Seabuckthorn hot pot, the first fruit-flavored hot pot bottom material in Haidilao, has been launched in more than 700 stores.

On August 19, Haidilao launched hot pot of fruit-flavored hot and sour seabuckthorn in more than 700 stores in Beijing, Shanghai, Zhejiang, Jilin and other provinces 18, leading the new trend of fruit-flavored pot bottom. Some consumers who participated in the internal testing of pre-products bluntly said that seabuckthorn hot pot brought a brand-new pot bottom choice.

Seabuckthorn is a pioneer tree species to control desertification in the "Three North" area. To show support for environmental protection, Haidilao will donate a seabuckthorn tree to the China Foundation for Poverty Alleviation for every pot of seabuckthorn hot pot 1200g consumed by customers to help control desertification in northwest China.

Healthy+delicious, seabuckthorn hot pot leads the new trend

Seabuckthorn, also known as vinegar willow, acid thorn and black thorn, is a shrub or small tree of Elaeagnus genus. Seabuckthorn fruit is rich in vitamins, flavonoids, organic acid alkaloids, various amino acids and unsaturated fatty acids, which can be used in food, beverage, medicine, health care and other industries and has important medicinal and nutritional value.

There are also many foods with seabuckthorn as raw materials in the market, such as seabuckthorn beverage, seabuckthorn puree, seabuckthorn freeze-dried powder, seabuckthorn tea and so on. However, in the hot pot consumption scene, seabuckthorn related products are still relatively rare. According to China Catering Yearbook 2020, food chafing dish includes fish chafing dish, beef chafing dish, mutton chafing dish, chicken chafing dish, seafood chafing dish, pork chafing dish, frog chafing dish, mushroom chafing dish, mixed ingredients chafing dish and so on. The introduction of Haidilao Seabuckthorn Hot Pot will help to enrich product types and provide consumers with more choices.

According to Haidilao, seabuckthorn hot pot is made of China seabuckthorn, with dried fruit. The bottom of the pot is golden in color, sour and delicious, and has the aroma of seabuckthorn fruit. In order to accurately understand and meet the taste needs of consumers, Haidilao held more than 20 internal testing tasting meetings in Beijing, Shanghai and Changsha, and experienced 19 product changes, which took more than 8 months to finally go public.

According to the person in charge of the research and development team of Haidilao Seabuckthorn Pot, it is more difficult to innovate the bottom of the pot than the new ingredients. We should fully consider the taste needs of different consumer groups. Every product iteration has undergone repeated adjustments and experiments, and it is necessary to grasp the balance within millimeters. "There is a saying in the industry that is very vivid, called' There are thousands of ingredients in the hot pot, and the taste turns around the bottom of the pot'. The difficulty of making the bottom of the pot can be imagined. "

"Judging from the tasting results, the seabuckthorn pot in Haidilao is very popular. Many tasters who participated in the event said that the taste of seabuckthorn pot was very special, which gave them a new hot pot experience. " The person in charge of the research and development team of Haidilao Seabuckthorn Pot said that some consumers mentioned in the tasting comments that seabuckthorn hot pot has a unique fruity flavor and fruit acid, and the fresh and spicy taste greatly satisfies the taste buds, and the nutritional value of seabuckthorn makes them feel healthy.

In recent years, with the rising consumption power of "Generation Z", its characteristics of pursuing independent personality, paying attention to experience and keeping healthy have attracted more and more attention from the commercial market. Haidilao launched seabuckthorn hot pot, focusing on healthy and delicious taste and differentiated taste, which also provided new choices for new consumers to a certain extent, indicating Haidilao's efforts in constantly leading new consumption trends and its determination to innovate and move forward.

"Eat a pot and plant a tree" to help green public welfare

Seabuckthorn, as an important plant to control desertification, has the characteristics of cold tolerance, drought tolerance and barren tolerance. It can not only grow on the sand dunes in the tuyere, but also breed in the beach gullies. It is a "good hand" for preventing wind and fixing sand and maintaining soil and water. Since 1985, the government of China has attached great importance to the ecological construction and development of Hippophae rhamnoides as a pioneer tree species to improve the ecological environment.

