The first food and beverage prepackaged food ecological conference held by foodplus was successfully held in Shanghai on August 15. More than 10 sharing guests and nearly 150 practitioners in related fields gathered together to discuss how to grasp the market opportunity of catering prepackaged food
Author: foodplus team
The deep integration of catering and prepackaged food has become an irreversible industry trend. The epidemic has obviously accelerated the development of catering prepackaged food, which is also reflected in the performance of many food and beverage prepackaged food related listed companies in the first half of this year.
Performance of several food and beverage prepackaged food related listed companies in the first half of 2020, photo source: foodplus research and analysis team
Yihai international, a listed compound condiment and convenience food company, released its performance announcement in the first half of 2020, showing a year-on-year increase in revenue of 34%, a 41% increase in gross profit, and a 52.5% increase in net profit. Sanquan food, a listed fast-frozen food company, released its semi annual report for 2020, showing a year-on-year growth of 22.6% in revenue and 409.6% in net profit. Another fast-frozen food listed company, Anjing food, has a year-on-year increase in revenue and net profit According to the semi annual report of 2020, revenue increased by 22.14% and net profit increased by 57.35%. According to the performance announcement of Guangzhou Restaurant, a listed catering and frozen food company, in the first half of 2020, the business of fast-frozen food increased by 64.41% year-on-year, but the catering business decreased by – 49.83%, and the overall performance increased by 2.25% year-on-year. It can be said that the growth of frozen food buffered the decline of catering.
According to the mid-term performance report of uni president in China in 2020, the revenue of food business segment with instant noodles as the core increased by 22% on a year-on-year basis, among which Tang Daren was particularly outstanding. The interim performance announcement of Master Kang holdings in 2020 showed that the revenue of instant noodle plate increased by 29.16% year-on-year, and the net profit increased by 93.54% year-on-year. According to the interim performance announcement of Riqing food in 2020, the revenue increased by 19.5% year-on-year, Net profit increased by 91.6% year on year.
Jia Guolong’s Kung Fu dishes are displayed in Shangchao, photo source: Internet
This acceleration is also reflected in the fact that many catering enterprises have begun to speed up the promotion of prepackaged food business, including Haidilao’s launch of frozen prefabricated dishes for dinner, Xibei’s launch of Jia Guolong Kung Fu cuisine, and plans to invest 1 billion yuan in the family kitchen market.
Whether it is for catering enterprises, or prepackaged food enterprises, or even upstream supply chain enterprises, if they want to seize the market opportunities of catering prepackaged food, 2020 and the next few years are a very critical period, and a very critical turning point for the whole industry. If we regard the catering pre packaging as an industry, we can also feel that the whole industry is in the state of being ready for development at this stage.
1. What has foodplus done on the opportunities and trends of prepackaged food?
As we mentioned in the previous article and in the publicity of the food and beverage prepackaged ecological conference, the integration of catering and prepackaged food is not a new topic. However, in the past, the industry was more about the discussion of catering retailing, which was based on the perspective of catering enterprises. How to integrate online and offline retail with restaurants as the core, the core logic is that catering enterprises as retail channels can What kind of things to do.
But the catering prepackaged food is different. It is an ecology, in which there are both catering enterprises and prepackaged food enterprises, as well as upstream and downstream industrial chains, including supply chain enterprises and retail channels. From the perspective of catering enterprises, how to make the basis of supply chain, products and brands accumulated in the past into consumer goods is to diversify the business of catering enterprises. The core logic is to graft the potential energy of catering into the consumer goods industry so as to enter another huge market.
As a research-oriented institution focusing on entrepreneurship and investment in the field of food consumer goods, foodplus first paid attention to the trend of pre packaged food in catering industry in mid-2018. It was found that many catering enterprises attached prepackaged food in their retail strategy. However, we also observed that some representative enterprises at home and abroad have adopted business diversification or authorization Prepackaged food is a core strategy, so at the end of 2018, we conducted an in-depth study on the prepackaged food of catering, and output an in-depth analysis article.
Click on the picture to read the article “prepackaged Catering: origin, development, enlightenment, entrepreneurial thinking and future development”
In this in-depth analysis of “prepackaged Catering: origin, development, enlightenment, entrepreneurial thinking and future development”, the content we talked about can be roughly divided into three core issues:
① What are the cases and areas involved in the development of prepackaged food by domestic catering brands, and what are the characteristics of the current business development?
