In the past Spring Festival holiday, the catering industry ushered in a consumption peak, and the revenue of hot pot, as the largest category of the catering industry, also achieved strong growth. On February 8, a reporter from the Beijing News learned that the revenue of many brands such as Haidilao, Xiabu and Xiaolongkan doubled during the Spring Festival.
This Spring Festival, hot pot has become a high-frequency consumer food for family and friends. From New Year’s Eve to the fifth day of the lunar new year, a number of hot pot stores received more than 1000 people a day, while the sales volume of takeout food doubled to quadrupled. The phenomenon of “one pot is hard to find” appeared in some areas of Beijing and Shanghai on New Year’s Eve.
high frequency food for Spring Festival dinner
Beijing News reporter learned from Haidilao that during the Spring Festival (from New Year’s Eve to the sixth day of the first month), Haidilao stores in China attracted more than 8 million passengers. Among them, Haidilao Wangfujing Group Co.Ltd(600859) Yintai in88 store has increased the passenger flow by more than 20% over the Spring Festival last year. According to the relevant person in charge, during the Spring Festival, the passenger flow of Beijing Wangfujing Group Co.Ltd(600859) pedestrian street increased, and many winter Olympic elements “new clothes” were put on both sides of the street. The countdown board of Beijing Winter Olympic Games with ice sculpture shape design and the official licensed commodity flagship store of Beijing Winter Olympic Games in 2022 also became people’s punch in place, and the passenger flow of Haidilao store increased accordingly.
It is understood that in different time periods and different stores, the consumption types of Haidilao receiving customers are also different. Take Beijing Jinsong Road store as an example. It is open until 20 o’clock on New Year’s Eve and receives 1500 people for dinner on that day, mainly family dinners with the elderly and children. At the 3.3 building store in Sanlitun, Beijing, the waiting time is from 12 a.m. on New Year’s Eve to 7 a.m. on New Year’s day. The consumption is mainly dinner with friends of 3-4 people. According to the person in charge of Haidilao Shangding Road store in Zhengzhou, Henan Province, new year’s Eve and the first day of the first day are mainly family dinners. After the third and fourth days of the third day, the store receives more students’ gatherings and friends’ dinners.
In terms of sipping, sipping told the Beijing news that during the Spring Festival, thousands of directly operated restaurants under sipping group received nearly 1.5 million people, and sold nearly 1 million beef and mutton and 800000 cups of tea and rice tea, all exceeding expectations. In addition, sipping sipping’s cost-effective package sold nearly 300000 copies during the Spring Festival, an increase of 30% year-on-year.
Xiaolongkan also doubled its revenue during the Spring Festival, and its turnover increased by 60% compared with normal times (excluding Chengdu). During the Spring Festival, the turnover of Xiaolongkan Dalian Xi’an Road store, Suzhou yangshe Old Street store and Sanya Jiefang No. 2 Road store increased by more than 100% than usual.
a “pot is hard to find”
In response to the local spring festival initiative, the revenue of hot pot at the takeout end is the most intuitive, showing a straight-line upward trend.
Ding, who chose to stay in Beijing for the Chinese new year, said that from New Year’s Eve to the fifth day of the lunar new year, in addition to buying prefabricated dishes, he ordered hot pot takeout for two friends’ dinners. “The hot pot on New Year’s Eve needs to be booked in advance in the morning. Due to the large amount of ordering, the configured induction cooker, mandarin duck pot and other hot pot supplies were taken away that night,” it can be said that “it is difficult to find one pot”. Ms. Guo, who lives in Shanghai, believes that “the Spring Festival without a hot pot dinner seems incomplete”, but the delivery capacity of takeout during the Spring Festival is tight, which prolongs the delivery time of hot pot brands. Therefore, she chooses to buy prefabricated hot pot ingredients in HEMA store.
During the Spring Festival, Haidilao delivery business has more than 400 sites, covering more than 170 cities across the country. According to the data of Bailing consumption, the Chinese mainland’s overseas delivery business during the Spring Festival provided nearly 60 thousand families to the home.
In addition, according to the relevant person in charge of Xiabu group, during the Spring Festival, the sales volume of takeout in many stores increased by two to four times month on month. “In addition to the hot sales of single package, the number of orders of family photo takeout package for four to six people this year is also much higher than in previous years.” In addition, Xiazhu Xiatang takeout also broke expectations during the Spring Festival, with strong sales growth in Beijing, Shijiazhuang, Harbin and other cities.
Hot hot pot Spring Festival consumption also brings inspiration to the industry. Yan Dongsheng, the founder of Peijie old hot pot, said in an interview with the Beijing News, “no matter which city in China, we find that when we eat in the restaurant during the Spring Festival, we will basically place an order for 2 to 3 desserts and snacks, indicating that the model of ‘hot pot + desserts’ and’ hot pot + special snacks’ is more and more accepted and recognized by consumers, which is also the direction of increasing the income of hot pot restaurants in the future.”
In addition, Peijie old hot pot, which has not yet opened the hot pot delivery business, has a contrast in the revenue of different regions during the Spring Festival. Yan Dongsheng revealed that from the operation data of sister Pei in Chongqing, the turnover continued to rise during the new year. Chongqing people who go out to work tend to eat hot pot in stores with their family and friends after returning home, which is also a unique feeling of Chongqing. In Shanghai, Shenzhen and other first tier cities with more outsiders, the revenue of dining in stores decreased month on month.
“The characteristic of hot pot is that it can provide a sense of happy gathering atmosphere.” In an interview with the Beijing News, Wen Zhihong, a senior chain operation expert of Hejun consulting, said that whether family or friends have dinner, they are loved by consumers, especially in winter, which is more suitable for hot pot consumption. Wen Zhihong also said that the contrast in the revenue growth of sister Pei’s old hot pot may be related to the non opening of takeout business, which will make her miss many consumers who eat at home. Consumers’ cognition of the hot pot brand will also have a certain impact. Haidilao and Xiabu have accumulated certain brand power. Therefore, some consumers will choose the recognized brand when lighting hot pot takeout.
