The "small" lo-wei arena focused on the three major listed companies, with turbulent times and constant disputes.

In the center of the rivers and lakes, the top brands are fighting fiercely. The former martial arts leader is now facing insecurity; around the top brands, big and small brands are waiting for opportunities and are always ready to replace them. The competition continues to intensify, and the clarion call for the upgrade of the lo-mei category has been sounded.

What innovation and upgrade directions are the lo-wei rivers and lakes, which are constantly more iterative, heading? Which subdivision tracks will also release new opportunities

ONE

Shake the duck's kingship

So far, the duck is still the absolute king of the lo-mei rivers and lakes. Zhou Hei Ya, Jue Wei and Huang Shanghuang all focus on duck products. Zhou Hei Ya is known as the "Duck King of the First Generation" and was once recognized as the "Wulin League Master" of the lo-mei rivers and lakes.

However, Dang Juewei Yiqi Juechen broke through the scale of 10,000 stores, and Danghuang Shanghuang was also successfully listed. Zhou Heiya, who encountered a development bottleneck, may lose its "leadership" status. This can also be seen in the annual reports of the three brands.

Zhou Hei Ya's 2020 performance report shows that in 2020, Zhou Hei Ya achieved annual revenue of 2.182 billion yuan, a year-on-year decrease of 31.5%; gross profit of 1.21 billion yuan, a year-on-year decrease of 32.8%, gross profit margin 55.5%; net profit of 151 million yuan, a year-on-year decrease of 62.9%. Among them, affected by the epidemic, Zhou Hei Ya lost 40 million yuan in the first half of 2020. So far, Zhou Hei Ya's performance has declined for three consecutive years.

Huang Shanghuang's 2020 performance report shows that the net profit attributable to shareholders of listed companies in 2020 is approximately 282 million yuan, an increase of 28.04% year-on-year; operating income is approximately 2.436 billion yuan, an increase of 15.09% year-on-year.

In the first three quarters of 2020, Juewei Food had revenue of 3.8 billion yuan and a net profit of 520 million yuan. Among them, the net profit in the first half of the year was 270 million yuan, a year-on-year decrease of more than 30%. However, Juewei's 2018 and 2019 performance both showed an upward trend.

In the face of profitability, Zhou Heiya's "Duck King" has been misnamed. So, the position of "Leader" is up in the air, is Zhou Hei Ya making another effort to reclaim the title, or Juewei and Huang Shanghuang successfully attacked? The lo-mei market under the melee has unlimited possibilities, and the winner may not be produced among the three, or even not on the duck-product lo-mei circuit.

From the current point of view, Zhou Hei Ya's emergency opening to join in 2020 has not yet brought significant changes to the performance improvement. Zhou Hei Ya's 2020 performance report shows that as of the end of 2020, Zhou Hei Ya's franchise has expanded from 19 to 598.

Juewei's "viral" expansion has brought advantages in market size and brand voice, but it also brought higher challenges to store management. Juewei's quality control and food safety are one of the main concerns of consumers.

Among the three listed companies, Huangshanghuang's growth momentum is quite gratifying. In addition to duck products, there are more sub-categories of other lo-mei products that are emerging.

Ziyan Baiwei Chicken currently has more than 4,300 stores nationwide, with chicken products as its signature products. The two-pronged model of offline stores and online e-commerce has maintained a good growth trend in the past two years.

Chen Pengpeng's Braised Goose Shop, a hot spot to check-in for local food stores, specializing in Braised Goose, because of frequent queuing and being reported by the media...

Brands on the lomei subdivision track, such as chicken, goose, and pig’s trotters, do not yet have the strength to compete with the three giants. However, after the flood of lomei is constantly being reshuffled, it is worth looking forward to. .

TWO

Break through the traditional store scene

Looking at lomei horizontally, the major sub-tracks are becoming active; looking at lomei vertically, major brands are beginning to break through the scene restrictions based on their familiar product architecture. Breaking through the traditional store scene and breaking the inertial consumption model is one of the most obvious manifestations of the current lo-mei category upgrade.

1. Snacks

You can always meet all kinds of "tiger skin chicken feet", "boneless chicken feet" and so on by simply watching short videos for a while. Wang Xiaolu's tiger skin chicken feet, which only went online on Taobao in January 2019, will have sales of over 10 million in 618 in 2020. On Double 11 in 2020, Wang Xiaolu's GMV will exceed 20 million, a year-on-year increase of 3300%.

Different from traditional lo-mei "meals", Wang Xiaoluo is more a kind of "snacks" in the eyes of young people; different from lo-mei stores, Wang Xiaoluo emphasizes full-link digitalization, mainly online sales, and promotion marketing It also caters to the current popular online marketing methods, such as Douyin KOL recommendation and live streaming.

Some snack brands have also entered the lo-mei market, and Liangpin Shop and the three squirrels have launched new lo-mei products in the past two years. Search for "lu-mei" in the flagship store of Liangpinpu's e-commerce store. Duck gizzards, trotters, pig tails, boneless duck feet, boneless chicken feet, duck necks, duck tongues, chicken wings, chicken legs and other lo-mei snacks are dazzling.

Lomei’s snacks are actually based on a further upgrade of traditional lomei vacuum packaging; the online version of lomei provides an excellent sales scene for lomei snacks outside of supermarkets.

2. Lo Wei+

Hot brine is very hot recently!