② How to develop prepackaged product business for a catering brand? What are the existing problems in terms of the entrepreneurial fundamentals of prepackaged products? What kind of breakthrough ideas are possible?
③ Is prepackaging really a breakthrough for catering brands? What are the challenges behind it?
The specific contents of the article include: 1. Haidilao’s exploration of prepackaged food and the thinking behind it; 2. Analysis of the current situation of the development of prepackaged food brands in China; 3. Entrepreneurial thinking on the development of prepackaged catering brands; 4. Exploration and Prospect of the trend of prepackaging of domestic catering brands.
In the beginning of 2020, affected by the epidemic situation, the whole catering, retail and prepackaged food are undergoing great changes. The specific changes are reflected in the normal operation of catering under the control of the epidemic situation, and it will take a long time for the business level to return to the previous level after the epidemic situation. At this time, many catering enterprises find that the development of catering retailing alone can not improve their risk resistance The development of prepackaged food has become the consensus of most catering enterprises. As for how to develop and how to develop the prepackaged food business, these enterprises just think and explore the topic.
For retail enterprises, online is an opportunity. At the same time, fresh semi-finished products, frozen food and convenience food will gradually become a core and strong category. How to combine suppliers to develop their own brand related business, how to integrate the resources of brand end and production side to provide consumers with corresponding products are the topics that retail enterprises need to think about.
For the prepackaged food enterprises, whether it is the upstream supply chain to develop the prepackaged food business or it is a prepackaged food company, how to explore the opportunities brought about by the changes in the catering end, the consumer side and the retail end is the core issue to be considered.
As foodplus, on the one hand, we hope to continue and extend our research in 2018. On the other hand, we also hope to rely on our research accumulation, accumulated industry resources and influence from the past to the present to do something for the state of food and beverage prepackaged food, so we started to plan foodplus · 2020 pre packaged food from July Product ecology conference.
Screenshot of the first industry map in the field of food and beverage prepackaged food – industry chain, photo source: foodplus research and analysis team
Before the conference, we continued to do in-depth research on food pre packaged food, including the release of the industry’s first food and beverage prepackaged food map. In this industry map, we combed the historical evolution and mutual integration stages of catering and prepackaged food, and also sorted out the industrial chain, representative categories, products, and the whole industry chain of prepackaged food In addition to the industry map, we have also deposited a database of industry players and products to systematically sort out the players of various categories.
If you are interested in the first food and beverage prepackaged food industry map released by foodplus, please scan the QR code below to purchase.
Identify the QR code and enter the industry map purchase page
It also includes two in-depth analysis articles released before the ecological conference, which are what kind of opportunities there are in the Chinese market under the deep integration of catering and prepackaged food, and how to grasp these opportunities, and how catering enterprises do well in prepackaged food.
If the deep integration of catering and prepackaged food is a future, what opportunities will the Chinese market have and how to seize these opportunities? 》Articles
Among them, this article mainly deals with four core topics: finding opportunities and seizing opportunities
① Why is the deep integration of catering and prepackaged food a future, and where are the category boundaries and product boundaries?
② What is the relationship between the food culture of different countries and regions in foreign countries and the development of frozen food and staple food products, as well as the general situation of the industry, and what kind of enlightenment does it have for the development of Chinese catering and prepackaged food?
③ What are the opportunities for prepackaged food in the Chinese market, and what is the current and future industry pattern?
④ For catering enterprises, prepackaged food enterprises and supply chain enterprises, how to seize this opportunity?
From the beginning of cooking to the upgrading of catering to the food industry, then to the integration of catering and food industry, and then to the deep integration at this stage, as a background of the times, this paper analyzes why there is such a big trend of food prepackaged food. At the same time, the representative frozen food companies in the United States, Europe, Japan and South Korea are also explored as representative cases of catering prepackaged food in other countries and markets. What rules can we find from the categories and products of these companies. Finally, for different types of enterprises, including catering enterprises, prepackaged food enterprises and upstream supply chain enterprises, this paper analyzes their opportunities and how to seize these opportunities.