The Alipay "ANT FOREST" project also listed seabuckthorn as a planting tree species, and watering seabuckthorn became a new fashion. Seabuckthorn hot pot in Haidilao also undertakes the same public welfare mission. For every pot (1200g) of seabuckthorn hotpot consumed by customers, Haidilao will donate a seabuckthorn tree to the China Foundation for Poverty Alleviation and plant it in "ANT FOREST" to help control desertification in northwest China. "Eat a pot and plant a tree" and "Seabuckthorn pot" gather the strength of eating goods and create a desert oasis.

Over the years, Haidilao has been paying attention to the concept of green development, constantly exploring environmental protection measures, and striving to be the greenest hot pot brand. In daily operation, Haidilao practices the operating concept of low carbon and energy saving from scratch, such as implementing electronic service and office, optimizing cleaning equipment technology to save water, designing lighting and air conditioning switches in different areas, and adopting energy intelligent management system. In terms of plastic reduction and environmental protection, as early as 20 18, Haidilao carried out green design on disposable plastic products such as lunch boxes, straws and packaging bags; At the same time, Haidilao is also the first catering brand to offer half dishes, providing suggestions on the number of dishes to order and advocating "saving vegetables".

Under the new wave of environmental protection, Haidilao will continue to fulfill its corporate social responsibility and provide customers with safe and healthy dishes and beautiful experiences. At the same time, it will continue to advocate green consumption and practice green development, and contribute to the sustainable and harmonious development of enterprises, society and nature.

Innovating products and opening up new directions of seabuckthorn industry

Thanks to the government's attention to seabuckthorn planting, after years of development, seabuckthorn resources in China are rich, widely distributed and high in yield. According to the Analysis and Suggestions on the Development of Seabuckthorn Industry in China issued by the Institute of Agricultural Resources and Agricultural Regionalization of China Academy of Agricultural Sciences, seabuckthorn is distributed in more than 430 counties in 20 provinces of China. By 20 18, the total area of seabuckthorn in China will be 157h (including natural forest 107h and artificial forest for 50h).

On the whole, however, the development of seabuckthorn products is still incomplete and imperfect, and the added value of products is low, which greatly restricts the development of the industry. With the increasing demand for seabuckthorn-related products in domestic and foreign markets, vigorously promoting seabuckthorn planting will become an important growth pole of forestry economy. In particular, the seabuckthorn planting areas in China are mainly distributed in the "three north" areas (that is, northeast, north and northwest), which is a pillar industry in many economically backward areas. How to improve the added value of seabuckthorn industry directly affects the economic development of these areas.

The introduction of Haidilao Seabuckthorn Hot Pot is a beneficial attempt to comprehensively develop and utilize seabuckthorn. It is hoped that through the demonstration role of Haidilao, more outlets will be found for seabuckthorn industry, and diversified development paths will be explored to help seabuckthorn industry move towards industrialization, industrialization, modernization and standardization.

Through the promotion of seabuckthorn hot pot, it is also helpful to deepen the public's understanding of seabuckthorn and related products and deepen consumers' cognition. By the end of 2020, Haidilao * * had 1298 stores, serving more than 250 million customers throughout the year. The huge consumer groups will bring greater business opportunities to the seabuckthorn industry, help seabuckthorn growers in the "Three North" areas to improve their economic situation and enhance the local economic development level.

From the first Haidilao store established by 1994 in Jianyang to a chain restaurant brand with more than 1000 stores, Haidilao has continuously expanded its business scale, which has also contributed to the development of service industry and economic growth in China. The annual report of Haidilao in 2020 shows that the number of its cooperative suppliers is 138 1, and the rich supply chain system is like a trunk with many branches, forming a towering tree and becoming one of the members supporting the real economy.

In the future, Haidilao will continue to help China's service industry become bigger and stronger through quality improvement, product innovation and service upgrade, and provide consumers with a better service experience. At the same time, it will exert its influence, benefit more groups, and continue to contribute to promoting prosperity in high-quality development. (eating angu)