Guangdong is eyeing prefabricated dishes, and enterprises have laid out plans to seize the beach

Guangdong is eyeing prefabricated dishes, and enterprises have laid out plans to seize the beach. With the deepening of consumers' awareness of prefabricated dishes, prefabricated dishes have once again become a hot topic under the craze of "hoarding goods". Prefabricated dishes are in line with the trend of consumption upgrading. Guangdong is eyeing prefabricated dishes, and enterprises have laid out plans to seize the beach. Guangdong is eyeing prefabricated dishes, and enterprises have laid out plans to seize the beach. 1

Industrial development is inseparable from agricultural raw materials, and agricultural development is inseparable from industrial equipment. Prefabricated dishes are a typical format in which industry and agriculture go hand in hand. In recent years, Guangdong enterprises have laid out prefabricated vegetable tracks and participated in the front end of agricultural production to minimize the link of "middlemen earning the difference".

The "strong wind" of pre-cooked vegetables has brought enterprises and capital into the market, which is an important benefit for agriculture. It can bring advanced equipment, expand the market, introduce high-end talents and introduce advanced concepts. Among them, the change of ideas is in line with the trend of the times of "developing agriculture with the concept of industrialization", which provides more possibilities for Guangdong's agricultural shift upgrading.

"Developing agriculture with the concept of industrialization" means changing the sales of agricultural products from primary products to deep processing, and introducing modern economic management concepts, organization methods, marketing methods and science and technology into agriculture.

The industrial chain of prefabricated vegetables is long, and whether it is equipment manufacturing or production and operation, it is inseparable from industrialized talents. Guangdong industry stands at the commanding height of the industry, which not only has a complete industrial system and a good industrial foundation, but also has a strong correlation and coupling between industries, forging a batch of talents with industrial thinking. Their entry into the prefabricated vegetable industry will enhance the thinking level of the industry.

To develop agriculture by drawing lessons from industrial thinking does not mean to copy the industrialization process, nor does it mean that the larger the scale of agriculture, the better, and the more concentrated the land elements. The characteristics of industrialization are standardization, scale and industrialization, and the related industries of prefabricated vegetables conform to this trend. In the process of development, we should also respect the interests of farmers step by step to ensure the supply of agricultural products, farmers' livelihood income and rural social stability. Guangdong is eyeing prefabricated dishes, and enterprises are rushing to the beach. 2

Recently, the stock prices of listed companies related to prefabricated dishes have shown a significant upward trend. By the close of April 11, Weizhixiang, Zhongshui Fishery, Qianwei Yangchu and Haixin Food had daily limit, while Yike Food, Sanquan Food and Guolian Aquatic Products all increased by about 7%.

insiders pointed out that the popularity of pre-cooked dishes was pushed up again, which was closely related to the current epidemic. Prefabricated dishes have the advantages of easy storage, convenient cooking and diverse varieties. In addition, closed packaging is more controllable in transportation than fresh food and take-away, so consumers' trust and demand for it continue to rise, and prefabricated dishes once became a hot spot for "hoarding goods".

the above-mentioned people added that under the catalysis of the epidemic, consumers also put forward higher requirements for prepared dishes. Consumers are no longer only satisfied with convenience, safety and taste, but also pay attention to the refinement and segmentation of categories, and their consumption choices will be more inclined to brand. The above changes have also brought new development opportunities and development directions to the brands of prefabricated dishes such as pot rings.

Pre-cooked dishes have become a hot spot of "hoarding goods" again, and the change of demand has driven all players to evolve again

With the deepening of consumers' awareness of pre-cooked dishes, under the craze of "hoarding goods", pre-cooked dishes have become a hot spot again.

According to the CCTV report, since March, the sales volume of prepared vegetables in all parts of the country has increased significantly. Especially in Shanghai, where the situation is more serious, orders have shown explosive growth. A person in charge of the food and fresh food business department of a retail group told CCTV that the national sales of prefabricated vegetables increased by over 1,111% year-on-year in March, and the year-on-year increase in Shanghai in the past half month even exceeded 251%.

