China Food

Heads of prefabricated dishes, players

scale, supply chain, single product and marketing analysis.
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.
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, 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



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