In 2020, an epidemic disrupted the business rhythm of enterprises, and the catering and fresh food industries bore the brunt of it, however, quick-frozen food gained phenomenal growth, and the data showed that from February to November 2020, the seafood pill category, pancake/handcake/pie, bao dan/noodle/fried doughnut category, rice cake/patty cake, dumpling/wontons, dumplings/puns, dumplings/puns, and seafood pill category (mostly frozen food), average sales increased by 431% year-on-year and average volume increased by 332% year-on-year. Among them, the highest sales growth in seafood balls category month growth even up to 6217.1%, sales growth of 2582.3% year-on-year.
First, the current situation of the industry
Throughout the domestic industry chain of quick-frozen deep-processed seafood food industry, its upstream, midstream and downstream showed different characteristics:
From the upstream, First, aquatic resources are stable: China has the Bohai Sea, the Yellow Sea, the East Sea and the South China Sea four major sea areas, rich in fish resources, stable development of fisheries, which provides a good industrial base for the development of quick-frozen seafood products industry; Second, the production of stable growth: aquatic products processing is mainly concentrated in the coastal cities with good processing conditions, such as Liaoning, Shandong, Fujian, Guangdong, Hainan and other provinces and regions; Third, the development of a huge space: the total amount of processed aquatic products in the country currently accounts for only more than 25% of the total output of aquatic products, which is Far below the developed countries, which indicates that the aquatic products market development space is huge.
From the midstream, industry development of flowers, did not form an absolute monopoly: the number of competing brands of domestic quick-frozen deep-processed seafood products, which means that the industry's market pattern presents a decentralized situation, the market concentration is relatively low, the rise of the brand is expected to become the theme of the next stage; industry product categories upgrade, diversification trend: industry products from the past Production of fish balls, fish cakes and other single species, the development of mechanized production of a series of new high-grade frozen seafood products and frozen prepared foods, such as fish roe packets, lobster balls, crab roe packets, shrimp sliders, fish sausage, etc., showing a diversified trend.
From the downstream, Consumption structure change: according to the "China Agricultural Outlook Report" analysis, by 2026 China's per capita consumption of aquatic products will reach 23 kg, accounting for the proportion of total consumption will reach about 36%. In addition to the rapid growth in the proportion of consumption, the country's consumption demand for frozen food will also be rapidly increased; frozen seafood products market potential: at present, the market size of China's frozen food amounted to 123.5 billion yuan, of which 33.3% of frozen seafood products, the product market accounted for a small proportion of the market, the future market size will continue to expand, it is expected that after the next five years, the average annual growth rate of 5% or more.
Second, the competition
At present, the domestic quick-frozen deep-processed seafood products well-known brands are: Anjing Food, Guiguan Group, Haiwang Food, Haixin Food, Huifa Food, Haihaowang (Shantou) Foods, Xideidejia and so on. Among them, Anjing and Haixin are the head brands listed in the industry, with their influence ranking first and second, followed by Hiba Wang and Xidejia.
Anjing Food was established in 2001, mainly engaged in frozen hot pot food products and frozen noodle and rice products and other frozen food research and development, production and sales, has been the first hot pot food industry "national enterprise technology center", "national staple food processing industry demonstration enterprise
With a current market share of 9%, Anjing is a veritable industry leader in quick-frozen hot pot ingredients. The enterprise to frozen surimi products, frozen meat products, mainly to take the "pro-family" brand route. Therefore, the product advantage is obvious, winning in the price, cost-effective. However, at the same time, the product is difficult to take the high-end route of the problem, the company has appeared in the executive stock market violations of negative public opinion also caused some harm to the brand.
Haixin Foods, founded in 1903, specializes in the deep processing of minced fish and frozen minced fish products, as well as frozen meat products and other frozen foods, and has been awarded the "China Famous Brand Product" and "China's 500 Most Valuable Brands 2018",
Haixin's current market share of 3%, it has successfully realized the brand promotion through the publicity of "a hundred years of fishball family" slogan, and then occupy the heights of the Fuzhou fishball brand, the formation of "Haixin=Fuzhou fishballs" brand memory points. As a result, the company has a strong brand advantage in fishball products, but a mediocre reputation in other hot pot food products.
