Name of Work | Packaging Design of Haidilao Self-heating Hot Pot
Design Company | Rococo International Brand Planning (Beijing) Co., Ltd.
Brand Holding | Yihai (Shanghai) Food Co., Ltd.

With the improvement of living standards and material levels, consumer demand is escalating, and various industries are also developing. Many companies are embracing new consumption and building new brands. When catering meets new consumption and Haidilao meets Rococo design, hot pot becomes a self-cooked product that can be eaten anytime and anywhere without electricity and fire.

Under the background of lazy residence culture, Rococo team and Haidilao jointly explored how to turn Haidilao, a multi-person dining consumption scene, into a single consumption scene, and how to simplify Haidilao's more than 100 operation nodes into less than 20 experience nodes, so that users can eat a healthy and delicious hot pot at home. We disassembled the whole category and found the pain points, realized the category innovation in the fast food field with high experience and high color value, and finally launched the self-heating hot pot.

"Self-heating hot pot" refers to a full set of hot pot that is not plugged in, not fired, and self-boiled with cold water. The core topic of this project is to enhance the existing "self-heating hot pot" products from the brand design dimension. The Rococo team found that the packaging design of similar products on the market lacks user thinking guidance, which leads to many unreasonable experiences that violate consumer habits, which greatly affects the image of the brand in the eyes of the audience. The pain points of the existing "self-cooking hot pot" in Haidilao include the following dimensions: the material structure does not highlight the quality; Operation and application do not pay attention to user experience; Packaging design cannot stand out from homogeneous products; Problems such as low brand recognition of outer packaging.

After combining the suggestions of 100 users, Rococo has been transformed from four aspects: shape, structure, material, and experience, and through design to solve the problem of increasing the heating speed, shortening the heating time, shortening the time for consumers to wait for meals, and strengthening Improve the dining experience and make "convenience food" truly convenient. In the end, this process was reduced to 12 steps. The design was inspired by the design of Jiugongge. Once the new product was launched, it quickly exploded the market.

Aiming at the pain points of Haidilao self-heating hot pot, the core starting point is to truly understand the user's consumption and application habits, and the user quantitative questionnaire is used to cut in, through data analysis and refinement, screening eligible research targets, and collecting effective research information. Conduct in-depth interviews with focus users in the set consumption and usage scenarios. Provide practical and effective design suggestions at four levels: structure, experience, vision and brand.

The solution is briefly described as follows:
1. For heat insulation, heat resistance, plasticity and cost performance, the quality of the outer box and inner box materials is greatly improved;
2. Change the structural design to improve the heating efficiency and shorten the meal time for users;
3. Innovative design to create a unique box shape to convey the brand image by integrating the super symbols of the brand.

After the product went on the market, good brand reputation and product experience quickly detonated the market and became an important flow product of the Haidilao brand.

This Haidilao self-cooked small hot pot has been sought after by consumers since it entered the market. It has also become an explosive product of the Haidilao hot pot brand, opening a new chapter in the hot pot market.