Prefabricated dishes "false prosperity"?It is difficult to take off at the wind

【Tide Business Review/Original】

This day is the birthday of Mrs. Wu's 8 -year -old son, and many children come to the house as guests.

Near the time to eat, Mrs. Wu still did not show signs of cooking. Some parents thought they had not prepared food and had begun to leave.

Someone knocked on the door for a while, and the takeaway brother sent a lot of lunch boxes.

"It seems to be prepared for takeaway," someone murmured, "This is convenient, that is, the taste may be average."

However, the lunch box was opened, but it was a box of fried food ingredients that had been configured. Mrs. Wu picked up these ingredients and started to cook.

Soon at the meal, a table of abundant dishes appeared.

Everyone praised, some people praised Mrs. Wu, and some praised "This prefabricated dish is really convenient."

Foreword

Recently, the leading company in the cold fresh meat industry, Shuanghui, has done new actions.

Recently, there are media reports that Shuanghui has set up a catering division to launch a pre -made product of the family banquet series and chopsticks Lexing Kitchen series dishes. The low -temperature speed frozen method is used to maximize the taste and taste of the dishes.

Picture/network

In fact, it is not only the prefabricated dishes that sell meat. According to the "Ai Media Gold List | The Top 100 Chinese Food Brands in the First Half of 2022" released by Ai Media Consultation, the Merlin selling lunch, Zhou Heiya, who sells spicy duck neck, the thoughts of dumplings, and even hot pot restaurants Haidilao has deployed the prefabricated vegetable industry.

Not only these food companies, but some Internet companies also have to share a share. In March 2020, Hema established a 3R business department, namely Ready to Cook, Ready to Heat, Ready to Eat.

In 2022, Ding Dong bought vegetables to launch the prefabricated independent brand "Vigorous Fresh Food", which mainly deployed B -end channels such as distribution, agency, and terminal big customers. The goal was to penetrate the prefabricated vegetable field.

Not to mention the capital investor of the Prophet of the Chunjiang Shui Duck, the "Insight Report on the 2022 China Pre -Making Cuisine Industry" shows that from 2013 to 2021, a total of 71 investment financing incidents occurred in the prefabricated vegetable track, disclosing the total amount of financing exceeding 1 billion yuan , Involve 42 projects. From 2020 to 2021, 23 financing of prefabricated vegetable tracks (such as: Chatelion, Niu Zi Catering, Lazy Bear Hot Pot, Zhenwei Xiaomei Garden, Weizhi Xiang, three meals with ingredients, saving lion, monkey grandfather catering and beverage catering catering , Mavericks Casey).

Figure/Ai Media Consultation

For a while, everyone loves prefabricated dishes!

What exactly is the prefabricated dish? Is it really fragrant?

01 Prefabricated dishes: Time and place

Usually, when we stir -fry, we need to complete the cumbersome procedures of buying vegetables, washing vegetables, picking vegetables, cutting vegetables, and other dishes before we can start frying and frying.

Prefabricated dishes, simply speaking, the merchants provide all the dishes for cold chain storage. Consumers only need to directly perform the final cooking link after purchasing.

Something straightforward is equivalent to you invited a side dish.

Prefabricated dishes are not a rare species. Around 2000, semi -finished vegetable manufacturers have appeared in my country. However, the real outbreak of prefabricated dishes is inseparable from the co -promoting push of the people at the time.

In the day, prefabricated dishes have gone through a relatively large rapid growth.

The first time was in 2014. Due to the explosive growth of takeaway and the change of consumption methods, prefabricated dishes for chain fast food companies are on the B -end.

Since 2020, prefabricated dishes have ushered in a period of consumption acceleration in the C -end.

This time, it is because of the epidemic.

On the one hand, reducing daily epidemic prevention policies such as gathering and home isolation has caused cooking at home to become a choice of "having to".

On the other hand, at the epidemic, the cost of labor and rent is high and there is a trend of gradually rising, but offline stores often shut down. The convenient operation and controllable quality pre -production can help restaurants reduce kitchen area and reduce excessive dependence on chefs, etc., and help improve the profitability of catering companies.

