In the consumption data report of the Spring Festival of the Year of the Tiger released by Youxian Daily, Ding Dong Shopping and Box Horse a few days ago, prepared dishes have become one of the protagonists. Among them, Daily Youxian predicts that during the Spring Festival, the sales of high-end prefabricated vegetables bought in Ding Dong will increase by more than 2 times, and the sales of box horse prefabricated new year vegetables will also increase by 345%.
According to industry analysts, during the Spring Festival, the sales of pre-cooked vegetables on the fresh e-commerce platform rose sharply, which was related to the increasingly standardized and large-scale trend of the catering industry, and also related to the multi-point epidemic to stimulate the C-end consumption change. In addition, fresh e-commerce urgently needs to seek new performance growth points, and cooked vegetables favored by capital may be the next breakthrough.
It is worth noting that it is not only a fresh e-commerce platform, but also players such as traditional catering brands and startups. How can the fresh e-commerce platform win under the multi-party melee?
Prefabricated vegetables are "hot fried" and are expected to become a trillion-dollar market.
Prefabricated dishes, also known as "Aauto Faster Dishes", "Lazy Dishes" or "3R Products", mainly refer to the "semi-finished products" made in advance after the standardized raw materials are processed in the central kitchen. Generally, prefabricated vegetables are sold by cold chain transportation, and users can simply heat or cook them and eat them, or even buy them for instant use.
In April of 20021year, Weizhixiang, known as the "first stock of pre-cooked vegetables", successfully went public, with 10 daily limit at the initial stage of listing, and the highest market value reached1400 million yuan. In the same year, related brand enterprises, such as Sancan Youliao, Xunwei Lion and Wei Zhen Xiaomeiyuan, also announced that they had obtained tens of millions of financing.
After entering 2022, the heat of prefabricated vegetables will not decrease. Only in June 5438+ 10, in the domestic A-share market, a number of pre-cooked food concept stocks such as Guolian Aquatic Products and Haixin Food continued to climb, setting off a wave of daily limit; Straight flush data shows that the prefabricated vegetable plate soared 9.75% in June 5438+1October 12, and rose 6.24% the next day, which was quite eye-catching.
At the same time, Wei Zhen Xiaomei originated from the announcement on June 65438+1October 18 that she had obtained tens of millions of B+ rounds of financing, which was led by Baidu Venture Capital, followed by Dingxiang Capital and Zero One Venture Capital. Together with tens of millions of B rounds of financing completed in 2002 1 and 10, the accumulated amount of two rounds of financing of this emerging brand exceeds1100 million yuan.
In addition to the booming capital, brokerage institutions also have high expectations for prefabricated dishes. Guohai Securities pointed out that prefabricated vegetables are one of the fastest growing sub-industries in the food processing industry in the past five years. It is estimated that the compound annual growth rate of the industry will reach 15% in the next five years, and the scale will exceed 400 billion yuan by 2026. Shanxi Securities is more optimistic. According to its special report, the space scale of prepared vegetables in China is expected to reach 340 billion yuan in 20021year, up by 18% year-on-year, and the prepared vegetables industry in China is expected to become the next trillion catering market in the next 3-5 years.
This coincides with the analysis of third-party research institutions. According to the analysis report of China's prefabricated vegetable industry in 20021year issued by iiMedia Research, the market size of China's prefabricated vegetables in 20021year is estimated to be 345.9 billion yuan, which will increase year by year with a growth rate of 20%, and it is expected to reach 5165 billion yuan in 2023. If calculated according to the growth rate of 20%, the market size of prefabricated vegetables will exceed one trillion yuan in 2027.
Fresh e-commerce bet on the tuyere in advance, focusing on C-end consumers
Such a huge market scale naturally attracts many players. Among the participants, the figure of fresh e-commerce is more special. They laid out prefabricated dishes in advance before this wave of enthusiasm. Moreover, unlike traditional catering brands that focus on B-end users, fresh e-commerce prefabricated dishes focus on C-end consumers.
It is reported that as early as June 2020, Ding Dong established the Aauto Faster Cuisine Department, and officially started related business, and then officially launched its efforts at the beginning of 20021. Since the launch of its own brand product "Aauto Faster Cooking" at the beginning of 20021,it has been favored by users. By the end of 202 1, 1 1, the platform has sold nearly 1 100 million copies of A auto fast food, accounting for 3.5 times of the Ding Dong grocery market, making it one of the fastest growing categories.
At present, Ding Dong's Aauto Faster Cuisine has launched more than 1000 SKUs, and developed a number of self-owned brand series, including Boxing Shrimp, Ding Dong Grand Slam, Ding Dong Ace Cuisine, Cai Changqing, Ding Dong Bon Appetite and so on. Among them, boxing shrimp is a series of seasoning crayfish; Ding Dong Grand Slam is a high-quality hot pot series; Dingdong ace dishes are mainly catering dishes and local famous dishes, which are "eat well" series; Cai Changqing positioned home cooking; Ding Dong's cuisine is mainly steak and salad, with the theme of "healthy diet".
