"Prefabricated dishes" continues to be popular in the market.

1500 iPhone13+1 cents of the super benefits of cashusca fish, Douyin, Weibo opening advertisement+high -level hot search, making "Fun Store Boss Luo" famous in the "717 food carnival". According to media reports, the cumulative sales of the live broadcast reached 250 million yuan.

Luo Min, the founder and CEO of the Qudian Group, revealed that it will launch a 100,000 offline store opening plan in the second half of the year. "The prefabricated vegetable project is still in the subsidy period, and the investment will be within the scope of the" board of directors, there is no upper limit ', and it has invested hundreds of millions of dollars ... "

The high -profile entry into the border of Qubian has made the prefabricated vegetable industry again. In fact, this is not the first case. In January of this year, Lu Zhengyao, the founder of Ruixing Coffee, began to recruit franchisees in an all -round way. In March, the daily prefabricated dishes brand "Big Rice" is launched daily. The gold soup Buddha jumps, Japanese curry beef, abalone juice clasped sea cucumber and other products.

In addition to the entry of cross -border "players", catering companies have already deployed. For example, the prefabricated dishes have been deployed 4 years ago, and now the logistics and storage network has been established across the country; Xibei launched the "Jia Guolong Kung Fu cuisine"; Haidilao has launched a "opening of rice"; Enterprises such as the National Lianlian Aquatic Products and Shuanghui Group extended from the main business to the prefabricated vegetable industry ... In addition, professional "players" on the prefabrication tracks such as Zhixiang and Qianwei Central Kitchen, etc., have continued listing and financing.

In 2022, the "prefabricated dish" broke into the life of the consumer market and consumers like a dark horse. Under the comprehensive promotion and role of various factors, it became a new outlet.

The next trillion catering market?

Black pepper beef willow, sheep scorpion, Gongbao chicken diced ... The time -consuming and tedious "hard dishes" can be completed in less than 10 minutes at home. "Novice kitchen novice do not have to worry about" "prefabricated dishes to make me on the pinnacle of cooking" ... On social media, many consumers share their own experience of buying prefabricated dishes.

What is prefabricated dish? Because it is still in the early stage of the industry, there is no official definition of prefabricated dishes. According to the definition of the "2021 China Prefabricated Market Market Prospects and Investment Research Reports" released by the China Commercial Industry Research Institute, prefabricated dishes can be divided into four categories: that is, that is, cooking, fever and instantaneous food.

"At present, consumers are more popular categories including sour soup fish, prefabricated crayfish, etc." Li Feng, the person in charge of the prefabricated vegetable project of Meituan, told the "China Report" reporter that from the data point of view, prefabricated dishes are currently a stable growth stage. Compared to the beginning of the year, the dishes are close to 50%. From the perspective of varieties, prefabricated dishes often focus on high -view products. From breakfast noodles to hot pot products, to dining table dishes, they gradually upgrade to regional characteristic categories.

The fiery prefabricated dishes are also reflected in the number of entrants. Data show that there are 66,700 existing companies in my country. In the past 10 years, the overall registered volume of prefabricated dishes in my country has shown an upward trend. In 2019, it has increased by 12,800, 129,000 in 2020, and a new increase of 4,200 in 2021.

"There are many factors behind the pre -made dishes, with both the blessing of the policy, as well as the attention of the capital, the more industrial entry, the pursuit of the channel side, the key is the acceptance of the consumer side." Zhu Danpeng, a Chinese food industry commentator The reporter said during an interview.

Li Feng believes that the development of prefabricated dishes in China has two opportunities: one is the central kitchen of the chain restaurant, which standardizes the solution to the standardization of catering dishes. Under the premise that more and more young people want to save time, prefabricated dishes have given more choices for home homes.

In Luo Min's view, the Chinese consumer thinking must be eaten well, fresh, and healthy. At present, China's cold chain logistics is relatively developed, and China's prefabricated vegetable industry has also developed to a certain extent. Therefore, as long as there are good prices and purchase channels, the entire industry will grow quickly.

According to the data of Ai Media Consultation, from 2019 to 2021, the size of my country's prefabricated vegetable market increased from 244.5 billion yuan to 345.9 billion yuan. It is expected that the size of my country's prefabricated vegetable market will exceed trillion yuan by 2026.

The introduction of national standards is urgent

There is no doubt that the prefabricated dishes become new darling of the tongue. However, what cannot be ignored is that this rapidly growing industry still has a lot of pain points to be resolved.

