The crayfish hitchhiked on takeout.

Summer is the season for crayfish. But this year's crayfish hitched a ride on Internet takeout. Call friends to sit around at home, watching TV, chatting jokes, while sucking shrimp pliers, this is the most correct way to open crayfish.

Naturally suitable for Internet takeout.

Tongue is busy, Curly Fu, Shrimp baby. Since last year, the names of these crayfish takeout have gone viral on moments. Central kitchen, Wechat ordering, express delivery. These Internet games have made crayfish the latest takeout online celebrity.

"Crayfish are born for takeout." Wang Xue, the founder with a busy tongue, told the Economic Daily that a box of crayfish with a unit price of more than 100 yuan is usually about 20, with high average prices and low delivery costs. In addition, the crayfish has a single taste, with a total of spicy, 13-fragrant, garlic, braised, and clear water, which are easy to be processed in the kitchen. Crayfish with thick shells are more tasty than eating in a restaurant after two or three hours of journey. even if it is frozen and then heated, the taste will not change much, especially suitable for the takeout market.

As a result, many people fell in love with the blue sea of crayfish takeout in 2015, when a simple food delivery struggle broke out. It is said that more than 1,000 crayfish takeout projects sprang up across the country last year, including more than 200 in Beijing. Curly Crayfish, Lightning Shrimp, Shrimp baby, Shrimp in Jacket and prawns were all set up last year. 2015 is also known as the first year of crayfish "Internet celebrity".

"the best selling season for crayfish is from June to September." Wang Xue said that tongue was busy launching in July last year, and the first product launched was crayfish, with a repurchase rate of 60% in three months, which got the company off to a good start.

In 2016, take-out shrimp is getting hotter. Data from Meituan Dianping data Research Institute show that crayfish perform well in the 100 billion-class takeout market. In particular, in June this year, when the European Cup coincided, 1500 tons of crayfish took a ride in the delivery boy's battery cart to the diners' homes during the midnight snack stage (20:00 to 23:00). The sales peak appeared between 21:00 and 22:00.

Why crayfish become "midnight snack online celebrities"? just look at the physique of crayfish to know the answer-crayfish is only about 20% meat, although eating for a long time, but does not occupy the stomach, even if the dinner is full, it's okay to eat a few crayfish.

"our braised shrimp will soon be online on Dianping's takeout channel." Sitting in the new "clear Shrimp" restaurant in Fengtai District of Beijing, the owner Xiang Junjie told the reporter, "the stewed shrimp in Qianjiang oil uses dozens of secret ingredients, plus the techniques of cutting the head, opening the back, and braising for more than 10 minutes. It tastes deeper, salty and delicious, and the taste is particularly good."

He specially stressed that his shrimp was white-gilled shrimp flown in from Qianjiang, which meant that the crayfish lived in clean water. In fact, both online and offline, the current national well-known crayfish merchants sell white-cheeked shrimp. Because in the online takeout market, diners value cleanliness and hygiene most, and the Internet is enough to magnify a little problem tens of millions of times. Once there is a food safety problem, no crayfish takeout restaurant can bear the huge consequences.

The Twin cities Challenge is played online.

Crayfish that are popular all over the country are mainly from Qianjiang in Hubei and Xuyi in Jiangsu.

On June 12 this year, the 7th Hubei Qianjiang Lobster Festival kicked off again. This small town with a population of only one million seems to be painted lobster red, and there are advertisements for lobster brands such as flavor factories and shrimp brothers.

Also on June 12, the 16th China Xuyi International Lobster Festival was staged thousands of miles away in Xuyi, Jiangsu Province. However, as early as June 5, the second Internet Lobster Festival of "China Xuyi JD.com" had already kicked off. Stars such as Ulan Tuya photographed JD.com Xuyi lobster's "first order" and delivered it on the spot by JD.com couriers.

The competition between the two lobster cities has been played from offline to online, becoming the main driver of the crayfish online celebrity road.

Lobsters in these two cities are old rivals. Xuyi is the birthplace of thirteen crayfish flavors, which is currently the most popular crayfish flavor in the country. Braised Prawns from Qianjiang is the most popular in Hubei and Guangdong. Before 2003, Jiangsu ranked first in crayfish export in the country for 13 years in a row, but Hubei crayfish export ranked first in Hubei province since 2004. Therefore, Xuyi County was awarded "Capital of Chinese Lobster" by China Cuisine Association in 2008, and Qianjiang was rated as "hometown of Chinese Crayfish" by China Fisheries Circulation and processing Association in 2010.

At present, crayfish in these two cities are also actively seizing the new position of the Internet. In May this year, Qianjiang crayfish trading center opened for business, adopting the online and offline double-track circulation mode of "Internet + crayfish + logistics", with an average daily trading volume of more than 300t. Xuyi is also unwilling to be left behind. Since the beginning of this year, many local lobster enterprises have established network sales platforms in Taobao, JD.com Mall and SUNING, and the annual e-commerce sales are expected to reach more than 50 million yuan.

The Internet Express goes directly to the rice fields.

