Disputes are constant. Is prefabricated dishes a good business?

The epidemic was repeatedly impacted, and the dining companies that were troubled by the "three highs and one low" problem began to enter the era of stock competition. In such a market competitive environment, catering companies have to start looking for new increments.

When it comes to new growth opportunities, it is inevitable that the "prefabricated dishes" that are in full swing in the past two years.

The number of enlisted members, the influx of capital, and the successive public industry support policies have been introduced, allowing the prefabricated vegetable industry to continue to ferment and continue to rise. But followed, some opposition sounds began to rise.

The track is hot, why is the controversy?

We try to start from more diverse dimensions to explore the significance of the development of prefabricated dishes in the eyes of consumers, food companies, investors and industry people? A series of considerations and games facing pre -made dishes are facing.

The epidemic brings a wave of strong assists, but the consumption of the prefabricated dishes is becoming more and more rational at the moment

Since the epidemic, it has repeatedly closed control in various places, unable to socialize offline, and cannot enter the restaurant hall. It has urged people's demand for prefabricated dishes. A bag of prefabricated dishes such as fish flavor shredded pork and palace chicken. Strange goods can live, prefabricated dishes with "one dish for eight minutes" and "home must be hoarded, heating out" have become people's hearts.

According to data, China's prefabricated vegetable market has exceeded 300 billion yuan in 2021, and the scale is expected to maintain a growth rate of more than 20%. Among them, the market share of consumers is about 20%, and it is expected to exceed 500 billion yuan in 2023.

From the perspective of the development of prefabricated dishes, the surge in market demand in the past two years cannot be separated from the promotion of the epidemic. However, over time, people's demand for prefabricated dishes will decrease. With the lift control of various regions and the resumption of commercial and resumed markets, people's consumption of prefabricated dishes will become more and more rational.

After the epidemic, will people buy prefabricated dishes and which brand of prefabricated dishes and will still return to the core needs of "whether the product is healthy, whether I need, and what kind of taste I prefer".

Prefabricated dishes have noticed that at the moment, online consumers have criticized a lot of prefabricated dishes.

"Mass lack of supervision", "hygiene issues are the biggest risk points", "long -term frozen dishes, even if the seasoning is good, it tastes good at all", "lack of fireworks on earth, many dishes and snacks have passed through their own, and the snacks have passed through their own. Unity, without your own characteristics "...

Some consumers have labeled prefabricated dishes on the healthy diet that the modern people advocated.

In response to the taste and taste of prefabricated dishes, many consumers propose the taste reduction of prefabricated dishes. According to the "Research Report on the Development Trend of the Prefabricated Crepery Industry in 2022", 61.8%of consumers believe that the taste recovery of the prefabricated dishes needs to be improved, and it is ranked first in all consumers. In other words, most people think that prefabricated dishes are still not delicious.

In addition, the potential food safety hazards of prefabricated dishes are also concerned about many consumers. At present, the industry lacks relevant standards and lacks strict quality supervision in production and processing. In order to ensure the taste and shelf life, additives and preservatives are inevitable during the production process, which makes it difficult for consumers to rest assured.

As mentioned earlier, people's consumption of prefabricated dishes is more reasonable, but this does not mean that the market demand of prefabricated dishes will no longer exist. Some consumers said that under the rational purchase decision, they will still choose prefabricated dishes, and there will be some specific preferences for buying prefabricated dishes.

"The cooking steps such as Buddha jumping walls, plums, and sauerkraut fish are cumbersome. It belongs to a part of a link, which will destroy the type of vegetables. It is difficult to make success at home. The hardest part is completed. Consumers only need to take out the semi -finished products and follow the video tutorials for heating, frying, juice and other operations. In a few minutes, they can harvest a good "non -family" dish with a good product at home. "Netizens silently silently silently silently Said that you want to make some hard dishes or non -home -cooked dishes at home, you can use prefabricated dishes to meet expectations, and save time and effort.

In addition, many consumers have said that they will be more inclined to buy coconut chicken, boiled beef, shredded fish, sauce chicken and other pre -made dishes, so as to meet the needs of their hometown in their hometown in other places. Essence

In general, prefabricated dishes still have demand on the consumer side, but how to meet the needs and solve the pain points of people's demand, and the prefabricated vegetable company still has a lot of room for improvement.

Prefabricated dishes bring cost reduction and efficiency for enterprises, but not all enterprises are suitable for prefabricated dishes

In 2021, the first prefabricated dishes, after the listing of A shares, took the daily limit of 10 pieces; Zhenwei Xiaomei Garden received three financing within half a year; the prefabricated dish brand "Jia Guolong Kung Fu Cai" of Xibei opened More than 200 stores ...

In 2022, Lu Zhengyao's prefabricated dish brand "Tongue Hero" won 1.6 billion yuan in financing, and signed more than 6,000 franchise stores in 3 months;

Haidilao, Yibubu, Gongbu, Quan Jude and other big -brand dining companies have exerted prefabricated dishes;

There are also cross -border industries such as Nongfu Spring, Shenzhen Metro, and Country Garden, and have deployed prefabricated dishes.

