China Food

Heads of prefabricated dishes, players


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scale, supply chain, single product and marketing analysis.
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Some time ago, Luo min’s “1500 iphone13 + 1 cents pickled fish” and other events in the live broadcast room attracted the attention of the whole network, and once again pushed the “prefabricated vegetables” industry to a climax.
The “dark horse” of “prefabricated vegetables” has attracted people’s attention in the past two years. One of the most important reasons is that capital has focused on a new “trillion market”.
According to AI media consulting data, from 2019 to 2021, the scale of China’s Prefabricated vegetables market increased from 244.5 billion yuan to 345.9 billion yuan. It is estimated that by 2026, the market scale of prefabricated vegetables in China will exceed trillion yuan.
For a time, enterprises from all walks of life entered the Bureau, hoping to share a share in the new air outlet. Data show that there are 66700 enterprises related to prefabricated vegetables in China. In the past 10 years, the number of enterprises related to prefabricated vegetables in China has shown an overall upward trend, with 12800 new enterprises in 2019, 12900 new enterprises in 2020 and 4200 new enterprises in 2021.
The predecessor of “prefabricated dishes” is the cooking bag, which is not a brand-new product. In the past, it mainly served the b-end catering related industries. Supported by the development of cold chain logistics technology and the improvement of industrialization of agriculture and animal husbandry, the industry has already become a mature and large-scale catering front-end industrial chain.
In recent years, with the impact of the epidemic, the demand for home meals has surged, the cost reduction and efficiency increase of catering enterprises have become a continuous demand, the change of social division of labor has led to the reduction of cooking time, the cognitive change of emerging consumer groups, and other reasons, making the supply end of “prefabricated vegetables” gradually close to the C end.
During the transformation, countless players smelled new business opportunities. Relevant enterprises in the catering industry join the “prefabricated dishes” and want to occupy a place. There are some enterprises in the upper reaches of the industry, such as traditional quick-frozen enterprises and agricultural, forestry, animal husbandry and fishery enterprises, as well as catering supply chain platforms. There are also fresh retail enterprises and catering chain stores in the middle and lower reaches of the industry, which are aimed at the C-end. Of course, there are many new faces who enter the industry halfway and cross the industry.
Players on different roads have different reasons for entering the game and have different goals. They have different layout strategies on this new track.
Next, this paper will select a representative enterprise from the four types of quick-frozen enterprises, fresh retail platforms, catering central kitchens and microwave fast food, and roughly analyze its advantages and disadvantages in the prefabricated vegetable track from the aspects of industrial scale, supply chain, prefabricated menu products and marketing strategies.
Quick frozen giant Yasui
With strong production capacity, the BC side can make simultaneous efforts
Anjing food is a leading enterprise in the quick-frozen industry, mainly engaged in the research, development, production and sales of quick-frozen food such as quick-frozen hot-pot/" 22375 rel="nofollow" target="_self">hot pot materials, quick-frozen noodles and rice products and quick-frozen dishes. The processing degree of its products is mainly finished products, that is, cooked prefabricated dishes, which are stored in the form of cold storage and mainly supplied to the relevant catering industry.
Stepped on China’s overall refrigeration technology
As early as 2019, Anji launched a series of products called “lock fresh package”, and established Mr. frozen products to enter the prefabricated dishes, positioning the middle and high-end market. The retail price is about 5-8 times that of the catering circulation products, including lobster flavor balls, imitation crab meat, Chaoshan flavor beef balls and other products. However, in the year of launch, only about 200 million yuan of sales revenue was realized.
In the Spring Festival of 2022, Yasui launched a prefabricated dish gift box with three series and eight varieties, including Buddha jumping wall, Braised Abalone and other delicacies, and invited the then popular Olympic champion Su Bingtian as the spokesperson. However, according to the survey data after the year, compared with the monthly sales volume of thousands of prefabricated New Year’s Eve gift boxes such as zhiweiguan, the monthly sales volume of Anjing food is only more than 200 boxes, and the number of people who choose the highest price of 1288 yuan gift boxes accounts for a small number, mostly choosing the two prices of 388 yuan and 688 yuan.
From the perspective of brand power implanted in consumers’ minds, Yasui still needs to be improved. According to Baidu search index, from 2019 to 2022, the daily search popularity of Anji ranged from 400 to 1200 times. Marketing events such as holidays did not break the circle and did not attract a lot of attention from C-end consumers.
