年销10亿仍然破产，自嗨锅营销窟窿有多大？

Core Viewpoint - The company "自嗨锅" (Self-Heating Hot Pot) is facing significant challenges, including declining sales, negative consumer sentiment, and operational losses, leading to its potential bankruptcy and a shift in consumer preferences towards more convenient and appealing food options [2][6][32]. Financial Performance - In 2020, "自嗨锅" achieved sales close to 1 billion, but still reported a net loss of 1.51 billion due to high marketing expenses [9][11]. - By 2022, the company's revenue dropped by 17.34% to 819.7 million, with online sales declining by 41.54% [11]. - The marketing expenses were significantly reduced from 246 million in 2021 to below 30 million in 2022, which helped improve profit margins [9][11]. Consumer Sentiment - Consumer feedback has turned negative, with complaints about product quality, including issues like unappetizing flavors and high prices, leading to a loss of brand loyalty [17][19][21]. - The perception of "自嗨锅" as overpriced and underwhelming in taste has become prevalent among consumers, impacting its market position [21][23]. Market Trends - The self-heating hot pot market is shrinking, with competitors like "卫龙" and "统一企业" also withdrawing from the market due to changing consumer demands [32][35]. - The rise of pre-packaged meals and the convenience of delivery services have further eroded the unique selling proposition of "自嗨锅" [38][43]. Product Development - "自嗨锅" has struggled to innovate and keep up with evolving food trends, failing to introduce new flavors or healthier options that resonate with current consumer preferences [20][43]. - The brand's attempts at cross-promotions and collaborations have not generated significant consumer interest, indicating a disconnect with its target audience [26][32]. Operational Challenges - The company is burdened with debt and legal issues, complicating its ability to recover and adapt to market changes [16][32]. - Regulatory challenges, such as bans on carrying self-heating hot pots on trains, have further limited its market reach [14][32].