"Quick King" fights prefabricated dishes, can Aoi Food become an industry overlord?

With the fiery prefabricated dishes, food companies, agricultural animal husbandry and aquatic companies, fresh e -commerce platforms, and quick -frozen food companies have focused on the prefabricated business. As a leader in the frozen industry, what is the first advantage of the prefabricated dishes?

On August 11, 2022, the "Second Chinese Catering Industry Red Bull Award -2022 prefabricated vegetable leaders" was announced. Among them, Anai Food, known as the "Frozen King", was also on the list.

What is the layout of Anjing Food in the prefabricated dish? Can Ajing Food continue the legend of the King of Frozen on the prefabricated track? This article will resume the development of Anjing food and its layout in the prefabricated vegetable industry, and then analyze the challenges and opportunities of prefabricated dishes.

The growth of profit growth for 6 years, the road of "King Fast Frozen" of Aoi Food

The Aoi Food, which was founded in 2001, is mainly engaged in the research and development, production and sales of quick -frozen food products such as quick -frozen hot pot products (mainly frozen -frozen vine products, quick -frozen meat products) and quick -frozen rice products, quick -frozen dish products.

In February 2017, it was listed on the Shanghai Stock Exchange. Publicly disclosed financial reports show that as a veritable "fast frozen king", Aoi Food has achieved continuous growth in operating income and profitability for six consecutive years.

In 2019, 2020 and 2021, Anjing's food operating income was 5.267 billion yuan, 6.965 billion yuan, and 9.272 billion yuan, a year -on -year increase of 23.66%, 32.25%, and 33.12%. 100 million yuan, the income scale and profit level have shown rapid growth trend, and the development momentum is good. From the perspective of market share, Anjing Food has accounted for 45%of domestic fast -frozen hot pot ingredients in 2021.

△ Figure: Red Meal Industry Research Institute

The development of Anjing can find that its development has passed through three obvious different stages:

Basic in the first ten years (2001-2010): In 2001, Huasun Minsheng Food, former Huaishun Minsheng Food, was established in Xiamen. In 2005, Wuxi Huashun People's Livelihood was established. It has a production base in South China and East China. R & D and production, in the basic stage.

Five-year expansion capacity (2011-2016): In 2011, Anjing renamed Fujian Anjing Food Co., Ltd., adopting the market strategy of "double swords, catering effort", with hot pot ingredients, supplemented by noodle rice products, supplemented by noodle products as the supplemented by noodle products. At the same time, it continues to expand production capacity to build new production bases in Taizhou, Liaoning, Sichuan and other places. This stage is to continuously improve product quality, enhance brand awareness, and establish a market position.

After listing, seeking diversified development (2017-to the present): In 2017, Anjing was listed on the Shanghai Stock Exchange. In 2018, the business strategy of "three swords and catering forces" was proposed. On the basis of the original hot pot ingredients and noodle rice products, it began to create quick -frozen dishes. In the category of food ingredients, officially cut into the catering channels to accelerate the steaming frozen dishes. In July 2021, it acquired Hubei Xinhong Industry. In April 2022, it acquired 70%of Xinliuwu Foods. New Hongye and Xinliu Wu, which are acquired, are aquatic enterprises. Crayfish is the largest item in the prefabricated vegetable industry.

△ Figure: Red Meal Industry Research Institute

In general, the layout of Aoi Food has been in the quick -frozen hot pot race since its establishment. It can accurately step on the rhythm of the market, revenue, profit, and channel layout.

Layout prefabricated dishes, find the second growth curve

Although Aoi Food's performance has increased well in recent years, the gross profit margin of its dealers' channels in 2021 was only about 19%, and the Shangchao channel reached 42%. It has such a huge supermarket channel, and in order to improve the gross profit margin, Aoi Food has begun to lay out C -end pre -made dishes.

In fact, Aoi Food is the first batch of enterprises in the frozen food industry to set up prefabricated dishes categories. It is also the first listed company (since 2018) to list prefabricated dishes (dishes products) into financial statements.