Click on the picture to read “depth: how can catering enterprises do well in prepackaged food?”? 》Articles
And how to do a good job in prepackaged food for catering enterprises, this article mainly focuses on catering enterprises, from the following four aspects of in-depth analysis:
① How should catering enterprises view the strategic value of prepackaged food business, and how to develop their own strategies?
② How do catering enterprises set up category and product strategy for prepackaged food business?
③ How many stages do catering enterprises need to go through when doing prepackaged food business, and how to do what should be done in each stage?
④ What kind of strategic position of prepackaged food business may be in catering enterprises in the future?
Finally, we hope that this article can provide more clear ideas for different types of catering enterprises in the business of prepackaged food.
We also achieved a great success in the catering prepackaged food ecological conference. A total of 10 guests made in-depth sharing on their respective backgrounds and different topics, and nearly 150 industry related practitioners participated in the conference. In our statistics after the conference, we found that about 18% of the participants were catering enterprises, 37% of the food brands, 24% of the capital side, and 20% of the upstream and downstream of the industrial chain.
2. What did the guests share and discuss about this opportunity and trend?
Food plus · 2020 food pre packaged food ecological conference live video collection, video source: foodplus
In the first half of the conference, we invited new hope Liuhe, Huiji food, Mr. Tang & zansi to share the theme, as well as a five person round table, in which Ren Hongzi was invited As the host, the guests invited Huiji food, Wang hawthorn, Mr. Tang & zansi, hidden food power.
In the second half, we invited Shuhai supply chain, Sunday, Jinding capital and eico to share the theme. At the beginning of the second half, foodplus released the first industry map in the field of prepackaged food.
New hope Liuhe food headquarters commercial super director Wu Minyuan
What is the competition and cooperation relationship between upstream supply chain enterprises and industrial enterprises?
How to think about the business development of 2b2c in pre packaged catering of supply chain enterprises? 》Sharing for the theme
Image source: foodplus
As the first guest to share the theme, we invited Wu Minyuan, director of Commerce and supermarket of new hope Liuhe food headquarters, to conduct the “what kind of competition and cooperation relationship does upstream supply chain enterprises have with industrial enterprises?”? How to think about the business development of 2b2c in pre packaged catering of supply chain enterprises? 》For the theme of sharing.
New hope Liuhe is a listed agricultural and animal husbandry company. Its industrial chain involves feed, breeding, slaughtering and deep processing. It is an absolute leading enterprise in feed, breeding and slaughtering. However, in the field of deep processing, especially in the field of packaged food, although it has a scale of several billion, it is still gradually making efforts, and its relative scale advantage is gradually forming. It is the business development of supply chain enterprises The logic of thinking deserves further understanding.
Wu Minyuan mentioned in the sharing that as an enterprise with in-depth layout in the upstream of the industry, the emerging channels are opportunities for new hope Liuhe, and these new channels include fresh supermarket and e-commerce. In the prepackaged food sector, new hope Liuhe has made a lot of layout, including terminal, food and food materials. Food refers to the beauty, beiyouzi, weizhibang and Shifu that are directly facing consumers.
At the conference, we also shared a case of new hope Liuhe’s popular product: Xiaosu meat, a local snack from Sichuan Province. From project approval to R & D, testing and marketing, and then to the support of supply chain and channels, this product finally became the representative of new hope Liuhe in the field of food deep processing, and focused more on providing professional supply for catering enterprises in sales Service.
Huiji food products and brand director Chen Miao
How to build a new track for packaging food enterprises? 》Sharing for the theme
Image source: foodplus
Next, Chen Miao, the product and brand director of Huiji food, shared the theme of “local flavor transformation, how to build a new track for packaging food enterprises?”? 》Huiji food is a relatively traditional leisure snack company. Before launching a brand with your side to enter the convenience food track, its nuclear business includes Huiji melon seeds and haoba dried bean curd. The core of Chen Miao’s sharing content is how to do the convenience food business step by step as a traditional leisure snack company.
It was mentioned in the sharing that Huiji food encountered three major challenges when it first started to prepare convenient food business, which were product, supply chain and marketing system. Because it had not made such products before, I didn’t know which path the product should follow. The supply chain focused on technology and industrial production, and the marketing challenge was that the market was completely different The channel has also changed a lot.
