Why can braised products have a market worth hundreds of billions, and why can braised vegetable restaurants continue to prosper?

Braised food is perhaps the most diligent person in the food world. If you don’t have enough food, cut a braised duck in half. When you have a lonely mouth in your spare time, try a plate of chicken feet. When you drink, you feel it’s not flavorful enough, so you order some. Pig ears, taking the train is too boring, so braised duck necks accompany you...

Hundreds of billions of braised food market

In the 1990s, China's first batch of "braised food people" were born. In 1993, Xu Guifen, a 42-year-old laid-off female worker, opened her first small shop in Nanchang, and her dish of soy sauce duck became very popular. Two years later, 20-year-old Zhou Fuyu couldn't bear the hard life of working for others, so he decided to start his own business and open a braised vegetable restaurant in Wuhan. At that year, he had no idea that the "strange-flavored duck" he developed would land him on the Hurun Rich List twenty years later. The following year, Zhong Huaijun, the second-generation braised chicken chef, went to Nanjing and gave up his signature oil-broiled duck and switched to Baiwei chicken.

The first generation of "braised meat people" who started in a small shop were the first to write the myth of listing. In 2012 and 2016, Huang Shanghuang and Zhou Hei Ya went public one after another; Ziyan Baiwei Chicken, which had been standing still, surpassed the listed giants in terms of store scale and revenue. With more than 4,600 stores and a revenue of 4 billion, it surpassed the listed giants.

Why can braised products have a market worth hundreds of billions, and why can braised vegetable restaurants continue to prosper?

In the past few years, the braised food industry, which has a long eating tradition and a large consumer base, has shown sustained and stable growth momentum driven by the new consumption wave. Since 2013, industry-wide sales have maintained a high growth rate of more than 15%. The market size is expected to reach 227.5 billion yuan by 2025. Among them, casual braised snacks account for 40%, and 60% are braised products that go with meals. The growth rate of braised food is unparalleled in the entire snack food field.

Braised food has a history of thousands of years and has been passed down to this day. It naturally has profound food cultural connotations.

With a market worth hundreds of billions a year, braised vegetables have gone from being a side dish on citizens’ tables to becoming an indispensable snack food for young people’s leisure and entertainment, and then being picked out by merchants as single-item main dishes. With a market worth hundreds of billions, one cannot but admire the huge profit potential of braised food.

Braised food culture has a broad foundation

Braised food culture has a long history. To trace the origin of braised food, we should start from the relationship between "halogen" and "salt". After Li Bing, the prefect of Shu County in the Qin Dynasty, led more than 10,000 migrant workers to build the Dujiangyan water conservancy project, he sent people to "cross the Guangdu salt well" to produce the earliest well salt in Sichuan. "Huayang Guozhi" written by Chang Cu, a native of the Western Jin Dynasty, traces the dietary customs of that time There are records of "good taste, good spiciness" and "fish salt, tea honey, red pepper". It can be seen from this that people at that time were already using salt and pepper to make brine.

Since Shennong tasted hundreds of herbs, people have gradually gained understanding of Chinese herbal medicine. "Medicine and food come from the same source", which not only treats medicine as food, but also gives food medicinal properties. Medicine borrows food power, and food helps medicine power. The two complement each other and bring out the best in each other; they not only have high nutritional value, but also can prevent and treat diseases. Disease, health care, physical fitness, and longevity. The properties of braised food are exactly in line with the basic characteristics of medicated diet. The appropriate amount of Chinese herbal medicines are selected and combined with the ingredients. It not only emphasizes the color, aroma, taste, shape and meaning, but also pays attention to the nutritional value. A good braised food can not only have a good nutritional effect on the human body, but also stimulate people's appetite.

There is a lot of research on Chinese braised food

Braised food is suitable for opening a store

01 Consumption scene

From business banquets to traditional activities, from rural areas On the street, from high-end to snacks, the consumption scenarios of braised food are very diverse.

02 Sales Channels

Store sales, takeout, and takeout can all become sales channels for braised food, and the price can also change according to the scene, and can be high or low.

03 Business Model

The business model of braised products is also flexible and diverse. It can set up stalls and open stores offline, e-commerce retail online, and wholesale sales in catering stores for breakfast. , snack assistance is also available.

04 Standard Management

Easy to standardize management, small investment, quick results, suitable for entrepreneurs who lack funds. There are relatively fixed standards for the ingredients, ingredients, and time for making braised products, which are easy to standardize.

05 Flexible site selection

The location of braised food is flexible, near the vegetable market, farmer’s market, residential area, or in front of the school. The investment amount is around tens of thousands.

The connotation of braised products is expanding

With the rapid development of the retail of braised products, braised food catering has also become a popular industry for catering people to invest in the past two years. New methods, new ingredients, and new marketing are reinvigorating this ancient cooking skill. It can be said that whether it is retail or restaurants in various places, braised food has an attractive market space.

Braised food has a history of thousands of years and has been passed down to this day. It naturally has profound food cultural connotations.

With a market worth hundreds of billions a year, braised vegetables have gone from being a side dish on citizens’ tables to becoming an indispensable snack food for young people’s leisure and entertainment, and then being picked out by merchants as single-item main dishes. With a market worth hundreds of billions, one cannot but admire the huge profit potential of braised food.

In short, the sales method of braised products is flexible. It can not only be the protagonist of the dinner table, but also be used as daily snacks. It can be adapted to various consumer groups. In addition, it has a low threshold, small investment and considerable profits. It has a very large market space, so this is the fundamental reason for the long-lasting popularity of braised products.