Behind the explosion of the pre -made dishes, it is a slow -paced long -termism

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The epidemic continues to repeatedly, the prefabricated dishes quickly swept the country as a new air outlet track, and gradually attracted the end of the parties.

Following the fresh track players such as Hema, Daily Youxian, Meituan, etc., Luo Min, the founder of Qundian on July 17 with a 19 -hour live broadcast and a high record of 95.87 million viewers. The sales of the peak of historical peaks, the momentum of the prefabricated food prefabricated dishes, and officially announced the entry of Qudian prefabricated dishes at a brand strategic conference on the 18th. With the competition of prefabricated vegetable players including fun shops, this trillion -scale market is gradually becoming in people's vision.

The trillion gold track that cannot be ignored

At present, the reason why prefabricated dishes can attract players from all walks of life are inseparable from its huge growth space and their mature external conditions.

Judging from the track, the prefabricated track is a high -growth track worthy of long betting. According to the data provided by the National Foundation Industry Alliance, the size of the prefabricated market in 2021 is 345.9 billion yuan. It is expected that the growth rate of the prefabricated vegetable industry from 2022 to 2026 will be about 20%to 30%. The market is expected to climb above trillion size and has a lot of room for growth.

From the perspective of demand, the high -speed development of urbanization and the rapid expansion of the epidemic situation of the working population have begun to rise rapidly. In recent years, the high -speed development of urbanization has driven the growth of the working class of urban work. Individuals are limited to the lack of energy and time distribution, and the enhancement of the trend of small familyization and the degradation of cooking ability. Food demand continues to rise. At the same time, the rise of new formats such as takeaway distribution meets the external conditions of prefabricated dishes, and the scale of the prefabricated vegetable market continues to expand. The continuous and repeated epidemic situation has further stimulated the outbreak of the relevant market.

According to Meituan ’s food data, the sales of dishes in 2021 increased a huge increase in sales, an increase of 4 times year -on -year from 2020. Among them, frozen dishes have the highest proportion of sales and the largest growth rate. Increase 156%.

From the perspective of the supply side, as the prefabricated vegetable track continues to heat, the number of new prefabricated companies in the industry has risen sharply, but the levels of various types of players are different and most of the small and medium players. It is accompanied by a certain homogeneity, and some categories with unique supply capabilities have not been effectively discovered. All of the above are prepared for the outbreak of the Qundian.

Behind the live broadcast, Fun Store has been preparing for a long time

According to the data of the live broadcast of Qudian, it can suddenly "burst fire" as a newly -entered player, although it is inseparable from the promotion of platform marketing activities, but it is inseparable from the careful planning and layout of its early stage.

From the perspective of product positioning, the positioning of Qudian prefabricated dishes is mainly "short insurance", which is obviously differentiated with the frozen pre -production positioning on the market. At present, the prefabricated dishes in the domestic market are mostly frozen dishes. The fresh -keeping period is mostly 6 to 12 months. Basically, it is frozen treatment. Most of these categories of dishes are restricted by frozen capacity. The dishes are mainly home -cooked dishes. The shelf life is only 3 days. The user's demand for home -cooked dishes is aimed at. From the perspective of positioning, there is obvious misalignment competition with the above category.

From the perspective of the industrial layout, Qudian carried out a large number of early industrial chain layouts before making prefabricated dishes, which well consolidated its supply chain link.

For prefabricated vegetable players, the guarantee of the supply chain is an important guarantee for whether it can have strong competitiveness. Therefore, Qudian has made a lot of early layout before the prefabricated dishes. For example, in terms of materials and warehousing, in early 2022, Fun Store established 15 prefabricated vegetable production and processing factories in 15 cities including Xiamen, Wuhan, and Shenzhen. In order to do a good job of prefabricated vegetables, Qudian also integrated upstream and downstream resources, and and with and with. There are many high -quality enterprises such as Teleis, Longda, Guolian Aquatic Products, and Hengxing Aquatic Products.

From the perspective of the research and development of the dishes, it has established a huge dish R & D team, which allows consumers to satisfy consumers in terms of taste, characteristics and health. In terms of R & D, Qudian organized hundreds of major R & D teams to conduct more than 200 days of product research and focus on product research and development. According to Luo Min, the current prefabricated dishes have developed more than 100 products. At present, only 14 are launched. It is to ensure that each one is a boutique, which can be surprised to consumers. This is except for delicious health and freshness. Instead, another thing is more valued.

Judging from all aspects, the outbreak of Qundian prefabricated dishes is not a "accident", but the collective joint force of all work in the early stage.

The entrance is not only online

As mentioned earlier, it is limited to the positioning of the dishes based on "short insurance". When considering the specific landing, Qudian did not just put the sales of the dishes online. Digital Unicom, its layout has its own inner logic.

