In 2121, an epidemic disrupted the business rhythm of enterprises, and the catering and fresh-keeping industries were the first to bear the brunt. However, the quick-frozen food has achieved amazing growth. Data show that from February 2121 to October 2111, seafood balls, pancakes/hand-grabbed cakes/pies, buns/noodles/fried dough sticks, and rice cakes/\ on Tmall platform. Among them, the monthly growth rate of sales of seafood pills was even as high as 6217.1%, and the sales volume increased by 2582.3% year-on-year.

First, the current situation of the industry

Looking at the industrial chain of the quick-frozen and deep-processed seafood food industry in China, its upstream, midstream and downstream show different characteristics respectively:

From the upstream, firstly, the aquatic resources are stable: China has four sea areas, namely Bohai Sea, Yellow Sea, East China Sea and South China Sea, which are rich in fish resources and stable in fishery development. Second, the output has increased steadily: the processing of aquatic products is mainly concentrated in coastal cities with good processing conditions, such as Liaoning, Shandong, Fujian, Guangdong, Hainan and other provinces; Third, there is huge room for development: at present, the total amount of processed aquatic products in China only accounts for more than 25% of the total output of aquatic products, which is far lower than that of developed countries, which shows that the market for processed aquatic products has huge room for development.

From the middle reaches, the development of the industry is flourishing, and there is no absolute monopoly: there are many competitive brands of quick-frozen and deep-processed seafood products in China, which means that the market structure of the industry is decentralized and the market concentration is low, and the brand rise is expected to become the theme of the next stage; The product categories of the industry have been upgraded, showing a diversified trend: the products of the industry have developed from producing a single variety such as fish balls and fish cakes in the past to mechanically producing a series of new high-grade quick-frozen seafood products and frozen prepared foods, such as fish roe buns, lobster balls, crab roe buns, shrimps and fish sausages, showing a diversified trend.

From the downstream, the consumption structure has changed: According to the analysis of China agricultural outlook Report, the per capita consumption of aquatic products in China will reach 23kg by 2126, accounting for about 36% of the total consumption. In addition to the rapid increase in the proportion of consumption, the consumption demand of Chinese people for quick-frozen food will also increase rapidly; The market potential of quick-frozen seafood products is huge: at present, the market scale of quick-frozen seafood products in China reaches 123.5 billion yuan, of which 33.3% are quick-frozen seafood products, accounting for a small proportion of the market, and the market scale will continue to expand in the future, with an average annual growth rate of more than 5% in the next five years.

II. Comparison of competing products

At present, the famous brands of quick-frozen and deep-processed seafood products in China are: Anjing Food, Guiguan Group, Haiwang Food, Haixin Food, Huifa Food, Haibawang (Shantou) Food, Xidejia and so on. Among them, Anjing and Haixin are the head brands listed in the industry, and their influence ranks first and second, followed by Haibawang and Xidejia.

Anjing Food was established in 2111. It is mainly engaged in the research, development, production and sales of quick-frozen foods such as quick-frozen hot pot products and quick-frozen noodle rice products. It has won the honors of the first "National Enterprise Technology Center" and "National Demonstration Enterprise of Staple Food Processing Industry" in the hot pot industry, with a total operating income of 5.27 billion in 2119 and a total operating profit of 468 million. It is estimated that the total operating income will be in 2121.

at present, Anjing has a market share of 9%, and it is a veritable leader in the quick-frozen chafing dish industry. The enterprise mainly focuses on quick-frozen minced fish products and quick-frozen meat products, and takes the brand route of "being close to the people and being at home". Therefore, the product has obvious advantages, which are that the price is close to the people and the cost performance is high. At the same time, however, the products are difficult to take the high-end route, and the negative public opinion of the company's executives' stock market violations has also caused certain harm to the brand.

Haixin Food was established in 1913, mainly engaged in the deep processing of minced fish and quick-frozen minced fish products, taking into account quick-frozen foods such as quick-frozen meat products. It has won the honors of "China Famous Brand Products", "China 511 Most Valuable Brands in 2118" and "Top 511 Asian Brands in 2118", with a total operating income of 1.39 billion in 2119 and a total operating profit of 8.84 million.

Haixin has a market share of 3% at present. It has successfully promoted its brand through the slogan of "A Hundred Years Fish Maru Family", and then occupied the commanding height of Fuzhou Fish Maru brand, forming a brand memory point of "Haixin = Fuzhou Fish Maru". Therefore, the company has a strong brand advantage in fish ball products, but it has a poor reputation in other hot pot products.

