Gulu began to cook by herself after graduation, and posted the process and results of cooking in Little Red Book. At present, Xiaohongshu belongs to the head food blogger. In less than a year, her account "Gulu Kid" has 370,000 fans and has been praised for collecting nearly 800,000.
The content of Gulu Xiaohongshu is basically a food graphic with the theme of "refusing to take out food". Gollum mentioned that he often ordered takeout when he was in college, but the selectivity of takeout was not great. "I'm tired of eating for a long time, and social news often exposes some unsanitary contents of takeaway, so I learned to cook by myself." I have refused to deliver the goods for a year.
The best content of Gollum's data has been praised and collected for more than 50 thousand. In this picture, Gollum sorted out his 36-day-old food collection and calculated the average cost of cooking. A meal is only 9.35 yuan. Under this comment, some netizens asked for tableware and tutorials, and some netizens commented on learning from Gollum. "Unlimited takeaway is healthy and saves money."
With the call of food bloggers like Gulu, more and more young people are trying to cook. Xiao Yuan, who once ordered takeout, talked about the idea of cooking because of the graphic videos of various food bloggers.
Whether because of health or saving money, or under the impetus of food bloggers, more and more young people are starting to cook by themselves.
Lazy seasoning ushered in rapid growth.
According to the latest industry statistics of iResearch, the market size of condiment industry in China will increase by 18% in 2020, much higher than the growth rate in the past six years.
Young people are falling in love with the kitchen, but as a novice in the kitchen, there is a contradiction between the stretched skills and the actual needs. As a result, the lazy seasoning with "one-click reproduction taste" such as hot pot bottom material, spicy incense pot material and boiled fish material has a bigger market.
As a busy office worker, Rose doesn't have much time to cook, but as a novice mother, for the sake of health, she seldom orders takeout as before. At present, it is mainly my mother who cooks, but she is slowly learning to cook by herself. Ross likes cooking to relieve stress. "If you have time, learn an easy-to-cook dish from the menu, and you will be very happy after making it."
Just last week, Rose just learned a cooked and drunk bighead carp, using the "cooked and drunk cold soaked juice" of the fresh delivery platform. "The whole process is very simple, that is, boil the water, put the bighead carp in, soak it in cold water for a while after cooking, then soak it in this juice and put it in the refrigerator ... This seasoning makes this dish ready at once."
Rose thinks that lazy seasoning is suitable for busy office workers and is a faster and more convenient choice. "If it is a takeaway, this dish is hard to find. If you go out to find such a restaurant to eat this dish, it will take a lot of time, but at home, you can order seasonings and materials on the APP, and it will take ten minutes to make it, which is very convenient. "
In addition, the advantage of lazy seasoning is that the quality of dishes is more stable and the cost performance is good. "As long as you use 9.9 yuan, it's too cost-effective." Ross said: "I hope there will be more and more convenient lazy spices so that more people can enjoy cooking."
Young people who can't cook promote the development of lazy seasoning. Not only reduces the difficulty of cooking, but also saves time. Compound seasoning was welcomed by novices and ushered in the opportunity of rapid growth.
According to Frost &; According to Sullivan's statistics, in recent years, the permeability of compound seasoning in China is rapidly increasing, with 20 18 reaching 25.97%, but there is still a big gap compared with the permeability of more than 50% in Japan, South Korea, the United States and other countries. Therefore, what the market should consider is, what kind of compound seasoning do young people like?
According to the classification standard of condiments in China, condiments prepared with two or more condiments and specially processed can all be called compound seasoning. According to the classification, chicken essence and sauce vinegar juice can also be considered as seasonings, but the distinction is not great. Therefore, this article discusses compound seasoning, which is closer to "lazy people" and can customize the taste with one click. What should young people consider when buying these seasonings?
Wan Zhi is a veteran user of lazy seasoning, and there is a drawer of all kinds of seasonings in the kitchen.
Because she lives in northern Europe with her husband, Wan Zhi bought a lot of China lazy spices before going abroad to satisfy her China stomach.
Wan Zhi said that he would use lazy seasoning once or twice a week, usually when cooking some hard dishes, such as boiled beef, steamed pork, fish with Chinese sauerkraut and so on. She uses Mapo tofu, saute spicy chicken, chafing dish bottom, miscellaneous materials, spicy incense pot, maocai, boiled fish and so on, which are all popular dishes in offline catering market.
For Wan Zhi, lazy seasoning tastes authentic, is not easy to make mistakes, and is simple and convenient, even for foreigners. "My husband also mastered the seasoning for making Mapo tofu and Chongqing noodles." Wan Zhi smiled.
In the local Super League, the lazy seasoning will be one or two times more expensive than in China, but compared with the expensive takeout in northern Europe, Wan Zhi thinks it is more cost-effective to cook with lazy seasoning.
