Core Insights - The core focus of the article is on the rising popularity of "spicy crab" as a new trend in Chinese New Year meals in Nanjing, driven by Hema's collaboration with renowned chefs to create easy-to-prepare festive dishes [1][6]. Group 1: Sales and Consumer Trends - Hema's "封神" series of New Year dishes has seen a sales increase of 116% since its launch, with spicy crab and grilled pepper bass being the most popular items [6]. - Consumer research indicates that families prepare an average of 3.3 large meals during the Spring Festival, with nearly 90% preferring hometown flavors and over 80% willing to try creative dishes [5][6]. Group 2: Culinary Innovation - Hema has partnered with four celebrity chefs to recreate popular dishes from a food variety show, making them accessible for home cooking [5][6]. - The company has innovated cooking techniques, such as introducing a bubble system in oil frying to replicate the delicate cooking methods used by chefs, ensuring consistent quality in mass production [9]. Group 3: Local and Regional Offerings - In addition to the "封神" series, Hema has introduced various regional dishes, including "八宝糯米蒸红膏蟹" and "东北炖大鹅," catering to diverse consumer tastes [11]. - Hema has also focused on local Nanjing cuisine by offering traditional dishes in gift boxes, appealing to the nostalgia of local residents [12].

Core Insights - The article discusses the increasing popularity of Hema's new spicy crab dish, part of their "Fengshen" series for the upcoming Chinese New Year, which has generated significant buzz on social media and attracted many customers to try it [1][3]. Group 1: Product Innovation - Hema has collaborated with Michelin-starred chef Zeng Huaijun to create unique dishes for the New Year, aiming to provide consumers with easy-to-replicate gourmet meals at home [3][5]. - The "Fengshen" series features a blend of regional cuisines, including Sichuan, Fujian, Northwest, and local Shanghai flavors, and has seen a 116% year-on-year sales increase since its launch [5][9]. Group 2: Consumer Preferences - Research indicates that during the Spring Festival, families typically prepare an average of 3.3 large meals, with nearly 90% preferring dishes that reflect their hometown flavors, and over 80% willing to try creative new dishes [3][5]. - The popularity of dishes like "Burnt Pepper Bass" and "Yongchun White Duck Stewed Fish Lion Ball" has surged, with online searches exceeding ten million, reflecting consumer demand for both traditional and innovative flavors [5][9]. Group 3: Culinary Challenges - Hema faced significant challenges in replicating chef recipes for mass production, particularly with dishes requiring precise cooking techniques, such as the oil immersion method for the bass [7][9]. - The company innovated by introducing a bubble system in the oil to maintain consistent temperature control, allowing for the industrialization of complex cooking methods [7]. Group 4: Broader Offerings - In addition to the "Fengshen" series, Hema has introduced other regional specialties like "Eight Treasure Sticky Rice Steamed Red Crab," "Northeast Braised Goose," and "Sichuan Beer Duck," catering to diverse consumer tastes [9].