In recent years, the proportion of prefabricated dishes in Aoi's product structure has increased year by year, and it has also maintained a higher income growth rate. From 2019 to 2021, the operating income of Aoi Food prefabricated dishes was 546 million yuan, 673 million yuan, and 1.429 billion yuan, respectively, a year-on-year increase of 45.86%, 38.13%, and 112.41%, respectively, and in 2021, it accounted for 14.21%of total revenue. Among them, the incremental increase in new Hongye's crayfish products is one of the main reasons for its rising revenue of its prefabricated business.

△ Figure: Red Meal Industry Research Institute

It is worth mentioning that in the past two years, the intention of Aoi Food to add prefabricated dishes has become more obvious.

In early 2021, Aoi proposed "double sword combination" (Mr. Anjing+Mr. Anjing), "three roads in" (hot pot ingredients, rice noodle products, dishes products), "staple food forces, main dishes are on the market", and the channels are "open food and beverage, Push BC and Lightly Scanning Area and actively intervene in the prefabricated vegetable industry.

The reason for the establishment of frozen products and the two brands of Aoi Kitchen is that the dish section is relatively scattered, there are many categories, and it is difficult for a team to do deep and professional. The two have their own focus, and they are different in terms of new product research and development and marketing promotion models, selection logic and even competitors. Specifically, Mr. Frozen products are more integrated through the supply chain, mainly OEM foundry, and currently focusing on the Sichuan -Hunan cuisine and C -end channels. Aoi Kitchen has a B -end, focusing on conditioning and steaming products. Through the production model, quickly intervene in the product market, and use channel advantages to quickly make explosive products. △ Figure: Red Meal Industry Research Institute

In July 2021, Aoi Food acquired 71%of the equity of Xinhongye Food for 717 million yuan, layout of the upstream raw material freshwater vine industry and quick -frozen seasoning of crayfish dishes.

In November 2021, Anjing Food changed the pre -production promotion model, which was promoted from the original "Mr. Frozen" chain store and dealer's resource to adjust to the existing terminal of the farmer's market to put "Kuaishou" products to the farmer's market. Champions Su Bingtian creates an exclusive purchase atmosphere to the propaganda ambassador. The own brand of Anjing played the advantages of the channel, focusing on the self -developed and producing self -developed by the B -side -based raising dishes, and quickly made explosive products.

Grasp the market opportunities, and in 2022, Anjing Food began to enter the prefabricated market.

On March 4, 2022, Aoi Food announced that it would invest 1 billion in the construction of prefabricated dishes production projects in Honghu, Hubei. Honghu prefabricated dishes base is the first professional prefabricated dishes production base of Anjing Food Group. It will greatly enhance the comprehensive competitiveness of Anjing in the prefabricated dishes.

On March 8, 2022, Aoi issued an announcement to confirm that 5.7 billion yuan was settled, of which the production capacity of new dishes was as high as 105,000 tons.

In April 2022, Aoi Food acquired 70%of the equity of Xinliuwu Food, and then laid out the upstream raw material freshwater vine industry and quick -frozen flavoring dishes. Xinliu Wu Food was established on July 23, 2019. The legal representative is Liu Zhonghu, with a registered capital of 260 million yuan. The business scope includes aquaculture, food production, and food sales.

△ Picture source: Photo.com

In May 2022, Aoi Food was established. The main category direction was B -end -based conditioning and steamed fried products, including small crispy meat, lotus glutinous rice chicken, and fried Xiaxia cakes. Relying on the technical advantages, production advantages, and scale advantages accumulated by Anai Food for many years, the raw materials of Kitchen Aoi have a large amount of raw materials, more advantages in terms of cost, and relatively high cost performance. In addition, the use of existing channels to produce large -scale packaging products and shops, reducing the cost of foundry through its own production model can not only improve product profit margins, but also ensure the degree of control over the upstream supply chain and ensure product quality.