Haihaowang Foods was founded in 1994, with "Haihaowang", "A world" brand, the product line involves meat products, fish products, such as hundreds of varieties, was awarded the "Shantou taxpayer", "Shantou 50", "Shantou", "Shantou", "Shantou", "Shantou", "Shantou", "Shantou" and "Shantou". It has been honored as "Shantou's top taxpayer", one of Shantou's top 50 enterprises and Shantou's large-scale industrial backbone enterprise.
Corsair currently has a market share of 4%, the enterprise is committed to creating a "Taiwanese hot pot cuisine connoisseur" brand image, high-end hot pot food series products "fish feast" good reputation, including fish roe fish tofu, fish bamboo wheel, squid sausage, cheese, fish balls and other seafood products. Fish Banquet" has a good reputation for its high-end hotpot ingredients, including fish roe and tofu, fish bamboo wheel, squid sausage, cheese ball and other seafood products. Therefore, its products have great competitiveness in capturing the middle and high-end market, but because the enterprise has appeared in the frozen shrimp dumplings peroxide value exceeding the standard, raw material counterfeiting and other negative public opinion, so the market trust of the product has been reduced.
Xidejia was founded in 2009, to deep processing of agricultural and sideline products, research and development, production and sales in one, with its own brand "Xidejia" series of beef meatballs, pork meatballs, fishballs, red sausage, sausage, canned goods, Hong Kong-style dim sum, Chinese dim sum as the main products, was awarded the honor of the popularity list of the top five brands of fishballs.
HiTeam has been honored as one of the top five fishball brands in terms of popularity.
Xideka specializes in Chaoshan beef meatballs, with beef meatballs, pork meatballs, fishballs, red sausages, sausages, canned goods, Hong Kong-style dim sum, Chinese dim sum as its main products. Its products win in the Hong Kong style, Cantonese style obvious, outstanding characteristics, disadvantageous performance in other hot pot food products, reputation is flat.
Third, the social media hot
Taste: hot pot perfect match VS limited nutrition
On the one hand, the quick-frozen deep-processed seafood products are often and "hot pot", "The first is that it is not a good idea to use the same word in the same way that you would use it in the same way that you would use it in the same way that you would use it in the same way that you would use it in the same way that you would use it in the same way that you would use it in a different way. Published discussion: eaters of lazy recipes; earth is not worth it, but the hot pot octopus meatballs fish eggs ...... worth it; on the other hand, and often and "high calorie", "additives", "no nutrition" and other key words associated with, for example, a netizen published discussion: seafood pills additives, not as good as the real seafood; weight loss when eating spicy hot to eat less pills; hot pot pills, although not nutritious, but eat up the happy.
Products: Traditional VS Innovative
Netizens on the traditional category of quick-frozen deep-processed seafood products, the main generalization of the flavor to win. Traditional products mainly refer to various types of fish balls, shrimp balls, flower branch balls, shrimp balls, crab steak, crab foot stick, crab meatballs, artificial squid, bionic sea cucumber, jellyfish, fish roe, etc. They are generally on the market for a long time. They have generally been on the market for a long time, the process is more mature, the taste to imitate the original flavor of seafood, so the market acceptance is high, the nutritional value of the discussion also enduring. The competitive advantage of traditional products is that they are good value for money, and at the same time quite distinctive and flavorful.
Netizens' evaluation of innovative quick-frozen deep-processed seafood products is mainly summarized as the ability to seize the hot spot in time. Innovative products mainly refer to fish roe fish tofu, wrapped heart fish tofu, imitation lobster steak, sandwich imitation crab steak, cheese fish eggs, lobster-flavored shrimp balls, Linglong fish fruits, cheese salted egg yolk shrimp balls, crab paste king of the fish and so on. These products are easy to operate, combined with the trend of the taste and texture of the mix, not only to achieve flavor innovation, catering to the preferences of young people, but also close to the hot topic, enough to fashion.
