The cold thinking behind the prefabricated vegetables: being called "pig and dog food" by experts, why is the home appliance giant grabbing the beach?

Fengkou Finance reporter Zhang Tingwang

The fire in prefabricated dishes reached the home appliance market.

Recently, old home appliance companies such as Gree, Grandz, and boss appliances aimed at the gap in the market for smart cooking equipment, and have deployed the prefabricated market.

However, as prefabricated dishes have gradually become a new model for people's catering consumption, there are more and more controversy around prefabricated dishes. Earlier, a well -known think tank founder approved the prefabricated dishes as "pigs and dogs" caused heated discussions.

Is the prefabricated vegetable track in home appliance companies, is it that the market is promising in the future, or do you want to use the new air outlet to speculate?

Grabbing: home appliance company enrolled prefabricated dishes

According to data from Ai Media, the size of the prefabricated vegetable market in 2021 was 345.9 billion yuan, a year -on -year increase of 19.8%. In 2026, the size of the prefabricated vegetable market will reach 1072 billion yuan.

The trillion -scale market has opened a new segmentation track for traditional home appliance companies. Recently, home appliance companies have aimed at the market gap in the market for smart cooking equipment and entered the game.

On September 19, the Guangdong Provincial Department of Agriculture and Rural Affairs investigated the development symposium of Zhuhai's prefabricated vegetable equipment industry.

Source: Guolian Aquatic WeChat public account

It is worth noting that Gree has just announced the deployment of the prefabricated vegetable market. On September 7th, at the prefabrication industry development symposium in Zhuhai, Dong Mingzhu, chairman and president of Gree Electric, said that Gree Electric will set up a prefabricated vegetable equipment manufacturing company. Prefabricated vegetable equipment manufacturing companies will focus on research and development, production and transportation services, and provide technical support for the development of the prefabricated vegetable industry.

In addition, on September 15, Guangdong Grandz Group Co., Ltd. entered the prefabricated vegetable track and launched the world's first pre -production microwave oven. At the same time, the Grandis Group released the first "Technical Specifications for Microwave Cooking Prefabricated Cooking Official Evaluations", and also established a professional committee of prefabricated dishes smart cooking equipment. The Enterprise Association joined the industry to promote the intelligent cooking industry of Guangdong's prefabricated vegetables.

Grandos Cuisine Magnatan Microcarpack Source: Galanz Officer Micro

Not only that, other home appliance companies, such as the Timo brand of the Cobos Group, will also launch a commercial smart cooking machine in December 2022 after launching a 10,000 -smart cooking machine 3.0 and food. The month released a series of digital kitchen appliances, including smart cooking pots. The Midea Group Zi Ling is very concerned about prefabricated dishes because of facing young people. The person in charge of the Hua Ling brand once said that it will strengthen communication and mutual service with the prefabricated company, so that Hua Ling's kitchen appliances are more suitable for prefabricated dishes, and prefabricated dishes are put in prefabricated dishes. Enter its cloud recipes.

As early as the end of 2020, Haier Zhi's house successfully baked the authentic Beijing roast duck with oven, sold 10,000 in 2 days. Before the Spring Festival in 2021, it launched the New Year's Eve meal consisting of 16 nationally famous chefs.

In fact, home appliance companies "rushing into" the prefabricated vegetable market is its strong market potential.

Prefabricated dishes can help catering companies effectively save labor costs, time costs, back kitchen area, etc., and can help catering companies solve the problem of inconsistent chain catering taste. In 2020, the chain rate of Chinese catering was only 15%, which was far lower than 54%and 49%of the United States and Japan, with greater rising potential.

At present, in this trillion track, the industry concentration is relatively low. Data show that in 2020, the Chinese prefabricated vegetable industry CR10 (the top ten companies accounted for 14.23%). In addition, according to the "Five Years of the Chinese Culinary Association (2021-2025) Work Plan", the penetration rate of domestic prefabricated dishes is only 10%to 15%, and it is expected to increase to 15%to 20%in 2030.

According to the company's investigation data, there are currently more than 70,000 prefabricated enterprises. Although there are many enlisted people, there are many leading companies that have no national dominant position in the country. The entire prefabricated market shows the characteristics of few large -scale enterprises and strong regional. And there are very few prefabricated vegetable equipment companies. Such a potential market, of course, can attract more appliance companies to share a share.

Question: "Pig and Dog Food" reminder

Because of the changes in consumer dining habits in recent years, prefabricated dishes have indeed become a new outlet. Many mature companies have participated in it, such as the first share of the prefabricated dishes. In addition to its own flagship store, the franchise mode is also adopted. The annual report of 2021 shows that the 1319 franchise stores of Mizhixiang contributed 346 million yuan in revenue, with an average annual revenue of each store of 262,300 yuan.

However, as prefabricated dishes have gradually become a new model for people's catering consumption, there are more and more controversy around prefabricated dishes.

The most recent discussion caused by Wang Zhigang, the founder of Zhigang Think Tank Wang Zhigang on September 14th, to visit the East Selection live room on September 14. When talking about food with Yu Minhong and Dong Yuhui, he said, "The big roads you eat, what prefabricated dishes. What do you know what it is After making prefabricated dishes? "After Dong Yuhui replied as" the half -cooked food ", Wang Zhigang said," I never eat that kind of pig and dog food. "

One stone aroused thousands of waves. Wang Zhigang's words caused fierce discussion among netizens. Netizens who bought prefabricated dishes often felt "beamis" and believed that experts should not be so derogated. Food safety standards are not as unbearable as experts. Some netizens believe that although prefabricated dishes are convenient, because of adding preservatives, long -term consumption is not good for the body. Many restaurants now use prefabricated dishes in large quantities. However, this also wakes up the prefabricated vegetable industry, indicating that everyone still does not know enough, lacks confidence, and have doubts about increasingly common prefabricated dishes in life.