Haibawang Food was established in 1994, with the brands of "Haibawang" and "Jiatianxia", and its product line covers over 111 kinds of meat products and fish products. It has won the honors of "a big taxpayer in Shantou", one of the top 51 enterprises in Shantou and a large-scale industrial backbone enterprise in Shantou.

At present, Haibawang has a market share of 4%, and the company is committed to building the brand image of "expert in table-top hot pot cooking". The high-end hot pot products "Xian Yan" have a good reputation, including fish roe and tofu, fish bamboo wheel, cuttlefish sausage, cheese fish balls and other seafood products. Therefore, its products have great competitiveness in seizing the mid-to-high-end market. However, due to the negative public opinion such as excessive peroxide value of quick-frozen shrimp dumplings and fake raw materials, the market trust of its products has decreased.

Xidejia was established in 2119, focusing on the deep processing of agricultural and sideline products, integrating R&D, production and sales. With its own brand "Xidejia" series of beef balls, pork balls, fish balls, sausages, canned products, Hong Kong-style dim sum and Chinese dim sum as its main products, it has won the honor of the top five brands of fish balls.

Xidejia focuses on chaoshan beef meatball, and its main products are beef balls, pork balls, fish balls, sausage, canned products, Hong Kong-style dim sum and Chinese dim sum. Its products are superior to Hong Kong-style and Cantonese-style, with outstanding features, and its disadvantages are manifested in the mediocre reputation of other hot pot products.

Third, social media hotspots

Taste: Perfect match of hot pot VS limited nutrition

On the one hand, deep-frozen seafood products are often associated with words such as "hot pot", "winter", "Aauto Quicker cuisine", "homemade" and "convenient/lazy". For example, some netizens have made a discussion: The world is not worth it, but the hot pot octopus balls and fish eggs are worth it. On the other hand, it is often associated with keywords such as "high calorie", "many additives" and "no nutrition". For example, some netizens have commented that seafood meatballs are not as good as real seafood because of their many additives; Eat less meatballs when eating mala Tang outside when losing weight; Although hot pot meatballs are not nutritious, they taste happy.

products: tradition VS innovation

netizens' comments on traditional quick-frozen and deep-processed seafood products are mainly summarized as flavor wins. Traditional products mainly refer to all kinds of fish balls, shrimp balls, cuttlefish balls, shrimp balls, crab chops, crab legs, crab roe balls, artificial squid, bionic sea cucumber, jellyfish and fish eggs. They have been on the market for a long time, their technology is mature, and their taste mainly imitates the original taste of seafood, so their market acceptance is high, and the discussion about their nutritional value is also enduring. The competitive advantage of traditional products lies in their high quality and low price, and at the same time, they have brand characteristics and flavor.

netizens' comments on innovative quick-frozen and deep-processed seafood products are mainly summarized as being able to catch hot spots in time. Innovative products mainly refer to fish roe fish tofu, stuffed fish tofu, imitation lobster steak, sandwich imitation crab steak, cheese fish eggs, lobster shrimp balls, exquisite fish fruit, cheese salted egg yolk shrimp balls, crab paste fish king and so on. This kind of products is easy to operate, combined with the trend, the taste and taste are mixed and matched, which not only realizes the flavor innovation, caters to the preferences of young people, but also adheres to hot topics and is fashionable enough.

E-commerce activities: live broadcast with goods VS online and offline linkage

Anjing focuses on live broadcast with goods, and participates in the live broadcast room in Viya to lock fresh goods and bring goods. In addition, it has also launched carnival strategies such as "1 yuan 51% off for a second" and "Share the coupon 129 minus 21" to save consumers at one time. An Jing is still on his own video number, letting his employees speak for the company brand, adding another fire to the double eleven fever.

Haixin not only uses special nodes for live delivery, but also adopts online and offline linkage delivery methods: on the one hand, it increases online concessions and activities, such as full reduction, full delivery and participation in lottery activities; On the other hand, the Chengdu Hot Pot Culture Festival (October 7-October 11) was held offline. Haixin not only prepared enough hot pot ingredients at the scene, but also brought mysterious preferential gifts for fans to enjoy delicious food.

Enterprise risk point: quality inspection exceeds the standard vs poor management

In February, 2121, Sichuan Provincial Market Supervision Bureau announced 41 batches of unqualified food, among which the peroxide value of 1 batches of frozen shrimp dumplings commissioned by Chengdu Haibawang Food Co., Ltd. exceeded the standard maximum limit by 228%. In 2116, Chengdu Haibawang Food Co., Ltd. was found to have used duck neck skin, frozen miscellaneous oil and other raw materials as raw materials to produce beef balls and shrimp dumplings, and was fined by the former Chengdu Pixian Market and Quality Supervision Administration.

