Hot prefabricated dishes, players have their own abacus

Title / Picture Source: Network

Players from all walks of life are competing for prefabricated dishes, but each has its own abacus.

Produced ｜ NBS New Products n Author ｜ Wu Wenwu

01 Hot prefabricated dishes

The live broadcast of the new top net red anchor came from the live broadcast. This time, it was Boss Luo Luo.

On July 17, Boss Luo Luo opened a live broadcast of 19 hours and 21 minutes on Douyin. The sales volume of a single game exceeded 8 million, the cumulative increase of 4.5 million, a total of 500 million+, the cumulative number of viewers 90 million +, Cumulative sales reached 251 million yuan.

In this live broadcast, Boss Luo Luo sent 500 iPhone13 during Weibo activities, and 1,000 Douyin was worth 7.5 million yuan. If you like a certain amount, you can grab the sauerkrautfish prefabricated vegetables.

Qudian also hit the star, invited the stars, and opened the screen advertisement and hot search. The rumor cost of up to 12.5 million yuan. Soon, Boss Luo hit the iron while hot. On July 18th, the prefabricated dishes of the shop held a press conference, announcing that in the next three years, it would support 100,000 users to start a offline store, and shouted the slogan of "cooking for the family".

Qudian and Luo Min have only one new goal: prefabricated dishes.

Lu Zhengyao, the founder of Ruixing Coffee, also aimed at the prefabricated track in 2021. In January this year, Lu Zhengyao's prefabricated brands of the prefabricated dish brand opened in Beijing and opened 15 stores in three months. Essence

Even the well -known professional managers couldn't help entering the game. Chen Jianhua, president of Jiawo Food, resigned and started a business, set up a Huahua Food industry brand, aimed at western prefabricated dishes, focusing on the B -end market channel. The brand has recently received tens of millions of yuan of angel round financing.

Known as the "mother" of the parent company of Nongfushan Spring, the "mother" of Nongfu Spring, which is known as the "mother" of Nongfu Spring, is also involved in the prefabricated vegetable field and tried water prefabricated products on the e -commerce platform.

Capital compete for prefabricated dishes. According to incomplete statistics, since January 2022, not only the pre -production concept stocks have skyrocketed, but more than 10 prefabricated brands such as cooking rice, Wangjiadu food, three meals, pots, flavored lions, silver food, and Maida mother Within one year, financing has been obtained, and the maximum financing amount exceeds 100 million. According to media reports, Lu Zhengyao's tongue heroes received 1.6 billion yuan in financing.

Internet leaders, star professional managers, beverage giants, and catering companies have all followed the prefabricated dishes, showing that prefabricated dishes are becoming more and more popular.

Prefabricated dishes are supermarkets. According to iResearch data, the size of China's prefabricated market in 2021 is 345.9 billion yuan, which is expected to exceed 1 trillion yuan in 2026.

Twenty -20 million prefabricated dishes

Why can the prefabricated dishes attract all players to enter the game?

From the perspective of the new NBS products, players not only value the future market space and prospects of the prefabricated vegetable industry, but also look at the economic effects, story effects and market effects in front of the prefabricated vegetable entrepreneurial project. "Judao", everyone wants to share a share.

Boss Luo said that he had achieved financial freedom for a long time. Why did he do it? Because social value is particularly great. Is Boss Luo Luo made prefabricated dishes just to achieve social value?

Answer, of course: No! Fun Store's launch of the prefabricated vegetable business, it looks more like a last resort. Qudian has no past glory.

According to incomplete statistics, after the listing of the New York Stock Exchange in 2017, Qudian has faced a lot of transformation pressure from the main borrowing business. K12 online education and luxury e -commerce, it seems that every project is a vent, but it has not succeeded.

The revenue of Qudian continued to decline and the stock price continued to be sluggish. According to the Q1 financial report released by the 2022 Q1 financial report released on June 13, the revenue was only 202 million yuan, a year -on -year decrease of 60.9%. In May of this year, because of the long -term stock price below $ 1 and received a delisting warning from the New York Stock Exchange.

The pressure of Qubian and Luo Min needs to be a great pressure. It requires first aid to find a new breakthrough. Luo Min aimed at the prefabricated vegetable track and fancy the popularity of live broadcasts. And long -term economic effect.

Prefabricated dishes can not only tell good stories, can bring short -term economic effects, but also quickly increase the stock price and get more.

Fun Store prefabricated vegetable investment can bring obvious economic income. Some media have made calculations. To join a prefabricated restaurant, you need to pay a 100,000 deposit. 100,000 deposit, total deposit of 1 billion, by 2023, 50,000 stores, a total deposit of 5 billion yuan, by 2024, 100,000 stores, a total deposit of 10 billion yuan. Only one business income of China Merchants to join the charges can resurrect the blood store with blood (this data is calculated by the media and does not have authenticity).

After Lu Zhengyao was "rushed out" Rui Xing coffee, he tried a lot of projects, made small noodles, and quickly aimed at the prefabricated dish. Lu Zhengyao hopes to make the heroes of the tongue into the "Rui Xing" of the prefabricated vegetable industry and treat the prefabricated vegetable entrepreneurial project as a project that is re -entered by Dongshan.

Therefore, these big guys are targeting prefabricated dishes, and they value the short -term economic income and long -term economic effects brought by the pre -production investment franchise model. The Internet gameplay is used to make prefabricated dishes. It is essentially a game of capital.

03 Prefabricated Franchisee Fortune Dream Buried

In the prefabricated vegetable industry chain, an important role is a franchisee.