With the continuous development of my country's prefabricated vegetable industry, the market size is continuously expanding, and Aoi Food has accelerated the prefabricated dishes, which is precisely the development prospects of the industry.

In addition, due to the increase in raw material costs, the increase in the proportion of dishes with lower gross profit and the low base of the cost last year, the profit of Aoi Food in 2021 is lower than the market expectations. Performance.

What are the advantages of Anjing's prefabricated dishes?

Right now, companies in all aspects of the industrial chain are scrambling to lay out prefabricated dishes. In addition to fast -frozen food companies, players in the prefabricated vegetable field also have professional prefabricated vegetable companies, downstream food companies, fresh e -commerce companies, and upstream agricultural animal husbandry and aquatic companies.

In general, most of the professional prefabricated vegetable companies, food companies, and fresh e -commerce platforms are mostly focused on the C -side customer group, with brand influence and channel resources. Agricultural animal husbandry and aquatic products and quick -frozen food companies are mainly B -end customer bases. They have the advantages of product research and development, scale production, and sales networks.

△ Figure: Red Meal Industry Research Institute

Specifically, the advantage of prefabricating dishes represented by Aoi as a representative is the first cold chain and channel advantages, including advanced frozen cold chain technology, and a more comprehensive channel distribution network. In addition, the most associated with frozen foods is related to the catering industry, and it also allows relevant companies to run a lot more than other new companies when layout prefabricated dishes.

It is understood that Aoi Foods currently has a national enterprise technology center, key laboratories for the processing of frozen conditioning aquatic products in the Agricultural and Rural Ministry. A comprehensive marketing network has been established within the scope and has nearly 2,000 first -level distributors.

△ Figure: Red Meal Industry Research Institute

With such advantages, Aoi Foods cultivated in the B -end pre -production market, and it should be a small problem to achieve the growth of the second growth curve of the enterprise. According to the latest financial report, it also proves this fact that the prefabricated food of the Aoi Food Nuggets has indeed achieved good results. In 2021, Ajing Food and Caudier's operating income was 1.429 billion yuan, an increase of 112.4%year -on -year.

However, in order to continue the position of the frozen food industry's leader, it also needs to work hard on the C -side, grasp the needs of consumers, and work hard in terms of product taste reduction.

According to the "Research Report on the Development Trends of the Prefabricated Cuisine Industry in 2022" released by iResearch, taste and food safety are the parts that consumers believe that prefabricated dishes need to be improved.

△ Picture source: Photo.com

Taking taste as an example, well -known food companies such as Guangzhou Restaurant and East Po, Meizhou, have the brand effect. The prefabricated products launched are mostly their own signature dishes. It has strong attraction to C -end consumers. The main business consumer population of the fresh e -commerce platform is highly overlapped with the C -terminal C -end consumers of prefabricated vegetables. It can conduct product research and development and precise marketing through the accumulated big data insights, and also perform well in the prefabricated market. As a traditional fast -frozen food leading enterprise, Aoi Food is theoretically easy to establish a prefabricated dealer channel with the original channels and brand advantages. However, to truly open the market so that more consumers can see and eat prefabricated vegetable products that eat Anjing food, the channels of Anai will sink again, sink to the farmer's market, supermarkets, fresh convenience stores and other terminal channels. In the freezer, the store recruitment for the store, the old product with new products bundled sales, and setting up a professional promotional team for free tasting promotion and promotion, to maximize the exposure of the product, in order to increase the share of the terminal market.

Conclusion

Generally speaking, in this pre -made market that is raging and mixed with fish and dragons, Anjing wants to stand out, and there is still a long way to go.

In the future, the prefabricated market competition will definitely be very fierce, especially the C -end pre -production market. Lu Zhengyao's tongue hero has just been launched for less than a year. The first store closed. In many cities, the expansion speed has also begun to slow down. This tells us that the key to winning in the prefabricated market is still relying on product quality and taste, not marketing, extended shops, etc.

- END -