At the same time, on social media such as Weibo, Tik Tok, Xiaohongshu, we can also see many people at home drying out pre-cooked dishes and cooking them at home, which continues to attract the attention and optimism of the outside world about the convenience and practicality of pre-cooked dishes.

some consumers said that the pre-cooked food is an alternative to "stocking" mainly because of its long storage and convenient cooking. More importantly, the prepared dishes are equipped with comprehensive ingredients and seasonings, which avoids the dilemma of lack of vegetables and materials when purchasing independently.

people in the industry pointed out that based on the previous market cultivation, consumers now have a basic understanding and cognition of prefabricated dishes, and recognize their characteristics of convenience, efficiency and rich taste. With the rise of a new wave of prefabricated dishes, some new changes will take place in consumer demand.

From the demand point of view, when more and more people regard prepared dishes as part of eating at home, it is becoming normal to keep prepared dishes at home. Data show that the average family size in China is as low as 2.62, and the marriage rate is as low as 6.6%. In addition, the epidemic has pushed up the fever of "lazy house economy", and the demand for eating prefabricated dishes at home has increased significantly, and the consumption demand of young people is greater, and they have also put forward new requirements for the consumption of prefabricated dishes.

the analysis of Huaxin securities pointed out that the prefabricated dishes are in line with the trend of consumption upgrading, especially welcomed by the Z generation. The penetration rate of the "lazy house economy" of the Z generation is 8% higher than that of the post-81s generation, and the consumption of prefabricated vegetables has reached 34.9%, or it will become the main consumer of prefabricated vegetables.

at the same time, the consumption of pre-cooked dishes is gradually showing a trend of refinement and segmentation, and players with the advantages of large single products and deep-rooted segmentation can continuously gain consumer recognition. Taking Lamian Noodles as an example, it mainly introduces a variety of pre-made foods with Lamian Noodles flavor, and its ingredients include fresh Lamian Noodles, seasoning and side dishes. Ziyan Baiwei Chicken also uses braised chicken, braised goose and other braised products as its signature category; Pot-circle food exchange cultivates semi-finished ingredients and ingredients needed for hot pot and barbecue, and extends them to home-cooked prefabricated dishes.

In addition, the consumption of prefabricated vegetables is gradually showing a trend of branding, especially in the C-end market. Traditional B-end pre-cooked dishes are gradually creating independent brands of pre-cooked dishes, such as Weizhixiang, Qianwei Yangchu, etc. At the same time, new retail platforms, such as Box Horse and Dingdong Shopping, are gradually developing their own brands of pre-cooked dishes in order to occupy consumers' minds.

It can be said that the change of demand for pre-cooked dishes drives the further evolution of all players, and constantly tests the comprehensive strength of each family's product strength, brand strength and so on. AVIC Securities also pointed out that the improvement of consumers' awareness of prefabricated dishes and the cultivation of consumers' consumption habits by the market are expected to further catalyze the rapid development of the industry.

Cookware leads the consumption upgrade of pre-cooked vegetables, which is expected to become the standard of the industry in the post-epidemic era.

So, under the change of consumer demand, how can the pre-cooked vegetables brand represented by Cookware keep pace with the times and continuously upgrade and optimize to meet the new demand in the post-epidemic era?

compared with other brands, the pot ring has a differentiated advantage in the competition of product strength and brand strength in the prefabricated vegetable track. In addition to hot pot and barbecue, the pre-made food products of Guo Huan Shi Hui brand cover Aauto Quicker food, pot-stewed food, self-heating pot and other diversified dishes, and * * * has launched eight categories. With the help of the pot ring, consumers can not only quickly realize instant heating, instant cooking and instant eating, but also mix prefabricated ingredients and ingredients themselves, breaking the singularity of prefabricated dishes and truly enjoying star-rated delicacies at home.

judging from the products of the pot ring, most of the fresh fish and frozen pills have been cleaned, cut and processed, and some products, such as pork tongue, venison, chicken wings and other ingredients, have been salted and prepared, which can be directly used for barbecue, hot pot or daily cooking. These modulated dishes of pot rings have solved the pain points of young people's poor cooking skills and busy work. With the most convenient ingredients and well-matched ingredients, everyone can be a chef to cook a big meal.