Luo Min Gao Tao shouted out of the store opening plan. In the future, it is necessary to support 100,000 users to start an offline store. Lu Zhengyao is opening up the country with low -key horses. Lu Zhengyao's tongue hero franchise store has developed rapidly. Some media reports said that as of the beginning of April this year, the hero of the tongue has expanded to 78 cities across the country, with 210 stores, and more than 6,000 potential franchisees have handed over 10,000 yuan to franchise Interest gold.

Prefabricated vegetable franchisees are eager to try. So, how is the economic account of joining a prefabricated restaurant calculated?

Joining a prefabricated store store requires investment fees for the early stage, store rent, decoration, equipment procurement and other investment expenses. During the operation, it is necessary to invest in long -term costs such as manpower, purchase, marketing, and rent.

It seems that there are not many prefabricated store stores to join a prefabricated restaurant, but it is necessary to calculate, and a lot of funds need to be invested, and the risks of confirmation and uncertainty in the future operation process need to be faced.

Taking Lu Zhengyao's tongue hero as an example, the threshold for joining is not high, and the stall -type store investment starts at 30,000 yuan. The use area is about 10 square meters. On the left, the investment is 50,000 yuan.

According to the Financial Association, joining a hero of a tongue at the tongue is not a labor cost. The first batch of investment includes rent, franchise fees, decoration, equipment procurement, and purchase, at least 150,000 to 200,000. At the beginning of the market expansion, the tongue hero also launched activities such as franchise fees and new customers.

A regional agent of the hero of the tongue said that optimistic expectations can generally make a profit and loss balance in 2 to 3 months. Of course, this is only optimistic expectations.

However, before joining, these franchisees cannot only see the hot side of the project, but also need to pay attention to the risk factors in the later period and the specific situation of the region, cities, and surrounding markets. The core needs to pay attention to the following two points.

Following point 1: Whether the consumption power of residents is enough to support a store.

The prefabricated vegetable stores are the same as the offline life supermarket and vegetable market. They all do the business of surrounding residents. The coverage of a store is limited and the market space is very limited. The business of fruit shops and meat shops is the same.

The price of single items is not expensive, but the consumption power of residents is also critical, and enough consumption power can support a store business.

Following Point 2: Cultivation of user consumption habits, low consumption frequency, and difficulty in repurchase of product repurchase.

Prefabricated vegetable franchise stores should conduct peripheral propaganda. User consumption habits need to be cultivated. Young people like prefabricated dishes because it is convenient, but the consumption habits of family customers are difficult to cultivate. Prefabricated dishes conflict with traditional family kitchen culture.

Prefabricated dishes are a kind of lazy consumption. Although there are many categories, it is actually mainly single products and explosive products. There are fewer categories, and the products of the product are serious. After the consumers have bought it a few times, they will lose their interest. The frequency of consumption will be reduced, and there is a problem with the difficulty of repurchase.

There should be no consumer to buy prefabricated dishes three times a week, and the prefabricated vegetable consumption has strong casualness.

Prefabricated vegetables are moving towards the C -end market. The prefabricated vegetable franchise model is a new thing. It is in the early days of market exploration. At present, there is no successful business profit model in the market. In the future, there will be many unknown and potential risks.

Entrepreneurs of prefabricated vegetable franchise stores should conduct full investigations and judgments according to the actual situation of the local market.

At present, the head prefabricated vegetable brand is fully promoting the investment model of China Merchants. The popular scene seems to have known each other. Some media commented that prefabricated dishes are "leek".

04 Prefabricated dishes cannot be too strong

Prefabricated dishes are not new species. There are many years. At this stage, the industry pattern of prefabricated dishes is mainly based on the supply of B -end markets.

According to the data released by Guohai Securities, the data of the prefabricated vegetable research report shows that the proportion of B -end and C -ends of the prefabricated vegetable market is about 8: 2, which should actually be higher than this proportion. At present, more than 85%of the prefabricated vegetable sales channels are concentrated on the B side.

Initially prefabricated dishes mainly supplied the traditional catering industry, that is, large and small restaurants, but only as the front end of the industry supply chain, consumers did not pay attention.

For the first time, the prefabricated dishes were takeaway. The rise of takeaway, the prefabricated vegetable companies poured into the takeaway track, and they maintained small and medium -sized restaurants or specialized takeaway restaurants.

The takeaway platform does not limit the use of prefabricated dishes. The standardized hot -selling products of prefabricated dishes can bring higher gross margin to catering shops, save costs, and improve efficiency.

There is also an important B -side scene in the prefabricated vegetable brand to supply chain catering brands, such as supplying chain catering brands, taking sauerkraut fish as an example. The suppliers behind them have obvious gathering effects.

NBS's new products are slightly concerned, and some powder lock -locking catering brands have also launched rice sets, many of which are prefabricated dishes directly heated.

According to data from the China Chain Management Association, more than 90%of catering companies have exerted takeaway foods, of which 91.6%of companies sell semi -finished products and pre -packaged foods.

At this stage, the vast majority of the prefabricated markets are in the B -end market. The B -end market pursues scale effects and industrial effects, while the C -end market focuses on creating brand effects.

The future popularization of the C -end market for prefabricated vegetables mainly depends on factors such as market penetration, consumption habits, convenient market service convenience, and popular product popularity.From the perspective of the penetration rate, the current prefabricated dishes are in the C -end market. The penetration rate of domestic prefabricated dishes is only 10%to 15%. It is expected that it will increase to 15%to 20%by 2030.The rate has reached more than 60%. There is still a lot of room for development in the future, but there is still a long way to go.

The C -end pre -production market has just begun to develop, and entrepreneurial brothers, capital, and enterprises have poured in, making prefabricated dishes become increasingly popular. Now there is a trend of virtual fire.

Prefabricated dishes are a popular catering consumer product. They should pay attention to the long stream of water and swarming. After a burst of fire, it will eventually leave a feather.

- END -