How does Huiji food cope with these challenges? After the establishment of a large number of seasoning products in Sichuan Province, a lot of seasoning products have been built in Sichuan Province, and since then, they have invested in a large number of seasoning products in Sichuan Province Guarantee quality and cost, quality, taste, price and other advantages also let you have advantages in products.
In terms of the marketing system, on the one hand, you adopt the online first strategy. Not only does the channel mainly focus on tmall flagship stores, but also a series of promotion is also concentrated on the online. Finally, the traffic outside the station converges into the tmall store. At present, the instant noodle Market on your side occupies a certain dominant position. After having the foundation online, we should infiltrate into the offline, lay the offline retail channels, integrate the original dealers and develop new dealers, so as to build a perfect offline sales network.
Chen Huabin, founder of zansi & co founder of Mr. Tang
“Catering brand, pit in the development of prepackaged food”
Image source: foodplus
Salute Mr. Chen for his sharing spirit
As the last guest to share the theme in the first half, Mr. Tang’s co-founder, Chen Huabin, is also the founder of Shanghai zansi. Mr. Tang is a chain catering enterprise focusing on soup products, while zansi is a company that can provide catering enterprises with business such as brand incubation, offline transformation and retail of signature dishes. How about combining with his own catering company The experience of prepackaging and providing brand dishes for many catering enterprises was shared under the theme of “catering brand, pit in the development process of prepackaged food”.
Chen Huabin shared that he was inspired by Jinbao soup and entered the category of soup. However, if the prepackaged soup products are restricted by consumption habits, technology and other factors, he will encounter great challenges. Therefore, Mr. Tang changed his thinking from retail to catering, and gradually found that he has reached the current scale. In July 2020, the revenue will be about 20 million RMB.
A key data was also mentioned in the sharing. Mr. Tang’s revenue in February this year was 160000 RMB, and that in July was about 20 million RMB, which also reflected the impact of the epidemic on the whole catering industry.
In addition to developing catering business, Mr. Tang is also actively trying the prepackaged food business after catering has a certain scale foundation. After many attempts and experience accumulation, he has created zansi, a brand providing in-depth service for catering enterprises, and has provided services for more than 300 catering brands.
Combined with years of experience, Chen Huabin also shared several pitfalls in the development of food and beverage prepackaged food business: ①, the selection of products is wrong, and the business is basically difficult to do; ②, the positioning remains unchanged, that is, there is no change in the positioning of catering brand and prepackaged food brand; ③, organizational ability, because the two business logic is not the same, whether the organizational ability can support different business boards The core supply chain should have the ability of core technology.
“Reconstruction – people – goods yard, unique development road of catering prepackaged food”, photo source: foodplus
The first half of the conference ended with a round table. The theme of the round table is exactly the theme of the first half: “Reconstruction – people goods yard, the unique development road of catering prepackaged food”. It is presided over by the capital side. There are representatives of catering enterprises, representatives of prepackaged food enterprises and representatives of enterprises empowered for catering. The round table exchange is carried out from four different perspectives.
The host of the round table is Renhong capital Liu Xiaoning, and the guests of the round table are Chen Miao, brand director of Huiji food products, sun mengge, founder of wanzhuchuanhaowangshui, Chen Huabin, founder of zansi & Mr. Tang, and sun e, founder of Yinshi power. Four topics were discussed in the round table, namely, the transformation of catering brands into the field of pre packaging, products, channels and organizational capabilities.
Yuan Yiming, co founder of foodplus, interprets the map of the catering prepackaged food industry. Photo source: foodplus
In the second half of the conference, with the theme of “taking advantage of the east wind in catering industry and providing category opportunities for prepackaged foods”, the first industry map in the field of prepackaged food was released by foodplus. Yuan Yiming, co-founder of foodplus, shared what we were doing with this industry map, interpreted the contents of the industry map, and also shared foodplus’s views on catering To judge the opportunity and trend of prepackaged food.
Qiu Nian, vice president of Shuhai supply chain
How can an independent supply chain enterprise from catering give the catering prepackaged food empowerment? 》Sharing for the theme
Image source: foodplus
Next, Qiu Nian, vice president of Shuhai supply chain, gave a “how can an independent supply chain enterprise from catering industry empower the catering prepackaged food?”? 》For the theme sharing, both Shuhai supply chain and Yihai international rely on Haidilao, especially in the early stage of development, they are more about the upstream supply chain solutions of Haidilao. After the separation, the independent operation and development has entered a period of rapid growth. As a catering material supply chain enterprise, Shuhai supply chain is also providing catering enterprises with solutions for semi-finished prefabricated dishes From the food supply chain to the product supply chain.