For a while, the entire prefabricated vegetable track was shown.

Reducing the cost, labor cost and rental cost of ingredients is a clear advantage of prefabricated dishes. If Chinese food that Chinese people like into prefabricated dishes can also help reduce manual, increase profits, accelerate meals, expand the scope of sales, and ensure the stable production of dishes, and help promote the formation of chain giants in the Chinese food industry. Earlier, at the "Prefabricated Round Table Salon" jointly sponsored by the Red Food Network and prefabricated dishes, Li Jian, the founder of Xinliangji CEO & New Spicy Road, said that "prefabricated dishes are actually standardized products of Chinese food, which surrounds the efficiency of improving efficiency. Standardized Chinese food, if you only talk about this category, prefabricated dishes are an absolute future! "

Wei Qiang, the founder of Shenzhen "Victoriaca" new fast food with the "data -based control card" fire circle, issued his own question about the current "prefabricated dish thermal fever": "What is the prefabricated dish thermal fever?"

In his opinion, prefabricated dishes, as a way of production, are not new. Most meals in special scenarios such as large chain catering, fast food products, and aviation meals are mostly prefabricated models or prefabricated participation. In the past, the value of prefabricated dishes in supporting the production and operating efficiency of catering companies was obvious, but if the current "prefabricated dish thermal" was simply established in the C -end consumption concept, the value reason was not sufficient.

Compared with convenience than "takeaway platforms" or community commercial distribution (such as Hema); more than "current dishes"; better than healthy, although prefabricated production may be more likely to achieve food safety than traditional catering production. Management, but the degree of perception of users is not strong. Moreover, food safety and health are not a concept.

Therefore, in order to establish an independent market position in the consumer market, it must provide a new core consumption value to balance the objective gap between the traditional meal value of prefabricated dishes and existing dishes in taste. For example, bring real health improvements to users.

It is understood that the new fast food of Wei Xiaoli mainly provides users by providing nutritional data identification and quantitative management of nutritional ingredients to promote users to promote diet health with "data quantitative controlling calories". Victoriaci adopts the production method of central kitchen prefabricated dishes, mainly because Central production and standardized production can be more standardized to collect nutritional data and maintain the relative stability of data. But the front -end consumption value of Wei Xiaofan is healthy.

It is true that prefabricated dishes are one of the important weapons for reducing costs and efficiency of catering companies, and also satisfy young consumer groups' longing for convenient and fast. But not all catering companies are rushing to prefabricated dishes.

Li Hong, the founder of the rural foundation, regards the "pot qi" of Chinese food as the foundation. Even the most difficult time, he did not give up his pursuit of "pot qi". In its opinion, Chinese fast food should return to the Chinese people's eating habits and their pursuit of delicious and present.

Some restaurants owners also said that the single and similar taste of prefabricated dishes, industrialized and standardized production sacrificed the profound catering culture.

Yin Jiangbo, the chairman of Foods, has repeatedly mentioned that Tao Taoju will always respect technology and be in awe of craftsmanship.

Xia Jing, the chairman of the "prefabricated dish", known about the chairman of Zhixiang Xiangxiang, was a little worried about the "fire" of the prefabricated dishes. In its opinion, although the prefabricated track is hot, the future development is still unclear. A large number of unknown truths are unknown. After the enterprise is poured into the track, various problems will inevitably occur.

"Not all dishes are suitable for prefabrication in advance, and not all companies are suitable for prefabricated dishes. If companies want to make this field, they must carefully analyze it." Huang Geng, chairman of the Fashion Leisure Committee of the World Federation of the World Federation, said so.

Prefabricated dishes in the future are long, so prepare for a long -term war!

The number of optimistic people has increased, and there are many people singing. In terms of development prospects of prefabricated dishes, there are still large differences in the market, but this is actually a must -have stage for many industrial development.

For enterprises, their own situation, the main products, and the development stage are different from other companies. Instead of arguing, they should think about it. If you want to do a prefabricated vegetable business, where should you start? What effect is expected to achieve? What effort may be needed to achieve such a effect? In this way, we can decide whether the company itself should make prefabricated dishes.

In the previous interviews of Red Meal.com, Song Qian, founding partner and chairman of Jiahua Capital, said that prefabricated dishes are not new, nor do some people think it is a brand new track. "I don't believe that there are any super winds. The product is produced every day, the company is made every day, and the brand is boiled day by day. It needs to be continuously invested and paid all year round."

"Catering companies cannot use the" holding high "and subsidizing the prefabricated dishes like an Internet company. In addition, the retail logic of prefabricated dishes does not match the genes of the food company itself. To the ultimate cost -effectiveness, it is necessary to consider the increase in the cost of dividing and lowering the logistics costs, the improvement of the supply chain capacity of the cold chain logistics, and distribution services. "Zhai Bin, the author of the red food network column, said.

There is still a lot of unknown future direction of prefabricated dishes, but it is certain that making prefabricated dishes must be a gradual process, and it may be counterproductive to promote seedlings. How to fight in the prefabricated melee? Catering companies must be prepared for a long time.

- END -