What is the significance of the popular single product of pickled cabbage fish for the development of China's catering industry? text message service What is the market pattern of sauerkraut and fish, and what are the strategic opportunities? The author of this article researched 21 single-product brands of sauerkraut fish based on the list of "The Trendy Life Liked by Young People: TOP10 Brand Influence of Pickled Cabbage Fish in March 2020" and made an industry cognitive map. Interpret the underlying logic of its rapid development, Enjoy~ In the past three years, pickled cabbage fish has entered the market outbreak period and has become a new outlet for catering. As early as 2018, in the "2018 Pickled Fish Market Development Report" released by Meituan,
the number of searches for Pickled Fish in the Meituan Department exceeded that of Braised Chicken. Is there any basis for this conclusion? Let's take a look: In 2019, the national catering revenue was 4,672.1 billion yuan, an increase of 9.4% over the text message service previous year. According to incomplete statistics, the revenue of the sauerkraut fish market in 2017, 2018, and 2019 was 9.3 billion, 12.3 billion, and 17 billion respectively, with an annual growth rate of more than 30%. Obviously, the conclusion of the new catering outlet is established. 1. Growth formula of super large single product There are three common ways to create supersized items: The first is to create a new category. Because the products are too innovative and the customer awareness is very low, a single company has to pay the cost of customer education for the entire industry. Obviously, marketing is extremely difficult, but once the situation is opened, it can often form a dominant industry structure.
The second is to add new value outside of product functionality. The new value that can be combined with product functions is often the brand value, text message service and the brand cannot reach the sky in one step, and the operating and marketing costs are high. The third is to iteratively upgrade existing mature products. With mature products as a foreshadowing, customers' cognitive costs are low, but the industry threshold is often low, which can easily lead to homogeneous competition and price wars. How did pickled fish become a super big item? We give a growth formula: Super large single product = familiarity + accident + customer perceived value Comparing the growth formula, everyone will understand that the sauerkraut fish category uses the third method to create a super-large single product. 1. What is familiarity? Familiarity means that the cost of customer perception is low. Specifically, pickled fish is not a brand new dish in China, it is a well-known home-cooked dish in Sichuan cuisine. In 2011, the company launched a s