In addition, just like many consumers' baked pots hide recipes, besides standardizing prefabricated dishes, pots also explore unique versatility, expand the boundaries of prefabricated dishes, and lead consumers to further recognize the consumption of prefabricated dishes.

In the pot circle, the prepared dish is not only a pork belly chicken and a fish with Chinese sauerkraut, but also a pork belly chicken soup Huimian Noodles and a sour soup fat beef. It is precisely because of the variety and taste of the pot ring that it has even become an important choice for many families' New Year's Eve dinners.

The analyst concluded that the pot circle has a deep insight into the diversified needs of consumers and created a solution for eating at home. At present, it has formed a unique brand power and is deeply favored by the "little white" chefs and chefs at home. When cooking a pot, it is not only the primary product to consider when eating at home, but also the social symbol of cooking and gathering at home. The hot pot, barbecue and other categories in the pot ring are fully supplied, which can be used to organize a party at any time when staying at home, so that meals can be prepared from scratch and started immediately.

According to "White Paper on the Development of Eating at Home in 2121" published by F. Jost Sullivan, the pot ring is the product standard definer of the pre-cooked food industry. With its natural high-quality ingredients, strict control of the supply chain to ensure product quality, and continuous innovation at the product end to detonate the market, the pot ring has won the trust and recognition of the market through its distinctive brand tonality.

Huaxin Securities pointed out that the new blue ocean pattern of prefabricated dishes has been formed, but the concentration needs to be improved urgently. At present, the top 11 brands of prepared vegetables in China account for only 14.23% of the total market (CR11), compared with 64.5% of the top five brands of prepared vegetables in Japan (CR5), and the market share of SYSCO, the leader of prepared vegetables in the United States, can reach 16%. Looking forward to the development of China's pre-cooked vegetable industry in the "post-epidemic era", real head brands will be born among players with first-Mover advantages such as pot rings. Guangdong is eyeing prefabricated dishes, and enterprises are rushing to the beach. 3

With the birth of lazy economy and house economy, especially since the outbreak, prefabricated dishes have become a new outlet in the catering industry. For local governments, prepared dishes play an active role in promoting entrepreneurial employment, consumption upgrading and rural industrial revitalization, and are expected to create new economic growth points, so they have become a battleground for military strategists.

Up to now, many provinces, including Guangdong, Shandong, Henan, Hebei, Jiangsu, Fujian, etc., have announced their entry.

Shandong has a strong family background, and East China loves buy buy best.

"This is a vast blue ocean." Zhang Yi, chief analyst of Ai Media Consulting, said in an interview with China Economic Weekly. The agency predicts that the scale of China prefabricated vegetable market will be 345.9 billion yuan in 2121, and if the market growth rate is stable, the market scale will exceed 1 trillion yuan in 2126.

Zhang Yi said: "The prefabricated vegetable industry is in a period of rapid growth, which is promising compared with the current catering industry capacity of nearly 5 trillion yuan/year in China. In addition, another incremental market for prefabricated dishes is overseas, which is developing very rapidly at present. "

in recent years, the number of prefabricated vegetable enterprises has increased year by year. Sky Eye Survey shows that there are 67,534 pre-cooked food-related enterprises in China. Since 2114, the number of registered prefabricated vegetable enterprises has risen rapidly, reaching a peak in 2121, with 11,862.

in terms of distribution area, the top five provinces with the largest number of prefabricated vegetable enterprises in 2121 are Shandong, Henan, Jiangsu, Guangdong and Hebei. Among them, Shandong ranked first with 8448 enterprises, accounting for 12.51%; Henan followed closely with 6266; The number of enterprises in Jiangsu, Guangdong and Hebei all exceeds 5,111; Anhui Province, which ranks sixth, has 3,917, accounting for 5.8%.

