Industry insiders believe that objectively speaking, the epidemic has promoted the transformation of self-heating food from Internet celebrity products to daily consumer goods. In the early days, the self-heating hot pot brand seized consumers' desire to explore novel products to become "net celebrity hot models" through entertainment stars, film and television drama placements, and Xiaohongshu recommendations, and opened up brand and category awareness in a short period of time. When the consumption habits are further developed and the only way to go from niche to inclusiveness, self-heating food brands will enter the competition in terms of production technology, supply chain stability, online and offline channel capabilities, and SKU expansion capabilities.
Jiang Zhifeng, senior investment director of Huaying Capital, said that the replacement of dine-in by packaged food under the epidemic has accelerated the trend of retail catering, and more and more people are pursuing packaged food that can meet the taste and quality of dine-in and have strong upgrade attributes. . New categories are making up some of the gaps in the past catering industry and lowering the educational threshold for consumers.
