China Food

“Dry rice artifact”, how to “mix” out of the billion market


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bibimbap, which condenses many aroma and taste, is not only the source of our taste of life, but also a new blue ocean for Guochao brands to display their dreams.
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Text: archur   

Source: foodaily daily food (ID: foodaily)

 
For the majority of dry rice people, a bowl of white rice can be easily solved by adding a spoonful of bibimbap sauce. The “dry rice culture” symbolizing the life proposition of the young generation continues to ferment, and the bibimbap sauce market has ushered in a warm spring.
Since ancient times, China has had the eating habit of “eating with sauce”. Sauce, as the soul of dish seasoning, is the key to the successful implantation of dishes into the minds of diners. It is also the fetter that dishes can pull out the emotions of diners. What’s more, we often say “taste in memory” With the continuous upgrading of consumer demand, the sauce used only for seasoning has gradually evolved into a “dish” suitable for meals The post-90s and post-00s have become the main force in the current consumer market, and began to pay more attention to the simplification and rapidity of diet. At the same time, affected by the epidemic, a large number of home consumption scenes have emerged under the home life mode. In this context, bibimbap sauce, with its unique properties of safety, convenience and delicious, easily fits simple dry meal scenes such as home, office rest and travel, and is perfect The “lazy” demand of generation Z consumers has become a rising star in the new consumer market. According to the data of Academia Sinica, the compound growth rate of the market scale of bibimbap sauce reached 16.9% from 2015 to 2020, 2.29 billion yuan in 2019 and 4.22 billion yuan by 2025.
Source: Sohu
Among many condiments, why does bibimbap sauce come out of the circle successfully and be favored by capital? How do various brands try their best to compete for the market on this track? Can we find a secret book to become a dark horse in the industry by benchmarking with the overseas mature bibimbap sauce market?
From capital to consumers,
Why can bibimbap quickly establish its own rice circle?
According to public data, in the past three years from 2017 to September 2020, 25 composite condiment brands have completed financing projects. In 2021, the industry is still moving frequently: in January, “taste all” completed ten million yuan Angel round financing; in February, “add some taste” won ten million dollars Angel + round financing; in March, “Xibao manufacturing and research” It also won nearly ten million yuan of angel round financing from Meihua venture capital. Bibimbap, as a new wind track in the condiment market, has a large number of capital and various players competing to enter the market first, seize the market opportunity, erode the market dividend, inject new vitality into the industry, and aggravate the competition game of products.
Photo source: what is worth buying community
The reason why bibimbap can stand out from many seasonings and become a fragrant steamed bun in the eyes of capital is “the choice of destiny” from the perspective of era development, market iteration and demand upgrading.
1. Economic development and consumption upgrading give birth to new markets
With the improvement of the living standards of Chinese residents and the acceleration of the pace of life, the dietary needs of consumers have also undergone earth shaking changes. Compared with the traditional emphasis on “quantity”, consumers now pay more attention to the “quality” of products from the multidimensional aspects of flavor, quality, convenience, interest and social interaction Diversified consumer demand has greatly promoted the development of the condiment industry, derived a new market for composite condiments, and continued to upgrade products with the continuous expansion of food scenes.
On the other hand, with the continuous and rapid growth of China’s population living alone and the number of nuclear families, “lonely gourmet” and “few people eat” The scene has gradually become the mainstream, and the traditional cooking method that consumes a lot of time and energy has been abandoned. People are more longing for the kitchen strategy of coexistence of convenience and delicacy. The birth of bibimbap sauce perfectly meets the core demands of this kind of people. Whether it is the kitchen white, the disabled youth or the busy people, as long as a spoonful of sauce is matched with a bowl of rice, it can be filled in the most relaxed, simple and delicious way Fill your belly.
2. New opportunities and new turning points intensify the blue ocean war
Single seasonings such as salt, soy sauce and vinegar have maintained stable market growth due to their unique fixed taste and irreplaceable seasoning process. After years of market baptism, traditional seasoning brands have established a stable market pattern, and a delicate competitive balance has long been reached among brands. It is difficult for new brands to take root here, break through the encirclement and stand out There are many difficulties.
In mature markets such as the United States, Japan and South Korea, compound condiments have long been the mainstream, accounting for 73.35%, 65.79% and 59.32% respectively, while the penetration rate of compound condiments in China is only 26%. Bibimbap, as a blue ocean market derived from consumption upgrading, has broad market prospects and lacks leading enterprises, even if it is known as the “national goddess” The market share of Laoganma is only 11%. Such a vast territory makes capital rush to enter the market first.
