Why do small crispy meat and sauerkraut fish become popular items?Analyze the explosive logic of prefabricated dishes

At present, my country's consumption is in the "structured structure" stage, and prefabricated dishes based on large -scale, industrialized and standardized have also undergone the "dormant" waiting period and began to enter the "germination" stage. Increased work time, the impact of the epidemic increase, and increase the number of people's cooking, prefabricated dishes have entered a high -speed development channel in China.

The development of cold chain logistics and the chain of the catering industry, accelerating the rapid growth of B -end prefabricated vegetables, C -end channels also ushered in the outbreak of the changes in population and social structure. The degree is expected to keep up. While the industry expands, double -click the structural growth.

Photo source: Photo Network

What are the characteristics of prefabricated dishes?

If prefabricated vegetable companies want to develop rapidly, they need to hold ace on their hands: creating explosive items and strong profitability is the only law of the upper step.

The creation of explosive single -model power is divided into the following modes: large -scale and cost -effective, word -of -mouth effects and high -brand potential energy, improve channel system, and build niche markets.

Why create a prefabricated dish explosion item?

Creating explosive products and seizing the niche market is the core of the company's initial breakout from the Red Sea competition. With the acceleration of the pace of life and the rising costs such as human and rent, the convenient consumption and the high cost of the B -end cost reduction have risen. Explosive items are easy to produce scale effects.

In addition, explosive items are more conducive to accumulating word of mouth, precipitating loyal customers and strengthening the brand's mind, and then occupying the niche market. Large products are easy to form a scale effect, establishing scale advantages and price advantages. The company's profitability is expected to improve, which is also conducive to the accumulation of word of mouth and precipitating high -stick customers, and increase the brand premium.

In addition, the explosive models can gather capital for the company, improve comprehensive strength in development, and promote the evolution of the company to multi -product platform -type enterprises. With reference to the two major food and ingredients suppliers of Japan and the United States, the Sun Leng Club and SYSCO from a large manufacturer to a multi -category platform manufacturer and even a full -category leader.

As the market penetration rate gradually peaked, the explosive items slowly entered the maturity period and became the company's stable cash flow source.

Explosive items have three commonality: First, with a certain consumption foundation, regardless of national or regional, brands do not need to spend too much resources to educate consumers. Second, the main materials and cooking methods have at least one dimension meet the needs of consumers' health upgrade. Third, ingredients and raw materials are easy to obtain, easy to operate, and standardization, stability, and taste reduction are at a high level.

The staple food category is more likely to produce large items, and the supply end has pushed the cost -effectiveness, and consumer demand has increased. First, consumers have relatively low freshness of staple food ingredients. Second, the added value of rice noodles B -end is low, and C -terminal consumers also have the habit of hoarding buns, dumplings, and cake semi -finished products.

For example; Qianwei Yang Kitchen focuses on the quick -frozen rice noodle business, and the scale advantage of large single products has been prominent. In order to avoid traditional large single -product dumplings and dumplings that have become stable with the market size, Qianwei Central Kitchen cultivates core large items such as fritters, sesame balls, cartoon bags, handmade egg tart skin. High cost performance has formed barriers, and the cost and quality advantages of high industrialization are prominent.

In the offline market, the prefabricated dishes are dominated by home -made dishes. It mainly focuses on ingredients that consumers generally love, such as pork, beef, fish and shrimp, etc., to reduce the adverse effects of vegetable preferences on market expansion.

Specifically, the beautiful foods of the new hope are mainly pork, Zhizhi Xiang is mainly beef, Haixin food is mainly frozen fish meat, and the delicious shrimp slippery is mainly tolerant and meets the health dietary needs. Category.

Dissan burst items: Sauerkraut fish is a classic dish of Chongqing flavors. It has the characteristics of sour, spicy, and fresh flavor. The production process is simple, the ingredients are easy to get, the taste acceptance is high, and the regional restrictions have basically exceeded the regional restrictions. Although there are still no billion -dollar items, from the perspective of C -end sales, the sales of many prefabricated products are one of the popular dishes currently in prefabricated dishes.

Three reasons for sauerkraut fish to become popular dishes: First, the fish is in line with consumers' health upgrade concept, and the protein content is high. Second, the taste is heavier and easy to form addiction. Third, the main ingredients and sauerkraut raw materials are easy to obtain, stable supply, and standardization, stability, and taste reduction.

Big Single Single -type dishes: Small Crispy Pork, which is a traditional cuisine, has a high degree of cognition, low publicity costs, rich flavors and social snack attributes. The production side is easy to achieve industrialization and standardized production. The branding promotion is relatively easy and can rise rapidly.

