Although prefabricated dishes are popular but there are still objections, how can it be "more fragrant"

Open the packaging bag, pour the ingredients and seasonings into the pot in order, simply stir -fry until mature, and you can put it on the table. In just a few minutes, the home -cooked dishes that have a lot of fragrance have been released ... In recent years, prefabricated dishes that can easily control people who do not cook gradually have gradually embarked on the table of people. Famous restaurants have joined the ranks of developing prefabricated dishes.

Young people at the scene are the main consumer force

Speaking of "prefabricated dishes", many people may feel strange, but when they mention "semi -finished dishes", they are more familiar. In the "2021 China Pre -Making Cuisine Industry Analysis Report" released by Ai Media Consultation, the concept of prefabricated dishes is defined as farmers, livestock, poultry, and aquatic products as raw materials, with various auxiliary materials, and pre -processed finished products. Or semi -finished products. The fast -handed vegetables, foods, and semi -finished vegetables on the market are all in the category of prefabricated dishes.

In Hema Xiansheng Supermarket, the "convenient dish" counter is set up in the freezing and refrigerated area, which is very popular with young people. There are more than twenty semi -finished dishes such as fish fragrant meat, boiled meat slices, and three cups of chicken sold in the counter. It can be seen through packaging that each kind of dish is composed of pre -processing meat, side dishes, and sauce. The price is not a dozen to thirty yuan. "I have bought the shredded of the Beijing sauce here, although it is more troublesome than the takeaway, but it is more secure and convenient for preservation." Mr. Lu, a customer, said.

A company that specializes in prefabricated dishes uses "everyone is easy to be chefs" as a slogan, and has opened more than 30 stores in Beijing. The company is located in the direct -operated store of Shuangjing, close to the CBD headquarters apartment, and aims at the white -collar office workers in the community on the site. The store has a small area, and there are all kinds of pre -made dishes in the freezer in the store. Publicity slogans such as "Everyone is easy to be chefs" and "three minutes of dishes" can be seen everywhere. At 5 pm, many young people passed by get off work and took away the dishes they purchased.

According to the clerk, about half a year after the opening of this direct -operated store, it is very popular with young surrounding users. "During the epidemic period and since summer, we have ushered in two sales peaks. Now there are a lot of returns. The hottest dishes are Gongbao chicken, and we can sell more than 20 copies every day." There are more than 180 residents of the surrounding communities. Every morning, the clerk will release the "Special Promotion" dishes in the group every morning. "I made a sweet and sour fish piece today, I am very satisfied. I will buy one in the store next time!" In the WeChat group, there were customers who praised it from time to time.

In the semi -finished product area of ​​Hema Xiansheng Supermarket, the reporter observed that there were 15 customers in the 10 minutes to patronize the dishes in the area, but only three young people in the 20s and 30 years old put the dishes into their own shopping carts. When an elderly person passed by the cold cabinet, he turned around and left.

Why are prefabricated dishes loved by young people? Cheng Sheng, the producer of the gourmet expert and the "good taste of the Emperor of the Pickings" column, analyzed that as the pace of life accelerates, the kitchen equipment in many young people may not be complete, and it does not have so much time to cook. "It is too troublesome to choose vegetables, washing vegetables, and cut vegetables. Prefabricated dishes have emerged, solving young people's pain points such as ingredients and no time to cook, which is in line with the characteristics of 'lazy people' products."

With the advancement of science and technology, compared with the previous canned dishes, the color and fragrance have made great progress, and the types are richer. Zhu Danpeng, an analyst at the Chinese food industry, said that the prefabricated dishes actually existed before the epidemic appeared, and the epidemic could be said to be the "heating agent" of prefabricated dishes. "During the epidemic at home, many takeaway foods will be more or less '" temperature loss' after arriving home, which is a lot worse than the food taste, and prefabricated dishes can be said to be a compromise between the two. One hot top is three fresh ', and the cooking techniques such as fried, simmering, stewing, and stewing have high requirements for temperature; and prefabricated dishes are more suitable for recovery in the selection of ingredients and processing. It can still be closer to the food effect, so it will be loved by many people. "

Zhu Danpeng said that cooking Xiaobai, House Culture, Takeaway, and Lazy effects are the reasons why young people become the mainstream consumer groups of prefabricated dishes. The "prefabricated dish" simplifies the tedious cooking steps, but meets the sense of rituals for young people to cook.