Indeed, Yasui has achieved self-sufficiency to a great extent. The advantage of this commodity source channel is that it is very independent, and it can control fresh commodities from the source to ensure the safety and quality of fresh commodities. Moreover, it also has a great advantage in price, which makes Anji not only have a strong inventory to expand, but also have a strict control over the negotiation cost.
However, according to the distribution of revenue in the financial report of Anjing in 2021, dish products only accounted for 15.41%, and the main business was concentrated on meat and poultry, rice noodles and other quick-frozen products. The C-end market breakthrough strategy will be very different from the b-end market. Consumers not only attach importance to food nutrition and safety, but also pay special attention to the culture and marketing of a brand and packaging appearance.
In order to cooperate with the BC side for common development, Yasui should not only rely on the supply chain and dealer resources of the B side, but also learn the brand marketing strategy of the C side market, so as to achieve stable and long-term development on the new track of prefabricated vegetables.
Hemado strategy entry
Brand mental penetration is effective
As the first new retailer in China, HEMA Xiansheng is far less than the old leading cold chain quick freezing enterprise in terms of volume and capacity. However, it follows the trend of the times and has rapidly laid out its own industrial chain in the past two years, forming a unique advantage.
In terms of product R & D, HEMA has a strong R & D team at the back end to support the innovative R & D and upgrading of prefabricated dishes. In March 2020, HEMA established the 3R business department, which defined “prefabricated dishes” by “cooking, heating and eating”. Become a new retail enterprise integrating R & D, processing and retail in the prefabricated food industry. From 2016 to now, the hot and sour lemon boneless chicken feet, aunt Yan’s eight treasure rice, Chu’s pillow dumplings, and Yangzhi manna have all come from the box horse 3R team. At the same time, HEMA has jointly developed new products with well-known time-honored brands such as Shanghai old hotels.
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Focus on “lazy house economy”, research and development of packaging “black technology”
For the quick-frozen semi-finished products need to be cooked in pots and bowls to facilitate the loss of food taste and nutrition, the microwave fast food products are also hot. Among them, the “black technology” packaging is used, and the “- 35 degree rapid freezing technology” is used to retain the food taste and nutrition. The cooking bag is an important pole in this field.
Compared with the traditional quick freezing enterprises and the sub brands supported by capital, this brand, which has only been established for two years, is indeed “weak” in the prefabricated dish track in terms of capital investment, industrial scale and supply chain channels. Based on this, cooking bag has opened a new way to create its own advantages, focusing on the research and development of large-scale products and establishing a clear brand development route.
In September 2020, the sales volume of the flagship store exceeded 20000 bags within two months of the launch of the first series of products. Even during the epidemic period this year, its offline revenue performance can reach about 1 million in two weeks. In terms of the whole re purchase system, after the new product is launched in December 2021, the re purchase rate will reach about 25% based on a two-month cycle
The popularity of the large item of cooking bag is due to its “black technology packaging”: it adopts thermal convection circulation heating bag and has a three-layer structure. The innermost layer is mainly used to keep fresh, the middle layer is used to block the odor, and the outermost layer is strongly closed. It can be heated to 150 ℃ by microwave, and the heat convection generated by steam during heating can keep the food evenly heated. A more subtle point is that the packaging bag is an elastic bag that can expand and stand after heating. This is also the reason why cooking bag products can be “heated and ready to eat” without additional tableware.
At the same time, in terms of sales layout, it takes into account both online and offline channels, but it does not show a trend of rushing to occupy the market stock. On the online channel, it is available on tmall, Tiktok, Kwai, pinduoduo, jd.com and other platforms. On the offline channel, we abandon the way of spending huge money to build the brand’s own physical stores. Instead, we use the offline convenience stores to make the products rely on the consumption scene and reach more life scenes through the offline channels to enter the C-end market. At present, cooking bags have entered more than 1000 physical stores in the country, and constantly build their own dealers and Ka systems.
Not only that, it also chose to enter some small-scale b-end stores, such as coffee shops and tea shops. The products of cooking bags and these b-end stores have a synergistic effect, enriching the SKUs of these small stores and allowing them to save the time and cost of inviting chefs to do catering. Of course, this is a win-win cooperation, and cooking bags can also achieve in-depth marketing and sales breaking.
Brand positioning is clear, product R & D will “suit the case”, and finally sales and praise will continue. From the beginning, the target users of the cooking bag are not all age groups. What they want to do is to follow the fine differentiation track of “prefabricated dishes”. The price ranges from 20 to 30 yuan, which is not intended to compete with the low price of convenience food; The reason why we don’t set up our own stores online and quickly seize the market is that we invest more in product R & D and update iteration
In the view of consumers, this production process has not stimulated the public’s enthusiasm for consumption. Compared with prefabricated dishes, most people prefer prepared dishes. At the same time, the higher per capita consumption will also reduce the consumers’ goodwill to a certain extent. The prefabricated food itself has not yet penetrated into the hearts of the public, and the price has taken the lead to dissuade many people from entering the market for consumption.