In 2119, the stock price of Haixin Food fluctuated around 5 yuan, and it didn't make good use of the function of the capital market to expand its scale. Now its market value is only 2.158 billion, less than one fifth of that of Anjing Food. The growth rate of Haixin food revenue is unstable, which is lower than 26.32% in the same period of 2118. The operating cash flow fluctuates greatly, the liquidity is weak, and there are debts to be repaid, so the future operating difficulties will continue.

Fourth, consumer analysis

AIDA model is a kind of marketing communication process. Consumers can be divided into four continuous stages: attention, interest, desire and action according to their different reaction degrees.

Based on this model, Qingbo analyzed the marketing strategies and marketing effects of four competitive brands of quick-frozen and deep-processed seafood products, and summarized consumers' preferences, so as to understand the market response of the quick-frozen and deep-processed seafood industry.

The marketing strategies of the four competing products

The promotion season of "Double Twelve" accelerates the transformation of consumers' desire to buy into actual purchase behavior. The monthly sales data of e-commerce platforms are Haixin 244227, Haibawang 19156, Anjing 34763 and Xijia 59635.

Haixin has the best sales volume, with the sales volume of many products exceeding 11,111 or even 21,111+; In winter, there are many quick-frozen seafood processing products (such as hot pot meatball package) to achieve a large increase in sales, ranging from 1.5 million to 31 thousand sales; With the theme of "warm winter hot pot" and "family reunion" and attractive incentives, the conversion rate of the actual purchase behavior of frozen seafood processed food has increased.

The marketing effectiveness of the four competing products

The Tmall flagship store, which enjoys a good reputation, focuses on the concept of "health/nature/delicacy", which coincides with the needs of consumers during the epidemic and won the hearts of the people. Xidejia is closely integrated with the promotion activities of Tmall platform, such as focusing on attractive low-price promotion activities such as "over 311 minus 211" and "51% off the second item" to attract consumers to place orders with price advantage.

Analysis of consumer preference

Summarizing consumers' preferences for the four competing products, it is found that Haixin food is far ahead in sales volume, and this brand product has the highest cost performance; Although the products of Xidejia are not as many as other brands, the products are few and refined, and almost every product has obtained considerable sales; In winter and hot pot season, combined meatball packages are very popular with consumers, such as: fish balls wrapped in heart, blessing bags and other gift packages.

Consumers prefer JD.COM in the choice of e-commerce platforms. According to the keywords "Taobao+related product names," JD.COM+related product names and "Pinduoduo+related product names respectively, combined with the number of fans of various brands on different e-commerce platforms, it is found that JD.COM is the" favorite platform "for consumers of quick-frozen seafood processing products, which is mainly due to the guaranteed products of JD.COM platform, good after-sales service and fast self-operated logistics and transportation speed.

Consumer comments on the four competing products mainly focus on the following four points:

1. Good taste and high quality: Q-elastic and chewy (mainly shrimp balls and fish eggs), delicious and authentic (mainly fish balls), soft and tender (mainly fish balls).

2. Low cost performance: all kinds of products have such comments, for example, the average price of a single meatball is too high, and the product categories where the comments appear intensively are mainly all kinds of seafood meatball packages;

3. Convenient operation: all kinds of products have such comments. For example, curry is very convenient, can be used to cook hot pot, can be directly cooked in Guandong and mala Tang, and the product category where this comment appears intensively is mainly fish balls;

4. Brand reputation: all products have comments, such as "Because it is a well-known brand, I trust it, even if I haven't tried it yet", and the brands with high frequency are Anjing (meatball products) and Haibawang (crab meat products).

V. Development Suggestions

According to the hot spots of social media and consumer feedback in the quick-frozen and deep-processed seafood industry, and referring to the success of the four competing products, in general, the brands in this industry can focus on the following four aspects to plan their future marketing strategies and development routes:

1. Building high-end boutique lines, Targeting specific markets

Some negative public opinions of netizens focus on the low nutritional value, unhealthy products and flour-based products. Brands can seize such needs of consumers in time, target specific market segments, for example, they can focus on children's consumption or face elites, adopt more exquisite seafood raw materials, carry out strict and fine deep processing, and create healthy and nutritious high-end products.

2. Create a brand line of Guochao, which is open to the public < p