Temporary food has become the new favorite of young people.
20021May, according to a recent report in the column of CCTV Financial and Economic Information Network, "Temporary food has become the new favorite of young people", which has aroused market concern and heated discussion among netizens. In recent years, many cities, especially Shanghai, Shenzhen and other first-tier cities, have quietly sprung up many "temporary food discount centers" and "temporary food specialty stores".
Most of the above temporary foods belong to packaged snacks. Because fresh food, fruits and vegetables are difficult to keep for a long time, and there is no clear shelf life, "temporary food discount centers" and "temporary food specialty stores" mainly include snacks in various packages, and of course, many imported snacks.
The "temporary food store" has a wide variety of foods, ranging from traditional melon seeds, peanuts and bean products to cooked meat products and dry powder granules.
The difference between temporary food and expired food
There are some differences between temporary food and expired food. Temporary food refers to the food that is about to reach the shelf life, but is still within the shelf life. On 20 12 65438+27 10, the state administration for industry and commerce issued a document explicitly requiring food operators to make eye-catching reminders to consumers about the foods that are about to expire and sell them separately, such as the "temporary food counter" in supermarkets. In the Anti-Food Waste Law, which has been promulgated for some time, it is especially proposed that food operators should classify and manage the foods near the shelf life, make special labels, or display and sell them centrally.
However, to what extent is the "critical period" defined as "approaching the last shelf life indicated on food packaging"?
At present, the local management regulations of "temporary food" in various provinces and cities in China, such as "Shanghai American Food and Drug Administration" and the notice of Guangzhou on the management of foods near the shelf life and beyond the shelf life, and the notice of Zhejiang American Food and Drug Administration on the management system of foods near the shelf life (for Trial Implementation), divide the definition of "temporary food" into two types: it is defined as "temporary food" within a specified number of days before the shelf life deadline, and before the shelf life deadline.
New and Old Ways to Treat Temporary Food —— The Rise of Temporary Food Store
In the past, the processing methods of temporary food included direct discarding, free tasting and in-situ sale, but they all had corresponding shortcomings. The advantages of putting temporary food on the platform/supermarket specializing in temporary food are rich in variety, concentrated in goods, and clear in pricing (graded according to the validity period). There will be a special person to deal with expired goods regularly and update the expiration time in time.
Present situation and recent driving factors of food industry
1, industry competition pattern
At present, there are no large listed companies in the temporary food industry, mainly some emerging chain stores/apps developed by using e-commerce platforms. At present, there are more than a dozen companies in the market doing temporary food distribution chains, including Haomai, Haocai, big warehouse and Boom.
prosperous
Markets, elephant life, food will be great, and many other crops. They are different in site selection, product selection, joining (or direct marketing), but the overall business model is similar. Most low-priced supermarkets don't like to call themselves temporary supermarkets, but use the concept of "tail handling".
In recent years, the financing of enterprises in the food industry has been rapid. In addition to the good food period that has obtained five rounds of financing, the seller also obtained 35 million yuan of strategic financing on 20 18; In April of 20021,Elephant Life, a discount supermarket in Nanjing, which mainly deals in temporary goods, announced the completion of1000000 yuan angel round financing, which was led by Joy Capital. Small program Good Food Alliance 20 17 obtained angel round financing; Discount retail chain Shihuibang also completed the Angel Round financing of 65,438+million yuan, which was led by the sole capital and followed by Zhong Ding.
2. The potential scale of the industry
China's temporary food industry has great potential. The Report on the Development of Snack Industry under the Background of Consumption Upgrading issued by the Circulation Industry Promotion Center of the Ministry of Commerce shows that the total output value of China snack industry increased from 424.036 billion yuan to 226.5438+0.564 billion yuan in 2006-20 10, and it is estimated that the total output value of snack industry will be close to 3 trillion yuan in 2020.
It is conservatively assumed that the snack industry will precipitate 1% every year, and the scale of temporary commodity industry will reach about 30 billion yuan in 2020.
3. Industry drivers and pain points
For a long time, temporary food has been hiding in the corner of large supermarkets. Because the category is single, it can't enter the eyes of young people, and the consumer group is usually the elderly who visit the free shuttle bus. Until 2020, affected by the epidemic, many physical stores closed, resulting in a large number of unsalable food. There is a backlog of goods in the upstream of the industrial chain, but the sale retail in the downstream just ushered in a wave of development opportunities. General food has to go through many links such as production, processing, transportation and sales. In order to take less risks, ordinary supermarkets will not accept goods with a shelf life of more than half, which has caused losses to suppliers, and sellers of temporary goods have seized this point and bought suppliers' food at low prices.
However, there are also some development pain points in the temporary food industry, such as uncertain sources of goods, whether merchants tamper with the shelf life and other security risks, and many customers are worried about this.
Development prospect of snack food industry
Analyze the recent food environment, first analyze the development stage of China snack industry. At present, the snack industry has entered the fourth development stage:
Extensive management with simple dietary supplements as the core "1.0 version"; "Version 2.0" based on improving product quality is in the era when residents' concept of healthy living is rising; Consider multiple consumption scenarios, integrate cultural and leisure elements, and create a theme snack brand "version 3.0"; And meet the all-round needs of customers' material consumption and spiritual pleasure, and then enterprises and customers interact in the new era of "version 4.0" to realize their own social value.
If expressed by four seasons, the snack industry has gone through the comfort zone of demand in spring, the product quality test period in summer and the dividend period of factor integration and consumer demand control in autumn. At present, it is "winter", which is the bottleneck period of serious brand homogenization competition. How to find an effective breakthrough has become the focus of snack brands.
It can be seen that the snack industry in China is currently in a new era of "version 4.0" to meet the all-round needs of customers' material consumption and spiritual pleasure, and then realize the social value through the interaction between enterprises and customers. In fact, the temporary food industry, as a sub-industry in the snack industry, is also at this stage. By reducing the price and focusing on promoting the food that will be listed soon, enterprises effectively avoid the expiration of food, which is also an act that meets the consumer psychology and needs of customers in the sinking market, creating a win-win situation for corporate customers. Because of its high cost performance and clearly marked shelf life, although it is due, it actually allows customers to enjoy their favorite cost-effective snacks at a lower price, which brings pleasure in the process of selecting food. It can be said that the rise of temporary food stores actually indicates that the snack industry in China is in a relatively mature stage of development.
In 20 16 years, the total output value of snack industry in China was 2.215.64 billion yuan. It is predicted that by 2020, the total output value of the snack industry will be close to 3 trillion yuan, with an average annual compound growth rate of about 7.8%. Accordingly, it is estimated that the total output value of the snack industry will be close to 4.7 trillion yuan in 2026. It is conservatively assumed that the snack industry has an annual inventory of 1%, and the market size of temporary food in 20021year is estimated to be 32.3 billion yuan. . In 2026, the market size of temporary food is expected to be 4.71100 million yuan.
In the future, temporary food specialty stores will further open up online and offline channels, and China's supervision of temporary food will also become stricter.
For more industry information, please pay attention to the Analysis Report on Consumer Demand and Investment Strategic Planning of China Snack Food Industry released by Forward-looking Industry Research Institute.