Jiu Mao Jiuxin launched its sub-brand "Chongqing Hot Pot Factory" and opened its first store in Guangzhou. Why did Jiu Mao Jiu choose "hot pot" alone? Its founder Guan Yihong said, "We still have to return to common sense. Only big brands can be found in big categories."

Yes, hot pot is the largest category of catering in my country. In 2017, the scale of the hot pot industry reached 436.2 billion yuan/+10%. According to the forecast of relevant people in the industry, the hot pot industry will still maintain an annual growth rate of 10% in the future. Hot pot has a history of thousands of years in our country. It is a popular Chinese style of catering. The abundance and breadth of flavors have further established the status of hot pot's largest catering category.

It is precisely because the audience of the hot pot category is wide enough and the track is large enough, so Jiu Mao Jiu resolutely chose the hot pot category.

ONE

Nine hair nine betting hot pot category

"Chongqing Hotpot Factory" is located in the food street of Huangpu Avenue Racecourse, Tianhe District, Guangzhou, close to the headquarters of Jiumaojiu Company. Guan Yihong's expectation of "counseling Chongqing Hotpot Factory" is to meet two points: the product has bright spots; the brand culture has reach.

From the current point of view, counseling hot pot has achieved these two points. Counsel's product slogan is: "The soul is the bottom of the pot, and the top brand is beef."

Others sell four or five pot bottoms such as spicy and tomato pot, but it only sells one pot bottom-butter spicy and vegetable and fruit soup. It focuses on fresh-cut beef, emphasizes "freshness", and has a clear promise: return the vegetables if they are not fresh. The store also listed three rules of "recognizing counsel 123": no charge for tea, no charge for tissues, and no charge for condiments.

In terms of branding, the factory continued its entertaining spirit. Take Tai Er as an example. Tai Er has built a strong brand awareness around “two”. For example, there are strange regulations such as no reception for meals with more than 4 people, no table sharing, no extra seats, no takeout, and so on.

There are two explanations for counseling, one is literal, as the name implies, it is to recognize counseling, that is, you are happy, you are right, and the other is to follow your heart from the heart, that is, follow your heart proposed by counseling hot pot. In addition, Zou Hotpot also designed two brand IPs, the director of Zou and Xiaomei Sa. Even every dish is designed as an IP, which adds interest to subsequent brand interactions.

Counseling hot pot mixes and combines Sichuan-flavored hot pot and Chaoshan beef hot pot, with Sichuan-flavored pot bottom as the main dish, adding a sense of ritual of "fresh-cut beef", and displaying it through the method of "drying and hanging the meat, not falling off the plate" It's fresh. Not only that, SLOGAN is also very sharp-"Who said that the water is the top card, hot pot should eat more meat".

TWO

Differentiated product creation

Unlike the current Chongqing hot pot restaurant, the owner only sells the "butter and spicy soup with fruit and vegetable soup" type of pot bottom, which is combined with butter. The bottom of the pot is a clear soup with fresh vegetables. Currently, there are no extended flavors such as tomato and curry. The focus is more on the bottom of the butter pot, highlighting the brand's selling point, and creating brand differentiation from the source of the ingredients.

The core product is fresh beef. The biggest feature of Chongqing hot pot is that the following water is the main dish, but the hot pot factory has subverted this perception. They put forward the concept of "meat is more delicious than water" and cut the bar. Yellow beef is the core product of the brand.

Focusing on the core products, the introduction of imported ingredients highlights the position of beef in the entire product structure. In addition, the slogan that "the soul is the bottom of the pot and the top brand is beef" has improved the efficiency of brand communication.

Every dish has a certificate of credibility, and every product of Chongqing Hotpot Factory has a certificate of credibility, such as Qingyuan 190-day boneless capon, fresh duck intestines from abattoirs, and freshly fried short-fried pork in hot pot factories. Consumers You can understand the core selling points of each dish at a glance. Around each dish, there is a cartoon image and short video, which makes the dish more vivid and allows consumers to have a deeper understanding of the product.

He also put forward "Don't dare not taste bad, every way has a background", people can't help thinking of the Northwestern "Every way is delicious".

THREE

Brand concept "Just be happy if you are happy"

Brand names such as hot pot factory, beverage factory, and hot pot have been very popular this year, but the word counseling has left many people confused. Counseling is an attitude in the eyes of consumers, but here, counseling is explained as Insist on what the brand thinks is right and live from the heart, so it is called "counseling Chongqing hot pot factory", and the brand concept is: "counseling Chongqing hot pot factory, you are happy."

This sentence appears repeatedly in the space and on the tooling, conveying the spiritual concept of the consumer brand. This brand concept is the guiding ideology of brand operation. The brand concept is actually the inner spirit of a brand. There is an invisible and intangible magic power, but it guides the brand's "words and deeds".

The brand concept is the inner spiritual core of the brand. It is the spirit of a brand. Like a person’s soul and belief, it affects the brand’s behavior, performance and brand development. Tonality.

FOUR

Jiu Maojiu to create the next Tai Er?

Now, Chongqing hot pot has high hopes. Guan Yihong hopes that after successfully finding the second growth curve of "Tai Er", counseling hot pot will run out of the third growth curve.

Tai Er, relying on the business model of "large single product + highly standardized operating model + unique brand tonality", and Jiu Mao Jiu's accumulated chain operation experience, personnel reserves, supply chain resources and capital advantages, has been rapidly replicating and expanding . Indeed, the second growth curve of "Tai Er" is too beautiful. In the four years since its establishment, Tai Er has relayed nine cents to nine cents and has become the new growth engine of the group. Jiumaojiu has five brands, of which 98.6% of its revenue is contributed by the two main brands of Jiumaojiu and Taier.

In 2020, nine cents will lose money, and Tai Er "rides alone the savior" and "turns the tide". Tai Er bucked the trend and increased by 25% year-on-year. The half-year financial report shows that the revenue of Jiumaojiu and other brands is expected to decrease by approximately 61% and 24%, respectively, which is partially offset by Taier’s expected revenue increase of approximately 25% over the same period in 2019 during the period.

In the second half of this year, Tai Er will maintain the speed of opening stores and open stores to the Northeast, Inner Mongolia and other regions. Guan Yihong hopes that "counseling hot pot" can become the third growth curve. Sauerkraut fish is a national dish and can be opened anywhere, and hot pot is also a big category, which belongs to the star track.

From the category point of view, the Chongqing hot pot brand has changed from the main skewer to hot pot. This is also the first time Jiu Mao Jiu has deployed the hot pot business. Let us wait and see whether Chongqing hot pot can run out of the third growth curve of nine cents?

Summarize

Recognizing "counsel" is not to be soft, but to be prepared for danger in times of peace. Just like Tai Er who was in the rapid development of Jiu Mao Jiu, now Chongqing Hot Pot Factory has to shoulder the same important task. Will it become the next Tai Er pickled cabbage fish or even surpass Tai Er?