China Food

Domestic steak, fighting

“ 
domestic steaks sell well.
 ”

Text: Tona

Source: new weekly app (ID: app newweekly)

 
What food is nutritious, full and easy to cook?
 
Compared with fruits and vegetables with short preservation period, processed food that can be frozen for a long time has become an essential material for a long-term war at home. In addition to freezer overlords such as dumplings and wonton, more and more young people are choosing to hoard frozen steak.
Frozen steak has become a hot commodity in the stock season/ Graphic insect creativity
 
In the past few years since the outbreak of COVID-19, the sales of online steak products have increased significantly. In case of “double 11” or discount promotion, some people will buy a large number of steaks in boxes.
 
This phenomenon is particularly obvious among fitness lovers. Chicken breast and steak are considered to be the sources of high-quality protein, which are frequently used in the combination of various fitness light foods – therefore, steak as food is a healthy middle-class lifestyle.
 
Under the dual effect of the fashion trend of steak and the high cost of shipping, some Chinese enterprises seize the opportunity.
 
According to the data, by the end of 2021, the annual revenue of the online and offline overall channels of the representative brand “calf Casey” of domestic steak had been close to 1 billion yuan, and the sales had doubled for three consecutive years.
Li Jiaqi created a “sales myth” when selling steak in the live broadcast room/ Live screenshot
E-commerce is also happy to boost this trend. A variety of domestic steak brands have emerged on online platforms, and major anchors have joined the team of live selling steak.
After waves of hoarding, steak is expected to become one of the permanent customers of the refrigerator.
 
High quality meat delayed by price
 
For a long time, steak was the representative of expensive western food.
 
In 2003, Taiwan’s Wang pintai plastic steak entered the mainland market. A piece of steak priced at more than 300 yuan detonated public opinion. In contrast, domestic steak often represents synthetic steak composed of broken meat and carrageenan.
 
But now, people’s perception of steak has been reversed.
For a long time, steak was the representative of expensive western food/ Graphic insect creativity
 
The iron still needs to be hard. The popularity of steak starts from the characteristics of steak itself.
 
As a representative of high-quality meat, people often think that beef has higher nutritional value than pork – and it is true in general.
 
According to the data released by the Institute of nutrition and health of the China Center for Disease Control and prevention and the China Nutrition Society, the average protein content per 100g of pork is about 13% and the fat content is 37%, while the average protein content per 100g of beef is 20% and the fat content is only about 4%. In addition, the average iron content of beef is about twice that of pork.
 
That is, compared with pure lean meat, its protein content is the same as that of beef, but the fat content is still higher than the average value of beef.
 
In the current concept of health, animal fat is a “cardiovascular killer” that people avoid, while animal protein is a good source of high-quality nutrition to absorb, and beef just perfectly meets people’s dietary needs.
 
In developed countries, the value of beef has long been recognized by people. From cattle breeding to beef classification, from cooking methods to table manners, steak has long been closely bound with Western food culture.
 
But in the past, the price of beef was not close to the people. The price of a piece of high-quality steak was enough to persuade a considerable number of people to retreat. The steak in the restaurant is often hundreds of yuan, and there are many hundreds of yuan. A frozen steak in a large supermarket is usually more than 40 yuan.
 
Cattle is a kind of ruminant, which is divided into grass feed and grain feed. A cow usually has four stomachs. Generally speaking, grass fed cattle are raised in pastures and mainly eat grass. Grain fed cattle are raised in fences and mainly eat grain. Grass fed cattle have low fat content, while grain fed cattle are fatter and taste better.
 
No matter what kind of cattle, the demand for food is quite large. They either need a lot of feed or have a large area of pasture, and the growth cycle is long.
 