Of course, Kungfu cuisine faces the doubts of consumers. In view of the suggestions from the public that the products do not match the price and the taste is ordinary, Kungfu cuisine has been adjusted layer by layer. Now, according to the meituan app, the price has been reduced to 50-60 yuan per capita. So far, the scores and public praise of many branches have significantly increased. At the same time, since June this year, Jia Guolong’s Kung Fu Restaurant announced that it would suspend business and upgrade. Subsequently, the first experience store opened in August was also delayed due to internal reasons. In this way, Kungfu cuisine seems to be constantly exploring itself to find the touch of consumers.
The competition in the prefabricated food track is fierce, and the pain points of the industry such as product homogeneity, low cost performance and limited public recognition appear one by one. Jia Guolong’s Kung Fu food has slowed down its expansion recently, which is a sound decision.
From the perspective of brand influence, the two labels “Jia Guolong” and “Xibei” have been able to repeatedly stir up enthusiasm. The high-end quality of product positioning and the accelerated investment of offline stores have occupied the market opportunity. At the same time, the founder Jia Guolong is eager to break through the field of “prefabricated vegetables”. All these are the advantages of Kung Fu cuisine, but the real innovation and attraction is to think from the perspective of users. The retail of “prefabricated dishes” has only entered the C-end field, and the acceptance of consumers is limited.
In the traditional Chinese concept, “Dishes”, “eat” “It’s the emotional hub, or it comes from family, love and friendship. Although the popularity of prefabricated dishes has brought convenience to people, who in China doesn’t want every meal they eat to be cooked by heart? Based on this, if the brand of prefabricated dishes hits the public’s field of vision, the consumer’s goodwill will be greatly reduced to a certain extent. How to penetrate layer by layer and establish the brand image of prefabricated dishes will be An important breakthrough point.
Jia Guolong’s Kungfu cuisine has a good brand, its products are being updated and iterated, and its store strategy is constantly optimized. However, it is a protracted battle to really penetrate into the hearts of consumers and improve their mental penetration. The founder can’t wait.
Trillion yuan prefabricated vegetable market,
Attacking head player
The competition in the prefabricated vegetable circuit is particularly fierce. According to the enterprise survey data, the number of relevant enterprises registered in 2020 was 12300, and by 2021, it will surge to 59400.
The leader of traditional prefabricated dishes has taken the lead in making a new layout. By using the strong dealer resources in the past, it has begun to rapidly encircle and suppress the business in the C-end market. The quick-frozen giant Anji food, Sanquan food, haibawang and other enterprises have their own brand and channel advantages in the fields of hot-pot/" 22375 rel="nofollow" target="_self">hot pot ingredients and Breakfast pastries. Without wavering its core b-end business revenue
In the new track of prefabricated dishes, hundreds of boats compete. Each enterprise with different backgrounds has its own brand, channel and product advantages, but they are all facing the same problem: the concept of “prefabricated vegetables” has limited penetration in the whole society. Therefore, this also indicates their common way out. Whoever can establish the brand recognition of his own prefabricated food products in the whole industry will have a better chance of winning.
If these players of prefabricated dishes really have the original intention of revitalizing the industry, I have a bold idea: can the players of prefabricated dishes build a quality platform to coordinate the products of the whole industry. This platform is used by players to unify the industry standards and display the most authentic manufacturers and brands of prefabricated dishes with an open and transparent platform. The platform gives the users the right to score, so that consumers can choose the portraits of the prefabricated dishes in their hearts. At the same time, under the influence of imperceptible influence, “prefabricated dishes” can really enter the hearts of users.
There are meituan scores for catering takeout and 1688 screening for production and processing. It seems that prefabricated dishes need a platform as a medium to connect users and brands to eliminate consumers’ vigilance towards prefabricated dishes.