In fact, hot braised fresh fish has always been the mainstream mode of braised products. As duck products go farther and farther on the way to cool bittern, many pork products have always adhered to the hot braised fresh fish model. It’s just that when hot braised fresh fish is served with rice, rice noodles, barbecue and other catering elements; when hot braised fresh fish is made from the back kitchen to the front hall, the "visible" freshness makes the "hot braised fresh fish" mode Turned into an internet celebrity.

Brands such as Bennong and Luo Dajie have all put forward the slogan of freshly cooked and freshly cooked, and added staple foods such as rice and rice noodles on the basis of stewed products to create a stewed-themed restaurant.

Incorporating lo-mei into the dining scene, making lo-mei a specialty or hot product of the restaurant, "lo-mei+" is becoming popular. It brings the once "self-contained portal" lowei back to the restaurant scene, allowing the restaurant to experience the retail attributes of lomei, and has achieved the advantage of "luwei+" omni-channel operation. "Din-in + take-out + take-out" is the revenue model of most "lu-mei +" restaurants.

Lo Mei returns to the catering stage. There is too much room for imagination. It can be fast food, dinner, takeaway, and group meals. Moreover, compared to the independent lo-mei sales, the lo-mei integrated into the restaurant experience is more valuable, which also increases the unit price of lo-mei products.

THREE

Unleash unlimited imagination

In the "Lu Wei +" model, Lu Wei is a versatile artifact; in the traditional Lu Wei mode, Lu Wei stores are a hot spot for entrepreneurship. Although the competition of the lo-wei arena has intensified, it has also forced the industry to continue to develop, innovate and seek breakthroughs. Such lo-mei market is full of unlimited imagination.

1. Branding of local lo-mei

Braised is one of China's traditional cooking methods. Braised dishes have a history of more than 2,000 years of development. Legend has it that since King Qin Hui ruled Bashu (221 BC), there have been braised dishes. So far, lo-mei has a clear genre, which can be divided into clear bittern, southern bittern, and northern bittern. Southern bittern can be divided into red bittern and white bittern.

On the basis of genres, lo-mei is divided into "eight sects" according to regional characteristics. They are Sichuan's Sichuan's Sichuan's, Jiangsu's, Zhejiang's and Shanghai's, Beijing and Shandong's sauces, Guangdong and Chaoshan's popular Guangdong's and Chaoshan's Guangdong's and Hunan's. Traditional Chinese medicine stew, black stew from Hubei's own school, Fujian stew, and Hong Kong-style siu mei. Every "school" has many "disciples" and many outstanding ones.

Chen Pengpeng braised goose rice is the representative of Cantonese braised. In the past two years, Chen Pengpeng has branded the braised goose category, and Chen Pengpeng has become a brand with its own category label. A few days ago, due to the development of the brand, Chen Pengpeng Lugo Restaurant was renamed Chen Pengpeng Chaoshan Cuisine. Although the brand name no longer highlights the explosive strategy, it is still Chen Pengpeng’s out-and-out fist product.

2. Rejuvenation of category innovation

Lowei is getting more and more "young", and it is so "young" that it has become a popular place for young people to check in.

Lo Mei Hot Pot Xian He Zhuang, a combination of lo Mei and hot pot, apart from hot pot, the store’s fatty intestines, beef offal, chicken feet, dried tofu, beef tendon, bullfrog and other freshly caught hot stewed dishes are also a must for consumers. With the compound model of "Lu Wei + Hot Pot", with the endorsement of celebrities and Internet celebrities, Xian Hezhuang has gained a large number of young fans.

If Xianhezhuang is an innovation in the business model of lo-mei, lo-mei mala tang seeks a breakthrough in the sub-category of lo-mei through the innovation of lo-mei ingredients. The spicy soup and red oil are used to add the malatang ingredients to the lo-mei, and then combined with the various flavors of malatang. The lo-mei malatang, which discards the spicy soup and red oil, is relatively greener and healthier. It is also catering to the needs of young consumers.

Innovation is the best way for the lowei brand to break the ceiling, but it is not easy to innovate on the track of traditional categories. The more a brand with a long history, the more thoroughly the innovation space is tapped. The current lo-mei innovation focuses more on young consumption preferences, catering to the consumption needs of young people in terms of model, marketing, and taste.

3. Convenience features are weakened

Convenience is one of the key advantages of traditional lo-mei. In the family dining scene, lo-mei is the existence of “cutting a plate at any time”. However, after undergoing various innovations, under the trend of "everything can be halogen", lomei has a richer combination and eating scenes, and convenience is no longer the "standard" of lomei.

In the face of innovation, the convenient characteristics of lo-mei are constantly being weakened, replaced by the emphasis on the taste of "siu-zhi". This means that the competitiveness of lo-mei will return to the "marinated" process and the taste itself, which requires major brands to work harder at the product level in order to create corresponding competitive advantages.

Some people say that the current lo-mei market has entered the 3.0 era. The 1.0 era is the cold bittern era represented by duck necks, the 2.0 era is fresh bittern, and the 3.0 era is the hot bittern era. Compared with the upgrade of lo-mei to the 3.0 hot-shao era, Shenmou prefers to call it an upgrade to the multi-element era.

Cool bittern, fresh bittern, and hot bittern are fighting each other in their fields, and at the same time, they form a competitive relationship. At the same time, the advent of "lowei+" gives lowei a richer form of expression.

For entrepreneurs, this is an era of fierce battle, but there is no lack of opportunities; for consumers, this is a beautiful era. The result of the competition is to provide consumers with a more healthy competition and a more diverse consumption environment.