For example, there are too many small workshops, small factories, food safety problems in prefabricated vegetable manufacturers, frequent food safety problems, and relatively single dishes structure, lack of unified quality standards, and so on. There are also some chain restaurants that obviously use prefabricated vegetable bags, but in order to maximize the benefits, they do not inform consumers in advance, infringe on consumers' right to know, and have caused a lot of consumer disputes.

The "Special Research Report on the Quality Upgrade of the Prefabricated Cuisine Industry in 2022" released by Ai Media Consultation pointed out that more than 50 % of consumers have encountered product quality problems.

Food safety, industry standards, and regulatory issues in the prefabricated vegetable field have also received more and more attention. Guangdong, Shandong, Jiangsu, Guangxi and other places have proposed the layout of the prefabricated vegetable industry. By formulating and introducing the development of prefabricated vegetable development planning, preparation of prefabricated vegetable industry parks, establishing development alliances, and launching prefabricated vegetable industry funds, etc., to promote the implementation of the local prefabricated vegetable industry and High -quality development.

In July of this year, the Guangdong Provincial Market Supervision Bureau took the lead in formulating 5 prefabricated local standards such as the "Prefabricated Vegetables and Classification Requirements", "Cantonese Cereal Prefabricated Packaging Sign", "Prefabricated Cold Chain Delivery Specifications", and effectively solved effectively The lack of food safety supervision technology standards in the industry.

In February this year, Shandong Province established the prefabricated vegetable industry alliance to become the first provincial prefabricated organization in the country. Caigong Public brand national production and sales platform.

Source: Volkswagen.com

In addition, on May 31st this year, the Nanning Market Supervision Bureau of Guangxi issued the first batch of local standards of Nanning City, "Prefabricated Vegetables", "Prefabrication Classification", "Prefabricated Cold Chain Distribution Operation Specifications".

Yu Leng: It's hard to say "good times" now

In recent years, "prefabricated dishes" has attracted capital to enter the venue with endless magic power.

In 2020 and 2021, there were 23 domestic first -level markets related to investment and financing incidents related to prefabricated dishes. Especially in April 2021, Zhixiang, known as the "first stock of prefabricated dishes", landed on A shares, which caused a commotion in the first -level market.

Source: Ai Media Consultation

However, the contradiction with capital carnival is the first batch of prefabricated restaurants. Since the beginning of this year, the first batch of brands of prefabricated vegetables, "Heroes of the Tongue", and Xibei's "Jia Guolong Kung Fu" and "Fun Store Pre -Making" franchise stores have not been able to hide the "closing tide".

For example, it is for example of Naoming, on July 18th, Qudian announced the official entry into the prefabricated market. According to the planning of the owner of the shop owner Luo Min, Qudian will support 100,000 users to open the store in the next three years. There are 200,000 stores during the year.

However, on September 6th, the financial report of the second quarter of 2022 released by Qubian made it clear that the company decided to reduce the investment in prefabricated vegetable projects based on the assessment of the current market conditions. Series measures. According to its explanation, the company's net loss in the second quarter was 61.3 million yuan, while the same period last year was a profit of 270 million yuan. The main reason for losses was increased marketing expenses related to prefabricated dishes.

On the other hand, from the perspective of the "novice" enrolled in the entire market, the increasing increase in related prefabricated vegetable companies is decreasing.

According to the company's investigation data, 12,800 newly prefabricated companies related companies were added in 2020, a year -on -year increase of 0.45%, which is the most new year -on -production enterprise in the past 10 years. However, in the prefabricated dishes in 2021, relevant enterprises only increased by 04,200, a year -on -year decrease of 67.34%.

Why does home appliance company now "squeeze" prefabricated vegetable tracks? In addition to the huge market in the future, there may be more important considerations, that is, the overall sales of the home appliance market are currently sluggish.

According to data released by the China Institute of Electronics Information Industry, the retail sales of my country's home appliance market fell by 6.5%year -on -year in 2020. In 2021, the scale of home appliances rebounded 5.7%year -on -year, but it was still lower than 2019. In the first half of this year, the retail sales of the home appliance market was 338.9 billion yuan, a year -on -year decrease of 9.3%.

Specifically, the "Three White Home Appliances Giants" Haier Zhijia, Midea Group, and Gree Electric's revenue growth in the first half of 2022 were below 10%.

Taking Gree as an example, in the first half of 2022, Gree Electric achieved operating income of 95.222 billion yuan, an increase of 4.58%year -on -year, and the net profit attributable to the mother was 11.466 billion yuan, an increase of 21.25%year -on -year. The increase in net profit of returning mother was 31.01%and 48.64%, respectively.

Gree Electric mentioned in the half -annual financial report of 2022 that in the first half of 2022, the retail sales of the Chinese home electric line market decreased by 5.3%year -on -year, which is the first time in recent years.More than 10%.Fang Hongbo, chairman of Midea Group, previously said at the investor exchange meeting that the industry will usher in an unprecedented cold winter in the next three years.In the cold winter, the popular track has become a way to find a transfer, and prefabricated vegetable equipment has also become a new profit growth point for these home appliance companies.

However, at present this prefabricated track of imagination and controversy is full of uncertainty in the future.At this time, home appliance companies have "squeezed into" tracks. I do n’t know if they really think that there will be great promise in the future, or helplessly.

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