E-commerce activities: live with goods VS online and offline linkage
Anjing focus on the use of live with goods in the form of participation in the VIA live broadcast to lock the fresh clothes with goods, in addition to the launch of the "1 yuan second 50% discount coupon", "Share coupon 129 minus 20" and other carnival strategy, so that consumers save once to the end. Anjing also in their own video number, let their own staff for the company's brand endorsement, for the double eleven heat to add a fire.
In addition to using special nodes for live carry, Haixin also used online and offline linkage to carry: on the one hand, online to increase the concessions and increase the activities to play, such as full-reduced, full-price, participate in lucky draws, etc.; on the other hand, offline to organize Chengdu Hotpot Culture Festival (November 7 - November 11), Haixin not only prepared a sufficient amount of hotpot on the site On the other hand, Haixin organized the Chengdu Hotpot Culture Festival (November 7-11) offline, where Haixin not only prepared sufficient hotpot ingredients, but also brought mysterious gifts for fans to enjoy.
Enterprise risk points: quality control exceeds the standard vs. poor operation
In December 2020, the Sichuan Provincial Market Supervision Bureau announced 40 batches of unqualified food, which is claimed to be HaiBaWang (Shantou) Foods Co. commissioned by the Chengdu HaiBaWang Foods Co. to produce a batch of frozen shrimp flavor dumplings peroxide value detected value of the standard maximum limit of 228%. In 2016, Chengdu Hai Ba Wang Food Co., Ltd. had been fined by the former Chengdu Pixian County Market and Quality Supervision Administration for being found to produce beef meatballs and shrimp dumplings with raw materials such as duck neck skin and frozen mixed oils, which were passed off as beef and shrimp.
2019 Haixin Foods stock price has been oscillating around 5 yuan, did not take advantage of the function of the capital market to expand the scale, and now the market value is only 2.058 billion, less than one-fifth of Anjing Foods. Haixin Food revenue growth rate is not stable, down from 26.32% in the same period of 2018; operating cash flow fluctuations are also large, the ability to liquidate is weak, and there is a debt to be repaid, the future operating difficulties will continue.
Fourth, consumer analysis
AIDA model is a marketing communication process. Consumers from contact with external marketing information to complete the purchase behavior, according to the different degree of its response, can be divided into attention, interest, desire and action four successive stages.
Based on this model, ClearBridge analyzed the marketing strategies and marketing effectiveness of the four major competing brands of quick-frozen, deep-processed seafood products, and summarized consumer preferences as a way to gain insight into the market reaction of the quick-frozen, deep-processed seafood food industry.
Four competing brands marketing strategy
Double twelve promotional season prompted consumers to accelerate the desire to buy into the actual purchase behavior, the e-commerce platform monthly sales data: Haixin 244227, Haihaowang 199156, Anjing 34763, Xidejia 59635.
Haixin sales are the best, and many of the products have broken through 10,000 sales, or even 20,000 sales. Haixin has the best sales volume, with a variety of products with sales volume exceeding 10,000, or even 20,000+; in winter, there are a lot of frozen seafood processing commodities (e.g., hot pot croquettes set) to realize a big increase in sales, ranging from 15,000-30,000 sales volume; in line with the theme of "Warm Winter Hot Pot" and "Family Reunion" and the attractive preferential frozen seafood processing foods, the actual purchasing behavior of Haixin has been very positive. The actual purchasing behavior of processed seafood increased.
Four Competitors' Marketing Effectiveness
Xideidega's Tmall flagship store focuses on the concept of "Healthy / Natural / Delicious", which coincided with the needs of consumers during the epidemic and won the hearts of the people; Xidega's promotional activities are closely integrated with those of the Tmall platform, such as the promotion of "full 300", "full 300" and "full 500". For example, the company's promotional activities such as "200% off for every 300" and "50% off for the second item" attracted consumers to place their orders with the price advantage.