Xuyi lobster and Qianjiang lobster got red eyes, and shrimp farmers in both places also made enough money.

According to statistics, the annual output of crayfish in China is more than 600000 tons, but in 2003, this figure is only 50, 000 tons. The sharp increase in crayfish production stems from the innovative shrimp-rice continuous cropping and shrimp-rice co-cropping mode of Qianjiang people.

In 2000, Qianjiang farmer Liu Quan was the first to raise crayfish in rice fields during the idle season. The shrimp ate the natural bait in the rice fields and grew better. Because it can increase the income per mu by thousands of yuan, this breeding model was also written into the No. 1 document of Hubei Provincial Government in 2006 and promoted in the whole province.

In 2010, Qianjiang Fisheries Bureau launched the "shrimp-rice co-cropping" model on the basis of the original shrimp-rice continuous cropping. In April and May every year, when planting in the rice field, you can raise the young shrimp in the ditch next to the rice field, wait for the completion of the field preparation and transplanting, and then put the young shrimp back to the rice field to raise. By August and September, you can harvest another season of prawns. According to reports, through the "shrimp-rice co-cultivation" model, one crop of rice and three crops of shrimp can be harvested a year, and the average net profit per mu is more than 4000 yuan, which is four times that of pure rice fields. At present, Qianjiang has a crayfish farming area of 350000 mu, with an annual processing capacity of 300000 tons. Last year, the comprehensive output value exceeded 10 billion yuan, leading to employment of more than 70, 000 people.

Xuyi also implemented the comprehensive planting and cultivation model of "shrimp-rice co-cropping" reached 35000 mu in the whole county, and the comprehensive planting and breeding model of "shrimp-rice co-cropping" was popularized throughout the province. In late March this year, Xuyi Shrimp-Rice Co-cropping Standardization demonstration Zone was established by the province and became one of the three agricultural standardization demonstration projects in Jiangsu Province.

In 2015, Xuyi native Duan Defeng returned to his hometown and contracted 1500 mu of farmland and 150mu of water to grow rice and raise lobster, named Xiaohe Farm.

The farm also uses the shrimp-rice co-cropping model, but Duan Defeng carries out data management on the whole growth process of shrimp and rice through the latest Internet of things technology, and tests many indicators such as water temperature, nitrite, PH value, ammonia nitrogen and so on every day to ensure the traceability and food safety of the final product. Duan Defeng's crayfish quality has been recognized by the market. In June this year, Duan Defeng raised rice field shrimp has been launched through the online platform U shopkeeper, cooked net shrimp 1.5 jin, the price of 119 yuan, has sold more than 5000 copies. Lobster lovers across the country can even subscribe for an acre of shrimp fields for at least 4999 jin of crayfish, plus rice that has been grown under their own network monitoring.

In Xuyi, there are many new shrimp farmers like Duan Defeng. Online crayfish takeout brand Curly Fu has also chosen Xuyi as one of its crayfish bases, and the crayfish has been on the Internet express since it was still in the rice field.

Internet Celebrity Restaurant should avoid "death of seeing Light"

The relationship between online takeout and offline merchants is a bit like a siege, online people want to come down, offline people want to go up. Offline merchants have frequent problems on the Internet takeout platform, and it is not easy for online merchants to become physical stores.

Offline physical stores and online takeout play is very different, in addition to chefs and marketing, location, decoration, store managers, waiters have to worry about. There are also differences in the indicators of evaluation. According to a few third-party takeout platform users' consumption habits industry research report, 68.1% of users choose the takeout platform to pay the most attention to the safety, hygiene and other quality factors of the restaurant. But when people go to physical stores for dinner, they usually value taste the most, which is why so many delicious "fly restaurants" are so popular.

The difference between online and offline is so great that can online celebrity restaurants adapt? I am afraid the answer is not optimistic.

Curly Crayfish may be the first restaurant to go from online to offline with great fanfare. Curly Fu brand was born using Internet crowdfunding, and then raised more than 16 million yuan from supporters across the country through crowdfunding to open 10 brick-and-mortar stores in 10 cities.

Recently, Beijing Curly Fu Crayfish Baiziwan Store officially opened. This is the fourth restaurant that the store has opened in recent years, and the first few have collapsed.

By choosing such a location, Curly Fu may have confidence in himself, because they are online celebrity brands with their own fans, but on the other hand, it also shows that they are a bit risky, because the previous restaurants in this place are not doing well. The reporter's on-the-spot investigation found that one of the important reasons is that the location of the shop is not obvious and driving is difficult to find. In addition, from the actual experience, Curly Fu's service and taste are not good, and the waiter did not even notice that the handle of the bag was broken.

Now the curly Fu or the once popular Diaoye sirloin are all experts in network marketing. But any business model that can only tell stories will not last long. Once it has experienced the baptism of the real knife and gun in the market, all the color of the story will fade, leaving only its core competitiveness, that is, an excellent user experience. Including taste, environment, service, cost-effective and other comprehensive evaluation. No matter online or offline, successful businesses are no exception. Internet celebrity restaurants need to make more efforts to improve the user experience in order to avoid "death in the light".