I. Current situation of the industry
Looking at the industrial chain of quick-frozen and deep-processed seafood food industry in China, its upstream, midstream and downstream show different characteristics respectively:
From the upstream, first, 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 the fishery is developing steadily, providing a good industrial foundation for the development of quick-frozen seafood industry; 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, the development space is huge: at present, the total amount of aquatic products processing in China only accounts for more than 25% of the total output of aquatic products, which is far lower than that in developed countries. It can be seen that the development space of aquatic products processing market is huge.
From the middle reaches, the industry has developed in an all-round way and has not formed an absolute monopoly: there are many competitive brands for quick-frozen and deep-processed seafood products in China, which means that the market structure of the industry is scattered and the market concentration is low, and the brand rise is expected to become the theme of the next stage; The product category of the industry has 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 roe buns, lobster balls, crab roe buns, shrimps and fish sausages, showing a diversified trend.
From the downstream, the consumption structure changes: According to the analysis of China agricultural outlook Report, the per capita consumption of aquatic products in China will reach 23kg in 2026, 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 food in China has reached 654.38+023.5 billion yuan, of which quick-frozen seafood products account for 33.3%, 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 over 5% in the next five years.
Second, the comparison of competitive products
At present, the famous brands of quick-frozen and deep-processed seafood in China are: Anjing Food, Guiguan Group, Wanghai 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, ranking first and second in terms of influence, followed by Haibawang and Xidejia.
Anjing Food was established in 200 1, mainly engaged in the research, development, production and sales of quick-frozen foods such as quick-frozen hot pot products and quick-frozen noodles and rice products. Won the honor 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 and a total operating profit of 468 million in 20 19. It is estimated that the total operating income will reach 2020.
At present, Anjing has a market share of 9% and is a veritable leader in the quick-frozen hot pot material industry. Enterprises mainly focus on quick-frozen minced fish products and quick-frozen meat products, and take the brand route of "being close to the people and feeling at home". Therefore, this product has obvious advantages, that is, the price is close to the people and the cost performance is high. But at the same time, it is difficult for products to take the high-end route, and the negative public opinion of company executives' stock market violations has also caused certain harm to the brand.
Haixin Food was established in 1903, mainly engaged in 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 successively won the honors of "Famous Brand Products in China", "Top 500 Most Valuable Brands in China in 20 18" and "Top 500 Asian Brands in 20 19".
Haixin's current market share is 3%. It successfully promoted its own brand through the slogan of "Hundred Years Fish Maru Family", and then occupied the commanding height of Fuzhou Fish Maru brand, forming the 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 founded in 1994, and its brands are "Haibawang" and "Home World". Its product line covers more than 100 kinds of meat products and fish products, and has won the honors of "Shantou taxpayer", Shantou top 50 enterprises and Shantou large-scale industrial backbone enterprises.
At present, Haibawang's market share is 4%, and the company is committed to building the brand image of "desktop hot pot cooking expert". The high-end hot pot product "Fresh Banquet" has a good reputation, including fish roe, fish tofu, fish bamboo wheel, cuttlefish sausage, cheese fish balls and other seafood products. Therefore, its products have great competitiveness in seizing the middle and 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 2009, focusing on deep processing of agricultural and sideline products, integrating R&D, production and sales. Xidejia's own brand series of beef balls, pork balls, fish balls, sausages, canned products, Hong Kong-style dim sum and Chinese dim sum are the main products, and it has won the top five honors in the brand awareness list of fish balls.
Xidejia mainly focuses on Chaoshan beef balls, and its main products are beef balls, pork balls, fish balls, sausages, canned food, Hong Kong dim sum and Chinese dim sum. Its products are superior to Hong Kong-style and Guangdong-style, with outstanding characteristics, but the disadvantage is that other hot pot products have a mediocre reputation.
Third, social media hotspots.
Taste: perfect hot pot VS limited nutrition
On the one hand, quick-frozen and deep-processed seafood products are often associated with words such as "hot pot", "winter", "automatic and faster food", "homemade" and "convenience/laziness". For example, some netizens have discussed: lazy recipes for eating goods; The world is not worth it, but hot pot octopus balls and fish eggs are worth it. On the other hand, it is often associated with keywords such as "high calorie", "too many additives" and "no nutrition". For example, some netizens commented that seafood balls are not as delicious as real seafood because of many additives; Eat mala Tang and eat less meatballs outside when losing weight; Although hot pot meatballs are not nutritious, they are very happy to eat.
Products: Tradition and Innovation
The comments of netizens 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, squid 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, as well as their brand characteristics and flavor.
The comments of netizens 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, fermented 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 product is easy to operate, and it combines the trend, taste and taste, which not only realizes flavor innovation, caters to the preferences of young people, but also adheres to hot topics and is fashionable enough.
E-commerce activities: live broadcast VS online and offline linkage
An Jing focuses on live broadcast with goods, locking in fresh goods and bringing goods in the live broadcast room of Viya. In addition, he also launched carnival strategies such as "1 yuan 20% discount coupon" and "129 minus 20", so that consumers can save it all at once. An Jing is still on his own video number, allowing employees to speak for the company brand, adding another fire to the Double Eleven fever.
