pace to seize the market , such as the Ziyan Baiwei Chicken, Bairenjia, Jiujiuya, and Liufu Duck in the Yangtze River Delta region; the "top brand" of Fujian braised chicken feet Hongse chicken feet; the Liao Ji Bangbang chicken and the Dragon Claw in the Sichuan and Chongqing region; the spicy duck in the Northeast region, etc.
Among these brands, especially Ziyan Baiwei Chicken should not be underestimated.
In 2020, Ziyan Baiwei Chicken was disclosed to be receiving listing guidance and planning to list on the A-share market. This braised food "big brother" established in 1989 has currently exceeded Huang Shanghuang. If it is successfully listed, it is very likely to shake the current "three braised food giants".
In short, the red ocean market for braised food in the growth stage is far from reaching, and the giant structure has not yet been completely finalized, leaving a lot of room for leading brands to seize and develop.
3
Broaden the boundaries, how can I play the
trillion braised food market?
has large market capacity, with both catering and fast food attributes, as well as casual snack attributes, and its business model can be very flexible. How can such an attractive braised food be mined? Fan Ning, co-founder of
Hongju Network, said that next, there are four development directions worth paying attention to: First, the direction of foodization, expanding braised food to online retail; Second, in the night economy consumption scenario that has emerged in the past two years, braised food also has great room for development; Third, occupying a strong regional market barrier, separating one side and seeking progress; Fourth, the direction of cooked food with meals.
- expands online retail
The most correct point of braised food has been determined, and the positioning of casual snacks is to truly liberate braised food from the formal dining table and become a casual snack that can be eaten anytime, anywhere and anywhere.
In addition to being suitable for offline development, casual snacks are also very suitable for online retail development.
However, unfortunately, braised food giants currently do not pay much attention to online sales, resulting in the online casual braised food market being seized by comprehensive casual snack e-commerce brands such as Three Squirrels and Liangpinpuzi.
It is understood that in 2019, the revenue of Three Squirrels meat braised food exceeded 1.2 billion yuan, with a year-on-year growth rate of 40%, which shows the large space for the online retail market for braised food.
has long been accustomed to online shopping. The sinking markets below the third and fourth tiers have been occupied by Pinduoduo. Today, the online casual braised food market is bound to be another big cake. At present, there are not many brands that are grabbing this cake.
- entered the night snack market
In the second half of 2019, many cities led by Beijing and Shanghai issued policies to promote the development of the "night economy" and make the "night economy" a hot word for people to discuss for a while.
KFC responded quickly and launched the "Sichuan Xiang Ri Spicy Skewer Bucket + Xiang Zhuo Series" in response to consumers' late-night snack needs. Among them, the Xiang Zhuo series includes four products: Xiang Zhuo Chicken Wings, Xiang Zhuo Hand-Teared Chicken, Xiang Zhuo Chicken, Xiang Zhuo Chicken Heart. It was supplied from 9:15 am to 5:44 am the next day, and the supply time lasts for about 20 hours.
At present, KFC's choice of chaff and braised food as new late-night snacks has received a good response. Fan Ning believes that this shows that in the night economy consumption scenario, down-to-earth, younger and easy-to-standard braised food has a lot of room to play.
braised food for late-night snacks, which can be a braised menu item or a side dish for other categories. Many braised taverns have appeared in Chengdu, Guangzhou, Xi'an, Changsha and other places.
For example, the braised tavern model of Guangzhou Shitou Brand Braised Food Research Institute is mainly based on Chaoshan braised food and is accompanied by foreign wines such as whiskey. It is like the "cold" of Chaoshan's late-night snacks, which is very suitable for late-night snack scenes.
In addition, there are also grilled braised braised products that focus on "branded food + barbecue". Compared with barbecue, the grilled braised braised more flavorful and chewy, can quickly capture the taste buds of consumers and has great development potential.
- enters the regional market
Although braised food is available nationwide, it actually has very rich local characteristics like barbecue, such as Sichuan braised food and spicy food, Hubei braised food and sauce, and Fujian braised food is fresh and tender and slightly sweet.
Although regional taste differences will bring limitations to the development of braised food brands, from another perspective, the greater the difference between the consumer preferences of people and braised products between regions, the more likely it is to differentiate between braised food brands and have more opportunities to enter .
From this point of view, if you think that the competition in the national braised food market is too fierce and the goal is too big, and it is also a wise move to deepen the regional market. Based on the local area, better understand the preferences and consumption habits of local people, so as to focus on the market with high recognition, and have more advantages in product taste and service, so the brand will naturally be easier to be deeply rooted in people's hearts.
Suzhou has a braised yummy time-honored brand called "Du Sanzhen" which is a sample for deepening the regional market. "Du Sanzhen" is quite famous in the local area and has opened nearly 150 stores. Because it understands the taste preferences and consumption habits of traditional Suzhou people and integrates it into the research and development of products, the signature products 点点点 and sauce meat are well recognized by locals.
- makes efforts to accompany cooked food
according to the scene, the consumption scenarios of braised products are mainly divided into casual and peached food. Two different consumption scenarios, which directly lead to the differences in the categories of braised products in the corresponding scenarios.
Compared with the snack attributes of "casual braised food", "sitting braised food" is more like a dish on the table, with more complex production processes and more demanding freshness management.
From the taste, the casual braised flavor is spicy and salty, and it makes people enjoy eating it through heavy flavors. The marinated products with rice are more concerned with compound fragrance and multi-layered taste, and highlight the characteristics of "fresh fragrance" and make people constantly savor.
At present, most of the "Top Ten Chinese Braised Food Brands" are casual braised food, and only Ziyan Baiwei Chicken is clearly positioned as a marinated food.
According to the official release, Ziyan Baiwei Chicken sells as many as 15 million Baiwei Chicken a year, and the signature couple lung tablets sold more than 7,370 tons per year. It predicts in 2019 that in 2020, the store terminals of the "Couple Lung Tablets" alone can achieve sales revenue of 1.6 billion yuan.
's strong money-making ability also shows that there is still a lot of room to explore in the segment of the market with braised rice.
summary
There is no doubt that the audience is wide and the market capacity is huge. At the same time, the industrial supply chain is mature, the degree of standardization is high, the threshold is low and easy to operate. The braised food with good gross profit has ushered in a highlight moment.
Next, major brands represented by the "Top Ten Chinese Braised Food Brands" will inevitably accelerate their land grabbing and seize the market. As for what to do in the future, we will wait and see.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-