New Hope Beautiful Foods began to develop standardized crispy food since 2018. After rigorous R & D process, 300 offline consumer tests were held. Under the double control of quality and taste, beautiful small crispy meat won many domestic and foreign countries at home and abroad Food awards, since the launch of small crispy meat in 2019, the volume has expanded rapidly, achieving 140 million yuan in revenue, and sales of single products in 2020. In 2021, more than 50,000 catering companies have reached cooperation with the country. It reaches 1 billion levels, and gradually opens the situation of the hot pot catering score track with small crispy meat as the entry point, forming several reserves of several Wu billion -dollar and 100 million yuan reserve items. To brand cognition, occupying consumers' minds.

How to create explosive products?

First, the research and development capability is the basis of the big explosion model. For example: Qianwei Yangnong's research and development capabilities are outstanding, the company's advantage of large single -product sesame balls can achieve no sesame seeds and no break in the production process. The finished product rate is high and has strong product competitiveness. The market has fully verified that its fritters and Ma Tuan large single -product routes are correct, and the market share in the subdivided field is high. Second, pre -production companies with high -quality OEM reserves are also easy to create explosive products, such as new hope, Sanquan, Haidilao, etc. there are OEM factories in the country. higher.

Third, empower dealers to promote regional large items to the whole country. For different consumer terminals, prefabricated vegetable companies usually adopt multiple channel service terminal needs. Essence Facing the diversified needs of small B customers, the dealer model is used to reduce the cost of the company's service. Faced with C -end consumers, it is through the channels such as Shang Chao, online, community group purchase.

For example, Anjing mainly uses the original quick -frozen product dealers to promote its prefabricated dishes. The product matrix of Mr. Anjing's frozen product mainly includes the ingredients, semi -finished dishes, and dishes of the hot pot ingredients other than hot pot ingredients and rice noodles. It is expected to launch more than 10 new products each year, and strive to make large single -product dishes that can take into account B and C. For large regional items, the company uses the regional market feedback and uses the channel network of the original advantages to promote the network. At present, the sauerkraut fish, fan bones, and denim bones have obtained good market feedback nationwide.

So how to create explosive items for C -end prefabricated dishes?

According to the consumption scenario, you can create a prefabricated prefabricated dishes with strong home dishes and strong social attributes.

Among them, home -made prefabricated dishes are popular. The cost advantage is that the moat is "convenient, delicious, high -frequency and cost -effective". It is excellent to take high -end gift boxes such as buddha jumping walls and glue chicken to relatives and friends. Star hotels and well -known catering production can be layout. The semi -finished gift boxes of signature dishes such as "good favors", Shanghai old name "Xinya", and Hangzhou old name "Zhiwei Temple" have been sold in the sales of the brand in 2021, and consumer recognition is high. Catering companies Tongqing Building launched a pre -made New Year gift package, famous kitchen vegetable gift box, etc. in 2021. The sales volume is good. Among them, employee welfare orders have more orders, replacing the trend of the past New Year welfare of nuts.

Is there a profit opportunity for prefabricated dishes?

At the time of the overall outbreak of the prefabricated vegetable industry, three types of opportunities should be focused on.

First of all, the midstream food leader and food manufacturers with unique competitive advantages have income opportunities. For example, the Basic Food Frozen Food Circuit of Anai Food is still growing steadily, and the market space of new business prefabricated dishes is large and the company's OEM model is rapidly capacity.

Secondly, the upstream raw material player has the opportunity to reconstruct the value. The raw material side enterprise extends to the downstream high value -added prefabricated vegetable business, improves profitability, and has greater performance flexibility. With the emergence of the company's scale and branding barriers, the company Performance has developed from a strong cycle to a weak cycle, the stability continues to improve, and the fundamentals continue to improve.

Finally, downstream food companies are also worthy of attention, because the new business new business has a high power under its own advantages, and the growth of explosive products will open the company's growth ceiling. At the same time pad.

From bottom to top, the catering industry has opened the second growth curve of the retail of the dishes, affected by factors such as the impact of the epidemic and the retail of catering. Dongpo and others have also entered the prefabricated market.

The old -fashioned chain food company layout prefabricated dishes, often cut in by its own advantageous dishes, at the same time highlight the advantages and quality assurance of R & D, and obtain high repurchase rates through high recovery rates, and then cultivate consumer habits. "Noodles and symbols of taste.

If the explosive model is strong, the growth of prefabricated vegetable companies, stability and flexible sharpness have caused strong profitability, so explosive single product power and profit opportunities are fully related.

Of course, there are double -sides in everything. The consumption scenario caused by the epidemic is limited, the terminal sales are not expected, the supply end or the risk of unable to supply on demand. In addition, food safety issues are also a major factors that affect the entire industry. In addition, the prefabricated vegetable market education and promotion are blocked, and the acceptance of terminal consumer groups is difficult to increase. Temporarily depending on the penetration rate of the domestic prefabricated vegetable industry, the penetration rate is not as good as expected. The penetration rate of third and fourth -tier cities is relatively ordinary. Compared with prefabricated dishes in the United States and Japan, it can only be said that there is still a lot of room for market expansion.

What do you think of prefabricated dishes? Welcome to leave a message for discussion.

- END -