Consumer preference analysis
Summarizing the consumer preference for the four competitors' products, we found that Haixin's sales volume is far ahead of the brand's products, and the brand's products are the most cost-effective; Xideidejia, although not as many as the other brands in the product category, but the products are few and precise, and almost every product gets a very substantial sales volume; in the winter, winter, and winter, Xidejia is the most popular brand in the market. sizable sales; in the winter, hot pot season, the combination of pill packages are very popular among consumers, such as: wrapped heart fish balls, lucky bags and other collection of gift packs.
Consumers preferred Jingdong on e-commerce platforms. Based on the keywords "Taobao" + related product name, "Jingdong" + related product name, "Pinduoduo" + related product name search, combined with the different e-commerce platforms of each brand The number of fans, found that Jingdong is frozen seafood processing products consumers "favorite platform", the main reason for the Jingdong platform product security, good after-sales service, self-managed logistics transportation speed.
Consumers of the four competitors of the comments mainly gathered in the following four points:
1, good taste, high quality: Q弹, chewy (mainly shrimp balls, fish eggs products), fresh, real ingredients (mainly fish ball products), soft (mainly fish ball products), fresh (mainly shrimp slider, fish ball products);< /p>
2, frozen seafood processing products consumers "favorite platform", the main reason is that Jingdong platform products are guaranteed good after-sales service, fast self-supporting logistics and transportation.
2, low cost-effective: all types of products have such comments, such as evaluation of the average average price of a single pill is too high, the comments appeared intensively in the product categories are mainly various types of seafood meatballs packages;
3, easy to operate: all types of products have such comments, for example, evaluation of the next curry is very convenient, can be used to cook hot pot, you can do directly to cook Guandong Boiled and spicy hot pot, the comments appeared intensively in the product categories are mainly fish ball
V. Development Recommendations
According to the social media hotspots and consumer feedback in the quick-frozen deep-processed seafood products industry, as well as reference to the success of the four major competitors, in general, the industry's brands can focus on the following four aspects of the planning of the future marketing strategy and development route:
1, to create high-end boutique line, targeting specific markets
Netizens of some of the negative public opinion focused on the low nutritional value of the product, unhealthy, flour-based, etc., the brand can seize the consumer demand for this type of timely, aiming at a specific market segment, such as the main children to eat or for the elite, the use of seafood raw materials, more sophisticated, strict and meticulous deep processing, to create a healthy, nutritious and healthy. The company's main goal is to provide the best possible service to its customers.
2, to create a national tide brand line, for the public
Consumers praise focused on the product is delicious, good flavor, cost-effective and so on. Therefore, the brand can continue to launch the national tide products for the masses, on the one hand, can be cross-border co-branding, the launch of limited products, brand co-branding models and other special products, to create a national tide of explosive; on the other hand, but also to ensure that the continuous innovation, research and development of new categories, such as fish roe packets, cheese fishballs, salted egg yolk flavored products and other consumers, especially the young groups love with the characteristics of the new products.
3, with the help of hot topic publicity, to create a Netflix-style products
Hot pot, Guandong Boiled is the market hot spot, "double eleven," "double twelve." "Hotpot Festival" and other shopping festivals is a sales boom, the brand can follow the special nodes to use the topic of marketing to create net red products, such as "hotpot and pills is a perfect match" combination of sales, synchronized with all kinds of social media platforms to launch a full reduction, lucky draw combinations, and so on. In addition, you can also join the famous food bloggers to promote, such as inviting the daily food record, daily food to recommend, joint net red bloggers and celebrities live with goods (such as Li Jiaqi, Weiya) and so on.
4, the use of e-commerce platforms, integrated sales
At present, consumers are generally seeking convenient, secure shopping, the brand can step up to create an integrated online and offline shopping sales model, stationed in the Jingdong, Taobao and other e-commerce platforms, sales and after-sales service, and timely follow up on the cold chain of transportation and other links, and at the same time Can also learn from the box horse fresh model, the establishment of franchised stores, consumers can buy online in the store, but also in the mobile terminal to choose delivery, through the production, sales, transportation links.