The Anxin Securities report shows that about 70%of the prefabricated vegetable processing enterprises are in a small, weak, and scattered state, and many are the production and processing models of individual industrial and commercial households and workshops. The lack of unified industry standards will definitely bring serious hidden food safety hazards.

In the interview, many consumers reported that although pre -made dishes are convenient and fast, there is a gap with the taste and taste of the dishes made from offline stores. In addition, the problem of cold chain transportation and product quality is also a question of more consumer complaints.

The "Research Report on the Development Trends of the Pre -Making Cuisine Industry in 2022" released by iResearch shows that consumers believe that the problem that the prefabricated vegetable industry needs to be improved is: the degree of taste recovery and the food safety of prefabricated vegetables.

"In fact, the prefabricated dishes are actually very high. To reduce the temperature of the dishes from 100 degrees to minus 40 degrees within half an hour, the general hardware cannot support it. Food safety issues are major factors affecting the entire industry, which will lead to industry needs and confidence Fasting and major changes in the industry pattern. Food safety is a problem that the food company industry needs to pay attention to. At present, the prefabricated vegetable field lacks national standards, and the industry chaos is prone to occur. " "The more meticulous the norms, the more conducive to the development of the industry." The reporter learned in the interview that the current standardization of prefabricated dishes has been discussed in the industry. For example, on June 2nd, the China Culinary Association and Zhanjiang Aquatic Development Co., Ltd. led the project, and the Food and Nutrition Development Research Institute of the Ministry of Agriculture and Rural Affairs and the drafted "Prefabricated Products" (hereinafter referred to as the "Standard" drafted by many head enterprises to participate in ) Group standards are officially released. On June 6, Jingdong Supermarket jointly issued and implemented the first "Standards for the Prefabrication of the Wall in the Wall" for e -commerce channels with the China Pre -Making Cuisine Industry Alliance.

Regions that focus on the prefabricated vegetable industry have launched relevant standards. For example, the "Prefabricated Machining Technical Specification" group standard drafted by the Linyi Food Industry Association was released on May 23; "General Program Construction of Prefabrication Standard System", "Definition and Category of Prefabricated Style" and so on.

"Although there are many relevant standards currently introduced, most of them are not compulsory. The rapid expansion of the entire prefabricated vegetable industry requires compulsory national standards, so as to regulate the development of the entire industry." Zhu Danpeng said.

In Zhu Danpeng's view, with the industry's growth and scale, it is expected that national standards will be introduced around 2025 to promote the standardization, branding and professional development of the entire industry.

Development space and prospects

The prefabricated dishes actually exist before the epidemic appears, but the epidemic can be said to be the "heating agent" of the prefabricated dish, which gives a prefabricated dish for a "rectification" window period. More and more consumers are the first for various reasons. Try to prepare prefabricated dishes. So, in the post -epidemic era, what is the development prospect of prefabricated dishes?

"The future development prospects of the prefabricated vegetables are worthy of optimistic." Jiang Han, a senior researcher at Pangu Think Tank, analyzed, "The core reason is that after the new crown pneumonia epidemic, everyone's consumption habits and concepts are changing. Prefabricated dishes can effectively help effectively help Consumers save time. I think prefabricated dishes are not a staged product, and have certain development prospects and space. "

Zhu Danpeng pointed out that with the spread of the "home culture" and "lazy effect" and the continuous expansion of the "cooking small white" group, the overall demand of prefabricated dishes is also increasing. The speed of industrial development may continue the trend of these two years. "Prefabricated dishes will grow 10 times within 5 years, and the market size is expected to be close to 3 trillion."

"It now seems that the quality and taste of prefabricated dishes are stable. The supply can be guaranteed. The choice is more diverse and can meet the consumer's demands. Due to the epidemic, many consumers are also exposed to prefabricated dishes during the epidemic. There are still many parts that need to be improved in the expansion of the dishes, taste reduction, etc. "Li Feng told the reporter of the China Report that the foundation of the prefabricated dishes continues to prosper is two points. One is the ability to insight into the user's needs and choose the appropriate dish; After pre -production of dishes, the ability of the original dishes can be repaid to the greatest extent.

Some securities firms mentioned in the research report that the penetration rate of the prefabricated market in my country is less than 10%. With reference to the penetration rate of 60%in Japan, there is still huge development space in the industry.

Yang Liu, president of the Chinese Culinary Association, believes that the emergence of a new model of catering consumption such as prefabricated vegetables has both modern technology support and the result of consumer demand. A trillion -dollar market size industry has huge development space.

Article: "China News" reporter Zhang Lijuan

Picture source: Xinhuanet

Responsible: Xu Hao

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