The concept of “compound seasoning” gives new brands multi-dimensional innovations in packaging, taste, quality and scene, which is conducive to houlang to get rid of the absolute repression of old enterprises, quickly spread the strategic territory and occupy the minds of consumers.
Source: visual China
3. Catering standardization further expands the market segment
Over the past 10 years, China’s catering industry has maintained an average annual growth rate of more than 10%. The new generation of people have formed the habit of eating out. The frequency of eating out has increased sharply, and the penetration rate of takeout has deepened, which not only promotes the vigorous development of the catering industry, but also indirectly drives the rise of the condiment industry.
At present, bibimbap enterprises not only maintain the deep cultivation of the traditional C-end market, but also seek the second growth curve while maintaining the basic plate by imposing linkages with catering enterprises. Compared with ordinary users, catering enterprises (especially chain catering enterprises) have more detailed and rigorous control over the safety and taste of dishes in order to ensure the standardization of products. Therefore, although the b-end is more cautious in the choice of seasonings, once the supplier is determined, it is bound to maintain a long-term cooperative relationship. For condiment brands such as bibimbap sauce, the viscosity of b-end users is higher, the demand is greater, and the supply is more stable. “Near” a good wharf can bring great help to the rapid development of enterprises. For example, Yihai international, one of the giants of compound seasoning, has done well in the business of hot-pot/" 22375 rel="nofollow" target="_self">hot pot seasoning and bibimbap sauce with its back to the bottom of the sea.
4. Low cost, high gross profit, lower entry threshold
Bibimbap has the advantages of simple production technology, easy packaging, convenient transportation and long shelf life. It has become the first choice for cutting-edge brands with marketing background to enter the condiment market. It is also a treasure land for some online celebrities and stars to realize traffic. For the old seasoning enterprises, in order to develop the market for young people, it is more than enough to use the existing conditions for new product R & D and production based on bibimbap sauce, which can greatly save costs.
The high gross margin of bibimbap sauce is also one of the factors to attract capital. When generation Z began to take the initiative in the consumer market, they were willing to pay a premium to pursue healthy and high-quality products. The change of consumption habits makes the bibimbap market avoid competing for territory only by low price and improve the premium space, so as to have more margin to subdivide products and consolidate the consumer base through product innovation and quality upgrading. According to the survey data of Yuanqi capital, the pricing of brand products in the early bibimbap market is mostly less than 6 yuan per 100g, while the former bibimbap market is distributed from 2.7 yuan per 100g to 150 yuan at the highest. The high-end condiment market has become a must for non condiment brands to enter the market.
Photo source: new consumption daily
At present, although bibimbap belongs to the tuyere market, the competition is fierce, and it is unrealistic for new and old brands to “lie down and win” easily. Based on different starting points and industry status, bibimbap brand has played its own unique business “boxing”.
Yihai international, richen international and other well-known chain catering enterprises are bound to provide one-stop services such as consumer taste insight, bibimbap research and development, cost control and so on. Yihai international and Haidilao are united, while richen International’s main catering customers are large and medium-sized chain catering enterprises such as Xiabu Xiabu, Weiqian ramen, Yuku grilled fish and Yonghe King, and its main supermarket customers are OEM businesses of Yongwang (jiashike), Muji, whole family and other brands.
Founded only three years ago, the cutting-edge brand Satoshi has found another way to target the takeout market and achieve a “win-win” business. Hubang, known as “the first hot sauce on the Internet”, is positioned in the high-end market and jointly distributes goods together with the takeout platform.
Source: Satoshi
Seasoning giants use various marketing activities close to the new generation to eliminate their stereotype of traditional brands. Haitian has increased the trendy feeling of its signature bibimbap sauce by sponsoring popular variety shows such as “wonderful flower theory” and introducing younger packaging design. Jixiangju, a time-honored pickle brand, cooperated with the well-known online Red IP runaway comics to launch the “violent meal” series in 2018 in an attempt to attack the hearts of young people.
Personal brands originated from e-commerce or online popularity, such as liziqi series bibimbap sauce, eclipse bibimbap sauce and Lin Yilun’s “Fan Ye” bibimbap sauce, pay close attention to new online channels and use their own IP effect to “harvest” consumers through live broadcast, goods delivery, short video, joint name and new channels of e-commerce platform.
 