Coincidentally, Daily Youxian first set foot in prefabricated dishes in 2020. At that time, catering enterprises were invited to settle in through the online "famous shops and famous dishes" channel to provide consumers with prefabricated dishes. Since then, Daily Youxian has slowly begun to try to develop its own brand of prefabricated dishes, and thus gained a number of users.
According to the data, in 20021year, there were more than 800 SKUs of fresh prepared vegetables every day, including 0/00 SKUs of fine prepared vegetables/kloc-0, and the overall sales volume increased by over 300% year-on-year. The self-owned brand "Daily Signature Cuisine", which focuses on hot pot every day, was very popular once it was launched, and its sales increased nearly three times during the New Year's Day this year.
Comparatively speaking, Box Horse has been involved in prefabricated dishes for a long time. It entered this field as early as 20 16, and on 20 17, it introduced crayfish and other stir-fry dishes. In 2020, Box Horse established the 3R business department and began to develop its own semi-finished brand "Box Horse Workshop". It is reported that at present, the prefabricated dishes of Box Horse are mainly sold through self-research and joint sales, and users can buy them at Box Horse Fresh Life Member Store, Box Horse MAX and Box Horse NB; There are about 200 SKUs for frozen prefabricated vegetables and about 150 SKUs for frozen prefabricated vegetables.
A few days ago, Daily Youxian, Ding Dong Shopping and Box Horse all released the consumption data report of the Spring Festival in the Year of the Tiger, and the prepared dishes all became one of the protagonists. Specifically, Daily Youxian predicts that the sales of high-end pre-cooked vegetables will increase by more than 2 times during the Spring Festival, the sales of high-end pre-cooked vegetables for Ding Dong will increase by more than 3 times year-on-year, and the sales of box horse pre-cooked new year vegetables will also increase by 345% year-on-year.
Wu Tingting, head of Daily Fresh Meal Group, pointed out in an interview with the media that "a key reason for the success of prefabricated dishes in the market lies in the scale, standardization and industrialization of the whole catering industry. At present, most of the dishes in restaurants can be' prefabricated'. "
How can fresh e-commerce win in multi-party melee?
In the long run, there is still much room for growth in the assembled vegetable market, which is really worth looking forward to. However, it should be noted that the prefabricated vegetable industry is currently in the early stage of development. In addition to the fresh e-commerce platform, traditional catering brands and startups have also come together.
For example, Zhangzidao, which is famous for its "Scallop Escape", recently announced its involvement in pre-cooked dishes and listed garlic scallops and other products. ST Huaying, known as the "first stock of duck breeding", also revealed that it will launch prefabricated ingredients such as "pre-steamed duck blood and pre-steamed hot pot duck blood". In addition, Lu, known as the "capital butcher", returned to the public's field of vision with a prefabricated disk project. He announced the establishment of Tongjian Science and Technology Group, incubating the new prefabricated disk project of Tongjian Construction Plant. ...
Regarding the current situation of the industry, Essence Securities mentioned in a research report that nearly 70% of the assembled vegetable processing enterprises are still in a small, weak and scattered state, and many of them are individual industrial and commercial households and workshop-style production and processing models, which have not formed a relatively complete business model. Due to the large number of participants, the overall concentration of the industry is low at present, and it is still in the blue ocean competition, and there is no national leading enterprise.
Then, under the multi-party melee, where are the advantages of the fresh e-commerce platform and how to win?
The above analysts believe that compared with other enterprises, fresh e-commerce has pre-warehouse, community store and other formats, and has absolute advantages in channels and supply chains, and will eventually have a certain competitive advantage in price.
Guohai Securities also pointed out in the research report that the layout of prefabricated dishes on new retail platforms such as fresh supermarkets usually chooses OEM operation mode (that is, OEM production mode), and they have several advantages in entering the prefabricated dish industry.
First of all, at present, the penetration rate of C-end prefabricated vegetables is still very low, but the main consumers of C-end prefabricated vegetables have a high degree of overlap with their portraits; Secondly, the pre-warehouse laid by it also laid a good logistics foundation for prefabricated vegetables; In addition, directly facing the end consumers, the accumulated consumer big data is more conducive to insight into consumer preferences and accurate sales.
However, Guohai Securities also pointed out that this model also has some disadvantages, mainly reflected in the difficulty of quality control of OEM production and the single sales channel limited to its own platform.
Today, the battle around prefabricated dishes continues, and this war without smoke is still attracting new players. It will take time to give an answer to how the market structure will eventually evolve.
This article comes from Blue Whale Finance