The high feeding cost and increasing market demand determine that the price of beef cannot be too low. At the end of 2019, the wholesale price of boneless beef in China once exceeded 80 yuan per kilogram.
The wholesale price of boneless beef in China increased significantly/ Cattle branch of China Animal Husbandry Association
The domestic consumption demand for beef is rising day by day, and the import volume is increasing. According to the data of the General Administration of customs, in the 10 years before 2019, China’s beef import increased significantly, from 14500 tons in 2009 to 1.66 million tons in 2019, an increase of more than 100 times, while the export volume has not only been low, but also continued to decline.  
In the 10 years before 2019, China’s beef imports increased significantly, from 14500 tons in 2009 to 1.66 million tons in 2019, an increase of more than 100 times/ Cattle branch of China Animal Husbandry Association
This does not mean that beef is not fragrant enough. Once the Chinese begin to eat beef, beef will usher in a veritable “real fragrant moment”.
 
The emergence of quick-frozen steak has further reduced the cooking threshold of beef, and the new generation of fitness lovers have become a main force of steak consumption.
 
A fitness coach in Beijing told Xinzhou that he is a steak enthusiast and can eat four steaks per meal. For him, the steak is delicious, increases muscle and has a strong sense of satiety. Moreover, frying the steak is very simple and will not occupy too much time after work.
 
Today, China’s beef consumption has surged, but there is still a large gap between China and developed countries in per capita consumption.
 
According to the insight into the consumption trend of steak in 2022 released by tmall new product innovation center in conjunction with several institutions, the per capita beef consumption in the United States was 26 kg in 2020, while this data was only 6.3 kg in China, with a gap of more than 4 times. It can be seen that there is still a lot of room for beef to rise in China.
 
Domestic steak, spring is
 
During the “double 11” period in 2020, JD sold millions of steaks in five minutes; In 2021, Luo Yonghao sold more than 70000 pieces of steak per day on average in the 7-day audio tape goods for Daxidi steak.
Domestic brands have become steak manufacturers familiar to young people hoarding goods/ First financial business data center
Calf Casey, HENGDU, Daxidi and other domestic brands have become steak manufacturers familiar to young people hoarding goods. Before that, the steak market was once the world of imported beef.
 
The reason is that we have to mention the stable quality and ultra-high cost performance of imported beef.
 
Argentina, Brazil, Australia and other large animal husbandry countries have vast pastures, complete industrial chain, suitable climate and developed shipping, and the comprehensive cost is quite low.
 
In contrast, China is a populous country with more people and less land. The foundation of cattle raising is weak and the cost is high. According to the food and Agriculture Organization of the United Nations, the price of beef in China is twice as high as that in Brazil. Even with tariffs and transportation costs, imported beef may be cheaper.
In 2019, beef imports reached 1.66 million tons. Beef from South America and Oceania came across the ocean, occupying most of the sight of steak consumers from families to restaurants.
However, the black swan incident is always accompanied by opportunities. The outbreak of COVID-19 and the subsequent stock up season provide a perfect opportunity for domestic steak to fight a turnaround.
 
Affected by the epidemic, the growth rate of beef import slowed down in 2020, while the production of domestic beef increased further. From January to November 2021, the growth rate of online domestic steak consumption continued to rise, with a year-on-year increase of 7 times; Among them, the northern production area of China contributed more than half of the output. China Business Industry Research Institute predicts that China’s beef self-sufficiency rate will increase to about 85% in 2025.
 
The neat and flat shape and ultra long shelf life make the frozen steak suitable for storage and storage. The characteristics of healthy nutrition, convenient cooking and strong sense of satiety also make it a good choice for daily staple food. With the help of e-commerce and the rise of domestic brands, the price of steak is getting lower and lower, which is no longer a distant luxury Western food.
 
The repeated consumption has also deepened the Chinese people’s understanding of steak. Grain feeding or grass feeding, raw cutting or whole cutting, fili or Xiling are all factors that people consider when selecting.
Filly, Xiling, eye meat and other names refer to beef in different parts/ Network picture
 
Grass feeding and grain feeding represent different feeding methods of cattle. Most beef cattle in China are fed by grain. Filly, Xiling, eye meat and other names refer to beef in different parts. The differences of feeding methods and beef parts are mainly in fat content and taste, but have little relationship with quality and price.
 
