Regional cuisine C is in power, and Regan Noodles welcomes the high-light ＂food＂ engraving.

Gourmet is a kind of philosophy. Gu Wenhao wrote in "The History of Civilization on the Tip of the Tongue", "Whether it is to arouse yesterday’s world or to explore the deep reasons for the changes of the times. Food is no longer a simple thing to eat. On the contrary, it fully participated in the shaping process of personal memory and the whole society. The regional specialty food is especially in the hometown, which carries the smell of the hometown of the country when the youth is young; For early adopters, it conveys the unique cultural core of distant places. "

Gourmet philosophy, the quiet rise of regional cuisine

The sudden epidemic has trapped Wuhan. For a time, every bit of Wuhan touched the hearts of the people all over the country. With the gradual disappearance of the epidemic, people’s worries about Wuhan and its people have gradually turned into expectations and blessings for its rapid recovery. However, in the face of the tourism industry that has not resumed as usual, both the Yellow Crane Tower and Wuda Sakura are still far from us. At the moment when the travel was stopped, it trapped the body but could not help the Chinese people to explore the gluttony of regional cuisine. A national regional food feast has quietly emerged on the Internet, and the sales of regional food such as snail powder, hot pot, hot and sour powder and rice noodles have soared. At the same time, Regan Noodles has become the "sustenance" of the people of the whole country. According to statistics, from January 20th to March 2nd, 2020, snail powder on Taobao ranked first among the best-selling products. At the same time, the sales of convenience Regan Noodles products have also increased substantially. The epidemic of "black swan" has brought new opportunities to regional cuisine.

Investigating the reasons for the sudden emergence of regional cuisine, Professor Zhou Hongcheng from China Institute of Food Culture, Zhejiang Gongshang University interprets it as follows: First of all, the production process of regional cuisine is relatively simple and the production process is not complicated, and the short, flat and fast cooking method conforms to the fast-paced life trend of modern people; Secondly, regional cuisine can satisfy diners’ psychological curiosity about unknown tastes in different regions; Furthermore, the online celebrity of regional cuisine has also promoted the rapid development of regional cuisine.

Indeed, the sudden emergence of regional cuisine in the past two years is closely related to its regional culture and modern people’s different psychological demands for food. First of all, there is a profound historical and cultural endorsement behind the "small but specialized" regional cuisine with distinctive characteristics, which is not only food but also traditional culture. According to ccas《2019 Asian Catering Development Report, 87.5% of the respondents believe that food exchange and mutual learning is an important way to communicate with cultural civilization. Secondly, the new media channels represented by short videos provide a huge flow and window for spreading regional food culture. Tik Tok search data shows that the search volume with "gourmet" as the key word in the first quarter has greatly increased compared with the past. The bottom-up communication path also provides an emotional foundation for the spread of regional cuisine. A large number of regional cuisines have changed from grassroots to popular national cuisines, and local snacks such as Moon steamed buns, Taiwan Province rice balls, northeast fried skewers, snail powder, hot and sour powder and Regan Noodles are the representatives of this cultural phenomenon.

Carrying blessings, Regan Noodles jumped into online celebrity’s new "group pet"

Among many regional cuisines, Regan Noodles will undoubtedly be the big winner this year, and its popularity has even become a cultural phenomenon. According to "Taobao Eating Big Data Report in 2019", Regan Noodles sold 4.78 million pieces a year, ranking among the top of the list of "Chinese regional snacks" and enjoying a good popularity. With the restart of Wuhan, Regan Noodles, the "old online celebrity", has become a "new group pet" in the regional food industry, and has a tendency to surpass the big brother snail powder. According to media reports, recently, many Regan Noodles brands are out of stock or pre-sold on shopping platforms such as Tmall and JD.COM. Among them, the delivery time of Regan Noodles products in pre-sale needs to wait for many days, and the hot scene can be seen.

One of the reasons why Regan Noodles can stand out among many regional beauty foods is its unique taste. Everyone in Wuhan knows that authentic sesame sauce is the soul of Regan Noodles. After eating a bite, the faint sesame fragrance overflows the mouth, the crispy side dishes are fresh and delicious, and the noodles are strong, refreshing and slippery. The second is because of its cultural connotation. As the city card of Wuhan, the authentic Regan Noodles with glutinous gluten sauce, spicy and delicious flavor is like the cool and honest and frank character of Wuhan people, showing the fashionable attitude of Wuhan. In 2014, Wuhan Regan Noodles was officially declared as a national intangible cultural heritage, and it was also called "Four Noodles in China" with Zhajiang Noodles in Beijing, Daoxiao Noodles in Shanxi, Lamian Noodles in Lanzhou and Dandan Noodles in Sichuan. Thirdly, as the epitome of Wuhan, Regan Noodles has become a national memory of the epidemic, and has been endowed with more national cultural symbols, placing the blessings and expectations of the people of the whole country on Wuhan.

