Communication PLUS. Industry depth 丨 Prefabricated dishes are accused of "pigs and dog food": the market is hot, and multiple mainstream home appliance brands cross the border

"I never eat (prefabricated dishes), that's a pig and dog food." Recently, the founder of Zhigang Think Tank Wang Zhigang selected the live broadcast room in the East, rushing to the hot search. Is the prefabricated dish "pork and dog food"? Discussing fierce discussions among netizens.

However, prefabricated dishes accused of "pigs and dogs" have become "fragrant" in the eyes of home appliance brands. Recently, Gree and Galanz have successively entered the prefabricated track, and prefabricated dishes seem to be a new outlet for the home appliance industry!

Home appliance brand fell in love with trillions of prefabrication markets

On September 7, Gree Electric Dong Mingzhu said at the meeting that it would set up a prefabricated vegetable equipment manufacturing company. The company will focus on research and development, production and transportation services to provide technical support for the development of the prefabricated vegetable industry.

After a week, Galanz launched the world's first prefabricated microwave furnace. The equipment can be heated for prefabricated dishes such as staple foods, meat, soups, and other prefabricated dishes.

Earlier, in the 2021 Chinese New Year's Eve dinner launched by Haier Zhi's family, Beijing roasted duck prefabricated dishes, saying that they could bake the authentic Beijing roast duck with the use of Haier's home oven; The prefabricated vegetable company strengthens communication and serves each other to put prefabricated dishes in its cloud recipes.

Why do home appliance companies get cross -border in the prefabricated market? Home appliance expert Liu Buchen analyzed in his personal Weibo that the internal and external factors were made. In the external environment, the prefabricated vegetable industry has a huge scale, becoming a attractive business opportunity for home appliance companies; internal factors are difficult to grow in home appliance companies, and prefabricated dishes may be a chance to break the situation.

It is understood that as the "lazy house life" method is becoming popular, healthy, convenient, and fast prefabricated dishes continue to increase fire. According to relevant data, it is expected that the Chinese prefabricated vegetable market will maintain an annual growth rate of about 20%in the future. In the next 6 to 7 years, my country's prefabricated vegetable industry is expected to become the next trillion -level market. The booming development of the prefabricated vegetable industry has made various industries optimistic about the prefabricated vegetable track. Home appliance manufacturers are trying to divide a spoonful of pupa in the prefabricated vegetable field through the development of prefabricated vegetable equipment and pre -production microwave oven.

The factors of home appliance companies have also stared at the prefabricated dishes. Since 2019, the home appliance industry has continued to decline, and many companies have experienced growth difficulties. Especially this year, the decline in home appliance shipments has become a market theme. Although the sales of new products can drive a short -term growth, the overall market scale is limited. In this context, any fresh concepts that can stimulate the desire to buy and stimulate the market vitality are all. It is a window that companies must seize; the rapid rise of prefabricated dishes has made many home appliance companies believe that this may be a chance to break through.

Home appliance companies to play prefabricated dishes?

Despite the attractive prospects of prefabricated vegetables, will the home appliance industry enter the prefabricated vegetable industry, will it be successful?

According to the analysis of relevant experts, the current home appliance companies have two directions for the prefabricated market. The first is TOC, that is, it extends directly from home appliance companies to food industry enterprises. Not only does it seller, but also sells prefabricated dishes. Haier Zhi's family has related layouts, such as the three -wing bird kitchen ecology. The second is TOB, which is extended to the field of prefabricated vegetable equipment. This direction is divided into two branches, one is the manufacture of upstream pre -production dishes equipment; the other is the terminal household prefabricated dishes heating equipment. Gree is ready to enter the former. It is the latter. In response to the two directions of the home appliance brand layout prefabricated dishes, there are senior industrial economic observers that the prefabricated market may not have a very large boosting effect on the home appliance industry.

Experts say that like prefabricated vegetable equipment, it is a niche market. The main reason is that the current steaming box, oven, microwave oven, air fried pot, etc. at the current consumer's home can also be heated. It's just more targeted in function.

Secondly, there is no advantage in price. For example, the newly released home pre -production microwave furnace priced at 999 yuan, while commercial models even reached 4999 yuan. In contrast, the general price of ordinary microwave oven for Galanz is only 300 to 500 yuan.

In addition, from the perspective of the prefabricated dishes, that is, the prefabricated dishes often only need to be heated. The operation process is simple, and there is no need to buy a prefabricated kitchen appliances. Cut and pack it with the required seasonings. Although this product simplifies the cooking steps, it still needs to be manually operated and cannot rely entirely on the machine. To shorten consumers when cooking, this type of consumers may also not have a strong demand for cooking for cooking.

At the same time, prefabricated dishes can be divided into several links such as production, processing, storage, transportation, distribution, and sales. Among them, cold chain equipment is the main demand device. As of now, there are 33,000 related cold chain equipment companies in my country. This means that companies such as Grands and Gree Electric do not occupy the first advantage and face a certain risk of trial and error.

However, there are also many people who are optimistic about home appliance companies in the prefabricated market. Their reason is that although there are more than 70,000 prefabricated companies and many enlisted companies, the leading companies that have no national dominant position have stood out. The entire prefabricated market shows the characteristics of few large -scale enterprises and strong regional. And there are very few prefabricated vegetable equipment companies. This is an excellent opportunity for home appliance companies.

Luo Pan, a platform think tank expert, believes that the entry into the prefabricated equipment market in home appliance companies is a manifestation of enterprises actively and actively responding to market changes, actively seeking and actively responding. It is the natural extension of its business.Although it is also facing a certain risk of trial and error.However, this type of adventure should be tolerated as investors and is worthy of encouragement, because once the market breaks through, it will create greater opportunities for enterprises to maintain market share.【Related Links】

What is prefabricated dish?

Prefabricated dishes, as the name suggests, prepare the dishes and ingredients you want to make in advance, use quick -frozen or vacuum packaging technology, and packaged with food -grade packaging bags or packaging boxes. Consumers only need to simply stir -fry or heated them to serve, soPrefabricated dishes are also called semi -finished dishes.Prefabricated dishes can be divided into four categories: foods, hot foods, food foods, and food that needs to be seasoned.

Cover reporter Zhao Ping

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