Simply put, a pre-cooked dish is a kind of semi-finished or finished product that takes time for people to cook at home, and helps you prepare it in advance. You only need to buy it home, heat it or simply steam it, and you can eat it directly. It may be more delicious than your own cooking. In the past, prefabricated dishes were all prepared for catering businesses. Now, after the epidemic and the emergence of "lazy house economy", prefabricated dishes have driven the C-end market to be hot. Whether it is the overweight of head catering enterprises or the prefabricated dishes on sale in major supermarkets, e-commerce platforms, community stores, etc., it has become a hot trend and another competitive place for community commerce.
11 permeates the community, and pre-cooked dishes are booming
With the double catalysis of "lazy house economy" and epidemic situation, time-saving and cost-effective pre-cooked dishes cater to people's fast-paced living habits, and at the same time conform to the traditional "fresh and healthy" dining concept of China people, which is increasingly loved by consumers. According to the Report on the Development of Prefabricated Vegetable Industry in China from 2121 to 2122, the scale of prefabricated vegetable market in China will exceed 311 billion yuan in 2121, and it is expected to exceed 831 billion yuan in 2125. It can be seen that the prefabricated vegetable track is hot. Nowadays, catering enterprises, large and small, increase the number of pre-cooked dishes, and pre-cooked food enterprises are also frequently financed. Even the familiar supermarkets, e-commerce platforms and community stores are eyeing this business, and pre-cooked dishes are accelerating to penetrate the community. In February, 2122, familymart launched "FamiSuper Supermarket Store" in Taiwan Province, China, which is similar to a small community store, but the difference is that it pays more attention to the category of prefabricated dishes. The biggest feature of the store is to focus on small families and office workers, with 2-3 people serving a meal. The proportion of frozen, ready-to-eat and heated goods in the store is more than 81%, and it can be delivered to home 24 hours a day, which fully meets the convenient scene for consumers to eat outside the store.
convenience stores, as an important protagonist of community commerce, have high coverage density and are convenient and fast. At present, familymart has invested heavily in prefabricated dishes. Under the influence of the epidemic, people are used to cooking at home, and accompanied by "cooking fatigue", consumers' demand for convenient purchase, quick cooking, healthy and high-quality prefabricated dishes has increased. However, it should be noted that convenience stores do a good job of preparing prefabricated dishes. In addition to commodity strength, they should also consider issues such as supply chain construction, store display and storage space. How to meet the needs of segmented users with a small area is worth further exploration.
in addition to convenience stores, we also found that community supermarkets, community fresh food stores and other community formats are also actively testing water to prepare dishes. Take fresh e-commerce platforms and stores as an example. Since the prefabricated vegetables entered the C-end market from the B-end market, fresh e-commerce companies such as Box Horse and Ding Dong have accelerated the consumption popularization of prefabricated vegetables, and the sales of prefabricated vegetables are even more popular. The data shows that during the Spring Festival of 2122, the sales of box horse prefabricated new year vegetables increased by 345% compared with the Spring Festival of 2121; Ding Dong buys vegetables. During the Spring Festival, the sales volume of high-end prefabricated vegetables increased by more than 3 times year-on-year, and 3 million copies of prefabricated vegetables were sold in 7 days.
Obviously, it is the general trend that frozen and refrigerated prefabricated dishes enter the offline community. In addition, the rise of various enterprises specializing in prefabricated dishes in the market, such as Weizhixiang, Pot Circle Food Exchange, and the ever-increasing variety of prefabricated dishes, have made them popular in the community.
12 The development of the pre-cooked dish industry is still in the initial stage
Although the pre-cooked dish, a time-saving, healthy and high-priced commodity, is increasingly loved by consumers, there is still a certain gap compared with Japan, which is mature in the pre-cooked dish industry. At present, the development of China's prefabricated vegetable industry is still in a relatively early stage. From the B-end to the C-end market, merchants still face problems such as cold chain logistics, channel platform, fresh and healthy ingredients, and cultivation of consumption habits.
On the one hand, cold chain logistics is the foundation and support for the development of the pre-cooked vegetable industry, which is not only convenient and time-saving, but also has high requirements for the supply chain. Take the pre-made dishes on the daily supermarket line as an example, there are certain strict requirements on the category, shelf life and storage conditions of the dishes, especially in the supply chain. On the other hand, the development of the pre-cooked dish industry is still in the initial stage. Although there are many enterprises involved, there are still problems of scattered and uneven distribution in various cities in China, especially for C-end consumers, which requires merchants to strengthen the high standards of fresh and healthy pre-cooked dishes. China dishes are complex and difficult. For merchants, they should either choose professional food producers or independently develop brands, which also means that they need a lot of investment and the cost is higher than that of restaurants.
13 The key to stand out from the rest of the pre-cooked food track
Pre-cooked food itself is a relatively broad concept. If you want to go far, you need an enterprise with a full link, which can be both a C-end market and a B-end market. From the origin of ingredients to outlets all over the community, or from cold fresh technology to the development of the taste of pre-cooked food, you need the upstream and downstream layout of enterprises.
from the c-end market, for merchants, the current distribution of prefabricated dishes is mainly dominated by fresh e-commerce and supermarkets, while most people who buy prefabricated dishes are young people, who are more accustomed to online shopping. This requires offline stores to cultivate the consumption habits of community people, such as live broadcast and community marketing, to accelerate the popularization of prefabricated dishes and attract customers to buy them.
of course, with the upgrading of consumption concept, people now pay more attention to the health of diet. Whether the prepared dishes flowing from the kitchen in restaurants can ensure the freshness and health of ingredients is still the first factor for consumers to consider, which is also the key point for businesses to consider.
To sum up, with the double influence of "lazy house economy" and epidemic situation, it has become a trend for prefabricated dishes to go to their own kitchens. However, it is worth noting that the whole production chain is involved behind prefabricated dishes. For the catering market, there is still a long way to go, and it remains to be verified by time.
look! Convenient for the elderly.
not optimistic about this business. Because it does not conform to the laws of social development and people's consumption habits. Nowadays, young people are fresh. Those who really have money will go directly to restaurants, and those who really want to be lazy will order takeout directly. Western society has developed for decades, and there are prefabricated dishes. How many people have this habit of spending a lot of money to go back and cook by themselves? Tokyo, Japan's urban economy has developed decades earlier. Is there a prefabricated vegetable industry? Hong Kong is close enough to the mainland in terms of consumption and living habits, and the pace of life in Hong Kong is so fast that there is a prefabricated vegetable industry. It is doomed that prefabricated dishes can only be a niche thing.