Autumn is crisp, which is the most suitable season for eating hot pot in a year. Recently, Ding Dong bought vegetables and announced the beginning of this year's hot pot season. In addition to all kinds of clean dishes delivered directly to home, Ding Dong Shopping is the first time to unite with many well-known offline hot pot chain brands to create a series of hot pot prefabricated dishes, providing consumers with a brand-new "hot pot to home" experience. The "home economy" has given birth to the vigorous development of pre-cooked dishes, and its consumption scene has also been supplied to B-end users such as catering in the past, accelerating the transfer to young C-end customers who are convenient and eager to eat well. According to the forecast of Ai Media Consulting, in 20021year, the market size of assembled vegetables in China has reached 345.9 billion yuan, and it is estimated that the market size will reach 1072 billion yuan in 2026. The data shows that in the long run, the scale of the prefabricated vegetable industry is expected to reach more than 3 trillion yuan. What new changes have taken place in the track under the prefabricated dish tuyere? Why do new retailers spend a lot of money to lay out prefabricated dishes, and how can players break through in the competition of the Red Sea? According to the report of the new retail joint catering industry research institute in the trillion-dollar market, the pre-cooked vegetables sold at the B end account for 80%. With the epidemic promoting the "family economy", the scene that young families can cook and eat in Aauto more quickly at home has gradually flourished. Prefabricated vegetables at the C end also depend on the wind. In recent years, Xibei, Haidilao, Meizhou Dongpo, Jindingxuan and other catering brands have entered the market one after another, and the prepared dishes are mostly "hard dishes" with a unit price above 70 yuan. In terms of fresh e-commerce, head players from Ding Dong Shopping, Box Horse, Daily Fresh, Meituan Shopping, Qian Dama and other industries all entered the pre-cooked food track, and regarded it as the second curve of revenue growth. From their respective research and development to strong alliance, the second half of C-end prefabricated dishes became the key words. Taking Ding Dong as an example, from the self-developed "Ding Dong Grand Slam" pot bottom, "tomato oxtail pot" and "drunken chicken pot" hot pot to the choice of buying food in Ding Dong, we cooperated with many famous offline restaurants such as Zuo Ting Youyou, Wang Rongcheng, Jing Yue Rong and Lao Cheng Guo Yi to launch a brand-new joint pot bottom. At the beginning of 20021,Ding Dong bought vegetables and officially entered the prefabricated vegetable industry. In the past two years, Ding Dong has established an integrated system of commodity planning, research and development, production and processing of prefabricated vegetables, with more than 40 factories, including 7 self-operated factories. Many pre-cooked dishes have their own brands, such as Boxing Shrimp, Ding Dong Grand Slam, Ding Dong Ace Cuisine and Cai Changqing. For catering businesses, their advantage lies in research and development. The experience accumulated by time-honored brands over the years has enabled them to better understand the taste buds of diners and how to use cooking techniques to fix a table of delicious food. Catering businesses have their own unique secrets. For new retailers such as Ding Dong Shopping, Box Horse Fresh Life and Pupu Supermarket, the deep cultivation of retail consumption scenes for many years has also made them better understand what consumers want, how much they want, and whether the production capacity and supply chain capacity can keep up. Compared with the high loss and low gross profit of fresh products, standardized food business can obviously drive more revenue and create more profit growth points. Therefore, the development of customized pre-made dishes by joint catering can provide a new path for catering enterprises seeking online transformation, and also create a moat for new retail enterprises and enhance their hematopoietic capacity. C-end prefabricated vegetables have not been scaled up yet. In the second half of the year, what challenges will be encountered under the guise of scene and digital capabilities? In Ou Houxi's view, although the entire track of C-end prefabricated vegetables is hot, the production capacity of the entire production end is still surplus, far from reaching the scale effect, which means that inventory turnover is still a pain point that restricts the upward development of the industry. "Unlike fresh food, there are many SKUs in prefabricated dishes. If the sales of these single products are not high, the production scale of single products will be small, and it will be difficult to make a profit without the scale of production. If we blindly expand production, it will easily lead to sluggish inventory. C-end prefabricated dishes closer to consumers naturally have higher demand for personalization. " In Ou Houxi's view, the development of prefabricated dishes in the second half is not only the technical ability of research and development, but also the diversification and digitalization of consumption scenes. According to users' real-time feedback and data, rapid response, rapid research and development, rapid iteration and rapid feedback to the production end are the hard power needed for pre-cooked dishes in the second half, and also the strength of Ding Dong. Another key to the breakthrough is to better build consumer trust on the consumer side. At present, the track of prefabricated dishes is hot, and although there are many styles of dishes, there are also uneven quality. According to the data of iResearch, the top3 that consumers think needs to be improved at present are: taste recovery accounts for 6 1.8%, diversity accounts for 47.2%, and safety problems account for 47.8%. Prefabricated dishes are also out of the differentiated route. For example, in the "special beef brisket Yuanyang pot" co-operated by Ding Dong and Zuo Ting, how to keep radish fresh after stewing in the pot is the key to taste restoration. Chefs who are different from restaurants can reprocess prefabricated dishes in the background. For example, chopped green onion sprinkled on braised pork and a spoonful of hot oil poured on boiled fish. However, as a C-end prefabricated dish, how to use industrial standardization technology to achieve the effect that consumers finally get it is very elegant. After 100 experiments and proofreading, the solution of radish preservation is "ice pack". Boil the radish for seven or eight minutes and then freeze it at-12℃, which can lock the moisture in the radish itself. However, the domestic cold chain technology is mature, and the fresh-keeping methods of ingredients are constantly innovating and improving. In the past, the public's impression of high salt in prefabricated vegetables was gradually being broken. For example, Zhu He, a pre-cooked food taster who buys food in Ding Dong, said that at present, all hot pot bottom materials in Ding Dong are measured by a salinity meter, and the salt content of one kilogram of water is 7 to 8 grams. In the industry's view, C-end prefabricated vegetables have not really appeared. The tuyere is booming, and the pre-cooked dishes will be cooked in the second half of the year to jointly create a win-win ecology. Starting from the C-end scene, digitalization and the pain points of delicious health needs, the process of big waves and sand scouring will start simultaneously. Written by Nandu reporter Chen Yingshan