Wei Xiaoli founder Wei Qiang: Consumption -level prefabricated dishes are new tracks

How to truly create consumption value to impress C -end consumers is becoming a key factor in the development of the C -end market for the prefabricated vegetable C -end. This article starts with the essence of consumer demand, in order to bring new solutions and new ideas for more prefabricated vegetable brands to open the C -end market.

This article was originally launched by the red meal network (ID: hongcan18), author: Jingxue.

A few days ago,#prefabricated dishes are occupying takeaway and cafeteria ## Guangzhou over 80 % of chain catering to use prefabricated dishes#and other topics to appear on hot search, causing heated discussions.

Policy support, capital blessings, giants cross -border, and upstream and downstream enterprises in the industrial chain have entered the bureau ... The boom of the prefabricated vegetable market is continuously fermented, but the fundamentals of the actual consumer demand of the C -end have not yet taken shape. The degree is still low. How to truly create consumption value to impress C -end consumers is becoming a key factor in the development of the C -end market for the prefabricated vegetable C -end.

The Red Meal Network noticed that solving the category perception, some brands on the market have formed a unique set of mature play in creating C -end consumption value, such as "data -based nutritional management" and "precision nutritional meals" fire out circle. The "Victoria Xiaoli", of which the production method of the central kitchen is a prefabricated production method, but the innovative product characteristics and the health increase value given to consumers have broken through the "agile pre -production, efficient delivery, efficient delivery, and efficient delivery, and Health improvement "bottlenecks have won high evaluation in consumption.

We have studied the experience of consumering the C -end market represented by Victoriaci and other companies. At the same time, the entire industrial chain of the prefabricated dishes is traced back to the essence of consumer demand, so as to open the C -end market for more prefabricated vegetable brands to bring new solutions and solution, and New ideas.

The prefabricated dish burst into fire, it turned out that there was a "cause"!

As the key areas of the catering industry, prefabricating dishes have become a hot topic in the industry in the past two years. However, it is well known that prefabricated dishes are not emerging things. As early as the 1980s, domestic prefabricated dishes have begun to sprout.

The outbreak of the new crown epidemic in 2020 is affected by the reduction of people to go out. The prefabricated dishes are convenient and fast. They can easily achieve big dishes at home and meet consumer needs such as holiday dinner. This has promoted the prefabricated dishes to a certain extent. At the same time, with the improvement of cold chain logistics technology, the prefabricated dishes effectively reduced the operating costs of the B -end restaurant, and alleviated the loss of restaurant eating during the epidemic. Driven by various favorable factors, prefabricated dishes ushered in rapid growth.

According to Ai Media Consultation data, the size of the prefabricated vegetable market in 2020 was 288.8 billion yuan, an increase of 18.1%year -on -year; the domestic prefabricated dishes in 2021 reached 345.9 billion yuan, an increase of 19.8%year -on -year; 100 million yuan.

The market size of hundreds of billions has also attracted those entrants to run into the field. In March of this year, Anjing stated that it would invest 1 billion yuan for the construction of prefabricated dishes production projects; many central kitchen projects in the prefabricated vegetable field in Golden Trowa have been opened or put into operation. The production capacity of 50,000 tons of prefabricated vegetables is expected to be put into production in July 2022; Qianwei Central Kitchen plans to establish a professional prefabricated vegetable company in 2022 ...

These brands of real gold and silver are added to prefabricated dishes, but most of them open the cut -off market's entry into the same way, that is, aiming at the B -side catering business. According to the data of Zhongtai Securities Report, the current distribution of prefabricated dishes on both ends of B and C is about 8: 2.

From the role of industrial participants, it may be more comprehensive to see the "cause of things" of this wave of prefabricated vegetable industry!

The local government's promotion of prefabricated dishes. From the perspective of the origin, the government hopes to increase the agricultural processing rate, increase the level of the agricultural industry, and increase agriculture to increase more value on the basis of breeding. The output of raw materials into primary products is a big step in agricultural industrialization, such as the process from wheat to flour to frozen steamed buns; from the perspective of the consumer side, the government's importance to prefabricated dishes is to increase the prefabricated dishes. Catering's industry level and centralized production to improve the food safety guarantee capabilities of catering. The promotion of prefabricated dishes in the capital is that the industrialization method of prefabricated dishes may be the main path for the scale of the catering industry.