Author: Zhao Tiantian; Source: paidongshangye (ID: paidongshangye), reprinted with permission. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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Heads of prefabricated dishes, players
烹烹袋的大单品走红,得益于它的“黑科技包装”:采用热对流循环加热袋,有三层构造,其中最内层的主要功用是保鲜,中间层的作用是阻断异味,而最外层具有强封闭性。它可以微波加热至150度,加热时蒸汽产生的热对流可以保持食品的均匀受热。比较精妙的一点是,包装袋是弹性袋体在加热后可以膨胀立住,这也是为什么烹烹袋产品可以“加热即食”不用额外餐具的原因。
与此同时,它在销售布局方面,兼顾线上线下渠道,但并没有显现出着急占领市场存量的趋向。线上渠道上,在天猫、抖音、快手、拼多多、京东等平台上架。线下渠道上,丢弃斥巨资打造品牌自身实体门店的方式,而是采用入驻线下便利店,使产品依托于消费场景,通过线下渠道去触达更多的生活场景,来打入C端市场。目前烹烹袋已进入全国超过1000家实体门店,并不断搭建自己的经销商和KA体系。
不仅如此,它还选择进入一些规模较小的B端,比如咖啡厅、茶饮店等,烹烹袋的产品和这些B端门店产生协同效应,丰富了这些小店的SKU,让他们节约了请厨师做餐饮的时间和成本。当然,这是双赢的合作,烹烹袋也借此实现深度营销和销售破圈。
品牌定位清晰,产品研发才会“对症下药”,最后销量和好评才会源源不断。从一开始,烹烹袋的目标用户就不是全年龄阶段,它要走的就是“预制菜”的细分化赛道。定价20-30元不等,本就不是为了和方便食品类低价竞争;没有广泛在线下成立自己的门店快速抢占市场,是因为将更多的投入在产品研发更新迭代上面,有清晰的战略目标。它的“黑科技”包装,洞悉Z世代年轻人深层次的需求,帮助它成为预制菜市场上的“一支新秀”。
西贝功夫菜
疫情困境挣扎,转型高品质半成品
2020年以来,疫情不断阻碍传统餐饮企业发展,一部分餐饮公司被迫以倒闭告终,而另一部分公司则是倒逼转型,主动将菜品以半成品形式售卖,这就不得不提贾国龙功夫菜。
贾国龙是著名餐饮集团“西贝莜面村”的创始人,从上个世纪八十年代起,就开始创业做西北菜,并且采用了多种展现蒙古家乡情怀的营销方式,之后西贝在餐饮行业风生水起,黄馍馍、手工空心挂面、羊肉汤等多个爆款菜品登上《舌尖上的中国》系列纪录片,在全国各地产生了广泛的影响。疫情发生前,该品牌在全国有近400家店,年营收超60亿元。
2020年疫情爆发,在严峻的形势下,线下众多餐饮门店步履维艰,无奈之下,贾国龙开始寻求餐饮行业另一个谋生之道。
贾国龙想要再次创业的资本,是他在餐饮行业几十年来积累的资源渠道,和“西贝”品牌的知名度。但是,本就身处传统餐饮行业高位的他,对于新型产品玩法的掌握,以及消费者新需求的洞察是否到位,则会很大程度影响到他在预制菜赛道的发展。
2020年起,西贝做出了“央厨餐饮化”和“极速冷冻工艺”的跨领域尝试,斥资建设的功夫菜超级中央厨房,联合各大菜系名厨研发推出口味地道、费时费工的各地名菜。同时项目起初,菜品定价在人均100元左右。事实上,贾国龙功夫菜采用模式是,消费者到店小程序下单,随后店员从冰箱取出半成品,在全透明式厨房加工制作摆盘后上桌。
在消费者看来,这一制作流程并没有激发大众的消费热情,相比于预制菜,大多数人还是会更青睐现制菜品。与此同时,较高的人均消费,在某种程度上也会降低消费者的好感度。预制菜本身就还未深入大众内心,价格就抢先一步劝退很多人入场消费了。
当然,功夫菜面对消费者的质疑,针对来自大众产品与价格不匹配、口味一般等建议,功夫菜内部经过层层调整,现从美团APP显示,定价已经降到人均50-60元,至此,多个分店的评分和口碑有明显上升。同时从今年6月份起,贾国龙功夫菜全时段外卖店宣布暂停营业,进行升级,随后8月份本因开业的首家体验店,也因内部原因而延迟开业。如此看来,功夫菜似乎也在不断对自身进行探索,去找到消费者的触端。
