“Promoting Sichuan Miaojia specialties to the whole country and opening up the subdivision of pot bottoms.”
Produced by: Financial Graffiti
On October 28th, Haidilao broadcasted the autumn and winter new product launch conference online for the first time on Douyin, and 11 national products were unveiled , covering the four categories of pot bottoms, dishes, snacks and drinks, including kimchi duck pot bottoms and konjac vegetable hairy belly. At the same time, two sparkling waters, Camellia Fragrant Green Grapefruit Tea and Grape Oil Orange Sparkling Water, were also launched.
According to the official statement of Haidilao, in August this year, Haidilao just started to try to do live broadcast . This conference is also the first time that Haidilao has launched a new product launch conference for users across the country in the form of live broadcast. According to official data, 3 hours after the launch of the online press conference, Haidilao ranked 5th on the Douyin platform’s national brand group buying list this week, and ranked 1st among Sichuan-Chongqing hot pot brands.
Song Qing, executive director of Haidilao and director of the Product Committee, revealed that Haidilao’s new product creatively uses duck as the main ingredient, which is rare in the hot pot market, to open up a subdivision field ; Products with matching flavors in the four categories of base, dishes, snacks and drinks are launched in a centralized manner to create a more memorable dining experience, and in the form of “user co-creation”, consumers can participate in Haidilao’s new products through new product tasting. R&D.
At the end of 2021, Haidilao released a new two-wheel-drive product plan of “regional new + national new”. In 2022, its launch of a number of popular new products will play a significant role in promoting new sales and enhancing repurchase.
The new core product “Kimchi Duck Pot Di” is inspired by “Kimchi Chicken”, which is a special food popular in eastern Sichuan, Chongqing and Miao people, with strong Sichuan-Chongqing flavor and strong brand imprint , Haidilao’s product development staff transformed this authentic Sichuan folk dish and served it on the tables of customers across the country.
It is reported that this is the third time that Haidilao has launched new products nationwide this year. On New Year’s Day this year, Haidilao launched 7 products nationwide, including real fragrant pot, mutton with scallions, a crispy pea tip, and crispy and tender fried milk; in June this year, Haidilao launched a new generation of tomatoes nationwide. There are 8 new products including pot, Haidilao coconut, alpine green bamboo shoots, and kelp seedlings. Focusing on new products across the country, more new products are recognized by customers. Products such as Zhenxiang Pot, a new generation of tomato pot, and Haidilao coconut are all popularly recommended on social platforms and become popular.
Haidilao’s popular products are inseparable from the co-creation of customers. According to reports, taking this autumn and winter new product launch as an example, before the official launch, the company has invited Haidilao customers to taste the new products in 16 cities across the country for 23 days, and received more than 10,000 tables of customers in total. Customers suggested targeted adjustments, Song Qing said, so Haidilao does product innovation, and customers do the secondary innovation of Haidilao’s innovative products.
The data shows that the two new product launches in January and June this year have helped the overall turnover rate of Haidilao stores across the country to increase significantly compared with the same period last year. At the end of last year, Haidilao announced its new product plan, announcing that Haidilao will promote product innovation from the national and regional dual systems, from the bottom of the pot, dishes, snacks and experience, etc. All-round innovation, and maintain at least twice a year nationwide new rhythm. Song Qing said that we hope to improve customers’ perception of our new products by updating the system.
In terms of marketing, Haidilao is also striving to reach and influence a new generation of young consumer groups in the digital business position , so this time it is also through online platforms and new product launches to drive product sales.
In July 2020, Douyin officially launched local life, adding functions such as ticket booking and hotel booking to the personal homepage of merchants. According to Ni Boya, Director of Douyin Life Service Catering Industry Operations, from April 2021 to March 2022, catering-related transactions on the Douyin platform have been increasing, with an average growth rate of more than 50% in the number of transaction users. .
Big catering companies are also looking for growth on Douyin. According to He Guangqi, the founder and chairman of Xiabu Group, in May this year, the 6th anniversary event of its subordinate brands made up 4.6 million yuan in the Douyin life service; on September 10, 2021, Dicos launched the Douyin flagship store for the 25th anniversary During the celebration event, the shopping guide launched a limited-time redemption coupon in the live broadcast room, and the transaction amount was as high as 5 million.