At 0: 00 on April 8, Wuhan lifted the control measures for the passage from Han to Hubei, and Wuhan finally got out of the cold winter. A picture by Weibo netizen @ Chen Xiaotao momo exploded the network, and "Regan Noodles, long time no see" became a popular buzzword and rushed to the hot search. In order to help Wuhan and Hubei recover as soon as possible, JD.COM and other e-commerce platforms launched a "buy all Hubei goods" campaign, and a number of featured goods, including Regan Noodles, "exploded" on the platform. Zhou Danpeng, a food industry analyst in China, also mentioned the influencing factors of emotional marketing when interpreting the sudden hot sale phenomenon in Regan Noodles.

"Noodles" compete for hegemony, and good sesame sauce is the authentic taste.

But at present, there are many brands in Regan Noodles market, and their tastes are complicated. Search "Regan Noodles" through "Sky Eye Search", and there are 18,679 related companies. A dazzling array of products can be described as "the flowers are gradually fascinating." How to select Regan Noodles with authentic flavor from many brands like "the fight between immortals" has become a difficult problem for consumers.

Recently, Huang Cancan, an artist who was born in Hubei and grew up in Wuhan, joined hands with the self-catering brand that created a catering standard for one person to launch an authentic Regan Noodles-self-catering Wuhan Vitality Regan Noodles. Adopt imported wheat, 10 degrees cold water multi-pass kneading technology to make dough, and the gluten is refreshing; The black sesame paste rolled by traditional technology is rich and mellow; Just the right sour beans, sour and appetizing; Spicy radish diced with radish as raw material is fresh and crisp; With chopped green onion and sesame seeds, the authentic Wuhan flavor of Regan Noodles will be brought into full play.

"Regan Noodles’s soul is sesame sauce. Since the pot of Wuhan vitality, Regan Noodles has brought the mellow flavor of sesame sauce to the extreme. The addition of small ingredients such as sour beans and spicy radish diced enriches the taste, and the spicy oil and sauce are just right, making the taste more Wuhan-like." In order to restore authentic delicacies to the greatest extent, as the delicious ambassador of Regan Noodles, Huang Cancan personally participated in product development. Among them, the proportion of sesame sauce is constantly adjusted based on her feedback, just to find the authentic taste of Wuhan.

After 1995, Huang Cancan met Wuhan Regan Noodles with a history of nearly a hundred years, just like the collision between young people and traditional culture, which showed the original attitude of young consumers towards life, not only pursuing texture, but also being fashionable and interesting. As a Regan Noodles with the same attitude, Zihiguo Wuhan Vibrant Regan Noodles is not only rich in material, delicious, but also attractive and interesting. It incorporates local cultural elements in packaging design, and the appearance of Wuhan dialects such as "premature", "solid" and "right appetite" brings authentic flavor to consumers. The intimate design of the filter hole and the transparent food-grade lunch box show the attitude of a food enterprise and its insistence on quality.

It is worth mentioning that this dynamic Regan Noodles in Wuhan has also pinned the emotional resonance of the self-hi pot, Huang Cancan and Wuhan. After the outbreak of the epidemic in January 2020, Zihuiguo took the lead in donating more than 5 million yuan worth of Zihuiguo to more than 50 hospitals in key areas of COVID-19, such as Wuhan, Xiangyang, Yichang and Huanggang, becoming the first internet enterprise to donate to the epidemic area and the first emergency food to be delivered to Wuhan hospital. Huang Cancan, a native of Hubei Province, also donated 30,000 copies of self-hi-pot products to the epidemic area in conjunction with self-hi-pot. This origin is also an important opportunity for the launch of Wuhan Vitality Regan Noodles.

One-person aesthetics opens the era of "exclusive enjoyment" of food

According to statistics, in 2018, the sales of "one-person food" foods, such as self-heating hot pot and snail powder, increased by over 60% year-on-year. According to the data report of "National Taste in 2019-2020" released by Tmall, one-person food will become one of the six annual food consumption trends in 2020. With the growing number of single people living alone, the single economy has risen, and one-person eating has gradually become a trend.

At the same time, the main group of "eating for one person" is Generation Z, and this group of young people who pursue the attitude of "being alone but not alone" are more willing to enjoy this consumption habit. The Post-95 Lifestyle Research Report describes the characteristics of this group in detail. They are more concerned about "experience" and "frugality" at the same time, and they try to tap better value and service. In terms of attitude towards food, it is reported that Generation Z pays more attention to food health, takes a fancy to food culture, likes DIY process and interaction. Their attitude towards food is closer to the category of "aesthetics".

In order to conform to the brand-new lifestyle and psychological aesthetic appeal of Z generation, the brand of self-help pot has formed its own unique product matrix. Focusing on the regional taste, Zihiguo, which devotes itself to promoting Chinese food culture, has successively launched online celebrity regional special fast food products, such as snail powder self-heating pot (Guangxi), chicken soup with small fresh mushrooms (Yunnan fresh mushrooms), Japanese dolphin bone self-heating pot, Korean army self-heating pot, beef clay pot with sand tea (Guangzhou), Chongqing Xiao noodles, etc., so that young people of generation Z can taste delicious food from all over the country without leaving home. The launch of Regan Noodles has further enriched the product layout of regional cuisine in Zihiguo, and enabled more Z-generation young people and food lovers to taste the original "Wuhan flavor", satisfied their curiosity about food, and provided rich life choices of "eating for one person".