From the perspective of business models, the B -end market is a very important landing channel and an important path for many industrial development in the past. Specific to the catering industry, enterprises, especially chain catering companies, are considered by business efficiency, and the high pre -production rate has become a common fact in the industry. This is already a mature market.

But the problem is that prefabricated dishes are not an innovative way of production. How can it really become a molding "track" after the popularity?

Obviously, the B -end market is a stock market with short -term market expansion and limited increase. The C -end is directly facing individual consumers. The market is vast, but why is prefabricated?

Photo source: Photo Network

It is not possible to make a game in the C -end break.

In January of this year, Lu Zhengyao opened the tongue -tip hero pre -production project. After the project was launched, the number of joining the store's intention to sign a contract of 6,000 was once. According to a recent report from the WeChat public account "Pre -Restaurant Insight", the first store of the tongue heroes closed the door, and many stores in Zhengzhou, Shenzhen, and Guangzhou were closed. Another group of hero franchisees broke the news online that after joining the tongue hero, the store continued to lose money and the business state was not as good as psychological expectations.

In this regard, Zhu Danpeng, a Chinese food industry analyst, pointed out that the application scenarios and proportion of prefabricated dishes have become increasing, but consumers are now forced to accept prefabricated dishes, so prefabricated vegetables such as the tongue heroes for the C -side market are Stores, survival is difficult. Looking rationally, in the past few years, the C -terminal traffic of prefabricated vegetables has been borrowed from the consumption "Dongfeng", including: the need for stocking under the prevention and control of the epidemic, the demand for holiday dinner, the demand for large dishes for lazy people ... With the movement of time, the dismissal of the epidemic sealing and the disappearance of consumers' freshness, these demand may weaken.

Why do consumers like prefabricated dishes? What are your advantages compared with the current dishes? Wei Qiang, the founder of Wei Xiaofan and the chairman of Shenzhen Weishi Smart Health Management Co., Ltd., said in an interview: "Prefabricated dishes are clearly produced, and more supported the production and operational efficiency of catering companies. If the "prefabricated" is simply transferred to the C -end consumer market, this value is not enough. "

Wei Qiang further explained that it is more convenient to compare the "takeaway platform" or community commercial delivery (such as Hema); it is better than the taste of "current dishes". Production is easier to achieve food safety management, but the degree of perception of users is not strong.

Therefore, in order to establish an independent market position in the consumer market, new core consumption value must be provided. And such a core value, essentially solve the following two problems:

First, it is the recovery of taste. A report released by Ai Media Consultation shows that in 2021, the main purpose of users to purchase prefabricated dishes is to save time (71.9%), which is far exceeding other goals such as deliciousness (36.9%). After freshness, by 2022, taste recovery (61.8%) became the most important needs of users.

Many consumers report that "long -term frozen dishes, the seasoning is good, even if it is good, it tastes good!" Ensuring the taste of prefabricated dishes is an important decisive factor for consumer repurchase.

Secondly, consumers should be able to eliminate the concerns of consumers' lack of nutrition and health hazards for prefabricated dishes. Most traditional prefabricated vegetables are heavy oil and heavy salt. Most of them avoid vegetables in the selection of products. Choose meat and vegetables with higher fat amounts of fat, because fresh green leafy vegetables are made into prefabricated dishes. Large unit price, low profit.

Photo source: Photo Network

For consumers, many traditional prefabricated dishes mean nutrient uneven. In addition, because most prefabricated vegetable producers do not directly operate the C -terminal market, the output capacity of the market and the production capacity of the back -end is not matched in the rhythm. Although it meets the state's requirements for food safety, consumers' experience and acceptance are not high.

The premise of prefabricated vegetables must not be based on sacrificing taste and product quality. A delicious, healthy, and nutritious prefabricated dish can have the opportunity to face PK with the restaurant's current dishes, reach more consumer groups, and continue to attract consumers.

