The grilled fish TOP10 was released, and the 100 billion track was shuffled.

Highlights of this issue:

1. The grilled fish brand TOP 10 was released

2. After the reshuffle, the grilled fish enters the cooling-off period.

3. "iteration and differentiation" of grilled fish

Grilled fish is definitely an underestimated big track. Since the first storm in 2012, grilled fish has gained a firm foothold in the catering industry as an independent category.

Relevant data shows that at the end of 2021,The scale of grilled fish market has reached 109.6 billion yuan.. Although "pickled fish fever" and "fish frog hot pot fever" appeared one after another, their market scale in 2021 was not large, with 32.2 billion yuan and 50.2 billion yuan respectively.

At the same time,The heat of grilled fish is also extremely high.According to "China Hotpot Big Data Report 2022", most of the grilled fish are in the top three places in the hot pot/similar hot pot list of China’s top ten cities, especially in Beijing, Shanghai and Changsha.

In recent years, with the continuous improvement of cold chain logistics, the continuous maturity of industrial chain, and the continuous optimization and iteration of single-store model, many excellent brands have run out of grilled fish track.

According to the dimensions of the comprehensive number of stores, public platform exposure, word-of-mouth and favorable rate, the hot pot meal data research institute selected the TOP10 of the national grilled fish brand influence list.

Judging from the listed brands, the half-day demon grilled fish is 97.50."meal index"Ranked first, significantly higher than the second-ranked fish; However, there is not much difference in the "meal index" of the brands ranked third to tenth.

Next, we will take the listed brands as the entry point, and deeply analyze the past lives and future trends of the grilled fish track.

The appearance of grilled fish has a long history. In the 1990s, chefs from Sichuan and Chongqing went out of Sichuan and Chongqing to bring grilled fish to bigger cities. At that time, grilled fish was not standardized, and many grilled fish shops also sold products such as Sichuan cuisine and stone fish.

In the new century, grilled fish has a little scale, such as Wanzhou grilled fish and Wushan roasted whole fish, which are gradually popular. Most of the time, merchants will set up a stall on the roadside, while roasting fish, and the color, smell and sound are extremely attractive.

The public’s memory of taste buds in ancient times seems to be activated by grilled fish. By 2013, grilled fish began to grow explosively. This time point is inseparable from the influence of the "National Eight Articles". The wind of eating and drinking has been rectified, and snack bars have become popular. Grandma’s furnace fish, Beijing fish hunters and Chengdu bakers were all established in this year, making their debut on the 100 billion track.

In 2015, the volunteers took the bait and wrapped the fish in paper, and quickly copied it. The brands of grilled fish in Guangdong made great efforts, and the brand of grilled fish in the whole country gradually produced herding effect, and the grilled fish track once reached its peak; In 2016, the Half-Day Demon from the land of saints, without any moderation, expanded when it debuted. After running all the way came down, it has become the largest grilled fish brand.

Also in 2016, the popularity of grilled fish gradually declined, large and small brands began to strangle each other, and the industry chaos began; Four years later, in 2020, the grilled fish market was basically shuffled, and small-brand and unbranded restaurants began to withdraw from the stage, and regional brands performed brilliantly; In 2021, the grilled fish market warmed up again, and this time, it was not the same as every previous heat. Most of the surviving brands had "anti-epidemic genes" and paid attention to online and product promotion.

Some grilled fish brands have changed from stragglers to government officials, and from government officials to princes all the way.

There are fish shops outside the city of Beijing, fish shops in Tianjin, fish hunters in Guangdong in the south, roasters in the southwest, furnace fish in the Yangtze River Delta, flowers in the Central Plains for thousands of generations, and half-day monsters running all over the country, drawing a grand map of "grilled fish empire".

After more than ten years of development, the customer base of grilled fish has changed greatly. Generation Z, female consumers and young people in small towns have become mainstream customers of various brands.

In this process,The grilled fish industry is also constantly iterating..

Nowadays, brands that focus on freshly baked live fish, such as Baker, Flower Thousand Generation, Willing to Take the Hook, Ling Huchong, Yuku, and brands that use chilled fish, such as Bantian Yao, have formed two camps, each with countless circles.

More importantly, grilled fish has evolved many new flavors, new techniques, new ingredients and new scenes.

existIn terms of taste,In addition to the traditional spicy and sauced flavor, new flavors such as green pepper, rattan pepper, tomato, lemon, winter yin gong, snail powder, sour soup, sauerkraut, bean curd, etc. are constantly emerging, which meets the needs of young consumers for new and unique and healthy flavors.

