Summary of Key Points
The popular dry-steamed dishes that became a sensation last year are now seeing a wave of closures. Some stores that invested 400,000 yuan failed within just two months. This is not the first time, nor will it be the last time, that a trendy food category experiences such rapid rise and fall, reflecting the common issue of these categories gaining popularity quickly but then fading just as swiftly. Behind this phenomenon are multiple factors, including traffic, product quality, and costs.
1. Why Did Dry-Steamed Dishes Become So Popular Last Year?
Their success was due to three key factors:
- Healthiness: Steamed dishes are low in oil and salt, which aligns with the current trend of young people towards a lighter and healthier diet, making them more appealing than fried or stir-fried foods.
- Novelty: Previously, steamed dishes were mostly offered as part of breakfast menus (such as steamed buns), so opening dedicated restaurants was novel and attracted many curious customers.
- Traffic Boost: Social media platforms like short videos helped popularize these dishes, with bloggers sharing their creations and offering affordable deals (e.g., a 9.9 yuan package of steamed dishes), which quickly drove demand.
2. Why Couldn’t They Sustain Their Success for Even Two Months?
Despite the initial popularity, there were several critical issues:
- Overcrowding: Many stores opened in the same area, leading to homogenization of menus (steamed ribs, chicken, vegetables), which diluted customer interest and divided business.
- Low Repeat Business: The light taste of steamed dishes meant customers became quickly tired of them, relying solely on new customers for revenue.
- High Costs: While initial investments included setup costs, the ongoing expenses (rent, labor, ingredients) were substantial. For example, a small store could spend 60,000 yuan per month on rent, salaries, and ingredients, quickly depleting the capital before customer base stabilized.
3. What Mistakes Did Investors Make?
Many investors entered the market without proper planning:
- Lack of Market Research: They assumed that being “trendy” meant profitability, without considering local consumer preferences or calculating costs accurately.
- Neglect of Long-Term Operations: They focused on short-term traffic gains without investing in product development (varied flavors, soups, snacks) or customer retention strategies (member discounts).
- Unstable Supply Chain: The need for fresh ingredients led to frequent stockouts, damaging customer experience and loyalty.
4. How Can Trendy Categories Survive?
To succeed, they should avoid these pitfalls:
- Differentiation: Add local flavors or target specific segments (e.g., children’s or healthy options).
- Cost Control: Start with smaller venues or delivery services to reduce rent and labor costs.
- Quality Improvement: Focus on producing high-quality dishes using fresh ingredients to build customer loyalty.
5. The Dual Nature of the Internet Trend Economy
The rapid rise and fall of trendy categories is a common phenomenon:
- Consumer Short-Term Interest: People’s interest in new things wanes quickly.
- Traffic as a Double Edge: Social media can boost popularity, but it also intensifies competition.
- Short-Sighted Profit Seeking: Investors often overlook the need for sustainable business models; without solid products and operations, trends are unsustainable.
In summary, while trendy food categories have potential, success requires careful planning and attention to long-term factors. Without a clear strategy and ability to sustain costs, they may quickly disappear from the market.