For most consumers, Wan Zhi doesn't have a chance to try all kinds of seasonings, but they all use seasonings such as fried pot bottom, boiled fish/pickled fish to some extent, and the market scale of these two seasonings is also among the top three in compound seasoning. According to Frost &; Sullivan predicted that the scale of 202 1 hot pot bottom material will reach 33.2 billion yuan, and the research report of Industrial Securities shows that the market scale of pickled fish will reach 24.3 billion yuan, which is similar to that of hot pot bottom material.
As a food blogger, Gollum used lazy spices in stews, including hot pot and boiled fish. As a senior food lover, Jia Jia also used hot pot ingredients and boiled fish ingredients. She thinks some dishes are really inseparable from spices. "Like a griddle hot pot, it is impossible to fry only with salt and soy sauce. It's delicious, but if you fry yourself, you need to prepare a lot of materials, which may not be completed in an hour or two. " If you do everything yourself, cooking will be very troublesome. "I gave up when I thought of so many steps."
For most consumers, cost performance and brand are the factors that will be considered when choosing lazy seasoning.
Gollum has tried all kinds of hot pot bottom materials, but the frequency of using them well is relatively high, "cost-effective." Jiajia prefers Dahongpao, which belongs to the brand of Sichuan Tianwei Food together with other people's hot pot ingredients, and is also "cheap and delicious".
In addition to the above brands, according to Wan Zhi, in local supermarkets, she often buys brands such as Qiaotou, Baijia and Haidilao, which can often be seen on the shelves.
At present, the industry competition pattern in compound seasoning is relatively scattered, and there is no obvious first echelon.
Breakthrough through through social media and e-commerce
In addition to the competition between traditional brands, more and more new brands also want to take a share in compound seasoning through social media and e-commerce channels. For example, the compound seasoning brand, which won two rounds of financing in half a year, adds a little flavor, and the bear established on 20 17 has arrived.
At the same time, lifestyle supermarkets such as Box Horse and Sam also develop their own compound seasoning brands through existing channels, and promote them through social media platforms to realize the final transaction transformation.
Rose's method of cooking cooked drunken shrimp with cold dip juice comes from the recipes of netizens in the kitchen App. "I just want to do cooked drunken shrimp. I opened the kitchen app, ready to learn how to do it. It's convenient to see the menu, and it's cold cannon juice. The method is very simple. "
Also in the kitchen, I searched the spicy pot recipes and recommended the top one. The main seasoning used is the spicy incense pot seasoning from Haidilao. This recipe has been collected for 260,000 times, so it can be seen that more than 1000 people have done it.
In addition to the kitchen platform, many interviewees also mentioned Xiaohongshu's guidance in purchasing condiments. Xiao Yuan said that when she was visiting Xiaohongshu, she saw someone recommending the "Sam Must Buy" series and planting spicy gravy.
Lily, who is studying abroad, often cooks by herself. She is also a lazy seasoning user. She mentioned that buying spices would also refer to the recommendation of bloggers. "In Little Red Book, there will be some bloggers studying abroad who will send their own cooking videos, which will mention some seasoning packages and accept Amway."
In addition, video bloggers such as Li Ziqi, a celebrity on the Internet, and Wang Gang, a food writer, have also launched their own hotpot products after accumulating fans. Wan Zhi often watches Wang Gang's videos when cooking. Wang Gang, a food writer, will show the whole process of making hot pot bottom material in the video. After reading it, he felt very curious. Wan Zhi said that he wanted to try Wang Gang's seasoning bag recently.
Not all young people will pay the bill.
Young people also don't fully accept compound spices.
Considering the cost and health problems, the accurate users of lazy seasoning are still young people who are not good at cooking or have little time.
As a veteran food lover, Jia Jia only uses compound seasoning in several stews. She thinks compound seasoning is not easy to store and clean. "A lot of spices are wrapped in sauce, and it is not easy to clean up after one use." On the other hand, the cost is too high. "For people who live a careful life, 10-20 yuan bought the packing materials and lost a meal. Plus meat and vegetables, you have to cook by yourself, which is costly. "
Some will consider health problems. Gollum seldom uses lazy seasoning himself. "Although it is convenient and fast, saving time and money, it is still processed, so I am still a little worried about the ingredients occasionally." So in most cases Gollum prepares his own materials.
Lily will also control the amount of lazy seasoning. "I always feel lazy seasoning is unhealthy. The formula is made according to the practice of high oil, high salt and high sugar. Although it tastes particularly good, it can't be eaten often. "
For condiment enterprises, in addition to reducing costs on a large scale and making more dishes and tastes suitable for different regions, it is also necessary to consider how to make healthier condiments and gain the recognition of consumers.
(Gollum, Xiao Yuan, Ross, Jia Jia and Lily are all pseudonyms)