Zihi Pot was born in January 2018, with its cute space cartoon image, it has earned a lot of eyeballs in a number of convenient hot pot products with orange packaging, and by using actor Lin Gengxin as a spokesperson, with the help of a series of promotional activities such as Hua Chenyu and Xie Na, it quickly became popular on the Internet with the help of a series of promotional activities such as Hua Chenyu and Xie Na, and the sales and popularity have been very good.
 
The positioning of Zihai Pot is a young consumer group, and the packaging design also caters well to the aesthetics of young people. Unlike traditional hot pot, which uses pickled pickles, the vegetarian dishes of Zihi pot are freeze-dried in vacuum freeze-drying, which is also one of its selling points. Compared with traditional pickles, this method is characterized by better retention of the original form and nutrients of vegetables, and its production cost is higher than that of pickles, but in terms of taste, vegetables are not seasoned before freeze-drying, so the flavor is not as good as pickles. Another selling point of Zihai pot is that no preservatives such as potassium sorbate are added, because the freeze-dried vegetables can be stored at room temperature for a long time without additional preservatives.
 
There are many flavors of Zihi pot, but it is mainly spicy, and the bottom of the pot is mainly butter. Spicy flavors are more popular for spicy beef, spicy fat beef, spicy beef offal, and spicy fresh vegetables. The spicy flavor is handled well, and the spiciness is slightly lower than that of traditional hot pot brands such as Dezhuang, but the butter flavor is very light, and it is far less mellow than that of professional hot pot brands. Although there are many types of ingredients, due to freeze-drying and other reasons, the overall taste is slightly hard, the vegetables are not flavorful enough, and they are not as crisp as pickles, and the beef is slightly firewood, but the vermicelli performs well, soft and chewy. Among them, in addition to the original version, the flavors of spicy beef, spicy fat beef, and spicy beef offal are also divided into slightly spicy and heavy spicy according to the spiciness, and consumers can choose by themselves. In addition to the original seasoning packet, Zihai Pot also comes with an original Hi Packet, which contains Sichuan pepper, Sichuan pepper and rattan pepper to enhance the spicy taste, and those who need it can add it themselves.
 
Other flavors include beef curry, haggis tomatoes, lamb scorpions, fresh clams, Korean troops, Korean cheese and seafood. In terms of packaging design, the self-hi pot is eye-catching, its inner and outer boxes are much larger than ordinary convenient hot pots, which can prevent the boiling soup base from spilling onto the table, and the inner box is an aluminum box, the round edgeless pot body is heated more evenly, and the thicker cushion gasket at the bottom can also effectively prevent scalding. Zihi pot is close to a professional hot pot brand in terms of price, with the meat version at about 35 yuan and the vegetarian version at about 27 yuan.
 
The strength of Internet brands such as Zihai Guo is not as good as that of traditional hot pot brands, and there are also shortcomings in the supply chain capacity, but the positioning is relatively clear, designing brand IP around the "lazy house" young people, and using star effect, live broadcast traffic, advertising placement and other ways to lay out new media channels. The overall taste is not exquisite, but the product is rich in flavor and can provide more diversified choices.