How about selling braised pork? ——Looking at the prospects of braised pork business from hot topics on the Internet
In the past 10 days, among the hot topics on the Internet about catering entrepreneurship and snack economy, the search volume and discussion of content related to "braised food" have continued to rise. This article combines social media, e-commerce platforms and industry report data to analyze the market opportunities and challenges of the braised pork business in 2023.
1. Popularity data of braised food category across the entire network (last 10 days)
| platform | Amount of related topics | Number of hot searches | year-on-year growth |
|---|---|---|---|
| Tik Tok | 285,000 | 17 times | 42% |
| 123,000 items | 9 times | 35% | |
| little red book | 87,000 articles | 6 times | 68% |
| Station B | 3200 videos | 3 times | 55% |
2. Top 5 braised meat categories that consumers are most concerned about
| Ranking | Category | Attention | Typical representative |
|---|---|---|---|
| 1 | Tiger skin and chicken feet | 32.7% | Wang Xiaolu |
| 2 | braised beef | 28.1% | Zhou Heiya |
| 3 | Braised pig trotters | 18.9% | Absolutely delicious |
| 4 | Braised duck neck | 15.3% | Huang on Huang |
| 5 | Braised dried beans | 4.2% | Bestore |
3. Analysis of advantages of braised pork business
1.High degree of standardization: The braised food production process is mature and can achieve uniform taste, making it suitable for chain operations. Recently, the playback volume of "Secret Home Braised Meat Recipe" content on social platforms has increased by 210%, indicating that the technical threshold is controllable.
2.Diverse consumption scenarios: Data shows that 42% of consumers choose braised meat as snacks for watching dramas, 31% use it for gatherings with friends, and 27% use it as a side dish for meals. Meituan takeout data shows that braised food orders account for 58% at night (20-24 o'clock).
3.Considerable profit margin: The industry average gross profit margin is about 45-60%, of which poultry products can reach 65%. The monthly turnover of a single store of a certain Internet celebrity brand can reach 150,000-200,000 yuan.
4. Three major challenges in the current market
| Challenge type | Specific performance | Solution reference |
|---|---|---|
| Homogeneous competition | Head brands occupy 62% of the market share | Create differentiated products (such as vine pepper flavor, lemon pickled pepper flavor) |
| food safety | Related complaints increased by 23% in the past January | Establish a transparent kitchen live broadcast system |
| cost control | Raw material prices increased by 18% year-on-year | Direct cooperation with breeding bases |
5. References to successful cases
1.Short video delivery mode: A Chongqing braised food brand used a video combination of "braised process + eating and broadcasting". A single video brought in up to 3,700 orders, with a conversion rate of 8.3%.
2.Community partner system: A brand in Chengdu developed community Baoma as a distribution point to reduce the cost of opening a store. It expanded to 200 points in 3 months and the repurchase rate reached 45%.
3.Health transformation: A new brand in Shanghai focuses on the "zero addition" concept. Although the price is 30% higher, young female customers account for 67%.
6. Suggestions for entering the industry
1.Small steps of trial and error: It is recommended to test product acceptance through community group buying or takeout platforms before considering investment in physical stores.
2.Focus on hot products: Choose 1-2 main products (such as the currently popular tiger skin and chicken feet) to avoid inventory pressure caused by too many SKUs.
3.Digital operations: Meituan data shows that the unit price of braised food stores using the membership system can increase by 22%. It is recommended to establish a customer database in the early stage.
The current braised pork market is still in a growth period, and the market size is expected to exceed 400 billion yuan in 2023. However, it should be noted that with the entry of capital, the industry is accelerating reshuffle. It is recommended that entrepreneurs combine local taste preferences to create a product portfolio with memorable points, and at the same time pay attention to online traffic acquisition and private domain operations, so as to break through the fierce competition.
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