However, these undoubtedly have higher requirements for prefabricated vegetable companies. In many links such as production, preservation, transportation, and business models, companies will face many problems.

"Prefabricated dishes are not a problem. Prefabricated dishes are an important problem." Wei Qiang repeatedly emphasized that prefabricated dishes are production methods, but not consumer value. He said that from the perspective of the entire trend of catering retail and catering production, consumer -level dishes that are facing the C -end market and can bring new core values ​​to users should be the track of prefabricated dishes.

In Wei Qiang's opinion, the channel play of the B -end of the prefabricated vegetables cannot be completely engraved to the C -end market. After all, there are great differences in the three dimensions of people, goods, and fields in the B -end and C -end market. Prefabricated dishes should open the C -end channel. Facing a wider range of consumer groups, products need to bring real consumption value to consumers, and at the same time, they must have the ability to infiltrate and retail terminal layout.

How to do this? Red Meal.com has noticed that since this year, Victoria's Fan, which is popular in Guangzhou and Shenzhen, is a case worth studying. It is reported that the company is currently the first "smart fast food" brand in the country. The company's fast food is completed in the central kitchen, which is the same as the production method of prefabricated dishes. But the difference is that, compared to prefabricated dishes, each fast food of Wei Xiaoli combines digital technology, combining categories and tastes with personalized nutrition, and strongly occupy consumers' minds.

Red Meal.com learned that as of August 2022, the Victoriac Small Program for more than two years of foreign operations has reached 400,000 registered users in the birthplace. High, and showing the consumption characteristics of high repurchase. At present, its C -end market is still maintaining a rapid growth trend.

What is the play and development logic of Wei Xiaoli in the C -terminal consumption value shape? You can see one or two important links such as the production, preservation, transportation, delivery, and business model of its products.

At the level of user core consumption value, Wei Xiaoli has made the world's first fast food that labeled nutritional data data. Users can order online and facilitate customized calorie data through small programs. Macro nutrients such as protein, fat, carbohydrates and data containing salt content, dietary cellulose and other content. Users can set nutritional data for themselves according to their own weight loss and health needs and order them accordingly. For example, fat -reduced people can customize personalized heat data for themselves to achieve the necessary heat gaps they are necessary every day. The situation of changing the original calorie intake cannot be managed, and the heat intake affects health. At the same time, it is more important that after forming its own reasonable heat data, you can eat any flavors and flavors of meals.

Wei Xiaofan was also praised by users as "realizing calories." Of course, Victoria's rice realizes not only calories, and the same is true. Wei Xiaoli combines data -based technology with catering, and even creates a way of catering with a new generation, namely "thousands of people and a thousand meals" and "one person and a thousand meals".

Wei Qiang said on many occasions that the problem of food safety is the problem of "what to eat". This is a matter of constitutionality; the healthy and unhealthy diet is a "how to eat" the problem. It is a matter of quantitative management. Personal targeted, this is the configuration problem. As a new generation of digital smart catering institutions, Wei Xiaosi considers and solve the problem of "what to eat" and "how to eat" to create new consumption reasons for users.

In terms of production methods, the dishes provided by Wei Xiaoli are all catering teams led by chefs such as Michelin qualifications, Asian cuisine masters and Chinese cooking masters and the central kitchen. According to market demand, they will comprehensively consider ingredients, cooking, taste and nutritional data. Formed.

At the same time, Hongfan.com also noticed that Wei Xiaofan basically has new and removed products every week, ensuring the richness and diversification of the product. 98%of the dishes of Victoriaci are completed in the central kitchen. After that, the nutrition laboratory is tested and marked the nutrients contained in the nutrition laboratory. Nutritional ingredients, "precise nutrition meals" of nutritional data online.

Wei Xiaofan data data, of course, you need to face the issue of how to standardize the Chinese food that complicated the cooking cooking. However, in Wei Qiang's view, the complicated view of Chinese food is determined by the long -term traditional catering productivity and backward production methods. He said that Chinese meals are complicated, but compared with industrialization, it is still simple. Chinese food will not be more complicated than mobile phones and cars. The key is the issue of advanced production methods and modernization of industrial operations.