On the one hand, online opening up is conducive to its launching online marketing and expanding brand voice volume, while facilitating the iteration of user data to accelerate product iterations, and promote the large -scale production of its brand dishes. As the "test of water testing" as a prefabricated dish, fun shop prefabricated dishes can quickly attract a large number of users to participate in the short term. In addition to the "traffic tilt" of the platform mechanism, it also benefits from its early online users in the early stage users. The clear portrait and user preferences accumulated from the data have played a great role in the outbreak of its refined categories. Fun Store borrows the resources of the large flow pool of Douyin platform and the incentives of hundreds of millions of marketing costs (Apple mobile phone draws) to quickly transform a large number of paid users, transform public domain traffic into private domain traffic, and maximize the role of marketing. Brand publicity and data mining are carried out at the same time. The continuous explosion of large products has quickly brought large -scale benefits to the brand. This is undoubtedly the biggest inspiration brought by the live broadcast of the live broadcast of the live broadcast.

On the other hand, by actively promoting the expansion of offline stores, it can help it improve the loss rate and user satisfaction of the dishes, accelerate the brand's branding process, and also help them to diversize each other online and offline. For fresh dishes, the high loss rate leads to low gross profit margin has always been a big problem. Formed a mesh distribution by building offline store networks, it can minimize the distribution distance and the way brought by it. Losses are undoubtedly a practical way to make a lot of benefits.

In the case of the positioning of the fun shop dishes, the characteristics of "short insurance" determine that it has certain demand for offline stores. Store layout can shorten the cycle of users waiting to improve the user experience and satisfaction. Then bring positive feedback on word of mouth, and at the same time, it can reduce the loss rate to increase the gross profit of the single product. , Online and offline empowering each other and mutual flow of traffic can maximize drainage.

According to Luo Min's plan, Funte Store will continue to promote online channel development including Douyin, WeChat Mini Program, etc. At the same time, it will also promote the expansion of offline stores. The goal is to open up 20,000 stores in 2022, by 2023 by 2023 The annual expansion to 50,000 stores, from 2024 to 200,000 stores. There is no doubt that Qudian is trying to accelerate the platform's business expansion with the "two legs walking" by online and offline.

In short, from the specific layout, the channel linkage of the prefabricated dishes in Fun Store is compatible with its own actual situation, and has relatively complete channel logic.

The long -termism behind the slow rhythm

It is not difficult to find that although Fun Store is still high in prefabricated dishes, it has maintained a slow rhythm in important links such as product design and research and development. Long -termism invested in the industry.

From the perspective of the industry itself, prefabricated vegetables, as the "semi -finished vegetables" between lettuce and cooked vegetables, are still in the initial development stage. There are many problems that need to be solved. You need to participate in the enterprise enough patience.

In recent years, prefabricated dishes, including semi -finished vegetables, fast food, and cooking packages, have quickly become a new hotspot to promote the development of the catering market. However, from the perspective of the entire industry, the development of the domestic prefabricated market is still relatively "primary". There are not many large -scale prefabricated vegetable companies with industrial production capacity and central kitchen. At the same time The problems still exist, and each company involved is still in the early exploration stage of crossing the river with the stones, and there are many uncertainty in development.

In this context, a large -scale company similar to Fun Store intervention is a useful supplement to the existing prefabricated vegetable supply side. It uses special dishes to develop and refine omnicular operations and the coverage of the entire industry chain. It can promote the new stage of the industry to enter the development of "standardization" faster, and it is also conducive to the industry to explore the most suitable business model and development path as soon as possible.

From the perspective of competition, there are many players participating in prefabricated dishes in the industry. Among them, there are many powerful people. In the long run, with the continuous upgrading of competition, the competition of players will be launched in various fields such as supply chains, dishes, etc. in the future. avoid. At present, the prefabricated vegetable fields are not only the participation of powerful freshmen such as Hema, Daily Fresh, and Meituan, but also powerful catering companies such as Haidilao, Jia Guolong Kung Fu Cai, Zhiwei Guan, etc. In addition Some traditional prefabricated vegetable companies are also involved, and all parties cannot be underestimated.

With more and more players in the industry, there will be more and more comprehensive dimensions for everyone to competition, and the comprehensive strength of the enterprise itself has become increasingly important. In this context, all companies need to play basic skills in the early stage. Through the hard work and practice, the core ability is precipitated, so as to dig the moat of deep enterprises.

From this perspective, the slow rhythm of Qudian in the early stage is conducive to winning word of mouth and the market, and leaving full space for its continuous competition in the fierce competition of the subsequent market.

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