Text | Praying Mantis Observation
Author|Tulin
Chinese people who prefer hot food have always paid attention to the smoke and fire in the kitchen.
Li Qingzhao's "Cooking smoke curls up to the sky, and the sound of chickens is green and the sky is clear." Bai Juyi's "Stove produces smoke, snow willows and silver hooks; whether there is wine or not, only autumn water lasts." Both describe similar scenes.
On the matter of "eating", it is always easier for the ancients and the present to reach a tacit agreement.
In the past few years, young people who are tired of eating takeaways have returned to the kitchen and began to fall in love with eating at home.
Sullivan's related research shows that consumers under the age of 40 have become the main consumer group of "eating at home" in China, with the post-90s as the core.
Eating at home means cooking at home. This year's "picky" young people not only want to feel the fireworks in the kitchen, but also find it difficult to accept the lengthy cooking process starting from the preparation of dishes.
Guoquan Shihui (hereinafter referred to as "Guoquan"), which officially submitted its prospectus to the Hong Kong Stock Exchange on April 3, is trying to find various options for young people such as eating at home, camping, and gatherings of relatives and friends by focusing on family catering solutions. The optimal solution for scene catering needs.
1. Who will save young people from cooking anxiety?
It is said in "Just a Bowl of Fireworks on Earth":
Living in this world is nothing more than "eating and drinking", chewing life with gusto, and living a lively life often requires not only the mouth, but also a heart soaked in the fireworks of the world.
When the food delivery software first emerged, no one cared about the fireworks and rituals, especially the young people who have already been labeled as "lazy houses".
But now, the situation has quietly changed.
"I don't know what to order when I open the takeaway software every day", "Takeaway is really too expensive, and the money for one takeaway can make several meals", "I always feel that eating takeaway has become more and more fat recently"... Similar complaints are increasing.
Corresponding to the tiredness of eating takeaway, the high price of takeaway, and the gaining weight of takeaway, it is actually the rising demand of young people for quality life, minimalist life and healthy life.
Cooking at home has become the first choice to solve these problems.
DT Finance and Ying Wubai jointly released the survey report "2021 Youth Kitchen God Practice Records", showing that nearly 80% of young people have the habit of cooking. Among them, 36.6% cook the most meals several times a week; 12.7% cook meals every day, and 26.9% cook meals several times a month.
Although their culinary skills are far behind the "great gods", it does not affect their enthusiasm for "ordering" the cooking space.
According to the survey of "China Kitchen Quality Life Trend Report", nearly 70% of young people hope to create space for activities such as "cooking and food" at home, and nearly 40% of young people say they will spend more on home decoration. Think about adding or renovating the kitchen space.
A cruel reality is that "wanting to cook" does not mean "can cook".
The enhancement of intelligence and integration of kitchen appliances is indeed reducing the difficulty of cooking, but there are still too many possibilities of "turnover" hidden in the lengthy process of washing, preparing, and seasoning.
The Douban "Fried Kitchen" group, which has gathered 350,000 people, is the best example. Here, no matter how simple ingredients may face the consequences of being burnt black.
In order to ensure the personal safety of novices in the kitchen, the group even set up a special "Fire Science Education" column to do science popularization in advance on issues such as "cartons cannot be directly put into the microwave oven" and "opened boiled eggs cannot be put into the microwave oven" and other issues. .
This is why, in places where young people gather, such as Xiaohongshu and Douyin, the broadcast volume of topics related to "cooking at home" has remained high all year round. If you don't learn some experience in advance, you don't dare to start rashly.
However, whether it will or not is only the first step.
How to make cooking easier? How to realize that the dishes are not repeated seven days a week? Where can I buy safer ingredients?
Before looking for the unique fireworks in the kitchen, the young people first suffered from cooking anxiety.
2. Why Guoquan Shihui?
Because of the "fickleness" of consumers, the life cycle of consumer brands that have become popular by catching up with trends has never been long, and some new consumer brands that have been pushed to the forefront by intensive marketing may not even survive for three years.
In recent years, as consumer demand has become increasingly refined, consumers have come to the fore. Being close to consumers and meeting their needs to the greatest extent has become a good medicine for consumer brands to extend their life cycle.
Guoquan, who has an insight into the scene of "eating at home", is working hard to solve the problems of cooking for young people.
It is convenient and time-saving, but also delicious and healthy. It is originally the fish and the bear's paw in the catering field, but the solution provided by Guoquan allows both.
On the one hand, it provides more than 700 standardized SKUs and almost unlimited ingredient combinations, so that "delicious" ingredients can satisfy the "fickle" taste buds of young people.
People want to eat hot pot in winter, and barbecue in summer; southerners like rice, and northerners like pasta... The changes in seasonal dietary needs and the differences in eating habits brought about by regional differences are the first tests that national chain restaurants face.
Obviously, only with enough SKUs and categories can we ensure that young people who enter the store with individual needs can return home satisfied.
Starting from the earliest hot pot ingredients, the products of Guoquan now cover many categories such as hot pot, barbecue, lo-mei, Western food, etc., so that young people who are picky eaters can have a choice of dishes.