According to the data from Sky Eye, by 2121, there are 145 listed companies related to pre-cooked dishes in China. From their regional distribution, among the top five provinces, Shandong ranks first with 21, accounting for 14.48%; Guangdong ranked second with 17 companies, accounting for 11.72%, followed by more than 11 listed companies in Gansu, Zhejiang and Inner Mongolia.

In terms of consumption, Jiangsu, Zhejiang and Shanghai have a high acceptance of prepared dishes. According to the Research Report on the Development Trend of China Prefabricated Vegetable Industry in 2122 released by Ai Media Consulting, 31.7% of the users of prefabricated vegetables are located in East China, followed by South China, North China, Southwest China and Central China, accounting for more than 11% of users. Tmall New Life Research Institute also pointed out that Shanghai, Jiangsu and Zhejiang ranked among the top three in the consumption power of prepared dishes in the reservation of New Year's Eve.

Zhang Yi believes that a solid foundation of raw materials or processing facilities, driven by leading food enterprises, complete local production and marketing capabilities, and fast access to cold chain storage and logistics determine the development level of a regional prefabricated vegetable industry.

According to Wang Hongtao, executive deputy secretary general of China Chain Store & Franchise Association, market demand is particularly important. He told the reporter of China Economic Weekly: "Every city has its own resource endowment, like Henan, a traditional food processing province, which has previously deposited resources and capabilities. Just transform it. For the newly joined cities, there is no historical burden in thinking from scratch.

the most important thing is to lay out the layout around the regional demand, that is, to see how much local demand, such as this epidemic, can make the supply chain respond quickly, reach consumers conveniently and timely, and adapt to the regional consumption demand, which is a problem worth thinking about. "

compared with overseas developed markets, China's prefabricated vegetable industry is still relatively backward as a whole, with the characteristics of small sales area, many participants, low industry concentration and few enterprises above designated size. Wang Hongtao believes that in order to develop pre-cooked dishes, local governments should make good use of regional advantages, such as the advantages of producing areas; The second is to adapt to regional needs; The third is to highlight regional characteristics and form differentiated competition.

the enthusiasm of local entry is high, who is better?

Since the beginning of this year, many provinces have proposed to vigorously develop the prefabricated vegetable industry. The reporter of China Economic Weekly found that the local measures mainly include the formation of industrial alliances, the establishment of technical research institutes, the creation of industrial parks, the expansion of marketing channels, the development of relevant standards, the cultivation of industrial talents, and the construction of warehousing cold chain logistics.

For example, Wenzhou proposes to formulate a three-year action plan for the development of the central kitchen (prefabricated vegetables) industry, introduce supporting policies, set up an assembly vegetable industry research institute, set up a prefabricated vegetable industry alliance, build a digital platform for production and marketing, and carry out the "Ten Enterprises and Hundred Products" selection activities for prefabricated vegetables.

Zhucheng and Weifang are the main positions in Shandong. The former proposed to build a 51-billion-level prefabricated vegetable industry cluster, while the latter said to build the first city of Chinese prefabricated vegetable industry. The measures are also around the establishment of research institutes, exhibitions, prefabricated vegetable parks and digital marketing platforms.

Jiangsu is mainly promoted by trade associations. In April, Jiangsu Catering Industry Association proposed to speed up the construction of a prefabricated food Expo center, promote the digital experience of online and offline prefabricated food, and implement nine projects including product research and development, personnel training, brand cultivation, cultural communication and international exchange.

Guangdong has the most comprehensive measures of all places at present. At the end of March, Guangdong issued "Ten Measures to Accelerate the High-quality Development of Guangdong Prefabricated Vegetables Industry" (hereinafter referred to as "Guangdong Prefabricated Vegetables Ten Measures"), and made overall plans at the provincial level, from R&D platforms to industrial clusters, from brand marketing to personnel training, from regulatory norms to financial support, and built a complete system. After the measures were introduced, many cities in Guangdong Province responded positively and formed a joint force.

Export guidance is a distinctive feature of Guangdong's development of prefabricated vegetable industry. Ten items of Guangdong prepared dishes are put forward, and the establishment of service team is explored.