Therefore, Wei Xiaofan first created consumption value, and then select the appropriate production method. For example, the pre -system method is selected because of the requirements for data. Victoriacan Investment and Construction of large central kitchen, through centralized and reasonable prefabricated production methods, to seek a balanced production, high -quality food safety guarantee, advanced fresh -keeping technology and taste maintenance rate, and the standardization of fast food Essence In this way, data can not only generate data supply capacity, but also standardize and upload and upload nutrients. Wei Xiaofan has also built a high -level inspection and testing center and a meal research and development center to meet the high frequency detection under SOP.

In terms of supply chain, the dishes of Victoriaci use refrigerated storage method (different from the frozen mode of general traditional prefabricated dishes), because freezing is often in the temperature environment of -18 degrees, the time cycle of food preservation can be long, but the taste attenuation of the taste is attenuation The decline in freshness is obvious. Victoria rice strictly executes the delivery mode of T+1/T+2. Because the meal is in an environment of 5-8 degrees, its dishes can not only ensure the taste and freshness to the greatest extent, but also avoid preservatives. In high -level food safety management conditions and high -cleaning production environment, its food safety compared to the decentralized production of traditional catering, and has a comparative advantage of food safety protection.

"We chose agile pre -system." Wei Qiang said that of course, the front -end consumer market operation and supply chain delivery system can ensure high consistency. Ensure that the meals of Victoriaci can complete the entire closed loop of food ordering, production and delivery in a single city in a single city, and always circulate forward. To form this ability, this requires a relatively heavy asset and professional investment.

In terms of user delivery, Victoria's Fan is the main combination of online and offline. Touch users through the official WeChat Mini Program, Meituan, Hungry and other platforms, to reach users; offline, self -built food stations in intensive streams such as shopping malls and CBD office buildings and the extensive pickup pick -up point in the beauty salon in the cafe fitness place. , For users to mention themselves, users can heat up to eat. Such a lightweight model has prompted it to quickly receive the C -terminal production capacity digestion and the true and effective feedback of consumers, thereby adjusting and optimizing the dishes in time to achieve efficient operation.

Touch users through the closed chain of the central kitchen-cold chain-terminal station. The three dimensions of time dimension, product dimension and user consumption experience bring unique value experience to consumers. From this point of view, the fast food of Wei Xiaoli is also more like an efficient prefabricated dish, which perfectly solves the lack of prefabricated dishes in "taste", "health" and "nutrition". At the same time, the "knowledge consumption", "trust consumption", and "rest assured consumption" it brings to consumers have also enabled them to continue to win more consumers. There is a subtle difference that many traditional prefabricated dishes for the consumer market have actually been "foodized", but Wei Xiaoyan is "meals", "daily meals". meal". Wei Qiang said that this is a newly -demand market, a high -frequency and high repurchase market created with upgraded consumption value. Therefore, he believes that production -level prefabricated dishes will not detonate the market as a production method, but consumer -level prefabricated dishes have detonated the market because of "health value" and reshape the track!

From the key innovation of the digital and precise nutritional meals of Victoriaci, it can be seen that in the future, prefabricated dishes can have the ability to TO C.

Is this development strategy of Wei Xiaofan worth learning from? Whether the prefabricated vegetable industry can truly establish a sustainable development track with the help of the "C -end Breakout" is worth seeing!

Conclusion

When the entire catering industry is under pressure, when various catering companies have to re -examine their product structure and store models, the prefabricated dishes will undoubtedly give each brand the opportunity to exchange or add product structure. Enter various regional markets. The entire industry of prefabricated dishes is breaking through, and more business opportunities are found.

We can also believe that some companies in the future can rely on prefabricated vegetables to grow up. However, in the early days of the development of prefabricated dishes in China, the number of huge number but the market concentration is low, the competition is fierce, but the pattern is unclear.

From the innovation of the Victoriaci style, we see a brand new development path. Whether such a strategy can promote the prefabricated vegetable industry to carry out a core value innovation, it also needs to be continuously observed, but in any case, the innovation curtain of the prefabricated vegetable market has opened. Adhering to the core value innovation and insight into this trend and bow to do it, I believe that it will be embraced by the market as soon as possible.

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