On the occasion of the Spring Festival in 2022, Guoquan launched a New Year’s Eve dinner pre-made dish set co-branded with Tang Palace Banquet. The dishes in the set are not limited to a single local cuisine, but a fusion of Fujian cuisine, Sichuan cuisine, Henan cuisine, Hunan cuisine, Shandong cuisine A variety of local traditional cuisines. The differences in eating habits brought about by regional differences are easily broken by the pot circle.
Seasonality and hotspot requirements have not been forgotten. For example, during the World Cup in Qatar, Guoquan launched the "Guoquan Hot Pot Season, Enjoy the World Cup" package, which selects a variety of popular ingredients, sauces, and drinks to match, and satisfies consumers' food needs during watching the game in one stop .
On the other hand, the upper reaches improve the industrial layout, and the supply chain is opened up in the middle, so that young people who shop at the terminal can feel "safe" at an "inexpensive" price.
Today, as consumerism is gradually cooling down, young consumers are even more sensitive to the price of commodities than their parents. Pinduoduo is penetrating from the outside of the "Five Rings" to the "Five Rings". Milk tea that costs less than ten yuan is widely favored. ; On the other hand, young people's safety awareness is also awakening, and only those brands that pay enough attention to food safety will become their priority pick when shopping for groceries.
In this regard, the solution given by Guoquan is to open up two links to solve these two problems at once.
The first link: integration of upstream processing plants.
If you want to make ingredients that are both inexpensive and of high quality, direct control of the production process is the most direct solution.
The prospectus submitted this time shows that Guoquan has built its own production bases and R&D centers in many places, and has reached in-depth cooperation with more than 600 carefully selected ODM factories upstream.
On the one hand, Guoquan uses its experience accumulated in cooperation with other suppliers to continuously help new partners improve their management capabilities and increase food production capacity; on the other hand, with the help of digital tools, Guoquan makes the process of food from production to packaging Be more transparent.
In addition, Guoquan adopts the procurement mode of direct procurement from the source and direct supply from the origin. The crayfish come from Honghu, Qianjiang, and Jianli areas in Jingzhou, Hubei, Huaian, Xuyi, Hongze Lake and other places in Jiangsu, and the mutton comes from the Yellow River Tan sheep in a local 400-mu agricultural breeding base in Yuanyang, Henan.
There is no middleman to make the difference, and good-quality ingredients are really "not expensive"
The second link: get through the supply chain.
From the source to the store terminal, the supply chain circulation of food materials is the most problem-prone link.
Guoquan chooses to solve this problem in a digital and intelligent way. By establishing a digital and intelligent cloud information center covering the entire business chain of procurement-warehousing-store-user, they connect production, distribution, sales and other links in series.
From the perspective of production to sales, this system has greatly improved the circulation efficiency and information transparency of food materials; and from the perspective of sales to production, the terminal consumer demand data can reversely guide the production process and supply chain optimization. The cost of consumers is further reduced in the circulation link.
The third aspect is to refine the community stores in the community to make consumers feel convenient.
Convenience, taste and price are three important factors that influence the choices of young consumers. There is no doubt that "laziness", an excellent trait that most young people have, is the heaviest of the three weights. Let consumers take one more step, and they are 10 steps away from consumers.
For Guoquan, stores are the link closest to consumers. From its establishment in 2017 to the end of 2022, it took Guoquan 6 years to set up 9,221 stores in China, allowing the stores to penetrate into the community like capillaries. Each store can serve 2,000 to 3,000 families, so that young people can directly solve the problem of eating on the way to get off work.
It is precisely because of Guoquan's constant pursuit of "delicious, convenient and inexpensive", the brand has gained more and more recognition from consumers and the market.
According to the prospectus, in 2020, Guoquan will be selected by Forbes China as "2020 Forbes China High-Growth Gazelle Enterprise"; , Guoquan won the "Special Jury Award of the 2nd KPMG China's Top 50 New Domestic Enterprises List".
3. Make the fireworks of young people more warm
The younger generation is awakening their own world outlook and values, and their consumption choices are beginning to tend to those brands that are compatible with their own values. In the past two years, the popularity of traditional brands such as Hongxing Erke and Baixiang is enough to prove that young people attach great importance to the consensus of brand value.
In terms of social responsibility, Guoquan also gave consumer brands a good start.
During the epidemic, Guoquan not only sent emergency supplies to Hebei, Xi'an, Shanghai and other places in the first place to ensure the supply of people's livelihood supplies, but also insisted on supplying without increasing prices, keeping the bottom line of integrity that the brand must have.
These are just the tip of the iceberg.
From the perspective of a longer time period, the social responsibility of the pot circle can be expanded in more dimensions:
For example, in the fast-paced era, young people are tired of the pressure of survival, and the fireworks of a meal are even more precious. The delicious, convenient and inexpensive diet plan provided by Guoquan allows young people to find emotional comfort in food.
Another example is that we are facing the double attack of aging and declining birthrate. Food accounts for a very high proportion of the cost of maintenance and child support. is an excellent solution.
Although consumer brands cannot escape the test of the life cycle, brands like Guoquan will inevitably be the ones that go longer.
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