Ignite the soul of dry food,
How do new and old brands show their magic power to seize the blue ocean of the market?
Nowadays, string, hot-pot/" 22375 rel="nofollow" target="_self">hot pot, snail powder and other “spicy” are in power. Spicy is the most acceptable taste among Chinese people. Nearly 70% of bibimbap sauce in the market belongs to chili sauce, and the product homogenization is serious. Whether to get rid of the dependence on spicy taste and attract the new generation with more fashionable and popular taste is a must answer in front of each sauce brand. Not only diversified tastes, more convenient, more portable and edible packaging, but also various scenes including office and travel can also bring richer creative space for product differentiation.
In addition, the popularity of social networking software such as friends circle, micro-blog and jitter has made tiktok “share life” normalized in the younger generation. For bibimbap sauce, high appearance and topicality have become one of the key factors to create consumption heat.
1. Plum Qihai duck mayonnaise
With the unique taste of quicksand and the special flavor of salted egg yolk, liziqi sea duck mayonnaise has become a clear stream in the current rice dressing market, forming differentiated and misplaced competition with the traditional spicy rice dressing, so as to attract the attention of consumers.
In addition, as one of the largest online Red IP in China, Li Ziqi’s high popularity also contributes to the addition of products. At the same time, with the help of new online marketing means such as short video, Li Ziqi accelerates the emergence of products, so as to quickly lay a certain consumer foundation.
Plum Qihai duck mayonnaise picture source: Taobao
The special flavor of salted egg yolk has achieved the position of salted egg yolk sauce in many sauces. The proper addition of spenger biospringer yeast extract to salted egg yolk sauce can enhance the characteristic flavor intensity of salted egg yolk, improve the bottom flavor, make the overall taste richer and full, and meet the dual needs of consumers for taste and flavor.
2. Xibao system research “a spoon into the soul” series
Xibao’s “one spoonful into the soul” series combines the tide culture with bibimbap sauce, aims at the hot and healthy “Buddhist health” people aged 15 to 35, focuses on the diet concept of low sodium salt, and successfully makes a circle through the innovation of product taste and taste. Compared with the common bibimbap sauce in the market, its function is still focused on flavor enhancement and flavor enhancement. The “spoon into the soul” series sauce broadens its functional scene and is more like a dish to fully meet the taste needs of consumers.
In addition, in the spicy beef sauce, adding an appropriate amount of yeast extract can make the overall meat feel mellow and full, significantly improve the Maotai flavor, get rid of the dry and hard taste of traditional products, present soft texture and restore the taste of beef dishes to the greatest extent.
Xibao system research “a spoon into the soul” series   Photo source: Netease
3. Haidilao bibimbap sauce
Haidilao, as the ceiling of the chain hot-pot/" 22375 rel="nofollow" target="_self">hot pot restaurant, has launched “good eating and fine beef rice sauce”, “oat green pepper sauce”, “green pepper Boletus sauce” and “red onion and soybean sauce” by combining brand strength and innovative flavor, which has attracted many curious young people to try. The restaurant is a brand bibimbap. It has customized product R & D services provided by suppliers, and can obtain a lot of consumer information from the source of condiments and its own fans. With its strong brand influence, customized bibimbap products close to the brand tone can be sold in new channels such as chain stores and online platforms, and quickly occupy the market share.
Haidilao good meal series   Source: Baidu
4. Zhou Hei duck meat with rice sauce
In the rice dressing market with beef as the raw material, Zhou black duck takes duck meat as the main product, which makes consumers refreshing. At the same time, the product is also close to the brand characteristics, giving consumers a sense of sureness that “the duck rice dressing made by the famous old brand selling duck products is sure to have the right taste and quality”. Coincidentally, Rana laida, a special restaurant for eating frogs, announced in October this year that it was about to launch a spicy bullfrog bibimbap sauce, which attracted buyers through the strong relationship between brands and ingredients.
Zhou Hei duck meat with rice sauce   Photo source: Tencent
The above four representative products, whether they are the special taste of the main niche ingredients or meet the health and health demands of low salt and low sodium, in addition to the authentic ingredients and the process of locking taste and freshness, the root that can stand out of the circle and stabilize the market lies in the delicious and attractive taste.
At present, the bibimbap market is promising all the way, and the innovative flavor is increasing. However, the problem of high salt and high oil has plagued many sauce enterprises and consumers. With the more and more extensive application of yeast extract in food, many enterprises begin to choose to add yeast extract to bibimbap sauce, which can not only reduce salt, but also alleviate the salty and sour taste in the sauce, cover up the peculiar smell and improve the overall flavor.
Source: spenger; Click to view details
 