What has a great impact on the price is the processing method of steak. At present, frozen steak on the market is divided into original cutting, whole cutting and synthesis. In short, the original cut refers to the steak directly cut into pieces and packaged. The whole cut is the steak quickly frozen after pickling and seasoning. The synthetic steak is a combination of ground beef from different parts plus food additives and spices.
 
Therefore, the best beef often gives priority to the original cut steak, while the whole cut steak is more suitable for the kitchen Xiaobai without seasoning, while the cost of synthetic steak is the lowest, which often appears in low-end fast food restaurants and other scenes.
 
Roll up the steak, too
 
Although the market prospect of steak is good, waves of price wars have made many manufacturers feel headache.
 
In Taobao, the price of frozen steak with the words “filet steak original cut” is less than 5 yuan, while on the group purchase platform, the price of steak will be lower.
On the e-commerce platform, the price of frozen steak is less than 5 yuan/ Screenshot of Taobao
In the domestic steak market, only a few brands can be remembered by consumers, and the fight of more domestic steak manufacturers has reached the level of close combat.
 
Through high-density advertising on major social platforms, Daxidi, which has only been established for a few years, has rapidly accumulated a large number of consumers. The number of fans of Taobao’s official flagship store has reached 2.17 million, and the best-selling whole cut steak has sold more than 50000 boxes per month.
Dahidi’s best-selling whole cut steak sells more than 50000 boxes a month/ Screenshot of Taobao
 
Calf Casey, who moved to e-commerce at almost the same time, also had a brilliant record. In order to occupy the minds of young people, its products appeared frequently in variety shows, and even sold tens of thousands of copies in two minutes in Li Jiaqi’s live studio.
 
According to the data released by calf Casey, the transaction volume has increased by 150% per year after 2017, and the outbreak has been ushered in after the epidemic. The average monthly growth rate from February to September 2020 reached 39%, and the single month transaction volume in November exceeded that of 2019.
 
In 2021, calf Casey completed a round of financing of nearly 100 million yuan and began to make efforts in offline channels, cooperating with Dalian lock stores across the country, and plans to cover more than 3000 offline outlets.
 
The price war and marketing activities have become white hot, and the inner roll of domestic steak is far from over. Similarly, dairy giants who raise cattle are planning to join the battle.
 
According to 36 krypton recently reported that the dairy brand “adopt a cow” has established a beef cattle business department, which plans to open up a beef cattle business independent of the dairy sector, and the related products will be launched as early as June 2022.  
 
In 2021, the first beef cattle Industrial Park to adopt a cow was established in Yushu City, Jilin Province. The total investment of the project is 5 billion yuan. It is planned to build a whole industrial chain covering beef cattle breeding, feed processing, slaughtering, food processing and so on.
Really cost-effective high-quality steak is still scarce/ Graphic insect creativity
With more and more players, the market is mixed, and the really cost-effective high-quality steak is still scarce.
 
Li Fei, general manager of Henan love SHANGCHU Food Co., Ltd., who has been deeply involved in the steak industry for more than 10 years, mentioned in an interview that the steak industry is highly polarized, but it is certain that “the tuyere dividend period has passed”.
 
Entering the middle-class home may be just the starting point of domestic steak. One day, international shipping will return to normal and imported beef will return strongly. Will domestic brands still be able to keep the stomach and heart of middle-class consumers?
The future of domestic steak is not online, but in distant cattle pens and pastures.
reference: [1] summary of the operation of China’s beef industry in 2021 and prediction of the industry trend in 2022 | China Business Industry Research Institute [2] minimum 2.8 yuan per piece! The price war is fierce, profits hit the bottom, and the dividend of conditioned steak is no longer | frozen food [3] doubled for three consecutive years. Interview with calf Casey: how to refine the first brand of Chinese steak after eight years of deep cultivation in the supply chain| Inspur new consumption [4] adopted a cow and established a beef cattle business department. The first industrial park plans to invest 5 billion yuan in independent sub brand products or 36 krypton

. Original title: this middle class, steak hoarding addiction, reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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