In addition to using special nodes for live broadcast, Hisense also adopts online and offline linkage delivery methods: on the one hand, it increases online discounts and activities, such as full reduction, full delivery and participation in lottery activities. On the other hand, the Chengdu Hot Pot Culture Festival (1 65438+1October 7-65438+1October 65438+1October1) was held offline, and Haixin not only prepared enough hot pot ingredients on the spot, but also
Enterprise risk point: quality inspection exceeding the standard vs poor management
In June 5438+February, 2020, Sichuan Provincial Market Supervision Bureau announced 40 batches of unqualified food, among which the peroxide value of 1 batch of quick-frozen shrimp dumplings produced by nominal Haibawang (Shantou) Food Co., Ltd. entrusted Chengdu Haibawang Food Co., Ltd. exceeded the maximum limit of 228%. 20/0/6 Chengdu Haibawang Food Co., Ltd. was found to produce beef balls and shrimp dumplings with duck neck skins, frozen miscellaneous oil and other raw materials, and was fined by the former Chengdu Pixian Market and Quality Supervision Administration.
From 2065438 to 2009, the stock price of Haixin Food fluctuated around 5 yuan, and it did not make good use of the function of the capital market to expand its scale. Now its market value is only 2.058 billion, less than one-fifth of Anjing Food. The growth rate of Haixin food revenue is unstable, which is lower than 26.32% in the same period of 20 18. Operating cash flow fluctuates greatly, liquidity is weak, and there are debts to be repaid, and future operating difficulties will continue.
Fourth, consumer analysis.
AIDA model is a marketing communication process. Consumers can be divided into four continuous stages according to their different reaction degrees: attention, interest, desire and action.
Based on this model, Qingbo analyzed the marketing strategies and effects of four competitive brands' quick-frozen and deep-processed seafood products, and summarized consumers' preferences, so as to understand the market reaction of the quick-frozen and deep-processed seafood food industry.
Marketing strategies of four competitive products
The promotion season of "Double Twelve" accelerates consumers' desire to buy and turns it into actual purchase behavior. The monthly sales data of e-commerce platforms are Haixin 244227, Haibawang 199 156, Anjing 34763 and Xidejia 59635.
Hisense has the best sales volume, with sales of many products exceeding 1 10,000 or even 20,000+; In winter, there are many quick-frozen seafood processing products (such as hot pot meatball set meal) that achieve a substantial increase in sales, ranging from 1.5 million to 30,000 sales; With the theme of "warm winter hot pot" and "family reunion", the conversion rate of the actual purchase behavior of frozen seafood processed food was improved with attractive incentives.
Marketing Effect of Four Competitive Products
Xidejia's Tmall flagship store focuses on the concept of "healthy/natural/delicious", which coincides with the needs of consumers during the epidemic and won the hearts of the people; The promotion activities of Xidejia and Tmall platform are closely integrated, such as focusing on attractive low-price promotion activities such as "over 300 minus 200" and "50% off two products" to attract consumers to place orders with price advantage.
Consumer preference analysis
Summarizing consumers' preferences for 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 Xidejia's products are not as many as other brands, they are few and refined, and almost every product has achieved considerable sales; In winter and hot pot season, combined meatball packages are very popular with consumers, such as fish balls wrapped in hearts, blessing bags and other gift packages.
Consumers prefer JD.COM when choosing e-commerce platform. According to the keyword "Taobao+related product names", JD.COM. According to the names of COM+ related products and Pinduoduo+related products, 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.
Consumers' comments on the four competing products mainly focus on the following four points:
1, good taste, high quality: Q-elastic, chewy (mainly shrimp balls and fish eggs), delicious, authentic (mainly fish balls), soft and tender (mainly fish balls), fresh (mainly shrimp balls and 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 with intensive comments are mainly various seafood meatball packages;
3, easy to operate: all kinds of products have such comments, such as curry is very convenient, can be used to cook hot pot, can be directly cooked in Kanto and Mala Tang, and the product categories with intensive comments are mainly fish balls;
4. Brand reputation: All products have comments, such as "I trust it because it is a well-known brand, even if I haven't tried it yet". The brands with high frequency of use are Anjing (meatball products) and Haibawang (crab meat products).
Suggestions on the development of verbs (abbreviation of verb)
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 four competing products, in general, the brands in this industry can plan their future marketing strategies and development routes around the following four aspects:
1. Create a high-end boutique line and target specific markets.
Some negative comments from netizens focus on products with low nutritional value, unhealthy products and flour-based products. Brands can seize the needs of consumers in time and target specific market segments. For example, they can focus on children's consumption or face the elite, 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 in Guo Chao, facing the public.
Consumers' praise focuses on the delicious, delicious and cost-effective products. Therefore, the brand can continue to launch national fashion products for the public. On the one hand, they can carry out cross-border joint names, launch limited products, brand joint names and other special products to create national fashion explosions; On the other hand, we must also ensure continuous innovation and develop new categories, such as caviar, cheese fish balls, salted egg yolk flavor products and other new products with characteristics that consumers, especially young people, like.
3. With the help of hot topic publicity, create network celebrity products.
Hot pot and Guandong cooking are hot spots in the market, and shopping festivals such as "Double Eleven", "Double Twelve" and "Hot Pot Festival" are even more sales booms. Brands can use topic marketing to create online celebrity products that follow special nodes, such as "hot pot and meatballs are a perfect match" combined sales, and simultaneously launch full reduction and lottery combinations on various social platforms. In addition, it can also be promoted in conjunction with well-known food bloggers, such as inviting Japanese food records and daily food recommendations, and broadcasting products live with online celebrity bloggers and stars (such as Li Jiaqi and Weiya).
4. Use e-commerce platform to integrate sales.
At present, consumers generally pursue convenient and secure shopping methods. Brands can intensify their efforts to build an integrated sales model of online and offline shopping, enter JD.COM, Taobao and other e-commerce platforms, do a good job in sales and after-sales service, and follow up the cold chain transportation in time. At the same time, they can learn from the mode of box horse fresh, set up franchise stores, consumers can buy online, or choose distribution on mobile phones to get through the links of production, sales and transportation.