On Sunday, founder Wu yanzi
As a channel, can catering become the bridgehead of food fast consumption innovation? 》Sharing for the theme
Image source: foodplus
The third sharing guest in the second half was Wu Yanzi, the founder of Sunday, who conducted the “can catering as a channel become the bridgehead of food fast consumption innovation?”? 》In fact, Sunday is a very unique guest in the whole conference, because it does not belong to the category of catering prepackaged food, nor does it belong to the development of corresponding products by prepackaged food enterprises. Instead, it takes catering as a channel, and catering enterprises regard Sunday as an innovative supply chain company providing differentiated products.
B2B2C mode on Sunday, photo source: the founder of Sunday, Wu Yanzi, shares at the food and beverage prepackaged food ecological conference
In the sharing, one of the core strategies of Sunday is B2B2C mode. It has two roles: research and development of plant meat and supplier, and the other role is the exporter of brand culture.
Liu Yang, founder and partner of Jinding capital
Self heating food, convenient food, condiment The intersection of catering and food, where is the next venture capital hot spot to win a lot
Image source: foodplus
As the fourth sharing guest, Liu Yang, the founder and partner of Jinding capital, was the only investor to share the theme of the conference , the intersection of catering and food, where is the next venture capital hot spot with a big win “as the theme of sharing, Jinding capital positioning itself as an industrial investment institution, focusing on an industry, that is, combining the important industrial capital in the industrial chain to deeply cultivate in this industry, including Ramen theory and Mo Xiaoxian.
Liu Yang mentioned the logic behind the investment in Mo Xiaoxian. The first logic is that it is different from zihi pot, which makes a series of self heating series, that is, transforming a series of special catering or meals into convenient and fast food, while Mo Xiaoxian focuses on the field of hotpot and makes the hotpot thoroughly. The second logic is that Mo Xiaoxian has the basis of whole industry chain, namely profit protection At a very good level, because of the focus, we can maintain our focus in the future and invest funds in the upstream of the industrial chain to build our own core competitiveness.
Fan Zhipeng, partner and product strategy director of eico
Share the theme of “design experience and aesthetics, how much impact on Catering / prepackaged food”
Image source: foodplus
The last sub guest of the conference was fan Zhipeng, partner and product strategy director of eico, who shared the theme of “how much impact design experience and aesthetics have on Catering / prepackaged food”. Eico is a product strategic design company, serving many catering enterprises and prepackaged food enterprises. The sharing content focuses more on how to use the catering pre packaging trend Design to make yourself competitive.
It is mentioned in the sharing that vision is a kind of communication, and vision is also a strong memory point. The visual presentation depends on design, and a set of systematic engineering is behind good design. It is necessary to combine brand symbols, stories, scenes and terminal contacts to find the most appropriate design elements in the way of perception and experience capture.
Hu Xinyuan, host of foodplus · 2020 pre packaged food ecological conference, photo source: foodplus
Here, we would also like to thank Hu Xinyuan, the co-founder of food plus, who is also the host of this ecological conference and a good friend of foodplus. Technical foodstuff is a popular science media in the field of food, co founded by Xinxin and Qian Cheng (QC), another co-founder. Xinxin is an English teacher, while QC is a food R & D Engineer. Recently, she has been focusing on the field of food antioxidant, making various types of antioxidant solutions. Chowhound interested in food science can be concerned about the WeChat official account of technology based goods.
Chowhound recognition, pay attention to the technical official account.
3. Next, foodplus’s ideas and plans for prepackaged food
The 2020 catering prepackaged food ecological conference, as well as the previous industry maps and in-depth analysis articles, are just the beginning of deepening the opportunities and trends of catering prepackaged food, and ultimately establish an ecology around the catering prepackaged food. This ecological conference is a part of this ecology.
As we put forward in our previous in-depth analysis article, if the deep integration of catering and prepackaged food is a kind of future, what opportunities will the Chinese market have and how to seize these opportunities?