Insight into overseas markets,
Fancy innovation of rice dressing
Different from the rigid demand attribute of a single seasoning, rice dressing and other composite seasonings are highly replaceable. How to innovate and find a new starting point in the process of market incremental game? Can Japan, which has a mature bibimbap market, help China’s future product upgrading and accelerate industrial development in product innovation?
Japan has had the habit of “eating with vegetables” since the Mori era. In the era of flying birds and Nara, under the influence of Chinese food culture, in addition to dishes, they began to use some pickles and sauces with meals, and these foods used to accompany meals are called “rice and rice” (rice partner, i.e. rice dressing, etc.). Since 1934, when the first “Yifan Yigong” product was sold, Japanese bibimbap has gone through 87 years of history and has already established a mature and complete market system.
However, the development of Japanese bibimbap market is full of difficulties. With the rapid development of Japan’s economy after the war and the popularity of the diet trend in Europe and America, Japan’s per capita rice intake decreased sharply from 118.3kg/year in 1962 to 54.4kg/year in 2016. With the awareness of “carbon water = obesity” deeply rooted in the hearts of the people in recent years, the Japanese people’s intake of staple foods has been further reduced. At the same time, the population living alone in Japan is growing, and the group of “eating alone” is expanding. The cumbersome cooking process of traditional rice dishes has gradually become a burden for people. Consumers begin to abandon rice and choose convenient staple foods such as bread and noodles. The sharp decline in rice consumption also indirectly reduced the market scale of “rice supply”, and the market competition became more and more fierce.
Source: muranoeki.com
In 2013, he Shi, including “food supply”, was listed as an intangible cultural heritage by UNESCO, and the Japanese government also made great efforts in the publicity and popularization of “he Shi”. Although the government’s various measures have brought a favorable environment to the “rice supply” market, the fierce competition among enterprises has not slowed down. All brands have innovated the product form, flavor, packaging and other links from the perspective of demand segmentation and functional development, and promoted the bibimbap from the status of a small dish to the throne of a main dish by upgrading the quality and developing regional flavor; The novel and convenient packaging design makes bibimbap get rid of the inherent mode of home scene and expand to office, overtime, travel, outing, sharing and other scenes; The blessing of health functional ingredients swept away consumers’ doubts that bibimbap was harmful to health, and greatly expanded the coverage of consumer groups.
Next, we take a look at the vitality of the Japanese bibimbap market through four representative new products.
1. High end quality, win the hearts of the people
Shisheng beef sauce is a raw beef rice covering material, which has very high requirements for the food itself and cold chain transportation technology. The product is made of high-quality and cattle raised by born free. Compared with ordinary cattle, the cholesterol is reduced by 50%, and the content of unsaturated fatty acids is more than 1.6 times higher. It has no mutton smell of beef and meets the raw food standard. The product is frozen and transported in the whole process. There is no need to thaw when eating. Just mix the ground beef with the matched seasoning on the steaming rice, and you can enjoy the excellent delicacy produced by the high-end restaurant.
Shisheng raw beef minced rice sauce   Photo source: Lotte
2. Health concept, quick circle powder
Although bibimbap is delicious, it always gives people the impression of high salt, high oil and high calories. Whether it can produce delicious and healthy products is one of the most concerned problems of consumers. Konjaku, introduced by muxing, perfectly reproduces the taste and flavor of the crown prince through konjaku. The salt content is reduced by 71%, the heat is reduced by 30%, and there is no purine and cholesterol. It is the absolute C position in the health to rice dressing products.
Konjaku crown prince of Ming Dynasty   Photo source: Lotte
3. Innovative packaging to attract attention
Tubube, launched by Fukuya, a famous Bodo gift shop in Japan, is a novel and convenient mingtaizi bibimbap sauce. The crown prince of the Ming Dynasty can be described as a national food seasoning suitable for all ages in Japan. There are a wide range of bibimbap sauce with the crown prince of the Ming Dynasty as the main ingredient on the market. How can it stand out? Fukuya began to make an article on packaging. They use hose packaging that is easy to carry and can be used with one hand, showing a sharp difference from similar products in an instant. Fuwu also launched a variety of innovative flavors, such as mingtaizi coriander, mingtaizi butter, mingtaizi and wind sauce, to enrich consumers’ choices.
Tubube mingtaizi rice dressing   Source: Fuwu official website
4. Gift box concept, broaden the scene
In order to expand the consumption scene, Mitsui farmersgift selects high-end ingredients and exquisite packaging, changes the cheap and cheap image of bibimbap sauce, and creates a multi-purpose product that can be used for personal use and gifts. At the same time, Huamei packaging can also arouse consumers’ desire to share, so that products can appear frequently in the circle of friends and social platforms, and quickly implant consumers’ minds through the network.
Mitsui farmers gift bibimbap Gift Set   Source: Amazon
, Japan
 
Summary
The market prospect of bibimbap sauce in China is broad, and all kinds of brands are in fierce battle. However, there are many risks behind the opportunities. Facing the reality that the industry standards and specifications are not perfect, the product homogenization is serious and the innovation is insufficient, all brands want to explore the direction and open the market, with clear and accurate product positioning, distinctive product characteristics and ingenious high-end quality. At the same time, grasp the diversified demands of the new generation of consumers, practically build the moat and influence of products through brand deep cultivation from the perspective of users, and make a big article in the sketch of bibimbap sauce!
In the blue ocean market of bibimbap sauce, which lacks head enterprises, let’s wait and see the birth of the dark horse!
Cover source: Ruo Yu’s mother is in the kitchen
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