For example, Bi Kuli’s snail powder grilled fish not only contains the classic sour bamboo shoots and fried yuba in snail powder, but also adds stinky tofu, which is very popular among female consumers. Many netizens lamented, "What kind of immortal food is this? I want to try it."

existIn terms of technology, there are processes such as charcoal baking, kiln baking, tin foil baking, furnace baking and cellophane baking.It not only brings a differentiated taste experience, but also brings different visual impacts.

existIn terms of ingredients, there is a trend of "grilled fish+"For example, kebabs, pot-stewed, fried, sweet drinks, drinks, etc., are exactly the same as the evolution of hot pot. In short, it is necessary to meet the diversified needs of the Z generation with rich products.

existScene buildingTrendy scenes are constantly emerging. The baker’s shop in Chengdu Kehua North Road created a starry sky scene in the universe. Planets of all sizes hung under the blue-black "night" and immediately felt like floating in space. For a time, many young people, especially young women, went to punch in.

In addition, there are half-day demon, Lai Meili’s cartoon style, Ling Huchong’s iconic kiln baking, etc., all of which give customers a strong sense of impact and memory.

Category integration is a very difficult thing, because it not only meets the market demand, but also conforms to the customer’s mind. However, category differentiation is an out-and-out trend, just as it is difficult for two branches to grow together, but it is very common for a branch to send out several new branches.

The appearance of grilled fish rice and small portions of grilled fish is the result of differentiation of grilled fish.

Born in 2019, Mr. Su grilled fish rice has 298 stores so far, which can be described as the peak of debut, and ran out of more than 200 stores in the first year of opening;

The boneless grilled fish rice, which was also born in 2019, is steady and steady, and its volume is gradually increasing. At present, it has 196 stores;

There was only one boneless grilled fish rice for Dad in 2019, and it began to expand wildly in 2020. Now there are 177. Of course, the star effect cannot be underestimated, and there are stubborn small fish boneless grilled fish for rice. In 2020, there were 149 stores.

Grilled fish rice is a fast food, which is a scene other than grilled fish.However, the popularity of grilled fish rice may be a reference for hot pot practitioners, that is, the differentiation of categories must be in a certain scene, and this scene is real and verified by the market, not only in the imagination of operators.

Another differentiation of grilled fish is"Small portions of grilled fish", like a small portion of grilled fish in Qingkou, was born in 2018, when the killing was serious, and there are currently 118 stores; There is also a small portion of grilled fish that was born in 2015. The strategic strength is very stable. Before 2019, there were only four stores. In 2020, when the epidemic gave birth to one-person food, we seized the opportunity and opened more than 70 in one breath.

There are many brands similar to small portions of grilled fish, most of which are a grilled fish. Some side dishes are put at the bottom of the pot and cooked, and the price is not high. Everyone can eat enough around 20 yuan, which is more like fast food.

The scene of grilled fish is "roasting", and it is more atmospheric for everyone to sit around and roast. Therefore, grilled fish is a category with strong social attributes; However, the one-person food caused by the epidemic and the current prevalence of light socialization have divided grilled fish into "grilled fish rice" and "small grilled fish". In the final analysis, it is the trend and demand.

The progress of grilled fish will not stagnate, and it will continue to differentiate into more categories, or there will be new retail of grilled fish (into offline convenience stores, supermarkets, etc.), snack bar of grilled fish blocks (similar to shrimp-sliding shops), grilled fish prefabricated dishes, etc., and there may also be the form of grilled fish shops and grilled fish stalls to enrich restaurant products.

It is worth mentioning that efficiency is also an important factor to determine the expansion speed of grilled fish. Apart from its powerful partner model, efficiency is an important barrier for the half-day demon’s rapid staking, which deserves many practitioners’ consideration and reference.

Barbecue and cooking are things hidden in human taste genes. When people first use fire, they eat barbecue-the fire of lightning lit the forest, and all kinds of animals were barbecued into delicacies. When people can save the fire, cooking is also written into the taste.

Barbecue and hot pot seem to be a perfect match, while grilled fish combines them just right.

In the future, grilled fish will give birth to more brands and differentiate into more categories, and the maturity and stability of the supply chain will also broaden the grilled fish track.