Figure/Pexels

In addition, although takeaway has become another big food habit of people outside the hall. However, as people have improved food health and quality requirements, it is difficult to meet people's health requirements for food under the fast -paced life after delivery, the quality of raw material quality is difficult to guarantee, the quality of raw materials is difficult to ensure, and the taste of the taste is decreased after delivery.

Mom, mother, grandparents are always holding young people's ears, "Don't eat takeaway, unhealthy, better cook by yourself!"

Under this hearing, prefabricated dishes that occupy the highland of the kitchen not only cater to the needs of people's fast -paced cooking, but also provide people with fresh and high -quality dishes and taste.

At least such psychological comfort.

This is the ground.

In terms of people and this factor, we still need to thank the lazy people's economic and diversified consumption scenarios.

With the transformation of consumption upgrades and the transformation of young people's consumption concepts and the rhythm of life, the prefabricated dishes are free, washed, and free of charge. eat". Therefore, prefabricated dishes are more friendly for those who can't cook ...

For busy housewives, the prefabricated dishes have greatly reduced the pressure of cooking when watching the baby. When encountering a holiday family dinner, especially the "New Year's Eve", the prefabricated dishes maintain the temperature of the kitchen, which also liberate the hands to the greatest extent, leaving more time to the family to concentrate on the party. For unmarried men and women, elderly living alone, etc., prefabricated dishes also meet the needs of single people for "one -person food" such as "one -person food" for single people. Demand support. According to the data of the Chinese Bureau of Statistics, the number of "one -person household" family in 2020 exceeded 125 million, accounting for over 25%. According to the Shell "New Living Report", China's residence rate may exceed 30%by 2030.

02 Prefabricated dishes, not as "fragrant" as it looks like

Under the stimulation of multiple factors, prefabricated dishes have been one of the fastest -growing sub -industries in the food processing industry in the past five years, and according to forecasts, there is still much room for growth in the future.

According to the "Research Research Report on the Prospects and Investment Opportunities of the Prefabricated Vegetable Industry and Investment Opportunities" released by the China Business Industry Research Institute in 2021, the size of the prefabricated vegetable market is 204.4 billion yuan to 306.6 billion yuan. According to the annual compound growth rate of 20%, In the next 6-7 years, my country's prefabricated vegetable market can grow to a market with a size of trillion yuan. In the long run, the scale of the prefabricated vegetable industry is expected to achieve more than 3 trillion yuan.

However, at the same time, the China Commercial Industry Institute's report also pointed out that in 2021, the domestic prefabricated market is mainly based on the B -end of the dining place.

Every weekend, it is time for Xiaohe to go shopping with girlfriends.

Figure/Pexels

The crowds of large shopping malls are surging, and there is no uncommon scene in lunch time. I just do n’t know when to start, the large chain catering brand not only served more quickly, but the same dishes in different stores in the same city gave her almost exactly the same.

"In order to flip the rate and the stable reputation of the dishes, it is a general trend to use cooking packages and prefabricated dishes for chain restaurants." In this regard, Xiao He is not surprised. "Even if a chef has changed, I don't worry about the taste of vegetables."

According to the report of the China Commercial Industry Institute, prefabricated dishes accounted for 80%of sales on B -end. In other words, 80%of the prefabricated dishes are eventually flowing into consumers' mouths from Tang food and takeaway. There is no difference from the previous catering, and it is also very different from the prefabricated vegetable consumption in our impression.

And those C -end people who have been given high hopes for capital are currently unclear.

For the hand -disabled party, only the simple heating finished product prefabricated dishes, "product recovery" may be very capable.

For example, can a semi -finished palace palace bubble chicken, after frozen and thawing, can the ingredients be guaranteed enough? Is the taste so good? Can every consumer make a simple food based on the outer packaging?

For gourmet enthusiasts who really like to cook, prefabricated dishes are not so authentic and have no complete meaning of their own hands.

Figure/Pexels

The current epidemic has prompted everyone to cook home and make prefabricated vegetables. So how much can I continue to cook in the future of the epidemic to continue to cook without simply going out to enjoy the original taste of the hall?

Moreover, although there are many participants in the domestic prefabricated vegetable industry, these entrants really want to participate in it, or they still want to "play tickets", it is not known.