How to get widespread recognition

According to market surveys, more than 60 % of consumers buy an average prefabricated dish of 21 yuan to 40 yuan, which is not cheaper than takeaway. "The main ingredients are 180 grams, 60 grams of palace sauce, 30 grams of pepper oil, 30 grams of fried peanut kernels ..." Ms. Han, 63 -year -old citizen, still shook her head. "This money can buy a pound of chicken legs. This cabbage does not even have half a catty of the meat. People who buy such things will not live at a glance."

"Although it seems to save a lot of time and steps than cooking, the price is not much worse than the takeaway and the food ratio. I still need to fire, heated and wash the pot. I still feel that it is not enough." Mr. Lu, a citizen, said.

In addition to price issues, the quality and taste of some prefabricated dishes need to be improved. Open the semi -finished area of ​​a certain app, and of the 62 evaluations under the dish "Lotus Pond Small Stir -fried", "not fresh", "small amount", "bad taste" and other words have appeared many times. Of the 177 evaluations of another "dry and dry cricket", most of the messages said "the fragrant dried dry" and "the celery is very old and can't chew."

There are also consumers that prefabricated dishes that can be stored for a long time must contain additives. "The shelf life of a palace chicken is up to 12 months. Even if there is no additional additive in it, I still dare not try it easily." Ms. Han said. Zhu Danpeng said that some prefabricated dishes have been preserved for a long time, so there are shortcomings in the taste and taste of food, which will also cause food loss of food. "In the future, with the advancement of science and technology, some aspects can be improved; but as a whole, this is also a problem that restricts the development of prefabricated dishes." Launching famous catering to join the prefabricated vegetable market

Data show that from 2019 to 2021, the scale of my country's prefabricated vegetable market increased from 244.5 billion yuan to 345.9 billion yuan. It is expected that the scale of my country's prefabricated vegetable market will exceed trillion yuan by 2026. Therefore, many catering brands are still optimistic about the prefabricated market and have developed new projects.

Siberbin Noodle Village has created its own prefabricated brand "Jia Guolong Kung Fu", which uses it as the core business of the future. In a shopping mall of China Trade, Jia Guolong's signature of his home kung fu cuisine was very eye -catching. There was no kitchen and chef in the store, and only a cold cabinet with famous dishes labeled, selling prefabricated dishes such as buddha wall, sour soup fish, and sheep scorpion. According to the clerk, it is very convenient to heat for a few minutes after buying it home for a few minutes. It is also very convenient. It can also be heated by employees in the store and let customers take it to the next door of the Siberian restaurant.

As one of the catering representatives in the prefabricated vegetable industry, Beijing Lauding Judge has also launched many prefabricated products. In the spring of this year, the "single -person" handmade roast duck launched by Quan Jide was launched simultaneously in Jingdong, Tmall, Hema, Wumi, Huatang and other online and offline online and offline. The product is positioned in small -scale quality requirements. For single -person scenes, such as office workers and singles, it aims to attract young people. It is a convenient product that can allow consumers to enjoy the taste of roasted duck in the church. The advantage of the prefabricated dishes in the old -fashioned catering is to deeply cultivate the catering industry for many years. It has the experience and advantages of dishes, and has professional chef resources. Through the self -built central kitchen and standardized operation and management, it is more professional and stable in cooking.

On June 2nd, the Chinese Culinary Association released the prefabricated dish group standard in Beijing to clearly stipulate the prefabricated raw materials, product standards, and production process sanitation. The three categories of prefabricated net dishes. Many people in the industry mentioned that in the final analysis, prefabricated dishes are still food, and the final competition is still taste and convenient. This put forward high requirements for the development of the company's product, and it will also become an important factor in prefabricated dishes.

"Prefabricated dishes are the blue ocean market, and the future potential is still very large. In order to achieve greater development, prefabricated vegetable companies need to improve the integrity of the industrial chain, work hard in brand building, stable quality, and create multi -dimensional consumption scenarios. Improve the service system and enhance customer stickiness. "Zhu Danpeng said. (Edit Li Chuang)

Source: Beijing Evening News

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