35元一盒边角料，网红自嗨锅消亡史

Core Viewpoint - The article discusses the rise and fall of the self-heating hot pot brand "Zihai Guo," highlighting its rapid growth and subsequent decline in the self-heating food market, which is attributed to pricing strategies and market competition [6][24]. Group 1: Industry Background - Self-heating food is not a new concept, with origins dating back to the 1970s and 1980s in the U.S. and Japan, but it gained popularity in China around 2014 with the emergence of self-heating hot pots [7][9]. - The rise of self-heating hot pots was fueled by the micro-business boom in 2014 and the growing popularity of hot pot restaurants, which created a new market for convenient single-serving meals [9][10]. Group 2: Company Overview - Zihai Guo was founded in 2017 by Cai Hongliang, who previously sold his snack brand for 900 million yuan, allowing him to invest heavily in marketing [12][13]. - The company achieved rapid revenue growth, surpassing 1 billion yuan in its first year and reaching 10 billion yuan in 2020, largely due to aggressive advertising and celebrity endorsements [13][14]. Group 3: Pricing and Market Position - Zihai Guo's pricing strategy focused on premium pricing, with products priced above 35 yuan, which was significantly higher than competitors, leading to a decline in sales as consumers sought better value [14][17]. - The company faced challenges in traditional retail channels, relying heavily on e-commerce and live-streaming sales, which increased operational costs and affected profitability [17][18]. Group 4: Competitive Landscape - The self-heating hot pot market is highly competitive, with Zihai Guo's main competitors being high-end takeout options, which offer better quality and value [18][19]. - The use of low-quality ingredients and the perception of self-heating hot pots as less convenient than other meal options contributed to Zihai Guo's decline [19][21]. Group 5: Decline and Future Outlook - By 2022, Zihai Guo's revenue began to decline, with a reported 20% drop, as the market shifted towards value-oriented products [14][24]. - The company struggled to find buyers for its assets, revealing underlying issues such as stagnant growth and high costs, leading to a potential collapse by 2026 [24].