For example, take Shuanghui as an example. According to the 2021 annual report, Shuanghui achieved revenue of 66.798 billion yuan, a decrease of nearly 10%year -on -year, and net profit attributable to the mother was 4.866 billion yuan, a year -on -year decrease of 22%. This is the largest decline in the annual performance of Shuanghui since its listing in 1998, and it is also the second time that both revenue and net profit have declined. What is more vigilant is that the last time was in 2017.

What is even more worse is that Shuanghui's revenue continued to decline by 25%in the first quarter of this year. It can no longer achieve revenue growth by selling meat alone, which allows Shuanghui to find the second curve in addition to the main business.

Similarly, there are three squirrels. If Shuanghui also has prefabricated food ingredients resources, the cross -circle intervention of three squirrels can be described as not small, which may not be related to its increasingly pressureful performance.

The first quarter report of 2022 showed that the three squirrels achieved operating income of 3.089 billion yuan in the first quarter of this year, a year -on -year decrease of 15.85%; net profit of 161 million yuan, a year -on -year decrease of 48.75%.

For prefabricated dishes, Shuanghui and the three squirrels came to premeditated or "rushing for medical treatment", which was unknown.

03 Prefabricated dishes: It may be small and beautiful, it is difficult and comprehensive

For the future of prefabricated dishes, although many market analysis draws beautiful and seemingly rich "big cakes", this cake is not easy to swallow.

According to the "Prefabrication Consumption Survey Report" issued by the Jiangsu Consumer Rights Protection Commission, there are three biggest concerns of consumers for prefabricated dishes: one is food safety, the other is food taste, and the third is diverse categories.

Among them, food safety problems can be quickly avoided with the improvement of technology and management. But the latter two are two major problems.

Figure/Pexels

In addition, the complex cuisine differences in Chinese food make the regional characteristics of the dishes obvious. For prefabricated dishes, entering a new area may face certain risks. This is destined to have a "large and comprehensive" national region in the short term in the short term, and can only be deeply cultivated in a small area. "The first stock of prefabricated dishes" revealed in the prospectus of the IPO that from 2018 to 2020, the operating income of Mizhixiang in East China accounted for 97.60%, 96.81%, and 96.80%, respectively, and the sales radius was significantly concentrated.

Even in 2021, the successful financing, Mi Zhixiang still failed to break through East China. During the reporting period, the company's East China region achieved revenue of 724 million yuan, accounting for 96.02%of the main business revenue throughout the year. And Daoyuan.

In addition, due to the many categories of Chinese cuisine, it is more geometric to increase the difficulty of having to occupy all the dishes. Instead, the prefabricated brands to promote a single product or series of products have a higher factor.

It is still taken as an example. Although it is known as more than 200 dishes, meat products account for 70.68%of the main business income of the year, of which beef products account for 47.10%of the main business revenue of the year, becoming the first one, becoming the first one, becoming the first one, becoming the first one, becoming the first one, and becoming the first one, becoming the first one, becoming the first. Large categories.

Another listed company with the hotspot of "prefabricated vegetables" is a world food. This company once introduced its own company with "edible bacteria, seaweed, and vegetables as the main raw materials to create a leader of Chinese appetizers." In 2021, in 2021 The year clearly proposed to focus on "prefabricated cold dishes", and for the first time, he introduced his company to "the main business is the research and development, production and sales of prefabricated cold dishes such as marine food and edible fungi food. brand."

Figure/Aoi Food Officer

The size of the prefabricated vegetable market in 2021 reached 345.9 billion yuan. Even many players such as Zhixiangxiang and Anai have entered the industry. At present, their market share is still less than 1%. The track is still dominated by small and medium -sized enterprises, and the industry concentration is low.

Therefore, there is still great possibility for the short -term future of the prefabricated vegetable industry. For prefabricated vegetable companies, the niche market development is developed for specific people or specific scenarios, and the small and beautiful brand reputation and market share are formed. Not a good choice.

After using a prefabricated dish on the day of his son's birthday, Mrs. Wu did not use it for the second time.

The son asked curiously: "Mom, why don't you use it anymore?"

"There are too many people to use it. I usually only make the meals of our family. I still have no problem." Mrs. Wu said with a smile, "Besides, how can there be a mother's incense in that meal?"

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