We also hope that the research and analysis ability of foodplus will be taken as a core link to contribute our own strength to the ecology. Therefore, we will make an in-depth research and analysis report around the catering prepackaged food industry, and will continue to do a series of special studies around the catering prepackaged food industry, and become a think tank organization in this ecology for different types of enterprises Enterprises provide professional and in-depth analysis, insight and suggestions.
At the same time, we will also do a series of small and medium-sized seminars around catering prepackaged food, and conduct more in-depth exchanges and discussions around more detailed topics, so as to provide a platform for relevant enterprises with problems or seeking breakthroughs to solve problems. At the same time, we will also do more professional sharing and exchange on the research results of catering prepackaged food.
In the future, there will be three types of seminars and professional sharing activities held by us. The first is to take categories as the entry point, the second is to take different types of enterprises as the starting point, and the third is to take different practical points as the entry points. For example, products, supply chain integration, channel operation, brand and product packaging design can be taken as a separate one Practice point.
Through continuous professional, in-depth content and high-quality offline activities, we hope to gather the relevant parties of the catering prepackaged food industry, and finally have the opportunity to establish an ecological alliance of catering prepackaged food, and gather the strength of various fields in the industry to provide professional support and resources for the whole catering prepackaged food industry, so as to have the opportunity to promote the whole industry development.
Foodplus’s ideas and plans for prepackaged food in restaurants
Setting such a goal is not only a driving force, but also a kind of pressure for us. The driving force enables us to take a longer-term view of this matter and pay attention to the creation of long-term value, while the pressure drives us to implement more things in the short term. In the short term, we will launch an in-depth research and analysis report on prepackaged food and a series of seminars.
At the same time, relying on our in-depth research, foodplus also has the foundation to provide professional and in-depth services to different types of enterprises under the catering prepackaged food ecology. If you are interested in this aspect, please contact the foodplus team. Wechat: foodplus007.
[about foodplus · 2020 catering prepackaged food ecological conference] this is the first time that foodplus has held an “ecological conference”. We hope to find some neglected but important topics and topics that can represent future trends. Around these topics, we invite important companies and senior & practical guests in the industry to conduct in-depth discussion and exchange, so as to let the relevant public Companies and practitioners have the opportunity to further or even re understand what they are doing.
Catering and prepackaged food is not a new topic. However, in the past, the topic discussed more in the industry is the retail of catering, which is based on the perspective of catering enterprises. In this conference, we re-examine it from the perspective of prepackaged food. If we think about the issue of prepackaged food in the consumer goods industry, we may have different thinking and judgment, and even strategies.
[about foodplus] foodplus was founded in August 2017. It was originally a vertical community focusing on food consumer goods entrepreneurship. Through in-depth research and analysis of the food consumer goods industry, foodplus explored the logic and rules of food entrepreneurship. At the beginning of its establishment, it mainly focused on food start-ups with a revenue of 100 million yuan, and now it is also focusing on how to achieve 10% for start-up food companies The topic of billion RMB revenue scale, as well as the innovation dynamics and strategic changes of food consumer goods industry giants, have established a certain popularity and influence in the field of food consumer goods entrepreneurship and investment in China.
In June 2019, it obtained the strategic investment of Xinxian capital and Renhong capital and officially started the corporatization operation. Now, foodplus is a company focusing on the food consumer goods industry and conducting in-depth research and Analysis on innovation, entrepreneurship, investment and other dimensions. Through the influence and accumulated resources in the past, it is developing into ycombinator (equity investment) in the field of food consumer goods And in-depth service-based, focusing on the field of food consumer goods as an early incubator and accelerator). The existing products & services and business sectors include foodplus media, foodplus activities, food venture capital insight by foodplus, and company cooperation business. The next and future businesses to be explored and developed include boutique FA focusing on food and beverage, food and beverage early investment fund, food hacker marathon, special incubator & accelerator.
In terms of long-term development, we hope to deeply plough into the food consumer goods industry, establish industry influence and accumulate industry resources through in-depth research and analysis, and then explore and establish a large-scale business foundation at the supply chain end, brand end, retail and distribution end by means of investment, holding or creation, so as to have the opportunity to become a part of the food consumer goods industry Promote its development and eventually become an investment and holding company focusing on food consumer goods industry.
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