预制菜赛道竞争激烈,产品同质化、性价比低、大众认可度有限等行业痛点逐一显现,贾国龙功夫菜近期放慢扩张的脚步,不失为一个稳妥的决定。
从品牌影响力层面,“贾国龙”和“西贝”这两个标签就已经可以反复炒起热度,产品定位高端品质化加之线下门店加速投入,占领市场先机,同时,创始人贾国龙怀揣一腔热血想要攻破“预制菜”这一领域。凡此种种,都是功夫菜的优势,但是真正的创新和吸引力是要站到用户角度思考问题。“预制菜”零售本身才进入C端领域,消费者的接受度本身就有限。
在中国人的传统观念中,“菜肴“、”吃饭“是情感枢纽,或是来自亲情、爱情和友情。预制菜的爆火,虽是给人们带来了便利,但是试问哪一位中国人不希望自己吃的每一顿饭,都是被用心烹饪出来的呢?基于此,预制菜品牌如果横冲直撞到大众视野,消费者的好感度在一定程度上会大打折扣。如何层层渗透,树立预制菜的品牌形象,这会是一个重要突破点。
贾国龙功夫菜,本身品牌很好,产品也在更新迭代,门店策略也在不断优化,但是要真正打入消费者内心,提高心智渗透率,这是一场持久战,创始人急不得。
万亿预制菜市场,
进击的头部玩家
预制菜赛道,竞争格外激烈。根据企查查数据显示,2020年相关企业注册量为1.23万家,到2021年激增至5.94万家。
传统预制菜的龙头已经率先做出新的布局,利用过去强大的经销商资源,开始向C端市场的业务快速围剿,速冻巨头安井食品、三全食品、海霸王等企业,各自在火锅料、早餐面点等领域有自己的品牌和渠道优势。在不动摇自身核心B端业务营收的前提下,以稳扎稳打的姿态入局预制菜C端。巨头们在营销策略和热度方面的表现,略有欠缺,有一部分原因是本身长期合作方在B端,对于C端零售的市场洞悉还有不足之处。
与此同时,也有一部分企业将自身的业务快速转型,看准“预制菜”近年的风口,想要迅速占领市场。在2021年4月上市的“预制菜第一股”味知香,目前预制菜C端的营收占比高达70%,但是自上市以来,股价高开低走,究其本质是被资本快速捧上风口,得到过高的溢价之后产能却撑不起二级市场的期待,企业盈利结构后劲不足。
当然,既然有风口,那么也有被吹上天的猪。国联水产作为国内最大的水产企业,在2020年亏损2.69亿元,反而在高毛利的预制菜业务推动之下,在2021年年度营收中预制菜盈利8.41亿元,并且初步形成以国内市场为主,国内国外双循环的格局。
前几年备受资本宠爱的生鲜电商们,也想发挥自身优势,利用前置仓作为物流基础,统筹上下游产业链,实现销售端能力破局。永辉超市推出自由品牌“辉妈到家“,正式进军快手菜赛道;叮咚买菜也推出独立品牌”朝气鲜食“主打预制菜品类。当然,近期看来最成功的要属盒马鲜生,它借着“疫情“冲击农产品销售的契机,快速掌握布局上游供应链,并且自建工厂以期掌控全局,随后展开一系列贴合时代大背景潮流的营销活动,实现线上线下营收双增长,反观入局滞后,被前置仓模式拖垮的每日优鲜,只能叹息艳羡。
对于近几年被疫情绊住发展的连锁餐饮企业来说,面向C端的预制菜可是成为他们“救命的稻草”。西贝的预制菜门店“贾国龙功夫菜”推出之后,较高的价格和定位加之消费者对于预制菜的理解还比较陌生,使得其口碑不断下滑,为了力挽狂澜,企业从去年年底也开始升级模式。
在预制菜这个新风口赛道中,百舸争流。每一家拥有不同背景的企业,都有着自身品牌、渠道、产品的优势,但是他们都面临着同一个问题:“预制菜”这个概念在全社会的消费心智渗透率有限。所以这也预示着他们共同的出路,谁可以在全行业树立起自己预制菜产品的品牌认可度,谁就会多一分胜算。
若是这些预制菜玩家们真的是抱有振兴这个行业初心而来,我有一个大胆的试想:预制菜的玩家们能否搭建一个统筹全行业产品的品质平台。这个平台由玩家们统一行业标准,以开放化、透明化的平台展示最真实的预制菜生产厂家和品牌,平台把评分权利交给用户,让消费者去选出他们心中预制菜的画像,同时在潜移默化之中,“预制菜”可以真正进入用户的内心。
餐饮外卖有美团评分,生产加工有1688筛选,预制菜似乎需要一个平台作为连结用户和品牌的媒介,来消除消费者对预制菜的警惕感。
作者:赵甜甜;来源:湃动商业评论(ID:paidongshangye),转载已获得授权。
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